We here at Your Office On The Web know all too well that achieving online success only starts with your website… it’s your home base on the web, and you NEED it. But you also NEED to market it properly in order to see any notable sales or conversions.
Unfortunately some companies and entrepreneurs just don’t have the time or aren’t so great at marketing themselves…especially on the web where technology is always changing. For instance, your website may have been enough to drive sales just a few years back. Today, you need more.
Among the many options you could choose from (and we can help you with), there’s one tool you NEED to add to your online marketing mix: long-copy sales pages.
These marketing staples go by a few names, so you might call them long-form sales pages or landing pages. However you know of them, you definitely know what they are. Just as their name implies, they’re those long, scrolling pages you create to:
|In the recent Web 2.0, give-it-to-me-in-as-few-words-as-possible world, it’s easy to forget that we’ve used the long, detailed copy concept for decades. Remember those multi-page sales letters that used to be sent via snail mail? Well, the long-form sales page is today’s online version of that. Only better because, not only do they allow for a QUICK response, they also…||Okay, okay we hear you! These benefits might be great and all, but you still may not be a fan of long-copy sales pages. They might actually drive you nuts! But trust us… you can’t let your personal feelings on these sway your marketing sensibilities. Because the fact is…
That’s right. Long-form sales pages are highly effective whether you’re looking to collect email addresses or credit card numbers. And let’s face it: many times minimal copy with a few bullet points “above the fold” just won’t cut it. Say, if your product or service is a new concept, pricey or requires lots of details to understand. So long-copy pages are ESPECIALLY effective in these cases.
In fact, they’re like your very own online salesman. Representing your business all buttoned up and looking handsome. Sounding professional and credible. With all the details at hand.
Even better… this new generation salesman is amazing with your customers. He’s always there right when they call on him. Plus, no bonuses are necessary. And he NEVER takes vacation or even a day off! In other words…
Long-form Sales Pages Are ALWAYS Working For You.
And they’re built with a sense of urgency. In fact they’re built very specifically, with somewhat of a scientific formula.
Like the copy itself. There’s a lot of it. But why does it NEED to be SO long? Well, think about it. Back in the day, how would a door-to-door salesman have made a sale? He would have given the buyer a flier, brochure or sales sheet. Something in writing, correct? And then he would have talked to the buyer, giving extra details and answering questions. So, between the flier and talking, how many words do you think were used? Quite a few.
The online sales process requires just as much detail. So your long-form sales pages should include all the important information about your product or service. Then your buyer can decide to open their wallet, type in their email or sign up right then and there.
Your copy doesn’t need to be TOO long. There’s really no benefit to useless, annoying and potentially off-putting repetition. So we follow the Goldilocks rule here… not too much, not too little. JUST RIGHT.
But you’ve got to get them to read all that copy, right? Well, that’s where the science of it all REALLY comes into play. Starting with…
Your title headline should grab the reader’s attention AND at the same time tell them exactly what their going to read about. You checked out the one at the top of this page, didn’t you?
Then, all the other “sub” headlines should continue the “story” so you can draw in the glancers – those who will just peruse a page at first – to read the entire page. Go ahead and take a look all the way down this page… you’ll see what we mean.
And then there’s…
|CAPS, Bold & Italics: You can – and should – use these different type treatments throughout your long-copy sales page to emphasize important points. Like the headlines, they catch the reader’s eye along the way.||Bulleted Lists: Whether short with just a few words or drawn out with descriptions (like the one you’re reading now), bulleted lists on long-form sales pages help important details to stand out and break up the many paragraphs of copy. So these are great for emphasis and a little reading relief.||Eye Candy: Another way to break up the long copy, attention-grabbing elements like photos, illustrations and other graphics also support your written message visually.|
|Charts & Graphs: Those fancy charts with stats, growth predictions and price comparisons just feel more legit, don’t they? Plus, they keep telling your story, and once again, break up the copy on your landing page.||Videos: All the rage these days because they are HIGHLY ENGAGING in online marketing, videos can take your long-form sales page to yet another level of success. Just make sure your script adds to and enhances – not repeats – the copy on your page.||Calls to Action Did you notice ours?|
|These simple but clear buttons are VERY important to the success of your online marketing efforts with a long-copy sales page. They should be strategically placed throughout the page, nudging your readers consistently along the way. And note that there’s ONLY ONE OPTION – whether Buy Now, Sign Up, or Reserve Your Spot – which makes it very easy to take action.|
|Testimonials It’s both confirming and comforting when someone else backs you up and gives you a pat on the back. So to help generate that immediate response, list at least a few testimonials (with photos!) right on your landing page. And note that linking to your testimonials page isn’t the same. That takes prospects away from the sale and encourages to browse your site. Instead, you want them to buy in. Now.||Bonuses Can you add in anything else to your already amazing offer? The extras you throw in (with dollar values included) can further entice readers to make the immediate sale.||Guarantees Three words: Peace. Of. Mind. Plus, these too are visual elements that break up the copy on your landing page.|
|P.S. You’ve got have at least one…maybe two. Hit again on something really important. Or better yet, highlight something for the very first time on your page. See below for more.||Functionality These are not straight html pages. Those call-to-action buttons, contact info fields, social media links and event RSVP options… they HAVE TO WORK. And then, when your reader actually does convert, you NEED to follow up. (Think: email autoresponders.) Some special programming IS required here.|
Which leads us to…
Your Office On The Web =
Your Partner for Creating Effective
Long-Copy Sales Pages
You know how we are. Your Office On The Web is with you for the long haul. We are Your Partner in Success for everything online-entrepreneurial. To help you not only build your website but also market and drive traffic to it. Like with long-form sales pages (and then some).
Sure, we could send you off to one of the many sites out there that tell you how to create and market yourself with sales landing pages, but that’s just not our style. You saw the details – it could be quite a daunting task if it’s not what you do everyday.
Your Office On The Web, however, does. So we’ll build your long-copy sales and landing pages for you. From start to finish. For instance, we’ll…
So… what exactly are you using your long-copy sales page for? Your new product? Your time-tested service? An upcoming event? To build your email list? All of the above (Oh yes… you can definitely run more than one sales page campaign at a time…)?
Whatever the reason, Your Office On The Web can tackle your long-copy sales pages for you. So your website works as it SHOULD and CAN to….
Drive Traffic. Engage. Convert.
Another thought on that Web 2.0 business… These days, short posts are for Twitter or maybe even your blog. But when you want to sell something – really sell something – the story must be longer. The reader needs more details. That’s where long-copy sales pages come into play. Give us a call to get started on yours.
You had no idea we did this? Yep, we do. (Take a look at our portfolio of long-copy sales pages.) Your Office On The Web is actually your one-stop-shop for everything for online entrepreneurial. Well, we can’t bring you your lunch or file your papers…. but we can do everything else and everything in between. Contact us to learn more.
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