You are about to launch a new product or service.
You’re excited and have been working hard to make it work.
It’s almost ready and the launching date is almost here.
However, when you’re about to design is landing page, you’re out of words. You want to write so much information that you find it overwhelming.
Let me tell you something:
But what does it take to design the perfect landing page?
Make sure that you follow these 9 steps to design the most effective landing page
Step 1: What do you want your audience to do?
Every landing page must have one (and only one) objective.
We want people to do an action. And this action is the only one that we’re going to promote. Every single element in your landing page must be optimised for this purpose.
No social media buttons.
No sidebar promoting other services.
No links to your blog posts.
You need to include only one clear call-to-action.
People should act or leave.
If we distract people with more elements, they will end up doing a different action, so think carefully about the action that you want them to take, and focus on it.
Step 2: An irresistible headline is the key to designing the most effective landing page.
It’s the key and probably the 75% of your success if you get it right.
A headline is what your readers first see when they land on your page.
What is the role of this headline?
Basically, a headline must make your audience scroll down to the call-to-action.
It must grab the attention of the people landing in it.
You can use different techniques to come up with the perfect headline, but remember to highlight the most valuable benefit for people buying your product, subscribing to your list or whatever is the objective of your page.
You have to bear in mind that your headline will make your audience scroll down or click the “close” button.
Step 3: Why is your audience going to leave your landing page?
Why wouldn’t your audience be interested in your offer?
Why would they stop being interested in your landing page?
Make a list with possible reasons why they can leave and tackle them through the copy of your landing page.
What most people do is to try to avoid them. If they think that the price is too high, they try to avoid it or hide it. However, you audience will find out sooner or later.
People aren’t going to forget their pain points just because you’re trying to hide them.
You need to turn these pain points into solid arguments, or even benefits, to justify them and make your readers forget about them.
Step 4: How are you going to solve your audience’s pain points?
Now that you’ve talked about your audience’s pain points, you need to let them know how your offer is going to solve them.
Highlight the benefits that they will get by buying your services.
Take the same list that you did before and turn each point into a benefit.
The price is too high > This premium service is exclusive to a reduced segment of my clients (exclusivity).
Step 5: Use storytelling to promote trust
Write the story behind the offer to promote trust.
You can also write about a specific case in which one of your clients benefited from your services and the impact that it had in his/her life, business, etc. Successful stories will help your reader imagine their ideal situation once they’ve bought your services.
A big difference between a physical product and an online product is that people can touch, feel, and get to know exactly what the physical product looks like. That’s why we need to play around with the imagination of our readers.
We need to picture with word how they are going to feel once they’ve done this investment.
Step 6: Close the deal with the benefits of your product
Kill any additional doubt with the benefits of your offer.
These benefits must be linked to this ideal situation that we made our audience imagine.
- How are they going to feel?
- Why they should buy this offer to feel this way?
- What are you offering that the rest doesn’t?
Phrase your benefits in the most irresistible way so your copy can have a powerful impact.
Step 7: Let your clients speak for your brand
That’s one of the things you’re audience will be looking for.
We all want to know what people think about a product when we buy online. We take other people’s opinion into consideration when making a final decision, don’t we?
Well, that’s exactly what your readers will do with your landing page as well.
Don’t you have any reviews?
Then what you could do is to give your offer to some colleague that might be interested in it (you can even create a contest on your social platforms for this purpose).
Ask your colleagues to test your offer and ask them for feedback. You can use these first reviews as the social proof for your landing page.
Step 8: There’s nothing to lose, right?
You also need to offer a guarantee.
What happens if your client isn’t happy with the results?
Maybe you should consider refunding their money for a X period of time.
I know, you may think that there are people that will benefit from this and will ask for their money back, even if they’re happy. Think carefully how you’re going to do this.
If you want people to subscribe to a 2-week course, you could offer a refund during the first week, so they can’t have all the content of this course.
If you’re not still convinced maybe it’s because you aren’t sure about the quality of your offer. If that’s the case, step back and analyse the benefits of your offer and see how you can improve it.
Now you know how to optimise a landing page to guarantee the best conversion rate. Put this process into motion and start gaining leads and clients for your business.