Our Facebook ad campaign is coming along nicely. You now have a target audience and 3 hooks that you think will be of interest to that audience (if not, go back and do the lessons in order!).
The next step is to actually turn those hooks into pages on your website that will capture leads.
Perhaps not surprisingly, this lesson focuses on creating lead capture pages, also known as landing pages. Landing pages have one job: get people to give you their contact information.
They will do this by explaining the value of your hook, and giving people the opportunity to access that hook by filling out a form with their contact info (usually an email address, but depending on your business you may want to ask for more information).
What makes a good landing page
At the end of this lesson I’ll link to some tools you can use to easily create landing pages. But first let’s take a look at examples of good and bad landing pages, and walk through what you’ll need to include to create a successful landing page.
Over the years, I have developed a framework for creating landing pages that can help guide your creative thinking. It comes down to 1 rule and 6 guidelines.
The rule is simple: your hook has to be compelling to your target audience. If this isn’t true, then the rest of the guidelines won’t help you. If your hook is very compelling, then the rest of the guidelines don’t matter as much.
Once you’re sure you have a compelling hook, these following these 6 guidelines can help maximize conversions on your landing page:
- Use a big headline that clearly communicates benefit to target audience. Don’t talk about yourself or anything beyond what the target audience gets out of your offer. Tell people what they’re going to get in language they understand.
- Display one clear call to action. Your landing page should have one — and only one — call to action. And it should be obvious to anyone what that call to action is. When someone lands on your page, they should know almost immediately what they are supposed to do next.
- Make your form as simple as possible. You’ll need a simple form to collect contact info. Only include as many fields as you need. Every extra field will lower your conversion rate. So if you just need email, don’t ask for their name and address as well.
- Include social proof. You should try to demonstrate that your offer is popular and well-liked. You can do this through testimonials, awards or ranking you have received, or data about how many people use your service/how many customers you have. Anything that demonstrates to your target audience that people like themselves are interested in what you have to offer.
- Communicate scarcity. If you can find a way to make people feel a sense of scarcity — that there is a limited amount of what you’re offering, or the offer will expire soon, they are more likely to act immediately.
- Responsive is a must. This almost goes without saying, but your landing needs to work and look good on devices of all sizes, including phones, tablets, and desktops. If this isn’t the case, you’re leaving customers and cash on the table.
And that’s about it — 6 simple elements. And yet so many businesses do a bad job of this. Let’s look at a few examples of real landing pages and analyze where they succeed and fail.
Landing Page Examples
This landing page has a big headline with a clear value proposition (generate more leads) speaking directly to the target audience (bloggers). The call to action in the big blue button stands out. And it’s responsive. However, they don’t communicate scarcity or social proof, and the form is relatively long. Those elements could be improved, but overall I suspect this page performs well.
Here is a landing page that is quite good, but doesn’t include some of our recommended elements. Instead it answers a simple question that this company’s target audience wants to know the answer to. Trulia knows that people assessing the value of their home are good leads, so they have created a hook that speaks directly to that audience. This landing page shows that if you have a great hook, you don’t need to worry as much about everything else.
Here we have a truly terrible landing page. No value proposition. No social proof, no scarcity. And what is the hook? I have no idea because there are a dozen different calls to action. Everything about this page sucks. It’s worth noting that SAP is a huge tech company, so this sort of garbage is even more unforgivable (and yet less surprising).
Now you know what it takes to create a good landing page.
As promised, here are some tools you can use to create landing pages for your hooks without any coding experience required:
Your homework is to use one of these services (get the free trial) to create a landing page for your hook. Feel free to share it in the members group (if you are signed up) and we will be happy to give you feedback. If you aren’t a member, you can always sign up here.