A landing page is just a digital sales letter. Don’t overthink this.
Things a landing page is not—blog posts and web content.
Landing pages can be short or long—go as long as you need, because both work.
First of all, there is no perfect landing page.
What I mean is, not every business’ needs can be met optimally with a single landing page template, so you should never create a carbon copy of someone else’s page just because theirs works.
There are, however, some key features that make MOST landing pages resonate.
In this post we’ll tour through some of the keys to landing page greatness that you can and should steal for your future campaigns. It’s OK, you can have this one on the house.
Imagine your readers zooming down the highway. Your landing page is brief signpost on their long journey through the web, and it’s up to you to communicate as concisely as possible.
Clutter reduces the effectiveness of your landing page to near zero. Remember, there’s a reason so many landing page templates forgo sidebars and navigation—they’re meant to do a very specific job.
While you should avoid clutter, powerful visuals help drive your message home (when used strategically).
Remember, less is more. The more images you use, the less effective the page becomes as a whole.
This is really beating a dead horse, but your headline is ALWAYS the most important part of any piece of online content, landing pages included.
If your headline doesn’t absolutely KILL it, you’re wasting time writing the rest of the landing page. Seriously, nobody has time for bad, mediocre or even GOOD headlines because they just aren’t good enough.
Grab attention, deliver info about your project, be brief.
After your headline snares readers, your subheadline’s job is to seal the deal and get them to read the rest of your sales pitch.
Good subheadlines expand on the headline, focusing on a particular detail that resonates with your readers.
If the people visiting your landing page get confused and can’t find answers, they’re going to leave. If there’s anything unclear about your product or your offer, you need to figure out how to simplify that information so a vast majority of your audience can just keep on nodding all the way to the end.
Another dead horse that needs beating, but so many businesses STILL mess this up. List your product or service’s benefits in a way that really grabs hold of your readers.
People might not care that your new computer has a bajillion gigahertz processor, but some folks MIGHT care that the computer is strong enough to run video games from ten years in the future.
Likewise, it’s boring and unimpressive to say a car has a zillion horsepower. But it’s pretty damn cool to say that car is such a beast, it will make all of your neighbors and your ex-wife jealous. Get it?
Your landing page (if it’s like most landing pages) should have a logical flow, from the headline/subheadline, intro/product explanation, benefits/features, testimonials, and call to action.
There’s a reason most companies follow this model, and that’s because it works.
I’m not saying to make up or doctor testimonials. But whatever way you wind up with testimonials on your landing page, make sure they’re trustworthy. By trustworthy I mean link real names to real people, and make sure the testimonials fit perfectly with whatever you’re trying to sell and are VERY specific.
Your testimonials should sound like case studies of the same great stuff your product can do for your landing page readers.
If I told you that you could keep your house, or avoid losing your house to a meteor strike, which sounds better?
Both statements are basically the same, but the first one is more emotionally charged. We’d much rather avoid negative emotions than gain positive ones (although both persuasive techniques should be in your copy).
But don’t just talk about good and bad emotions. You must link YOUR product or service to avoiding the bad feels and getting the good ones.
Sounds so simple, and even unnecessary. But providing contact info is another way to imbue your landing page with an air of trust and authenticity, much like testimonials.
We’re much, much more likely to trust a company (that we might have just heard about) who can actually be reached if problems arise. That means a phone number, an address (not a PO box), an email address, and possibly even a chat option.
A guarantee is your final chance to really dispel the doubt around your product. If your landing page has done its job, by now readers who stuck around are either ready to buy or at least on the fence. Your guarantee is the gentle nudge those fence-sitters need to become buyers.
People hate parting with money, even for things we need. It’s always more fun to HAVE money than spend it, and buyers remorse is a real problem. Associating your product with trust and safety from the beginning to the end of the sales process wins more buyers and reduces returns later on.
Your CTA is like the headline for the end of your landing page. Without a solid CTA, you’ve just hyped up readers and given no release for their energy. Not cool.
Your CTA has to stand out from the rest of the page—it must unmistakably look and feel like the climax of an exciting movie, and compel your readers to take action. Fill out a form, give you a call, buy now, just do SOMETHING.
Make your CTA hit hard. Besides your headline, this is the most important piece of copy on the whole page.
If your landing page uses a form, make sure that form has as few fields as possible. While it’s important to collect data for many types of landing pages, people get overwhelmed when they see a dozen boxes. Think about which information is vital for your business, and cut the rest.
Building landing forms is tricky business, especially considering all the variables at work with your particular offer. But using these tips, you should be able to get a decent head start on the competition.
Get out there and land the big one.
I'm Nick and I have a uncanny obsession with words. I live, breath, and even eat (alphabet cereal) words all day, everyday. You should definitely subscribe because we're going to put out some of the most insightful marketing content you'll ever come across.
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