A landing page is a stand-alone page where people land on usually from an ad or email or post on social media.
The purpose of a landing page is for someone to focus on one specific goal and TAKE action. Your offer should be very clear so the potential customer is not confused and you could also measure how effective the landing page design is.
You should have a landing page for every campaign or lead-magnet or even every single offer that you have.
When you’re creating a landing page, you’re writing the content for one type of reader that has a specific job-to-be-done. The reader is the hero so the content should be about that one person.
Your value proposition is very important
The most important thing on your landing page that would make your visitor choose you over your competitor is your value proposition.
What is a value proposition? The value proposition is not your pricing nor features nor your solution. It’s the promise you make to your customer, the one thing that separates you from everyone else, the most valuable outcome and the result your customer will get. The value proposition is about your customer and their values.
How do you identify your value proposition? You can do that in three steps:
- What is the biggest pain or problem your potential customer is facing?
- What are the benefits your solution has to help solving the problem?
- What is the value of each of the benefits? What pain will they eliminate? (One value can be confidence)
How do you plan your landing page design?
When you plan the landing page in the right way you can measure the results because you know what your goal is and what the audience was by looking at the analytics so you can identify the potential problems in conversions.
As stated before, your landing page should only have ONE GOAL — for example: sign-up to newsletter, book a call, register for a webinar, request a demo, enroll in a course, buy a template etc.
If your landing page is about booking a call. You won’t ask the visitors to download any resources nor sign-up for your newsletter nor direct them away from the landing page to your website or your social media.
Your landing page should be designed with only ONE PERSON in mind that’s going to value everything you deliver. That one person will get the most value out of what you have to offer.
You have to go beyond gender, age, geo, device etc so you can understand that person’s pains, hesitations, concerns. What exactly is the pain you are going to solve for that person?
People are not buying products or features but solutions to their problems. One example that quickly comes to my mind is a person that wants to hang a painting on the wall. They don’t want the tools or processes to hang the painting but the end result: they want to see the painting on the wall.
Once you know who you speak to, it’s easy to know exactly what content (imagery, copy etc) to put on your page and how to design your landing page. It’s easier to write content once you know your customers’ pains and emotions.
When designing the landing page you have to consider the following elements:
- Page header — sometimes called as above-the-fold section — that contains:
- Headline – the desired outcome
- Sub-headline – how will that happen
- Bullet points – what you’ll get
- Hero image
- Call-To-Action (CTA)
- The story — explain the WHY starting with the pain, empathizing with your one person (Pain-Agitation-Solution)
- Call-To-Action
- Social proof like testimonials, reviews, certifications and everything-in-between to increase trust
- About you, how can you serve your one person and why are you the best fit
- Final Call-To-Action
Where do you start when designing your landing page?
It’s simple, just google ‘best landing page examples’ and you will find websites such as https://unbounce.com/landing-page-examples/best-landing-page-examples/ or https://www.crazyegg.com/blog/30-landing-page-examples-to-steal-from/ and many others. Get inspired by the best and adapt.