Landing Pages


Every business owner knows that online customer reviews are very influential. With people sharing their user experience from Yelp to Google Review, Trustpilot to Angie’s List, the sales fortunes of business are now largely impacted by the views of past customers.

For every kind of business, online reputation is key to success. And a major part of that success is being able to generate positive and significant online reviews about your company and its service offerings.

In fact, so vital is online reviews that Google Review can have a bigger impact on your business than Google Ad. According to a Zendesk research, 90% of shoppers say their buying decisions were influenced by positive online reviews, while 86% of the respondents claim their buying decisions were influenced by negative reviews.

Put succinctly, a company’s ability to generate online reviews can determine its success or failure in the marketplace. It also means a company or its product’s brand value is now more or less defined by people who have experienced it.

Most businesses are wary of online reviews because they scared about the possibility of getting one or two bad reviews. But the best way to combat a few negative customer opinions is to work at getting more positive reviews. Basically, this means you need to focus on delivering more quality offerings and keeping more customers happy. Then ask your satisfied customers to take the time to write about their experiences.

Here are 10 strategic ways to get more favourable business reviews online:

  1. Set up profiles on review sites popular with your customers

Think about all the reviews sites relevant to your business and set up profiles on them: From Google Local to Yelp, Yahoo Local to Angie’s Lists, CitySearch to TripAdvisor, LinkedIn to Trustpilot. Note that reviews sites like Google can influence your SEO ranking; and your business reviews on sites like Facebook, Trustpilot and Yelp can show in search results.

Even if you don’t consider your niche market review-driven like is the case with the hospitality and restaurant industries, you will still find general review sites like Trustpilot and TrustLink very useful.

  1. Request your customers to write reviews

Simply asking your customers could be your simplest and most effective strategy to boost your business online reviews.  Your customers understand reviews are important to your business, and as long as they get great product quality and customer service from you, they’d be happy to leave a review for your business if you request it. But don’t dawdle; shoppers are likely to only provide you a feedback right away.

When next a customer calls, emails or tells you in person to say something nice about your product or service, seize the opportunity to gently request them to also give you an online review on the popular sites like Yelp or Trustpilot or their preferred review site.

  1. Make it easy for your customers to post reviews

Except they’re angry about your product or service and want to share their negative experience, the average shopper will not bother looking for where to post a review for your company. That is why you need to give them the right nudge; not just by asking, but also by making it very easy to write and submit a review. One of the ways to simplify the process for them is to make it mobile, so they can share their experience on the go.

Generally, people are more willing to contribute content online when you take out all the hassles that could slow them, like having to click several pages or needing to log in to post a review.  Simplifying the review writing process for your customers is by far the most important step to getting more business reviews online.

  1. Know the right time and right way to ask

According to research, there’s a psychology to when a customer would respond more favourably to your request for a review and when they are likely to actually write it. Data shows that review posts spike by 20% between 1 and 3 pm. This is probably because that is generally the time workers go on break, take lunch and are more relaxed when they return to their desks and emails.

  1. Incentivize your customers to post a review online

Offer an incentive as the last resort and make sure to do it ethically. Most customers will be happy to write a review without a push, but more people are likely to be motivated to do so when you promise them a reward in return. Freebies, discounts and coupons are good incentives to your customers to want to write a review for your business, but only ask them to give a review and not insist on a positive review.

Sometimes, even your happiest customers will consider writing a review a chore and would need some extra incentives to take time out of their busy schedule to share their customer experience online. Offering them a small reward for their time can also be a good way to express your appreciation. Just make sure you’re ethical about it by offering a discount or voucher for writing a review, and not for writing a good review. You can take it a few notches higher by offering a double incentive, like a discount and a coupon — one for writing a review and the other one for sharing it on social networks.

  1. Educate your customers on how to leave a review

Most customers know how much good reviews mean for the success of businesses today, but there are some who can’t figure out the correlation. Create an online video or a banner on your website and physical store educating customers on how to provide feedback on their user experience and where they can post it.

  1. Provide a personal touch

Automation is the fad in online marketing, but avoid using it if it’s not necessary.  Instead, send a personal email requesting for a review. A lot of customers still value a personal touch, and feel it’s often missing in online transactions.

  1. Offer quick reminders

Slip in a review instruction note in your orders. It’s a good time to ask your customer for a user feedback. He or she will likely respond positively immediately after receiving their order at the point and time expected, or even earlier.

  1. Utilize an online review management tool or app

An effective online review software can help boost your company or product review figures, manage reviews and give instant notifications for every new review online. It’s best to use a review tool that can also be downloaded as an app on mobile, as these types of software can make your review completion rate jump to 15 times higher than conventional email-based requests. This is because the average Smartphone user checks his or her phone 110 times a day, compared to just 15 times they to check emails daily.


Although review tools that are mobile devices-based are a passive way of generating customer reviews in contrast to a direct invite via email, they simplify the process for the customer and therefore get more response.

The bottom line is that an effective review management software is a sure way to boost your company or product review online, with a good ROI if you commit to using the tool.

  1. Get professional help

Is the business reviews online subject a bit new to you or difficult to wrap your head around it? No problem. Just outsource the solution by getting professional who can help study your customers, get the necessary data and contact them to boost your positive business reviews online.

What’s the Right Way to Deal with Negative Reviews

The downside of requesting customers to write an online review of your business or product is that they could provide a negative feedback.

That’s absolutely normal, as you can’t expect that everyone would be happy with your service or product quality, no matter how hard you try. So, don’t let the possibility of receiving negative reviews scare you. Consider them a helpful feedback to improve on the quality and delivery of your service.

But when you get a negative review, do you just fold your arms and act like it isn’t there? Doing or saying nothing or even taking too long to respond could come back to hurt you and your business.

So, what’s the right way to deal with negative reviews?

The first thing you should do is to listen carefully and attentively to what the customer is saying in the review. Keep an open and objective mind about the review. Put aside your emotions and see if there are truths in the angry review.

Of course, that’s a tough thing to do, but it’s necessary if you hope to have long term success as a business owner. Reading a negative review with an open, objective mind could help provide you insight about something you need to address with your offering or business.

If you chose to ignore the points raised in the negative review, the consequence could be what you’d never anticipated: More negative reviews hammering on the same point. That hurts, right?

The result is that your attempts to generate more business reviews online will simply produce a bunch of angry reviews, which can be harmful to your business especially if your target market often likes to read reviews before making a buying decision.

Second, acknowledge the comments of the reviewer and let the writer know that you’re doing something about their complaint. While at it, make sure to avoid arguing with the customer, even if you disagree with their comments. Doing so may make a bad situation worse and could irreparably damage the online reputation of your business.

Maintain a professional and objective posture. According to data, 67% of customers rated customer service interaction bad because the company representative they were dealing with was cold and unfriendly.

It’s recommended to respond to the negative review in the same place it was left rather than sending the complaining customer a private email. This tells a prospective consumer that your company is proactive and eager to correct negative experiences with your customers.

Generally follow this guideline when dealing with a negative review:

  1. Listen: Allow the customer to state their grudges without interrupting them. Sometimes, we just want to know someone is listening to us.
  2. Show empathy: Let the customer see and feel that you understand and are concerned about their complaint.
  3. Apologise: Even if you’re not entirely or directly responsible for what upset the customer, make an apology and be sincere about it; at least since your brand is involved in some way.
  4. Fix the problem: Solve the issue right away and let the customer know you or someone in the organisation is working on it. Give the initiative to the customer by asking them if there’s anything specific they’d want in solving the problem.
  5. Investigate: Find out internally why the problem occurred in the first place, without necessarily holding anyone responsible. Your focus should be on fixing the process, so it doesn’t reoccur.

Stating in the comment or reply box that you or a qualified member of your team is fixing the issue the customer complained about gives prospective customer confidence about your brand and communicates it as responsive, caring and customer friendly.

Excellent customer service is one of the most valued areas of a company culture; and will boost brand trust in the target audience, and consequently the sales volume.

In conclusion…

First, you should determine how important online reviews are for your business, and then decide on the steps to take to trigger more rave reviews for your product and brand. Business reviews online are arguably the powerful yet cost effective marketing tools for small businesses today that could make or mar their fortunes in the marketplace.

Getting more business reviews online may look like a difficult task; the truth is it can be easy, seamless and effective if the right strategies are adopted and it is anchored by a qualified professional.  Sign up here to get your business reviews online project done to your complete satisfaction.

 

 

What is a Call to Action?

A Call to Action (CTA) is a line of text or an image or link on your ad or landing page that urges your customers, visitors and leads to take a particular action on your website. When a website wants to tell you what they want from you at a point in time or what the next step you’re to take is, they do so by using calls to action. They are usually just a few words on a button, the least being a 1-word CTA, but far stronger and more persuasive than a long form copy. As much as the words are few, it would be better if your CTAs provide as much information as possible. Your audience should know what clicking a call to action button would do. For example, if you see a CTA button that says “Book your flights now!” and click it, you should be redirected to the web page where you can actually book your flight. You should also make sure to know the exact messages and phrasings your target market would respond well to.

CTA buttons come in various styles, colours, and sizes, depending on the style of your website and goal conversion. Common examples of calls to action include:

  • Sign Up For a Free Trial
  • Add to Cart
  • Download This Video Now

The end goal of any landing page is the conversion. The entirety of your copy should do nothing but build up to that conversion. Whether the purpose of your landing page is to generate email leads, create customer relationships, increase sales or answer frequently asked questions, the bottom line is, everyone wants more conversions! For visitors to turn to leads to become customers, they have to click on your CTA buttons. In order words, CTA buttons also have the end goal of getting every visitor, customer, lead or promoter that comes on that page clicking away and finalising a conversion.

A call to action is not only limited to e-commerce sites, it is essential for any website, from fashion, to sports, educational to construction, and design, you name it. An effective CTA provides the following

  • Focus to your site
  • Direction for your users
  • A way to measure the success of your site

As unbelievable as it seems, the reason you are not getting visitors turned leads turned customers, might just be because of your CTA. You can’t just lump a few words together on a big blue button, paste it everywhere on your website and expect to get a ton of leads and customers. It’s not that simple. Getting effective calls-to-action that actually work, is a bit more serious than that. You have different audiences looking at your website – customers, leads, promoters, visitors, etc. – and each of them is to do something different from the other. What you should do is to create different types of calls to action, in different formats for different audiences. This doesn’t mean you should go on a CTA creating spree however, you only need the 8 different types outlined below to start up on your website. With time, you might need to upgrade and change them but as a start these are sufficient for every kind of website and every kind of target market.

Take a look at the types of CTAs;

Connect on Social CTAs:

This type of CTA gives your visitors, leads and readers the links necessary to connect with you on social media.

Social media is playing a very important role on marketing decisions today. In fact it is no longer a place to catch up with friends, it is now a centre for products marketing and a networking ground for entrepreneurs and businesses. 74% of consumers rely on social media to make a buying decision. So for any website to be able to sell their products on any of the social media platforms, they need to be able to influence their decision making and this can be done by making them see that their problems can be solved with your product. The only way to know what and how they are thinking however is to engage them on different social media platforms.

Your readers and potential customers should be able to easily follow you on your different social media platforms. There are two types of social media presence in your blog. One provides direct links to your channels, while the other shares your content on the customer’s channel. With both types, you get more exposure for your brand and product. For example “Like Us”, “Follow Us on Facebook”

End of blog or Lead generation CTAs:

Your readers must receive a call to action at the end of every post. It should be sizeable, colourful, and positioned right. Right at the end of your blog post. It can also be placed as a floating banner or a sidebar. The message you’re trying to communicate should be clear in your CTA – meaning that visitors, leads and customers should know exactly what to expect when they click on it.

Because you have different categories of people you’re dealing with, and the various levels they fall under, serving specific content for each category will increase conversions throughout and in not just one part. In the same way, each category of people, i.e. visitors, leads, and consumers is shown a different call to action that serves a particular purpose for its consumers.

Check this out for an example of end of blog CTA.

Related topic CTAs:

This is where outbound linking comes in. When you’re writing a blog, you can include a CTA that will take the reader to another webpage, where they are sure to discover more, related to your topic. This CTA will direct the reader to either an external source, or a previous post on your website.

Blog subscription CTAs:

Your reader might want to be alerted when you post your next blog. Most people don’t like filling out things that are too long. Make the CTA for filling short and concise. If it is easy to fill, then it’s more likely that you’ll receive more visitors to your website. For a visitor to be translated to a lead, they must fill out a form and enter their information into your database. For example, Subscribe Now! Or Register Today!

Comment CTAs:

YouTube is a social media channel that has implemented calls to action successfully for such a long time. The goal of this CTA is to engage more people in the comment section by asking them direct questions that get them answering.

Slide-in CTAs

The slide-in CTA is great for giving the readers extra information. Right before the end of a post, it subtly slides in to your peripheral vision and doesn’t allow you read the rest of the post until you take an action. Either you fill out the form, or you cancel.

This tutorial will guide you if you want to include slide-in CTAs to your blog. An example of slide-in CTA is Crazy Egg.

‘Read More’ CTAs:

Some blog posts, or landing pages may not contain the entire post of one homepage. Sometimes you just have to use a ‘read more’ CTA to grab their interest, and make them want to know more about whatever information you’re giving out.

The advantage of using this call to action is that it enables you to add more information to your landing page and also, when readers click the ‘read more’ button and get redirected to the post, it gets credited with its own traffic.

Product or service discovery CTAs

You might want to create calls to actions to make it easy for your visitors, leads and customers to learn about your company and what it’s offering. It should be a button that stands out and can be seen clearly by anyone that visits your website. “View the new features” is an example of product or service discovery CTA.

Sales closure CTAs

This type of call to action is for one purpose alone, to get leads and customers to purchase your product or service right there and then. It is a good idea to get them to make their purchases right after reading through why they should buy and use your products or services. Placing your CTA on product pages in addition to the end of your blog, will definitely help you to turn leads into customers. Examples of sales closure CTAs include “Contact Sales”, “Buy Now” or “Purchase Now”

Event promotion CTAs

If you’re hosting a program or event, you will want people to either register, or sign up to attend. To achieve this, you need to use an event promotion CTA to drive ticket sales or raise awareness to increase attendance rate.

Unlike other CTAs which you have to place strategically on your website, this call to action can be placed around without reserve, there are many possibilities. For instance, the customer’s login page, dashboard or receipt collection page, or for leads, a sidebar or at the end of your blog are all appropriate places where your event promotion CTA can go.

An example of a simple event CTA is “Register For Inbound 2014”

Having discussed the various types of calls to action, and the factors to consider, it is now up to you to create the best click-worthy, balancing multiple call to actions that are simple and effectively designed.

40 Examples of the best CTAs to use on your landing page

It is important to take note of the call to action elements to consider when creating your CTAs, such as the:

  • Colour
  • Size
  • Wording
  • Position
  • Contrast with the rest of the page it’s on
  • Urgency

That said, below are examples of CTAs that are sure to get you end goal conversion.

  1. “Get that deal now!”
  2. “Call Today to Schedule Your Free Consultation!”
  3. “Follow us”
  4. “Get the time-slot you want”
  5. “Like Us”
  6. “Create My Free Account”
  7. “Try Our Free Trial”
  8. “Stop losing leads now”
  9. ““Sign Up and Get 50% Off Today Only!”
  10. “Request A Call Today”
  11. “Start Your Free Trial”
  12. ““This offer may not last long. So order now—and see what you think of your free issue. After all, with so much to gain—and with absolutely nothing to lose—shouldn’t you at least take a look?”
  13. “Final day to Save/Sign Up/Join![link to content or event]”
  14. “Download Now”
  15. ““Save your time and your sanity”.
  16. “Feeling sick of …”
  17. “Take This Course”
  18. “Get Free Lifetime Access”
  19. ”Don’t miss out! We’re just a phone call away”
  20. “Get the best new products in your inbox today”
  21. “Send Me Info Now”
  22. ““Experience it before everyone else.”
  23. “Enter your email below to get access to …”
  24. “Download Your Guide”
  25. “Browse Icon Library”
  26. “Why not get the most of your CTA today?”
  27. “Contact Sales”
  28. “Yes Please!”
  29. “Get it before time runs out”
  30. “Check Out Our Price Page”
  31. “View the new features”
  32. “So if you were waiting for the perfect time to seize this opportunity, the time is now. Send for your free issue today!”
  33. “Seriously, SIGN UP! You’ve Got Nothing To Lose Except For [__]: [link to event]”
  34. “You CANNOT Buy This In Stores! It’s A One-Time-Only Offer: [link to offer]
  35. “Tons of deals right at your fingertips!” (great for mobile)
  36. “Get Access to Leads”
  37. “Definitely Worth 5 Minutes of Your Time Today! [link to content]”
  38. “Save Your Seat”
  39. “Click Here”
  40. “Grab Yours Now”

With one word change, conversions can increase beyond your imagination. So why not take advantage of this knowledge and test out different call to action words to see the ones that result in the highest amount of click-throughs. The importance of a powerful call to action cannot be overemphasised.

 

A successful website redesign will have a positive and significant impact on the online brand of a company and on its bottom line. After all, you’re getting a fresh online presence, a sleeker user interface, and a website that is a lot more attractive than the competition’s.

Redesigning a website does not necessarily mean changing every single branding and graphic design element. With website redesign, you can edit its functionality to improve how your website works, and help you reach the goals you have set for your website.

Why You Need a Website Redesign

We can not talk about design without mentioning the name of your website. If your domain name is not striking enough, chances are that visitors will not remember it let alone search for it. Start with a search for a domain that meets your redesign needs. Discount Domains and other similar companies make this easy.

A website redesign is not a walk in the park. Planning will take a lot of time and effort than you have anticipated, especially if you want to do it the right way and see positive results. Before redesigning your website you want to make a list of your reasons for a redesign. Having a clear outline of the reasons you are redesigning will give you clear goals and objectives. Here are some of reasons why a website redesign is necessary:

  • The purpose of your website has changed
  • Your website is not mobile-friendly
  • The Content Management System (CMS) or website technology is out of date
  • You want to incorporate a better content strategy
  • Your website is unresponsive
  • Website looks old and outdated
  • Outdated third-party tools
  • You are not getting the results you want

When redesigning your website it is important for you to follow a procedure that guarantees that the evaluation, planning, and execution of the redesign is smooth and painless whilst delivering the results you desire..

 

  • Begin Early – Website Redesign Takes Up More Time Than You Think

 

The last thing you want to do with your website redesign is to rush the redesign and encounter problems later. Even the most basic site can take months to complete from concept to launch. The redesign process is a long complicated and involves choosing a web design company, writing content, scheduling a photoshoot and getting the pictures developed. Your will also go through several beta designs to test and develop the new website to its full potential. For a great website redesign, invest the time to get all the steps properly done.

 

  • Identify the Goals and Priorities, Scope and Technical Requirements

 

Identifying the overarching goals of the redesign that will streamline the process. Have a clear picture of what the new design should look like and convey that to your web design team. Before getting started, define the specifics and scope to avoid a situation where you need to change course or adjust the scope significantly. A well defined scope and clear technical requirements will help you obtain a fair estimate from an agency. The technical requirements to decide on include how the website will function, how it will interact with other systems and with users, and the features and functionality it should have.

 

  • Plan for a Fully Responsive Website

 

In our multi-screen world, designing a website that functions optimally on almost all devices is important. Standard responsive design requires planning, testing and adapting as the process of design and development goes on. A full planned website redesign requires a large budget due to the added planning, design, development and testing required to ensure user experience is optimised on every device. It is an investment that creates value and should be seen as a cost. With a responsive redesign, your website is better positioned to meet the growing demands of users accessing content via mobiles and provide good user experience.

 

  • Test the New Design Before, During and After Launch

 

It is important to test during your redesign. When you have more data at hand, you can make better decisions. Conduct 50/50 split tests where the old site design is shown to 50% of site visitors and the new site is shown to the other 50%. Testing the new design for your website will give you the confidence that you are not risking a better older interaction tool for a shinier model that deters users. Website redesign can be a lengthy and expensive process. You therefore need to ensure that your end product is the best it can be. Testing early and often in the redesign process will reveal flaws in your website and help you save money and time.

 

  • Build-In a Platform for Lead Generation and Business Development

 

Before now, B2B service company sites and other websites that weren’t commerce oriented acted as online brochures instead of revenue generators. A website should be a platform for directing thoughts and business development. Your redesign should take content marketing and lead generation into consideration to maximize the value of your web content. This means making use of the right website building techniques. You will also have to change the way you think about development and design, buying content and marketing strategy. The goal of your redesign should be more than to attract visitors in order to raise traffic; but establishing credibility, building thoughtful leadership and converting unknown visitors into real leads which can be nurtured.

 

  • Adopt a Content-First Approach to Website Redesign

 

A content-first approach to website redesign underscores the importance of content strategy, developing content that is persona-focused and site architecture at the beginning of the process, not the end. While it is tempting to begin with design first and figure out the content after, a content-first approach offers a better approach to website redesign. Completing a website before determining essential content to be added will lead to a wastage of money and time, and offset your strategy. Content after all is the main reason visitors come to your website. Redesign therefore should present our content in a user-friendly and meaningful way in addition to making your brand stand out and look great in the process. Therefore, structure your redesign around content instead of creating content for the design.

 

Content writing, Psychology in content writing

A psychologist asks questions to get through to their patient. Interestingly, they often already know what the answer is going to be, before they hear it. But they ask anyway, to demonstrate a point. This helps things sink into the subconscious of the patient.

A landing page copywriter does something very similar.

They plan content on a deeper level. They don’t just think about what a reader may want to learn; they plan out a way to be in control of the reader.  If their content is persuasive, and well written, they can convert simple attention and interest into a purchase.

Sales Copy and Neuro-Linguistic Programming

The psychological factors of copywriting mean that it’s much more than just some words on a page. This is why many make the connection between neuro linguistic programming (NLP) and contemporary content writing.

What is NLP?

The basis of NLP is an analysis of the data processing methods of the brain. This can be for the purposes of personal development, psychotherapy, or communication.

NLP takes on the factors of communication processing. This means that an NLP-savvy copywriter will be able to get into their readers’ heads and predict what they’ll be thinking about. If they understand the NLP nuances, correctly, a particularly successful content writer can can target the readers’ emotions and impulses simply through their words.

A lot of this has to do with the placement of website content. For instance, the headline is your big attention-grabber; it’s your one chance to take control of the readers mind.

But you can also use images to stimulate the reader’s memory or imagination.

 Using the Right Language

You can say the same thing a million times, but it’s how you say it that really matters. Sometimes this means keeping things short and sweet, this makes it easy to avoid deterring facts. It also allows you to keep the reader focused on the main subject.

To ensure that the appropriate language is used, the writer must identify with the personality/profile of his or her reader. This allows them to speak in a way that the audience is comfortable with. For example, adopting the tone and vernacular of a motivational speaker, or a personal trainer, will work well if a copywriter is working on an workout tips article.

Do A Complete 360 – Sell the Customer, Not the Product!

Surprisingly, some of the best website copy barely says anything about the product being sold. Good copy writing focuses on the reader, their problems, and tries to connect with them on a deeper level.

Instead of kicking off with information about the great product or offer you have, build a rapport with the reader. Find a problem and relate to it or understand it in some way. This opens the doors to presenting a solution once that initial trust is built; suddenly you’re not a salesperson trying to force a product down the reader’s throat; you’re a friend with some advice.

The easiest way to evoke action is to evoke emotion. Emotion is what triggers impulse. If you website content is ‘dressed’ the right way, using NLP and proper language, then it can achieve a great conversion rate.

Of course, this can only be accomplished with quality presentation…

Drawing the Reader In

Think of your target audience, pick out a specific person from the crowd. Imagine this same person walking down a busy street, taking in all of the billboards, shop fronts and advertisements. Each one of them speaks to the person in a different way and, in turn, elicits a different response. Suddenly, they spy your advert – it resonate with them, they become excited… The rest is history.

It’s your job to make this dream a reality. To convert a reader into a customer, you first have to draw them in, which means your website copy will need to:

  • Be short and “punchy”.
  • Elicit some emotion from your reader.
  • Interest your audience till the very end.
  • Solve a problem that the reader has.
  • Incite the reader to act.
  • Stand out as something unique or superior in quality.

It really is important to take that extra step. Don’t just produce content that meets a word count and contains some relevant information – that’s fine if you’re writing an essay, not if you’re trying to sell a product – instead, make it pop out from a visual standpoint, too. Make it something that somebody wants to read, and above all, something that they want to read to the end (where you’re call-to-action will be placed).

In reality, website content should be left in the hands of professionals. There are too many dynamics involved, and one little error or poor word choice can completely destroy the atmosphere of a good piece, and limit your conversion success.