October 21, 2020
13 min Read
How to Create an Awesome Landing Page That Sells 
How to Create an Awesome Landing Page That Sells A landing page (that works) converts and sells. It’s one of the most effective marketing and lead generation tools you could ever use for your business, especially if you’re running advertisements and promotions. But how do you create one? Is it something you can do for yourself? The answer is yes. You can definitely create a landing page by yourself. Creating and designing one is just like creating any other page, though there would be more planning involved. Let’s get started!
Create buyer personasWhether you yourself would write the headline and the copy of your landing page or not, it would be impossible to come up with the right points without knowing who your target customers are. You need to know what they “want” in order for your landing page to work. That’s why before everything else, create your buyer persona first — who your ideal customer is. You may already have a buyer persona for your business, but you need to come up with specific ones that your landing page will be targeting. For starters, you should have the target buyer’s basic characteristics including…
- Marital status
- Type of employment
- Income range
- Hobbies and other interests
Define the desired outcomeAfter creating your buyer personas, it’s time to iron down the specific purpose of your landing page. The goal of your landing page will heavily influence the headline, message, and the call to action. For example, this landing page from Writing Revolt is designed to convert visitors into watching the free class. Notice here that the outcome was clear from the start. Ask yourself the “conversion” you would like to happen. Should visitors be persuaded to…
- Give away their email address
- Answer a survey or a form
- Download an ebook
- Order a product
- Register for your course
- Sign up for a free trial
- Subscribe to your newsletter
Research the “right” keywordsStrap in… This may get a little bit technical. But basically, you would want to optimize your landing page so people who are using search engines will be able to find the solutions to your problem (via your offer). When they use Google, they will type in words and look for the results. These words are the “keywords”, so to speak. But you won’t be researching just keywords, you need to find the “right keywords” that your target audience will be using. For example, searching for “hardware stores” produces different results than “hardware stores in manila”. To be able to find the right keywords, you have to use keywords tools. Some of the best ones include Ahrefs and SEMrush. However, these tools cost a lot. If you would like to use free ones, you can use Ubersuggest or The Hoth’s free keyword research tool. When selecting keywords, it’s always better to focus on specific terms and long-tail keywords. These are usually what determined searchers use. Come up with a list of the right keywords and use one that fits your buyer personas and desired outcome. Now, your landing page may be the target link of your running ads. However, don’t discount the fact that visitors may find your landing page organically, that is, through Google and other search engine platforms.
Use a killer headlineWhen a visitor gets into a landing page, the first thing they see is the headline. That’s why you only have a second or two to persuade them to stay and learn more — or go back from where they came from. Here’s a statistic from Copyblogger that would make you feel the importance of headlines:
“On average, 80% of the people who visit your site will read the headline copy. But only 20% will read the rest.”But there’s no one-size-fits-all when it comes to headline. But generally, your headline should be able to…
- Take hold of the visitor’s attention (you only have a second or two for this).
- Tell the visitor what the landing page is all about.
- Deliver the message to the reader in as few words as possible (never more than twenty words).
- Mention the solution to their problem.
- Make them laugh.
- Include statistics or any empirical evidence.
- Be empathetic.
- Lay down the benefits.
- Don’t be afraid to make a promise (as long as you can keep it).
Backup your headline with a convincing subheaderTo make your landing page really effective, pair up your headline with a subheader. Make the first two elements of your page a slippery slope to compel your visitors to slide down the “conversion hole”. Take this example from BigCommerce. The headline does well in making me feel interested in how BigCommerce and Visa can help me with my business. But the subheader explains it well to me. Remember the BigCommerce landing page earlier? Once you scroll down a bit, you will see another subheader with another set of information. Once you scroll down further, you will see the same pattern. So when you write the marketing copy of your landing page, make sure to use subheaders all throughout the landing page. The same with how the 1-2 punch of headline-subheadline, do the same for the subheadline-copy sections.
Insert as many images as appropriateYou’re probably tired of hearing how a picture is worth a thousand words, so let me use a different, fascinating statistic I took from HubSpot about the use of images…
“90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.”That’s the reason why you couldn’t see any home page, landing page, or product page with a respectable marketing team that has no pictures in it. In fact, you can hardly find any website nowadays without any sort of visuals. Here’s a perfect example from the popular Harry’s: From the image they used, there’s no need for me to tell you what Harry’s is all about and what the main product they’re selling on this landing page. Vooks even took it a notch higher by using a video on their landing page. (Amazingly, this is the first time I’ve heard of Vooks and their landing page really got my attention — as you can see from the almost finished video in the screenshot.) Fair warning: You just can’t use any picture you like. At the very least, your picture or video should be…
- Related to your product or service
- In high-quality (and large, if it looks right)
Don’t hold back on your copyUnless you’re some kind of marketing god, then a headline-subheadline-image won’t cut it 100% of the time. You would need a nice, compelling copy that would push your visitors into converting. The good news is, writing a good copy is a skill. It can be learned and improved upon. It’s not a walk in the park, but if you put in the right effort, you would be able to pull it off. In addition, there are piles of resources online you could use to compose the best copy possible. Here are a few tips to get started:
- Use the AIDA technique (attention - interest - desire - action)
- Clearly explain what your offer is all about.
- Focus more on the benefits — make your visitors “want” your offer.
- Hit the pain points and how your offer would be able to solve their problems.
- Resonate with an emotional need of your visitors and sell them the dream.
- Dedicate a frequently asked questions (FAQ) section.
Show your visitors what other people sayAfter putting in a nice, compelling copy, it’s time to put the cherry-on-top: testimonials and social proof. Why? Because your visitors would like to know what “other people” think about your offer. They want some sort of social validation on your offer. One time, Zendesk held an online survey of more than a thousand consumers who received online and phone customer service. Here’s one of the things they found out…
“Majority of the respondents, at about 90%, who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86 percent said buying decisions were influenced by negative online reviews.”That’s why Ryan (from the example earlier) put testimonials on the landing page. The same goes for Brian Dean’s landing page of his SEO training course: Notice that the testimonials above don’t only have words in it — they have pictures. It’s a keystone of trust and would make the testimonials look more real and authentic. The problem here is if you don’t have any testimonials. That’s the reason why many business owners and marketers run beta testing or acceptance testing. It’s a way to gather direct feedback from customers who tried your offer.
Always invite them to do somethingYour landing page will never be complete without a call to action (or CTA). It’s the single most important element in your landing one — all the previous components of the landing page are designed to drive the visitors into doing the “action”. Remember how you have to define the desired outcome earlier? The CTA is the living embodiment of that outcome that would live inside your landing page where visitors could interact with. Here are some tips on what to do to make your CTA irresistible:
- Avoid using boring words like “submit” or “buy”.
- Enlarge your call to action so that it could easily be seen by your visitors.
- Be clever and interesting.
- Put your call to action in a box (or another clickable shape) and use color to make it stand out from the rest of the content.