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Step-by-Step Guide To High-Conversion Landing Pages

Landing Pages vs. Home Pages. What’s the Difference?

Landing Pages

Landing pages bring people who don’t already know your business out of hiding. They educate, introduce your product or service, qualify leads, and use a call-to-action to invoke further action in response to your offer. 

Landing pages typically do not include site navigation or other elements that might take a user away from the conversion path. Since they are specific and make the case to take a certain action, landing pages are perfect advertising endpoints.

Home Pages

Home pages are designed for people that already know something about your business. They may also serve as abbreviated landing pages. Home pages usually don’t try to make the full case for your offer, but they may present a summary, and often act as a way-finding or launch point for visitors with varying interests. Visitors not familiar with your business can learn more clicking through to your posts or landing pages.

How to Launch Landing and Home Pages Quickly

  • Use the checklist below as a rough framework.  Instead of starting with the dreaded “blank canvas”, use the framework to understand what page elements to include, where they fit, and what they should do.  The guide is meant as a starting point; there’s no single “right” answer. You just have to create and test to find out what works for YOU.
  • Use the right tools to quickly build pages, capture leads, and track conversions.  LeadPages, Unbounce, and InstaPage are all valid solutions, but they are relatively expensive and showing their age. We’ve switched over to the combination of Elementor to build landing pages, plus Convert Pro or Popup Maker to create forms. Low cost and effective.

Step-by-step Guide

Use this guide to create an effective home or landing page that can be deployed quickly, has a structured but flexible flow, and hits both rational and emotional points that help sell your offer. (Home pages will likely condense these steps or move them to other pages.)

 Step 1: Start at the END. What action do you want the visitor to take?

    • Refine the exact language and action. The action might be buy a product, make an appointment, opt-in to a list, download a guide, etc.

    • If there’s a secondary pre-sale CTA, like “download our white paper”, the wording and the value of that lead magnet must be strong.
    • Make the button text compelling too. “Submit” is very weak. 
    • Use contrasting colors
    • Forms should be simple and clean, briefly state the CTA, give an indication of what happens next, and work smoothly on mobile devices
  • In the actual layout, this section appears near the bottom of the page, after testimonials, near the guarantee. A variation usually appears at the top of the page, near the headline, subheading, and image.

Step 2: Continue at the BEGINNING, with a killer headline and benefit list

    • Big killer headline. This is the value proposition. Concisely explain the product or service and its value. The headline, subheading, and call-to-action button work together
    • A persuasive subheading might be needed to expand on the headline
    • What are the most vital things visitors need to know right now?
  • What are the major benefits?

Step 3: Image or video

    • Big relevant Image to that shows the product or supports the service.
    • Explainer video also works well in place of the image.
    • Could be combined with the headline side-by-side, or as a full-width hero image behind the headline.
  • Sliders generally suck for conversion — avoid.

Everything above this line should appear above the fold. The goal is to briefly explain the offer and highlight key benefits



Step 4: How this offer solves a problem and leads to a beneficial outcome

    • Teaser of the content visitors can get
    • If you’re the kind of person . . . (qualify the audience)
    • Problem that will be solved
  • Outcome that will be achieved

Step 5: What’s different about this offer? Pain, pleasure, and objection points

    • What’s different about this offer? Expand on the value proposition.
    • Bring on the pain! Highlight the problem or frustration visitors feel
    • Bring on the pleasure! What positive emotional feelings does this offer provide? For example: freedom, relief, joy, respect, trendiness, security, vibrancy, calmness, fulfillment, acceptance, appreciation, recognition, honor, compensation, admiration, etc.
  • Anticipate and counter fears and objections

Step 6: Testimonials and case studies

    • Use full names and photos of testimonial authors to enhance credibility
    • Or, video testimonials
    • Can be sourced from existing reviews
  • Bring out the real evidence of success

Step 7: Risk reversal or guarantee

    • Simplest form of risk reversal is the money-back guarantee.
    • Make it stronger by guaranteeing a certain level of service, a certain outcome etc.
  • Consider lengthening the guarantee. Long durations typically result in fewer claims and more buyer confidence

Step 8: What does the buyer get?

  • List exactly what the buyer receives, using whatever media is appropriate

Step 9: Social proof and trust elements

    • Mention any media coverage, brand-name users, number of users, credentials, associations, etc.
    • Use logos of recognized brands, associations, organizations, etc
    • Security seals and credit card logos
  • Contact points: chat, email, phone number, physical address, booking app, etc.

References

http://blog.crazyegg.com/2014/10/07/landing-page-essentials/
https://thrivethemes.com/why-sliders-suck/
https://drive.google.com/file/d/0B1SSl7G8fjm8QlBSU3ZmcDRQWnc/view?usp=sharing
https://thrivethemes.com/leads/
https://www.quicksprout.com/2013/10/17/the-anatomy-of-a-high-converting-landing-page/
http://marketingland.com/your-homepage-is-the-landing-page-65502

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