It is one of the most frequently asked questions I hear people asking about a landing page, over and over again:
- “What should I put on my landing page, to instantly get the attention of the people who visit my website?”
- “How do I make sure they want to purchase my service or product without sounding like a slick car salesman?”
- “How do I get them to visit my website for a longer period of time, and how can I be as interesting and valuable as possible?”
The answer to these questions is different for every business and product and depends very much on the industry in which you operate.
After years of experience in writing website content that converts well, I have noticed that there is a specific formula that you can stick to, which makes almost any homepage a success. In this blog post, I will share this “golden formula” with you, so let’s get started.
Provide a crystal-clear tagline at the top of your landing page
To create clarity for your potential customer, it is clever to come up with a tagline for your service or business, so that the person who visits your website immediately sees:
- What you are doing/offering?
- Who you are there for?
A tagline is a kind of slogan or motto by which people can recognize your brand. It is particularly useful when it covers what you do and what problem you solve for your customers.
The idea is to give your website visitors the feeling that this is precisely what they are looking for so that they will stay to see if you are the right person for them at the moment.
If you are an individual, it is smart to place a large-high-quality photo of yourself under or next to your tagline, so that your visitors immediately see the face they can attach to the motto. Make sure the photo really shows who you are; this inspires confidence.
Create one clear call-to-action
You can view your landing page as a tool to lead your potential customers to the place where you want them. Whether you are in an affiliate marketing business or sell your product or service directly, your goal is to convert visitors into customers and buyers.
The best way to do this is by creating as little distraction as possible and place only one clear call-to-action. There shouldn’t be any other choice.
Therefore, put one big button in a striking color, below the tagline and introductory text on your homepage, that will promise your visitors something valuable.
Think of a free consultation, free trial, free e-book, printables, or a checklist with tips that they can implement directly in their business.
When you ask your visitors for 3 different actions, they will most likely not perform even one because they don’t know what to choose.
You can compare it with an airstrip at an airport. There must be absolute clarity for the aircraft on which runway to land, otherwise you will get chaos and colliding plane.
Moreover, you want to direct your website visitors to the engagement that will get you a new customer as soon as possible.
Put reviews on your site to show what you can do
Nothing can be more influential than having good reviews from satisfied customers on your website. It’s ok, we all know they are fake, but we buy into them anyway.
The person who visits your website is more likely to assume that you are good at what you when someone (other than yourself) praises your service.
Hence, publish reviews that support the story you tell on your site, ideally with pictures and logos, to add credibility.
Share mega valuable content
A blog is a great way to spread your message further and introduce new customers to your tone of voice and style.
For example, place three valuable blog posts (in the form of excerpt) on your homepage. Think of blog posts that are most often read, shared on social media or articles that you are proud of, so that you make your website visitors curious about what other value you have to offer.
After reading through your blog posts, they will feel that you are an expert in your field, and the right person to help them with the problem they are facing.
Don’t be afraid to give away too much “free information”, as this will only make your potential customers loyal to you and feel confident to make a purchase much faster when you approach them with an offer.
There will always be people who only come for freebies (and won’t convert, no matter what), but don’t worry, there are more than enough people who will always be willing to purchase from (or through) you.
Tell your story on your landing page
It is natural for most of us to describe who you are first, and then offer your services.
But it is important to realize that most people don’t care who you are; they mainly want to know if you can solve their problem.
So briefly state who you are on your homepage (for example, put some basic facts), but do not start by telling what you are good at and what you can do. Just describe in detail why who you are is important to help your customers best.
“Your story” is often a source of inspiration for others, as long as you use it for the financial and personal growth and development of your own customers.
Keep your junk at the bottom of your trunk
It is often smart to limit the menu tabs at the top of your website to about five and a maximum of 7 buttons. Otherwise, you create too much distraction for your website visitors.
Try to put things like your Terms and Conditions, Privacy statement, FAQ section, and similar pages in a footer section, that stands out as little as possible.
These are peripheral matters that only matter to your website visitors when they become customers. All documents that must legally be on your website should still be found, but do not take up unnecessary space in your top menu bar. So keep that junk at the bottom of your trunk.
Lastly, the best advice I can give is to visit other landing pages (for example, your competitors) and ask yourself honestly – would I buy from this person or company? If yes, what is it that you like, and if not – what held you back? Try to put together your own landing page based on your experience with other’s landing pages. Take inspiration and look at your competitors from a constructive point of view – how can I do better?