Disclaimer: I recently attended a webinar by our good friend Tyler at Analytive. I thought the information was so good, I had to share it with you. Below are my own notes from his presentation.
It doesn’t matter how much traffic you get to your site if you can’t get them to complete your funnel. It may be purchasing a product, signing up for your newsletter, or filling out a lead form.
Let’s go over the 101 of setting up a landing page that converts. Follow the formula and you’ll be farther ahead than most.
The first headline on the page should be short and simple. It should highlight the value that you provide. Focus on the outcome or benefit to the customer, not what you do.
Example: Have more time for the ones you love.
Use the subtitle to show how you will help create that value you just described. Think about what pain you help them resolve.
Example: Our professional cleaning services get your home sparkly clean without all the work.
3. Call to Action
You must direct the user where you want them to go, or what you want them to do. The CTA must be direct and clear. Have no more than 1 or 2 per page to cut down on decision fatigue. It could be a button, a form, or a phone number to call.
Example: Get a Free Quote
You’ll notice we have yet to really talk about our product or service. Now is your chance.
You want to spell out your features in a clear and concise fashion that allows the user to easily scan through them. Don’t just write a list with 1 to 2 words per bullet.
Use the formula Feature + Benefit + Meaning to write compelling bullets that provide a lot of helpful information. Think “Feature – so that – which means”.
Example: Our Spring Cleaning is a complete top to bottom cleaning so that every part of your home gets personal attention, which means your home will be cleanest it has ever been.
5. Credibility and Proof
The goal of this section of your landing page is to get them to trust you. They don’t know you yet, so any relation you can show to brands they trust will create a connection to your brand as well.
Borrow brand trust by including things such as client logos and testimonials. You can also include industry metrics and case studies in this section.
Examples: Logos from your top 3-5 most well known customers. A testimonial from a customer that explains their problem and how you helped them solve it.
6. Founder’s Note
This can add a nice personal touch that shows there are real people behind the company. People like to see the people and the story behind the curtain.
7. Final CTA
Reiterate your initial call to action. Don’t make them go searching for it. Again, you want it to be very clear what action you want them to take.
This final section can be a great way to overcome any objections that the user may have about your product or service. Think about any objections you have heard during your previous sales calls or emails. In a question/response format, show how you understand their needs.
Following this formula is a great way to create a compelling landing page that converts. Keep it simple, make your call to action clear, and watch your conversion rates improve over time.