Landing pages are destination pages that give businesses a chance to capture leads and find new customers. But not all pages are created equal, with some effectively luring buyers and others pushing them away.
So, how do you make sure your landing pages land effectively? Consider including the following:
The Who, What, and Why
The first part of your landing page should get directly to the point, telling the consumer who you are, what you do, and why they need your product or service. Make sure to use headlines, subheadlines, bullet points, images, and the all-important call to action button.
In regards to the latter, refrain from generic phrases like “learn more” and opt for those that tell users exactly what to expect (such as “take a tour” or “sign up for a free trial”).
A Solution
The next portion of your landing page should involve offering a solution to the user’s problem. For example, if you own a carpet cleaning company, present the problem in a way users can relate (“Is your carpet full of grime and gunk?”) and then present your solution (“We help old carpet look new again!”). Don’t be afraid to empathize with the emotions of your target audience, tapping into a parent’s desire for a healthy home and carpet that is germ-free.
Follow this by clearly and succinctly listing out the options they can choose from.
Why You’re Different
No matter what type of company you have, you’re likely not the only game in town. If you own a coffee shop, for instance, there are probably a dozen others within five miles of you. Thus, it’s up to you to tell customers what makes you different and why they should choose you over your competition.
Testimonials
Testimonials are an incredibly important aspect of any marketing plan and should be featured on your landing page. Simply put, they give customers a chance to hear how awesome you are.
Specific Features
While you’ve already touched on the services or products you offer near the top of the landing page, explain your features in more detail as you venture toward the bottom. List these features in an easily digestible format so that people can quickly grasp how your product or service benefits them.
The Deal Sealer
Once you’ve listed your features in detail, go back to emotions and tell the consumer once more why they should use your product or service and the risk of not using it. You might also consider listing a short FAQ of common questions (even if you have a more extensive FAQ elsewhere on your website). The more information you give a consumer upfront, the better equipped they are to make a decision.
Need some guidance on landing pages or anything else? Give us a shout and we’ll be happy to help.