Creating Compelling Landing Pages for Eco-Friendly Products
Creating Compelling Landing Pages for Eco-Friendly Products
Kai Lytton
July 17, 2024
The Value of Landing Pages
In the competitive landscape of eco-friendly marketing, your landing page is the crucial bridge between advertising and action. It's where your PPC efforts come to fruition, and where environmentally conscious consumers make their decisions. A well-crafted landing page can mark the difference between a fleeting visit and a committed customer. At Bilō Marketing, we've honed the art of creating landing pages that resonate with eco-minded audiences. In this guide, we'll share our insights on how to create compelling, conversion-driven landing pages that align with your sustainable brand values. Let's explore how to turn clicks into meaningful engagement for your eco-friendly products or services.
Understanding Your Audience
Like any other marketing effort, a deep understanding of who you are advertising to is essential. This knowledge should include: demographic, psychographic, and geographic segmentation, which in layman's terms are just descriptive ways to define your audience segment. Data indicates that tailoring your ad copy to match user intent and characteristics significantly improves click-through rates (CTR), with personalized ads showing up to 50% higher CTR compared to non-personalized ads (Aguirre et al., 2021).
Before creating your landing pages you should consider these key foundational segmentation categories:
👥 Demographics: Age, gender, income level, education, environmental awareness.
🧠 Psychographics: Values, interests, lifestyle choices, commitment to sustainability.
🌍 Geographic location: Urban vs. rural, eco-friendly regions, proximity to nature.
🔍 Search behaviour: Eco-friendly keywords, product searches, sustainable brand research.
🛒 Purchase intent: Researching sustainable options vs. ready to
buy eco-products.
🔄 Previous interactions: New eco-conscious visitors vs. returning green customers.
🌱 Green preferences: Organic, zero-waste, energy-efficient, or ethically sourced products.
Taking the time to uncover this information will set the tone of the experience your customers will have when interacting with your landing page, ultimately setting you apart from the competition. This is always the end goal. Repeatedly practicing this exercise will make you more familiar with your audiences, allowing you to create more targeted and relevant landing pages. There is far too much noise in the digital marketing space, and the only solution is to tailor your approach to win customers. Having a tailored approach will enhance their user experience and increase the probability of converting. Remember, the goal is to create a seamless journey from the PPC ad to a landing page that speaks directly to the potential customer's needs and motivations.
Craft a Benefit-Focused Headline
There are many different areas within PPC to focus on, so why long-tail keywords? Well, long-tail keywords continue to dominate search queries, accounting for 91.8% of all searches according to a 2023 study by SEMRush. This statistic reinforces the importance of incorporating these specific phrases into PPC campaigns. The term "long tail" was coined by marketer Chris Anderson in his book "The Long Tail: Why the Future of Business is Selling Less of More," where he explains how a major shift has occurred online, and now businesses must cater to more hyper-specific niches to achieve notable success within their industry. The cookie-cutter, one-size-fits-all method of marketing is dead; it's just noise in the sea of ads. Long-tail keywords offer a better way to advertise, where targeting should be specific, and focusing on niche phrases can lead to higher conversion rates and more efficient ad spend.
Use Compelling Visuals
The visual component of your landing page is a crucial element in creating a high-converting experience. Research shows that people typically skim content rather than read it through it's entirety, making visuals an essential tool for quickly conveying your message. A study by MIT neuroscientists found that the human brain can process images in as little as 13 milliseconds, highlighting the power of visual communication (Trafton, 2014). This rapid processing means that well-chosen images can instantly convey your landing page's purpose and value proposition, encouraging visitors to explore further.
To optimize your landing page's visual appeal:
• Photos: Use high-quality, relevant images from resources like Unsplash or Pexels, which offer royalty-free options.
• Videos: Consider creating cost-effective videos by overlaying audio on B-roll footage to keep visitors engaged longer. Using things like Adobe Express or Invideo are great options.
• Infographics: Using tools like Figma, Canva, or Adobe Illustrator to create informative and visually appealing infographics that communicate your value proposition clearly.
The goal is to create a visually consistent and engaging experience that complements your written content and guides visitors towards conversion. By strategically placing these visual elements, you can significantly enhance the effectiveness of your landing page and improve your conversion rates.
USP is really what sets you apart from others, being generic in your approach won't win in the competitive digital landscape. You must highlight what makes you special, and don't be afraid to be dramatic with it too - as long as it's the truth. The USP should be placed under your header, making it immediately apparent that you're different, and the BEST choice for solving your audience's issues. USPs are essential, and we hope you have yours already if you are at the stage of running ads and creating landing pages. If you haven't made a concise USP yet, no worries, now is a great time to make one! We recommend going through this Godaddy PDF exercise document to better understand your USP and integrate it into your branding [link].
Before you start, here is some examples of compelling eco-friendly USPs examples:
Sustainable Materials: "Made from 100% ocean-bound plastics, preventing 1kg of waste per product from entering our seas".
Ethical Production: "Fair-trade certified and ethically sourced, empowering 500+ artisans in developing communities".
Health Benefits: "100% organic, non-toxic formulation, certified safe for newborns and pets by independent labs".
Waste Reduction: "Zero-waste packaging and product design, 100% biodegradable or infinitely recyclable".
Your USP should not only differentiate you from competitors but also resonate with your target audience's values and needs. It should clearly communicate the unique benefit or solution your product or service offers. Besides the GoDaddy PDF, there are a few other methods to ensure your USP accurately reflects market conditions. Once you have a general USP, consider conducting customer surveys from previous customers or analyzing competitor offerings to verify that you're truly addressing a market gap. Treat the USP as a scientific hypothesis, using data to prove its accuracy or inaccuracy. Don't be afraid to go back to the drawing board, starting over sooner is better than later. Understand that a well-defined USP can significantly boost your conversion rates by immediately communicating your value to potential customers, making it a salient element of your landing page strategy, as well as your business operations.
Now that you have hooked your potential customer with a killer headline and visuals, and they've read about what makes you unique. It's time for that final push before you ask for the offer. Using social proof of legitimacy is a great final, knockout blow to earn sufficient trust for purchase. Considering all the greenwashing from big corporations these days, people are rightfully skeptical and need to know their money is supporting the right causes on top of solving their pain points. Ensuring your social proof section is clear, including faces or logos are the best design practices to humanize this section of your landing page.
Testimonials from previous clients/customers, giving their honest positive feedback, are strong indicators that new customers' experiences will follow suit. Don't be afraid to ask your past clients and customers; If you really do have a great service or product and are helping the planet, you shouldn't be met with much resistance. Some will refuse, but hey, that's business. Besides testimonials, another powerful way to showcase your authenticity is through eco-certifications and awards. Showcasing that your brand has been audited by third-party eco-certification organizations is a strong testament to how your company is run and how legitimate it is. Lastly, the use of user-generated content, photos of real people and families whose lives have been positively impacted by your products will win over unsure customers. We recommend always keeping tabs on anyone who posts your content online. It's a good business practice to reward individuals who do this; offering free shipping or a discount next time is a great way to create brand advocates.
Building Trust with Social Proof
Now for the climax of the story, the main event so to speak. You've taken an interested prospect through the ropes, and it's now time to present your offer. This crucial section of your landing page is where you convert interest into action. Your offer should be clear, concise, and irresistible, directly addressing the needs and pain points of your eco-conscious audience. Whether it's a sustainable product, an eco-friendly service, or valuable information about green living, ensure that the value proposition is immediately apparent.
No matter what website builder you're using, to maximise conversion rates in your offer section, consider these best practices:
Use action-oriented language that creates a sense of urgency.
Highlight the environmental impact of choosing your offer.
Offer a risk-free trial or money-back guarantee to reduce hesitation.
Have a circular economy option like free returns or repairs.
Include a clear, prominent call-to-action (CTA) button with contrasting colours.
Simplify the decision-making process by limiting options.
Provide multiple payment methods to cater to different preferences.
Mastering the offer section is essential to increasing your bottom line. Taking the time to refine your offer will continue to be an asset in any landing page and website you create for your business. Remember, your offer should feel like the natural next step for a visitor who's aligned with your brand's eco-friendly values and impressed by your product or service. By crafting a well-designed offer section that speaks directly to your audience's desires and concerns, you'll significantly increase your chances of converting visitors into loyal, environmentally conscious customers.
Address Customer Objections
The Offer
Create a Strong final Call-to-Action (CTA)
After guiding potential customers through your landing page and presenting your offer, they may still have reservations or questions standing between them and the purchase. This is a great opportunity to address these concerns through a well-crafted FAQ section. Using an FAQ can address immediate concerns as well as peripheral biases they might have towards your product/service. Being extremely conscious and intentional when creating your FAQ is well worth the effort.
Content for this section can come from various sources. Start with previous customer inquiries about your product or service - those email chains in your inbox can be a goldmine of information. If you're just starting out, look at competitors with similar offerings for inspiration. Having an FAQ shows that you've anticipated customer concerns and are proactive in addressing them. This section also provides an opportunity to expand on points you couldn't fully cover in the main copy of your landing page, giving you more space to highlight your eco-friendly practices or unique features.
Cover topics ranging from shipping details to circular economy options like repairs or recycling programs. Anything related to your offering is fair game. The FAQ is your chance to remove potential objections before they become roadblocks, turning those that are skeptical into loyal customers who are confident in their choice to support your eco-friendly brand.
Final Thoughts
When first mastering CTAs for your eco-friendly products, it's best to stick to proven, data-tested fundamentals; A good CTA is in most of your sections, either on your landing page or website. While the potential for creativity is broad, beginners should focus on sticking to what works. Marketing and business development leader Donald Miller, one of my favourite authors, offers valuable advice on crafting effective Call-to-Actions.
Donald emphasizes that a good CTA should be an obvious next step in the customer's journey, aligning with the story you're telling about how your sustainable product or service solves their problem and benefits the environment. Here are some key points to consider:
• Clarity: Use clear, specific language that resonates with eco-conscious consumers.
• Action-oriented: Start with verbs that encourage immediate action, like "Reduce," or "Conserve."
• Repetition: Include your primary CTA multiple times throughout your landing page.
• Options: Offer both a direct CTA, something like: "Shop Eco-Friendly Now" and a transitional one like “Explore Our Earth-Friendly Solutions”
• Value focus: Emphasize the environmental impact and personal benefits of taking action.
• Urgency: Create a sense of urgency related to environmental issues, something like: "Act Now for a Greener Tomorrow".
Incorporating these practices into your CTAs will make them more compelling and likely to convert eco-conscious consumers. For more insights on marketing and business development, I highly recommend Miller's book "Building a StoryBrand." and if you're interested in personal development, his "Hero on a Mission" book is also an excellent read.
Blog Citations
Nielsen Norman Group. (2011). How Long Do Users Stay on Web Pages? Link
Boz, Z., Korhonen, V., & Koelsch Sand, C. (2020). Consumer considerations for the implementation of sustainable packaging: A review. Sustainability, 12(6), 2192. Link
Trafton, A. (2014). In the blink of an eye. MIT News. Link
Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2021). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Link
Liu, C., White, R. W., & Dumais, S. (2020). Understanding web browsing behaviors through Weibull analysis of dwell time. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 1-10). Link
Hanson, S., Jiang, L., Ye, J., & Murthy, N. (2023). The right shade of green: How environmental benefit claims influence green product evaluations. Link
Nielsen Norman Group. (2011). How Long Do Users Stay on Web Pages? Link
Boz, Z., Korhonen, V., & Koelsch Sand, C. (2020). Consumer considerations for the implementation of sustainable packaging: A review. Sustainability, 12(6), 2192. Link
Trafton, A. (2014). In the blink of an eye. MIT News. Link
Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2021). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Link
Liu, C., White, R. W., & Dumais, S. (2020). Understanding web browsing behaviors through Weibull analysis of dwell time. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 1-10). Link
Hanson, S., Jiang, L., Ye, J., & Murthy, N. (2023). The right shade of green: How environmental benefit claims influence green product evaluations. Link
From a birds-eye-view the functions of digital marketing seem simple, straightforward, but the inner-workings are far more complex. With time and familiarity, you come to understand that each component of your business takes time and detail to master. Not every company has the luxury of hiring external specialists. Taking the time to incorporate some of this actionable advice will add another component to your marketing efforts and help increase conversions, which ultimately means more sales. The data proves that being in an eco-friendly related industry alone will win over customers, however execution is the tricky part. Understanding your audience, crafting a clear and engaging message, and continuously optimizing based on performance data will set you apart. By following these steps, you can effectively capture the attention of eco-conscious consumers and drive conversions, contributing to a more sustainable future.
The key to success in eco-friendly marketing lies within authenticity and transparency. Eco-conscious consumers value honesty and integrity, so ensure your landing page genuinely reflects your commitment to sustainability. Don't just talk-the-talk, make sure you can walk-the-walk. Showcase your real-world impact, certifications, and sustainable practices. Be bold in your mission, clear in your message, and unwavering in your dedication to the planet. As you refine your landing page, keep testing, learning, and evolving. Your journey towards sustainability is continual, and your marketing should reflect that growth. By creating compelling, honest, and impactful landing pages, you're not just selling a product – you're inviting customers to join a movement towards a greener future. So go on and continue the fight, inspire change, and let your landing page be the starting place for a more sustainable world.
We hope you learned a few things about landing pages 😄
Wishing you all the best here at Bilō.
~ Kai Lytton, Co-Founder Bilō Marketing Agency
Highlight Your Unique Selling Proposition (USP)
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Creating Compelling Landing Pages for Eco-Friendly Products
Kai Lytton
July 17, 2024
Creating Compelling Landing Pages for Eco-Friendly Products
Kai Lytton
July 17, 2024
The Value of Landing Pages
In the competitive landscape of eco-friendly marketing, your landing page is the crucial bridge between advertising and action. It's where your PPC efforts come to fruition, and where environmentally conscious consumers make their decisions. A well-crafted landing page can mark the difference between a fleeting visit and a committed customer. At Bilō Marketing, we've honed the art of creating landing pages that resonate with eco-minded audiences. In this guide, we'll share our insights on how to create compelling, conversion-driven landing pages that align with your sustainable brand values. Let's explore how to turn clicks into meaningful engagement for your eco-friendly products or services.
Understanding Your Audience
Like any other marketing effort, a deep understanding of who you are advertising to is essential. This knowledge should include: demographic, psychographic, and geographic segmentation, which in layman's terms are just descriptive ways to define your audience segment. Data indicates that tailoring your ad copy to match user intent and characteristics significantly improves click-through rates (CTR), with personalized ads showing up to 50% higher CTR compared to non-personalized ads (Aguirre et al., 2021).
Before creating your landing pages you should consider these key foundational segmentation categories:
👥 Demographics: Age, gender, income level, education, environmental awareness.
🧠 Psychographics: Values, interests, lifestyle choices, commitment to sustainability.
🌍 Geographic location: Urban vs. rural, eco-friendly regions, proximity to nature.
🔍 Search behaviour: Eco-friendly keywords, product searches, sustainable brand research.
🛒 Purchase intent: Researching sustainable options vs. ready to buy eco-products.
🔄 Previous interactions: New eco-conscious visitors vs. returning green customers.
🌱 Green preferences: Organic, zero-waste, energy-efficient, or ethically sourced products.
Taking the time to uncover this information will set the tone of the experience your customers will have when interacting with your landing page, ultimately setting you apart from the competition. This is always the end goal. Repeatedly practicing this exercise will make you more familiar with your audiences, allowing you to create more targeted and relevant landing pages. There is far too much noise in the digital marketing space, and the only solution is to tailor your approach to win customers. Having a tailored approach will enhance their user experience and increase the probability of converting. Remember, the goal is to create a seamless journey from the PPC ad to a landing page that speaks directly to the potential customer's needs and motivations
Like any other marketing effort, a deep understanding of who you are advertising to is essential. This knowledge should include: demographic, psychographic, and geographic segmentation, which in layman's terms are just descriptive ways to define your audience segment. Data indicates that tailoring your ad copy to match user intent and characteristics significantly improves click-through rates (CTR), with personalized ads showing up to 50% higher CTR compared to non-personalized ads (Aguirre et al., 2021).
Before creating your landing pages you should consider these key foundational segmentation categories:
👥 Demographics: Age, gender, income level, education, environmental awareness.
🧠 Psychographics: Values, interests, lifestyle choices, commitment to sustainability.
🌍 Geographic location: Urban vs. rural, eco-friendly regions, proximity to nature.
🔍 Search behaviour: Eco-friendly keywords, product searches, sustainable brand research.
🛒 Purchase intent: Researching sustainable options vs. ready to buy eco-products.
🔄 Previous interactions: New eco-conscious visitors vs. returning green customers.
🌱 Green preferences: Organic, zero-waste, energy-efficient, or ethically sourced products.
Taking the time to uncover this information will set the tone of the experience your customers will have when interacting with your landing page, ultimately setting you apart from the competition. This is always the end goal. Repeatedly practicing this exercise will make you more familiar with your audiences, allowing you to create more targeted and relevant landing pages. There is far too much noise in the digital marketing space, and the only solution is to tailor your approach to win customers. Having a tailored approach will enhance their user experience and increase the probability of converting. Remember, the goal is to create a seamless journey from the PPC ad to a landing page that speaks directly to the potential customer's needs and motivations.
Craft a Benefit-Focused Headline
Now that you have an overarching understanding of who you are trying to advertise to, creating a compelling headline is the next step. When someone is enticed by your tailored ad approach, they will click and land on your page. Like any good book, this is the time to hook them with a catchy-grab. Your headline, or H1, is the first thing visitors will see and is often the deciding factor in whether they stay or leave. The data indicates that you have only 15 seconds to win potential customers over, with 55% of visitors spending less than 15 seconds actively on a page (Liu et al., 2020). This brief window is extremely important, and the content should be thoroughly thought out. It must communicate immediate value and relevance to the qualified eco-conscious visitors.
To maximize the effectiveness of your headline, focus on articulating clear, tangible benefits that resonate with your eco-conscious audience. Highlight how your sustainable product or service solves a problem or improves their lives, all while aligning with their environmental values. A recent study has found that emphasizing environmental benefits in marketing messages significantly increased consumer purchase intentions for green products, particularly when these messages were tailored to match consumers' personal values (Hanson, 2023). Your headline should not only capture attention but also seamlessly lead visitors down the rest of your landing page content, creating a harmonious and persuasive experience that guides them towards conversion.
There are many different areas within PPC to focus on, so why long-tail keywords? Well, long-tail keywords continue to dominate search queries, accounting for 91.8% of all searches according to a 2023 study by SEMRush. This statistic reinforces the importance of incorporating these specific phrases into PPC campaigns. The term "long tail" was coined by marketer Chris Anderson in his book "The Long Tail: Why the Future of Business is Selling Less of More," where he explains how a major shift has occurred online, and now businesses must cater to more hyper-specific niches to achieve notable success within their industry. The cookie-cutter, one-size-fits-all method of marketing is dead; it's just noise in the sea of ads. Long-tail keywords offer a better way to advertise, where targeting should be specific, and focusing on niche phrases can lead to higher conversion rates and more efficient ad spend.
Use Compelling Visuals
The visual component of your landing page is a crucial element in creating a high-converting experience. Research shows that people typically skim content rather than read it through it's entirety, making visuals an essential tool for quickly conveying your message. A study by MIT neuroscientists found that the human brain can process images in as little as 13 milliseconds, highlighting the power of visual communication (Trafton, 2014). This rapid processing means that well-chosen images can instantly convey your landing page's purpose and value proposition, encouraging visitors to explore further.
To optimize your landing page's visual appeal:
• Photos: Use high-quality, relevant images from resources like Unsplash or Pexels, which offer royalty-free options.
• Videos: Consider creating cost-effective videos by overlaying audio on B-roll footage to keep visitors engaged longer. Using things like Adobe Express or Invideo are great options.
• Infographics: Using tools like Figma, Canva, or Adobe Illustrator to create informative and visually appealing infographics that communicate your value proposition clearly.
The goal is to create a visually consistent and engaging experience that complements your written content and guides visitors towards conversion. By strategically placing these visual elements, you can significantly enhance the effectiveness of your landing page and improve your conversion rates.
Highlight Your Unique Selling Proposition (USP)
USP is really what sets you apart from others, being generic in your approach won't win in the competitive digital landscape. You must highlight what makes you special, and don't be afraid to be dramatic with it too - as long as it's the truth. The USP should be placed under your header, making it immediately apparent that you're different, and the BEST choice for solving your audience's issues. USPs are essential, and we hope you have yours already if you are at the stage of running ads and creating landing pages. If you haven't made a concise USP yet, no worries, now is a great time to make one! We recommend going through this Godaddy PDF exercise document to better understand your USP and integrate it into your branding [link].
Before you start, here is some examples of compelling eco-friendly USPs examples:
Sustainable Materials: "Made from 100% ocean-bound plastics, preventing 1kg of waste per product from entering our seas".
Ethical Production: "Fair-trade certified and ethically sourced, empowering 500+ artisans in developing communities".
Health Benefits: "100% organic, non-toxic formulation, certified safe for newborns and pets by independent labs".
Waste Reduction: "Zero-waste packaging and product design, 100% biodegradable or infinitely recyclable".
Your USP should not only differentiate you from competitors but also resonate with your target audience's values and needs. It should clearly communicate the unique benefit or solution your product or service offers. Besides the GoDaddy PDF, there are a few other methods to ensure your USP accurately reflects market conditions. Once you have a general USP, consider conducting customer surveys from previous customers or analyzing competitor offerings to verify that you're truly addressing a market gap. Treat the USP as a scientific hypothesis, using data to prove its accuracy or inaccuracy. Don't be afraid to go back to the drawing board, starting over sooner is better than later. Understand that a well-defined USP can significantly boost your conversion rates by immediately communicating your value to potential customers, making it a salient element of your landing page strategy, as well as your business operations.
Building Trust with Social Proof
Now that you have hooked your potential customer with a killer headline and visuals, and they've read about what makes you unique. It's time for that final push before you ask for the offer. Using social proof of legitimacy is a great final, knockout blow to earn sufficient trust for purchase. Considering all the greenwashing from big corporations these days, people are rightfully skeptical and need to know their money is supporting the right causes on top of solving their pain points. Ensuring your social proof section is clear, including faces or logos are the best design practices to humanize this section of your landing page.
Testimonials from previous clients/customers, giving their honest positive feedback, are strong indicators that new customers' experiences will follow suit. Don't be afraid to ask your past clients and customers; If you really do have a great service or product and are helping the planet, you shouldn't be met with much resistance. Some will refuse, but hey, that's business. Besides testimonials, another powerful way to showcase your authenticity is through eco-certifications and awards. Showcasing that your brand has been audited by third-party eco-certification organizations is a strong testament to how your company is run and how legitimate it is. Lastly, the use of user-generated content, photos of real people and families whose lives have been positively impacted by your products will win over unsure customers. We recommend always keeping tabs on anyone who posts your content online. It's a good business practice to reward individuals who do this; offering free shipping or a discount next time is a great way to create brand advocates.
The Offer
Now for the climax of the story, the main event so to speak. You've taken an interested prospect through the ropes, and it's now time to present your offer. This section of your landing page is where you convert interest into action. Your offer should be clear, concise, and irresistible, directly addressing the needs and pain-points of your eco-conscious audience. Whether it's a sustainable product, an eco-friendly service, or valuable information about green living, ensure that the value proposition is immediately apparent.
No matter what website builder you're using, to maximize conversion rates in your offer section, consider these best practices:
Use action-oriented language that creates a sense of urgency.
Highlight the environmental impact of choosing your offer.
Offer a risk-free trial or money-back guarantee to reduce hesitation.
Have a circular economy option like free returns or repairs.
Include a clear, prominent call-to-action (CTA) button with contrasting colours.
Simplify the decision-making process by limiting options.
Provide multiple payment methods to cater to different preferences.
Mastering the offer section is essential to increasing your bottom line. Taking the time to refine your offer will continue to be an asset in any landing page and website you create for your business. Remember, your offer should feel like the natural next step for a visitor who's aligned with your brand's eco-friendly values and impressed by your product or service. By crafting a well-designed offer section that speaks directly to your audience's desires and concerns, you'll significantly increase your chances of converting visitors into loyal, environmentally conscious customers.
Now for the climax of the story, the main event so to speak. You've taken an interested prospect through the ropes, and it's now time to present your offer. This crucial section of your landing page is where you convert interest into action. Your offer should be clear, concise, and irresistible, directly addressing the needs and pain points of your eco-conscious audience. Whether it's a sustainable product, an eco-friendly service, or valuable information about green living, ensure that the value proposition is immediately apparent.
No matter what website builder you're using, to maximise conversion rates in your offer section, consider these best practices:
Use action-oriented language that creates a sense of urgency.
Highlight the environmental impact of choosing your offer.
Offer a risk-free trial or money-back guarantee to reduce hesitation.
Have a circular economy option like free returns or repairs.
Include a clear, prominent call-to-action (CTA) button with contrasting colours.
Simplify the decision-making process by limiting options.
Provide multiple payment methods to cater to different preferences.
Mastering the offer section is essential to increasing your bottom line. Taking the time to refine your offer will continue to be an asset in any landing page and website you create for your business. Remember, your offer should feel like the natural next step for a visitor who's aligned with your brand's eco-friendly values and impressed by your product or service. By crafting a well-designed offer section that speaks directly to your audience's desires and concerns, you'll significantly increase your chances of converting visitors into loyal, environmentally conscious customers.
Address Customer Objections
After guiding potential customers through your landing page and presenting your offer, they may still have reservations or questions standing between them and the purchase. This is a great opportunity to address these concerns through a well-crafted FAQ section. Using an FAQ can address immediate concerns as well as peripheral biases they might have towards your product/service. Being extremely conscious and intentional when creating your FAQ is well worth the effort.
Content for this section can come from various sources. Start with previous customer inquiries about your product or service - those email chains in your inbox can be a goldmine of information. If you're just starting out, look at competitors with similar offerings for inspiration. Having an FAQ shows that you've anticipated customer concerns and are proactive in addressing them. This section also provides an opportunity to expand on points you couldn't fully cover in the main copy of your landing page, giving you more space to highlight your eco-friendly practices or unique features.
Cover topics ranging from shipping details to circular economy options like repairs or recycling programs. Anything related to your offering is fair game. The FAQ is your chance to remove potential objections before they become roadblocks, turning those that are skeptical into loyal customers who are confident in their choice to support your eco-friendly brand.
Create a Strong final Call-to-Action (CTA)
When first mastering CTAs for your eco-friendly products, it's best to stick to proven, data-tested fundamentals; A good CTA is in most of your sections, either on your landing page or website. While the potential for creativity is broad, beginners should focus on sticking to what works. Marketing and business development leader Donald Miller, one of my favourite authors, offers valuable advice on crafting effective Call-to-Actions.
Donald emphasizes that a good CTA should be an obvious next step in the customer's journey, aligning with the story you're telling about how your sustainable product or service solves their problem and benefits the environment. Here are some key points to consider:
• Clarity: Use clear, specific language that resonates with eco-conscious consumers.
• Action-oriented: Start with verbs that encourage immediate action, like "Reduce," or "Conserve."
• Repetition: Include your primary CTA multiple times throughout your landing page.
• Options: Offer both a direct CTA, something like: "Shop Eco-Friendly Now" and a transitional one like “Explore Our Earth-Friendly Solutions”
• Value focus: Emphasize the environmental impact and personal benefits of taking action.
• Urgency: Create a sense of urgency related to environmental issues, something like: "Act Now for a Greener Tomorrow".
Incorporating these practices into your CTAs will make them more compelling and likely to convert eco-conscious consumers. For more insights on marketing and business development, I highly recommend Miller's book "Building a StoryBrand." and if you're interested in personal development, his "Hero on a Mission" book is also an excellent read.
Final Thoughts
Final Thougts
From a birds-eye-view the functions of digital marketing seem simple, straightforward, but the inner-workings are far more complex. With time and familiarity, you come to understand that each component of your business takes time and detail to master. Not every company has the luxury of hiring external specialists. Taking the time to incorporate some of this actionable advice will add another component to your marketing efforts and help increase conversions, which ultimately means more sales. The data proves that being in an eco-friendly related industry alone will win over customers, however execution is the tricky part. Understanding your audience, crafting a clear and engaging message, and continuously optimizing based on performance data will set you apart. By following these steps, you can effectively capture the attention of eco-conscious consumers and drive conversions, contributing to a more sustainable future.
The key to success in eco-friendly marketing lies within authenticity and transparency. Eco-conscious consumers value honesty and integrity, so ensure your landing page genuinely reflects your commitment to sustainability. Don't just talk-the-talk, make sure you can walk-the-walk. Showcase your real-world impact, certifications, and sustainable practices. Be bold in your mission, clear in your message, and unwavering in your dedication to the planet. As you refine your landing page, keep testing, learning, and evolving. Your journey towards sustainability is continual, and your marketing should reflect that growth. By creating compelling, honest, and impactful landing pages, you're not just selling a product – you're inviting customers to join a movement towards a greener future. So go on and continue the fight, inspire change, and let your landing page be the starting place for a more sustainable world.
We hope you learned a few things about landing pages 😄
Wishing you all the best here at Bilō.
~ Kai Lytton, Co-Founder Bilō Marketing Agency
Blog Citations
Nielsen Norman Group. (2011). How Long Do Users Stay on Web Pages? Link
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WE LIVE, WORK AND PLAY ON THE BEAUTIFUL BUT UNCEDED TERRITORIES OF THE Х"МЭОК"ЭỶA (MUSQUEAM), SKWXWÚZMESH (SQUAMISH), And SELÍLWITULH (TSLEIL-WAUTUTH) Nations. WE ARE Very GRATEFUL.
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© 2024 Bilō Marketing Inc. All rights reserved.