Are you searching for new ways to generate more leads from your website? You\u2019re not alone.<\/p>\n
While many businesses are finding that they\u2019re 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\u2019s not impossible.<\/p>\n
One of the best ways to generate leads from your website is to ensure that your landing pages aren\u2019t just optimised for keywords, but are actually talking to your audience. Are yours?<\/p>\n
Understanding Landing Page Copy<\/b><\/p>\n
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.<\/p>\n
You can include persuasive language in your call to action, but this isn\u2019t always as easy as it seems.<\/p>\n
CTAs can be tricky; there\u2019s 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.<\/p>\n
For example…<\/p>\n
No: See how it works<\/p>\n
Yes: Get your free demo today<\/p>\n
But\u2026<\/p>\n
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:<\/p>\n
1. Value-Oriented Language<\/b><\/p>\n
Value-oriented language ensures that your customers are going to find exactly what they\u2019re 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.<\/p>\n
Look at your offerings as a solution, rather than as a product\/service.<\/p>\n
No: Increase your conversion rate by 50%<\/p>\n
Yes: Save 50% of your marketing budget<\/p>\n
2. Trust-Oriented Language<\/b><\/p>\n
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.<\/p>\n
Try to use language that puts your audience at ease, and which steers clear of classic \u2018clickbait\u2019 style language.<\/p>\n
No: Sign up to find out how to boost conversion rates<\/p>\n
Yes: Sign up to learn more about landing page optimisation to boost conversion rates<\/p>\n
3. Consistent Language<\/b><\/p>\n
The language you use on your landing pages forms a significant part of the overall user experience. Whether you\u2019re writing up company information, product descriptions, tutorials, or incorporating images, the message across each piece of content should be consistent.<\/p>\n
They should come together to tell a story, rather than looking fragmented.<\/p>\n
No: Download our free guide<\/p>\n
Yes: Learn even more about landing page optimisation by downloading our free guide<\/p>\n
What Does it all Mean?<\/b><\/p>\n
So we know that great landing page copy is persuasive, insightful, trustworthy, and consistent\u2026 but what do these things really mean? Surely they mean different things to different people?<\/p>\n
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.<\/p>\n
To ensure we\u2019re using the right language for our customers, we need to know what our customers want\u2026 and they\u2019re all going to be wanting something a little different depending on what stage of the sales funnel they\u2019re at.<\/p>\n
That\u2019s 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.<\/p>\n
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.<\/p>\n
Using chatbots for marketing means that we can ask \u2018what does this person want?\u2019 directing them to a landing page that\u2019s optimised especially to speak to them.<\/p>\n
Landing Page Audit<\/b><\/p>\n
Unsure if your landing pages are speaking to the right customers, at the right times?<\/p>\n
Here are five important questions to ask yourself as you conduct a landing page audit:<\/p>\n
1. What is the purpose of this landing page?<\/p>\n
2. What am I offering to my audience and is it clear what\u2019s on offer?<\/p>\n
3. How does this page specifically benefit a prospect at this stage of the funnel?<\/p>\n
4. Does this give the prospect have all the information they need to take the next step?<\/p>\n
5. Does this landing page provide motivation for prospects to take action?<\/p>\n
If you\u2019re struggling to connect your prospects with the information they need to convert, our team can help. Get in touch today at support@convertobot.com<\/a> to learn more about how we can help you direct your audience to the right pages, every time.<\/p>\n ConvertoBot is the leading chatbot website<\/a> and social media bots platform. Set up a free account<\/a> today.<\/p>\n Articles you may also like:<\/b><\/span><\/p>\n Are you searching for new ways to generate more leads from your website? You\u2019re not alone. While many businesses are finding that they\u2019re 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\u2019s…<\/span><\/p>\n\n