“More and more people are opening online stores and online retail businesses. This market is expanding very, very quickly.” — Tobias Lutke
There’s lots of buzz about blogging, viral marketing, social networking, and also newer methods of generating online traffic like podcasts and brand collaboration, among others. But all that traffic won’t make you any money unless you can convert those unique visitors to leads or customers.
Depending on whether your goal is to sell a product directly from a client’s landing page, ask visitors to download a free white paper, or promote a webinar or demonstration, conversion rates can range from as low as one percent or less to as much as 50 percent or more.
Here are nine keys that should help you pull in those higher numbers:
1) Build credibility right from the start — Let’s face it: People have always been skeptical of advertising. And the internet hasn’t exactly helped that, what with phishing emails, malware, and less-than-reputable online businesses. People are more skeptical than ever. Because of that, your landing page copy must immediately overcome that skepticism.
One way to do that is to clearly display one or more “credibility builders” early on the page. Use your logo and company name if you are well-known. If your client is a university, association, and institution, you can place their official seal in the upper left of the screen.
Open your copy with a strong testimonial or two.
Consider adding a pre‐head or subhead which summarizes the company’s mission statement or credentials.
If your client has won awards or otherwise been recognized, mention that.
If the product you’re writing about has been endorsed or recognized by a reputable organization, say so.
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