Ask Lisa: Why isn’t my landing page converting?

by | Ask Lisa, Copywriting, Web Strategy | 1 comment

Ask Lisa Your Questions about marketing, copywriting, branding and advertising

Q:  Why isn’t my landing page converting?

A: This is a common question. The answer can be applied to landing pages, sales pages, social media posts, and more. Here’s what happened and how I responded.

I was asked to weigh in on a landing page (web page designed to get people to sign up for email messages) that wasn’t getting any conversions.  At first glance, I noticed immediately that:
  • there was no headline (this is the #1 most read part of all copy)
  • there was no qualifying information about the person who created the landing page (as in — who are you and why should I listen to you – credibility)
  • it wasn’t really clear why the offer was being made (clarity is crucial)
  • it didn’t spell out how it would benefit a person when the opted in (value proposition was missing)
  • there was not a compelling reason why a person should  opt-in (with no reason, there will be no action) 
People are sold the dream of creating a quick, online funnel and they are underwhelmed by the response (or lack thereof) and overwhelmed by the skill it actually takes to write a landing page that gets response. 
Here’s what I shared with the landing page creator:
“My first question is what is the greatest desire and PASSION of your ideal clients? What is the real, deep rooted challenge that can be touched on but not poked at?  I also noticed that the three questions leading in give readers an immediate opportunity to say “No!” and click away. You have exactly 3 seconds to capture attention, :30 seconds to engage, and 3 minutes for people to form a decision about doing business with you. I’m also curious to know what learning the steps you took will do for me? Once I know those steps, what’s going to happen? Gut instinct tells me you’d convert better with a “from the heart” video message from YOU.  Hope that helps. Feel free to ask Q’s or reach out. P.S. Are you worried about “conversion” rate (which is a sales metric) or opt in rates (lead building metric to get people on your list) or click through (potential sales metric once opted in)?” …
I share this with you today because you likely have questions about how you can improve your copy and you might not have thought about all of these elements.  
That’s exactly why I created the training program Create Copy to Connect and Convert With PASSION Points.  After doing this for over a decade, I know a thing or two, in this case — 11 key points— about writing copy and getting results. Review the details of the training program, invest today, and receive the training plus a strategy session with me.
 
Currently, over 80% of my subscribers are opening my introductory email series (that’s really good, in case you’re wondering) and within my training course I teach you how to get better results with your content for only $297 and that includes a one-to-one strategy session when you are done (I also have a 2-pay option for you to make it easy breezy). 
AND, if you’re not in the position to invest (I get it, I’ve been there, too) you can do two things to improve your copy but you’ve got to take action. 
  1. Read this article to help you plan for online success with your Copywriting Action Plan — Click here (your comments are always welcome and feel free to share with someone who will benefit).
  2. Revisit your Copywriting Action Plan and join the Write On Creative Community Facebook Group (this is a closed group where we discuss all things marketing messages and strategy — in particular, The Copywriting Action Plan — AND yes, I’ll be the one in the group answering your Q’s and interacting because that’s what it’s all about) – click here to join.

Another great way to stay up to date on marketing and messaging trends is to join the Write On Creative Community. If you’re not yet a member, join here (it’s FREE) and discover how to create marketing messages with integrity with a focus on PASSION points not pain points.

Do you have business questions about branding, copywriting, and marketing? Submit your questions here and I might just blog the A to your Q.

Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog. www.writeoncreative.com/blog

1 Comment

  1. Elizabeth Clark
    Elizabeth Clark on November 27, 2017 at 1:51 pm

    Great article, Lisa!

    I love the reminder how important headers are. In fact, I’ve heard we should be spending 80% of our writing time deciding the perfect header for our copy.

    There are so many fun ways to share the benefits of our products and services – let’s recognize them, clarify them and share them.

    Reply

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