Competing sites with almost the same monthly visitors have different sales performance levels. This is due to the fact that their web copies, also called as landing pages, are different. The landing page of one site may be effective in converting pro
spects into clients, while the sales copy of another site sucks with poor conversion rate.
Therefore, it is important for owners of eCommerce sites and online shops to give due attention to the sales copy of the site because this can make or break the business. Keep in mind that sending traffic to the site is an enormous and a very challenging task. This could be expensive, as well.
Even if you are quite successful in funneling generous amount of traffic to your blog, but if your landing page is not impressive and very compelling enough, then all your efforts in capturing site visitors are only wasted. To be successful in online business and in generating huge profits coming from impressive sales, it is important to attain success in both leads generation and copywriting.
Failure in one of these two important ingredients of success will also mean failure in attaining your goals. So to avoid making costly investments that result to poor sales and low return on investment, you must create a powerful sales page where visitors are left with no choice but to buy the products you are selling, or avail of the services that you are promoting in your site.
While there are no copywriting rules, there are a couple of useful tips to follow and observe that can help you create a killer sales page that truly converts. They are listed as follows:
7 Killer Tips in Copywriting
1. Create a Compelling Headline
The headline is one of the most important parts of the landing page. This is largely responsible in grabbing the attention of the readers. It must, therefore, be unique and quite enticing, and it should stand out from the rest; otherwise, people will not bother to check the web page at all.
It is not enough to have a very impressive landing page. It must also target the right audience by inserting the appropriate keywords in the headline. Make it simple yet powerful. Appropriate use of color, font, and size is essential; they should blend well to the overall design of the webpage.
2. Give More Focus on the Benefits
Some landing pages give more focus on the features of the products. While this is good and important, you must give more attention on the benefits instead of the features. Take note that most customers will normally want to know how a particular product helps in solving their problems, or what benefits will they enjoy from using the product.
Some webmasters simply assume that by just listing down the features and briefly explaining their functions; readers will already understand the benefits. This is not always the case. That is why it is important to highlight the benefits to convince prospects to push the ‘buy’ button.
3. Focus on Your Customers
A lot of landing pages have poor conversion rates because they are focused on the products and the company. This is a big mistake. Although it is good to highlight the achievements and milestones of the company to further convince people to trust the product maker, this must only be a part of the sales page and not the main focus of the discussion.
Instead, redirect your focus on your customers. This means, projecting in advance what the most common questions are, and immediately answering these questions to clarify confusions.
Thus, it is best to allocate a portion of the page to FAQs or frequently asked questions. Remember, this is not an actual sales presentation where customers can simply ask questions and they are immediately answered. In most cases, readers will simply rely on the given information and their concerns are kept to themselves, rather than going through the tedious process of contacting the customer service if applicable.
4. Compliment your Presentation with Photos
A picture speaks a thousand words. This is a famous dictum that also holds true in sales pages. Photos help a lot in augmenting the overall understanding of the readers on the entire presentation. Aside from that, pictures depict unspoken messages that can further impart to the customers the main message of the landing page.
5. Insert ‘BUY’ Buttons at Strategic Locations
There are customers who are already convinced of the benefits of the products, and they are eager to immediately make the purchase without further sales talks. Therefore, you must make your ‘Buy’ buttons immediately available to the clients to instantly close the sale.
Add a couple of buttons and insert them at different places of the entire page. One must be inserted at the top portion of the sales copy, while another button should be placed at the bottom. Also insert a few ‘Buy’ buttons at the middle of the page, if necessary.
6. Show Some Proof
You may have done a good job in presenting your products very well, and readers are quite convince of all the benefits that you have presented to them. However, before finalizing their decisions, they still need some proofs to back all your claims. To erase all doubts, give them solid proofs to support the things that you promised in your sales page.
For instance, if you are selling weight loss products, nothing is more convincing than showing them actual results of obese people really losing significant weight as a result of using your product. This will help separate your brand from the others offering the same promises.
7. Push the Emotional Triggers of Your Prospects
Shoppers have different emotional levels of buying. Some are at the peak buying mode; this is the time where customers are ready to make the purchase and they don’t need further sales presentation. Therefore, this is best time to sell because little persuasion is needed to close the deal.
However, to get to the peak buying mode of your clients, you need to trigger their emotions by showing to them the awesome advantages of using your products. You can do this by creating a picture of your customer already enjoying one of the benefits that your products bring.
On top of the above tips on creating a powerful web page, there are other important things that you must also observe like using the appropriate design, adding videos, and so on. You must carefully study what works well in your case.
Bear in mind that many successful sales pages were not done in just one session. It normally takes a series of tests and tweaks before achieving the highest conversion rate. Regular updates must be done as well to keep your contents fresh.
Sales copies without regular updates will eventually experience decreasing conversion rate. To keep prospects well-informed on the fact that the benefits are still applicable today and very competitive versus newer products in the market, it is important to constantly update the sales copy to maintain the momentum.
Nevertheless, webmasters must be always aware of the importance of sales copies in selling products and services. Capturing hundreds and thousands of visitors is not enough to guarantee online success. You must also have a high-converting sales page that ensures that most visitors will really buy one or more products offered in your website.