Build A High Converting Landing Page With Everything You Need
This article shows you how to create an effective landing page by incorporating proven best practices and drawing inspiration from the classic narrative arc. Outlined below are all the key elements customers look for when making a purchase, presented in a familiar story format, to spark ideas for your own landing page design.
Consider our prospect is the unexpected hero, thrust into this journey (problem) where they need to reach the promised land (solution: a world where their problem is solved) and they'll get there with weapons (features) that we provide along the way. If you know The Lord of the Rings, Star Wars, or any other classic tale, then you’ve experienced the narrative arc.
1. Excitement
"Above the fold" section. Requires immediate spark of interest. Needs to inspire confidence. Exhibits clear positioning.
Questions to ask yourself:
Who is this for, who is our hero?
Who is this not for (antihero, or the alternative state of the hero)?
Main heading (H1): What are you offering them? (Must pass "the Mum test": if you told your mum what this is she’d get it right away).
Subheading (P): Why does any of this matter? (Call out our hero. Why they should care must be obvious. Tease the promised land where they have the solution.)
CTA: Ensure it's close to the "magic moment" of peak value realization. E.g. "Unlock The Treasure"
Question the visitor is asking themselves:
What's all this?
Why should I care? (Is it relevant?)
2. Connection
Introduce yourself, relate, be human. Explain why are you the right person/offering for the job.
Options for this section:
Call out the big and relevant change in the world!
Include supporting/reinforcing statements that expand upon positioning statement.
List out features and solutions, the tools to get our hero to the promised land.
Question the visitor is asking themselves:
Is this right for me?
Are they speaking my language?
3. Proof
Everyone is skeptical. Evidence can be offered up in many ways. Social proof is the main one.
Provide evidence of other hero's you've helped reach the promised land
Case studies from customer stories
Testimonials, preferably with video
Question the visitor is asking themselves:
Is it legit? (Luckily there's a relatively low threshold on this. The landing page and offering simply can't look shady.)
4. Conversion
This is where you get the person to take action. You must offer up all the detail they need to make the decision. Try to address as many questions and objections they may have.
Best practice:
(Most offerings, especially simpler offerings): simple on-page intake form including integrated purchase. No navigation off site.
(Alternative for more complex offerings): simple pre-order or sign-up form on-page
Ensure the CTA is close to the "magic moment" that illustrates “the hero's calling”
Consider other signals like a "100% satisfaction guaranteed" badge, or "Money back guarantee" offer. In reality, most people won’t ever claim these. If they do, pay them back.
Question the visitor is asking themselves:
How much is it?
What’s the catch?
What are the next steps? (What happens after I submit the form?)
5. Support
People always need to know where they can get help. Preference is almost always to reach a human.
In order of preference:
Phone number
Direct email
Contact form
FAQs (Preferably addressed in the body copy)
Chatbot