Are your landing pages structured for success? More specifically, are you creating attention-grabbing, actionable introductions?
This may seem like a lofty goal, but it’s really as simple as a four-letter acronym — AIDA, which stands for:
You may have heard of AIDA before, specifically connected to the marketing funnel and a theoretical buyer’s journey. But the same model can be applied at a smaller scale as you write landing page introductions. The result is a flexible, useful framework that will help you create more delightful and actionable content for your readers.
Want to learn how to apply AIDA to your next page introduction? Keep reading.
If you don’t command your reader’s attention, somebody else will — it’s the nature of our digital landscape.
Fortunately, the ways to catch your reader’s attention will be as varied as the people you’re writing to and the products or services you’re promoting — so you can get creative. Understanding what your audience values most is key here. A few ideas for capturing your reader’s attention include creating a point of agreement, or perhaps mentioning an experience that’s just waiting out there.
Need an example? Here’s the first sentence from one of our recent 2021 Ford Bronco model hub pages:
“Rugged adventures await.”
It’s short, sweet, and to the point. But it also creates a sense that there’s something out there worth experiencing — something a prospective Bronco buyer wants to experience.
So you’ve caught your reader’s attention. How will you make the most of it? The interest portion of your introduction should make your reader want to know more. It can look like answering “what can your product or service do for me?” Or, if you’ve established a point of agreement, you can point out a potential challenge and set up your product or service as the solution.
In the Bronco hub page example, building interest looks like:
“Go find them when you saddle up in the 2021 Ford Bronco.”
We invite the reader to go find the rugged adventures by driving the Ford Bronco.
Creating desire is the important bridging step from interest to action. Build desire for your product using words that convey a certain feeling — the feelings your reader wants to experience and are consistent with your brand essence and identity. You can also legitimize desire for your product or services by including details — judiciously chosen, of course — that make your reader want to take the next step.
Here’s what building desire looks like on the Bronco page:
“An exciting new take on the classic Ford off-road beast, the Bronco SUV is Built Wild™ in two- and four-door configurations with aggressive capabilities, robust architecture, and a wilderness-ready design.”
Including several key attributes supports the claim that the Bronco can take the reader on off-road adventures. Words like “aggressive,” “robust,” and “wilderness-ready” paint a picture of the Bronco that helps the reader envision and desire it.
Skill Builder: Learn more about how to paint a word picture of a car that will build desire.
What is the goal of your page? Are you driving the reader to the inventory? Trying to convert with a click to call (CTC) or contact form submission? Simply trying to get them to keep reading to build awareness for your brand? The final portion of your AIDA introduction moves the reader to take action. It’s the logical destination that you’ve been drawing the reader toward all along.
In the case of our Bronco page, there are three main actions for the reader. The first is to keep reading on the page to find research resources and shopping tools designed to carry them further down the purchase funnel.
“Learn more about how the 2021 Ford Bronco is designed to help you answer the call of the wild by using the following model review created by the team at [our dealership].”
After directing them to additional research, we point the reader either toward the inventory, contact form, or CTC to create a qualified lead for the dealership sales team. And because the introduction has drawn the reader this far, the road to more information — or a conversion — is tantalizingly close.
Skill Builder: Learn more about creating the best call-to-action phrases for each position in the purchase funnel.
Are you looking to boost lead generations and create relevant landing pages for your dealership website? Contact the team at Aronson Advertising to learn more about our available services, or give us a call at (847) 297-1700.