Want to learn how to get new clients with NO experience - in 24 hours or less? I created a $500 course teaching copywriters how. If you enter your primary email address below, I'll send you a popular video from this exclusive course for free. 👇
Want to learn how to get new clients with NO experience - in 24 hours or less? I created a $500 course teaching copywriters how. If you enter your primary email address below, I'll send you a popular video from this exclusive course for free. 👇
Monday, September 09, 2024
Creating a landing page that converts can feel like trying to solve a puzzle with missing pieces. You spend hours writing, designing, tweaking, and testing, yet the conversions just don't reflect your hard work.
It's frustrating, right?
But what if I told you there’s a landing page checklist that can take the guesswork out of the equation? This isn’t just any checklist – it’s a proven blueprint that top landing page copywriters use to boost conversions overnight. Let’s dive into why using a checklist is your secret weapon:
Ready to transform your landing pages? Stick around, and I'll walk you through how to structure your pages for maximum impact. Let's get those conversions rolling!
The foundation of a high converting landing page starts with a solid structure. Think of your landing page as a story that guides your visitor from curiosity to action. Here’s a clear structure to follow:
Capture attention immediately. Your headline should be compelling, clear, and directly address the visitor’s problem or desire.
Reinforce the headline and provide a little more detail. It should entice the reader to keep going.
Use visuals that support your message and appeal to emotions.
Clearly list what the visitor will gain. Benefits should lead, followed by the features.
Include testimonials, case studies, or logos of companies you’ve worked with to build trust.
This is crucial. Make it stand out and ensure it’s clear what action you want the visitor to take.
Keep them simple. Only ask for essential information to minimize friction.
FAQs, additional testimonials, or a final pitch to address any remaining objections.
Include security badges, money-back guarantees, or any other trust signals that reassure visitors of the credibility and safety of their decision.
Sum up the offer and reiterate the main benefits. Finish strong to nudge the visitor towards the CTA.
Following this structure will give you a solid foundation for creating a simple landing page that converts. Next up, I’ll break down the ultimate landing page checklist to ensure every element of your page is optimized for success.
Copywriting is the backbone of any landing page. It’s the art of crafting persuasive text that convinces visitors to take the desired action. Great copywriting connects with the audience, addresses their pain points, and presents your offer as the perfect solution. Effective copy can significantly increase conversions by making your message clear, compelling, and irresistible.
Here is a landing page checklist to follow:
Your headline is the first thing visitors see, so it needs to be attention-grabbing and convey the main benefit of your offer immediately. Think of it as your elevator pitch. It should be short, impactful, and address a specific problem or desire of your target audience. For instance, instead of a generic “Learn Copywriting,” try “Unlock Your Full Potential: Master Copywriting in 30 Days!”
This supports your headline by adding more detail and enticing the reader to stay on the page. Use it to elaborate on the main benefit mentioned in the headline, addressing any immediate questions or objections the reader might have. For example, “Join our comprehensive course and transform your writing skills with proven techniques used by top copywriters.”
The body copy should explain your offer in detail, focusing on what the visitor will gain. Write in a conversational tone that resonates with your audience, highlighting the benefits rather than just the features of your product or service. Use “you” and “your” to make it personal, and break up the text with short paragraphs and bullet points. A compelling body copy might say, “With our course, you’ll learn how to craft compelling copy that captures attention and drives action. Imagine writing emails that your audience can’t wait to open!”
These help visitors quickly scan and understand the key features and benefits of your offer. Use them to list the main features and benefits clearly, starting each point with a strong action verb. Keep each point concise and focused on one main idea. For example:
Your tone should build trust and ensure your message resonates with your audience. Match it to your brand’s voice, whether it’s formal, casual, playful, or authoritative. Stay consistent throughout the page, speaking directly to the target audience’s needs and emotions. If your brand is fun and energetic, make sure your copy reflects that energy.
Stories create an emotional connection and make your message more memorable. Use relatable anecdotes or scenarios to draw readers in, highlighting a problem and showing how your product or service provides a solution. Keep it relevant and concise to maintain interest. For example, “Meet Sarah, a struggling freelancer who transformed her business after mastering our copywriting techniques. Now, she’s closing deals with top clients effortlessly.”
The CTA tells the visitor exactly what to do next, guiding them toward conversion. Use action-oriented language like “Get Started Now” or “Join Us Today.” Make the CTA stand out with contrasting colors and clear placement, repeating it at strategic points on the page. For instance, “Ready to become a master copywriter? Click ‘Enroll Now’ to start your journey!”
Your Unique Selling Proposition (USP) is what sets your product or service apart from the competition. It’s the unique benefit or feature that makes your offer stand out and appeals directly to your target audience’s needs and desires. A strong USP can make your landing page more persuasive and memorable.
Here is a checklist to follow:
Your USP sets you apart from the competition. Clearly define what makes your product or service unique. Is it your price, quality, features, or something else? Make sure your USP addresses a specific pain point or need of your target audience.
Once you’ve identified your USP, communicate it clearly in your headline, subheadline, and body copy. Avoid jargon and complex language; your USP should be easily understood at a glance. For example, if your USP is “Fastest Delivery Time,” ensure this message is front and center.
Your USP should emphasize the benefits customers will receive, not just the features of your product. Explain how your unique attributes translate into real-world advantages for the customer. For instance, “Our advanced AI editing tool saves you hours of work, giving you more time to focus on creativity.”
Reinforce your USP with testimonials, reviews, and case studies that demonstrate how others have benefited from your unique offer. Social proof builds credibility and trust, making your USP more convincing. For example, a testimonial might say, “Switching to this service reduced our project turnaround time by 30%!”
Think about common objections potential customers might have and address them directly in your copy. Show how your USP overcomes these concerns. For instance, if customers are worried about cost, highlight your competitive pricing or money-back guarantee.
Ensure your USP is consistently communicated across all marketing channels, including your website, email campaigns, social media, and ads. Consistency helps reinforce your message and keeps your brand top-of-mind for potential customers.
Design plays a crucial role in the effectiveness of your landing page. A well-designed page not only looks appealing but also guides visitors’ attention to key elements and encourages them to take action. Good design enhances user experience, builds trust, and supports your message.
Here is a checklist to follow:
Aim for a clean, uncluttered design that makes it easy for visitors to focus on your content. Avoid excessive text, images, or animations that can distract from your main message. Use white space strategically to create a balanced, visually appealing layout.
Organize your content in a way that guides the reader’s eye through the page naturally. Use larger fonts for headlines and subheadlines, and smaller fonts for body text. Utilize bold and contrasting colors to highlight important elements like your CTA buttons.
Use high-resolution images and professional-quality videos to enhance your landing page. Visuals should be relevant and support your message. Avoid stock images that look generic or staged. Instead, use original images or videos that showcase your product or service in action.
Ensure that your landing page design aligns with your overall brand identity. Use your brand’s colors, fonts, and logo consistently. This not only creates a cohesive look but also reinforces brand recognition and trust.
With more people browsing on their phones, it’s crucial that your landing page is mobile-responsive. Make sure all elements adjust seamlessly to different screen sizes. Test your page on various devices to ensure a smooth user experience.
Page speed is critical for user experience and SEO. Optimize images, use a reliable hosting service, and minimize the use of heavy scripts to ensure your landing page loads quickly. A fast-loading page keeps visitors engaged and reduces bounce rates.
Your Call to Action (CTA) buttons should be easily noticeable. Use contrasting colors to make them stand out, and place them strategically throughout the page to guide visitors toward conversion. Ensure the CTA text is action-oriented and clearly states what the visitor will get by clicking.
Incorporate trust signals such as security badges, money-back guarantees, and certifications. These elements reassure visitors of the safety and credibility of their decision. Place these trust elements near your CTAs to reduce any hesitation about taking action.
Limit the use of pop-ups, auto-playing videos, and other elements that can distract visitors from your main message. Your goal is to keep the focus on converting visitors, so streamline the user journey and minimize anything that could interrupt it.
The Call to Action (CTA) is arguably the most important element on your landing page. It’s the button or link that prompts visitors to take the next step, whether it’s signing up, purchasing, or downloading. A compelling CTA can significantly boost your conversion rates by clearly directing visitors towards the desired action.
Here is a checklist to follow:
Your Call to Action (CTA) should use strong, action-oriented language that tells visitors exactly what to do. Phrases like “Get Started Now,” “Join Us Today,” or “Claim Your Free Trial” are clear and compelling. Avoid vague terms like “Submit” or “Click Here.”
Position your CTA buttons in highly visible areas on your landing page. They should stand out and be easy to find without having to scroll. Typically, placing a CTA above the fold (the portion of the page visible without scrolling) and repeating it at strategic points on the page works well.
Use contrasting colors to make your CTA buttons stand out from the rest of your page. If your landing page has a white background, a bright color like red or orange can make your CTA button pop. Ensure the text on the button is easy to read with sufficient contrast against the button color.
Highlight the benefit the visitor will receive by clicking the CTA. Instead of a generic “Sign Up,” use “Get My Free Guide” or “Start Saving Today.” This reinforces the value proposition and makes the action more enticing.
Create a sense of urgency or scarcity to encourage immediate action. Phrases like “Limited Time Offer,” “Only a Few Spots Left,” or “Offer Ends Soon” can motivate visitors to act quickly rather than delaying their decision.
Use visual cues like arrows or lines pointing towards your CTA to draw attention to it. These subtle indicators can guide the visitor’s eye and make the CTA more noticeable. Additionally, incorporating whitespace around your CTA can help it stand out even more.
Depending on the length of your landing page, include multiple CTAs to give visitors several opportunities to convert. Place a primary CTA at the top, middle, and bottom of your page. Each CTA should be consistent in messaging but appropriately placed based on the content around it.
Ensure that the language and offer in your CTA are consistent with the rest of your landing page copy. Mixed messages can confuse visitors and decrease the likelihood of conversion. Keep the CTA relevant to the context of the content preceding it.
Place testimonials, reviews, or trust badges close to your CTA to provide reassurance and build credibility. Social proof can reduce hesitation and increase the likelihood of visitors taking action.
User Experience (UX) encompasses all aspects of how visitors interact with your landing page. A positive UX ensures that visitors find the information they need easily and enjoyably. Good UX can reduce bounce rates, increase engagement, and lead to higher conversions by making the visitor’s journey smooth and intuitive.
Here is a checklist to follow:
Ensure your landing page is easy to navigate. Visitors should be able to find information quickly without feeling lost. Use a clean, straightforward layout and clear headings to guide users through the content seamlessly.
Make sure your landing page is fully responsive and works perfectly on all devices, especially mobile phones. With a significant portion of users browsing on mobile, a page that doesn’t display correctly can lead to high bounce rates. Test your page on various devices to confirm it adjusts smoothly.
Page loading speed is crucial for user experience and SEO. Optimize your images, use efficient coding practices, and leverage browser caching to reduce load times. Tools like Google PageSpeed Insights can help identify areas for improvement.
Use fonts that are easy to read on all screen sizes. Avoid overly decorative fonts that can be hard to decipher. Stick with standard web-safe fonts and ensure sufficient contrast between the text and background.
Visitors appreciate consistency. Keep your layout predictable so users know where to find information and what to expect as they scroll. This includes maintaining a uniform style for buttons, links, and other interactive elements.
Whitespace (or negative space) helps to create a clean, uncluttered look. It makes your content more digestible and draws attention to key elements like your CTA. Don’t be afraid to leave areas of your page empty to enhance readability and focus.
Design your landing page to be accessible to all users, including those with disabilities. Use alt text for images, ensure keyboard navigability, and provide transcripts for videos. Tools like WAVE can help evaluate your page’s accessibility.
Use high-quality, relevant visuals that support your message and engage your audience. Avoid generic stock photos. Instead, opt for original images or custom graphics that enhance your content and create a more personalized experience.
Organize your content logically, leading visitors from one section to the next in a smooth flow. Start with a strong headline, follow with benefits, social proof, and conclude with a compelling CTA. Each section should naturally lead into the next.
Incorporate interactive elements like sliders, videos, or hover effects to engage visitors and keep them on your page longer. However, ensure these elements enhance the user experience and do not distract from your main message.
Provide ways for users to give feedback or ask questions. This could be a live chat option, a contact form, or a feedback button. This not only helps improve your page but also engages users by showing you value their input.
Social proof is a powerful tool for building credibility and trust on your landing page. It includes testimonials, reviews, endorsements, and other forms of evidence that show others have had positive experiences with your product or service. Effective use of social proof can reassure visitors and persuade them to convert.
Here is a checklist to follow:
Collect and display testimonials from satisfied customers. These should be specific and detail the positive impact your product or service had on them. Use real names and, if possible, include photos to increase credibility. For example, “John Smith from ABC Company increased his conversion rates by 50% using our service.”
Develop detailed case studies that showcase your success stories. Highlight the challenges faced, the solutions provided, and the measurable results achieved. Use these case studies to demonstrate your expertise and the tangible benefits of your offer.
Feature reviews and ratings from third-party platforms such as Google, Yelp, or Trustpilot. These independent reviews add an extra layer of credibility and trust. Make sure to regularly update and display the most recent and relevant reviews.
If your product or service has been endorsed by well-known figures or industry experts, highlight these endorsements prominently. A quote or a video testimonial from a recognized authority can significantly boost your credibility.
Showcase any media coverage or mentions from reputable sources. This could include articles, interviews, or features in newspapers, magazines, blogs, or TV shows. Media logos or “As Seen In” sections can enhance your trustworthiness.
Encourage your customers to share their experiences on social media and feature this user-generated content on your landing page. Photos, videos, and social media posts from real users provide authentic proof of satisfaction and engagement.
Use concrete numbers to back up your claims. For instance, “Over 10,000 happy customers” or “Rated 4.8/5 based on 2,000 reviews.” Numbers can make your social proof more persuasive and tangible.
If applicable, show before-and-after scenarios that illustrate the effectiveness of your product or service. Visual proof of transformation can be a powerful motivator for potential customers.
Highlight any awards, certifications, or recognitions your product, service, or company has received. These accolades serve as third-party validation of your excellence and reliability.
By incorporating these elements of social proof, you can build trust with your visitors and encourage them to take action.
Forms are essential for collecting visitor information and converting leads. A well-designed form can significantly improve the likelihood that visitors will complete it. Good form design minimizes friction, ensures clarity, and provides a seamless user experience, making it easier for visitors to provide their information.
Here is a landing page checklist to follow:
Only ask for essential information. The more fields you include, the less likely visitors are to complete the form. Typically, name and email are sufficient for most landing pages. For more detailed forms, consider breaking them into multi-step processes to avoid overwhelming users.
Make sure each form field has a clear and concise label that explains exactly what information is required. Use placeholder text to provide examples, but don’t rely on it as the sole explanation.
Arrange the form fields in a logical order that follows the natural flow of information collection. For example, start with the name, followed by email, and then any other necessary details.
The form’s submit button should stand out and be enticing. Use action-oriented text such as “Get Started,” “Sign Up Now,” or “Download Free Guide.” Ensure the button color contrasts with the rest of the form to grab attention.
Provide real-time validation to alert users if they’ve missed a required field or entered incorrect information. Clear, specific error messages should guide users on how to fix any issues.
Include a short privacy statement near the form, reassuring users that their information will be kept safe and not shared with third parties. Phrases like “We respect your privacy” or “Your information is safe with us” can help alleviate concerns.
If spam submissions are a concern, use a CAPTCHA or other anti-spam measures. However, ensure it doesn’t become a barrier to form completion. Modern reCAPTCHA options are less intrusive and more user-friendly.
If possible, use pre-fill options for returning visitors to streamline the process. Autofill capabilities can reduce the effort required and increase the likelihood of form completion.
After form submission, redirect users to a thank you page that confirms their action and provides the next steps. This page can also include additional resources or incentives to keep users engaged.
For longer forms, use progress indicators to show users how far they have come and how much is left. This can reduce frustration and abandonment by giving users a sense of accomplishment as they move through the form.
Implementing these best practices in your form design will ensure a smooth, user-friendly experience that encourages visitors to complete the form and convert.
Follow this simple landing page checklist every time you write landing pages and you’ll be shocked at the results.
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Jeremy Mac © Copyright 2024. All Rights Reserved.
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20 Portsmouth Avenue, Stratham NH 03885, US | jeremy@jeremymac.com | (207) 517-9957
Jeremy Mac © Copyright 2024. All Rights Reserved.
Privacy Policy | Refund | Terms of Service