10 Factors That Make Up The Perfect Landing Page …

Okay, on to the next tip …

#5. MAKE REFERENCE TO THEIR PAIN POINTS.

And this ties in directly when writing concise copy. Know who you are talking to and their pains, and know that if you write directly to them about how you will fix #AllThings, they will listen. This is, of course, why they are looking at your page in the first place. They have a problem that needs to be fixed, and they are considering you to be their solution. So, tell them you understand their problem and how you can fix it. Speaking their language will do the work of a thousand words.

Next on the list is an angle I always keep in the back of my mind when writing landing page content. It speaks to humans being pain-avoiding machines. Simply put, it reiterates that we understand they have a pain point, and we know why they want to fix it. And we provide the service!

#6. WORK THAT PLEASURE PRINCIPLE.

Have you ever heard of the pleasure principle? And no, I don’t mean Janet Jackson’s hit single! I mean the term Sigmund Freud used to characterize the tendency of people to seek pleasure and avoid pain.

Freud argued that people would sometimes, most times, go to great lengths to avoid even momentary pain. Especially when they are feeling vulnerable, this ties very neatly into our points about speaking directly to your audience and keeping the pain at a minimum. They don’t want to feel it; they need a solution. And usually, a quick one. So, give the people what they want!

And if you confuse them or annoy them, they will flee. Faster than you can say, landing page. They will be out! So, for goodness’ sake, please do not confuse them with wordy, unclear copy that wastes their time. And refrain from repeating yourself repeatedly with multiple page scrolls of copy and the same call to action button. Less is more people … LESS IS MORE!

Okay, next up is a very familiar topic to us all …

#7. DRIVE IT HOME WITH SOCIAL MEDIA.

The amount of traffic driven by social media these days is crazy and can sometimes be overwhelming when it comes to the power of choice because there are just too many options for one to choose from! So, it’s vital to implement designated social media landing pages as part of your marketing strategy. Potential clients who click your links are valuable visitors. They have already actively engaged with your brand on one social network or another.

So, this power social media has over offerings allows you to stop linking to your homepage and send them to a campaign-specific destination instead. This way, you can guide them toward a clear goal, get some significant brand exposure going at the same time, and all-in-all, all it will provide better results from your campaign. This will help you two-fold! Not only will it direct your target audience to your campaign, but it will build trust and hopefully the beginning of a relationship.

The consumer who visits your social media hubs will see the flawless branding, the clean, concise copy that is the same across each platform, and the offers that they first saw on the landing page. Sweet and simple. And once again, marketing magic!

Now onto the next … and only a few small yet essential tips before we leave you to go off into creative landing page building land … this one is paramount!

#8. CREATE A HIGH-CONVERTING CALL TO ACTION (CTA).

One of the most straightforward calls to action is “Buy Now!” – but we here at Virtually Untangled feel it’s highly over-rated and over-used. So, try using a more powerful word when writing your CTA. “Begin your adventure,” “Shop till you drop,” “Order yours,” and “Join us” are powerful ways to start.

Get in the habit of using words that provoke emotion or enthusiasm, like “buy now and save 50% off!” as this shows the consumer straight away why it’s a good idea to click that button. And DO NOT be afraid to appeal to their desire to not miss out, otherwise known as FOMO … fear of missing out … by letting them know that this offer won’t be around forever. (Even if it will.) It’s also important to make sure you are mindful of how these landing page CTA’s will play out depending on what devices they will use. We all know the pain of mobile vs. desktop. So, test your copy and all your clickables to ensure you give your customers a good experience every time.

Okay, we’re almost there …

#9. PROVIDE CLEAR VALUE PROPOSITIONS.

This is all about our ability to go above and beyond while answering, “What’s in it for me?”

Your unique selling proposition is the sizzle that sets your offer apart from the competition. It answers the ever-present question, “What makes this offer so special?” Remember what we said about the amount of competition out there? This is where this comes into play. Consider your offering as how you position yourself as different and better from all the rest. Again, this goes back to having a clear and concise copy. It needs to communicate this proposition compactly, so your visitors immediately understand what makes your offer appealing. 

Consider Apple’s value proposition, for instance … They strive to create a safe, reassuring ecosystem that makes users want to remain part of it. So, they play on that inclusion and safety with every marketing campaign they put out there. It appeals to a customer who is looking for a safe, reliable group of products to use exclusively. Its value to the customer is clear, consistent and stands out from the competition. And by doing so, you have shown that you can provide what they need and have their back. That’s all they are looking for; now you have their heart.

And last but certainly not least … And something we most certainly touch on often …

#10. PROVOKE EMOTION THROUGH BRANDING.

One of our very favourite topics. Remember how we touched upon customers clicking through to landing pages on different social media platforms, and it has the power to create a relationship? This is where that ties in … Consistent branding, logo, colours, fonts and everything else you use in marketing must remain the same throughout each campaign. And yes! This also includes your landing pages.

Targeted consumers need to know they can expect consistency when working with you. They want to know that you are a strong brand with a clear strategy. This image you present not only shows how much you care about your business. But you will show them you’ll take just as much care with theirs. You won’t confuse them, you won’t change on a dime, and you will always provide them with the same clean and concise products or services every single time. It’s a guarantee and classic case of walking the walk, not just the talk.

So, to wrap things up … When we use landing pages to target our dream clients, we are utilizing a potent marketing tool. The very same power as your website and other virtual presences should portray. It allows us to tell people who we are, what we do, how to solve their problems and make their pain points disappear. These powerful pages can create and strengthen relationships, strengthen brand awareness and, quite simply put, a strong landing page can do the work of a multiple-page advertisement. It’s a great way to drive traffic, improve your search engine optimization, and be a very effective part of your overall marketing strategy.

This is YOUR opportunity to nail that conversion ratio and build your business to even higher heights!