How to Improve Your Website’s Sales Landing Pages

Sales landing pages are key to converting traffic to your website into sales and leads. A great landing page can make a huge difference in performance, while a poor landing page...well you know where this is going.

A landing page is a web page dedicated to converting leads. Often a landing page will have a web form to collect user information or some other call to action, such as “Buy Now”.

Let’s talk a little first about why landing pages fail to convert.

Why are landing pages not converting?

There many mistakes that can lower the conversion rate of landing pages, but a biggest mistakes with the largest impact of performance include:

Getting customers to find your landing pages is hard enough. You’ve spent a considerable amount of marketing dollar building a website, optimizing search and buying paid ads. You’ve done everything right so far. But without an effective landing page, you are not giving your marketing funnel the final step needed to really pay off.

How to improve landing pages

A landing page needs two things to be effective and convert: clear calls to action and strong and buyer-centric messaging.

Clear calls to action

A clear call to action may be the most important factor in creating a great landing page. There must be a clear reason for a lead or a buyer to submit a web form to buy a product. Be it a sale or a special offer or a content download, what should they expect on return for giving up their information or deciding to purchase.

This is what sets a landing page apart from a generic ‘Contact Us’ page. An effective landing page should offer the visitor something valuable or enticing. An effective landing page just presents information and in the hope a visitor will take action. An effective landing page motivates the visitor to take action.

Strong and Buyer-Centric Messaging

Many companies struggle to create effective landing pages because they rely on vague and ambiguous messaging. Whether you’re seeking leads or sales, your messaging needs to be strong and customer focus. They need to know you’re serious.

Content about a company's years of experience, many services or your commitment to customer service and satisfaction is common but not compelling. This type of messaging is about your company and not your buyer’s needs, goals, and challenges.

Put some thought into your buyer, what they want and need, and create messaging that speaks to a strong and unique value proposition. This will compel buyers to move farther down the marketing funnel and differentiate you from the competition.

  • Lack to clear explanation of the offer
  • Poorly designed or worded calls all-to-action (CTA)
  • A long or hard to submit web form
  • Too much or irrelevant information

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