Can You Create Web Page Content That Converts Like Crazy?

It’s your digital marketing strategy that drives focused site visitors to your website. When they hit your website it’s your Home, About, Contact and Landing pages that play a vital role in their conversion.

The content of these key web pages must convince a site visitor to either:
 Register on your website by sharing their name and Email Id
OR
 Drive their impulse to Buy the product or service you are selling

Your Home page often delivers the first impression of your website to a site visitor (i.e. a prospect).
Hence, your Home page content flow must:
 Be structured well
 Deliver a crisp, clear message
 Offer a solution that makes complete sense to the site visitor
 Offer the solution at a price point that’s hard to say No to
That’s when you have the best chance at converting that site visitor into a lead or a paying customer. Eventually converting such leads into paying customers.

Some web site owners do an excellent job of laying out information in their key web pages.

The content of each of their key web pages, tells a story, in a way that the reader (i.e. site visitor/prospect) needs to hear. This approach to web page content creation yields awesome conversion rates.

Such website owners ensure their key web page content, creates a reader experience that is personal, engaging and trust building.

To deliver a terrific first impression, all the website key pages, (i.e. Home, About, Contact and Landing page) content, must be structured to make the maximum impact on a site visitor.

This can be challenging if you are new to the process. Questions that come to mind can be:
 What elements should a web page include?
 What are some of the best web page design practices?
 What will influence site visitors to convert?
 Is there a great web page content framework?

NOTE: The perfect web page content framework doesn’t exist. Each Internet business is unique. This needs unique content to be crafted on web pages. Hence, it’s definitely not a one content framework fits all type of situation.

That said, there are some vital web page content elements. These elements help you build web page content that keeps site visitors engaged on the page. Long enough, so they convert.

Understand the vital content elements of a web page. Then you can create web pages that will convert like crazy, time and again. The content of this post will guide you through the key content elements of a web page that converts like crazy.

Creating Effective Engaging Web Page Content

This Is Based On Web Page Content Hierarchy

Web page content hierarchy, is the practice of laying out web page information, so that it answers all your reader’s questions in a logical order. When you get the hang of it. You’ll be telling stories in your key web page content that has your site visitors (i.e. readers/prospects) nodding and saying ‘Yesssss’.

Here is a simple, effective, webpage content hierarchy for all your key pages.

NOTE: I believe that web page content hierarchy is so important that it’s the first thing I do when I create any marketing asset. From an Advert to a blog post to a web page.

Let your web page content hierarchy be as follows:
 Open by talking about the Pain that the reader is experiencing
 Amplify the reader’s pain carefully and clearly
 Offer your Solution. (The solution must be simple. It must relieve a specific pain for the reader)
 Explain what your solution empowers the reader to do (the benefit/ value-add of your solution)
 Explain why you are uniquely positioned to provide this offer (i.e. why you have the best solution)
 Address the most common objections that a reader often has
 Provide Testimonials (i.e. social proof) from people just like the reader.
OR From people, they know and admire
 Make your Offer
 Ask the reader for a Response
i.e. Tell the reader specifically how they can get your offer. Demand a response (Call-To-Action)

The above web page content hierarchy is bound to the acronym P. A. S. T. O. R.

NOTE: The P. A. S. T. O. R content framework is the Brainchild of Ray Edwards. Definitely, spend some time on his website. It will be worth it.

Jot down such foundational web page content first. Then start crafting your web page copy and design.

Often, you can dedicate a complete webpage section to each of the points specified. Just ensure you keep the pages sections in the order described.

That said, the above web page content hierarchy is a great starting point. Depending on your unique audience, you may have to tweak the content within the hierarchy.

The content in the hierarchy is driven by the marketing assets you have at your disposal when building your web page content, like:
 The complexity of what’s on offer
 A really arresting, supportive image
 A terrific explainer video
 Specific objections you know your readers will have

Ensure you do some A/B testing of each webpage to help you identify which web page content hierarchy works best for your specific audience.

Converting site visitors to paying customers - Course Image

Converting Site Visitors To Paying Customers Course

Delivered Using Videos
Download PDF Transcripts
Homework Exercises
Evaluation Exercises
Twice A Month Coaching Calls

Learn exactly how YOU can convert site visitors to paying customers. Paying customers boost your website income.
Access free eBooks and a private forum.
Access twice a month coaching calls. Ask questions get answers in a Zoom meeting room.
Get all of this when you join the course.

Social Media Marketing

5 Part Social Media Marketing Training Course

Delivered Using Videos
Download PDF Transcripts
Homework Exercises
Evaluation Exercises
Twice A Month Coaching Calls

Learn to plan, execute, monitor and tweak a Social Media Marketing strategy, that delivers measurable results.
Access free eBooks and private forum.
Access twice a month coaching calls. Ask questions get answers in a Zoom meeting room.
Get all of this when you join the course.

A Web Page Which Has Nailed It’s Page Content Hierarchy.

The Logi Landing Page

Logi Analytics has reduced the amount of information on this page to include only what’s necessary to convince a site visitor to download their eBook.

This web page starts with the promise of learning new information.
It ends with instructions on how to get it.
Its content hierarchy is pretty close to perfect. It converts like crazy.

 A headline promising a book with brand new, never before seen ‘Emerging design trends’
 A hero shot showing a sneak preview of what you’ll get
 A description that digs deeper into what the book contains
 A bulleted list that describes the benefits (you’ll learn . . . )
 Social proof, promising that other people trust Logi
 A form headline that reassures you that you can apply the information easily
 A Call-To-Action describing how to get the eBook

The only thing I’d recommend is a link to their privacy policy. I’d position it below the form’s Submit button. I think the website’s privacy policy content should open in a pop-up form so the reader doesn’t navigate away from this page.

This will go a long way in overcoming any site visitor’s objections to sharing their personal information with the website. The privacy policy content provides assurance that their personal information will be handled responsibly.

The Start – A Compelling Headline

The web page headline is the first thing a site visitor sees. Writing a compelling headline always prevents visitors from bouncing off a web page immediately. A compelling headline draws site visitors into web page content story. Making them stick around long enough to consider what you are offering.

Irrespective of what your site is selling, your key page headlines, must always have the following characteristics:

Clarity

Get right to the point. Clearly and lucidly explain what your web page is about. Anyone reading the web page headline must instantly understand what the web page content offers.

Relevancy

Normally, it will be an Advert or an engaging social media post that brought the site visitor to your web page. Your web page headline must match (and strongly re-inforce) the promise your advert or your social media post made.

Doing this ensures that site visitors are not surprised/disappointed when they arrive at your page and hence bounce off instantly.

Empathy

Your headline should express what your site visitor feels. Let your headline address your visitor’s problem with complete clarity.

The rest of the web page content will:
 Empathize with your site visitors
 Then provide a clear solution (and simple) to their problems

Here are four primary ways to create a strong, compelling headline:

How To — Start your headline with ‘How To’.
Finish by offering the solution to your site visitors problem.

Ask a question — Present the question.
Then answer it in a sub-headline, OR in the main web page content beneath.

Use humor — While it may not always be appropriate, being funny often draws people in to read your web page content.

Provide your unique value proposition (UVP) — Provide visitors with a compelling reason to choose your product or service over anyone else.

Great web page content also has sub-headlines. These help support and reinforce the claim made in the web page primary headline.

Ensure your web page content is structured to help it stand out from your competitor’s web pages.

This is an example of a Home page that fails.

This websites Home page invites people to get started without really explaining what travel nursing jobs are.

The web page content clarifies its unique value proposition much below the fold:
We put health care professionals on assignment to do the work they love — in the places they fall in love with.

The TeleMed Website Home Page

Before your web page content asks prospects to convert, it MUST explain what your offer is.

Your web page content must not generate questions in a prospects mind. Your web page content needs to show prospects that you understand their anxieties.

You must address a prospect’s objections as they spring up. Tell them exactly what they need to hear. When they need to hear it.

Here’s a great Home page example from Hatchbuck.

Once you click their AdWords ad, you’ll be taken to their landing page. The Hatchbuck landing page headline and its sub-headline reinforce their Ad content.

The Hatchbuck-CRM Advert Image
Hatchbuck-CRM Registration form Image

The advert headline and page headline match perfectly. Both state that Hatchbuck is a simple alternative to HubSpot.

Empathy is expressed in both the headline and sub-headline.

Hatchbuck is speaking directly to small businesses who have experience with HubSpot but don’t want to pay a hefty premium for features they will not use.

Creating The Right Amount Of Web Page Content

Web page copy, which has excellent marketing persuasion blended in is crucial.

Primary marketing persuasion elements within webpage content, like a supportive image, a terrific explainer video, awesome testimonials are what convinces site visitors to convert.

When creating web page copy (i.e. textual/written content) do consider the following carefully:

Amount

The amount of web page content can make or break the conversion capability of that page.

Too much and your site visitors may feel overwhelmed. Then they leave the page without reading any of it. Too little and they may feel short-changed and uneasy about whether to buy into your offer.

If you’re offering an eBook, white paper, how to guide, checklist . . . you probably don’t need very much copy. Just the basics (what’s inside the resource, the benefits of downloading, and so on) should be enough to convince site visitors to click your Call To Action button.

On the other hand, if your offer is anything that requires payment, like a sales page for copywriting course then it’s a good practice to provide all of the necessary details in your web page copy.

Nobody will pay for something that they’re not sure/convinced about.

Writing Style

Make your web page content customer-centric. It must speak directly to your site visitors.

Use words like you and your. Instead of words like we, us, and our. This a great way to show site visitors that your webpage content is focused on them. i.e Providing a solution to their problems.

Your web page content should clearly convey why your product or service is better than the competitions.

When doing this, avoid buzzwords like new and improved, cutting-edge, and innovative. These don’t mean much to the site visitor/reader.

Instead, explain the benefits of your product or service. i.e. How your product or service will specifically help/add value to them.

Never just tabulate the features of your product or service. This type of content actually prevents sales.

Formatting

Most online readers only scan web pages. They are not reading to understand.

Hence use various formatting techniques, like:
 Bullets
 Numeral lists
 Bold copy
 Italicized copy
 Font-size
 Font-color
And so on . . .
This helps ensure that the most important bits of information on your web page stand out.

An example of web page copy that helps ensure site visitors convert.

Infusionsoft Salesforce webpage copy Image

InfusionsoftSalesforce is one of many brands that use such formatting techniques to provide compelling, persuasive copy to its viewers.

Do notice the bold print, the customer-centric wording, and the small chunks of information separated by bullet points.

Converting site visitors to paying customers - Course Image

Converting Site Visitors To Paying Customers Course

Delivered Using Videos
Download PDF Transcripts
Homework Exercises
Evaluation Exercises
Twice A Month Coaching Calls

Learn exactly how YOU can convert site visitors to paying customers. Paying customers boost your website income.
Access free eBooks and a private forum.
Access twice a month coaching calls. Ask questions get answers in a Zoom meeting room.
Get all of this when you join the course.

Social Media Marketing

5 Part Social Media Marketing Training Course

Delivered Using Videos
Download PDF Transcripts
Homework Exercises
Evaluation Exercises
Twice A Month Coaching Calls

Learn to plan, execute, monitor and tweak a Social Media Marketing strategy, that delivers measurable results.
Access free eBooks and private forum.
Access twice a month coaching calls. Ask questions get answers in a Zoom meeting room.
Get all of this when you join the course.

Use Engaging Web Page Media

A majority of site visitors don’t like to read a lot of web page copy (i.e. web page textual content).

Hence, get your information across to them using engaging web page media. There are three types of media can be used in web pages that are far more engaging than just web page copy.

Images

Web page images shouldn’t just look pretty. They should also be attention-grabbing, relevant, and assist in the conversion process.

 To showcase products or product features
 To introduce employees or highlight customers
 To add human appeal and evoke emotion
 To tell a story about your brand
 To direct attention toward an important element, like a Call To Action button

Videos

Web page video content is the most effective web page element in site visitor conversions.

Research shows that:
 96% of consumers find videos helpful when making online buying decisions
 58% of those consumers consider brands that produce videos more trustworthy than those without

The average visit to a web page containing video lasts almost 6 minutes. The average visit to a site with just text and images lasts only 43 seconds.

Finally, there is an old marketing rule. The greater the number of senses of your site visitor you engage with your marketing persuasion, the higher the possibility of a sale happening.

Unfortunately, web page textual content, images and podcasts only engage a single sense of the site visitor. Video on the other hand engages a site visitor’s sense of sight and hearing. i.e. Two senses. Which is why video is the most powerful site visitor conversion element in a web page.

Use Trust Indicators Within Web Page Content

Potential customers (web site visitors) must have some level of trust with your brand before they make the decision to register or buy via your website.

Hence, incorporating trust indicators within your Home, About, Contact and Landing (i.e. your key web pages), adds the credibility essential for converting/selling.

Here are five common ways to add trust indicators to landing pages.

Statistical Evidence

Providing statistical proof, on how your product/service is the solution to their problem often gets site visitors to convert.

Such proof is best displayed in the headline, sub-headline, or copy. Always include the source that generated such proof. The more neutral the source the better it is for conversions or sales.

Trust Badges

Trust can be built by displaying the company logos of companies who’ve bought your products/solutions within your webpage content.

When you do that you’re saying to site visitors:
Look at all these well-known companies we’ve successfully helped . . . I’m sure we can help you too.
Customer Testimonials
A recommendation from a satisfied customer is a powerful trust indicator when used within your webpage content. When you’re providing a testimonial, please provide as much information as possible so that the testimonial can be validated by the reader.

Information such as (ask permission first):
 Full name
 Business name
 Title
 Headshot
 Email Id and/or Phone number
This makes the testimonial a ton more credible to the site visitor reading it.

Third-party Security Seals

Third-party seals let your visitors know that doing business with you is safe. Their personal information will not be shared or compromised.

There are many seals of approval the three most recognizable seals are the logos of Paypal, Verisign, and McAfee. These also help build trust and persuade visitors to convert.

A Privacy Policy

A privacy policy link is one of the very few exit links that should be included in a landing page (along with your terms of service).

That’s because a privacy policy helps build trust. It informs site visitors how their information will be captured, stored and shared (if at all).

FiveStars does a great job providing trust indicators on its landing page. They deliver proven results (i.e. statistical evidence with cited sources).

As well as customer testimonials with several bits of personal information about the customer.

Customer Testimonials

A recommendation from a satisfied customer is a powerful trust indicator when used within your webpage content. When you’re providing a testimonial, please provide as much information as possible so that the testimonial can be validated by the reader.

Information such as (ask permission first):
 Full name
 Business name
 Title
 Headshot
 Email Id and/or Phone number
This makes the testimonial a ton more credible to the site visitor reading it.

Third-party Security Seals

Third-party seals let your visitors know that doing business with you is safe. Their personal information will not be shared or compromised.

There are many seals of approval the three most recognizable seals are the logos of Paypal, Verisign, and McAfee. These also help build trust and persuade visitors to convert.

A Privacy Policy

A privacy policy link is one of the very few exit links that should be included in a landing page (along with your terms of service).

That’s because a privacy policy helps build trust. It informs site visitors how their information will be captured, stored and shared (if at all).

Use A Lead Capture Form

Lead capture forms are used for collecting site visitor registration information. Such forms only work well when they are designed properly.

To accomplish that, forms must capture:
 Only essential information from prospects
 The information asked for must not intimidate a site visitor
 The information must be properly organized so it’s easy for a site visitor to enter
Remember to place lead capture forms strategically on your webpage.

Zoho’s lead capture form below is very short. It does not ask for any personal information. This multiplies the possibility that the site visitor will use it to create an account.

ZOHO-CRM Lead Capture Form Image

Another technique removes the form, displaying only a Call To Action button.

When a site visitor clicks the button, a pop-up box opens which displays a simple lead capture form.

This approach sometimes helps remove some of the intimidation that a lead capture forms present.

Additionally, only the most interested site visitors are actually shown the form. Hence you tend to have
more qualified leads if they took the step of clicking the CTA button and filling the lead capture form.

Use A Strong Call-To-Action

The CTA text on the button placed on your web page must stand out above all the rest.
There should be no confusion as to what site visitors must do to access your offer.

Consider the following factors when designing your CTA button:

Position

By placing your CTA button too prematurely on the page, you run the risk of losing conversions.

When you place the CTA after you’ve introduced and explained your offer, it’s more likely that site visitors will be a ton more convinced to convert.

White space above and below your CTA button helps by isolating it on your web page. This helps draw attention to your CTA button.

Size

Don’t make your CTA button too small. Make it obvious. Let it stand out from the rest of the page. Ensure that the button text explains exactly what you want site visitors to do.

Color

Create your CTA button using a contrasting color to make it stand out from the rest of the web page content.

Copy

CTA button copy is a deciding factor which can determine winning or losing a conversion.

Stay away from boring, vague, and overused copy, like Submit, Subscribe, Sign up, or Download.

Be specific on the Call-To-Action the site visitor must take. Use personalized, compelling words which increase conversions.

The CTA button copy on this GoToWebinar landing page is
 Action-oriented (Start)
 Customer-centric (my)
And
 Uses a word that drives conversions (free)

The GoToWebinar Call To Action Image

Ensure No Exit Links On Your Landing Page

Landing pages are designed to be hyper-focused pages on a single thing. BUY.

There shouldn’t be any external links (except perhaps privacy policy and terms of service).

NOTE: By including links to other pages, you’re inviting site visitors to leave your landing page without converting.

This means no top menu items on the page. Only minimal footer content at the web page bottom. No footer links or footer menu items.

Minimalist Footer

Your landing page footer content should not be like other web page footer content.

There should be no links in the landing page footer section to:
 Product pages
 Social media
 Sitemap
Or
 Any other link to anywhere
 No Footer menu items that can take the site visitor away from the landing page.

Keep the landing page footer section extremely simple with just copyright information and if considered necessary links to your privacy policy and terms of service.

No Navigation

Landing pages don’t require any navigation links because everything the site visitor needs to convert should already be included on the page. There shouldn’t be any need to jump from page to page. It’s either convert by taking the offer or leave.

Have Sufficient White Space In Your Web Pages.

White space is the empty area in your key web pages. Empty areas help draw attention to specific elements in the web page.

It doesn’t have to be white per se, as long as it fulfills its purpose.

White space is a valuable design technique because it helps create a visual hierarchy. Reducing page clutter. Improving readability and comprehension.

For example, Catchpoint makes great use of white space drawing maximum attention to its headline, sub-headline, and lead capture form.

Catchpoint Lead Capture Form Image

Does Your Web Page Content Framework Work For You?

While there is no single best web page content framework. The best web page content framework is simply the one that delivers the highest conversions.

Various combinations of web page elements described in this content, when placed on your key web pages will result in different conversion outcomes.

That’s why it’s so important to A/B test your web pages. This will always determine which web page content element combination gives you the maximum conversions.

Want To Connect?

If you liked the content of this post, I’d love to hear from you. If you thought that the content of this post was not up to your expectations, I’d love to hear from you.

I would be tickled pink if you left your comments in the comments section just below. I promise I always reply to a comment. I’d love conversations.

Write to me at admin@school-of-digital-marketing.com I always answer the emails I get. Your constructive criticism helps me get better each day in every way.

Digital Marketing for Website Owners Course Blog Advert

Digital Marketing For Website Owner’s Course

A living income is one that, pays all your lifestyle bills AND delivers at least a 25% surplus, month on month.

Do you want a living income from your website?

If you do, our Digital Marketing For Website Owner’s Course is tailor-made just for you.

Ivan Bayross
Digital Marketing Strategist, International Author, Consultant & Business Mentor
I've been an entrepreneur for more than 33 years.

I've taught marketing and finance at a few MBA schools in Mumbai, India. These subjects are like a horse and carriage. You can't have one without the other.

I am technology savvy too as I am armed with an M.Tech from Manchester University, UK. In that sense, you could call me a geek-marketer, as I’m comfortable with both technology and marketing.

I have written and published 70+ books in tech and digital marketing. Many of these are available on Amazon.

I've been working in digital marketing for around 18 years. I love to teach the subject, plus define, execute, and tweak digital marketing strategies for my own websites and my clients.

I'm moving my love for teaching to the web.
Ivan Bayross on EmailIvan Bayross on GoogleIvan Bayross on LinkedinIvan Bayross on TwitterIvan Bayross on Wordpress
May 31, 2018

4 responses on "Can You Create Web Page Content That Converts Like Crazy?"

  1. I have never heard of Web Page Content Hierarchy before, so thank you for that information.

    • Hi Denise,

      Far too many website owners don’t realize that there is a definite hierarchy in the way webpage content must flow to engage the reader and deliver value to those who want/need it.

      I hope my blog post content helped you craft a more engaging webpage in some way. If it did I’m over the moon.

      Warmly,

      Ivan Bayross

  2. WOW! What a great article! Already shared. Not too mention, bookmarked as this holistic coverage shows the in-depth how-to method to create perfect and SEO-centric content. Great job!

Leave a Message

Your email address will not be published.

© SDM / Ivan Bayross All Rights Reserved 2018 [E] admin@school-of-digital-marketing.com [M] +91 9892734331

Hi I'm Ivan

Social Media Marketing done

in just 30 mins a day.
My checklist teaches you how

Ivan's Face