Headline

The old cliché goes “if you have 10 hours to spend on a landing page, spend 9 hours on the headline.” However, instead of spending 9 hours on a headline, surf some blogs and websites in your industry. What headlines appeal to you? When you find a headline you like, simply copy the format and install your relevant information.

For instance, if you find a headline that reads “Do you make these mistakes in English?” and you sell IT services, you can change that to: “Do you make these mistakes with your network security?”

If all else fails, use the words “How To”. We all like to be educated. We all like to have tips. We all want to improve and be better. The “How To” headline has been around forever. And that’s because it works. Couple that the primary benefit of your product or service and you have a powerful headline.

For instance:

  • How to maximize your tax refund
  • How to increase your network security
  • How to work less and earn more money

Content

Once you’ve got the headline down, the body of the landing page should be easy. Simply tell me what your audience is going to learn if they sign up for your offer or product. This doesn’t have to be that long, but it should be to the point and full of benefits.

One piece of advice:

  • Use
  • Bullet
  • Points

People like bullet points. They are easy to see when scanning the page. Just make them benefits. They are also easy to digest and wrap your head around them.

Design

Never before is the saying “Keep It Simple Stupid” more relevant than on a business’ landing page. There is no need for 3rd party advertisements. Black font on a white background works best. There is no need to get cute with font types either. “Times” works perfectly.

A picture of your product is good. But save pictures of your family vacation for your friends. Seriously, I’ve seen landing pages with pictures of the business owner standing on a boat holding a fish. It’s a nice picture, but it distracts the audience from the software that he was trying to sell.

Avoid clutter at all costs. Make sure the page is easy on the eyes and that your audience knows EXACTLY what you want them to do.

Testing

Once you’ve finally got the perfect landing page, it’s time to create another one. This might be a bit controversial to some, but I like to test my landing pages as soon as possible. Google’s website optimizer allows you to split test the effectiveness of your landing pages very easily. You will have real time data that will allow you to maximize the amount of times your customers buy your product or click on your educational offering.

Some things that you can test:

  • Headline: Start testing here. If your headline doesn’t connect with your target audience, then whatever else you do will not make a difference
  • Your offering. Sometimes people just don’t want what it is that you are trying to give them – even if it is free.
  • What you are trying to get them to click. If it is a button, then try changing the location of the button from the bottom of the page to the top of the page – or vice versa. Try changing the color of the button from blue to red to make it “pop” a bit more.

The easiest way to test your landing page effectiveness is to test only one thing at a time. For instance, if you are looking to test the headline, don’t move the location of the button. You will get different results but you might not know why. Was the headline more effective? Or were people noticing the button more?

I would love to hear your thoughts. Did I miss anything?