Writing an ad campaign, landing page or even a website homepage — whatever the platform, a compelling offer or reason to take action is a critical part of the equation. An offer that gets a prospect to enter their email address or just dig deeper into your website can be the difference between a campaign that flops or one that kicks goals.
So, what is a compelling offer? Let’s start there.
- "Buy today and save 30%."
- "30 day free trial."
- "Download our free white paper."
- "Free measure and quote."
These examples show how an offer can pique your visitors’ interest and get them further down your funnel and closer to becoming a customer.
A compelling offer needs to solve your visitors hypothetical problems, but it also needs to be convincing — and backed up with enough proof to compel the visitor to take action.
You might be tempted to keep doing whatever you’ve been doing and keep your offer vague. But a compelling offer is a really great way to take the risk out of enquiring with you and get more leads or potential customers through the door.
Here’s why we love a compelling offer…
A compelling offer:
Gets and keeps attention 🌟
A clear and well-presented offer will capture your visitors’ attention and keep them reading. Putting your offer front and centre at the top of your page is a good idea because grabbing attention within the first few seconds gives you a better chance that a visitor will stay.
Increases engagement 📈
A compelling offer can increase your landing page’s engagement, prompting your visitors to pay more attention, read more about your product or service, watch your videos, or read further down the page.
Better engagement increases your opportunity for conversion and even has a flow-on effect that gives you better results in organic search, too. (Google favours websites that keep visitors engaged).
Makes an excellent first impression 👋
For many of your website or landing page visitors, the first page they read on your website might be their first-ever interaction with your brand. It might have even been the first time they’ve heard about you, especially if they’ve come from an ad on social or search.
A unique and compelling offer helps your brand stick in their mind as “the company with the two-for-one deal” or “the business that offers a free site visit,” for example.
Playing the long game ♟️
What makes a 'compelling offer' a successful one? 🤝
There are some key things that an offer needs to be if you want it to be… well, compelling.
Grab their attention 🎯
The researched consensus is that you only have around 8 seconds to capture the interest of your audience. That’s not long at all.
An offer that quickly captures attention is a powerful way to keep people on your site longer.
Offer real value 💰
Offers that provide clear value make the decision easier for the visitor. They’re more inclined to take action when they’re getting a great deal or something they can’t get anywhere else.
To create value, you need to get in the mind of your intended audience. What matters to them? What can you offer that is of the most importance to them?
Then, of course, how you present this value makes a huge difference. Make sure it’s punchy, make sure it resonates, make sure it’s impactful.
Create urgency ⚡
Many compelling offers use ‘scarcity’ to create a sense of urgency that can motivate visitors to act immediately rather than leave it for later.
This is done using phrasing like:
- "Hurry, limited spots available."
- "Only available until the end of September."
- "Only 3 days left!"
Stand out from your competitors 💥
A firm offer can set a business apart from its competitors. In a crowded market, standing out is essential, and a unique or valuable offer can be exactly what makes it happen.
Do you have equipment or processes that are above the industry standard? Do you offer far better customer service than others in your industry? Are you unique in anything to do with your product, service, or delivery of this? Whatever it is that you do better and that you do differently, be sure to highlight it.
Take the risk out it 📉
Offers such as free trials, money-back guarantees, or bonuses can reduce the risk for your customer, making them more comfortable with moving forward.
Anything you can do to reassure your prospects, reduce the level of commitment, or investment to proceed can have a positive effect on your conversion rate.
Clear call to action (CTA) 📣
To be successful, your too-good-to-pass-up offer needs to include a clear call to action (CTA), telling visitors exactly what they need to do next. Your CTA should be easy to understand and easy to achieve.
- "Register for a free brochure."
- "Talk to an expert for FREE."
- "Subscribe and get 3 Months FREE."
Go and get compelling 💪
Now that you know the essential ingredients of a compelling offer, it’s worth looking at your current messaging and using these principles to cut through the noise and improve your offer.
But if you’re having trouble defining your offer — we’d love to help. Come and chat with one of our digital marketing experts today about how we can help you develop your very own compelling offer.
