It is easy to get dazzled by latest marketing tools and techniques. You stay current on all the latest innovations from the marketing world and attempt to implement everything you’ve learned on your landing pages at once. This is a huge mistake. Using new techniques is good, but you shouldn’t blindly follow every new trend that surfaces. A recent article by Instapage’s Fahad Muhammad discusses current landing page trends and how to apply them using classic marketing advice from the “Father of Advertising” David Ogilvy.
4 Steps to Create Powerful Landing Pages à la David Oglivy
If Oglivy knew anything, he knew how to make ideas stick. And when it comes to landing pages, you can’t afford for them not to be sticky.
Sticky landing pages have a direct conversion path. The job of a sticky landing page is to get your visitors to stick to it – and not end up on some other page. This is why sticky landing pages are the most effective pages, because they help your visitors stick around until they have clicked your call to action button.
Sticky landing pages have no distractions or detours on them. They get your visitors to trust your product, like your product, and (eventually) buy your product.
Here are four of Ogilvy’s most famous advertising quotes, and how you can use them to create the stickiest landing pages.
1. Make Your Headline Count
Your landing page headline needs to be worthy of someone’s attention. Find the right balance between clarity and creativity when writing your headline. You should let your visitors know from the start what they can expect from the rest of your page by reading your headline. Your headline needs to quickly identify the problem your visitor is facing, remind them how bad that problem is, and then explain to them why your product is the best solution for resolving it.
2. Don’t Set And Forget Your Landing Pages – Test Them!
A/B testing has the power to increase your conversion rates. It allows you to literally see which version of your page your visitors are responding to. A/B tests are so powerful that by simply changing the color of the CTA (call to action) button from blue to green, you can potentially see a 35.81% increase in conversions.
Just so we’re clear, I’m not advising you to change your blue button to green. I am only telling you that testing works. What works best on your landing page is something you have to figure out on your own.
3. Don’t Use Clichéd or Hollow Words On Your Landing Pages
Nothing kills the mood on a landing page like jargon. One form of jargon shows up in the form of abbreviations. Don’t assume your visitors know what these abbreviations stand for – you have to tell them.
As Oglivy puts it, jargon also refers to clichéd words like “revolutionary” and “cutting edge.” These are the kind of words that marketers love to use because it makes them feel special, and they try to impress visitors with the wordplay, but in reality, it doesn’t mean anything.
The problem is that when everyone in your niche is claiming to be one-of-a-kind and cutting edge on their landing pages, that just means no one is. Cut the fluff.
4. Create Trustworthy Landing Pages
If your visitors don’t trust your landing page, you can forget about conversions.
Your visitors need to know you genuinely care about their problem for them to even come close to clicking the CTA button. For your landing page to be trustworthy, you need to have trust symbols and real testimonials from clients so your visitors feel confident about making a commitment to you.
Your page should also convey to your visitors that you really care about their problem. You can achieve this with your headline and copy.
Sometimes, sticking to the basics pays off. Lots of classic marketing advice is classic for a reason. It works. And honestly, doesn’t it feel good when marketing advice from way back still makes sense now?
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