It seems odd that there isn’t more discussion among web marketers about what really gets visitors to convert: the offer (hereinafter referred to as ‘the bait’).

The bait provides a WIFM (What’s in it for me?) for visitors. The real reason visitors provide their contact information is because they want your bait: your whitepaper, your newsletter, your free product trial. The more compelling and valuable your bait, the better your conversion rate.

Why is that large shadowy object hovering over this tasty-looking worm?

The landing page, meanwhile, is like your fishing boat. It’s essential for getting your bait in front of prospects, but it’s not what causes conversions. The biggest challenge for a fishing boat is going unnoticed; if it’s too big, bright, or noisy, it can scare the fish away.

So, like a fishing boat, a big part of your landing page’s job is to perform its function (getting your bait in front of visitors) without scaring them away. If it lacks professional design or loads too slowly, visitors are subconsciously thinking, “I really want that bait (whitepaper, newsletter, etc), but this looks like a schlocky outfit – I’ll probably get spammed if I give my email address. I’m outta here.”

So what about landing pages elements that should draw attention to themselves, like testimonials, trust badges, and client logos? Again, these elements don’t actually cause conversions. Instead, they simply reduce fear, helping to eliminate one more reason for your visitors to “scare away.”

Keep this in mind when putting together your landing page. Spend just enough time on your landing page to be sure it doesn’t scare your visitors away. Then, if you’re going to spend time and money “optimizing” anything: spend it on offering tastier bait.

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