There are many rules to creating the best landing pages but some of those are often overlooked or not talked about much. Yes, many of us mostly know that you need to have a consistent format, be clear with what you are offering, have keywords on your page, include a form and so on. However, if after reading that last sentence you didn’t know one of those aspects or have questions, read this blog first, “The Best Landing Pages Use These 6 Simple Techniques," then come back to this one.
In this blog post we will be challenging you to think beyond the format of the landing page as a whole, but more so on the formatting of the aspects of what make up a landing page.
1. Use Value-Oriented Language
The person visiting your landing page wants to know exactly what’s in it for them. They have thousands of other options when it comes to finding information online, so why should they choose you? The best landing pages make their offers so compelling that someone who lands there can’t help but enter in their information to get the download.
To make it alluring use value-oriented language that will explain just how valuable the information held within this offer is to them. This is your chance to convince the visitor that the offer is worth taking the time to fill out the form. Use phrases that show exactly what they will be receiving such as: “you will get,” “you will learn,” “you will gain,” etc. (HubSpot)
Make sure you are explaining the benefits before the features. Many people get this backwards. Your offer will appeal more to someone if you address the benefits it will have for them if they download it.
2. Write in the Second Person
While many may think this is common knowledge, it’s often overlooked. To truly connect with those visiting your landing pages, make sure you are speaking directly to them. Use words like “you” and “your” in sentences, headlines, bulleted lists and so on. Refrain from using “I.” Using this type of language will help the person who is reading it to connect better to that page and to actually visualize what it would be like for them to have the particular offer being explained.
3. Use Action-Oriented Language
Many people know that using action-oriented language in marketing in general is a good way to go. But the secret is to be consistent. When it comes to your landing pages, you need to start with having action-oriented language on your call-to-action (CTA) and then continue using those action words on your landing page. Once you are on the landing page, not only do you want to have the action language on your actual download button (for example, "Click Here" "Download Now") but throughout the entire page as well.
If within 3 seconds, a site visitor can't glean what exactly they can do on that page, they click the back button. (HubSpot) That’s a pretty scary reality! Not having action-oriented language on your landing pages basically means you are losing leads. That’s never a good thing to hear!
As always, along with these few tips make sure you are being consistent, clear, concise and are editing your work. You never want to have any errors or typos because that makes even the best landing pages look like failures.
Now, shhh these are secrets so be quiet and don’t spill the beans. No way! Totally kidding. These are “secrets” we want you tp shout from the rooftop and share with all your friends! We hope this was helpful for you! If you have questions or input we would love to hear them in the comment section; or download the free offer at the bottom of the page to learn more about internet marketing.
Also, here’s a pretty cool infographic that outlines the aspects of the best landing pages. Some things, however, can be optional and not necessary such as the testimonial part.