While you’re landing page might not have a firm handshake and a winning smile, the following are some steps you can take to improve your landing page’s sales ability. (doesn’t make sense? it will…) I’ve broken down the 5 main steps in a general sales strategy and related them to the landing page creation process.
- Identify Your Customer – What are the demographics of your clients? Are they younger or older? Have caviar and champagne dreams or McDonald’s value menu incomes? Play sports or spend their time trading Pokemon cards? Whatever it is, you can use the information to create a look and feel of the landing page. If you know your focus client is more technical savvy, use more technical jargon in the content versus an image heavy site. The page should be simple but directed towards your target audience.
- Qualifying Customers – aka: SEO your site. Hire someone like, (cough) NetSearch Direct to optimize your sites ranking and target your keywords. Add a Pay-Per-Click campaign to increase your traffic and increase your keyword focus. Do your research and make sure that all your product or service keywords are somewhere on your landing page.
- Reassure Credibility – Content, Content, and Content. Explain on your page why the visitor should choose you over everyone else advertising online. Add testimonials, comparison charts, or reviews and most importantly add an offer. With a weak economy, offers are more popular than ever in gaining the sale. An offer can be in a form of a coupon or free service or a guarantee. Be creative and try not to have the same offer as your competition.
- Ask for the Sale – A step most sales people overlook, but your landing page shouldn’t. After a customer has visited your landing page by qualifying themselves through natural or paid search marketing and read your credible content, what do they do next? This is where a “Call-to-Action” comes in. Add terms that will lead to what action you want the visitor to take: “Buy Now!” “Start Searching!” “Get More Info!” And for Pete’s sake, don’t forget the exclamation mark!
- Follow Up – Invite the customer to register to receive additional information from your site after the action. Keep your customers engaged in the site; write a blog, start a twitter account, email a newsletter about new products. The 80/20 sales rule holds true in Internet sales, meaning 80% of your sales comes from 20% of your customers so keep your clients coming back for more.
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