A landing page is a website page with a specific purpose — the objective of a landing page is to convert visitors into leads. While there are many types of landing pages the intent is the same — get more leads.
Landing pages contain lead forms that ask visitors for their contact information in exchange for something of value, otherwise known as an offer.”
A caveman should be able to glance at it and immediately grunt back what you offer.
Donald Miller
So basically a landing page should be able to do the following 5 things
- Explain the value you provide (title)
- Explain how you’ll create it (subtitle)
- Let the user visualize it (visual)
- Make it believable (social proof)
- Make taking the next step easy (CTA)
Title
A vague or non-specific title is a missed opportunity. There are hundreds of ways to write a great title but in this blog, I’m going to explain the basics of my process.
When the product or service you are offering is unique, then you just have to explain what you or your company do. Do it as simply and clearly, as possible. In our example, Grammarly is a cloud-based writing assistant that reviews spelling, grammar, and punctuation and helps you write better content faster. So they went with the line “Great Writing, Simplified” which explains what Grammarly is all about.
But most products and services are not unique so we need to add something more to the title to make it stick. The easiest way to do this is by addressing your customer’s biggest objection and stating the value your product or service can provide to overcome it.
Subtitle
Title – The value your product or service will provide
Subtitle – Introduce your product and explain how it will create the value you stated in the title that it will create
The subtitle is where we can so specific. Introduce your product or service and explain how it provides the value that you’ve stated in the title. Try to not use industry jargon and make sure everyone can understand the applications of your product or service.
Visual
Portray your product in action. Show what it is and how it can provide the value we stated in the title and subtitle. When the value of the product or service is strong, you don’t need to spend time and money on fancy illustrations or animations. Get decent photographs of your product or shoot a video of how people can use your service.
Social Proof
Social Proof adds instant credibility to the value you’re promising. Show how many people are already using your product or service, share the reviews they gave, and show that you’re credible and trustworthy.
CTA
This might be the most essential part of the whole page. We’ve explained how our product or service adds value to the user and why they should use it. Now it’s time for them to try it.
The aim should be to fulfill the value your title promises. Buttons that emphasize value over action usually perform better.
Instead of just using words like Get Started or Start Free add a few more words to the CTA which help your target user overcome their objections.
If we do these 5 things right, we have built ourselves a solid Hero Section for our landing page. This will help us grab the attention of the user who landed on our page. But to earn the sale, we have a bit more work to do.
Here’s what we show and do right after the Hero Section of the landing page.
Features and Objections
Here we will explain our product or service in detail. Tell the user what it will do and what it won’t do and how
Take Riverside for example. Their title promises “podcasts that look and sound amazing”. Their first two features make this promise concrete.
The second thing you do is handle your customer’s biggest objections. This means talking to customers.
Group together reoccurring objections. Use their own words to handle them.
More social proof
People trust what they see and hear from your customers more than what you show and tell. Use existing customer stories to bring life to the value we promised.
FAQ
There are always going to be features and objections that we don’t wanna mention in the upper sections as they don’t fit in so neatly. So that’s where the FAQ section comes in. Frame those topics into questions and answers and we are good to go.
If you do all these steps properly, congratulations you’ve built yourself a solid landing page.
