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Let’s jump right into a scenario:
You need a landing page! A good one! But where to start? What would even needs to be on there to make it an effective—
But what is a landing page? Perhaps a definition would be a good starter to this post, in case you aren’t quite sure what it is despite how much of a cliched introduction it is to a blog post (I’m not an AI, pinky swear).
Google defines a landing page as:
a web page which serves as the entry point for a website or a particular section of a website.
which is a bit unhelpful and vague, but not wrong.
To make a long story short, a landing page is typically the page (somewhat separate from the rest of your website) where a visitor lands after you hand them the link to your landing page. The landing page is created with a specific goal, such as signing up for a webinar, buying a product, or joining your club.
Sure, you could just use a regular old page, but the point of this is that this is a page, specialised exactly for this one purpose and created to convert visitors into clients as best as possible.
While the idea generally is for your website as a whole to convert visitors into customers, a landing page is where you narrow that focus down to a specific product or campaign.
So what should you include on your landing page? Of course, as a basis you would have an explanation of your product as well as a way to sign up but what can you do to elevate your page to something that really converts?
Here are six things you could get started with:
Imagine you are a brand designer, offering a week-long course teaching people to create their brand identity and are setting up a landing page for the course.
First of all, you’re going to have your hero section (the top section of a page) in which you quickly summarize your thing and attempt to draw people’s attention further. Usually, people will use this section to quickly judge whether the rest of the page is worth their time and attention.
Optimally, you’ll use engaging text that aligns well with your core audience.
For example, your title could be this:
Elevate Your Business To New Heights
I am a branding expert with years of experience and in this short course, I will teach you how to create your brand in a week.
Or, you could make it slightly better like this:
Create A Consistent Brand That You LOVE!
In a short, week-long course, learn how to create your brand identity from SCRATCH, passing along years of experience as a brand designer!
Make it clear exactly what you’re offering and present it in a way that appeals to your audience. Hype it up a bit!
Focus on what problems you are solving for your clients, not what you are actually offering. Following along with the branding course example - yes, you are offering a course about building a brand but why would someone need this? What problems would it solve for them?
Here are some problems they might be having, that would drive them to want to learn how to build a brand:
Find the problem your audience has that you are setting out to solve and capitalize on it. Build your text around this point and how you are solving it. No one wants a course just for the sake of it; they want it to learn how to solve their problem and fill a gap in their knowledge. Write your text, so it reflects that.
Another example is starting to just list the features of your product. Try listing the benefits instead and in what ways your product / service will help your clients.
Include lots of opportunities to actually sign up / buy your thing! This kind of seems like a no-brainer, but are you really making it as good as you can be and putting it as many places as you can without it being unreasonable?
I’ve been writing posts left and right about this one (I wrote one post yesterday) because it is a really cool thing.
I frequently base my purchasing decisions on client reviews. I am not even ashamed to say because… well, this is one of my top ways of ascertaining something’s true value/
If I find some shorts that look good but are not receiving good comments in the reviews? I probably won't be getting them.
If I see a book that looks a bit meh but the reviews are proclaiming it to be the best thing since sliced bread? Well okay then. I will certainly investigate more.
Have a nice factual titbit as well:
According to a study¹, having customer reviews on your website can increase client conversion as much as 20%.
Use client reviews!
Don’t make it ugly. Sure, you might think dark mauve and murky brown is the best color combination in the world but does everyone else? Take a step back and ask for others’ feedback and what they think. Is it aesthetically pleasing? Does it look good?
In all truthfulness, the design doesn’t matter as much as the content but the more your page looks good and professional, the more people will think you are good and professional and be inclined to trust you.
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