How to Make a Landing Page that Converts
Consider your landing page as a physical customer physical storefront. It’s the front window of your store: Capturing attention, igniting curiosity, and pulling people in. Marketers invest a great deal of energy directing people to their website and blog pages with the expectation that the target audience will join the opt-in process. However, if these goals don’t entice prospective customers into your sales funnel and educate and convert them into clients, you are wasting your time.
Landing pages are as different as the people looking at them. Each landing page has an different call to action (goal), a different reader (user), a different product or service, and a different niche.
Your landing page needs to feel inviting and make it easy for people to enter and navigate your store. It needs to be a visually appealing and consistent experience that works towards achieving a single goal: Get people further into your store so that they can find products they want to purchase.
Below are some of the important points to take note:
A headline is where everything begins — interest, attention, and understanding. The headline is your first and most critical action of a landing page. The headline should be short and able to grab the reader’s attention. It should inform the user what the product or service is all about.
If the headline makes the user look, then the sub-headline should make them stay. A subhead is part of the one-two punch of a landing page’s power. The sub-headline should have some element of persuasiveness. Remember, you’re luring them to stay on the page with the sub-headline. You take the concept of the headline, and push it a little bit further.
Did you know that images, videos and graphics can attract your visitors and persuade them emotionally to take action? Studies showed that the brain processes images 60,000 times faster than text. A user will be affected by the images on your landing page immediately. 40% of people respond better to visual information than to text. It makes for a positive user experience.
If a user doesn’t understand what your product or service is about, you’ve lost them. An explanation — in whatever form it comes — is crucial. The best explanations are those that are straightforward; cuteness not required. An explanation should be benefit-oriented. Explanations are functional, but functionality should be tilted in favor of the user. For example, “We make websites” is a functional explanation, but it lacks the user-focused orientation. To make this explanation even more compelling, you could angle it towards the user to show them the value: “Get a website that makes you money.”
The value proposition is defined as “an innovation, service or feature intended to make a company or product attractive to customers.” When it comes to your landing page, this element needs to have pride of place. The value proposition basically answers the user’s question, “What’s in it for me?”
The logical flow of a landing page is just as important as the actual content you have on the landing page. A truly interested customer will be cognitively engaged with the landing page. They will read the content and follow the thought process. Thus, you must lead them through a process of thinking that is logical and compelling. Start with your explanation, continue with your benefits, include your testimonials, and end with your Call to Action (CTA). This is the most obvious and persuasive method of structuring a landing page.
Something about Pain
Here’s the psychology behind pain. Humans are wired to avoid pain. Every product or service can help to alleviate pain in some way. If you can cause the user to think about their pain, they will subconsciously seek relief from that pain, and thereby be more likely to convert. Your product or service is provided as an antidote to the pain. Don’t leave the user wallowing in the pain. Draw it to a conclusion by featuring the answer to the pain.
Last but not least, add testimonials, reviews, and badges to your landing page beneath your main content to build trust and project credibility. After all, 88% of consumers trust online reviews as much as they trust recommendations from their friends and families.