Landing Page Design

Right, today’s class is on how to build a high-converting landing page. So sit down, be quiet for 10 minutes and I will proceed…

Landing pages are relatively easy to make once you understand the components that need to be included to get people to want to opt in. 

Landing pages are part of the sales process and one of the most effective ways to get someone to buy from you is to get them to make micro agreements with you.  You need them nodding their head in agreement with you before you ever try to sell them anything! That is why I always lead with a ‘question’ at the top of my landing pages. A question that I know the audience will say ‘yes’ to.  In a split second, the lead gets identification with your product and makes their first agreement with you. I then typically have an infographic and the first opt-in form. I use infographics as people consume images way faster than text. Allowing you only have a few seconds of someone’s attention before they click over to one of the thousand other apps they have open I find them very effective and getting someone’s attention and keeping them there. 

Below this, I have a supporting copy which positions me as an expert and tells the lead where my service or product will put them in the future.  This is very important. With any product, you aren’t selling what the problem does or how it does it you are selling where the product will put them 6 months down the road. They have to believe that you are capable of getting them there. It is also best to quickly deal with any objections someone may have to opt in or purchase from you. For instance, if your products/service caters for everyone and not just experts say ‘This product/service is suited for people of all levels’. Deals with objections straight away not during the closing phases of the sale.

The next section shows more problems that you can solve.  This is one of the best sales strategies I know ‘Sell the Problem, not the Solution’.  People don’t identify (or care) about your solution and how it works. They care about the problems they have and having someone solve them. The benefits of your product are the problems it solves. List them here.

Typically I have two infographics on a page, not always but a lot of the time. I find when making long-form landing pages it is good to have a second opt-in form and an info graphic at this stage.

Next up we have social verification. People like to see results others have achieved with your product or service so get them in here. Try to get a minimum of 3. Preferably with a picture of the person giving the verification.

Lastly, have a closing argument as to why the. a person should opt/buy etc.  This could be info about it being a limited-time offer etc. Try to speed them up by opting in!