If you want to convert visitors into customers, you need an effective landing page. Your landing page headline, branding and copy should be solution based and focused on what your target customer wants. Be sure to include social proof on your landing page to show potential customers that others have used and been happy with your product or service.
Why you need a landing page
Most businesses need a website to help them grow and expand their reach. But just having a website is not enough – you also need to have a landing page that is designed to capture attention and convert visitors into leads or customers.
A landing page is a standalone web page that is created for a specific marketing or advertising campaign. It is where a visitor “lands” when they click on a link from an email, an advertisement or a social media post.
A good landing page will be designed with a single purpose in mind – to capture the attention of the visitor and convince them to take action. This could be subscribing to a newsletter, making a purchase, or downloading a white paper, infographic or e-book.
Creating an effective landing page can be challenging, but it is worth the effort. A well-designed page can help you increase conversions, grow your business, and improve your bottom line.
How to capture attention with your landing page headline
Creating an effective landing page headline is essential if you want your page to be successful. A headline is the first thing that a visitor will see when they land on your page, so it needs to be eye-catching and relevant to what they are looking for.
There are a few things to keep in mind when creating a headline for your landing page:
- Keep it short and to the point
- Use strong keywords that relate to your product or service
- Make it intriguing and encourage visitors to learn more
- Avoid using generic terms that could apply to any business
How to brand your landing page for conversions
Your landing page is the face of your brand for new visitors.
It’s the first impression that potential customers will have of your business, so it’s important to make sure that it’s representing your brand in the best possible light.
There are a few key things to keep in mind when you’re branding your landing page:
- Keep your branding consistent with the rest of your website. Your landing page should match the look and feel of the rest of your website. This means using the same colors, fonts, and overall aesthetic. Use the branding guidelines that your brand designer created for you to make sure you stay on-brand.
- Use high-quality images. The visuals on your landing page are just as important as the text. Use high-resolution images that represent your brand well. If your color palette is important in your message, choose imagery that contains your brand colors. If diversity is part of your company brand and image, be sure to include photos of a variety of humans enjoying your product or service.
- Write compelling copy that your target audience can relate to. Your landing page message should be clear, concise, and persuasive. It should tell visitors what you do and why they should care about your product or service. It is important to remain consistent in your message so your ideal clients will understand how your whole package has them in mind.
What to include in a landing page for solution-based services
If you’re selling a service that solves a specific problem, it’s important to make that clear on your landing page. You want to reassure your potential customers that you can help them with whatever issue they’re facing, and the best way to do that is to use a solution-based approach to your copywriting.
Here are some tips for using a solution-based approach on your landing page:
- Use clear and concise language.
When you’re writing copy for your landing page, make sure to use language that is easy to understand. Avoid using jargon or technical terms that may not be familiar to your target audience. Instead, focus on crafting clear and concise language that will get your message across effectively.
- Be specific about the problem you’re solving and the benefits you offer.
Your potential customers need to know that you understand the problem they’re facing. Be as specific as possible when you describe their issue, and show them how your service can provide a solution. The more specific you are about the benefits they can enjoy from working with you, the more likely it is that people will choose your service to solve their problems.
- Offer a free trial or demo.
If you’re selling a service, one of the best ways to convince people to use it is by offering a free trial or demo. This will allow potential customers to see for themselves how your service can help them solve their problem. Once they see how effective it is, they’ll be more likely to become paying customers. If creating a trial or demo isn’t on the table at the time, offer a quick, no-pressure call so you can hear about their problems and see if you can actually help solve them.
- Have a strong call-to-action (CTA).
Your CTA should be visible and stand out from the rest of the page. It should be clear what you want visitors to do, such as “Sign up for our newsletter” or “Download our e-book.” Keep your CTA wording consistent so they understand that they have one easy task to perform on this page.
- Highlight customer testimonials and social proof.
Look for opportunities to highlight customer testimonials on your landing page. These can be powerful because they show potential customers that other people have used your service and found it helpful in solving their own problems. You can also include social proof elements like trust badges, customer logos, and screenshots from social media mentions. Whenever possible place testimonials with specific results near copy that is directly related to the issue that was solved.
As humans, we are social creatures. 90% of the decisions we make are subconscious, and they’re based on what others around us are doing.
This is called social proof, and it’s a powerful form of persuasion. In fact, research shows that social proof can increase conversions by as much as 342%.
If you’re not using social proof on your landing page, you’re missing out on a huge opportunity to increase conversions.
Let’s take a look at what social proof is and how it works.
Social proof is the idea that we are more likely to do something if we see others around us doing it.
It’s a form of persuasive authority that humans have been using for centuries. And today, it’s more powerful than ever, thanks to the internet.
Think about it — when you go to a new restaurant, what do you do? You look at the reviews to see what other people think. When you’re looking for a new book to read, you look at the bestseller list or ask in your favorite Facebook group. And when you want to buy a new product, you look at the ratings and reviews first.
We use social proof all the time in our everyday lives without even realizing it. And businesses have been using it for just as long.
How to use urgency and scarcity on your landing page
You can use urgency and scarcity on your landing page to capture attention and encourage conversions. Doing so can prompt your visitors to take action before it’s too late.
I’ll just note right here that I am not a fan of scarcity tactics that make people want to buy something that they don’t want or need. I suggest using this method conservatively and with positive intentions. Sometimes people do need that extra nudge to “act now”.
Here are some tips on how to use urgency on your landing page:
- Use time-sensitive language (when it applies)
When creating your headlines and copy, be sure to use language that notifies the visitor of the urgency. For example, you might want to use phrases like “act now,” “limited time only,” or “while supplies last” if you are only offering this service or deal for a short amount of time.
- Create a countdown timer
Another way to create a sense of urgency is to use a countdown timer on your landing page. This will let visitors know that they need to act quickly before the offer expires. * Please don’t do this and just have it reset every time the page loads! Even though this is somewhat common practice, people are on to it and you can actually lose trust with this method.
- Offer a limited-time discount
If you’re running a promotion or sale, be sure to specify that it’s for a limited time only. This will encourage visitors to take advantage of the offer before it goes away and they will appreciate the nudge so they don’t lose out on something they really want or need.
- Show low stock levels
If you have a product with limited inventory, be sure to mention it on your landing page. This will let visitors know that they need to buy now, before the product runs out of stock.
How to use a video on your landing page
Videos on landing pages can be a great way to add some variety and engage your visitors. There are a few things to keep in mind when using video on your landing page, though. Here are some tips:
- If you are the main offering in your services (coaches, teachers, online course creators), make sure that you are the one speaking in the video. Using too much stock video or voice overlays can take away from the personal touch people are looking for in your services.
- Choose video content that is directly relevant to your product or service.
- Make sure the video is high quality. Get help producing it if that is not your forte.
- Keep the landing page video short and to the point – no more than 2 minutes.
- Include a call to action at the end of the video. They’ve just invested 2 minutes of their time in you, let them know what they should do next.
The amount of effort you put into your video will create an image of the amount of quality your customers or clients will be able to expect from you after purchasing your services.
How to use a freebie on your landing page
When the goal of your landing page is to capture leads, one of the key elements of your landing page is the freebie you offer in exchange for an email address. This freebie is called a lead magnet, and it needs to be something that your target audience will find valuable enough to give you their contact information.
There are a few things to keep in mind when choosing a lead magnet:
- It should be something that your target audience wants or needs.
- It should be relevant to your business offerings.
- Even better, it should be specific to, or taken right out of your services or products.
- It should be easy to consume. They’re still getting to know you and are deciding how much time and energy they are going to invest in you at this point.
- It should be delivered electronically (no physical product). Keep it simple. This can be a download, or content they can consume right on your website.
Once you’ve chosen the perfect lead magnet, there are a few things you can do to make sure it’s effective:
- Include a clear and eye-catching call to action on your landing page that tells visitors what they need to do to get the freebie. This could be a button that says “Download Now” or “Get Your Free Guide.”
- Make sure the form that visitors need to fill out to get the freebie is short and easy to complete. The more fields there are, the less likely people will be to fill it out. Generally, all you need is an email address and possibly their first name.
- Include a thank you page after someone submits their information. This is a good place to include additional offers or links to helpful resources.
How to use an ebook on your landing page
Your landing page is the first impression potential customers will have of your business, so it’s important to make sure it’s up to scratch. An effective way to do this is to use an ebook on your landing page.
An ebook is a great way to show off your expertise and get people interested in what you have to offer. It also allows you to collect email addresses from potential customers, which you can then use for marketing purposes.
There are a few things you need to keep in mind when using an ebook on your landing page.
- First, make sure the ebook is relevant to what you’re offering and is valuable to the reader. If you waste their time, they won’t come back.
- Second, make sure the ebook is well-designed and easy to read. If they can’t make it through to the end, it doesn’t matter how valuable the information is.
- Third, make sure you include a strong call-to-action within the ebook content so people know what they should do next.
If you follow these tips, using an ebook on your landing page can be a great way to capture attention and get people interested in your business.
Create your own attention-grabbing landing page
Are you ready to create a landing page for your own lead-magnet or service? We’ve covered some of the most important components of a high converting landing page, including a great headline, staying on-brand, using social proof and giving away special offers.
While this list is not nearly all-inclusive, every product has its own needs. The most important thing to remember when creating your landing page is to offer a solution to your client’s problem that works for them. The amount and type of supporting content required can vary.
Give them everything they need to make a decision while not to overwhelming them with too much information.
Have you already created landing pages for your business or for your clients? Let me know in the comments what you’ve found successful and even your lessons learned.