B-to-B Insights: Maximize Your Traffic
3. Use lots of testimonials. Like case studies and whitepapers, testimonials build credibility and overcome skepticism. If you invite customers to a live event, ask if they would be willing to give you brief testimonials recorded on video. Get signed releases from customers, have a professional videographer tape the testimonials and post them to your Web site as streaming video. Require Web site visitors to click a button to hear each testimonial rather than have the videos play automatically when they click on the page.
When soliciting written testimonials, customers may suggest you write what you want them to say and run it by them for approval. Politely ask that they give you their opinions of your product in their own words. Their letters likely will be more specific, believable and detailed than your version, which might smack of puffery and promotion.
4. Use lots of bullets. Highlight key features and benefits in a list of short, easy-to-read bulleted items. I often use a format where the first part of the bullet is the feature, and after a dash comes the benefit; e.g., “Quick-release adhesive system—your graphics stay clean and don’t stick together.” Online buyers like to think they are getting a good deal for their money, so when selling a product directly from your landing page, include all major features and important benefits in a comprehensive, bulleted list.
If you are using whitepapers to generate leads, you don’t need a huge list of bulleted features and benefits. However, using bullets to describe the contents of the paper and the benefits that information delivers can raise conversion rates for download requests.
5. Arouse curiosity in the headline. Your headline should arouse curiosity, make a powerful promise or grab the reader’s attention so he has no choice but to keep reading. For example, the headline for a landing page selling a training program on how to become a professional property locator makes a big promise: “Become a Property Locator Today—and Make $100,000 a Year in the Greatest Real Estate Career That Only a Few Insiders Know About.”
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.