[How To] Create A Landing Page That Convert LIKE A BOSS!!

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Scritty

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It's really quite easy.

P+P
V
P
T+T


This is the way you lay a page out.
This is what that means and how it works...

P - Problem and Product
Must be above the fold on HD

What it is you are selling?
The "quick" version.
This goes at the top of the page. There are no social media buttons and no navigation clutter. Use white space well. It has a psychological effect as well as a clarifying one. Don't get too busy with colors - but DO consider a video or strong image/set of images to do most of the work for you. Feel free to have a buying button on the right hand side approximately 30% of the way down the page.

Above all KEEP IT SIMPLE at this point. This area is to sell an idea rather than a product. What problem is the product or service solving? This is all about building a relationship and looking professional (confidence building).
The thought process you want to evoke is:
"Yes, this is my problem, these people from this site understand my issue - oh and I see they have a product for it - great"

Feel free to have a small link here to the second T - read on to see what that is...

V - Value
Must be above the fold on HD

Why you? What is your USP? What is better about your product or service? Have you been in the market for years? Do you offer better service, faster delivery.
In other words - What is your value proposition?
This will normally be text based but don't be afraid to add images if they help make the point.
Have another buying button here, at the bottom of this section. Probably full width with branding.

P - Personality

Can be below the fold

Note: If someone needs to know this they are a likely buyer.
Maybe not from you unless you do this right, but you have got them to scroll down the page. They have seen the product and you have told them why your version/sales/service is better than competitors. So why are they here - scrolling down the page?

Because they need reassurance. That you are real, that your service is legit.
Here is where you talk about yourself (as a business perhaps). Another image maybe - this time of you or your premises or your unique take on the product in some way.
The chances are the visitor has used the scroll bar on their browser to see this, this makes them a real prospect. Convince them you are real and will be there for them in years to come.
Have another buying button here, at the bottom of this section. Probably full width with branding.

T - Testimonials + Technical Information

Can be below the fold

Testimonials


So they know the product, they know why yours is best, they've met you (or your business persona) Now what?
Well the need a double dose of reassurance, this time NOT from you, but from your previous customers. If you have no previous customers then about the quality of the product, or your work in other areas.
This needs to be from other people, it needs to be believable (true).
You can almost have as many as you want here. Go for it! 30 testimonials is better than 3.
Lay them out with a tag line such as "Great Product" - the name of the referrer then perhaps a link to the full testimonial on another page or revealed below using a HTML accordion etc. Whatever suits your theme.
Have another buying button here, at the bottom of this section. Probably full width with branding.

Technical Information

This aspect really depends on the product or service you are selling and is the biggest variable here. If it's a simple concept or product, by all means put the tech data here, on the landing page - at the very bottom.
Remember you might have linked to it with a scroll link in the first P at the very top, but it only goes at the very bottom or - if it's a very technical product with lots of data a user is likely to need before making a purchase then a link to a PDF here.

Link to a PDF IS BEST! - Much better than a link to another page of your site. Any Office document can be converted to a PDF these days. There's no excuse not to have one.

Create a small PDF and get it branded and have links to this and other product pages in it. Your contact details. Consider it a selling tool that exists on people's PC's even after they have closed your website. Have a section that follows these PVPT rules in it

Common Mistakes.

Putting elements of Value in the Proposition
Putting elements of Personality too high
Mixing the Testimonials with the Personality

Plan your page out beforehand and get it in this order.

How many sites use this lay-out.

Nearly every successful site uses a variation of this layout.

Now What?

I bet you read this in less than 5 minutes right?


So spend another 25 minutes looking at landing pages from a ton of websites in every niche you can think of. Look at them critically with these 4 - 6 elements in mind and see how the big successful companies both use this layout - and how each one differs slightly in terms of how they present. Get some ideas and scribble them down on Notepad or wherever. Then just think on it over night - then tomorrow come out and create a killer landing page based on your creative skills and this proven formula.

And cash in!!!

Scritty
 

neutralhatter

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Just what I needed. will be reading this carefully. Always been a fan of Scritty.
 

vour95

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cutt.ly
You can also read this to see some mistakes you make when writing sales copy.
goo.gl/bHDRH9
 

Scritty

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There is an "itch" that many people have to start listing features above the fold. 15 bullet points of stuff the product does (I know - I've done just that in the past) RESIST.
Speak about the problem and your solution in general but personal terms.

E.g Selling a lawn mower you might want to have
It's petrol driven
Has a grass collector
Cuts really low
Has great blades

All this needs to be on the page - but not in writing at the top. Instead; (as just an example)

A 30 second vid is someone mowing the lawn, he has no power lead, there are no piles of grass just move to a close up of grass being ejected into the nice big grass collector.
He goes to put it away, rubs the back of his hand over a really low and even lawn then the edge of the blade - still sharp, catches the sunlight.

Tagline "A great cut. Every time - Everywhere" Or something like that (I made all this up as I was writing it - I'm sure with your product you could do a hell of a lot better)

The link to the tech description is here (small - only for those who really want to know this stuff - and most people won't - at least not at this stage)

Have a great headline, have a buy button, and that's the first section - Job done.
No bullet points - no TL'DNR The product is already 66% sold and you haven't explained one specific detail. That's good selling.

:)
 

W9go

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nice post ... its good to read. you make them in Wordpress ?
 

Great Gatsby

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Wonderful read! Learnt something new here, will definitely implement in my future projects.

Thanks for the share!
 

Scritty

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nice post ... its good to read. you make them in Wordpress ?

Wordpress is fine. I make landing pages for clients as well, most use a CMS of some description. I'd say 70% Wordpress, then Joomla is probably next.
The styling is important, that's why I suggest looking at some top ranking product sites to get ideas for that, but the layout. Stick to this and 9 times out of 10 you are GOLDEN :)
 

Naroha

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well and how to code this ._.? my biggest problem heh
 

The Curator

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Great post! Almost a 101. What is your opinion of long form landing pages?
 

Scritty

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Great post! Almost a 101. What is your opinion of long form landing pages?

Great question. Takes me back to the long form "Kubrik" style blogs of 7 or 8 years ago.
That style of page was suited to long form. Red and/or blue H1 tags, multiple opt in links. Followed the PP V P TT in most cases.
What I will say for them is that - alone - they can often give you a decent boost in SEO terms. More text - more boost (a little anyway)
They also seem to work if the product is in certain niches - making cash or starting a business are two prime niches where long form still works. Selling a service rather than a deliverable physical product. I think psychologically people need a little more reassurance in these cases and the personality and testimonial aspects of the sales page can get really REALLY long.

In other cases, let multimedia do most of the work with some sharp bullet points emphasising the USP of the product and/or you as a seller of it - specifically worded to point out, and then solve - a problem the buyer is having. Remember every product solves a problem. Even a video game solves the problem of boredom - everything solves a problem. SHow that - then solve it.

Overall I think long form is now a little dated outside financial service independents and some specific services.

Just my thoughts.
 

Dark Comedy

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Would you mind linking to an example website to check out your thoughts in action?
 

The Curator

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Great post Skritty, one of my clients niches is financial services which prompted me to ask so thank you for that confirmation.

Dark Comedy let me see if I can dig one up.
 

Scritty

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Great post Skritty, one of my clients niches is financial services which prompted me to ask so thank you for that confirmation.

Dark Comedy let me see if I can dig one up.

The really big boys - those who are already household names - don't tend to use this formula as often.
Why? Because they don't have to.
If you go to Barclays Bank you already know who they are, what their reputation is and what they sell (more or less)
They can go straight for their current best value proposition at the top followed by options and deals underneath.
This is specifically for YOU guys here an BHW. Solo marketers generally. Business that are not well known.
 

The Curator

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The really big boys - those who are already household names - don't tend to use this formula as often.
Why? Because they don't have to.
If you go to Barclays Bank you already know who they are, what their reputation is and what they sell (more or less)
They can go straight for their current best value proposition at the top followed by options and deals underneath.
This is specifically for YOU guys here an BHW. Solo marketers generally. Business that are not well known.
Reminds me of the stages of awareness I read about in Copyhackers.
 

trafficexpert393

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Thanks for the advice. This is something I'm planning on getting int very soon, and I appreciate it.
 

Vladamir

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Great post, sorry for the bump was looking for something like this...and what the hell happened to scritty he was probably my favorite contributer on the forum, why did he get banned had great posts, and his blog website is down
 

Dark Comedy

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I'm glad this post resurfaced.

Ok... I do have a question regarding OP's ideas (which I fully agree with)....
But, there's also this: To me, all I see when I see a landing page is this sales-y, almost scammy looking page that's sort of a turn-off. They feel like those "you can make a fortune, I did it and you can too, just scroll down past me describing how I spend my wealth to buy my system"

Is there a way to make a nice landing page with all of OP elements... but not have it feel like it's one of those "i did it and you can too" pages?
 
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