A Landing Page is a focused, appealing and engaging web page, built for a specific audience with one primary objective that compels the visitor to take action.
The primary difference between the average web page and a landing page, is that landing pages are more focused because they’re built with one specific audience in mind and one specific objective in mind unlike visitors to a web page where the motive of the visitor could be to contact you or learn more or start a live chat, send you a message, check out your blog etc. on the other hand, landing pages are designed to direct the visitor: this is what you should do, you should do it right now.
Perfect for testing
“This” in our questions refers to whatever the landing page is offering, whatever problem it’s trying to solve. For example, if the page is for a personal injury attorney, and you’re trying to generate leads by offering a free consultation – it is important for visitors to understand what the page is about, it’s also important for them to see how it is relevant to them, they immediately like the overall layout and usability (UX) of the page and the page should also demonstrate how the law firm has helped other people in a similar situation. It should also invoke a sense of trust and security to the visitor, and finally, It should also show the visitor what they need to do to get help right away.
Those are the six questions, and how they relate to clarity, relevance, affinity, influence, trust and action.
One of the biggest stumbling blocks that leads to visitor frustration, is when the visitor lands on the page and it is not immediately clear what the page is about, or what the big idea is. So the answer to the clarity question is to create a clear and compelling headline. Your visitor will know what the page is about straight away from the headline.
Our copywriters know how to construct a clear message and how to eventually move your visitors perception beyond this and towards the essence of the problem they are trying to solve, for example, Uber’s main service is getting the visitor from A to B, but the experience involves getting the service when and where you want or need it without relying on a rigid schedule or having to make your way to a bus stop or a taxi rank. So now we’re focusing on the experience (the convenience) rather than just the features. This is a valuable skill to acquire that adds interest to the headline and helps create more compelling reason to read on.
Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self. – Joanna Wiebe
There are many useful tools you can use to make sure your pages are working properly such as try my ui, UsabilityHub, lookback, GTmetrix, hotjar and BrowserStack.
Good design is obvious. Great design is transparent. – Joe Sparano
The design of your page shouldn’t get in the way of the offer – it should merely support it.
When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd. – Robert Cialdini
If people like you they’ll listen to you, but if they trust you they’ll do business with you. – Zig Ziglar