If you are struggling with sales or just getting started with your first landing page, you want to create the best page for attracting and retaining visitors. It’s not a simple task. There are crucial elements to a good landing page that make people want to buy. If your landing page is missing any of these, your sales will not be as high as they could be; in some cases, if your landing page is really bad, you might not make any sales at all.
The good news is that you don’t have to be concerned about any of this. Building a landing page that converts is a carefully studied science among marketers. Over the past couple of decades, the secrets behind building converting landing pages has been revealed. Follow these tips, and your landing page is sure to make you the sales you desire.
1. Make Your Headline Eye-Catching and Unforgettable
It all starts with the headline. If you don’t have a headline that grabs your visitors’ attention right away, they will click off of your site and go elsewhere. Your headline should be short, as today’s Internet users have a limited attention span. Make sure it is limited to 20 words or less. In those words, create a compelling description of your product and/or service that your readers can’t ignore. If you can pair your headline with a colorful graphic of your product or service, that will help secure the attention of visitors even more.
2. Continue Your Beginning Message With a Compelling Sub-Head
Just a headline isn’t enough. You need to have a sub-head to get visitors to read deep down into your landing page. Of course, no one will ever read the sub-head if the headline isn’t good, so perfect that before moving to the sub-head.
Once you’re ready to write the sub-head, which is the second most important part of your landing page, make sure the wording makes the reader want to stay on the page and explore it. You want your sub-head to be slightly longer than your headline. A sentence or two should do it nicely. In those one to two sentences, use your most persuasive wording to tell readers why they should stay on your site and why they need your product or service in their lives.
Don’t be pushy about it, but definitely make your sub-head persuasive and intriguing at the same time. Think of what would make you want to read further, and go from there. If it’s interesting to you, it probably will be to other people, too.
3. Explain Why Your Readers Should Keep Reading
Once you’ve grabbed their attention with your headline and sub-head, you need to immediately inform your readers what you are going to talk about in the rest of the landing page, and why they should keep reading. Just be straightforward in your explanation here. This is one area of your landing page where you shouldn’t try to be clever. Just give it to your readers straight in one to two paragraphs. More than that, and you might start to bore them, which will cause them to leave your page. Simple, to the point, and short are key when it comes to explaining why they should keep reading.
4. Give Your Readers the Value and/or Benefits of Your Product or Service
After explaining why they should read further, jump right into telling your readers about the value or benefit your product or service offers them. Your readers want to know what you are selling will do for them. In fact, they need to know this in order to make a buying decision. Most people aren’t going to buy something unless they believe it is going to benefit them in some way.
Two important things to remember about doing this on your landing page are:
Keep the benefits focused directly on your reader. Avoid the temptation to talk about your company or yourself (if you are an independent seller). This will not interest your readers. Talk about your reader alone and what your product or service will do for them. Do this in the most direct way possible.
Use bullet-pointed lists when talking about the benefits. Internet readers typically don’t want to read large blocks of paragraph text. Give them the information they need in bullet points so they can easily scan it and find the information that interests them the most. You will keep their attention more easily this way, and are much more likely to make a sale because of it.
5. Talk About the Pain Point
The pain point is what your reader will lose if he or she does not buy your product or service. People do not like to lose things, even if these are just potential things. The pain point could also be a problem they have that your product or service will solve. Let them know in as few words as possible, again using bullet points if it is appropriate to the flow of your page, what they will lose or be missing out on if they do not click on the “buy” button before leaving your page.
6. A Guarantee
Include a quick money-back guarantee, preferably with a “guarantee” graphic to grab your readers’ attention. You can put a time period on the guarantee, or leave it open-ended. That choice is yours, depending on how you want to run your business. The important thing is to have some kind of obvious guarantee on your site. People are more comfortable buying when they know its creator and that the product comes with a satisfaction guarantee. This makes them feel more secure in giving you their money.
Nothing makes sales quite like good testimonials. End your landing page with testimonials from people who have used your product or service. Put their testimonials in quotation marks, and use their photo, first name and last initial, if possible. Make sure their testimonials are relevant to your target audience and include real data to back up their claims about their experience with your offering.
People want to buy something that other people have already used and enjoyed. Your testimonials are the key to cinching the sale, once a visitor to your page has read down to the bottom of it. They are the metaphorical icing on the cake for your whole landing page, and pull everything else together into one irresistible sales letter your visitors won’t be able to resist.
What are some of your pitfalls when building and writing a landing page for your website? List them below, and we will try to give some solutions.