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Landing pages are so sexy to me. You may not think so, but I do!
You want to know why?
Well, let’s look at this simple formula:
Killer Landing Page = Higher Conversions = More Sales = More Money For YOU!
Now that you understand why a great landing page is so attractive and crucial to your business’ success, it’s time to talk about how to create a marketable page.
Headline – Headline – Headline
I cannot stress this enough. It is crucial you create an eye-catching headline to capture your audiences attention right away. The key to writing a compelling headline that pushes your reader to continue exploring the landing page is it must do the following:
1. Explain what, how, and when while still sparking your audiences curiosity.
2. Use a trigger word that sparks a readers emotions such as:
3. Give your reader a promise of what a reader will achieve. For example, if you have a product that will help someone garden faster in 30-minutes of less, then add that in the headline! Let them know what they will get when they read on or follow your call-to-action.
The Unique Selling Proposition (USP)
The starting point of a marketing campaign often revolves around defining how your product or service is different from the rest. Often, this has already been established at a higher brand level, and you just need to re-iterate it in a crisp way on your landing page. If your business does not have a Unique Selling Point, then I recommend you determine this first before you create your landing page. Break down what you’re offering to its most basic level and describe the benefit your customers get when they choose your product or service.
A classic example of an awesome Unique Selling Point is Walmart. They guarantee to always have the lowest prices. If you can prove that a competitor has a lower price, they will match that price to ensure they get your business.
A well crafted USP sets clear expectations for your customers and allows them to understand why they should do business with you.
On your landing page, the USP should be delivered using a combination of the headline and subheadline.
After you created an effective headline and gained the attention of your customer, now you have to tell them the benefits of your product or service. Try to focus on answering the question “What will this do for me?”. This will help you write copy that speaks directly to your clients.
Write a brief one paragraph summary and 3-5 bullet points for clarity. Come back to this section many times and edit the copy to remove any bloated or unnecessary verbiage. You goal is to communicate why your product is awesome to the potential customer.
The Call To Action (CTA)
The final part of your landing page is the Call To Action or CTA. This is the statement or copy that instructs your visitor to take a specific action. Often it will be the button on a form, or a large graphical button that takes your new customer through to a final destination somewhere on your main website. It’s critical that the CTA is obvious and is written in a way that describes what clicking on it will do.
Poorly written CTA’s are the standard CLICK HERE or SUBMIT. A good example would be “Get your $50 spa coupon,” which articulates what that person will receive in exchange for that precious click.
Apply these components and pair it with proper marketing strategies for your industry to get the most out of your landing page.
Do you have a question? Comment below.
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