Landing Pages That Convert: 6 Must-Haves for Crazy-High Conversions

Key Takeaways

if you want to know how to make landing pages that convert I'm going to show you how and we're starting right now if you want to transform your website into a customer or lead generation machine I'll show you all my best tips tactics and secrets to get there fast let's dive in hey there welcome I'm Wes McDow web strategist for the deep end and if you're not subscribed to the channel yet we do two new videos a week and just click the Subscribe button and a little bell icon next to it so you never miss another video you need to succeed online now the right landing page strategy can be a huge differen maker in your business because it can attract the right kinds of customers to the exact right offer for them for example if you're a service business that offers different kinds of services like let's say you're a contractor you may offer bathroom remodels kitchen remodels so in that case you don't want all those people finding you just through your homepage what you'd rather have is people finding you through dedicated landing pages that closely align with what they're looking for now when I talk about landing pages this can also refer to a dedicated page that's all about just getting an email opt-in in exchange for a lead Magnet or if your business offers one kind of overarching product or service like if you're a plumber or like a recent client of mine or you wedding band then you can absolutely apply this to your homepage as well in any case there are certain best practices that you should really adhere to if you want to convert the most number of site visitors into paying customers or at least to get them as warm Le leads if your goal is an opt-in list so first things first and that's keep it simple by using the rule of one in the rule of one you want to think about one message one offer and one call to action per page most businesses just say way too much on their websites and your landing pages are definitely no place for that it's why we have a landing page strategy at all you know to compartmentalize all those different services or products or offerings into their own pages so for each landing page planning you want to focus on one core offer whether that's a service you provide or a product you sell or a lead magnet in exchange for that email address or even just a special deal and the messaging needs to be talking all about that one offer not about the history of your company or about the charity work you do on the side just that offer and there needs to be one super clear call to action button which provides a clear path of what they need to do next all right next I want to talk about the 5c Rule and I'm not talking about eating dirty food off the floor here this has more to do with the fact that people have very limited attention spans because our brains are pretty much hardwired to really only pay attention to information that benefits us and that we don't have to burn too much energy to comprehend so for those reasons your website needs to communicate really clearly the following three things in less than 5 Seconds first it has to tell people what it is you provide how that makes their lives better and then what do they need to do to get it and not only does that have to happen in the first 5 Seconds it also has to happen at the very top of the page uh without them scrolling down you know I'm sure you've heard the term above the fold that just refers to all the real estate that's above the point on the page where you have to scroll down and there's a lot of debate on this you know yeah people are a conditioned to the internet and websites and they know that there's information below the fold and they will scroll down but only if those three questions are answered and in such a way that makes them want to know more okay so the next element of a high converting landing page is conveying your three key benefits one of my favorite tricks when I work on any web project is to come up with those top three uh benefits or you can think of them as perks that your customers get when they work with you and benefits don't mean features one of my favorite examples of this is from Apple you know everybody loves to use apple as the example uh but this is when the iPod first came out you know they could have very easily went into all the tech specs of you know this thing has a gigabyte of of storage on it but they knew that wouldn't really mean much to the customer so instead they framed it as a thousand songs in your pocket you know the storage capacity is the feature but the ability of the customer to walk around with a thousand songs in their pocket now that's a benefit that they care about and coming up with these benefits is actually easier than you think so first of all think of the features that you provide your customers that maybe your competition doesn't or maybe they do but they aren't talking about it so think of those features then ask yourself what's the benefit the results from that feature you know fill in the blank like this we offer feature a so you can dot dot dot for instance if you were an installer of vinal patios uh you know the fact that they're more durable than wood that's a feature but the benefit is they're maintenance free and you never have to stain or paint them for the lifetime of the product so come up with those three benefits you know three is just kind of that magic number that looks good on a page and doesn't feel overwhelming name each benefit with a headline give it a really short description like a sentence or less and then you're going to want to use some kind of an icon or a photo to go along with it to make it more visually appealing and understandable at a glance you know people do more skimming of websites than actually reading them so the visual cues go along way there the next element of a really highly converting landing page that I highly recommend you try to do this year is a really short video that clearly establishes the problem you solve how you solve it how that helps your customer life for the better and what's to be lost by your customer if they don't go with your solution and they go with another solution or choose nothing at all it only needs to be around 60 seconds and it should tell that complete story from start to finish really emphasizing the transformation that occurs from before your customer found you to the happier after State and just go ahead and end the video with a really clear call to action and that should be the same call to action that you use everywhere else on that page all right number five is social proof so every good landing page needs either a testimonial or a case study featuring somebody who is already gone through that transformation that we just talked about now videos tend to work best here they just connect better than anything else but you can also use you know text based testimonials just be sure to include a real photo of the subject and shouldn't be too long just a few sentences Max cuz again people are skimming and not really reading so basically just make it a few sentences long and it should still within those few sentences tell that story of where they were before they found you finding you and then what their results look like after the fact all right number six is a features list so I we talked a lot about you know emphasizing benefits over features which is all that everything we've talked about so far appeals much more to the emo side you know cuz if you know anything about marketing most people make their buying decisions based purely On Emotion but this is the section that lets them actually you know uh justify that decision with a more logical point of view so for this all I really recommend is just a simple bullet list uh which talks about all the nuts and bolts things they get included with going with your service you know things like a dedicated customer service rep or pickup and drop off service one little thing I like to do here that that I think makes a difference psychologically is rather than using just circle bullets I like to use uh check marks you know in their mind these are just things they can check off and it really emphasizes what they're getting from going with you versus just kind of a random list of features all right so now I want to hear from you and I want to know uh which of these are you currently using on your own landing pages or if you're not currently using any of these which are you excited to put on your landing pages in 2019 I want to know all about it so leave that with any other comments or questions in the comment section below I'll read through everything and answer all the questions I can and if you're not subscribed to the channel yet go ahead and click on the circle icon here to subscribe and if you haven't accessed my free mini course yet how to guarantee website Roi you're not going to want to miss it so just click right up here this box here to get instant access to the mini course all right guys I'm West McDow for the deep end I'll see you in our next video