The first thing you must consider when building out a landing page is;
- What is the customer thinking?
- What are they looking for?
- What questions need answering?
- What doubts needs snuffing out?
Examples of this include (and in an approximated order):
- What is this? (What exactly are they selling – does it relate to the problem i’m looking to solve?)
- Who is this? (Should I trust them? Are they legitimate?)
- Why this? (Why should I choose this particular product? Does it solve my problem effectively? Is it the best value?)
- Why them? (Why should I buy this product/service from them? What do they offer that others don’t?)
The above lists out all the obvious ones that pretty much every consumer in every vertical will be considering, regardless of whether it’s consciously or sub-consciously.
Products or services that command a higher ticket price will have the consumer looking for more answers to more questions, so the higher the price the more text you will need in your landing page.
At a bare minimum, address the above 4 points (what is this, who is this.. etc).
If you can, it would be good to really sit down and consider what your particular consumer might be thinking, just for example this might be “is this person actually qualified?” if you were an electrician.
- Address the paint point, this will be your hero title. This should immediately show that you are going to fix or address the problem they are looking to solve.
- The subtitle will explain concisely how you are going to solve this problem. *In both the hero title and subtitle try to evoke emotion.
- Make sure you have your strong call to action immediately visible. Use powerful language that encourages them to take action.
- Unique value proposition (Describe WHO you are and why YOUR product).
- Identify all the benefits your product/service offers
- Describe what makes these benefits valuable
- Identify the customer’s main problem
- Connect this value to your customer’s problem
- Differentiate yourself as the preferred provider of this product/service.
- This can be in the format of a heading, subheading, bullet points and imagery.
- Social Proof (Build authority and show you are a trusted source)
- Case studies
- Guarantee (Limit any concerns or doubts they may have)
- If you have a product offer a warranty period
- Guarantee the lifetime of the product
- If you have a service offer a bare minimum result
- Money back if x milestone is not achieved
- Value Stacking (Really drive your solution home as THE best option)
- Simply list (or re-list) all the benefits of your offer
- Saves x dollars
- Produces x result
- Solves x and y problem
- Make you feel x way
- Make An Offer (Close the deal with even more of a reason to act, even better, to act quickly.)
- Buy x get x free
- Throw in a freebie
- Place the call to action again with highly emotive language
- By now they’re ready to buy, put it in front of them.
I’ve listed the above in order that I figured the customer’s thought process might move through, but it would vary by industry.
Aim to address the most prominent concerns first.
In almost all circumstances though you will have to be laying down your value proposition, further notes on that below.
Something About Pain
- Mention what someone will lose, not just what they will gain. According to the theory of loss aversion, we are more likely to anticipate the pain of losing something than we are to feel the pleasure of gaining something of equal value. In other words, it feels good to get $50, but the pain that we feel from losing $50 is twice as intense as the pleasure we received from gaining the same sum.
- Consider implementing pain references in your testimonials, as well as in the remainder of the copy. Since pain is a powerful human element, real human testimonials are often very effective at conveying this pain in a trustworthy way.
Something About Pleasure
- Be sure to relieve the pain. Your product or service is provided as an antidote to the pain. Don’t present a problem without providing a solution!
- Guarantees can take many forms. Choose a type of guarantee that works for your business type, and state this guarantee on your landing page.
- In the absence of any explicit product guarantee (e.g., satisfaction, money back, etc.), you can provide a different type of guarantee: e.g., “100% No Spam Guarantee.”
- Position your guarantee statement close to the CTA. This proximity will help the potential customer receive a final bit of assurance, and be ready to convert.
A few notes about the CTA
- Make it big. Generally speaking, the bigger, the better.
- Make your copy compelling. The actual CTA copy is the most significant copy on your entire landing page. Don’t use the word “submit.” Instead, use something explosive, exciting, and persuasive.
- Use a button. People have been trained to expect the CTA to be a button. Do not attempt to force back years of expectation by using something other than a button. Stick with the tried and true. People know what to do when they see a button.
Here’s what to keep in mind as you establish yours:
- One of the best ways to advance your value proposition is through a list of benefits. Many high converting landing pages use an unadorned bullet point list to explain the benefits of their product or service.
- Benefits should be clearly focused on the potential customer. It’s easy to drift off the mark with benefits and start talking about yourself as a company. Don’t do this! Instead, always think about the potential customer and how he or she will benefit.
If you’ve ever read Dr Robert Cialdini’s book Influence then these will be familiar to you. If you have not, I would recommend it but you can get the basic idea here. They are effective persuasion techniques based on human psychology.
- Reciprocity – Basically people feel compelled to give back to you if you give to them. If you can, offer them something for free expecting nothing in return.
- Liking – People prefer to say yes to those that they like.
- Scarcity – Simply put, people want more of the things they can’t have or have less of. Time pressure can also be a great contributor toward this factor.
- Authority – Fairly self explanatory, build yourself as an authoritative figure. This can be done through demonstration of knowledge or examples of results or clients.
- Consistency – People will be consistent with their beliefs of things they have said or done in the past. If you can get someone to make a micro-commitment then you may able to keep helping them along the same line.
- Consensus – When people are uncertain, they will look to the behaviour or actions of others to confirm their own actions.
- The main headline
- A supporting headline
- A reinforcement statement
- A closing argument
- The benefits of your offering
- A bullet point list summary of benefits
- Benefit and features in detail