If you have a website for your business and want it to convert as many people into customers as possible, this guide is for you.
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This is going to be loaded with strategy used by the best companies in the world so make sure you like or save it so you can come back to it. First things first; there’s two aspects to a landing page: what’s immediately visible (above the fold) and what the user scrolls down to see (below the fold). If we start above the fold, someone who’s not paying much attention and skim reading, should be able to summarise what’s on offer. Here’s my formula for best results.
1. TITLE
Your value proposition — explain the value you provide.
2. SUBTITLE
Explain generally how you create this value.
3. VISUALS
Let the viewer see the value.
4. SOCIAL PROOF
You're likely a drop in the ocean so you need to make it believable.
5. CALLS TO ACTION
Taking the next step should be straight forward, so make sure.
There’s a million ways to write awesome titles. We’ll focus on three.
1. Explain what it is, that you do.
If your product or service is truly unique all you have to do is explain what you do as simply as possible, in as few words as possible.
2. Hooks.
…I’m not referring to typical exaggerated TikTok “hooks”. Considering the fact that most products or services aren't actually unique, a hook can add an angle. It's easy to write a good commercial hook when you simply tackle your customer's biggest objection.
3. If you're really the best, you'll know exactly why — so flex a little.
While certainly not as common, some businesses are next-level and can be beyond hooks. In these circumstances you need to own your corner of the industry and really be dogmatic if your business is truly THE solution to the customer's problem. Like Netflix.
This is where you need to get more specific. Start to introduce the product or service. Elaborate on how it creates the stated value for the potential customer. Substantiate your claim.
Think of the hero area of car manufacturers website. It shows the car in all of its glory doesn't it? It's for a reason. We're all visual creatures and you need to be as close to real life as possible. Illustrations are okay but not nearly as effective as showing your product or service in action.
Social proof above the fold and near your titles adds strong substantiation and credibility to your value claims.
Again, some companies reputations have helped them transcend the need for social proof above the fold and they simply focus on the product or service but in most cases a dash of social proof gives you immediate credibility.
If we take Dyson as an example — it should be noted that this is absolutely god-tier social proof — you'll notice they've been awarded by Which? and have gleaming customer reviews to back everything up.
While somewhat of a dated concept it's still a very useful one. CTAs should be contextual and make the next stage or steps, clear. It's typical to see calls to action such as "Buy Now", "Enter your email" or "Sign up" that signify action. You should try and do one better though and create what's affectionately referred to as "Call to value".
1. Calls to value
Buttons or call out areas of which focus on the proposed value rather than simple action will typically perform better as it's personal and contextual to the potential customers needs.
2. Get a handle on those objections
Including a few extra words on your CTAs can make all the difference by addressing the potential customers biggest objection to moving forward.
3. Email capture + CTA
Pair email capture with your CTA to make signing up as easy as possible.
This doesn't mean sacrificing customer info. You can collect during onboarding.
Remember this is where you attempt to earn the potential customer's attention and in a mere few seconds they will judge whether or not you're right for them. Make this judgement easy.
1. TITLE
Your value proposition — explain the value you provide.
2. SUBTITLE
Explain generally how you create this value.
3. VISUALS
Let the viewer see the value.
4. SOCIAL PROOF
You're likely a drop in the ocean so you need to make it believable.
5. CALLS TO ACTION
Taking the next step should be straight forward, so make sure.
Below the fold is where you should be earning the sale by doubling down on a few aspects. Here's what I do.
6. FEATURES AND OBJECTIONS
Doubling down and revisiting the features and potential objections.
7. MORE SOCIAL PROOF
Attempt to inspire action by using case studies and customer feedback.
8. FREQUENTLY ASKED QUESTIONS
Turn questions into answers and tackle the remaining objections.
9. REPEAT CALL TO ACTION
Now we have more time and space to add more depth.
10. INTRODUCE YOURSELF
People buy from people.
The first thing you do below the fold is make concrete the value you promise above the fold.
When you're below the fold you need to solidify the proposed value above the fold or simply add more too it.
Look at Webflow as an example —It's a tool for people like me who are designers, professionally. Their title and main selling point states "the site you want — without the dev time". They're so incredibly confident that they allow you to fully build your site for free with zero limitations until your ready to go live.
The second thing you do is handle your customer's biggest objections. This means talking to customers.
Group together reoccurring objections. Use their own words to handle them.
Above the fold social proof is about showing credibility. Social proof below the fold is about trying to inspire action from your customers. You've got room to breathe, space to get creative and time to go into a little more detail now.
Always use real clients / existing customers to substantiate the value you promise.
There's going to be features and objections you want to mention that don't always fit in above for a myriad of reasons. It's often because they're simply not exciting enough but be wary of falling into that trap; it may not be as sexy but it could be one of the potential customer's top objections.
Anyway, this is a good place for your FAQ to come in and sweep up the remaining features and objections.
Keep them short and reframe into questions and answers and always keep it positive.
We've done the hard selling. It's time for our 2nd CTA.
This time we've got the luxury of space. So instead of dropping one measly button remind the customer why they're clicking.
Finally, you leave the customer with a story that makes you easy to sum up.
1/ Put yourself in their shoes
2/ Explain their problem
3/ Take ownership of it
4/ Show the happy ending
You're walking them down a path they'll want to walk themselves. Oh, and people buy from people.
1. TITLE
Your value proposition — explain the value you provide.
2. SUBTITLE
Explain generally how you create this value.
3. VISUALS
Let the viewer see the value.
4. SOCIAL PROOF
You're likely a drop in the ocean so you need to make it believable.
5. CALLS TO ACTION
Taking the next step should be straight forward, so make sure.
6. FEATURES AND OBJECTIONS
Doubling down and revisiting the features and potential objections.
7. MORE SOCIAL PROOF
Attempt to inspire action by using case studies and customer feedback.
8. FREQUENTLY ASKED QUESTIONS
Turn questions into answers and tackle the remaining objections.
9. REPEAT CALL TO ACTION
Now we have more time and space to add more depth.
10. INTRODUCE YOURSELF
People buy from people.
Remember, your website is the window through which your business says hello to the world. If you're selling something, focus on what you do for your customers. Excessive adjectives and stock photography can only get you so far. To be persuasive you must be believable; to be believable you must be empathetic.
