6 Laws for Creating Pages that Sell
As we discussed in our previous article landing pages are a vital component to any digital marketing funnel. And while they are becoming increasingly easy to create, building a page that actually results in more leads or sales…
Not so easy.
At Shoppe, we think about landing pages a lot, and we know our community does too. So we created this quick 6 step guide to help you create and deploy pages that best represent your business.
1. Align your Page with your Audience
Seems obvious right? Well it is! The first rule of thumb when it comes to creating effective pages, or sales in general, is to know who you are presenting your offer or solution too. The easiest way to do this is to create an audience profile. Try answering the following questions to get started: Who are my customers? What are their interests? Are they more or less apt to purchase items online? These 3 questions will give you an idea of how you should be positioning your offering by identifying key interests and information about your audience.
2. Use Original Content
While there’s certainly no shortage of cheap stock imagery on the web, consumers are becoming increasingly resistant to stock models, landscapes and products. For that reason, it pays to create and deploy original content on your page. This includes: images, video, testimonials and demos. Don’t be shy, have fun with it!
3. Information is like Coffee. A Little is Useful, too Much is Overwhelming!
It can be easy to ramble on and on about how your product is destined to change the world, but chances are your users don’t like being oversold. Include information relevant to your product and MOST importantly, how it poses to solve a problem they are facing.
4. Be Human
While we love all animals, we tend to assume if you’re designing a landing page, you’re a human. Act like it! In a world where we are constantly bombarded by branded content, a little personality will only help your cause. Think of the world’s top innovators and thought leaders...Steve Jobs, Richard Branson, Bill Gates. Aside from being incredibly wealthy, what do they all have in common? They all make a conscious effort to associate their brand with their personal identity. You don’t have to glue your face onto every landing page you design, but don’t be afraid to record a video showcasing your product or simply telling your story (extra points here). You’re in good company after all...
5. Copy: Short, Sweet and to the Point
Originality need not only apply to design and video content, your headlines and on-page copy is extremely important. Again, don’t get carried away and write a novel, simply include the most important and valuable information about your product. The easiest way to do this? Think of your landing page as a 1-page brochure, you know, the ones you read in the hotel lobby while you wait for the breakfast buffet to open up. This might include...Name, product, short description, creative design. Short, sweet and to the point.
Last, but certainly not least…What would you like your customers to do on your page? If you’re looking for leads, you might include a lead form in order for them to submit contact info. If you’re selling a product directly, you might showcase the item with an attractive offer and a “buy now” button. Whatever your goal is, it’s important that your customers are presented with the appropriate opportunity to make a decision. Remember, it’s about presenting your product as a solution to a problem they’re facing and showcasing it as a single call-to-action.