A quick and simple guide.
1. Find out where it hurts
- The most effective landing pages are the ones that hit viewers’ pain points dead-on.
- It’s worth investing in some in-depth research to find out a) who your target audience are, and b) what they worry about.
- Craft your entire landing page around that specific worry – or, if you have a few different audience segments, create a separate Google ad and a landing page for each group, targeting that group’s pain point.
- As you design those ads and pages, keep asking yourself, “Does this ad/page promise to take away this person’s pain?” If not, keep working.
2. Make one specific offer per page
- Make sure your audience understands exactly who you are, what you’re offering, and how it helps them.
- Only ask visitors to do one thing per landing page – buy your product or subscribe to your email list, for example. Keep the entire landing page focused solely on that one action.
- Test your page relentlessly, and fix any messaging that’s not razor-sharp and precisely on target. Delete anything generic. Clear out clutter. Be straightforward and direct.
3. Use a landing page design tool
- Landing page design is a science. Seriously. Experts have invested YEARS of their lives to find out exactly what works and what doesn’t. Don’t reinvent the wheel – use an expert-designed landing page creation service.
- Tools like Instapage, Unbounce and Leadpages will help you get started. They come with field-tested page templates, a ready pre-optimized to turn your visitors into customers.
- Don’t forget to set up an auto-responder, to communicate with your audience as soon as they sign up or make a purchase. Studies have found that even a short auto-response helps drive sales.
4. Hand out a free gift
- Before you ask people to do anything – even subscribe to a list – give them something helpful for free. You could offer a short ebook, a report, an article, a tool, orevena phone consultation, in marketing, we call it a lead magnet.
- Whatever free gift you offer, make sure it actually helps with your audience’s pain point. Again, market research is well worth the investment.
- Visitors will be much more likely to buy from you if your free gift demonstrates value.
- Plus, the more popular your free gift becomes, the more landing page traffic you’ll get – and the more chances you’ll have to generate sales.
5. Take time to write a catchy page headline
- Alot of users will never read beyond your page’s title – and if that title doesn’t grab their attention, you need to fix it.
- The best titles tell viewers what the page is about, while also making them want to earn more.
- Instead of just stating what your page is about (for example, “House Painting Services”) see your page title to raise a specific issue or selling point (for example, “Mess-Free House Painting – See For Yourself!”).
- The rest of your page should deliver what your page title promises, and answer the questions the title raises.
6. Grab attention with images and videos
- Studies have found that people respond to images 60,000 times faster than to text. In fact, 90 percent of sensory information is visual.
- What’s more, visitors spend 100 percent more time on pages with videos.
- Take time to consider how your target audience will respond to different types of images and videos. Will they think stock photos look professional, or corny? Do they want to see beautiful models, or ordinary customers? The answers are different for each audience.
- One possibility is to use photos of you and your team hard at work. Try including screenshots or videos showing your product or service in action.