Traffic is great. Large amounts of traffic are even better.
But compelling offers are where the deal is sealed.
Today we’re going to take advantage of a skill that EVERY website operator needs to master: creating offers that convert buyers into buyers.
Remember, first and foremost, customers couldn’t care less about your product or its price until they think you understand it.
Create an offer that is so compelling and unique that conversions (a call or an email) almost happen by instinct. Don’t be afraid to make solid offers that include a money-back guarantee, discounts, and giveaways—whatever it takes to earn their trust and show them how great your company is.
When your visitor lands on your site, they are most likely looking to solve a problem. Grab their attention and inspire them to share their contact information or place an order before they leave your website (and probably never come back). This is where compelling offers become the game changer.
It’s a marriage proposal from your lifelong soul mate.
Now it’s time to retire everybody the stops and make your offer so tempting that they stop looking at you and call you.
Google AdWords allows us to design very specific offers to attract customers who need our product or service. When they see and click on your enticing offer, they’ll land on your landing page. Address this need with a landing page title and supporting offer that delivers on the promise of the ad they clicked on. Improved conversions are sure to follow. Here’s an example of a high-converting offer for an appliance repair service provider:
Our service fee to come to your home starts at just $XX.00 to diagnose the problem with your dishwasher. (Save $25.00 on any repair right now.) Before we do any repairs, we’ll quote you a flat rate to fix the problem and make your dishes shine again.
No unpredictable hourly rates and no surprises. Do not forget, after receiving the repair quote, show your Technical Advisor this coupon service for an immediate savings of $25.00!
10 more reasons why The XXXXXXXXX is the first choice of thousands of customers in the area (city):
- Satisfaction Guaranteed in Writing
- Serving (City) More than 30 years.
- Your one stop shop for appliances, parts and repairs
- Same day or next day service
- Affordable Appliance Repair
- No extra charge for Saturday service Call
- Free trip charge with repair
- Insured/Licensed
- We service most brands
try us right now with East very special Introductory offer:
Call us at XXX-XXX-XXXX and save $25.00 on any dishwasher repair PLUS we’ll waive the full diagnostic and travel fee, a $XX.00 value. This is a very limited time offer made just for our web customers so you need to act now. The call is free and your satisfaction is guaranteed!
Include your extraordinary promises and guarantees (and yes, they should be extraordinary). Explain how your pricing is straightforward and fair.
Describe your company’s unique service policies, your money-back commitment, your 24-hour emergency service, your on-time commitment, your “Leave No Trace Pledge,” free shipping, free returns, and many other unique qualities of your company. your business that customers long for someone to provide.
I say “longing” because they are actively looking to find a company that will do it, remove the risk and allow them to stop browsing websites and get back to their life.
Avoid commodity phrases at all costs
These include statements like this:
- we are number one
- Quality is our specialty
- Honest and Trustworthy
Customers do not place any value on these general and vague statements. These statements also imply that you have nothing real to offer. Customers respond to compelling offers, risk-free guarantees, and clear calls to action.
Highlight the benefits of your offer with a short paragraph or bullet points. The best landing pages offer more than a list of what’s included; they also clearly highlight the benefits of the offer and give visitors a compelling incentive to respond. For example, instead of “Our bedding line is made from Swedish foam,” say something like “Swedish foam users report an 87% reduction in daytime back pain.” In other words, emphasize how the offer addresses a specific problem, need, or interest that matters to your target audience.