To help you start, we want to suggest an easy template to develop awesome landing pages. We will divide the page into sections which will help suggesting the landing page as a template that can be easily developed with ease. The Sections are :
- Headline & Subheadline – What value are you providing?
- Main Selling Points – The Benefits
- The Picture – The Connector
- Urgency Factor – The Push a.k.a call to action
- The Form – The desired action
We are assuming you have done your background study of your customer and message that is going to make sense to him which we have covered in our previous blog ‘Improve Online sales with Landing Page optimization’.
We would suggest you to read the same to understand the strategic input requirements for landing page whereas the present blog is a further expansion of the operational issues of developing an awesome Landing page.
We would like to suggest you to first collect information within these parameters :
1. Target only one kind of Visitor in your mind
2. What problem are you going to solve for this customer
3. How are your service / product different from others
4. What are the Benefits of your Service / product to the visitor
5. Why should the customer buy from you (or listen to you)
6. What can you tell him that can make him take action NOW?
STEP 1 : SHOUT AT THE TOP OF YOUR VOICE – “THE HEADLINE”
Headline should announce the solution the way customer would value the most and not in terms of what product/service that you can provide.
The Solution should be told in such a way that it would help a customer become a better person.
Eg. :
Services :
Providing English speaking Course
Solutions :
Helping Students with confident English Speaking infront of anyone
Heading
(depending on the target segment)
Heading 1: NOW, Impress more girls with your confident speech OR
Heading 2: Crack your next job interview with your confident speech OR
Heading 3: Connect with your audience, Leave them wanting more OR
Heading 4: Tap into your Hidden public Speaking Confidence OR
STEP 2 : BULLET THE BENEFITS – “THE BENEFITS”
Much is spoken about the difference between features and benefits, and incase you are interested in understanding the same again, you can do the same at the blog “Benefits vs. Features: The Crucial Key to Selling Your Product”. So, it’s clear now that we need to highlight and not the features of the service / product.
In its simplicity features are statements and facts that make you different, whereas benefits are aspects what audience can accomplish by using the product.
The Benefits should highlight the points that are more meaningful for an audience and not the features what company feels will be more appropriate for the customer that will lead him to satisfaction.
You can warm up the customer for immediate purchase by showcasing the exact benefits that they can reap.
As in Previous Example :
Features :
Best Faculty, Online Classes, Small Groups, Group with Peers at the same level
Benefits :
- Learn at your speed and not at faculty’s lecture delivery speed
- Learn at any time of the day, i.e. when you are feeling at your best.
- Learning not only from teacher but from your peers as well.
- You like helping! help your peers and earn points
STEP 3 : LET YOUR PICTURE SAY THOUSAND WORDS – “PICTURES”
Be careful here, if targeted people are entering this page by clicking on an online advertisement, make sure that the display Ad picture is either same as the Landing Page picture or part of the Landing Page Picture. Any things different might confuse the visitor to think he has landed the wrong place.
Apart from the picture, the Colour theme and usage of words and terms on the landing page should be same as the display advertisement used. In case of any mismatch your audience will exit immediately and you will waste your advertising dollars.
Example :
As is the mistake shown in the example below, there is no relation of the Ad with respect to where it is taking the visitor to i.e. landing page.
Online Advertisement
Landing Page after clicking on the above Ad
STEP 4 : LIGHTS, CAMERA, ACTION – “CALL TO ACTION”
Anything that can prompt a person to ACT NOW can be categories into this aspect. Not only the motivating message but also the communication on the button qualify for the same. The message should be simple to follow and should be able to inform about the benefit in acting faster or before a particular time period.
STEP 5 : TELL ME MORE ABOUT YOU, BABY – “FORM”
The main objective of the form should be take information of the person who is downloading the stuff. Ideally we would like to know everything under the sun about people who are converting but unfortunately asking too many questions are a very big turn off. So, as a rule-of-thumb, ask only the next step of information in the series of informations.
Revealing too much is a pain and people will weigh it against the gain they are suppose to get. Whenever they will feel that the gain is lesser than the pain of revealing, they will not act on the desired outcome.
You can start by asking them their Name and Email ID with which you have an opportunity of contacting them again to converse further.
With all these elements in place, now you have awesome landing page relevant to your target segment ready to entice them to take the desired action and that shall lead both of you to gain in the process. The Customer gains the information or the service and you an opportunity to take your relationship further.