- A landing page should only have one goal (one page | one purpose)
- Get an email
- Warm them up
- Make a sale
- Get an appointment
- A landing page can be independent of the main website
- The three types of landing pages
- Sales page - single product, they try to make the sale on a single page
- No links on page
- Only options is to buy the course of leave the site
- Lead/capture/squeeze pages - They collect information from visitors
- You can then contact leads via phone or via email at a later time
- Click thru page - The purpose of this page is to warm up the visitor before sending them to their final destination
- Hacks
- Countdown Timers - This creates urgency.
- Scarcity - The customer sees there are only N spots left and they get an urge to act now.
- i.e. We have only 5 spots left and we have send this email to 200 people
- For CTA button
- Use first person narrative
- Start my 30 day free trial
- Anatomy of a landing page
- Headline
- What is in it for them?
- Add your value proposition here
- Big and noticeable
- Sub heading
- Supports the main headline
- This will help clarify the main headline
- CTA (call to action)
- The instruction to the visitor on what to do next
- Use a Button
- If you have two CTA buttons make sure they look the same to avoid confusion
- End the button text with the word now
- You can also have the CTA in a pop up
- This can make your landing page cleaner and simpler
- Describes what happens next and reinforces the value proposition
- The CTA will have a form or lead into one
- Forms
- Use as few fields as possible.
- Only add many fields if you are trying to filter your leads
- Hero shot
- An image or video that shows the visitor how it would be like to own the product or service
- Test as even not having a hero shot might work better for your specific landing page
- Do not use stock photos (people will spot them and not want to click)
- Make sure people in images are not looking at the screen
- This will take the attention of visitors away from CTA
- Make the people eyes look at the form or CTA
- Copy
- Add the benefits in the body
- Consider bullets
- In general your page needs to be longer depending on what you are asking for of your visitor (email vs purchase)
- Social Proof
- Visitors are more likely to buy your product if others have used it and liked it
- Customer reviews
- Testimonials
- You need to use real pictures of people not stock photos
- Name companies that use your service
- How to build a landing page from scratch
- Start by sketching your page on paper
- Come up with a headline and subheading
- Come up with button copy
- Decide how many fields your form will have
- Hero shot or not?
- Create body
- Social proof
- Add a second CTA at the bottom
- Above the fold
- Heading/subheading/CTA/hero shot
- Below the fold
- Ab test
- Create a duplicate and change one thing
- Spit traffic 50/50
- Wait until you have around 300 conversions to pick a winner
- CTA button is a good place to start testing different variations
- Thank you page
- Page after the user does what you asked them to do
- You can ask them to share a link in social media
- Don’t just say thank you and send them back to the home page.