Be it a page that wants to convert visitors into signups or the link form an advert, this is a ‘conversion page’.

Questions to ask yourself

What are we trying to do with this page?

Ensure the page has real focus, an aim to achieve one single outcome.

What information can we provide to make that outcome most likely to happen?

Create an attention-grabbing headline, and some compelling “what’s-in-it-for-me?” body copy. A set of bullet points can be a good place to start with this and might even be good to remain on the page itself.

Why wouldn’t people take up our offer?

Provide whatever it takes to overcome their skepticism.

Do you have a “who are you?” problem? Maybe introduce a testimonial or demonstrate how many customers you have.

Have you made the call to action as easy as possible?

Be super-critical of it. Have you looked at what competitors or anyone making similar types of offer do?

The cost-benefit of even small improvements can be huge.