So you want to write the best product landing page possible? Well, then, it’s time for a little mental exercise! Imagine yourself at a convention. You’re attending it with the intention of meeting new people, so you’re not too surprised when someone comes running up to you and introduces themselves. Here are four distinct individuals. We’d like you to think about your reaction to each:
The person with baggy paint-stained shorts, a skateboard under their arm, and wearing rope necklaces. They say “Suuuh, dude?”
A business executive, dressed in full business attire: blazer included. They politely introduce themselves with a business card and tell you what they do.
A person who appears to be in their 90s: they’ve got a walker and a little baggy full of bird seeds. They ask you where the nearest park is.
A young person in business casual attire, carrying a coffee in one hand and a phone in the other. They introduce themselves warmly and ask what you do.
Chances are, you had an emotional reaction to each of these individuals. It might have been a “yikes” or a “how professional” or maybe even a “looks like the convention is over and I’m going bird feeding in the park today!”
The point is that first impressions are everything.
In digital marketing, we don’t get the benefit of an in-person first impression. Instead of physical appearance, tone, and body language, we have to rely on different tools in order to ensure our clients get the right first impression of our services or products.
So with that in mind, let’s talk about the most essential tool in your first-impression arsenal: your product landing page.
Key Elements For Your Product Landing Page
We’re like obsessed with fun metaphors around here, so we’re going to keep that mental exercise going! How does a convention compare to the online shopping experience?
Well, conventions are a great way for people to find a specific good, service, or contact related to their specific interests. These events are filled with business owners all vying for attention and trying to make a good first impression.
This is similar to when a customer searches for a product or service online. Only now instead of walking up to someone, shaking their hand, and asking about their business, they’re clicking on a link and being taken to their product landing page.
How far can we take this metaphor? Let’s find out!
Designing Your Landing Page = Dressing to Impress
The design of your product landing page is the equivalent of picking out what you’ll wear to an important meeting. It takes about 1/10th of a second for a person to form a first impression: meaning that how you present yourself is more important than the first words out of your mouth. This applies to your web design as well!
Here are some of the most important visual elements for your product landing page:
- A well-designed call-to-action button that is easy to see and identify
- A navigation menu that is easy to use
- Relevant and high-quality photos and videos
- Consistent and attractive branding, logo, and color design
- Clear and readable font-types
If your customer doesn’t like your branding or your design, they’re more likely to bounce and continue their search elsewhere.
Headline = The First Sentence Out of Your Mouth!
If the design of your product landing page is the clothes you wear, then your headline is the first thing you say when you introduce yourself to people. Because your headline will be incorporated into your design, it should take only a second for them to find the headline and immediately understand that they’re in the right place.
While it is important to be attention-grabbing, it shouldn’t be so attention-grabbing that it’s confusing.
Let’s go back to our convention. Let’s say your name is Alex, you own a cajun restaurant and you’re looking for investors. Here are two different ways of introducing yourself. Which is more helpful?
“Howdy! My name is Alex! I love cookin’ up some cajun food! What do you do?”
“Howdy! I’m Alex. Where do you stand on the subject of Bigfoot? Real or not?”
Ok yeah, that was silly, but we’ve seen weirder! As a rule, your headline should tick the following boxes:
- Highlight what you do
- Hook your readers, sell a benefit or solve a problem
As long as your headline addresses the above in a way that is clear and concise, you’ve hit your mark!
Great Copy – Your Conversation With the Masses
Now that you’ve hooked your readers with a consistent design and a clear headline, the real fun begins. This is your chance to have a conversation with your readers, present your unique selling proposition and tell people what makes your product unique.
We’ve discussed tips for writing a great product description before, and have gone into significant detail on the subject. For now, we’ve got the following tips:
- Know your client. If you don’t know your client, your copy will either end up being generic or scattered.
- Emphasize the benefits. People don’t want to know how your product works. They want to know what it will do for them.
- It’s a conversation, not an essay. Your writing should be concise and simple. Don’t get bogged down in technicality. Instead, write how you speak!
- Work with your design, not against it. When in doubt, use a chart or table to convey your point. Don’t use too many words where a graphic would paint a better picture.
- Don’t be afraid of specificity. There’s nothing worse than grand generalizations that tell your customers nothing about you. When you talk about what your product can do for them, get specific. “After working with us, our clients average an increase in conversations by 60%!”
Social Proof – The Digital “Word of Mouth”
We’re back at the convention! You’re dressed to impress, you’ve made a great first impression with your introductions and you’re in the process of pitching your business when someone you previously worked with interrupts the conversation. They take a moment to shake your hand and tell your new prospect how your product or service has changed their life.
This is social proof, and you should always incorporate it into your product landing page!
Customer testimonials are one of the most powerful conversion techniques we have. It’s letting your customers write your copy for you. It’s the proof that you’re not just a nice suit and a sales pitch, but a human being with a product or service that has the power to change lives.
Call to Action – The Reason You’re Here
Your call to action is the key to your conversion. If you neglect this step, you’ve wasted your time as well as that of your potential client! On your product landing page, you should have a clear call-to-action as well as an accompanying button.
This is so important, that we already wrote an entire blog about it. For our purposes today, here are some important things to remember writing a strong CTA to accompany your button:
- If there’s no Verb, it’s not a call to action. Words and phrases like: “try”, “buy”, “get started”, “subscribe”, “learn more”, “find out”, and “claim” are just a few strong examples.
- It should be exciting! Whether you’re making a promise, throwing in adjectives, or playing up your USP, your CTA needs to make your clients feel happy about the action you want them to take.
- Keep it consistent. If you’re selling a fitness product, for example, and your story has been about how you’ve helped people “build their strength” then your CTA shouldn’t change the focus to “losing weight”.
You’ve got the ingredients, now get cooking!
If you made it this far, you now have what you need to ensure that your product landing page not only catches people’s attention but also increases conversions. You’ve leveled up your first impression! BUT –
Is that enough?
Landing pages are just one piece of your marketing plan. You may have built the perfect landing page, but if the rest of your marketing falls short it might not matter. If only there was an awesome quiz that helped you identify the holes in your strategy and help you grow your business…
Oh wait, there is! Check out our sweet quiz to see how you can improve your marketing strategy!