If you’re launching a product, announcing a Tele-Summit, or want your prospects to complete a strong call to action without distractions, then you might want to consider looking into how to build a landing page. (also known as a sales page) However, you can’t just slap your landing page online and expect it to bring you tons of sales. There are a few elements you may want to consider in order to have the best results.
First – What to Build Your Page With:
If you are using WordPress, there are plugins and themes that will help you build a landing page without having to hire someone to design a page for you using HTML. (HTML is programming code – Greek to most) Although many HTML pages are very attractive and effective, they can be expensive to build. It’s not always easy to edit changes on them without employing a programmer or designer to do it for you. My favorite WordPress landing page plugin is called Premise, by Copyblogger. With Premise, your landing pages are created on your site as an additional page. (Once the plugin is installed you will notice on your dashboard it will say Posts, Pages and Landing Pages. To add a new landing page, click under Landing pages – add new) You can set your landing page as your home page or as a hidden page. If necessary, it’s easy to direct a separate domain name (website address) to the page to make it easier for your prospects to find it. One of the advantages of using Premise is that you don’t have to set up a separate website or directory with an additional WordPress installation to build your page.
Premise allows you to create separate style sheets for all of your landing pages. This means you can either have your landing page match the style of your website or it can look completely different. The Style Sheet builder (located on your WordPress dashboard) for Premise is incredibly easy to use. (Click Premise in your WordPress dashboard menu – style settings) You can change any of the colors, fonts, font sizes, headers, footers, etc., by simply clicking on buttons.
Premise also comes with a Sample Text button on the page visual editor. Click a button and a sample sales page is laid out for you. (designed by Copyblogger Media who specialize in great copywriting) All you have to do is replace the sample text with your own text. If you want a great looking purchase button or various graphics, Premise has a graphic library accessible on the visual page editor.
Premise landing pages come in several different styles. You can have a video page, an opt in page, general content, sales page, social share page, thank you page, price list and tab scroller. In addition to the landing page options, Premise also has a membership module, secure purchase and download (great for digital products) and coupons.
Currently the one time price for a Premise license is $165 but you can use it on multiple sites, and it has a 30 day risk free guarantee. It’s a great investment if you have products or services to launch because you can create as many landing pages as you want.
Another landing page product for WordPress is called Optimize Press and is a WordPress theme. Optimize Press is also a very effective way to create a landing page but it must be installed on a separate site or directory than your current website. The graphics for Optimize Press tend to look a little more aggressive as far as it’s sales style than Premise which has a softer look and is more flexible.
What 7 Key Elements will make Your Landing Page Convert?
Sometimes clients want me to install a landing page and arrange it so that it will convert. The problem is; their copy has been put together haphazardly without a clear strategy. I would suggest first writing out the sales copy in your own voice. The business and/or product is yours and who better than you can explain what you’re attempting to sell? After you have an initial draft, have people you know and trust or an expert copywriter look at what you have written, to help tweak it for sales conversion. The problem with handing the task of writing your sales copy directly over to a copywriter is that they will not be able to convey your unique personality that will ultimately sell your product.
Have a Clear Call to Action
I would suggest having a video at the top of the page with you speaking, alongside your purchase or opt in button. (depending on what your call to action is) Repeat your “call to action” at the middle and end of the landing page. Only have 1 call to action. Do not include any links that go off site or anything else that will distract prospects from completing the purchase or opt in.
* call to action – Either a purchase button or opt in form (for email newsletter/auto-responder) Only choose 1 option.
Long or Short copy?
This depends on who your audience is and how they respond to the sales process. Too much information can be very overwhelming, but too little will not compel prospects to take action.
Realize that your prospects have unique personality types. Some will only read the top section (above the fold) of your landing page. Some will only be interested in watching your video. Others will read all the details and want more information before making a decision. Have something on your sales page for every personality type.
If you are an “Internet Marketer” or someone with a harder selling approach, large (in your face) purchase buttons and copy may be more effective for you. If you are in a soft sell market, an aggressive approach will be a huge turnoff to your audience. Whatever your style is; keep your copy clean, to the point, with a crystal clear call to action.
Your video and sales copy MUST close the sale or your page will be a waste of time and money.
A tendency, especially in the softer selling world, is to ramble on and on, with non relevant verbiage or images that distract and no clear path to closing the sale. You may be the most charismatic person on the planet, but at the end of your sales pitch, if your page is not converting, it means you are not using an effective closing technique. In the case of your “top of the page” video, for instance, keep it short (under 3 minutes) and at the end lead your horses to water by telling and spelling out clearly that a much better outcome is waiting for them on the other side, as soon as they PRESS the purchase or opt in button.
Most people are looking for a way to go from pain to pleasure. Find out what your prospect’s pain point is (what frustrates or has them stuck) and show them how what you have to offer will give them the pleasure and freedom they’re searching for. Don’t tell them “You need this or that.” Your prospects aren’t going to buy what they need. They are going to buy what they want and that will be something that has a joyous or pleasurable outcome. (yes . . . even your widget can bring some sort of pleasure)
Keep your Sales Page focused on your offer and not on the offers of others.
It’s fine to say that “if you purchase my product, you will receive additional bonus gifts.” However, if those gifts are from others, other than yourself, you will find your prospects running off your site and on to those other people’s sites looking for a better or more relevant deal. If possible, offer them your own bonus gifts. Once they are signed up to your list, or purchase your product, you can then promote others in your email correspondence who you may have an affiliate agreement with.
Do you need an effective and easy to manipulate landing page?
Take a look at the Premise landing page plugin for your WordPress Blog by clicking HERE.
Note: It’s best if you own your own license of Premise (or any other premium WordPress plugin) rather than use the API key of your web designer. The reason is; your web person could suddenly disappear and you would be left with an un-operational product should you need an upgrade, etc. This advice also goes for your domain registration, hosting company, and any other element of your WordPress site. If it’s YOUR business, make sure to maintain control of all its components if the occasion arises that you need to.