Why Are My Landing Pages Not Converting?

Are you noticing your Pay Per Click advertising landing pages getting tons of traffic but not many conversions? Your landing page copy could be to blame. The content on your landing page is one of the most important things when it comes to drawing conversions. Here are a few ways to improve the copy of your website to help turn visitors into leads.

Focus on Benefits not Features

Benefits tell your audience what your product can do for them. Features, on the other hand, are more informational, telling your audience what your product is about. You want to persuade users to purchase your product or service by showing them the benefits it will have on their lives. Although features are still important you should initially focus on the benefits then back them up with the features.

Keep it Simple

One of the biggest mistakes that can be made when it comes to writing copy is using too many words or words that may sound impressive but ultimately don’t do anything to persuade the user. Good copy relies heavily on good messaging. It is about the quality of your content rather than the quantity. You want to have clear and to the point messaging to convert your visitors.

Offer Something Extra

A study published in the Journal of Marketing discovered that people are happier to get something extra for “free” rather than to get the same thing at a lower price. For example, offer an “extra 20%” on products instead of lowering the price. When it comes to your landing pages it’s better to explain exactly what the numbers mean and show them how they will impact the final price.

Creating landing pages that drive conversions can be a challenge. But by focusing on the benefits verse features, cutting down on superfluous language and creating clear messaging you can help increase the conversion rate of your landing pages.

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