As a part 2 from our previous post on website conversions, in this post we’re going to share actionable tips on improving your blogs, sales pages, and newsletters.

If your sales funnel hasn’t been performing as well as you’d hoped, these are ways to refine your setup.

Distractions Kill Conversions.

This is a statement that’s easy to understand but somewhat trickier to implement. Most website owners don’t actively think they are distracting readers with the content they create, but distractions aren’t always clear to us looking at our own material.

Check your user interface, first. We mentioned before that a confusing UI works against you. But suppose the user is already where they need to be now, and no further navigation is necessary.

Are you still trying to lead them somewhere else?

Over the years we’ve reviewed a lot of websites, and you might be surprised at how often we see a page setup doing one of these things that works against the sale:

  • Flashy animation. This may seem counterintuitive; after all, it grabs attention right? But not always the right kind of attention, and it may grab it for too long and actually discourage that person from continuing to follow your narrative.
  • Linking to other pages. It’s nice to be helpful, and in other circumstances internal linking throughout your site is the cornerstone of good SEO. On a sales page we want the reader focused. If they’re clicking through to other pages, even helpful ones, this page has lost their attention.
  • Too many calls to action. Decide what you want the user to do most on this page and stick with that. If you invite them to subscribe to your newsletter AND THEN provide social media links AND THEN ask them to book an appointment, it’s too many things and causes subtle anxiety. Where to begin? Should they subscribe first or call you? Once they’re on social media, you’ve lost them.
  • Entry pop-ups. These are popular, and a lot of people use them because they work just enough of the time to seem alluring. But it’s a lot tougher to measure how many people might have been interested, might have been persuaded, but instead lingered on the page shortly and left because of these annoying UI elements. Pop-up boxes are asking for the sale without yet providing a reason, and then when you ask again later we’re treading into “too many calls to action” territory again.

Personalize Your Page Copy with Targeted Messaging

People want to feel like you get them and that you’re seeing them, human to human. That’s always been true, but in today’s go-go-go world of ads and images vying for attention at every turn, people don’t often actually FEEL they are being seen as anything more than another impression on a data sheet.

It’s tempting to focus on features, on tech advancements, or personal savvy to address that dreaded “how we are different and why you should trust us” piece of the puzzle.

But ask yourself this: If someone made it a point to tell you how trustworthy they are, does that make you trust them more or less?

It’s not different in sales copy.

If you don’t tread carefully here you end up either sounding arrogant or hungry, and neither are attractive in most settings for a prospective customer.

Instead…

  • Open with narratives that immediately show you understand their pain, their challenge, and what drove them to seek solutions.
  • Tell stories that demonstrate familiarity with these challenges and also allow you to illustrate the positive outcomes you create.
  • Describe the other customers you’ve helped. When a reader sees themself in that person, they’re making the link that you can help THEM on their own. Describing those you’ve helped also shows once again that you’re paying attention, and that you care.

Optimize The Flow Toward A Call To Action, and Make That Call Clear.

If you think of your page as a narrative of sorts, then everything on that page should cohesively work toward one singular end point.

That starts with the title, which should accurately describe the issue and make it clear this is the page that can solve it. From there, never say more than you have to in the body copy.

It’s good to be understood, but less is generally more on a sales page. When you’ve made a point, smoothly transition to the next section that has logical continuity.

If you open with a story that describes a person just like the reader, highlighting their pain point in a light that shows empathy, talking about what drove you to create a good solution is a fair segue.

Don’t be verbose, but definitely write in a human way that doesn’t sound like a corporate handbook explaining the issue. No one’s after that and they won’t proceed unless they feel they have no other options.

When it comes to the call to action itself, bear these things in mind:

  • Color matters. Warm colors can evoke comfort, but sometimes red tones convey a sense of urgency or alarm that might work against the narrative you’re creating – especially if your solution involves relief from those emotions. Cool colors can evoke trust and calm, but may not contrast well with your other colors and may not stand out.
  • Use a color for calls to action you’re not using on anything else. This helps them stand out, and also subtly trains the reader’s mind to associate that color with something important since they didn’t encounter it elsewhere.
  • Use imagery with a directional focus. A call to action doesn’t have to simply be a button or a text link. Using graphical elements like arrows, characters pointing, or even a depiction of the solution happening can help carry the reader toward the action itself. These things all guide the eye – some subtly and others less so.
  • Use active language. There’s a reason phrases like “Call today” or “Call now” are used so often as opposed to “Get help today”. The latter is passive, like a thing is just happening to them. Language that implies actually taking an action subtly reinforces the decision. It’s even stronger the clearer you are about what comes next. You can upgrade “Call Today” to something like, “Ready for your dream home? Let’s start the search.” It’s encouraging, it sounds confident, and it implies what will happen next once they call you.

Technical Drawbacks That You Can Correct

These aren’t something the user can see, per se, but they definitely work against your efforts.

Page Load Speed

When it’s a website, page load speed matters. It’s true for SEO and how Google sees your site, but it also conveys a sense of quality (or lack thereof) to the reader if the page loads smoothly and promptly or seems to be struggling.

If their need involves a sense of urgency, it’s all the more damaging if your website is slow and feels clunky.

Responsive Web Design

You can cater toward the device most of your users are on. Advice like “mobile first” is common, but it’s actually not always true that the vast majority of your users are on their phone. You can use Analytics and other tools to gain insight about this, and you may find (depending on industry) that more users are on their laptop viewing your website.

Focusing on visual cues that work great on a phone but fall short on a larger screen might be a mistake. And it’s true the other way around, where relying on wide horizontal UI with visual elements may not translate well to mobile.

Food or expedient services are often mobile dominant, for instance. But things that require research and careful consideration, such as buying a car or house, tend to favor larger screens.

Those users are often searching from home, perhaps from their sofa, office, or bedroom.

Test and Measure

Try A/B testing if you’re not sure. This involves creating 2 very similar pages where only a few key elements are different. That might be font sizes, color choices, or even the focus between mobile or desktop. That way you can measure differences in reception and draw conclusions.

Closing

If this was helpful and you’d like more of this sort of advice for your marketing, reach out to us and we’ll talk further about your goals.

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