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The Art of the Perfect Landing Page: Maximizing Conversions
Gio Pasquale
November 16, 2024 • Estimated Reading Time: 7 minutes
Hey,
I hope you’re having a great week so far.
In this volume of The Centered Solopreneur, I want to discuss the do’s and don’ts when it comes to designing a landing page. Landing pages can serve several functions, they can help you sell a product, service, or even collect an email. The bottom line is that they help your online visitors decide if they want to take specific action or next step with you. I could write several emails about landing pages but for today, I’ll be discussing landing pages designed to collect leads or call bookings.
Let’s dive in!
Today's Overview
Landing Pages are like Restaurants 🍝
Ok, I want you to think about the last time you went to a new restaurant. Maybe you showed up and ordered on a whim, or maybe, before you went to the restaurant you…
…looked at pictures of the food online
…look at pictures of the atmosphere for a vibe check (and if it’s clean)
…looked up customer reviews
…looked up business hours
…assessed the menu
This right here, is an example of a process that we go through every time we take are deciding to do business with someone.
We do our research, and we decide if it’s beneficial for us.
A landing page is no different. It’s an just online version of that same thought process you go through when deciding on a restaurant. A good landing page should serve as an information provider, not a set of high-pressure sales tactics.
If you are sending the right audience to your landing page, and you offer something that’s in alignment. All your landing page needs to do is answer these questions to be effective. I’ve worked for large marketing agencies, and you’d be surprised at how “ugly” and “bland” some of the most successful landing pages are. Obviously, the look of the page plays a role and your branding, but focus on making sure your visitor gets these questions answered first:
5 Vital Questions Your Visitors Ask ✅
A visitor should be able to answer these questions within 15 seconds of landing on your page. You can test this by showing your page to a friend for 15 seconds, closing out the screen, and then asking them these questions. This is a good way to test how well you communicated your offering.
Visitor’s Question | How You Can Answer It |
|---|---|
Do they understand my situation? | Headline copy that acknowledges where they currently are. |
Can this help me reach my goals? | Communicate your offer, and the outcome it can provide. |
How does it work? | Benefits, process, or steps on how your offer helps them achieve X. |
What’s the next step I need to take? | If they want to achieve X, what action should they take |
Can I trust them? | Share your experience, accomplishments |
Example for a Free Download Page
Visitor’s Question | How You Can Answer It |
|---|---|
Do they understand my situation? | Tired of your puppy peeing on your carpet, and your day? |
Can this help me reach my goals? | Learn how to potty train your little one. |
How does it work? | We’ve designed three 5-minute videos you can use to train your dog at home. |
What’s the next step I need to take? | Tell us where to send your videos, enter your email below |
Can I trust them? | You can put pictures of happy client reviews, list your experience, or share a story of how this worked for someone else |
Examples of Effective Landing Pages 🔍
Design Tips Mentioned in the Video
Above the fold (image + headline + offer + action + form)
Remove distractions
One call to action
Only one offer
Consistent branding & messaging
Is it relevant to a prior action they took
Steal My Free Landing Page Checklist 📝
Member Spotlight
This is where we feature stories, questions and shoutouts to other solopreneurs.
I keep hearing about 'niching down,' but I'm afraid of limiting my potential client base. How specific should my niche really be?
Hey Julia! Great question.
This answer depends on multiple factors. The first factor is what stage your business is in. If you’re just starting out, then niching down is highly recommended. This allows you to overcome the “trust” barriers from customers much easier. A benefit of niching down is that you can talk directly to a group of people, and resonate with them quickly, and deeply. By default, this improves your conversion rates across the board. Yes, you may lose some customers at first, but the ones you do get, will become deeply connected, raving fans. Once you’ve maxed out the niche, or have a system in place, you can now expand that system into other niches, or broaden your current niche, and just keep repeating the process. As for the specificity of a niche, it’s hard to say via email but I would recommend summarizing your audience in a sentence using 3-5 [identifiers], that should be a good sweet spot.
Here is what I mean:
Too Broad: 1-2
I help dog owners living in New England train their new puppies.
👍Sweet-spot: 3-5
I help men who are ex-military veterans from the Army, living in New England through service dog training services.
Too specific: 5+
I help men over 30 who are ex-military veterans from the Army, living in New England and owners of a Golden Retriever, with service dog training services.
Thanks for the question, I will expand on this more in the next marketing email for November! If you’d like to discuss things further just reply back to this email.
Stay Centered,
Giovanni Pasquale
P.S. - If you feel like you’re not operating as your highest self, if you’re tired of pushing important tasks to a later date, if you’re tired of feeling overwhelmed with your initiatives, and if you want more structure. Let’s have a conversation about you, your goals, and how we can make them happen. Book a call with me here.