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Title: A Headline Should Grasp
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A Headline Should Grasp

The landing page for the visitor as he enters your website is possibly the most important of the entire site. This is doubly important if the page requires the visitor to "convert" which is the term we give to the process of enticing a visitor to buy a product, a service, subscribe to the website or perform any other action they were bought to your site to perform.

Possibly the most tried and tested way of increasing conversion ratio is to instill a sense of urgency into the visitor. Several effective ways to achieving this exist and I will outline a few of them below.

Offer daily deals, this is a great way to get customers returning to your site.
Free offers or bonus offers when buying a service or product.
At Christmas and other holidays why not offer seasonal promotions?
Instill a sense of urgency by telling your visitors that stocks are limited and going fast.
Limited time or limited availability offers also work well.

A word to the wise if you do intend to use these kinds of marketing tactics. Consumers can be wary beasts, and you must earn their trust. If you tell them that an offer is open for a limited period then it should remain open to limited period only. This kind of fundamental mistake is witnessed again and again across a broad range of websites; the owners foolishly believe that their visitors are not bright enough to see through this transparent attempt to get them to part with their money.

There are other more stealthy ways to introduce a sense of urgency, why not include a price page with timestamp prices? Ensure these prices are keen and competitive, the inclusion of the timestamp implies to the customers that these prices may change at any time. This approach relies much more on psychology and if you attempt it make sure you understand how your target demographics should react to it. If you are selling high end and expensive products displaying prices may not be the wisest option.

This whole concept of urgency is designed to get people to convert; there are three types of customers or more correctly two types of customer and three types of visitors. The first kind of customer wants to buy and he takes very little convincing of the fact, probably the perfect customer. The second type of customer is what this e-book is all about, the kind of customer who thinks they might want to buy and needs convincing. The final type of customer or visitor is actually no customer at all and nothing you can do can entice them into purchasing your product or service.

Just remember if you do intend to use this concept of urgency try to avoid hype; you must come across with integrity.