Are you searching for new ways to generate more leads from your website? You’re not alone.
While many businesses are finding that they’re able to bring in leads using external marketing such as PPC ads and guest posting opportunities, it can sometimes be more challenging to get leads directly from your website itself. But it’s not impossible.
One of the best ways to generate leads from your website is to ensure that your landing pages aren’t just optimised for keywords, but are actually talking to your audience. Are yours?
Understanding Landing Page Copy
The most powerful type of landing page content uses persuasive language. Action-oriented language aims to encourage visitors to take some sort of action towards conversion.
You can include persuasive language in your call to action, but this isn’t always as easy as it seems.
CTAs can be tricky; there’s a fine line between encouragement and forcefulness, but it can be done. The secret is to add value to your CTA, not just telling users what to do, but showing them why they should.
For example…
No: See how it works
Yes: Get your free demo today
But…
Persuasive language in your landing page copy only works if you combine it with other forms of language to aid conversions. Action-oriented copy should be used with:
1. Value-Oriented Language
Value-oriented language ensures that your customers are going to find exactly what they’re expecting to see on your landing page. Customers expect to find valuable information, so try to use language that focuses on problem-solving, rather than simply factual language.
Look at your offerings as a solution, rather than as a product/service.
No: Increase your conversion rate by 50%
Yes: Save 50% of your marketing budget
2. Trust-Oriented Language
The language that you use on your landing pages should always instil trust in your readers. If it fails to achieve this, your call to action becomes largely redundant as audiences will feel deterred from sharing their information.
Try to use language that puts your audience at ease, and which steers clear of classic ‘clickbait’ style language.
No: Sign up to find out how to boost conversion rates
Yes: Sign up to learn more about landing page optimisation to boost conversion rates
3. Consistent Language
The language you use on your landing pages forms a significant part of the overall user experience. Whether you’re writing up company information, product descriptions, tutorials, or incorporating images, the message across each piece of content should be consistent.
They should come together to tell a story, rather than looking fragmented.
No: Download our free guide
Yes: Learn even more about landing page optimisation by downloading our free guide
What Does it all Mean?
So we know that great landing page copy is persuasive, insightful, trustworthy, and consistent… but what do these things really mean? Surely they mean different things to different people?
Decisions are made on emotions, and emotions are always different. Trust and logic only enter the picture later when people want to justify their decisions.
To ensure we’re using the right language for our customers, we need to know what our customers want… and they’re all going to be wanting something a little different depending on what stage of the sales funnel they’re at.
That’s why many companies using chatbots for customer service are now also starting to use the technology for early segmentation of audiences, to direct them to landing pages that meet their needs.
The conversational AI market is growing rapidly, and website chat has fast become one of the most effective and cost efficient ways to automatically segment customers.
Using chatbots for marketing means that we can ask ‘what does this person want?’ directing them to a landing page that’s optimised especially to speak to them.
Landing Page Audit
Unsure if your landing pages are speaking to the right customers, at the right times?
Here are five important questions to ask yourself as you conduct a landing page audit:
1. What is the purpose of this landing page?
2. What am I offering to my audience and is it clear what’s on offer?
3. How does this page specifically benefit a prospect at this stage of the funnel?
4. Does this give the prospect have all the information they need to take the next step?
5. Does this landing page provide motivation for prospects to take action?
If you’re struggling to connect your prospects with the information they need to convert, our team can help. Get in touch today at [email protected] to learn more about how we can help you direct your audience to the right pages, every time.
ConvertoBot is the leading chatbot website and social media bots platform. Set up a free account today.
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