How to Create an Effective Landing Page
#WebDesign, #SalesFunnel / by Olivia Reddington
Your landing page has less than 3 seconds to hook visitors.
If they only read this text on your page, will they know exactly what you offer? Or even better, will it tempt them to learn more about your brand?
A weak message will make people instantly bounce.
Here's our go-to framework:
Headline
Make it clear, concise, and “coupled.” The headline of your landing page needs to be an extension of the ad, email, or link that brought them to it. If what brought them to the page was an offer to “Get Your Home's Value” or “Free eBook about Facebook Ads,” you would basically want to repeat that as closely as you can with your headline. Remember, you have eight seconds (four seconds less than you had a decade ago) tops to keep their attention. Don't get too cute with the copy of the headline, or the rest of this list won't matter.
Explain the specific value people get that only your brand can offer. This is your promise to prospects, your big idea, and the reason your brand exists.
No vague claims like "get more done!" or "increase collaboration!"
The trick is to not talk actually talk about what you do, but instead what transformation you're helping with. Tap into either their deepest desires or their most superficial, nothing in between.
Example: a tax software for startups
Old headline: Have your taxes automated ---> New headline: Get $20k back from the IRS in 20 minutes
The old headline explains what they do, which is a helpful service. Saving time on manually doing taxes is great, but what people really want to hear is for them to help saving or making more money.
Subheadline
This is where you can give more detail about your offer. To show people how you give value while handling any objections they may have.
With the subheadline, we simply want to continue them down the path the headline started them on. If “Get Your Home's Value” or “Free eBook about Facebook Ads” were the headline, a good subheadline would be “Home Value Report Will Be 100% Accurate as of Today's Date” or “27 Facebook Ads You Can Run Today for More Leads.”
What you do + who you're helping + how you're helping.
Following our tax software example: We help SaaS startups claim tax credits that most accountants miss.
You can also add a guarantee to help with any uncertainties they have. "Pay $0 if we don't save you any money."
Main Call-to-Action
It helps drives excitement, FOMO, and reduces friction. More of a call-to-value than call-to-action. Don’t add any pressure, let them take action on their terms.
learn more —> create your XXX now
sign up —> start your free trial, no CC required
get started —> Start building today
buy now —> get xx% off today!
Bonus tips:
Write how your audience talks. You can take examples from positive reviews of your brand and negative reviews from your competitors.
Eliminate uncertainty by addressing their objections and showing social proof.
Take a stand with your audience, relate to them, empathize, and be by their side.
Don't sell products, sell aspirations, lifestyle upgrades, transformations, or investments.
If possible, have different landing pages depending on the source of traffic and how aware they are of your product. The landing page of someone unaware + coming from tik tok has a different message than the landing page people see after actively searching on Google.
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