8 Keys To Creating A Great Landing Page
Anyone who has tried to sell a product or service online has been there. You have a product that could bring in a ton of revenue, and yet no one knows it exists. You might now have budget for things like:
- Search engine Optimization (SEO)
- Hiring a marketing department
So , as a small business without a ton of resources, what can be done?
The solution: Create a great landing page (or multiple, as will be discussed).
The question: What makes a landing page “GREAT”? There are several components.
However, let’s first talk about what a “landing page” is. In essence it is a standalone web page with one purpose: to introduce your product/service and convert to a sale. Typically, these pages are distinct from your website, and lack the links from one to the other. This enables you to focus solely on selling the product, and knowing the viewer will not be distracted by other “clutter”, such as blog entries, other products, and staff biographies. Now back to those components:
1. An attention grabbing headline:
Think of it as a newspaper. The headline in big print on page one should immediately grab your attention. These headlines are short and sweet, yet informative. If you can condense your product to 10-20 words, you’re golden.
2. A supporting sub headline:
Moving media from print to the news broadcast, what do you picture? “Riots erupt throughout the city! Details during the 6 PM newscast”. “Riots erupt throughout the city” grabs your attention immediately (headline). “Details during the 6 PM newscast” is your sub headline. The former grabs your attention, while the latter makes you want to stay and get more information. This is the true purpose of the sub headline: It leaves you wanting more.
3. Relevant attention grabbing images:
Remember the old adage “a picture is worth 1,000 words”. Keeping in mind that you are taking a minimalist approach with your landing page, let images, with vivid captions, tell your story.
4. An explanation of your product:
Although images are important, you cannot rely purely on pretty pictures to tell the whole story. The explanation provides further evidence for your headline and sub headline. You are building a case to the customer for why they need your product, so ensure that each element builds upon one another.
5. A value proposition:
You have now explained what your product is. The question is, what value can the customer derive from it? This is where you explain the value of your product or service. Think of it this way. You explained the “What?”. Now you have to sell the “Why?”.
6. Pain analysis:
This does not mean you are discussing the difficulties of your product, but rather show them what would happen if they did not purchase it.
For example, one of my customers documented the increased hiring costs of replacing bad employees that did not meet customer’s expectations. This is the pain her survey tool solved. Once again, you’re giving a business reason to make the investment.
Testimonials serve two purposes.
First of all they provide real examples from actual customers who have used your product or service. Instead of stating “9 out of 10 dentists use this toothbrush”, you can relate to actual named individuals.
A brief quote with their picture, company name, and title can serve several purposes:
- You can validate your product.
- Provide the customers with a plug for their company.
- Further establish mutually beneficial business relationships.
8. Contact methods:
Remember, that you have severed the landing page from your organization’s website, so don’t forget a means to make contact. Provide as much information as possible including name, email address, phone number, and website URL. If they are making the effort to move from the landing page to the corporate site, then you have significantly improved your chances of converting a sale.
Once again, you are telling a story with a beginning (grab their attention), middle (sell, sell, sell the product/service), and end (contact me for more information). Following these steps, or working with a designer to do so, can yield improved conversions.