Most people have no idea (or a faint idea) of how to create a landing page that converts.
Instead, they slop together elements that they’ve seen used in other landing pages, but they rarely put them together in the same way that the owner of the successful landing page did.
Copying is a major issue. That’s fine. Not everyone is cut out to be a great writer, let alone a copywriter.
However, if you are selling a product or trying to build a list, it is critical that you understand your strengths and weaknesses and that you either spend the time to overcome them or hire someone else to do it for you.
When it comes to copywriting, for example, it’s critical to use a combination of compelling sales points and powerful psychological triggers.
Most people who create a sales page overlook one or both of these components.
For example, they may be so focused on creating a buzz that they fail to explain what solution they are offering and to whom they are offering it.
Why would I buy your product if I don’t have a specific problem that it solves?
No, I wouldn’t.
Now, if they don’t include psychological triggers like scientifically proven, guaranteed, and shocking, no one will feel compelled to keep reading because the benefits will have a low or average perceived value.
Aside from these two issues, some sales pages lack coherency and direction.
The copy appears amateurish, and it does not gradually progress, breaking down the visitor’s resistance to the sale and compelling him or her to buy more and more at each sales point.
Furthermore, if there aren’t multiple calls to action or another type of psychological trigger, a potential visitor may never feel compelled enough to pull out his or her credit card and make the purchase on the spot.
