Bringing traffic to your website is easy with valuable content, but converting
that traffic into actual buyers is key to the success of your business. In
order to convince your potential clients to buy from you or hire your services,
you need to understand them.
One way of doing this is studying the analytics, inviting them to
participate in surveys and taking into account any feedback you receive.
However, all these take a great deal of time and effort. Until you can afford
to invest them, a thorough knowledge of behavioral psychology principles will
help immensely.
Understanding and integrating behavioral psychology into the content
on your website, and especially into your landing page, is one of the best content marketing decisions you could make. This decision will help you give up self-centered
texts in favor of content that readers actually relate to and enjoy reading.
Here are three basic psychology principles to keep in mind when
writing the content for your landing page:
Everyone Seeks Pleasure and Satisfaction
This conversion psychology principle applies to all buyer personas, so it is vital that you integrate it into
your landing page. People seek love, belonging, self-esteem, self-accomplishment
and respect. They also value money, free time and reputation.
When you write your landing page, clearly explain how your products
or services will help the readers experience the above-mentioned pleasures,
obtain more money, gain more free time or build a better reputation.
For example, if you are selling supplements, you should focus on how
great they will make the ones taking them feel, on how they will help them look
better, improve their self-confidence and gain the love and appreciation of the
people around them.
Everyone Wants to Avoid Stress and Pain
People hate stressful or painful experiences, and they will do
everything in their power to avoid them. Make sure you demonstrate how your
products or services ensure a painless and stress-free experience to anyone.
Remind your readers of their greatest fears, fraternize with their
pain and explain to them how you will help them avoid it. If you are promoting
beauty products, you can focus on their non-invasive character, on how easy
they are to apply and how affordable they are compared to other products or
procedures that deliver similar results.
If you are promoting services, you can focus on how they help the
client avoid effort, time and money waste, and exempt them from dealing with
stressful situations. The key here is to make the potential clients visualize both
experiences: the painful, stressful one, and the easy way out – your products
or services.
Everyone Treasures Simplicity and Hates Confusion
People seek simplicity. They hate unnecessary complications and they
tend to avoid anything that seems confusing. If you want to engage your readers
and convince them to buy from you, keep things as simple as possible:
·
Write at the level of a 6th
grader, using simple words and short sentences.
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- Structure and format your content carefully, keep it short, organized, easy to read and understand.
- Make sure information flows naturally and symmetrically.
- Make sure your landing page has a clear introduction, brings clear and convincing arguments and provides closure.
The headline should summarize the content of the landing page and
help the reader form a pattern. The body, preferable in bullet points, should
tell the story clearly and concisely. The conclusion should tell the reader
exactly what to do to obtain the promised results (call to action).
Do you feel that your landing page does not follow these principles
or does not convert well enough? Email me at mihaela.c.olaru@gmail.com and let
me help you improve it!
