B-to-B Insights: Maximize Your Traffic
6. Use a conversational copy style. Most corporate Web sites are unemotional and sterile, but a landing page is a letter from one human being to another. Make it sound that way. Even if you are selling a highly technical product to techies, remember that they still are human beings, and you cannot sell something by boring people to death.
7. Incorporate an emotional hook in the headline and lead paragraph. Logical selling can work, but tapping into the prospect’s emotions is much stronger—especially when you correctly assess how the prospect feels about your product or the problem it solves right now.
Also, stress your free offer in the headline and lead. For example, bearing manufacturer Kaydon shows a picture of its catalog with a bold heading above it that reads: “FREE Ceramic Bearings Product Selection Guide.”
8. Solve the reader’s problem. Once you hook readers, show how your product—or your free information—can solve their problems. For example: “Now there is a better, easier and more effective solution to wobbly restaurant tables that can irritate customers and ruin their dining experience: Table Shox, the world’s smallest shock absorber.”
To maximize-landing page conversion rates, you have to convince visitors that the quickest route to solving their problems is taking the action indicated on the landing page and not surfing your site. That is why I prefer landing pages to appear with no navigation, so the reader’s only choice is to respond or not respond. There’s no menu of click buttons and hyperlinks to other interesting pages to distract him.
9. Make it timely and current. The more your online copy ties in with current events and news, the higher your response rates will be. This is especially critical when selling financial and investment information as well as regulatory compliance products in fields where laws and rules change frequently. Periodically update your landing-page copy to reflect current business and economic conditions, challenges and trends. This shows visitors that your company is on top of what is happening in your industry.
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.