With all the hype around getting GPT to write your landing pages while you snuggle into your fireside chair, you’d assume someone has proved beyond doubt that AI-written pages are always good and effective. Have you thought to check?
I can assure you they look good. ChatGPT, Claude, Jasper and probably all the others are adept at laying things out nicely in super-neat H1, H2, H3 headings with nicely organized text underneath each.
It’s very convincing! I want to be convinced. It makes life so much easier.
But wait. Do you know what should be on your landing pages? Have you something to check the AI version against?
This is crucial for two reasons:
1 You need to be able to assess what AI offers you or you’re vulnerable.
2 Your previous data (lagging indicators) can show you the difference in conversion outcomes between your old landing pages and the new AI ones going forward. If your old ones differ in looks and content but still brought in lots of conversions, think carefully about assuming AI ones are better.
So let’s look into what a decent, effective landing page will look like, so you do have something to compare any new copy with.
Landing Pages: Well-Optimised to Convert Website Visitors
Decide on the main keyword for that page and make sure it’s in the main headings, and a few times throughout, as well as the URL. Think what people have read before they clicked through to your landing page (the ad, social post etc). It should look familiar or it disconcerts them.
Check there is a single focus on any of your landing pages. You’re not selling your side lines here; you’re converting for one service or product.
Is there a really enticing lead gen form that will capture visitor information from those who are interested but not yet ready to buy? These are referred to as transitional calls to action – they’re important. According to what you’re selling, some decisions take longer for people to make. Keep them in your circle while they make up their mind!
Imagine how the landing page looks to a visitor on arrival. Is it clear? White space? Enough headings for clarity? People have little patience in trying to work things out for themselves! Give it to them on a plate. Make it a feel-good experience. Avoid them bouncing off to your competitors.
Have you included some social proof or testimonials from satisfied customers? You can up your page conversion rate by a whole percentage point by adding these. Don’t we all check out reviews before committing to buying?
Check there’s one direct call to action on the page. They achieve higher conversion rates. Why? Well, maybe people are already half-convinced when they land on your pages. They’ll scan your extra detail and click on one obvious button.
Essentials for Your Landing Pages to Bring Conversions
1 Techniques that help convert prospects into customers
>>Check you have a headline that focuses on the benefits not the features of your service or product. Your visitors “land” here to find out how you solve their pain points.
>>Make sure you use original images/videos where possible. Free images often get repeated a million times on the internet. You’re meant to have a unique solution for your unique visitors. Make it real!
>>And make the images reflect your target audience and what they’re hoping to feel if your solution is the right one. Choose carefully. Does your image show the emotion you’re targeting? Perhaps, satisfaction, joy, or relief.
2 Best practice for any landing pages today
>>One mistake I’ve seen a lot is this: clients want me to put links to other places on their site. This is a distraction on a landing page. If something needs saying, get it on the page relevantly. If it doesn’t, why put it? No links is the norm – except the call to action, of course.
>>If you have a modern site template, it’s likely already optimized for mobile. Most interaction with landing pages happens on a mobile device these days. If your site design is old but you’re updating one of your landing pages, check your old template will reform the content automatically to fit a mobile screen. If not, it’s time to call in a web designer and get a new style!
>>Just because AI says “this is your landing page”, don’t forget that A/B testing still makes sense. There are always more ways to do a particular idea on the page. Ask the bot for another idea if you like! Then test the alternative elements over time and see whether A or B performs best.
>>Finally, let’s return to the testimonials I mentioned up top. Today is about social. It’s where you meet your target audience in whichever channel they use. It’s where you hear what they want or like. It’s where you answer any criticism quickly and politely. Don’t underestimate the credence people lend to social comments and opinions. If they include positive testimonials, get permission to use them. They’re gold dust in the conversion stakes. They tip prospects into consumers!
How’s the Health of Your Landing Pages?
If you’d like me to audit your landing pages and make suggestions or conduct a rewrite following the checklist above, contact me at empatrick@aol.com and let’s get those conversions speeding up.
Eleanor Patrick writing services 