Many marketers pre-sell very well, painting pictures of product (or service) benefits in their prospect’s mind. But they fall flat on the landing page. Use this checklist when designing yours.
- Does the copy on your website agree with the copy of your ads?
- Have you removed or disabled outbound links on your landing page? Consider keeping only links that move your prospect towards a sale.
- Does your website copy answer predictable questions in your prospect’s mind? Create a rationale for purchase.
- What more could you offer to make your pitch more compelling?
- Have you built trust with your prospect? Explain shipping costs and return/refund policies up front to avoid surprises later.
- Can you minimize the number of clicks it takes to complete a sale? Combine pages and request only the data necessary to transact a sale.
- Do you have a clear, call to action? “Buy now”, “Subscribe”, “Order” and other descriptive buttons tell your reader what to do.
Nothing on your landing page will make a customer convert if the features and benefits aren’t a solution to a problem they have. But once your prospect decides to buy, make it easy for the transaction to take place.
Brian Farrell coaches sales professionals to move from the sales pitch to social selling. His clients earn new referrals, attract better prospects and win more business. Get free updates on social selling @ findtheclient.com.
