Tired of not getting any conversions from your landing page?
That’s because these drag and drop landing page builders do not show you the critical components to create a landing page that converts.
A lot of people actually miss the point of what landing pages are supposed to do. The entire point of a landing page is really simple.
It helps to solve a problem.
If you can make your visitors believe that you can solve their problem, then you will get leads and sales through your landing page.
In truth, a lot of website owners ignore this problem, mostly because they don’t know exactly what to do about it. But ignoring an ineffective landing page is a lot like ignoring a fuel-leak in your vehicle.
Not only is it making your system less-efficient, but it is also actually costing you money through wasted time, effort, and ad spend If you want to live the lifestyle you’ve always wanted, you need this part of the puzzle to fit. You need this cog to work effectively.
This is the engine of your machine… and you are responsible for getting it on track.
So today, I’m going to show you how a real, functional, effective landing page is constructed… the right headline formula, the right web-copy, call to actions, the biggest landing page mistake you need to avoid, and more.
What is a Landing Page and How Does It Work?
A landing page is a single-button page on your website that is crafted to generate one specific response from visitors. It is, quite simply, a web page specifically designed as the ‘landing place’ for new web visitors, and is designed to elicit a reaction (usually in the form of a call-to-action button push) from visitors who view your website.
It is a little old-school, all the best copywriting books are, since it was written in the 1940s… but it is packed with knowledge that transfers 100% to our world today, mostly because the principles are founded in the psychology behind sales and headlines.
Before you build your page, you need to understand what makes a successful landing page work. Successful landing pages use 4 core zones that work together to maximize conversions.
You have to know how to design your page to make full use of these 4 zones. You also have to know what words to use to really bring everything together for potential customers.
An effective landing page follows a certain format to convert successfully. Check this out...
The question, of course, is this…
How do you create a high-converting landing page? How do you make your content pop and compel customers to click-through and buy?
As I stated earlier, there are 4 important zones in every landing page that you must get right if you want it to convert. So let’s talk about them.
#1… Create The Headline
You have 6-seconds to capture your visitors attention.
When visitors aren’t hooked immediately by the headline, can you really expect them to read the first sentence of your page, much less all of the sections that follow?
Remember how I started this post with a question that seemed to scratch your itch a bit?
“Tired of not getting any conversions from your landing page?”
In your head, you were probably thinking “hell yeah I’m tired of that!”
And that question made you want to read further. You wanted to know if I could actually help you to solve your problem!
Well, your audience is a lot like you! They need someone to scratch their itch and make them think… “Man, this guy is reading my mind!”
In this headline style, you start out by clearly stating the problem that they’ve been experiencing. Then, you quickly follow this up by presenting them with a solution.
The basic idea is to say it like this.
Tired of (insert their biggest problem here)? Well, I’ve got a (insert your offer here) that will teach you how to (the solution to their problem).
I have a landing page headline that goes:
“Are you struggling with driving traffic using Facebook ads? My FREE case study will show the EXACT ad I use to generate 14,000 leads online!”
See what I mean?
When you state the problem in your content, you give your audience the chance to identify with it. If they are not having that problem, obviously they are not your target customer.
But if they are your target customer, you must position yourself as THE BEST PERSON to help them solve their problem. And you must position your offer as THE BEST SOLUTION to help them do it!
Get Specific Results in Your Headline
People don’t just want results. They want specific results. They don’t just want to know that they can lose weight, clear up their skin, or build muscle. They want to know how long the results are going to take.
In short, people love specifics. They love hard numbers, and they want to believe that their target is within easy reach.
So don’t just tell them that your product will help them to lose twenty pounds. Instead, tell them that your product will help them to lose 1 POUND of Belly Fat Every 72 Hours!
Like this landing page example
Of course, you need to be ethical and realistic. So maintain your reputation while also delivering specific numbers. This is part of the magic formula that will help you create a landing page that gets results!
Specific Result Without Giving Something Up
An alternate ‘specific results’ framework that you can use involves pitching a headline that contains the promise of a specific result that doesn’t require you to give something up.
This framework is kind of like the “specific result” style, but with a different twist. In this approach, you actually use the incentive of showing your customers how they can ‘achieve their goal while avoiding sacrificing something that they love’ to bolster the value of your product.
How would you like to lose weight without giving up pizza?
What if you could stay fit without giving up potato chips?
I think all of us can identify with dreams like these! We want awesome results, but the deal is even sweeter if we can avoid giving up something we love!
The idea behind this is that it makes their problem seem easier to solve. This is very important, because people are naturally drawn to the easiest possible way to get what they want!
#2… Landing Page Design and Imagery
Your landing page needs dynamic, relevant imagery to grab visitor attention. This is the second super-important zone to get right!
The imagery may not technically be quite as important as the wording or the headline, but it certainly adds to the effect. It is a crucial part of the process of increasing visitor conversion.
One great idea for images is to use images of your products. The cover of your book or DVD are awesome ideas to start with. A professional head-shot of you, the person offering the product, is also a great way to drive everything home.
Just get a professional image up there! Your visitors are visual people, and it will feel weird to them if there are no images to look at.
As far as specifics go, there are three vital elements to consider when choosing an image:
The Image Itself
You want your image to be simple, but catchy. You want it to draw attention to your landing page without distracting from it. If you are promoting an eBook, then include the book cover.
If you are the face of your product (which is usually the case with services like coaching or consultation), then put a professional headshot of yourself on the site.
A key word here is professional. A bad image will distract your visitors and take away from the page, so make sure that your image compliments the purpose of your landing page without taking away from it.
Landing Page Color Theme
Don’t go too crazy with colors. You generally want a color scheme that is simple and toned down. Look for the colors that really resonate with your brand… colors that you feel good about.
I tend to use more whites, blues, and natural colors on my landing pages. You don’t want your page to be distracting. You want to focus on the purpose, the offer, and on the customer taking action!
Not the colors!
As with colors, stick to a simple landing page design. Take a look at my page.
At this point in my career, I have learned to keep things simple. I stay away from needless flashiness or rediculous images/fonts/colors.
It is a simple white-on-black design, with a plain white background. For an image, I use a book cover. There is an orange call-to-action button at the bottom, which is the color that I use for the buttons on all of my pages.
#3… Copy - Quotes, Bullet Points, Testimonials, Etc.
The website copy… aka, the ‘written wording on the page,’ is the third vital zone to get right if you want a winning landing page.
On my previous landing page, I used a quote and a quick 2-sentence blurb as the main content to describe my offer. But I changed this up after a while. I turned the blurb into bullet points, just to see which one would end up working better.
Note: Testing is actually really important, and we will get to that in just a minute!
Basically, the body of your landing page should consist of the answers to the question “what’s in it for me?”
Your visitors are going to want to know exactly why they should bother sticking around… so get to the point as quickly as possible.
You want to be concise, but you also have to know when to elaborate on the information you just unloaded in the headline.
A 2-sentence blurb or bullet points could both work, so you don’t have to get hung up on one or the other. The main thing to keep in mind is that you need to support your claims, and show your audience what is in it for them.
As long as you do these things and supply a compelling offer, you will start converting with a much higher success rate!
Whether you use bullet points or go for the 2-liner blurb, just be sure to support your claims and to reassure your customers that it’s really all about them.
Focus on them and what they can get from your offer.
Don’t Forget to Put Testimonials in Your Landing Page
How do you demonstrate that you’re for real? How do you show them that you are legitimate, and that your product is worth their hard-earned money?
Easy. Give them proof! Create a landing page with testimonials!
I tend to put the testimonials part right down below the call-to-action button. This still allows your headline, bullets, imagery, and button to live above the fold, so your customers will still be able to see them right away.
Your first step is to hook your audience. But then, you have to sell them… and testimonials can help with this step!
One awesome formula that I have found for testimonials is to do this.
Place your testimonials below your headline, bullet points, imagery, and offer button. Then, repeat your headline, bullets, imagery, and offer button again down below the testimonials.
This allows your visitors to scroll down easily without making them feel lost in the up-and-down motion of viewing your page.
Need some testimonials to get the ball rolling? Consider letting a dozen of your friends try your product for free, and then ask them to write honest customer reviews about it!
#4… The Call to Action Button
This is the fourth important zone of your landing page.
Do not EVER forget this crucial part of your conversion system! It may not be quite as important as the offer itself, the headline, or the bullet points, but it is one of the most misunderstood elements of any landing page! And yet, it must be correct if you want to maximize conversions.
The call-to-action button is basically the button that visitors click so they can get their free gift, to opt-in to your deal, to buy, etc.
It is very important to keep your call-to-action buttons the same color.
You don’t want your customers getting confused and thinking they are on a different site when a new page or popup loads.
It might seem like a small detail, but it is a vital element to get right if you want to maximize sales and/or leads through your landing page with any consistency!
Consistency is the key word here!
I used to lose sales on my page by using a different color on one of my upsell buttons. Once i realized what was happening, I switched the color back… and that fixed the issue.
The Biggest Landing Page Mistake You Must Avoid
I mentioned earlier that I did a test on my landing page. Well, as it turns out, building your landing page is really only the first phase of the process. A lot of website owners actually skip this second part… and miss out on huge numbers of sales because of it!
Do not EVER assume that your first idea is going to be the best possible idea for your landing page.
The real progress starts to happen when you start testing your landing page.
If we break up your landing page into 5 of the most fundamental elements, it would look like this.
This is also the order that you want to test your elements in.
This is called a ‘split test.’ It is very important that you set up your landing page and leave it alone during a split test. DO NOT tweak things on a daily basis while testing! You need concrete numbers to show you what is working and what is not!
First, Create the most dynamic landing page you have the ability to create.
Then, after giving it some time and logging in some numbers, move on to step 2 and start experimenting with it by changing only one element.
Split testing is a blend of creative artistry and spreadsheet formula… mixed together to create fantastic results. I have many posts on how to split test the right way.
Do you want to finally start making money and selling products through your sales funnel? If so, then you need to make sure that your landing page is converting cold-traffic into sales. It’s one thing to gather email addresses in exchange for a free offer…
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Miles is a full time internet marketer who sells information products and a niche membership program with his wife, Melanie. Together they have created a lifestyle business that allows them true location independence and this blog where you get to see behind the scenes and see how they have built their online business from scratch.