As more and more companies come online and as the amount of time to grab someone’s attention decreases (around 5 – 7 seconds depending on whose blog you last read), the need to create landing pages that will stop potential customer in their tracks, get them to engage with your website and ultimately contact you becomes ever more important.
Here are 5 principals that should help turn browsers into callers.
1. Tell them what you do
As obvious as this sounds too many websites don’t state the obvious. Some websites do state what they do but tie it into over complicated introduction paragraphs where they confuse visitors with endless lists of all the services they offer. If you do offer lots of services then create a page for each one and state that you offer the service on that page. Creating clear links to these pages will also help with both navigation and SEO.
Other websites prefer to bore you with their company history. Remember, people visiting your website are interested in their future, not your past. Yes, there is a place on your website for this information but not in your opening gambit. When people ask you in the real world what do you do, I bet you don’t start with ‘We were founded in 1964’. Instead, you probably state your profession or, if you’re well versed in networking, you state the ultimate benefit of your business. So a good example of an opening line on your website would be ‘We have a track record in helping companies generate more business through proven web marketing strategies’.
2. Be Positive
Sadly a lot of businesses undersell themselves. If you’re really good at what you do then let the visitor know. You will need to back this up with testimonials and case studies but using positive words then you create a positive vibe to the site. Other positive techniques include the word Yes, ‘Yes we can help’, ‘Yes we have proven results’, ‘Yes you can call anytime’. Also, use ‘Remember to Call’ instead of ‘Don’t Forget to Call’ (2 negative words don’t always create a positive). Keep it positive. If your positive your potential customers will be.
3. Create Trust
Most visitors to your website are seeing your business for the first time so making them feel they’re in the right place is one thing but you need to back this up by creating trust. This can be attempted by talking the talk but people want proof they can trust your business before picking up the phone or dropping you an e-mail. There are 2 elements to this. Firstly, show them you’re serious about your business with a clearly designed website that’s easy to use and spelling mistake free. Secondly, you can share knowledge and talk the talk but web visitors want to know you can walk the walk. This is why testimonials are so important to your instant credibility. These need to be on the homepage, not hidden in the background and also need a credible signature. A testimonial signed ‘J Smith, Darlington’ probably won’t cut it. Instead, try for testimonials signed by Managing Directors or decision makers, don’t be afraid (with permission) to state their name and their company. And No your competitors wont approach them, they have just given you a testimonial. You probably don’t need the whole testimonial on the homepage but an easy to locate powerful statement with a link to the whole testimonial will do the job.
4. Limit the Offer
Fear of loss is an amazing tool when used correctly. For example, if you are running a spa and putting on special offers then let the visitor know there are only limited places or that an offer ends at midnight. Remember when the offer does end to take it off the site, otherwise you run into credibility issues when posting your next offer. This simple but effective technique stops people clicking off to another site or procrastinating on the offer. Of course, if you’re feeling very proactive you can let people know the offer has expired and that if they sign up to your newsletter then they won’t miss out next time.
5. Clear Calls To Action
There’s a great saying in the North East – Shy Bairns Get Nowt, which means if you don’t ask, you don’t get. So, as obvious as it sounds (there’s that word again), you actually do need to show visitors what to do next. Whether it’s add to cart, please call, please email us, request a call back or subscribe to your newsletter, they need to do something. The ideal scenario is they never leave empty handed. Also, make sure your telephone number is clear and located on every page and also in Text so mobile users only need to press the link to trigger a call.
Of course, if your website has told the visitor what you do, has shown them the end benefit, has created trust, has time limited offers, then they probably will contact you.
Author Alan Foster