A landing page is a web page dedicated to sharing your product, service or event with your potential customers.
Think of your landing page as your online sales person!
A small page, with a lead capture form usually used to offer a free gift such as a pdf download or free webinar signup, to capture email addresses and grow list.
Short Form Sales (aka Landing) Page
A medium sized page, usually used to advertise a lower value product, webinar or event.
Long Form Sales (aka Landing) Page
An extended page, usually used to advertise larger or more expensive products (approx over £1000 but it’s totally dependant on the product and your feelings), events, courses, or membership sites.
When writing your sales page, take a moment to really tune into your passion or what you’re offering, embrace the value of your service or product and allow that energy to infuse your words.
Your ideal customers have a problem or challenge and your product or service is designed to help them solve it. Your sales page needs to be written and designed in a way that helps them to understand what you are offering and how it will help them, to answer any questions they have and to relieve any doubts or anxieties.
Be you and be authentic! Your tone and writing style should reflect the voice of you and your brand. You’re not trying to manipulate anyone into buying something they don’t need – you are simply sharing something that you KNOW is of value.
It’s better to offer more information for a higher priced item. People are more likely to invest if there is more information available to quell any doubts, answer all their questions, and make them feel safe in their purchase.
Some of the elements that should be considered for your page:
- Headline – big, bold, and clear. Make them want to read more.
- Opening – outline the problem your product or service is designed to solve or relieve in terms that they will relate to. Works well as a list of questions: i.s. ‘Do you…?’, ‘Are you?’
- Intro – tell your audience about what you’re offering and how it helps solve the problem outlined in your opening.
- Credibility – who are you? What’s your background? Why should they trust you?
- Story – how did your product come to be? Why are you passionate about it? People love a story – make it relatable, always keeping in mind who your audience is.
- Details – explain in as much details as necessary all the elements of your product or service. More details helps put the potential customer’s mind at ease.
- Subheadings – break up text with subheadings to stop people aimlessly scrolling and help them find what they need
- Benefits – clearly list the benefits of your product or service.
- Testimonials – help stop buyer anxiety by showing them your product has worked for people before. Images and names help make testimonials more real!
- FAQs – answers your customer’s questions and help further ease any anxiety
- Offer – if people have come this far, then your product or service is calling to them. Make an offer they can’t refuse, explain what good value it is and reiterate everything they are getting for that investment!
- Satisfaction – Offering a satisfaction money-back guarantee helps to quell any lingering doubts your potential customer may have about investing in your product or service.
- CTA – your Call to Action should be bold and clear, guiding people what to do next, whether it is a lead capture form that lets them know once they enter their email address they will get their free download, a form that allows them to apply for a programme, or a button that allows them to buy your product now.
Design is a massive element in marketing and sales, but design should always support content, not the other way around. Make sure your design doesn’t overwhelm or detract from your content.
That doesn’t mean your design can’t be beautiful! Long gone are the days of red arrows and ugly yellow block text!
We can still achieve the same results of drawing people in, keeping their attention, and guiding them down the page to the CTA with beautiful design elements.
Design can be aligned with your branding to create strong and recognisable brand consistency.
Quick Design Tips:
- Large Font
- Short Paragraphs
- Big Line Spacing
- Include lists, quotes, highlight boxes, subheadings, images
Mix it Up!