5 Secrets to Creating Landing Pages that Convert More Prospects to Clients

January 6, 2012 by  
Filed under Coaching, Copywriting, Online Marketing

One of the key reasons to have dedicated website landing pages is that you can focus an interested prospect’s attention just on one specific product or service. But here’s the thing: many people focus the majority of their efforts on getting people to their website landing pages and not enough on creating landing pages that convert visitors into buyers, which results in disappointing sales and frustrated business owners.

Today, let’s talk about a few quick and easy tweaks that can lead to a better landing page – so you can get more sales from your marketing efforts.

  1. Don’t distract your visitors. A navigation menu can help your website visitors to find their way around your website, but it has no place on your landing page. The reason is simple: it’s a distraction at a time when you want visitors to focus solely on the offer at hand. Once they are on the page, keep their attention on the page. Don’t have links going to other pages.
  2. Grab readers’ attention in a bold way. As soon as visitors click on your landing page, they should be riveted by an attention-grabbing headline that is so compelling, they have no choice but to keep reading…all the way down to the “Buy Now” button.
  3. Focus on your reader. Take a look at one of your paragraphs. If there are more “I” statements (such as “I know this product is great because…”) than “you” statements (such as “You will love this product because…”), you risk turning off potential customers. Because, at the end of the day, customers want to feel understood and cared for, and for that reason people will relate more to your message when they feel like you’re more concerned with how the product will help customers than how great the product is in general.
  4. Repeat your call-to-action. Readers make their buying decisions at different times (some take more time – and need to learn more details – than others), so be sure to offer the call-to-action, such as your invitation to purchase the product followed by an order button, several times in your landing page. The first call-to-action should follow a strong set of benefit statements that get readers excited about your product, with subsequent action requests as they make their way down the page.
  5. Wow them without bragging. Testimonials from happy clients are a great way to showcase your expertise (and the results you bring) without coming off as a braggart. Words of praise coming from an objective third party hold significantly more weight than if they come from you directly. (Note: Adding in your clients’ photo and full name, if given permission, is also more powerful than an anonymous testimonial…whose validity some readers may question.)
  6. Offer a generous money-back guarantee. The offer of a money-back guarantee is not new practice, but most people only give clients 30 days to decide. Some people may feel unable to truly evaluate a product or service within that time…and as a result avoid the purchase. Offering a 365-day guarantee, however, not only eases your prospects’ concerns, but it also shows complete and utter confidence in the effectiveness of your offerings. That level of confidence tends to rub off on your clients, leading to higher sales and overall satisfaction of the purchase as well.
  7. Throw in something extra. Bonuses are a great way to add extra value to your offering, often without adding extra work for you. For instance, if you have a previously-recorded teleseminar on a topic that relates to – and compliments – a new group coaching program, that recording can provide extra incentive for potential participants. You might also consider offering a hot bonus just for the first X number of registrants, or by a certain date, to encourage quick action.
  8. Don’t forget the PostScript! For reasons still unknown, people tend to skip to the PostScript (otherwise known as the P.S.) at the bottom of a sales page or letter. So make it a good one! Use your P.S. to re-iterate the benefits and any fast-action bonuses you may have.


These 8 steps will get you well on your way to a landing page that is more effective and helps you to invite more website visitors to initiate the process of a long-term customer relationship with your company.

Sarah Jo Wood is founder of Evolving Advisors Inc. and author of ‘How to turn a No or a Maybe into a Yes!” She fills practices through enrollment conversations. Her coaching program teaches how to overcome objections so you can sign up all the clients you want and increase your bottom line. She’s been an entrepreneur for over 20+ years and awarded consistently. She is a dual citizen of the U.S.A. and lives in Toronto, Canada, with her b/f and four pets. www.evolvingadviser.com


One Response to “5 Secrets to Creating Landing Pages that Convert More Prospects to Clients”
  1. Rebecca says:

    Great points for landing pages – especially #1 and #4! Almost opposite what would be recommended for a regular website, but I think that’s the key to good landing page conversions.

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