Just what are landing pages, and what are they used for? To begin, a landing page is basically a direct response letter on your website. Therefore, the goal of a landing page is to get visitors to take a specific action.
The page itself is designed to keep the visitor on the page without getting sidetracked and clicking through to another page. A good landing page will keep the reader focused. It will highlight the details and benefits of a unique opportunity only found on this page. In other words, the object is to get the customer to click on something at the end.
How do people find landing pages?
Unlike blog posts or your homepage, people won’t usually find landing pages from a search engine hunt. Instead they might get there from a pay per click ad or a banner ad. They click to get additional information about a product.
In fact, they may already be your customers. They might be responding to a button in an e-newsletter or as part of an auto responder series. Or maybe they are clicking on a catalog description.
Regardless of how they get there, the goal is to sell them on the product or service. Then get them to take the desired action at the end.
How does a landing page work?
- First, you want to establish trust with a name. Just like in a sales letter, you want to come off as a friend who is going to help the prospect solve a problem.
- Don’t make the mistake of being clever in your headline. You want the words in the headline to match up with the wording from where they clicked. If they don’t immediately recognize that they are in the right place, they will leave.
- Additionally, use a subheading under the title to draw them into the page. Peak their curiosity. Make sure they know how they will benefit from reading further.
- Use a solid lead to identify what you are promising. Paint a picture of what their life will be like if they take advantage of this offer.
- Many people skim through copy. Use subheadings to lure them further into the page and keep them interested. You can also anticipate objections they will have and use subheadings to dispel their fears.
Hubspot states 36% of the top landing pages have testimonials.
- Use the main body of your landing page to remind visitors of the benefits of clicking at the end. Give them proof of your promise through statistics, testimonials, charts, and photos. (We’ve all been reeled in by those before and after pictures.)
- Make sure you clearly state what you are offering. Establish why this offer is better than those of your competitors. Make them understand the value of this deal. Remove any risks and apprehension they may have by adding a guarantee.
According to Hubspot, addressing buyers fears on a landing page can increase conversion rates by 80%!
- In the close, reiterate your offer. Sum up the benefits. Make sure they know that the benefits out way the costs. Then remind them of the guarantee.
- Don’t forget the P.S. Give them a bonus or mention an additional benefit. Remind them what they need to do to accept the offer. Make sure to include a sense of urgency so they take action right away. We have all been in the position where we are about to buy something and we decide to wait until tomorrow, next week, next summer. Don’t let that happen here.
If creating landing pages still seems overwhelming, Innovative Copywriting can write content for your landing pages for you. If you want to find out more, contact me for a free phone consultation to discuss your business. Just click the button below.
Donna Emperador created Innovative Copywriting to help others build their businesses using creative content. She is enthusiastic about the written word and owns a travel blog at exploretheroadwithdonnamarie.com and the wine blog wackywinegirl.com.