Seven Secrets of High Converting Landing Pages – Secret #1

What exactly is a landing page?

Technically, a landing page is any page on your website that a visitor lands on after clicking a link, performing a search, or responding to an ad. Internet marketers use the term landing page to mean a special page with no other goal than to get people into a sales funnel.

Sometimes known as a squeeze page, a landing page is a stand-alone page with no exit links. The page directs the visitor to take one single action. The action transforms an anonymous visitor into a tangible, marketable, and qualified potential customer. Most commonly, the requested action is signing up to receive some sort of free information – a report, webinar, or ebook – but it could also be filling out an interest form or calling a number to speak to someone. It doesn’t really matter what the action is, as long as everything on the page leads the visitor to convert (or take the desired action.)

Here’s the right way to use a landing page in your business.

You want to use landing pages to move people onto your mailing list or into your sales funnel. When they’re a nameless, faceless visitor on your website, you have little control over the sales process; and once they leave your site, they’ll probably never return. But if you collect their name and email address through a landing page first, you begin to create a relationship with them. When they take the desired action and give you their contact information, you’re able to educate them about your products, build trust, make special offers, give them discounts, and bring them back to your website over and over again.

A landing page needs to contain certain elements to be successful. That’s what you’re going to discover over the next few days – how to construct a high-converting landing page. You’ll learn seven secrets that I’ve used successfully with my clients for years. I challenge you to take a look at your own landing pages and see how you can improve them and make a real difference to your bottom line.

Secret #1 – Add Credibility

Credibility is an important part of the decision process in online marketing. Before we’ll buy from you or sign up for your list or fill out a form, we have to know why we should we believe you. What makes you credible? There are lots of ways to add credibility to a web page.

Authority credentials

You can list your educational background, university training and degrees. This tells us we should believe you because of your association with credible institutions. The more well known those institutions, the more we’re likely to believe you. Visual representations, such as awards and seals help create a stronger credibility relationship with your landing page.

Client credentials

Listing your former clients is another way to add credibility. This tells us we should believe you because all these other people have paid you for some form of work. A long list of clients can be impressive, or even just one can do the job if it’s a well-known brand in the industry. You can list the company names or just post the logos, if people will recognize them.

Social proof

Another credibility-builder is a great testimonial. Posting text or video testimonials from customers tells us that other people (just like us) trust you, so we should, too. Testimonials can be even more powerful if they don’t appear to be hiding anything. When possible, add a full name, location and photo of the person giving the testimonial.

Give your page a credible feel

If your page appears cheap or unprofessional at first glance, social proof or credentials won’t help much. The subconscious makes a judgment call about the believability of a website before we even start reading. You might be able to win some people over with impressive clients or really persuasive copy, but a bad design means you’re starting with two strikes against you.

Use your design to help you appear professional and trustworthy. Things like colors, pictures, content arrangement, and fonts all play a part. Ideally, you want the site to look nice – but not too nice. When a page looks too slick, people lose trust as much as when it looks too homemade. Strive for a balance that fits your goals.

So, whatever you’re asking people to do on this landing page – fill out a form, buy a product, call your office – make sure you give them enough credibility clues to trust you. If you’re not sure, have some strangers take a look at the page and tell you what they think. Do they believe what the page is telling them? Do they trust the person or business behind the page? If not, go back and add in some more credibility.

 

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