Landing pages are powerful tools for driving more traffic to your site and turning site visitors into paying customers. To do that, your landing page should have the following information for your site visitors: 1) What can you do for me? 2) Why should I care? 3) Can you show me or tell me more? 4) How can I be sure? 5) What about my objections? 6) What do you want me to do exactly? and 7) Footer.
Your landing page is a one-page website. It is essentially a key part of sites that are specifically developed to increase overall traffic, sales, and conversion rate. Information in your landing page is written in such a way it convinces people to take the next step in their purchasing process, from being potential customers to being paying clients. If you're trying to drive more traffic to your website using landing pages and want them to work their magic, here are some questions you can use as a guide in creating the outline of your landing page.
What can you do for me?
This should be the first thing the user sees, and the first thing they see on your landing page should be a clear, concise statement of how you can help them. If you're offering a product or service, the statement should be about what users will get when they buy from you. If you're offering information, it should address why the user should care and what that information will do for them. You need to give them that information immediately: if you don't, they're likely to click away and forget about your landing page.
You might also consider creating a hierarchy of information to present on your landing page—if you have different products that serve different purposes, make it clear which ones are best for your reader.
Why should I care?
The goal is to make them want to buy from you—and you do that by writing the main benefit of your company's product/service. A benefit statement explains why people should care about using your product/service or visiting your website. What's the main benefit of your product? Why should someone care? Explain how your product will help them overcome a problem or fill a void in their lives and make their lives easier or more fulfilling.
Also focus on simplicity: one thing that's going to stop the user from converting is feeling overwhelmed. Make sure they understand what they gain by using your product or service. Careful not to be too pushy though- instead of telling them exactly why they should buy from you, tell them what problems your product or service can fix for them by citing specific benefits.
Can you show me or tell me more?
A large percentage of readers will want more details. This is where your Unique Selling Proposition (USP) comes in. A Unique Selling Proposition is a statement that addresses what makes your product or service different from—or better than—the competition. It does not have to be a long paragraph- think of it like an elevator pitch of your company's concept. You can present it in one simple sentence, but it must be unique to you, and it must apply to your target audience.
Second, make the users understand how you are going to fulfill your promise by explaining your product/services thoroughly. You can use images, graphs, bullet points, videos, or additional paragraphs to describe your offer in detail.
How can I be sure?
Think of this section as the one that answers your potential customer's burning question: "How can I be sure that I'm making the right decision?" You want to make sure they're convinced they're in good hands, so include trust signals that are designed to instill confidence in your services. Examples of these are testimonials, social proofs, emotional persuasion, and the like.
A customer also wants to know whether your product or service fits their needs, so don't be afraid to use data and statistics in your landing page. If you have any research results or third-party information that backs up your claims, include them on this page. Finally, it's a good idea to include additional information (picture, job title, company/affiliation, etc.) about the people who gave the feedback to make it more trustworthy.
What about my objections?
It's easy to get caught up in the excitement of your idea, but potential customers will, of course, have some doubts about your concept/offer. That's totally natural—you're asking them to take a leap of faith on you and your product, after all. People will have all kinds of objections to your idea, or they might not be sure that what you're offering is actually worth it. You can address these concerns by introducing a section with frequently asked questions (FAQs).
In your FAQs, you can address those concerns by listing out some of the questions your customers might have, and then giving succinct, direct answers to each one. Identifying why someone would not want to use the platform is key. Just be straightforward and honest about your responses.
What do you want me to do exactly?
This is the most important element of all. Without it, you won't make a conversion. In this section, your goal is to prepare them to press the "purchase" button and make it appear more prominent. After reading and learning more about you and your product, they will be looking for something. What do you want them to do? There should be no confusion once they reach your site: Ensure that your call-to-action button is prominent so that they know exactly what you would like them to do once they've finished reading the page. Make sure that the CTA button stands out from the rest of the page so that visitors don't miss it when first scanning through their options.
You can also make your call to action using one-liners such as "Buy Now,” "Free Trial,” and "Subscribe Here.” Make it simple, straightforward, and easy to perform.
Your footer is the last stop for your users on their journey to convert, and it's your chance to give them a lasting impression of your site. It's also where you'll want to convey all the other elements that will help convince your visitor to give you their email address or phone number or maybe even just their time and attention.
Your footer can contain a few essential pieces of information, such as a brief site map reflecting where they are now and how they got there, contact information as a way to get in touch, social media links for easy ways of connecting via social media, and newsletter signups for subscriptions about the company's latest updates, policy, terms, and the like.
Understanding what a landing page is and how it can help you accomplish your marketing goals is only the start of the process. Hopefully, this article has given you some insights on how to create a landing page that will effectively drive more traffic to your site and convert your site visitors into paying customers.
Now, as you build your own landing page, take the time to consider each tip—and fill in any gaps, as necessary. Remember to tick each item in this checklist as you go along perfecting your effective landing page:
- Company information
- Benefit statement
- Product Offers
- Trust signals
- FAQs Section
- Call-to-action button
- Newsletter/ Contact information