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The Ultimate Landing Page Guide

The Intelligent.ly campus recently welcomed back Christopher O’Donnell for an encore appearance following his May class around product management. You better believe he delivered big again, this time with The Ultimate Landing Page Workshop!

Types of Marketing MessagingThis class was heavily example-driven, and students were even given the opportunity prior to the class to send in their own landing pages to be judged. For some it was a pedestal. For others, a guillotine. One landing page in particular had several flaws that Christopher was quick to correct and offer advice on—good thing they came to class…

Having a successful landing page is all about give and take. The ultimate goal is obviously to secure and retain a customer. However, the smaller, sometimes underestimated exchanges in between is what can make the difference between building a customer base and chasing your customers away.

Deliver Value

Value. It’s one of the few things in this world that everyone wants. Valuable commodities, valuable information, valuable time. Your potential customers are no different. What does it take to make someone a lead? Simple. Offer them something of value. It might even be as bartering an eBook for an email address. Make them feel as though they’re getting something for not much at all. Once you get that small piece of contact info you’ve officially gotten a lead, which, with plenty of water and sunlight, should eventually become a customer. All you’ve given up is an eBook fresh off the press.

Peg Your Personas

Tip: Along with the email, ask “What best describes you?” to help peg your personas. Provide users with descriptive, straight-forward options in a dropdown box. This simple step allows your leads to organize themselves for you.

Experiment with Tone

There are four basic types of messaging you can employ in your landing page: Fear-based, Descriptive, Promise-based, and Social Proof. Here’s some examples of each.

  • Fear-based: “Don’t let this happen to you!”
  • Descriptive: “Light, fluffy, and straight from the oven.”
  • Promise-based: “You’ll see your waist shrink four sizes, guaranteed.”
  • Social Proof: “This class helped me get a promotion!”

Switch Your Lens

Sometimes seeing your landing page through your visitors’ eyes is the best way to understand what you’re doing right and where you’re losing people. Some things to consider:

  • How did they get there?
  • What is their state of mind?
  • How well do they know you?
  • How well do they know what you’re offering?
  • How motivated are they?

This is just a taste of what Christopher offered in class. For access to the slides he used in class, click here.

from BostInno http://bostinno.com/channels/the-ultimate-landing-page-guide/