You get four seconds to convince me to read your website’s landing page.
They’re gone now. Am I persuaded yet? Studies show that 17% of internet users decide if they’re going to stay on a webpage within four seconds of the page loading. So, what are you going to do with that time?
Based on a recent webinar from expert copywriter Amy Harrison (whose wisdom is visible on twitter as @HarrisonAmy), I’ve pulled together this list of tips and tricks to keep people on your website instead of navigating away to see what your competitors have to offer.
For the purposes of this blog we’re gonna say that Lancelot (yeah, no boring Joes here at Blue Corona) is looking to get his air conditioning fixed. So he goes to his search engine of choice and types in “air conditioner repair,” a generic but very common search.
Landing Page Salesmanship
Even if salesmanship may not feel natural to you—you’re a copywriter after all!—each of your landing pages should have a natural persuasion to them. Keep in mind that Lancelot is reading this page because he needs his air conditioning unit fixed, so find ways to naturally include sales verbiage in the copy. Here are three easy ways that Amy recommends doing this, each of which I’ve outlined using a Merlin-themed example.
1. What Makes You Unique?
While it may feel like all HVAC companies are created equally, they’re not—trust me. The same goes for companies in remodeling, real estate, and ecommerce. There are specific aspects that your company has that others don’t.
Back to Lancelot needing his air conditioning fixed. He clicked a search result for an HVAC company called Merlin’s Cooling whose AC repair landing page highlights how they provide the following things:
24-hour emergency service
Warranties for their work
Will some of their competitors likely have other guarantees, like employees who have been drug tested? Sure. But does Lancelot know that? No. Does Lancelot trust Merlin’s Cooling for telling him up front what they offer and how he can benefit? You bet he does.
2. Introduce the Monster You’re Slaying
What is the enemy of your particular company? For restoration companies, the enemy is mold or fire damage. Lancelot’s enemy here is his malfunctioning AC system, so the landing page for Merlin’s Cooling laid out the enemy in the first sentence:
“Has your air conditioning unit stopped working due to a faulty wire, a problem with the fan, or a reason unknown to you?”
They have immediately identified with the user’s need and done so within your four seconds. You can learn a thing or two from Merlin!
3. Emphasize the Benefits of Your Services
While this is the trickiest this to pin down in copywriting, it can be the most helpful for someone trying to decide to give you their business. This is accomplished by combining emotion and logic, creating a statement that explains what you do, what that means for the customer, and how it makes them feel emotionally.
Merlin’s Cooling accomplished this by reminding Lancelot how important they were to their customer. This was the sentence that was the deciding factor for Lancelot:
“We complete the necessary repairs so that you don’t have to, making you less stressed about making sure your family is comfortable and more focused on spending quality time with them.”
The Quest for Landing Page Copy
You see, all this time Lancelot was on the quest for the Holy Grail, he didn’t have time to deal with a broken air conditioning unit. He was on a much bigger journey.
But because a Merlin’s Cooling copywriter took the time to write copy that explained how Merlin’s Cooling:
Was unique from other companies
Solves problems for their customers
Includes customer-focused emotion logic statement
Lancelot was able to make a great choice for his HVAC needs.
And now, back to that Grail.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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