You don’t see great landing pages often. That’s not because they can’t be made, but because it’s extremely difficult to create them well. There are design rules to follow that keep people from leaving. There are tricks to use to get your button noticed. There are words that have a way of persuasively whispering in your prospects’ ears: push the button, claim the offer.
Most people don’t know what any of these things are, though. The average landing page converts somewhere between 2 and 5 out of every 100 visitors. That means there’s a lot of not-so-great landing pages out there.
Before you set out to create a great landing page it’s important to know what your prospects want. Specifically, it changes from business to business—some want a solution for their bad back, while others want an easier accounting software—but at the core, it’s this one thing:
They want to evaluate your offer as quickly as possible.
They’re not on your page to browse or pleasure read. They want to find out if what you’ve got is what they need. Do you have what they need?
In this blog, I’ll cover how to create the best landing pages for your business, from top to bottom.
One of the reasons landing pages are highly persuasive is because of their ability to keep visitors focused. If they cannot focus on your message, prospects will not be able to determine whether your offer can meet their needs. Focus starts with no navigation, like this page from Neat:
On your website, a navigation menu can be helpful for browsing visitors who want to find out more about your business. But on your landing page, where visitors are trying to learn more about a singular offer, they shouldn’t need to browse. You should have all the information they need to make a decision right there on your landing page.
Attention Grabbing Headlines
You have to earn attention from your prospect with a headline that grabs them, quickly conveys your offer’s unique value proposition, and guides them toward the rest of your content. Here are a few tips to help you win:
- Use the word “you” to speak directly to the reader.
- Clarify your unique selling proposition with a benefit. What is the biggest thing your prospect will gain by converting? “How to” can be a great way to start a headline.
- Make sure there’s message match between your headline and source. If your source is a Google AdWords ad with the headline “Make email marketing easier,” then the headline of your landing page should read “Make email marketing easier.” It boosts trust by letting your visitor know they’re in the right place.
Here’s a great example from ConversionXL:
Remember—nobody is here to browse or pleasure read. That means your argument for why a visitor should claim your offer needs to be conveyed as quickly and as persuasively as possible.
The way to do that is: