When you’re ready to launch a new product, you’re pretty excited. You’ve been living and breathing this for a long time. You want everyone to love it as much as you do.
But how can you share that excitement? And how do you get others excited too?
The formula for effective landing pages is actually pretty simple.
1. Fascinating headline
Something that makes them stop and take a second look. Pull them in with a headline that seems strange, such as Marketing Lessons From My Cat. Or, try the curiosity approach: Celebrities: See Them Bare All (thank you Bill Jayme), or those “one weird old tip” ads.
2. Bond with your readers
Show them you understand their problems. “Have you ever struggled with….?” “When my computer broke…” If you had a problem (and solved it), talk about how frustrated you were, and your joy when you discovered the solution.
3. Offer solutions
Remember that problem you had in step two? Tell them what happened when you fixed it. How you saved time. Or earned more money. Or got more sales on your web site. Have a specific audience in mind. Don’t write a job search guide for everyone, create one for older workers looking for a new job.
4. Prove it works
Get some testimonials. Make them easy to spot in your copy (bold or quote). Add photos if you can. Or, highlight how many other people have already used your product (if it’s not new).
5. Ask for the sale
Don’t be shy. Ask straight out. Make it absolutely clear what you want people to do. Call. Click here. Fill out this form. Use a big button that’s easy to see and stands out from the rest of the page. The harder it is (the more friction) the fewer sales. There’s a reason why paypal and amazon buttons are bright orange.
P.S. This works in print too. Shhh, don’t tell the online marketers.
Good points. I wonder if you would attack a review type page the same way. We are trying to build my daughters site up. It is mainly reviews for piano (related). It’s a bit new to us. We’ve put the about me as the homepage as sort of a warming up. I love the ideas of testimonials. We will implement on some the pages.
Any help is appreciated.
A review page is a different problem – people want information. Is the product any good? How well does it work? Is it durable/attractive/worth the money (depending on what it is). Why do you like it (what are its flaws?), etc. etc.