Landing Pages: Presenting the Right Message to the Right Audience at the Right Time
If you’re creating landing pages for specific products or services your company is offering, then you’ll need to make sure that your message resonates with your prospects.
You’ll need to provide copy that confirms to your prospect they’ve made the right choice by visiting your page, and deliver a timely, relevant message on that page. You must have high-quality, expert copy so they take the desired action.
Sounds easy right? Not so fast…
Why Most Landing Pages Don’t Work, and What You Should Do Differently
Being a copywriter, I’m constantly reading website copy and evaluating the landing pages that I come across (especially in the golf industry). Typically, I find at least 1 (if not more) of these 3 mistakes:
1. Feature Selling
Many golf companies talk about what their product is, but do not adequately convey the benefits on what their product or service does.
Let me give you a tip; 95% of your target audience does NOT care what your product or service is, they just want to see how it can help them.
Now, don’t get me wrong…there is a place for product/service education, but it isn’t on a landing page where you are trying to get a user to perform one specific action. Save educating your prospects on the features of your product for another time and place.
2. Copy is too Long/Short
Asking a copywriter how long your copy should be is like asking “how long is a piece of string” or “how big is a house”…there just isn’t a definite answer. In fact, I strongly discourage copywriting and content marketing objectives based solely on word count…it makes no sense.
What matters is the value your golf copy provides. You want to make sure you reinforce a visitors motivation for visiting your landing page, and ensure that you’ve increased that motivation (persuaded them to take the appropriate action).
3. Copy is Confusing (Multiple Calls to Action)
A landing page should have one call to action…period.
- If you’re goal is to get someone to pick up the phone and call you, then that is your call to action.
- If the goal it to get your prospect to fill out an online form, that is your call to action.
- If your goal is to get your prospect to pull that magical plastic square out of their wallet and purchase your product, that is your call to action.
I think you get the idea. It’s a busy world, and your readers are literally 2 seconds from leaving your landing page at any given time…so don’t confuse them. Make it simple for them to do what you want them to do!
What I Want You to Do
Following my own advice, this is my call to action:
If you’re spending time and money generating website traffic, but sending them to landing pages that just aren’t converting, I can help.
Stop wasting resources sending traffic to landing pages that don’t convert! Contact me here, and let’s discuss how I can turn your landing pages into automated lead/sales generating machines for your business