Writing is hard. Writing an effective sales page can feel close to impossible. Today on the podcast, I share a simple template you can use to create powerful landing pages that get more conversions.
Before I get to the template part of this post, I want to make sure we’re all on the same page. Literally! 🙂
What is a landing page?
A landing page is any page on your website where you want visitors to “land” and take some sort of action. For example, I created a landing page for my Mastermind Group Coaching service. I created another landing page for my downloadable lead magnet, 40 Proven Ways to Boost Your Brand and Attract Better Customers. On each of these pages, I want my visitors to take a specific action: sign up for group coaching or grab the free guide.
Landing pages can be used to sign up for a service, purchase a product, collect email addresses, download a freebie, join a group, download a coupon, request more information, schedule a call, and on and on. There really is no limit to what you can do with a landing page.
The power of the landing page is that it is a final destination. It’s where your audience will be sent to take action. You can easily drive traffic to these pages via links on your website, on other websites, in email, and on social media.
What are conversions?
Conversions occur any time someone takes the desired action you’ve presented to them. For example, if I send someone to my landing page for my free guide and they download it, that’s a conversion. They took the action I was encouraging them to take.
Conversions are an important metric in measuring the success of your brand. You might get tens of thousands of page views on your website, but if you aren’t converting any of those people, you aren’t growing your business, you really aren’t succeeding.
How to use this template
Now that we’re all on the same (landing) page, let’s see how you might be able to use the template below.
First, there’s no one-size-fits-all magic formula for creating powerful landing pages. You need to try some things, see what works, iterate, try some more things, and do it all again until you start seeing the results you want. That being said, you can at least start with a solid foundation, and this template will definitely give you that.
Second, you don’t have to use every part of this template on every landing page you create. Pick and choose the pieces that are most relevant to your content and that will help you reach your goals. If the questions below don’t feel relevant, don’t use them.
Third, the order of the content in the template below is not set in stone. Feel free to move pieces around to match your needs and your writing style.
Template for creating powerful landing pages
Try to answer as many of the questions below as possible on your landing page.
- What is this?
- Who is it for?
- What problem are you solving?
- What does the solution look like?
- How do you help them get there?
- What do they get if they do this?
- How does it work?
- How has this helped others?
I’ll unpack each of these and show you some examples:
What is this?
Give a brief description of what the offer is. Keep it simple, make it plain and clear. It could be in the form of a headline. The easier it is for people to understand what the offer is, the easier it will be for them to take the desired action.
PayPal does this well with their headline: Download the free ebook.
Who is this for?
Who is the target audience for this offer? How will they know it’s for them when they read this? Don’t be afraid to be super overt about this.
CoSchedule is clearly designed for solopreneurs:
What problem are you solving?
Think about the person you are hoping to help. What are they struggling with? Where are they right now?
ConvertKit understands that their customers are inexperienced with email marketing, but know they need to grow their email list:
What does the solution look like?
What does the end result look like if they take the action you’re proposing? What’s the happy ending? Where do they want to be in the future?
WP Engine can help you bring your vision to life. Who doesn’t want that?
How do you help them get there?
What do you actually do to help them overcome this struggle? What product or service do you provide?
ConvertKit lists the tools they connect with to give you the email marketing results you want:
What do they get if they do this?
What will their life look like once they’ve implemented your solution? List the benefits of taking the action.
With WP Engine you’ll increase value, perform expertly, stand out, and grow revenue. Yes, please!
How does it work?
Just lay it all out there. This is how it works and the steps they might take. You won’t always have a list of steps on your landing page, but this works great for selling services.
I tried to answer this question on my Mastermind Group Coaching page in the form of an FAQ section:
How has this helped others?
Who else has tried this and how did it work for them? Show social proof. Testimonials and reviews are great here.
What do you include on all of your landing pages? Feel free to share your thoughts in The Brand Sketch Community on Facebook.