This article is a recap of “Growth Decoded” a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and never miss an episode!

What is a landing page?

A landing page is a stand-alone web page created about a specific topic to acquire a lead’s contact info through opt-in forms and gated content.

What is the purpose of a landing page?

Landing pages are designed to funnel traffic toward a specific action. They are called landing pages because marketers typically send traffic to it from other online destinations, like a Facebook Ad, and the visitor “lands” on this page.

Landing pages are often optimized for conversions. This means that they have prominent opt-in forms and lack the typical website navigation — this is because you ultimately want there to be 2 options: convert, or close the window. Traditional website navigation provides visitors with numerous other avenues to navigate away from the page without converting.

Why would you want to use a landing page?

Landing pages have a ton of use cases. Anytime you want a visitor, contact, lead, or customer to convert or take an action for something that you’re putting behind a form — you can use a landing page.

Landing pages help you do things like:

  • Add subscribers to an email newsletter
  • Promote your online course
  • Sell a physical product
  • Give out a discount code or coupon
  • Boost attendance for a webinar
  • Encourage a free trial
  • Give away a consultation or demo

But how do they work?

So landing pages (generally) have 6 main features:

  1. Headline
  2. Features and benefits
  3. Social proof
  4. Visuals
  5. Colors
  6. Call-to-action

And the best way to get contacts to convert is by reducing friction. Landing page friction is anything that makes it harder for your visitors to take action on your CTA. This could be as basic as a hyperlink, or your website navigation.

Landing pages help you convert more visitors into leads and customers because they reduce conversion friction and give people fewer actions to take.

Once someone converts, it’s up to you to deliver the piece of gated content, or send a reminder, or book that call — you have to hold up your end of the deal.

But you can take it further than that.

When a contact converts on your landing page — this is a key action that indicates intent. Depending on your offer, the intent is going to be different. But this is a key moment when a common website visitor becomes an interested lead.

Sometimes these are referred to as “MQLs” or a Marketing Qualified Lead. MQLs are leads who have indicated interest in what a brand has to offer based on marketing efforts (in this case, your landing page and whatever got them to it… more on this in a moment) or are otherwise more likely to become a customer than other contacts.

So what do you do with those leads?

So you’ve got a landing page, an offering, and maybe you even have an automation or 2 set up to run after someone converts.

BUT

Just because you have a functional landing page doesn’t mean that people are going to convert. You have to help them out.

You have to set it up to convert — you have to optimize it, organize it, design it, and present it in a way that makes it easy for your visitors to convert.

Lucky for you, you have access to something that touches ALL of your business content. Something that exists EVERYWHERE a person can interact with or learn about your business online. It can make or break your ads, your emails, your landing pages — AND you can improve it for free.

What is it?

Your words.

Your words can be the difference between someone arriving on your landing page and converting with a smile on their face because they found the solution they’ve been looking for—

OR that same someone arriving on your landing page with the same offer but worded poorly — and they leave because they just never… “got it.”

So let’s answer that second question — How do you make your landing page successful?

If you want to write your landing page in a way that makes it compelling to your audience, you have to start with… your audience. Ask yourself some questions:

  • Who are they?
  • What do they think about the problems that your offer solves?
  • How do they talk about those problems?
  • How much do they already know about the problem?

Meet them where they are. Talk to them in a way that uses their OWN words — this is called “Voice of Customer” and if you can do it well, it’s going to go a long way towards helping your customers convert on your landing page.

But how do you find those words?

How do you find out how your audience is talking about the problem so that you know which words to use to help them convert? Do you just guess?

You can find the Voice of Customer in a number of ways:

  • Customer reviews
  • Feedback
  • Phone calls with customers
  • Customer interviews
  • Competitor reviews
  • Amazon reviews of similar products

But one question remains — using their words is a start, but what are those words saying? Are you telling them things they already know? Is your copy going to be over their heads?

How do you figure out the right level of awareness of your potential customers so that you can talk to them in a way they understand and tell them the things they need to know — without telling them things they already know or skipping too many steps ahead?

There’s a lot that you can put on a landing page. You know you want to use your audience’s and customer’s words to catch and hold their attention. You know that you need to stay consistent with their level of awareness to give them what they need.

You know about reducing friction, form optimization, and removing any additional site navigation to help push your visitors towards that conversion.

But what do you actually write? How do you know what words to use? In what order? What makes a compelling headline? What benefits or features should you include?

Is there a rule for all this?

Follow the Rule of One and you’ll always know what to write on your landing page. But what about the visual elements of the page?

What about images? Visuals? Colors!

You could include images of happy people, or your product, or a puppy, or a baby!

And doesn’t the color of the CTA button play a huge part? People can’t help but click an orange button. Or was it red? Or was it… purple?

All of these things can help improve the experience of your landing page. Which means more conversions. Which means more leads and ultimately more customers.

But Joel said earlier that Landing pages are a moving target — you’re never going to have that 100% conversion rate, things can ALWAYS be better.

What can you do to improve it as time goes on?

What sort of tips or best practices are there for you to improve your landing page after you’ve launched it?

Well there you have it. At the end of the day, it starts, and ENDs with the customer. Know thy customer, and you’ll be able to create and write a landing page that works for them.

You will have ONE compelling offer that speaks right to your audience using their words to describe their problems at their level of awareness.

You’ll have a streamlined page with minimal friction that promises ONE thing and uses images and visuals to improve the visual hierarchy and contribute to your ONE big idea.

You’ll have a simple, straightforward form that doesn’t ask for too much, and you’ll have the automation set up on the backend to ensure that you hold up your end of the deal when a visitor converts.

AND you can use that conversion as a starting point for a sales conversation to turn that new lead into a customer.

Speaking of landing page automation…

This article is a recap of “Growth Decoded” a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and never miss an episode!