Landing pages are an essential tool when it comes to your marketing campaign. But what makes a good landing page that increases conversion rates?
First, let’s take a look at what a landing page is.
What is a landing page?
In Marketing terms, a landing page is a single web page with the purpose of marketing your specific product or service and increase your conversion rate.
The landing page is where your viewer’s “land” when they click on any of your ads (like Google ads or Facebook ads for example).
The goal is to get your potential customer to take action on your offer and either become a lead OR buy your product or service.
The anatomy of a great landing page
Now that we know what a landing page is, how can we use it to generate leads for us effectively?
Here’s how it works.
1. Have a headline that grabs your reader’s attention
Your headline is the most critical part of the entire landing page. Why?
Because that’s where 90% or more of your advertising money is spent.
If someone lands on your web page and you can’t hook them in the first few seconds, you’re done. If you can’t explain very quickly what’s in it for them, they will leave.
So for that reason, you want to have a strong, benefit-driven headline that promises amazing content and draws people to read more about your offer.
2. Always have an offer
This might seem obvious, but if you have nothing to offer, then there’s no point in having a landing page in the first place.
You want to have an irresistible offer that your viewers can’t refuse. What does that look like?
It could be in the form of an e-book, a guide, a strategy, the product itself or a coupon for a service you offer.
The bottom line is this: As long as it has value and you’re helping people, people will give you their contact information (become a lead), or they’ll buy from you.
3. Add a high-quality image or video
Always make sure that your photos relate to what you’re talking about. You may also want to avoid using stock imagery. Stock photos aren’t real, and people know it.
Not only that but the fact that they’re “commercial” like in nature causes people to have a hard time relating to what it is you’re talking about.
4. Add great copy
“What’s in it for me?”
If you can answer this, you can make money.
Copywriting is essentially salesmanship in print. At the heart of every great copywriter are qualities like empathy and understanding.
To understand your target market, you must ask yourself:
What are their wants and needs?
What are their fears and frustrations?
What brings them joy and pleasure in their life? What brings them pain?
What will happen if they purchase my product or if they download my free e-book? How will their lives change?
If you can put yourself in their shoes and truly understand how they feel, it becomes much easier to sell them the value of what you have to offer and how it will help increase that person’s quality of life.
5. Social Proof (Testimonials, case studies, reviews, etc.)
What someone says about you is a thousand times more valuable than what you have to say about yourself.
Make sure you add in strong testimonials and get rid of the weak ones. This is the easiest way to sell what you have to offer.
6. Call to Action (CTA)
The call to action is a simple but effective tool you add to your copy to get your potential customer to take action.
It can be as simple as “Call now” or “Click here for your FREE review!”. The important thing is that you use it. If you don’t, your number will drop drastically.
Don’t forget to add in an “I’ve got to grab it now!” sense of urgency to your copy. Urgency is one of the most powerful motivators in getting people to take action right away.
7. Complete risk reversal
The final step is to completely remove the fear that is stopping your potential customer from taking action (Don’t apply this to things that are free of course).
If you’re offering massive value, you show social proof, add in bonuses (optional), have a sense of urgency (scarcity), and there’s no risk, you make it much easier for that person to buy.
It’s a no-brainer in their mind.
3 Common Landing Page Mistakes
1. Weak Headline
Nothing is worse than a weak headline. Why? Because that’s where most of your money is.
Many people won’t bother to stay on your page if your headline doesn’t speak to them. Your headline has to drop a hook, sink down and reach them at an emotional level.
Then and only then will you get people’s attention and wonder what you have to offer them.
2. Not properly explaining what you offer
When someone lands on your web page, they need to understand within the first few seconds what it is you have to offer.
If it’s too complicated and your offer isn’t clear, you’re done. People will click off the page, and your conversion rates will plummet.
Always make sure that your offer is clear and that your reader understands precisely what problem you can solve for them. Keep it simple.
3. Uninspiring Call to Action
Many reasons make a call to action undesirable. Here are a few things to consider.
Is it direct? Does it provide clear instruction and tell people what to do? There’s a big difference between “Click here” and “Click here to transform your body within the next 60 days!”
One is boring, and the other inspires action.
Always give clear instructions and tell your viewers exactly what you want them to do.
The button for your CTA is important as well. Make sure that it’s not too small and it’s easy to read.
You want to be careful whom you’re marketing to as well. If you’re offering a martial arts program that teaches men to “Destroy their enemy in combat,” don’t add a purple color to your CTA button.
4. Bonus: Don’t use weak testimonials
You know the one I’m talking about. That one guy who wrote “Great job.” Don’t use it. It’s weak, and you know it.
When using testimonials, make sure you only use persuasive one’s that explain why you’re the best company to choose for the job.
Tip: If you’re a service based business, politely ask your customer if they can fill out a quick form and review how well you performed, what they enjoyed and if they would recommend you to their friends, family.
Make sure you offer an incentive and remember…
When you say it, it’s marketing. When others say it, it’s social proof.
I hope you’ve found these tips useful and that they support you in creating the best landing page possible. Apply these tools, and I promise you will start to see a difference in your conversion rates.
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