9 steps to create a touchdown web page that reads the minds of your potential clients
So you decided to create a landing page to promote your new product or service.
But how do you know if your landing page convinces your readers to convert?
There are a number of things you can do to make sure your readers are drawn to your landing page and want more information.
In this post, we'll find out exactly what you need to do to create a mind reading landing page. But let's start with the basics.
What is a landing page?
Before you create a landing page, you need to understand exactly what it is.
A landing page is a dedicated website, often referred to as a squeeze or splash page. The aim is to collect your visitor's data using a lead capture form.
You can use a landing page to give away a free e-book, webinar, or course when your audience signs up for your email list.
Or you can collect emails before starting your new website.
The best thing about a landing page is that it's only one page.
It is a page that you need to optimize.
Then why do so many people make mistakes with their landing pages?
And why are so many people struggling to convert their customers?
With a well-designed landing page, you can target a specific audience, create a compelling message, and increase conversions.
But what is the use of creating an effective one?
What makes some landing pages successful and some fall flat in the face?
It depends on whether you know your audience or not.
Those who know their audience can create the right news, grab their audience's attention, and create a landing page to read minds.
But how do you do that?
Let's find out.
1. Create a persona
It all starts with creating your ideal person. Knowing who to target is a better way to create a landing page that resonates with them.
Your personas should be your ideal target group. After all, if the right people don't visit your landing page, you will never convert.
Your personas should include demographic information such as where you live, your age, and your gender.
But they should go further.
If you want to create a landing page to read minds, you need to know what inspires your ideal personalities and what they want to achieve.
They need to find out their opinions and how they feel about certain ideas.
If you do this, you can position your offer so that it is irresistible.
Buffer uses personas to connect with its target customers.
The information they put together will help them better understand how their landing page is created.
You want to increase your chance of conversion. So don't try to make your landing page attractive to absolutely everyone.
Instead, use the data in your personas to create targeted landing pages that appeal to a specific group of people.
You only have a few moments to get your visitor's attention. And in these short moments you will decide whether you want to convert or not.
2. Present the offer
The reason why landing pages are so effective is because they isolate the action.
There should be no menu or other links on the landing page. All of this should lead the visitor to the completion of the action to be performed.
Distracting with multiple options is a surefire way to confuse them. Your conversion rate will suffer.
Don't give your visitors a choice. Make it clear what you should do.
The only option you should have is to convert or not to convert, as in this Geico example:
The clear landing page means that everyone who lands on the page has only one option. Enter the postcode or not.
However, it is not enough just to make the selected action clear to ensure that your visitors convert.
You have to create an offer that is so well received that they can take action.
Think about it. A landing page that prompts users not to sign up for the newsletter for anything isn't converted very well.
Because there is no incentive. Why should your visitor do something for you without getting anything in return?
And no, your newsletter alone is not enough.
However, creating a compelling offer doesn't have to be a complicated task. You just have to offer your audience something that they actually want.
Autopilot knows that its readers are interested in increasing sales with Instapage. So repeating the webinar would be an advantage for them.
This is a good example of a strong offer.
If you already have a landing page that you want to improve, ask yourself if you as a visitor would take the desired action.
If the answer is no, you need to make changes.
If you're struggling to make an offer but know you want to create your landing page email list, check out your favorite content.
We can see here that the most popular content is on my blog (enter content).
If you offer this content as a downloadable PDF or checklist, people will likely give you their email address in exchange.
Because you already know that it works well. You have proof that this is necessary.
Here the hard work is done for you. Find popular content, find a way to repackage it as a downloadable part, and offer it to your audience.
But what if your landing page does not contain an e-book, checklist or downloadable PDF?
Think about other ways you can add value to your audience.
3. Write the headline
As soon as you have received your offer, you must start with the heading. The headline must be compelling.
It is usually the first thing your visitor sees. So you have to perfect it.
The heading is often the deciding factor in whether a visitor converts or not. And you only have a real chance for it to work.
Your headline should be determined by the benefits. You have to outline exactly what will happen to the visitor once he has taken the desired action.
Capital One uses both a heading and a subheading to clarify their point of view:
They know that people who are interested in their service want to put their business in order and position their offer in this order.
Salesforce has a clear headline and message:
This heading is great because it draws the audience's attention. You will be immediately drawn to it. Visitors automatically know what will happen if they fill out the form on the right.
Copy Hackers' Joanna Wiebe says if you're having trouble finding the right words, look at the language your audience uses.
Why is it effective?
Because if you use your audience's own language in your headline, it will be more popular with them.
After the heading, you will probably use a subheading.
This is another opportunity to mention the benefits. It's for people who have been forced by the headline but need more persuasion.
It gives you another chance to keep your attention and bring it closer to your call to action.
4. Make the copy
Good copy sold. You know that. That's why some companies pay thousands of copywriters to put words on a page.
However, it's not that easy to just write words on one page. You have to mean something to your target customer.
As mentioned in the heading, use the language your prospects use when they have trouble finding words.
Your copy serves as a tool to convey your point of view and your message and to increase the likelihood of a conversion.
It all starts with finding the sweet spot for the right amount of copies. Write too little and you don't have enough words to make your point clear. However, if you write too much, the page becomes overwhelming.
However, it doesn't help to just say "Find the sweet spot".
In general, the amount you write depends on the offer. For things that need to be explained and convinced a lot, you need more copies.
For things where the prospect needs to provide more than just their email address, i.e. H. Of course, when he makes a purchase, you will need to use an additional copy to ensure that all the necessary details are available.
If you really want to write your copy, you should reflect the style of your brand.
Remember that it's not about you. It's about the customer, so the wording you use should be customer-focused and focused on him.
Evernote personalizes the landing page copy by avoiding words like "we" or "our", and instead chooses words like "your" and "you":
These words underline your potential customers that the main reason for this landing page (and your company) is to help them solve their problems.
5. Use visual aids
As I said, your landing page is only one page, so everything should be there for a reason and have a purpose. The same rule applies to all images or videos that you use.
When adding images to your landing page, you should use images that will help your visitors visualize their lives after they complete your action.
Airbnb is a company that focuses on people. Therefore, it makes sense to use pictures of people on their landing page:
They want their users to feel complete and happy when they sign up as Airbnb hosts. They therefore contain the image of a smiling woman.
If you want to sign up for the Airbnb platform, it is a good idea to see a picture like this.
Shopify, an e-commerce platform, uses images to show visitors how their shop could look:
You can use pictures to lead your audience to call for action.
The pictures make your offer more human.
Your audience cannot touch or hold your product. Your landing page should use images to better visualize them.
6. Include social evidence
When creating a mind-reading landing page, understand that a question your audience will have is, "Do I need this?"
This applies to every landing page.
One way to read your mind is to answer your question through the concept of social evidence.
People are more inclined to take action when they know that other people like you have taken action and benefited from it.
Using social proof on your landing page gives potential customers another layer of trust. They feel that your product / service is more likely to actually do what you say because they can see what other people are thinking about it.
For example, check what Freshdesk is doing on its landing page:
Do you have reviews and testimonials for your product that you can use on the landing page?
Visitors learn how their lives can differ from signing up. And they learn that from other people like them.
7. Use a call to action
Your call to action is important. It is perhaps the most important element on the page.
If your audience can't see your button clearly, they don't know what to do.
Every landing page should have a call to action. The call to action should draw your user's attention.
Let's talk about your call to the action key copy.
Your button copy should be action-driven and refer to the available offer.
The "download" copy of the call to action is vague and the visitor may not even remember what he is downloading.
Check out the call-to-action button on Hired. It's the only red button on the page:
Alexa uses the "7 days free trial" copy, which relieves the visitor. You do not have to fully commit to using the service and will not be charged if you are not satisfied with it:
Both Hired and Alexa use an excited copy like "Getting Started". When you use the word "get" psychologically, people feel that they are getting something to tell you their details.
8. Measure your results
If you don't measure your landing page results, you can't really understand whether or not it was successfully converted.
Use Google Analytics to measure how many visitors came to your landing page and converted it by providing their data.
Consider your bounce rate when checking the effectiveness of your landing page.
Your bounce rate is the number of people who landed on your landing page and didn't convert.
If your bounce rate is low, it can do one of the following:
You are not using the right keywords. Your keywords should be relevant to the audience you want to attract. If not, a number of non-targeted potential customers will come to your website who are not interested in what you offer.
The design on your landing page is bad. Think about how often the average person spends on your landing page. If it doesn't follow a logical sequence or is too confusing, they will most likely bounce off.
9. Make sure you test
The only way to tell if your attempts are working is to run tests.
A / B testing your landing page splits your traffic in half, so half of the traffic sees one version of the landing page and the other half sees another.
This way you can make informed decisions about what works and what doesn't.
You can compare two versions of your landing page and test different elements.
Do you have two headings that you want to use but are not sure which one works best? Use A / B tests.
After generating enough traffic, you can see what led to the highest number of conversions.
With this data, you can continuously improve your landing page to ensure that most people are converted.
When testing items, do not try to test everything at once. When you do this, you have no clear idea of what you need to change and what you need to keep.
Instead, change some elements at the same time and keep the other elements as control variables.
Your landing page has one job and only one job: convert.
Why don't you do everything to encourage your visitors to take the desired action?
Everything starts with the planning.
However, planning starts before you even think about what you will have on your landing page.
If you want it to be successful, you need to read the minds of your potential customers.
In essence, you need to know your customers really well.
Once you know them, determine which words, images, and arguments are most popular with them.
And once you start using your own ideas on your landing pages, your conversion rates will go up.
But with everything in marketing, there is no one size fits all.
Follow the best practices listed in this post and develop your understanding of your target audience. You can also create successful landing pages for all of your offers.
What strategies do you use to improve your landing pages?