B-to-B Insights: Maximize Your Traffic
10. Stress the money-back guarantee or lack of commitment on the part of the user. If you allow customers to order products directly from the landing page, make sure you have a money-back guarantee clearly stated on that page. All your competitors give strong money-back guarantees, so you can’t get away without doing the same. If your product is good and your copy is truthful, your refund rates can be as low as 1 percent or less.
If you are generating leads, stress that your offer—which might be a whitepaper, online demonstration or webinar—is free. State that there is no obligation to buy and that no salesperson will visit.
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.