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.
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.
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!
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.
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:
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!
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:
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.
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:
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:
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.
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:
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:
The Listings Lab have got the “Like Pleasure” rule down to a T.
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.
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.
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:
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!
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