In this article, you’ll learn how to create a landing page that converts visitors into leads. We break down the business principles and psychology about how and why people click to become leads and customers.
Survey Your Audience
Surveying is essential and it will give you three things:
- You’ll discover the pain points of your audience and provide solutions for them
- You’ll identify new audiences looking for solutions carving out product opportunities and new niches
- You’ll identify what people want rather than assuming what they need
Many people develop products and funnel pages, only to realise nobody wants the service once the time and money have been invested. This is why the survey and research stage is essential before you start.
Remember you’re looking for people searching for solutions.
Good survey tools include Facebook surveys, Survey Monkey and survey software.
Have A Copywriting Framework
When you create anything for your business it’s much easier to work from a marketing framework. These frameworks cater to individual audiences, brands and pain points and will help you craft engaging content that is congruent and meaningful for your audience.
There is extensive training with 10 copywriting frameworks you can use at McLauchlan Academy
The Landing Page Content
Unlike a regular webpage, a landing page has one primary goal – to encourage visitors to take a specific action, such as signing up for a newsletter, downloading a free resource, or making a purchase.
All we need is a headline, a subheadline and a call to action. Keeping your landing page simple and uncluttered is key.
Headline
A compelling headline is the first thing visitors see when they land on your page. It should immediately grab their attention and communicate the core benefit of your offer.
A great headline follows the following principles:
- Is clear, concise, and easy to understand
- Addresses a specific pain point or problem your audience faces
- Creates curiosity or urgency.
In the video, our landing page headline reads “You’re About To Learn How To Unlock 3 Residual Income Streams By Accessing All The Tools, Help And Guidance You Will EVER Need.” This headline highlights the pain points and the solution.
To learn more about creating compelling headlines come back to this article.
Sub Headlines
The subheadline supports the main headline by adding more details about the offer. It should provide additional clarity while maintaining the visitor’s interest.
A good subheadline does three things:
- Expands on the promise made in the headline
- Reinforces the key benefits
- Encourages visitors to continue reading.
For example, following the headline above, our subheadline reads “This quick video reveals a brand new way to generate 3 reliable residual income streams that ANYONE can do working from home.”
Call To Action
Your CTA tells visitors exactly what they need to do next. It should be prominently displayed, action-oriented, and compelling.
Here are three typical examples:
- “Get My Free Guide Now”
- “Start Your Free Trial”
- “Book Your Free Consultation”
On our page, the call to action reads “Yes! Please Give Me Access To The Video.” In addition to that, our call to action taps into two psychological modals which we’ll talk about in the next section.
Landing Page Principles
Our landing page so far follows some simple principles that all landing pages need to follow.
They are:
A compelling headline, the sub-headline and a call to action.
All these elements need to be “Above the fold” which means visible without scrolling. This term was coined in the newspaper days when all the elements of the main headline story had to be displayed while the paper was folded.
As I mentioned, simplicity is key. White backgrounds work better as black font over a white background is easier to read for most people. Simplicity keeps visitors focused and more likely to take the desired action.
Funnel Page Psychology
Psychology plays an important role in creating a converting landing page and understanding the psychology will place meaning into your page.
Robert Cialdini is the psychologist who outlined the six principles of persuasion, and we use these when building landing pages and sales funnels.
These six principles are:
- Reciprocity
- Scarcity
- Authority
- Commitment and Consistency
- Liking
- Social Proof
Some of these psychological elements are weaved into our landing page in particular the button call to action which is about commitment and consistency.
Rather than having the opt-in form on the page, clicking the button activates a pop-up form. This keeps the page clean while activating the commitment and consistency theory, where micro commitments guide people to larger ones such as clicking the button and completing the option form.
The opt-in form itself also has a widget that displays a 50% image, indicating the task is only 50% complete. This activates the Zeigarnik effect where people crave completed stories, resolved problems, answered questions and achieved goals.
The Funnel Building Software
There are many different types of funnel-building software available and over the years I have used many of them. The software I use in the video is called Funnel Builder, it’s $25 per month with unlimited funnels, domains and functionality.
What’s more, the service is hosted in Amazon AWS which means lightning-fast pages and worry-free hosting and security.
Use this link to visit the page in the video and access the software for yourself.
Did you find this article useful? Let me know in the comments.
