Reading Time: 3 minutes
Hi there! Welcome to landing pages 101.
Making a good and converting landing page isn’t the most demanding job on marketing, but it does take work. It’s not all about the looks and design, but also about creating a smooth experience for the customers to lead them to convert – our number one goal.
Besides, I believe that the best landing page ever made has not been invented yet (is this even possible?). At the same time, I also think that it will be helpful to identify patterns in the ones that already exist and worked well to get there and, ultimately, to be able to give the user what he/she wants.
So, shall we?
The dissection of a great landing page
How can you demystify the process and unleash your landing page to the amazement of the watching world?
This is the part when you ask: what does it mean “worked well”?
Well, a landing page works well when it finds alignment with the intention for which it was created. Usually, that intention is conversion (a product purchase, a meeting appointment, or a website registration). Less commonly, there are also landing pages aimed at generating awareness of a new product or a new service.
Simultaneously, because landing pages are linked to the marketing funnel’s final stage, all of them have in common the following: only one exit point and preferably no escape points.
And this is where conversion’s best friends come in – the famous CTA’s buttons, aligned with the Call to Value (CTV).
CTA vs. CTV
“Sign up! Register Now! Start now! Start for free! Buy now!”
Yes, they are super important because they simply guide the user and indicate the next step.
“Great! You’ve made it this far. Now register” It sounds simple…
Even after reading the landing page’s copy with a super value proposition, the user does not recognize the value of the product or service to take the next step, or…
We are facing a stubborn person who may not like “imperative” copy.
We can call into question the CTA, and instead of emphasizing the order, we can highlight the value that comes from taking the next step. This usually brings even more power to the value proposition.
Imagine you’re accessing a landing page from an SEM (Search Engine Marketing) consultant. What’s more appealing?
CTA: Buy our advertising services.
CTV: Increase your ROI.
CTA: Start now for free!
CTV: First call is free.
I think I’ll bet for the second option in both hypotheses. 😉 It’s always nice to keep the Call to Value up to 4 words maximum. It will fit your button, and it’s not too fancy.
And what if that doesn’t work?
If you still meet someone even more stubborn, you can: firstly, identify what their biggest objection is. Secondly, add a few words to your CTV in response to their objection – not their protest to buy your product, but their objection to click the button.
Let’s see it in two different examples, with two different components.
Button: Start free!
Stubborn person: I bet it asks for my credit card.
You: Start free! No credit card required.
Button: Try it now!
Stubborn person: I don’t have time.
You: Try it in just 5 minutes.
Besides, if he or she is even more stubborn, send him or her our Angry Stash of marketing, biz-dev, design, and software development tools to see if he or she relaxes a little bit. There you’ll find our selection tools for building landing pages, nice analytics solutions to understand your users’ behavior in your website or landing page, or even integration software for you to have a 360 view on your digital marketing strategy.
Further tips to a good landing page
Suppose your landing page aims for a form conversion or platform registration. In that case, you can apply one more practice to ease the process: pair the capture of the user’s email with the Call to Value and make registration even more effortless. This practice helps reduce the steps needed on the next screen and reduce the vanishing point.
Personally, I like to see minimalist landing pages in the sense that they have a clear copy and a visible CTV button, both focused on the value proposition of the product or service being presented. No super dynamic images or fancy words.
An excellent exercise to validate this straightforwardness would be to ask yourself as you read your landing page: “Would this help me sell if I met the customer in person?”. If not, clean it up.
Moreover, remember that the goal is conversion, so try to make taking the next step easier by repeating your call to action or call to value a second time. You can try something distinctive and measure the results with an A/B testing between both buttons.
This time you can try another Call to Value copy or just remind the user why they are clicking. By reusing the SEM consulting business example, you can try to place your second button above or below your testimonials section to increase social proof.
If you are interested in digital marketing and are looking for great content related to landing pages, conversion, and copywriting, I recommend you check out Harry’s Marketing Examples, where you can find a directory of small digital marketing use cases applied to actual factual circumstances, and read our blog post about our original website/landing page creator.