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Is your landing page giving a good elevator pitch?

Have you ever heard the term elevator pitch? Coined in the States, it refers to a short, sharp and effective summary of the services or products your company offers and the value you bring to your clients. The idea is to be able to sell or ‘pitch’ your business to a prospective customer in the time it takes an elevator to get from the lobby to the boss’s office. A successful elevator pitch won’t land you the contract, but it will get your foot in the door, and that’s exactly what your landing pages should be doing.

If you've worked hard optimising your web page, or are attracting visitors through Pay-Per-Click, you obviously want to keep your bounce rate (the percentage of people who leave your site straight away) as low as possible. Statistically, the average time spent viewing a web page is under one minute, the same amount of time it should take to deliver an elevator pitch. You have sixty seconds to entice the user into clicking through into your content, so it’s vital that your landing page, or if you like your digital elevator pitch, is effective.

How to create an effective digital elevator pitch

A good elevator pitch is about getting across quickly the benefits of choosing your business. Of course there are other things to consider, presentation for example - you won’t impress the client if you don’t look the part. Here are the main points you need to address:

  • What are you selling? It needs to be immediately clear to your visitors that they’re in the right place. Once they've established that, they’ll be happy to spend a few extra seconds listening to what you have to say.
  • What are the main points you want to get across? List them. Arrange them in little boxes. Present them in any way you see fit but keep them short and snappy and to the point.
  • What are the benefits of choosing you? This is most important one. Tell your potential client exactly why using you will benefit them. Give them that reason and make it explicit.
  • Presentation. Your website needs to look at least as good as your competitors. The design should give the impression of quality and scale associated with the top companies in the sector.
  • Calls to action. Remember, an elevator pitch is just a foot in the door. Once you’re in you need to give a comprehensive presentation. Your landing page should have clear calls-to-action: links to view more content or directions to get in touch. Your new potential client should be in no doubt as to what to do next.

The elevator pitch is just the start

A great elevator pitch is worthless without the content to back it up. Once you have piqued your visitor’s interest and earned yourself the chance to show them what you’ve got, don’t waste it. The rest of your website should be a detailed resource, answering every question before it’s asked and really wowing the potential client.

Success online is about evaluating and understanding the value and purpose of the content you’re putting out there. The purpose of the landing page is to hook users in, not to close the sale. Understand that and you’ll be well on your way to achieving your online goals.

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