How to Write a Landing Page That Converts
Writing copy for a landing page can be tough. You’re confident in what you’re offering, but just need to find the right words. What makes it even harder is the fact that you’re likely going to be picky about it because it’s not merely information, but this is the part where the rubber hits the road. The goal is to get visitors to take action, click on the button and get them to buy. So you gotta be good – especially with so many others out there.
While there is a straight forward process to making a great landing page, it takes some thought, some planning, and a little creativity. Sure, you can grab a template and fill in the blanks, but the hard part of course is to figure out what to put in those spaces.
Understand Your Customers
Before you put fingers to keyboard, the most important part of creating a landing page that converts is understanding your audience. Do you know what they’re hungry for? Do you know what problem you’re addressing? I would suspect that most of you do to some degree, but the more you know the easier it becomes to create a quality landing page.
I encourage you to give some more thought to your target audience. Targeting personal coaches is better than small business owners, but it would much better to target personal coaches that are having problems finding quality clients that are committed to their program, and who charge less than $100 per hour.
You’ll notice that I included the problem directly in my target market. You can define your audience based on geography, income or a myriad of other factors. Creating a sales funnel and using a landing page is nothing more than a filtering process to attract your target audience. The better you’re able to define your dream client, the easier it will be to create a system to attract them to you.
What’s Your Goal?
Remember that a landing page has a singular goal in mind. It could be to contact you through a form, have the visitor pick up the phone and call you, or it could be to sign up for something. Whatever the goal it needs to be clear as any and all calls to action need to be pointing to that singular goal. Buttons can have different names like, “Lets’ Talk” or “Call Now” but they all need to be pointing/doing the same thing.
Start With a Headline
I know it seems obvious, but it needs to be stated. Also known as a value proposition, the headline should grab the readers attention and want them to read more. In short, create interest and curiosity.
Using the Personal Coach example, the headline could be pretty obvious. There are a couple different options, and you could do some A/B testing on them to see what works best.
“Personal Coaches: Learn How to Find Your Dream Clients”
“Learn How to Increase Your Fees and Get Better Clients”
Benefits Come First
I’m sure you’re familiar with stating the benefits and features of a product or service. In planning out your content, always state the benefits first. The exception to this rule is if you have a product that tends to be more of a commodity and what sets you apart are the features. Are they benefits as well? Can you turn them into benefits? List them out.
Your benefits can be in bullet point form. If you only have a few, they could be highlighted in individual boxes in up to 4 columns across the page. They could be listed on the right or left side of an image or call to action. The benefits may require more explanation in which case, you may use sub-headings and write a paragraph or two for each section. This now starts to become what’s known as a long-form sales copy page.
What Do Prospects Need to Know?
It’s important to make sure that the visitor has all the information they need to make a decision, but what’s not important is to include everything and the kitchen sink to boot. Find the balance between needed information and overloading the prospect. If too much is given, things can become quickly confusing and then they just click away.
The goal is to generate enough interest and credibility to get the visitor to take the desired action. The common things to include are the standard, When, Where, How, What, Who, Why, and How Much. Let me break this down for you with quick examples:
When is the event
Where is the event
How will this benefit me
What is the event
Who is at the event
Why should I attend
How Much does it cost
How to Make Your Page Stronger
For some it’s a no brainer, but it is important for credibility and makes it easier for visitors to relate. The other great thing that make testimonials so powerful is the ‘I want that’ effect. When a person sees the results or successes of another that they can relate to it creates a sense of want form the visitor.
We know video is a big thing these days, and a great way to make a bigger impact on your page. But a video is not always a necessity. A video is a great idea when you have an event where your speaking or training. It allows the visitor to get more of a sense about you and have an opportunity to connect.
The other reason to use video is when you have a membership or software that requires a demonstration. I can’t tell you how many times as a web designer have I clicked away from a page about a piece of software that looked good because there was no video to give me an idea about how it looked or how it worked.
While in many cases this may not be pertinent on many landing pages, but depending on what you’re promoting, using a guarantee of some kind is a powerful thing. I understand that many may be shy about offering one, but it’s about calculating averages. If someone isn’t happy with a product, there’s typically a small percentage of people who will actually take the time and effort to put in a request to claim it.
There’s a strategy in how you write it. A guarantee needs to create a sense of safety which in turn creates value. Do some research and come up with how you can offer a guarantee that suites your business while providing tremendous value to your prospects.
We’ve all run into a ton of landing pages on a daily basis, but have you ever stopped to look at the kind of content they’re using? Looking at how it’s laid out? I encourage you next time you see an ad on Facebook that grabs your attention to click on it, and examine it with different eyes. As you begin to see the nuances you’ll get a better understanding of how landing pages are constructed and become better at creating landing pages that convert for yourself.
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Randy Dueck | Founder Street Smart Creative