Cheat Sheet: Improve Your Landing Pages

What Exactly is a Landing Page and Should I Care?

Think of your landing page as the grand finale of your marketing campaign. It’s where your audience lands after clicking on your ads and promotions, and it’s designed to close the deal. Imagine it as the final level in a video game – you’ve battled through all the earlier stages, and now it’s time to face the big boss and win the game.

Why You Need One

A landing page is meant to guide potential customers through a journey. We want to build trust, and make our Call to Action (CTA) something they will actually click. If you are paying for advertisement, it helps track those potential customers so you can see how effective your campaign was.

Figure out what type of landing page you need

• Short Landing Page: (Also called a Squeeze Page) Short, sweet, and to the point. It’s designed to collect email addresses.
• Medium Length Landing Page: It’s got a bit more content and is perfect for free promotional items or inexpensive products.
• Long Form Landing Page: This is a comprehensive, educational, and ready to persuade your visitors to take significant action. Ideal for complex products or services.

Stay Focused

• No Mixed Messages: Your landing page should be a continuation of the advertisement that got them there. It’s like a conversation – you wouldn’t suddenly entice customers with offers of free beer then give them a lecture on quantum physics instead, right?
• No Header, No Footer: We don’t want any distractions. Get rid of navigation bars and footers that might distract your visitors from what you want them to focus.
• No Links to Other Pages: The only way out of the page should be through your CTA button.

The Basic Parts of the Page

• The Hook: Come up with a compelling statement or question that grabs attention faster than a cat video on the internet.
• Core Value Proposition: This is what makes your business or product stand out. What is special about it? Explain the unique value your product or service offers. Make it clear why your visitors should care. (Not necessarily why you do.)
• Call to Action (CTA): Your CTA button should be clear, prominent, and action-oriented. Example: “Sign up for the 11 days of Christmas and get a bonus day now!”
• Your Story: Introduce the people behind the scenes and build credibility with your audience.
• Pain Points: Show empathy by identifying and addressing the challenges your audience faces. Build a connection by demonstrating you understand their struggles, then restate the value of your offer, reassure visitors of its benefits, and encourage them to continue engaging. Money-back guarantees can be the cherry on top.
• Social Proof: Testimonials, reviews, case studies, or media mentions – all the trust-building elements that show your product or service works.
• Why Work with Us?: Highlight what sets you apart. Elaborate on your unique core value proposition and why you’re the best choice. Remember, this is about the customer not you.
• What do they get: Break down what the visitor will receive in detail. Clarity is key. You can likewise sweeten the deal with additional bonuses or perks, making your offer even more irresistible. Use this space to paint a picture of the improvements that will result from their decision to buy. Show them the brighter future your product offers.
• Who It’s For: Clearly define your target audience. Help visitors self-identify as ideal candidates for your offer. Also, be transparent about who your offer isn’t suited for. This can help prevent mismatches and build trust.
• FAQs: Address common questions or concerns, reducing friction in the decision-making process.
• Disclaimer: Provide necessary legal protections and clarify the scope of your offer to enhance trust through transparency as needed.

Wrap up

Creating a good landing page is like crafting the perfect recipe – it takes precision, attention to detail, and a bit of creativity. By following these guidelines, you can build a landing page that not only attracts visitors but turns them into loyal customers.

May your conversions be high and your bounce rates low!