I think we can all agree that landing pages work best when they are laser-focused.
When a visitor hits that page you want to give them the info they need quickly and then nudge them towards your conversion funnel.
Something I’ve noticed lately with landing pages (at least the good ones) is that they all have a hand-picked way of communicating. After looking at a handful of some of my favorite sites and companies I came up with 5 different strategies you can use to build your landing page copy, images and conversion strategy.
They are: Education, Emotion, Lifestyle, Features, and Social Proof.
One of my favorite blogs right now is Copyblogger. Their online resource center called my.copyblogger is a great tool for anyone who wants to learn marketing or copywriting whether you’re an expert or a beginner. This first landing page we’ll look at it is for their Content Marketing e-book series.
The landing page uses the Education frame. It is speaking to visitors who have most likely heard about content marketing but aren’t really sure what it is or where to start. The landing page sets out to teach and educate the visitors before attempting to convert them. This is important because if your visitors don’t know anything about your product or service, what makes you think they’ll want to buy?
How Copyblogger uses Education to sell:
- The sub-heading speaks directly to visitors who might not know what “Content Marketing” is. It speaks in terms they know and communicates the benefit of Content Marketing.
- A video. If you’re trying to teach someone something quickly and clearly, video is the easiest and most effective way to do so (especially an animated one).
- Your visitors are going to have some skepticism and pre-conceived notions about what you’re trying to sell them. Don’t avoid that skepticism; address it head on.
Nothing grabs a visitor’s attention quite like some strong emotion. Negative emotions tend to grab attention easier, but when you’re trying to get donations or volunteers with your landing page, you’ll probably want to go the more positive and inspiring route.
SightSavers is a non-profit organization that focuses on helping blind children. Their donation landing page appeals to the emotions of visitors in a few different ways:
- A large image of a happy mother and child. It’s a globally recognizable image. No matter what country you’re from, you are instantly filled with joy after seeing that image.
- The headline, although not very strong as far as headline writing standards go, is there to encourage visitors and make them feel good about what they’re about to do. Again, the page is encouraging user action with positive reinforcement.
- The final strategy SightSavers uses is transparency. By telling visitors where their money is going and how the organization is going to use it the visitor can feel confident in her donation.
Sometimes a landing page aims to target a very specific audience. Treehouse, an online video education resource, targets individuals interested in sharpening their technology, web and business skills. They provide courses for beginners and experts.
Their landing page goes a step further and targets young, working millennials who want to learn new skills during what little spare time they have. The landing page, very specifically, appeals to these types of people. Treehouse is shrinking their net a little, but in doing so they are speaking the language of their target customers.
- The woman at the top of the page appeals to this target market. An important thing to note about the image is that she is in a coffee shop which implies you can use Treehouse from anywhere.
- The next image is of a guy who is dressed similarly to the woman. He could be considered a hipster and he’s computing outdoors. Again they are playing to the “on the go” advantage of Treehouse as well as how hip and trendy the product is.
- At the bottom of the page is an important call-to-action. “Love your job”. Treehouse is guessing their target audience is comprised of people who are working but would like to be doing something else. That headline fits in nicely because by this point the visitor understands the product and just needs that final push into conversion.
Sometimes with products or services visitors just want to know what the thing does. Does it do what I need and how does it work?
Dropbox does a great job getting right to the point. They don’t over-complicate it, but give you more information if you really need it.
- A short mantra statement that tells the visitor what the purpose of this product is
- An easy call-to-action for those who’ve seen enough and just want to get started
- A long list of features with headings that say the exact benefit of using this product
5. Social Proof
Almost nothing converts better than word-of-mouth. But when you don’t have that, case studies and testimonials are the next best thing.
If you’re going the Social Proof route, you need to prove to visitors that you have plenty of pleased customers that have seen major results. This strategy requires a go-big-or-go-home mentality. The idea here is that if visitors see that your product has worked for others, it will work for them.
Neil Patel (QuickSprout and KISSmetrics) has built a name for himself by giving away his valuable experiential knowledge for free and the landing page for his own consulting services is no different.
- Show off logos of past or current clients – the more recognizable, the better
- Provide some real (or loosely real) data about a specific case study you worked on and how it benefited the client
- Add a testimonial (or two). Make sure it’s not too cheesy, but you want it to be effective. Get your client’s permission first of course.
No matter the strategy of your landing page, make sure it’s focused. Think about who your ideal customer is and then you’ll discover which approach is right for communicating with them.
Also, try mixing a few of these strategies. A landing page that aims to educate users but also presents the features of the product and its past success would do very well. Just be sure to always communicate clearly with your visitors.