5 Elements of a High-Converting Landing Page
The quality of your landing page can make or break even your best offer.
My job is to make sure you understand the basics of a good landing page, so you can maximize your marketing efforts and optimize your sales funnel.
But before I get into it, let’s define what I mean by “landing page”.
“A landing page” is any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor’s information through that form.”
Typical landing pages you’re familiar with might ask you for an email address or other information, or may attempt to sell you a product or service.
A landing page is important for your business because it’s the main “hoop” a prospect must jump through before converting (whatever that “conversion” means for your business).
A good landing page leads to more conversions (i.e. more sales, more leads, more email addresses, etc.), while a bad landing page may repel prospects.
While there is no one-size-fits-all formula for the perfect landing page, there are certain elements that give your landing page the best chance of succeeding.
And that’s what we’ll cover today.
5 Elements of a High-Converting Landing Page
1. Strong Headline and Subheadline
The headline is the first thing people see when they visit your landing page. So, it’s one of the most important elements.
It’s your chance to engage prospects enough to stay on your page, and convince them to be persuaded by the rest of your content.
Different headlines work for different page and prospect goals, but here are some guidelines:
- Be specific
- Get to the point
- Focus on 1 thing your prospects believe to be desirable that you provide
- If possible, infuse a benefit and overcome an objection
- Make a promise (but make sure you can back it up)
Here are some examples of good headlines:
“Make 6 Figures from Webinars (Even if You’re Audience is “Too Small”)
“How to Rank on the First Page of Google (Even if You’re Not an “SEO Expert”)
“How to Make $1,000 from Your Side Business in Less Than 30 Days”
And the subheadlines you could use to describe them:
“Build Your Audience and Master the Game of Webinars”
“These Are the Secrets Google Doesn’t Want You to Know…”
“The Step-by-Step Guide for Creating a Profitable Side-Hustle”
2. State the Reader’s Problem
The opening paragraphs are designed to show the reader that they’re in the right place.
Right from the beginning, you need to hook them in and answer the “What’s in it for me?” question. This comes in the form of stating the main problem they’re facing.
This will get readers nodding their heads and relating to your content.
But you don’t want to just state to problem – you also need to agitate the problem. The key is to dig deep and really hit on the emotions behind it.
“You’ve seen your competitors raking in thousands of dollars a day from webinars. And they’re not the only ones. Every day, entrepreneurs are profiting. But you haven’t started yet…Maybe you question your public speaking ability, or you just don’t think you have a big enough audience. Whatever your reasons, what I’m about to tell you will change everything…”
3. Tell Them About Your Solution
You’ve just explained the problem and agitated it. Their desire for a solution is strong, and now you need to give it to them.
The key is to explain how it works on a basic level – almost like you’re explaining it to somebody who has no idea about your industry or what you’re talking about. You never want to assume that your readers know more than they actually do.
We’ve touched on this before, but the way to explain your solution is to tell them the “what”, but not the “how”. The “what” are the things you’ll do to get them the desired results. The “how” is what they get after they complete the desired action on the landing page (i.e. opting in, buying a product or service, etc.).
“Here’s what most people don’t know about creating a profitable webinar: the presentation matters more than the content. With these three exercises, you’ll be able to present like an absolute boss, even if you’re afraid of public speaking…”
4. Describe the benefits (Use Strong Bullet Points)
Once again, you really want to hit on the emotions of your prospect, and that’s what you do when you state the benefits (not to be confused with features).
Every feature of your product, service, or offering (hopefully) has a benefit tied in…or it probably wouldn’t be a necessary feature.
One of the best ways to list out the benefits is through strong bullet points.
Here’s an example:
Instead of “- Learn how to rank higher in search engines,” you’d say “-This one trick will propel you to the top of Google and help you capture leads over your competition.”
5. Social Proof
People don’t want to be the first person to try your product, service, or offering. They want to know that others have already tried it and had success.
This is the importance of social proof. Social proof can come in the form of before/after stories and in testimonials.
So, if your product/service has led to a dramatic change for one of your customers, get permission to tell their story on your landing page. The same goes for if customers have had success with your product or service.
There are specific questions to ask that can help you get the best testimonials from customers. For me, I ask these 6 questions from Copyblogger as a way to collect awesome testimonials:
1.) What was the obstacle in your mind that would have prevented you from buying this product?
2.) What did you find as a result of buying this product?
3.) What specific feature did you like most about this product?
4.) What would be 3 other benefits of this product?
5.) Would you recommend this product? If so, why?
6.) Is there anything you’d like to add?
These questions will help you get some great testimonials from customers.
There’s no perfect structure for a landing page – but by including these five elements, you’ll give your landing page the best chance of success.