Getting Visitors To Read Your Sales Page

Your call to action is at the bottom of your web page, right? If it isn’t, it should be. Without a call to action (buy a product, sign up for a newsletter, join an online forum, etc.), your web page is not really functioning as an effective marketing tool.

The call to action is only going to work if you can keep a visitor’s attention long enough to get there. Here are some pointers on gaining attention and keeping it as a visitor reads through your Sales Page.

Make Your Sales Page Interesting

The most effective way to get someone to read to the end of your Sales Page is to make the content interesting. That’s it. There’s no secret formula or black hat technique. Simply write text that is informative, engaging, and easy to read.

The headline on the page should immediately pique a visitor’s curiosity. Try making it a question, such as “Are You Looking for High Quality Widgets?” Make sure it relates to the reason a visitor comes to your site and compels them to read further for the information they are seeking.

The headline is important for search engine optimisation as well as being the first thing people see on your page so carefully consider what to use here!

Target your particular customers’ demographics. Know their interests and provide information that directly coincides with these interests. You might want to include some fascinating features about your products, a joke (keep it clean and non-offensive), a compelling story, or a quote from a recent news article.

Formatting

Refrain from writing too much text. A long block of dense paragraphs does not appeal to anyone unless they are writing a research paper. Use enough white space to make it reader-friendly and intersperse pictures and headlines with a larger font size in bold. Consider breaking up the paragraphs with online video content or graphics.

Don’t mix more than two fonts on one page. Do use fonts that are easily readable. A sans serif font that is mid-sized, not too big and not too small usually works well.

You can use colour to highlight certain parts of the text you want to be noticed, red is a particularly effective one. Always use a different colour to draw attention to the call to action.

The Call To Action

Instead of just one call to action at the end of the page, consider adding one about midway through the content. Some visitors will decide earlier that they are ready to purchase your product or to become a subscriber to your site. Make sure they have an earlier opportunity to do so if they prefer.

In fact, you can create a mini sales letter contained within the longer copy of the full Sales Page. This could be as simple as a customer quote indented from the rest of the text and including a call to action link immediately following.

Remember that urging visitors to click on your call to action button or link is more a matter of getting their attention and keeping them engaged enough to read on. If your text is just one long sales pitch, chances are it won’t give you the results you are seeking , which is to induce a visitor to stay and perform a particular action.