Your landing page must give people what they want. “But how do I do that?” you might be screaming. Don’t worry, I’m going to strip away all the mystery and make it easy to follow.
Are you ready? Let’s go.
So, What Is a Landing Page?
Your business has goals, correct? The goal of your landing page should be to boost conversion rates so you can meet your goals.
This can be your homepage, a standalone page or a different page on your site. It doesn’t matter.
Now, don’t get confused between a landing page and a homepage.
A homepage is typically found through social media or word-of-mouth spreading. A landing page is found organically through keyword searches. See the difference?
In short: a homepage is a gateway, a landing page is a conversion tool.
Benefits of a Great Landing Page
Any reputable web development service will strongly encourage the creation and use of landing pages.
A great landing page does more than just increase conversions. I’ll tell you a bit more about this now (before I forget).
As I said earlier, landing pages are a conversion tool. So, they are created to hit a certain set of search terms (or keywords). They’re also promoted using Adwords sometimes or other paid services.
Whatever the method, they move you up the search rankings. What does this mean? More eyes on your product, promotion or sale!
Streamlining the Buying/Subbing Process
Landing pages (well, a high-converting one), are portals to get your visitors through the sales funnel quickly and easily. You don’t want your CTA smack bang in the middle of your homepage, or on a blog article. Instead, your visitors should find it sitting pretty on your landing page so they can go on to sub or buy.
Promoting an Upcoming Sale/Product Line
Focusing on a single promotion, sale or product is the job your landing page. It exists to get the singular message out there. Why bother? Let me tell you:
- Gives you the chance to track the success of a specific set of keywords, goal or product
- Allows you to put one sales goal in the foreground
The Real Truth
Before I jump into divulging copywriters’ secrets, I’ll point out that there aren’t any set in stone rules regarding the making of a 5-star landing page.
They truly are as different as our fingerprints. All of them have different target markets, products, services, niche, call to action and motive.
Despite this, some elements stay constant (9, to be exact). The following is what copywriters don’t want you to know. But, I’m going to tell you.
Juicy bits, here we come!
What Copywriters Don’t Tell You: 9 Elements for a Killer Landing Page
1. Attention-Grabbing Headline
The headline is where the journey starts. It’s the factor that decides whether or not a visitor stays. Yup, it’s that important.
Here’s what it needs to do:
- Grab attention
- Tell visitors what your product/service is about
- Short (20 words max, 10 is preferable)
Having said this, if you’ve got an image that explains your deal, you can take out a lot of copy detail. Just a lil tip.
So, you’ve got the basics down. Now, I’ll show you some examples of this in action.
2. Don’t Forget Subheads
Subheadline is next.
As they say: come for the beauty, stay for the brains. It’s the same concept here. If your headline gets them interested, your subheadline should be powerful enough for them to stay.
Here’s what to do:
- Position directly under the headline
- Be persuasive
- Go into more detail and depth
3. Imagery Will Get You Far
The brain processes images considerably faster than text. Visitors will be immediately impacted by pictures on your landing page.
So, remember: your pictures should be:
- High-quality (never stock images)
4. Explain Yourself
Be exceptionally clear about what you’re offering. If visitors don’t understand, they’re gone. Straightforward explanations are the way to go.
Keep in mind that it should be benefit-oriented. Yes, they are functional but always in favour of your potential customer.
One other thing: do not think about this as a separate element. Incorporating it into your subheadline is best practice.
5. Like Pain
Vague, huh? That’s the point.
The concept of pain leaves room for conjecture and interpretation.
Humans want to steer clear of pain. Your product can help them relieve pain in one way or another.
Prompting someone to think about their pain will cause them to want relief. Therefore, more likely to buy.
So, how do you do it? Here’s how:
- State what they’ll lose, not just their gain. Loss aversion is real, people
- Reference pain in testimonials
- Ensure you relieve the pain
6. Like Pleasure
Humans are hard-wired to avoid pain but they’re also hard-wired to seek pleasure. Gaining pleasure, in whatever form, is something that people find hard to pass up.
To implement this successfully, you can either:
- Display how your product gives the user pleasure
- Display how your product will fulfil an emotion (i.e. that it isn’t just functional)
The Listings Lab have got the “Like Pleasure” rule down to a T.
7. Contact is Key
Your business is genuine, right?
Make. It. Clear.
The most persuasive landing pages have contact details. A phone number, email address, contact form and a postal address are necessary to boost conversions and incite trust.
Some go a step further by using popups to ask if you need any help. This might not be for you, but it packs a punch with your visitors.
8. Everyone Loves a Guarantee
Guarantees help your customers to feel secure, reassured and safe while viewing your landing page.
Trust me, you need this.
It’s like the pain thing again — if people feel unsafe, they run. That’s the hard truth.
So, regardless of the form, put a guarantee on your landing page. Preferably, by your CTA.
9. Powerfully Call
You guessed it: the call to action. By far, the most important element.
Ultimately, it’s what converts your visitors so, keep the following in mind:
- Make it big
- Make it compelling
- Use a button
- Use contrasting colours
- Brownie points for eye-drawing CTA graphics (crazyegg is the best at this)
A high-performing landing page is the place where all your hard work pays off. Visitors click, they buy and you earn more revenue.
Don’t worry, it’s not rocket science!