I’m guessing that before you saw call to action B, you probably thought A was decent, or at least pretty standard (after all, I took it straight from a real landing page builder website and just replaced the company name).
But I’m also guessing that after you read call to action B, you realized just how plain and uninformative (and not to mention nearly identical to every other website) A was, right?
Which one made you more excited to start your free trial?
This is how you finish strong and keep prospects’ momentum up enough to opt in.
When you set expectations with your CTA, not only do you alleviate people’s uncertainty, but you actually get them even more excited to take you up on your offer.
If you haven’t noticed by now, I’m a huge proponent of being extremely literal, crystal clear, and no-nonsense in my approach to landing pages.
In general I stay away from witty humor and flowery metaphors in landing pages.
Why? Because they entertain, but they do not convert.
Yet over and over again I see landing pages (even from big, well known companies) that try to entertain more than inform, thinking that somehow people will sign up because the headline was a clever play on words.
I’m not saying you should never use humor or fun, especially if that’s part of your brand image.
What I am saying is that you should never ever sacrifice clarity and precision for entertainment value.
But what if entertainment is part of your marketing strategy?
What if you get a portion of your traffic from content that isn’t directly involved in converting customers?
THIS IS SUPER IMPORTANT:
Your content strategy and your landing page are at different stages of the sales funnel.
In general, landing pages are part of the consideration stage. Their purpose is to generate leads and push people further towards the sale.
Ideally the visitors going to your landing page is problem-aware, meaning they’re investigating potential solutions to their needs.
At this point, your visitors are considering your business.
So it’s your landing page’s job to give them all the important information about how you can solve their problem.
This is a pitch. Treat it like one.
That means prioritizing clarity over entertainment. And that applies throughout your entire landing page from top to bottom.
From headline to call to action.
Remember, at your landing page now you’re asking for payment (in the form of an email address) in return for a lead magnet. So treat it like money.
But hold on.
There’s still one major piece of the pie that we’re missing.
Even if you are offering incredible value…
And you’ve made that value clear and what you get out of it…
And you’ve set precise expectations that people can count on…
There’s still another question your visitors have that’s holding them back from pulling the trigger:
“But does it work??”
People want to be sure that the value you’re promising will work for them.
And despite your best efforts to be sincere, they’re still skeptical of your claims about your own offer. Even if you know you’re being 100% honest.
What they’re looking for is proof. Validation from other people who have gone before them and confirmed the validity of your claims as a third party.
This is called social proof.
But it’s not as simple as slapping on a testimonial or some logos of your clients’ businesses.
Social proof is easy to fake. So people want proof of your social proof.
Let’s talk about that next.