10 differences between a good and a great landing page
What came first, the mega-successful landing page or the mega-successful company that features such a landing page on its website? You can bet that in many cases, it’s in large part due to the former that the latter exists.
Here are just 10 ways to turn your landing pages from good to great.
- Compelling icons
- Make it look educational, not salesy
- Include a ‘Johnson Box’
- Refer to positive press you have received
- Offer several buying options
- Publicise ‘risk reducers’
- Show the logos or photos of past clients
- Focus on benefits, not just features
- Put the emphasis on “you” and “your”
- Appeal to the visitor’s need for immediacy
Yes, even the icons that you use on your landing page – such as graphical exclamation marks or pointed fingers – can help to induce that much-needed urgency in your landing page visitor.
If your landing page is geared towards providing guidance on a particular subject, make sure it actually lives up to that promise, instead of immediately shoving sales content into the visitor’s face.
A ‘Johnson Box’ is a staple of direct marketing emails, containing such details as the page’s key message, contents or even a quote. It may be used at the top or further down the page.
It might be easy to forget that time your business was favourably mentioned in The Guardian or a local or industry publication, but your visitors will certainly be reassured to know of it.
Providing a choice of packages or subscriptions at different prices helps to switch the reader’s focus from “Should I buy?” to “Which one should I buy?”
Settle the nerves of those dithering over whether they should buy from you, by prominently mentioning a ‘risk reducer’ – such as the option to cancel at any time with no minimum term.
If you’ve catered to brands or people that visitors may have heard of (or even ones that they haven’t), it really helps to build your reputation if you include their logo or photo, not just their names in text.
Sure, you can’t avoid talking about the features of your products or services, but this should be done in a way that is expressly aimed at answering the potential customer’s ‘pain points’.
Even when faced with a seemingly relevant landing page, many visitors will still think “But my situation’s different”. So, emphasise that whatever their specific needs, you can cater to them.
We all like a bit of instant gratification from time to time. Leave the visitor in no doubt that if they buy or sign up now, they can expect an instant benefit – and be sure to define that benefit clearly.
There you go – just ten ways in which you can transform your good landing page into a truly great one. Don’t be afraid to contact Piranha Designs’ experts today to discuss in greater detail how you can make your own company’s landing pages as effective as they can be.
