How to Write the Perfect Landing Page

How to Write the Perfect Landing Page

You are a new business owner and you just opened up your brick-and-mortar location. Your brand would like to attract clients from across the country to your unique product, but you'll need to create a website and a perfect landing page to do that.

Of course you'd love to write a show-stopping website, but you're unsure where to begin. What should be included in every product Landing Page? What methods prove useful in engaging customer click throughs?

These three steps will help you create the perfect landing page and turn those views into conversions:

1. Begin With a Promise

When examining your brand, you must look at the benefits you are trying to provide your customer. First ask, "What does my brand promise?" and "How will my brand do this?".

These questions will create the headline and subhead of your page and entice your readers with a clear "why" and "how." Copyblogger recommends doing this when your customer is not aware of your products or the benefits your service may offer.

Let's say your brand sells luxury organic soap that will get consumers "clean and fresh" with "sustainable locally sourced ingredients." Emphasize your product's unique selling points such as locally sourced honey or beeswax. Put them together and you get this:

HEADLINE: We'll keep you clean and new.
SUBHEAD: Our sustainable suds from locally sourced honey and beeswax are guaranteed to leave you feeling fresh.

2. Use Customer Testimonials

Many blogs emphasize using customer testimonials as a great way to pull in conversions. Customer reviews rely directly on the individual's experience with the brand, and not just words created by a marketing team, making them automatically more trustworthy to a reader.

Testimonials are also useful because they show consumers exactly what they will experience when they engage with your product. Using the soap brand as an example, if a customer review says, "I tried this soap and loved it.

It makes a great gift and smells wonderful!", a potential lead is bound to believe them. Try using social media and Yelp reviews of your service to gain credibility and trustworthiness for your brand.

A counterpart to customer testimonials are brand endorsements. This is when a brand such as a magazine, blog or editorial is asked to speak on behalf of a product or service, like product aggregation articles such as "10 Summer Must-Haves" in female magazines such as Cosmopolitan.

Lastly, there are celebrity endorsements in which an accredited celebrity will speak for a brand and its image. While both of these methods can be very useful, celebrity endorsements are usually not worth the cost according to Forbes, as a celebrity's potential troubles negatively affect the product or service.

3. Emphasize the Benefits

Instead of talking about the technical details of the product, talk about the benefits of your product. Kissmetrics recommends giving your leads a clear view of every advantage the product offers.

However, do not speak directly to the consumer about the solution your product gives. Going back to the soap brand, this could mean speaking about how beautiful the product may look near a bathroom sink or how the scent of the product fills the room when you use it.

Do not emphasize the solution of the product helping you feeling clean until the ending statement. This will leave your readers in suspense.

How can this be implemented on a landing page? A possible line of copy that goes through each benefit and finishes with the solution could be, "The smell of French lavender. The regal look on your counter. The unforgettable lather. Indulge yourself in the fresh, clean feeling of our soap today."