Latest / Marketing For Tradies / ⚠️Why Your Landing Pages AREN’T Converting (and How to Fix It!)

Transcript

⚠️Why Your Landing Pages AREN’T Converting (and How to Fix It!) · Marketing For Tradies

• 0:00
  SPEAKER_00: Anything that shows people that who you say you are and that you could potentially get them the result as well that they want and solve their problem because you've done it before.
• 0:10
  SPEAKER_00: People need to know what they're going to get in order to make a decision.
• 0:14
  SPEAKER_00: Showing them that you can get them the results because you've done it before, either for someone or for yourself.
• 0:21
  SPEAKER_00: And you need to have a plan of what they need to do next and make it easy for them to take out.
• 0:27
  SPEAKER_00: Welcome to Websites That Convert, the podcast where your website stops being a liability and transforms into your greatest asset.
• 0:34
  SPEAKER_00: I'm your host, Shannon, and I'm going to guide you through the strategies and insights you need to build a website that not only attracts but converts.
• 0:43
  SPEAKER_00: Let's dive in.
• 0:47
  SPEAKER_00: So you've got a new program, product, service, or package that you want to present on your website or a standalone landing page, and you want to know what are the elements that are going to make it convert.
• 0:59
  SPEAKER_00: Well, in today's episode, I'm going to talk about the three things your landing pages need so that it converts visitors into leads because that's the only job of the page.
• 1:09
  SPEAKER_00: It doesn't need to do anything else.
• 1:11
  SPEAKER_00: The first thing your landing pages need to convert traffic into leads and make people want to work with you is a promise.
• 1:18
  SPEAKER_00: What do I mean by promise?
• 1:20
  SPEAKER_00: I mean something that is appealing to them in terms of the outcome they're going to get from working with you.
• 1:26
  SPEAKER_00: You also need to tell them what they're actually going to get.
• 1:29
  SPEAKER_00: Think about the benefits, but also the features.
• 1:31
  SPEAKER_00: People need to know what they're going to get in order to make a decision.
• 1:36
  SPEAKER_00: Yes, a lot of it is going to be emotion-based.
• 1:39
  SPEAKER_00: So you should be thinking about what the emotional outcome is that they're wanting to achieve, like what's the deeper reason, but also the tangible things too, because you can't just focus on the emotions or just the benefits.
• 1:53
  SPEAKER_00: You have to touch on the features as well, because there are a lot of different buying personalities, buying types.
• 2:00
  SPEAKER_00: In order to cater to all of those people and the way that they purchase and the way that they make the decisions, you need to touch on the or talk in depth about the benefits.
• 2:11
  SPEAKER_00: So more of the intangible things, the emotions of the deeper reason around why they're wanting to or might want to take your solution or consider it as an option, but also the tangible things, like what are the physical features of what they're going to receive as well.
• 2:30
  SPEAKER_00: So the first thing your landing page needs is a promise.
• 2:33
  SPEAKER_00: What's the outcome they're going to get?
• 2:35
  SPEAKER_00: What are the tangible and intangible aspects of what you're selling and what they get if they purchase from you?
• 2:42
  SPEAKER_00: The second thing your landing page needs to ensure it converts visitors into leads and makes people want to work with you is proof.
• 2:50
  SPEAKER_00: So in this day and age, there are a lot of people out there that are selling things, selling snake oil, selling things that they have no proof of results for themselves or for clients they've worked with either, and then they're expecting you to purchase from them.
• 3:09
  SPEAKER_00: So one of the most important things and what a lot of buying types will consider when they're making a decision is proof.
• 3:20
  SPEAKER_00: So think about client results.
• 3:22
  SPEAKER_00: So what people have achieved from working with you.
• 3:25
  SPEAKER_00: If this is a new service or offer, it can be for other types of services or aligned products or programs or services that you have sold previously and what people have achieved from working with you, depending on the nature of your business.
• 3:40
  SPEAKER_00: But the best thing with any proof, and even with testimonials as well, is to make it as visual as possible.
• 3:47
  SPEAKER_00: So how can you get the message across about what results that you could get people in a visual way that isn't just text?
• 3:56
  SPEAKER_00: You also want to make sure that your proof looks real.
• 3:59
  SPEAKER_00: It is very easy for someone to create a bogus review or testimonial on their website or on their landing page with no credibility behind it.
• 4:10
  SPEAKER_00: There's no proof that that's even a real person.
• 4:12
  SPEAKER_00: It's very easy to fake these things.
• 4:14
  SPEAKER_00: So anything that you can do to make your results, your testimonials, reviews, any proof that you have as real as possible is going to be a benefit to you.
• 4:25
  SPEAKER_00: Think screenshots, think embedding reviews from Google, think video testimonials, think about things that are attached to people's profile so that people can, you know, see that they're a real person.
• 4:41
  SPEAKER_00: But definitely show some type of client results.
• 4:44
  SPEAKER_00: Um, show reviews and testimonials, case studies, anything that shows people that who you say you are and that you could potentially get them the result as well that they want and solve their problem because you've done it before.
• 4:57
  SPEAKER_00: The third thing your landing pages need to ensure they convert visitors into leads is a plan.
• 5:03
  SPEAKER_00: It's what do you want people to do next?
• 5:06
  SPEAKER_00: People make it so hard sometimes on landing pages to allow people to take action.
• 5:12
  SPEAKER_00: They have to scroll all the way down the page to the bottom to click a button that'll take them to another page that'll then tell them to fill out a form or do something that could have been done directly on that page.
• 5:26
  SPEAKER_00: Regardless, it needs to be clear what the next steps are.
• 5:31
  SPEAKER_00: So you could have your calls to action all over this page, like don't overdo it, obviously, but we always have calls to action in the header.
• 5:40
  SPEAKER_00: We want people to be able to take action as soon as they arrive on the landing page because there are going to be people that are simply ready to buy right now.
• 5:48
  SPEAKER_00: Hiding it down the bottom or making people scroll a long way down the page to find the calls to action or kind of decipher what they need to do next in order to buy from you actually is going to impact your conversion rates because there are some people out there that aren't going to take those extra steps.
• 6:11
  SPEAKER_00: They'll get distracted, something will happen, they may have a very fast change of mind, they may get bored with trying to figure it out.
• 6:21
  SPEAKER_00: But the third thing that your landing page needs is a plan, and that is what happens next.
• 6:27
  SPEAKER_00: Lay those steps out for them.
• 6:28
  SPEAKER_00: Make it easy for them to take action and understand how they can get what you are offering, whether it's buy from you, apply, book a call, sign up, not get in touch, not contact, don't use that as a call to action.
• 6:44
  SPEAKER_00: It can be a secondary call to action, but your primary call to action should be a much more valuable thing.
• 6:50
  SPEAKER_00: So your landing pages need to have a promise.
• 6:54
  SPEAKER_00: So an understanding of the outcome and results that you're going to get them, proof showing them that you are who you say you are and that you can get them the results because you've done it before, either for someone or for yourself, if this is new.
• 7:09
  SPEAKER_00: And you need to have a plan of what they need to do next and make it easy for them to take action.
• 7:15
  SPEAKER_00: So if you're creating a landing page, make sure that you have promise, proof, and a plan, and that will help more visitors convert into leads or sales or whatever that most valuable action is on the landing page because it'll have all of their questions answered and reinforced that you're someone that they want to work with and an understanding of what they need to do next.
• 7:37
  SPEAKER_00: Thank you for listening to Websites That Convert.
• 7:39
  SPEAKER_00: If you found value in this episode, please give us a five star review on Apple Podcasts and Spotify.
• 7:45
  SPEAKER_00: Follow us on all social media, and if you're a service based business owner that's looking to double their website conversions, book a call with my team using the link below.
• 7:55
  SPEAKER_00: I'll see you in the next episode.