Is your landing page falling flat? Maybe it has a great design but isn’t bringing you new subscribers, the quality of subscribers you want or at a cost that is acceptable?
By making a few simple tweaks to your landing page, you can start getting more conversions with better prospects at a lower cost.
Here are 8 items your landing page needs to get the job the done:
- Congruent to the ad (image/headline)
When you’re running ads from Facebook, LinkedIn, Instagram or any other platform, you want to make sure that the landing page feels like an extension of the ad your audience clicked on to get there. If there is a disconnect between what they think they’re getting and what you actually give them, they will feel confused and often times “cheated” and will leave the page without opting in.
A way to avoid losing the prospect is to make sure that the content lines up. When testing multiple images, use a neutral background for the landing page until there is an obvious winner in the ad set. Then use that image as the background of the landing page.
But the image isn’t the ONLY important factor in regards to congruency. Your main message should be consistent from ad to landing page. Your ad should tap into the pain they have and the solution you’ll provide and the landing page should be that solution you said you’d give them. Here’s a quick example…
Ad Copy:
Attention Business Owners…
Are you looking to sign bigger clients faster withOUT having to constantly cold-call, cold-email and attend stuffy networking events?
Discover how to EASILY attract and sign 5 & 6-figure deals even if you don’t have a huge marketing budget.
Click here to get all of the details – link to your landing page
Landing Page Copy:
Attention Business Owners…
Discover How to EASILY Attract and Sign 5 & 6-Figure Clients in the Next 30 Days Even If You Don’t Have a Huge Marketing Budget
(without cold-calling, cold-emailing or attending networking events!)
Ad Message Match!
Congruency forms trust between you and your prospect. You said you could help them and now you’re following through by providing them a solution to a problem they have.
- Address the target audience in the pre-headline
Whether your prospect is coming from an ad, a google search, a referral, social media, etc. you’ll want to make sure that when they get to the landing page, they know they’re in the right place. By addressing them at the top of the page, they’ll know in the first 3 seconds that the rest of the content was created specifically for them.
A simple way to do this is by using the following formula at the top of your landing page:
TEMPLATE – Attention (target audience) who want to (outcome they want)
- Compelling, benefit-forward headline
For most people, this is the trickiest part of the whole process. Executing a successful headline starts way before you ever write a word of copy. If you want to create an irresistible offer that your audience is powerless to resist, you need to make sure that you know exactly what they want. You have to know what their emotional hot buttons are, what they’re struggling with and the specific outcome they are yearning for. That starts with research.
When you thoroughly research both your ideal client and your competitors, your headlines will all but write themselves. Once you have a crystal clear understanding of who you’re trying to reach, what they want, what the competitors are and AREN’T doing, you’ll be able to dump that information into one of the following headline templates.
TEMPLATE –
How to ________, __________, and _________, even if you don’t _________.
How to ________ in as little as the next ___ days/weeks, withOUT ______, ______, or _______.
PRO TIPS: Be sure to include…
- The ultimate transformation they want to achieve
- A time frame in which they’ll see the results
- What they want to avoid
- What it is/How to take the next step – sub-headline
People don’t just need to be told what to do, they want to. Underneath the headline, utilize this space to tell them what medium you’re using to give them the solution they’re seeking + how to get it. Use the template below:
TEMPLATE –
FREE (checklist/video/guide) reveals all! Click the button below to get instant access.
- Exciting call to action button (above the fold) (try to use a color that isn’t anywhere else on the page)
Like everything else we’ve talked about so far, it’s best to make the button about them. The button should be the big standout on your page, so you want to make sure the copy on it is enticing.
Try testing different phrases to see what your audience responds to. A few examples:
- YES! I want to (outcome)!
- Show Me How!
- YES! I’m Ready to (outcome)
PRO TIPS:
- Put the button above the fold. This just means that any visitor on your page will see the button without having to scroll.
- Make sure it’s above the fold for desktop AND mobile. Roughly 50% of your traffic will come from mobile, so you want to make sure you’re catching their attention if they don’t scroll.
- Make the button a color that doesn’t appear anywhere else on the page so that it stands out.
- Outcome-based bullets (why should they download?)
If your headline and button haven’t hooked them, it’s up to the bullets to drive it home. In order to successfully WOW your audience and really push them over the edge, your buttons need to create intrigue and overcome objections.
Here’s a quick example of how to do each of those things:
Create intrigue
- The secret African fruit that instantly boosts fertility NATURALLY and how you can get access to it
(If you’re a woman who has been struggling with infertility and doesn’t want to resort to IVF, medications or other costly treatments, a natural method that you haven’t heard about before is going to catch your eye)
Overcoming Objections
- How to eliminate thousands of dollars of debt, even if you’ve tried consolidating or other debt relief programs in the past
(If you’re up to your eyeballs in debt and have tried other programs that haven’t worked, this will speak to you)
For a simple landing page, 3-5 bullet points are usually sufficient to woo your prospect into giving you their contact info.
- Trust Badges (As Seen On)
Being recognized as an expert is a great way to instill confidence in your prospect that you are a credible source and the solution you’re offering will work. If you or your work has been featured in any publications, you’ll want to post those logos somewhere on the page.
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- Social Proof (testimonials/reviews)
The trust badges above are included to show your credibility, but adding testimonials show that you also have a good track record. You’re not just smoke and mirrors, you get results and there are people willing to share about them on your behalf.
PRO TIP: There is a difference between testimonials and reviews.
Testimonials are usually longer, results-specific excerpts that were either crafted by you and signed off on by your clients or something you asked them to create for you. They are beneficial in case studies, landing and sales pages, emails and more.
Reviews are (typically) organic feedback that your customers or clients submit on their own. They can be left on your social media pages, google, website, etc. and are typically more “experienced” based.
So which one should you use? You can use either, however, having a mix is always a good idea. Occasionally, people will question whether or not testimonials are real. (We know YOU would never make one up, but others have.) You can combat this by using real pictures, first and last names, website links, city or states, etc. to provide more credibility to your testimonials.
**Adding screenshots of real reviews eliminates doubt in your prospect’s mind because they’re seeing a real, tangible shout-out.
Crafting a high-converting landing page isn’t difficult if you know exactly what it is that you need to include. As long as you have a good understanding of your audience, and offer that they WANT, it’s easy to just pop those pieces of information into the template and start generating leads quickly and easily.
Not sure why your landing page isn’t getting results? Could be the wrong headline? Could it be weak bullet points? Get expert help. Click here to book your ROI Strategy Session and discover how we can help you get the landing page you need to grow your business.