A landing page is a page website with one goal: It might be to have more people sign-up for a trial. Your goal might be to get more email signups. Best of all, it might be to convince people to buy your product.
Here’s a framework for building effective, high converting, landing pages:
What do you want to achieve on your landing Page?
First, identify what you want your landing page to achieve. For example, in the months leading up to your launch, your primary goal is to build an email list.than, your main goal will be to get people to buy your products.
Here’s an example from the company, Send With Us. Their target audience is marketers. A marketer’s biggest challenge is they can’t get anything done without the help of a developer.
- Target audience: marketers.
- Main point: Send With Us helps marketers edit transactional emails without a developer’s help.
- Main promise: marketers will get more engagement and revenue.
In this case, the page’s objective is to have visitors sign up for a trial.
Sections of a landing page
The first thing people read is your main headline. Don’t waste it! It’s your way to hook people’s interest. Ask these questions while forming your headline and sub-headline:
- Who is this for?
- What’s their main problem?
- How are you promising to fix the problem?
USE “YOU” LANGUAGE – The headline is not the place to introduce yourself. Instead, address your audience directly by using (or implying) the word “you.”
Here are a few examples of bad “we” focused headlines:
- “Corporate gifting by Sesame.”
- “We make interfaces.”
- “Lita Healthcare Group Limited is a diversifed healthcare company which markets and distributes products to the hospital and retail healthcare environment.”
Here are some good audience-focused head- lines:
- “Accounting made for you, the non-accountant”
- “You don’t need to be an engineer. Build your startup by pointing and clicking.”
- “Guaranteed to increase your organic search traffic.”
USE VERBS Improve your headlines by using a strong verb. Without a primary action, headlines feel like generic descriptions:
- “Dead simple time tracking.”
- “Real-time customer activity all in one place.”
- “Meet the world’s first visual CMS”
Here are headlines that make good use of verbs:
- “Create professional client proposals in minutes.”
- “Record bugs easily.”
- “Send with confidence. Build, test, and monitor your emails with Litmus.”
Landing Page Body
Marketing for Developers
Now we get to the meat of the page. Follow this checklist while crafting your content for the body:
- Put a visual near the top. An image or a video can help people imagine themselves using the
product. Images that create an emotional response are particularly helpful.
- List the benefits: in what ways does your product help your audience?
- Show social proof. What notable people are using it? What trusted news sources have written about it?
- Describe some (not all) of your
features. Remember to describe the product itself! List a few features, and describe what makes them unique.
- Call to action: what is the conversion event for your page? If it’s to get people signed up for your list, feature your sign-up form prominently. If it’s to get people to buy, focus on your pricing tiers and “Buy Now” buttons.
Marketing for DevelopersKeep the footer simple. You don’t want to give people too many reasons to click on a link, and leave the landing page. Start with three links and / or short content sections:
- About: who is behind this project?
- Blog: link to your blog.
- Contact: provide a way for people to contact you to ask questions.