Having a website is pretty much a necessity for a business in today’s world, since almost everyone uses the Internet to search for information and find the businesses they want. But just having a website isn’t enough. There are many key aspects that a successful website must have, such as how the content is laid out and presented, the type of content, how quickly it loads, etc. One very important thing the website must have is a Landing page, which will provide the visitor with some enticing, introductory information and direct them to your main site and tell them what to do. Follow the steps in the following guide to help you develop a great, effective landing page.
- Purpose
Before building your landing page, you must first determine what purpose you want your landing page to have. Why are you building it? What do you want it to do? What would you want your visitors to do when they arrive at the landing page, and why would they want to do it? Do you want them watch a video or opt-in to download something in exchange for providing their email? Whatever purpose you decide on will be the starting point for your landing page.
- Visitor
Put yourself in the shoes of your visitor. Who do you think they are? What age, gender, personality, etc. do you think they’ll be? What will they be wanting from you? Formulate a persona for your typical visitor. This persona will represent who you will be selling to – who you will need to develop an enticing landing page for. Come up with some keywords to use based on that persona to help draw in visitors from their searches.
- Visuals
Have some attractive, eye-catching visuals to get your visitor’s attention. Use both graphics and pictures, if possible. Graphics can attract or direct attention, and pictures can affect or enhance emotions. Use visuals to help attract and direct your visitor’s attention and will make your product appealing.
- Headline
In your landing page’s headline, you must answer the “big questions” your visitor will have, mainly “what” your product is/does and “how” it will help them with their problem or make them happy.
- Copy
The remaining, “little questions” will be answered in the copy of your landing page: the quality of your product; it’s price; what features it has; if they will get any perks upon purchase (if they will get anything extra, free shipping, etc.); assurances, such as guarantees or if it can be returned. Answering these questions will help gain your visitor’s trust. Don’t be afraid to have a long landing page; a longform page is often the better way to go.
- Objections
Anticipate any objects the visitor may have, such as price (they may think it’s too much and be wary of buyer’s remorse) and respond to those objections by showing how a good of a deal your can be (warranty; money-back guarantee; cost-saving; how it’s better than the competition, etc.).
- Testimonials
If you can get some customer testimonials as to how great your product is, do so and add them to your landing page to help encourage your visitor to convert and buy.
- CTA
The last step is to provide your visitor with a call to action. Make it as powerful and enticing as you can to make the decision to follow the call and convert.
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