A landing page is a valuable marketing tool.
If you do it right, it can help pull prospects towards your brand, pick their interest, nurture them and, eventually turn them into loyal customers.
But, as you’ve probably guessed by now, crafting a good landing page is no easy job. There are a lot of variables and copywriting elements that can make or break its success. Only the perfect combination will drive sales like crazy.
Unfortunately, there is no manual to guide and teach you how to create an effective landing page. However, we can give you the next best thing –a list of the essential elements that will turn your landing page into a money machine.
No matter what you’re selling, the headline is the most important component of your landing page. It’s the first thing prospects see and judge the usefulness of your page by. So, instead of coming up with witty punchlines that deliver no value, make sure that your headline hooks your audiences and lets them know what’s in for them.
Your headline should make it clear to your prospects what the page is about and what benefits they can achieve if they read until the end. Make sure that the headline is also relevant to your ad. The last thing you would want is a bunch of confused prospects who expected one thing and got an entirely different thing.
Testimonials are a key element because they show your customers that others have tried your product and were pleased by it. Therefore, they can trust you too.
Here’s the thing: trust is at the foundation of all business transactions. Without it, it will be almost impossible to persuade prospective buyers to choose you over your competitors. Sure, you may have put a lot of work into ensuring that your products are the best in the market, but without someone attesting to their efficiency, people will have a hard time deciding.
Any testimonial won’t do. Most consumers nowadays admit they don’t trust testimonials and just assume that most of them are fake. So, what can you do to make them look and feel trustworthy?
Use testimonials from real people who have used your products. If you opt for celebrity endorsement, make sure that the influencer believes in the product and, most importantly, is relevant to your niche.
Offer a Guarantee
Try putting yourself in your customer’s shoes – wouldn’t you be more willing to do business with a company that offered guarantees than one that requires your blind trust?
Any guarantee, whether it’s money back or a voucher, can give your prospects a reassuring feeling that if something goes wrong, they won’t be on the losing side. That can translate into more conversions and for a very simple reason: a guarantee lets your audience know that you care less about their wallets and more about their satisfaction.
Choose the type of guarantee appropriate for your business and make it visible enough for everyone to see it. Position it next to your CTA button as a final reassurance before a prospect converts.
Don’t Forget about the Call to Action
So, you’ve come up with the perfect headline, your testimonials are heartfelt, and you’ve found the perfect balance between numbers, benefits and sales messages. Now, it’s time to close the deal and ask your customers to take action. In other words, you need to end your landing page with a clear call-to-action.
Here’s the hard truth: if you don’t ask people to do something, they will leave your page without taking action. That’s why you should always start with the end goal in mind – the whole purpose of a landing page is to SELL. All of your efforts should be building up to that. So, don’t be shy and ask your customers to do something.
Do you want them to download an eBook? Tell them to do so. Do you want them to click on a link? Just ask them to do it! Do you want them to buy something? Add a “Shop Now” button.
No landing page is similar. Your audience, intent, angle, focus, niche, and product vary greatly, and you need to consider all these factors at once. That’s why creating a good landing page is so difficult – there are no guidelines you can just copy and apply to your business.
However, there are a few copywriting elements that all good landing pages have in common. Try to incorporate them next time and work your way from there.