#1. The 3 Second Rule: This one should really be called the split second rule because that is how fast we make decisions when deciding whether something looks professional or not.
Your landing pages should clearly display:
- Your company name
- What you are offering
- Why should they be interested
- How they can get it
Someone should never be confused as to what the offer is and what the point of the page is.
TIP: You want to know what the number 1 killer of conversions is? It’s confusion. If your prospects are confused and don’t know what you’re offering, you can kiss that person goodbye. They’ll be gone faster than a piece of cake on cheat day!
#2. Your Contact info: You want your phone number, email address, and physical address easily visible on your pages, especially, if you’re a local business. We get a ton of leads for our clients by simply adding this information. If you have a local business and you don’t have your contact info on your pages, get it on there now.
Leads come in many forms, not just emails or sales. When people have questions, they want to able to ask them and they don’t want to dig for your contact info. Not to mention the fact that is gives your business instant credibility.
#3. You, You and You: Change the copy on your pages from “we” to “you.” Often times, when I’m reading a landing page, I see: “And, we offer this…”, “We do that”, and “we, we, we”. Who gives a shit what “we” do? Change the message to “you.” Here’s an example: “Imagine how you will feel when your friends come up to you and say ‘WOW, you look amazing!’”
Get the point? Good. Moving along.
#4. Testimonials. Make sure your pages have before and after pictures. If you’re in the fitness business and don’t have these, get some! I don’t care if you are new and have just one happy client. Ask them. If you don’t have pictures, get a video of one your clients giving you a testimonial. The more you have, the better.
Then, make sure you have them on your landing pages!
We are in the fitness business after all aren’t we? Let me tell you a quick story. The other day, a personal trainer asked me to review his website for him. He had 15-20 written testimonials from clients and NOT one single picture! Who has time to read a bunch of text?
TIP: Use testimonials near high anxiety spots, like order buttons or on the order form itself.
#5. Use contrasting Colors: Your call-to-action buttons, such as, “click here to order” or “enter your email address here,” should be in contrasting colors. You don’t want them to blend in with the rest of the page. The best colors to use are red and orange. Stay away from using the color blue.