365 - How to Create Landing Pages (that actually convert) with Alisha Conlin-Hurd
Feb 3, 2025
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Alisha Conlin-Hurd, CEO of Persuasion Experience, shares her expertise in crafting high-converting landing pages. She explains that building effective sales pages isn’t rocket science but does rely on proven strategies. Topics include the ideal length of sales pages, the balance between visuals and copy, and the impact of AI on conversions. Alisha also discusses the psychology behind landing pages, emphasizing the importance of understanding target audiences while maintaining a human touch in web design. Her insights empower listeners to optimize their marketing efforts.
Success in web design relies on the quality of the offer and copy, often outweighing the design's visual appeal.
Understanding the distinct roles of landing pages and sales pages is crucial for effectively guiding customers through their journey.
Incorporating video content can significantly boost engagement and conversion rates, provided it aligns with the overall marketing strategy.
Deep dives
The Importance of Offers and Copy
In web design, the most critical factors for success are the quality of the offer and the copy used to present it. Even poorly designed sales pages can outperform beautifully executed designs if the offer and messaging resonate with the audience. For example, heat maps have shown that users can get distracted by attractive visuals rather than focusing on the essential call to action. Therefore, design should serve a supportive role, ensuring users know where to look and what to read.
Understanding Landing Pages vs. Sales Pages
There is a fundamental difference between landing pages and sales pages, with each serving distinct purposes in the customer journey. A landing page is designed primarily to capture leads by enticing visitors to take a specific action, such as signing up for a consultation. Conversely, sales pages are aimed at converting leads into paying customers, containing more detailed information about the product or service being offered. Grasping these differences can help marketers tailor their strategies more effectively, enhancing the overall conversion rate.
Components of High-Converting Pages
Effective landing and sales pages share several crucial components that enhance their ability to convert visitors. These include a clear target market language, authority building, social proof, and a compelling offer that drives action. To craft persuasive copy, it’s necessary to communicate the potential transformation a visitor will experience by engaging with the service or product. Additionally, businesses must qualify and disqualify leads through their messaging, ensuring they attract the right audience.
Leveraging Video for Engagement
Video content remains a powerful tool for increasing engagement and conversion rates on landing and sales pages. It allows businesses to convey messages effectively while adding a personal touch that written content alone may not achieve. However, it is crucial to ensure that the quality and intent of the video align with the overall marketing strategy, as poorly executed videos can detract from credibility. Thus, businesses should aim to use video strategically, ensuring it complements rather than overshadows their core message.
Navigating the AI Revolution
The rise of AI presents both opportunities and challenges for marketers and business owners. While AI can streamline operations and enhance efficiency, it requires a foundational understanding of marketing principles to implement effectively. Marketers must ensure that they maintain the human element in their communications, as authenticity is key in building genuine connections with potential customers. By integrating AI without sacrificing the personal touch, businesses can improve their processes while still providing valuable experiences to their clients.
Building landing pages or sales pages that convert isn’t rocket science. But there is some science to it. Most of which is proven and can be learned from (and implemented) into your own sales pages very quickly.
So, let’s cut right to the chase on how to create high-converting landing/sales pages with an expert who’s been around the block MANY times over.
This is a chat with Alisha Conlin-Hurd who’s worked on, optimized and deployed thousands of high-converting sales pages across hundreds of different industries. She’s a wealth of knowledge on the subject but in this one, we get into the specifics you can apply to your web design services pages and lead generators including:
How long a sales pages should be
What common elements are high-converters
How to balance images, graphics and copy together
If AI converts
What “stand out” practices you can try out without veering too far off the proven path of conversions
Head to the show notes to get all links and resources we mentioned along with a full transcription of this episode at joshhall.co/365
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