If you want to know how to make landing pages that convert, this article will show you how. When you want to transform your website into a customer or lead generation machine, this post will show you all the best tips, strategies and secrets to get there fast.
Let’s dive in!
The Six Must-have Features in a Landing Pages Are:
- The rule of one
- The 5 seconds rule
- Conveying the three key benefits
- Short strategic video
- Social proof
- Features list
It would help if you succeed online, and now, the right landing page strategy can be a huge difference-maker in your business because it can attract the right kind of customers to the exact right offer. For example, if you’re a service business that offers different kinds of services, if you’re a contractor you may offer bathroom remodels kitchen remodels, etc.
So, in that case, you don’t want all those people finding you through your homepage. What you’d rather have, is people finding you through dedicated landing pages. Closely aligned with what they’re looking. This post will be about landing pages that refer to a dedicated page for a specific product or goal. That’s all. Landing pages are mainly for getting an email opt-in in exchange for a lead magnet or if your business offers one kind of product or service. Like if you’re a plumber or a wedding music band. Then you can apply this to your home page as well.
In any case, there are six best practices I like to use that you should use too when you want to convert the most number of visitors into paying customers. Or at least to get them as warm leads. When your goal is an opt-in list, the first things first, and that is, keep it simple. There six tips you can’t miss in your landing pages, simple and yet useful.
We work our LPs with moqups.com. Check:
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Landing Page Optimization Rule Number One
The Rule Of ONE
Using the rule of one, in the rule of the one you want to think about one message, one offer, and one call-to-action per page. Most businesses say way too much on their websites, and your landing pages are definitely no place for that. It’s why we have a landing page strategy at all.
You know, to compartmentalize all those different services or products or offerings into their own pages. So for each landing page, you’re planning you want to focus on ONE core offer. Whether that’s a service you provide or a product you sell or a lead magnet. In exchange for that email address or even a special deal and the message need to be talking all about that one offer. Not about the history of the company or about the charity work you do.
On the side, just that offer, and there needs to be one super clear call-to-action button which provides a clear path of what they need to do.
Landing Page Optimization Rule Number Two
The Five Seconds Rule
Alright, next I want you to know about the five-second rule. This is not about eating greasy food off of the floor. Here, this has more to do with the fact that people have minimal attention spans. Because our brains are pretty much hardwired to only pay attention to information that benefits us. And because of that, we don’t have to burn too much time to comprehend.
For those reasons, your website needs to communicate really clearly the following three things in less than five seconds:
First, it has to tell people what it is you provide.
Second, how that makes their lives better
Third, what do they need to do to get it?
Not only does that have to happen in the first five seconds. And also, It has to happen at the very top of the page without them scrolling down. You know you’ve heard the term “above the fold”, that refers to all the real estate that’s above, the point on the page where you have to scroll down, and there’s a lot of debate on this. You know, yet people got conditioned to the internet’s websites. They know that there’s information below the fold, and they will scroll down.
But only if those three questions are answered, and in such a way that makes them want to know more.
Landing Page Optimization Rule Number Three
Conveying The Three Key Benefits
The next element for a high converting landing page is conveying your three key benefits. One of my favourite tricks and I work on many web projects. Is to come up with those top three benefits, or you can think of them as perks. Those things your customers get when they work with you. And benefits don’t mean features!
One of my favourite examples of this is from Apple. You know, most people love to use Apple. As an example, but I am referring to when the iPod first came out. They could have very quickly going into all the tech specs of, you know, this thing has a gigabyte of storage on it. But they knew that wouldn’t mean much to the customer. Instead, they framed it as a thousand songs in your pocket.
You know the storage capacity is the feature, but the customer’s ability to walk around with a thousand songs in their pocket. Now that’s a benefit that they care about and coming up with these benefits is easier than you think. First of all, think of the features you provide your customers that your competition doesn’t. Or maybe they do, but they aren’t talking about it.
So, think of those features, then ask yourself what’s the benefit that results from that feature. you know, you must fill in the blank like this:
We offer feature A so you can…
For instance, if you were an installer of vinyl patios, you know the fact that they’re more durable than wood that’s a feature. But the benefit is they’re maintenance-free, and you never have to stain or paint them for the lifetime of the product. So, come up with those three benefits, you know. Three is just kinds of that magic number that looks good on a page and doesn’t feel overwhelming. Name each benefit with a headline to give it a concise description like a sentence or less and then, you’re going to want to use some
kind of an icon or a photo to go along with it to make it more visually appealing and understandable at a glance.
People do more skimming of websites than actually reading them. The visual cues go a long way there.
Landing Page Optimization Rule Number Four
Short Strategic Video
This next element for a highly converting landing page I highly recommend you try to do this year. Add a really short video that clearly establishes four things:
The problem you solve
How you solve it
How that helps your customers lives for the better
What they will lose if they don’t go with your solution and they go with another solution
You can also choose nothing at all, it only needs to be around 60 seconds, and it should tell that complete story from start to finish. Always emphasizing the transformation that occurs from before your customer found you, to the happier after state. And go ahead and end the video with an apparent call to action. It should be the same call to action that you use everywhere else on that page.
Landing Page Optimization Rule Number Five
All right, number five is social proof. Every good landing page needs either a testimonial or a case study featuring somebody who has already gone through that transformation that we just mentioned. Now, videos tend to work best here, and they connect better than anything else. You can also use text-based testimonials. Be sure to include a real photo of the subject. It shouldn’t be too long, just a few sentences max.
Because, again, people are skimming our websites and not really reading.
Basically, just making a few sentences long and it should still, within those few sentences, tell that story of where they were before they found you. Finding you, and then what their results look like after that.
Landing Page Optimization Rule Number Six
All right number six brings us a features list. We mentioned a lot about emphasizing benefits over features: all we’ve said appeals much more to the emotional side. Because if you know anything about marketing, most people make their buying decisions based purely on emotion. But this is the section that let them justify that decision with a more logical point of view.
So, for this, all we really recommend is just a simple bullet list which talks about all the nuts and bolts things they get included with going with your service. Things like dedicated customer service, rep or pick-up, and drop-off service. One little thing we like to do here that we think makes a difference psychologically. Is rather than using just circle bullets we like to use checkmarks. In their mind, these are just things they can check off, and it really emphasizes what they’re getting from going with you versus just kind of a random list of features.
Can You Do It Yourself Or Do You Help?
Check this video from the guys of The LEAD
All right, so now we want to read from you, and we want to know which of these are you currently using on your own landing pages. If you’re not currently using any of these, you are excited to put on your landing pages in 2020. We want to know all about it, so leave that with any other comments or questions in the comment section below. We’ll read through everything and answer all the questions we can. And if you’re not subscribed to our newsletter yet, go ahead and subscribe.
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Files: LP-1 Template