Landing Pages That Convert: Keep Your Promises

Today's guest post comes from The Conversion ScientistTM, who has been putting In the man hours to study the science of what you need to get more landing page conversions. Learning time is always a good time with Brian, and ReachForce is looking forward to hosting a webinar rematch of Brian vs Your Web Page in our upcoming webinar: Chemistry of the B2B Landing Page Volume 2 with Live Critiques! on August 21.

I don't want to hurt your feelings, but we don't want to be on your website. Really.

We don't care about you. We don't care about your products or your reports or your whitepapers or your webinars.

Your online marketing is designed as if we do.

So why do we come to your site? Why do we click on your invitations for a webinar? Because we are keenly interested in solving our problems, perceived problems or future problems.

You think it's all about you, when it's really all about me.

So, here are some great ways to make sure you're providing an experience focused on your visitors so that they take action.

Keep your promises with Landing Pages

Every email, every ad, every link makes a promise to me, your visitor. "Get the report" promises that I'll find a page talking about a report. I don't care about your business. I don't care about your products.

I care about the report. How long is it? What is the abstract? Can I see the table of contents? Is this just a sales pitch for your products? This is what the page should be about. Anything else is experienced by visitors as a broken promise.

Landing pages are specific pages that keep a promise made in an ad or email. The are the only way to present information specifically asked for with a visitor's click. The good news is that this makes them much easier to write if you're not trying to puff up your business, too.

Resource centers do not. Home pages do not.

Create landing pages that keep specific promises and don't try to do more with them.

My upcoming webinar will tell you exactly how to create landing pages that keep promises.

Make a Clear Offer

Offer me something I want with every call to action.

It doesn't matter if it is a button, a link, or a headline. Make it clear what I'm going to get.

"Learn more" is a frequent call to action. This call to action assumes that I've read or understood the paragraph preceding it. Besides, I don't really have time to learn anything. I have a problem I'm trying to solve.

Learn more about what? If I learn more what will I be able to do, buy your product? No thanks.

How about "Read the four solutions now" or "Discover if the solution is right for you" or "Read a detailed description of the webinar".

These don't fit on a button? Bull. Your designer doesn't like the way it looks? Fire her.

Your visitors are looking for the next step in their problem solving journey. If you don't present them with a clear way forward, they'll be out of there.

Here's one: "Learn how to create landing pages that you're not ashamed of in my free webinar."

Show the Product. Avoid Business Porn.

Most of the sites I see have stock photos of smiling young professionals. What are we trying to say with this approach? It's one of the following:

1. Our designer isn't that creative, so he pulled some pictures from iStockPhoto.

2. We thought a picture of a pretty young girl would make our mostly male audience buy from us.

3. Our website isn't important and therefore, you aren't important.

4. We don't want you to know how unattractive we really are.

I call this business porn.

None of this is going to make me want to stay on the site. Show me the product.

If you are a consulting firm, your product is not a globe; it is not a pair of shaking hands; it is not an unlabeled graph going up and to the right. Show your products:

  • Satisfied customers – real customers, not stock photos.
  • Smart employees – real employees, not stock photos.
  • Show the presenter of a webinar
  • A diagram of where you fit in a problem space
  • A frame from a video
  • A picture of a report

Help the visitor choose to keep going!

Here's a random sample of images found with the keyword "Business Intelligence." I took the liberty of commenting visually.

You need to get creative.

Here's a picture of my setup when doing my webinar on August 21. This took me about 20 minutes to do. Will it entice people to come and watch? We'll find out.

These are the easy ways to make more visitors stay and take action. In my webinar, I'll also be talking about Forms, Trust, Proof, and the evil abandonment.

Data Quality Management

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