Hey everyone!
Jason here, digital marketing consultant.
And in this landing page design guide, you're going to learn the secrets behind designing
a high converting landing page, along with why 99% of those beautifully designed templates
inside of your landing page builder actually don't matter.
So, timestamp table of contents in the description, along with some other helpful videos, when
it comes to writing the landing page copy along with choosing which software you should
use for your landing pages, if you're still trying to figure that out.
Here, we're just going to talk about all about design.
So, we'll talk about the four essential elements go through some live case studies when you
stick around until the end, but we'll start with the three keys to success when it comes
to designing your landing page.
And the very first key to success is, having one goal.
So, when someone hits your landing page, the whole goal of it is to collect their email
or in some rare cases, collect their phone number.
That's it.
The landing page is kind of the first step in your sales process, but you don't want
the sales conversation to start on the landing page.
You just need their contact information.
So, then you can start the sales process, do all that rapport building, all that other
fun stuff later on down the road.
Here, we just need their contact information, so the one goal of your landing page, well,
one goal of your landing page is to collect their contact information.
You can ask for more things like their address and company size, details about their budget,
but the more you ask for, the less leads you're going to get.
So, if you're just starting out, just name an email is really all you need to get started.
Now, the second key to success when it comes to designing your landing page is, making
sure that that one goal is really reinforced by having no other external links.
So you don't want links to your homepage, to your social profiles, to your booking calendar,
or even your blog.
You only want people to be able to, enter their contact information, to get whatever
you're offering on the landing page.
Now I'll add a little asterisk here, most advertising platforms require you to have
some legal notes at the bottom and links to your privacy policy, terms of service, disclaimer,
that boring stuff I'm not talking about.
We all have to have that on the bottom of our page, but other than that, it should just
be that one call to action to enter their contact information.
Now, the third key to success when designing your landing page deals with your call to
action, and that is making sure that that it's above the fold.
So all this means simply, is people shouldn't have to scroll in order to enter their contact
information.
So, you want your button or your opt-in form, to be so far up on the page that if someone's
on their phone or someone's on their desktop, they don't have to scroll down to find the
button.
We want to make it very clear that, "Hey, this is why this page exists.
Go in and enter your name and email, or just bounce out and check out some other content.
And especially if you're doing paid traffic, please, please, please don't do any external
links and make sure your call to action is above the fold.
Now let's go ahead and talk about the four essential elements of your landing page and
what these elements are designed to do in order to get a stranger to trust you enough,
to give you their contact information.
So here are the four essential elements: Grab attention, Call to action, More info and proof
or credibility.
So grab attention, this is where you tell visitors why this offer is for them and how
it fixes a problem for them.
The call to action, is telling them exactly what to do next.
So, if you want them to download something, just have the call to action button, say,
download now, If you're doing a webinar, it should be registered now, if it's a free master
class or you're doing a launch funnel, and you're saying it's a four or five part you
know video series, you could say, sign up for the training now.
Make it very relevant to whatever the actual offer is.
Or if you're doing sales calls and you can go ahead and say, book your free discovery
or strategy call, but you do want it to be specific to whatever the offer is.
Now, the next part here is more info.
And this is typically done in the form of bullet points where you're talking more to
that logical side of people and they go, okay, well the headlines cool, they already clicked
on whatever link that got them here.
So, your ad or your content worked to get them here.
And if they're scrolling down, that just means they want a little bit more information.
So here you'll give a little more detail about exactly what they're going to get.
Now, the next essential element of your landing page is, the proof or credibility.
And this is where essentially you are showing that you are a real person or a real company,
or that other people have found success with whatever you're offering.
So you really are just building some initial trust here, so that people don't feel dumb
entering their contact information.
They just want to know, is this a scam or not?
Now those are the four essential elements of designing your landing page.
I'm also going to add one more here before we start diving into those case studies, and
that's going to be a graphical representation of you, which would just be a picture or a
representation of whatever the offer is.
So with that, let's go ahead and jump into some case studies and look at how do these
elements look on an actual landing page.
Now the very first one we have is an old landing page from one of our previous webinars.
And as you can see here on the top, we have a very hard to read headline.
This page obviously did not convert very well, because nobody could read that headline, but
this is a great example of how to lay out the page because a different version of it
did really well.
Then we have our call to action above the fold, reserve my seat, because this is a webinar.
We have our more information in the form of bullet points.
We have another call to action.
We have some social proof via testimonials, and then we have a little credibility at the
bottom just saying who the heck I am, because this was being driven to cold traffic.
Now this next one is from digital marketer and you can see here, they have their headline.
It's very short succinct.
It says exactly what someone's going to get.
They have a nice graphic at the top as well, to represent what's actually being offered.
And even if the graphic isn't a spitting image of whatever's being offered, it just helps
someone materialize what they're actually going to get.
And next we have our bullet points.
They have three bullet points that, but they're very long.
And so this is giving people clearly more information about what they're going to get
as a part of the 60 second blog plan, blah, blah, 60 second blog plan.
And then for our call to action, we have get your content plan now.
So, this is some really good example of how your call to action text on your button can
be tied directly to whatever your offer is.
They could have just as easily said, submit or download, but saying get your content plan
now is just reinforcing what someone wants when they're coming to this page, which of
course is getting a content plan.
And finally, we have a credibility at the bottom instead of doing testimonials or having
a bunch of social proof.
He just went ahead and had a quick line about who he was.
And this works really well because he's pretty well known in his niche.
Now this next one is from Neil Patel and this is a landing page that he used to drive traffic
to a webinar.
So at the top you can see he as the graphic, he just has him as the influencer.
So if you want to be an influencer, it's okay, if you want to put yourself front and center.
And then he, of course he has his headline and a call to action above the fold.
Then here, you can see his more information or bullet points, instead of just being a
long list goes from left to right.
So it works pretty well.
And then he has another call to action at the bottom.
Now this next one here is from another marketer, Eric Siu.
And this one is a lot shorter.
You can see here pretty much just has a headline, a picture of himself and a called to action.
And really this is all you need when you're just starting, because the most important
part when you're putting together your headlines or putting, I gave it away, the most important
part of putting together your landing page is, testing your headlines because that's
really what's grabbing attention.
And so, if you are doing a really good job in your advertising, explaining what someone's
going to get, they're not going to need as much information when they finally hit this
page.
So for example, this page before this landing page, there's an actual video ad.
So, when someone clicks here, they've already been educated and they're ready to opt-in
versus doing a display or Facebook ad, you probably want some more bullet points on here
because they will have just read a couple lines of text versus watching a 90 second
video, being educated and primed to enter their contact information on this page.
So, you definitely need congruency between what your ads are doing and what your landing
page is designed to do.
Now, this next one is another example of a different landing page for the same webinar
you saw in the first landing page.
And you can see pretty much we just changed things around, we made the headline extremely
easy to read, we have three calls to action, a ton of bullet points, and just a quick little
graphic and bio of who the heck I am, because this was again, designed for cold traffic.
Now this next one is, from a marketer named Billy Gene, who runs a digital marketing agency.
You can see, he has the headline at the top and then his graphic and information is actually
the same thing.
So what's really cool about this particular graphic is, it's not necessarily showing what
they're going to get, but the fact that he has taken a picture of himself with a whiteboard
in the background, and he's clearly on the beach, some million dollar house on the beach
somewhere communicates a ton of information in a very, very short period of time.
So if you can have some sort of picture that's credibility building, I'm not saying go rent
a Ferrari and then just stand next to it with a pile of cash or something like you don't
want to be spammy, but here it's very clear that you're going to get a presentation.
And just by him being in that environment, it kind of exudes a certain level of success,
that most business owners would like to achieve.
Now, moving down here, instead of having testimonials, he has another couple of pictures showing
his team and then showing him speaking in front of people.
So, he doesn't necessarily need the testimonials because he's showing, “Hey, I can afford
to pay all these people”.
Like “I'm a real company.
I'm a real person, we're real people”.
And he has a picture of himself on stage showing implied and credibility because there at least
a couple of hundred people who have presumably paid to come to one of his events.
And I really liked this landing page because it shows you that pictures, especially pictures
of things you've actually done or real life events can be used to imply and build credibility
without explicitly trying to brag.
Now, this next one is from Sam Ovens at consulting dot com.
And you can see here, the headline is very clear, instead of having a bullet point, they
have a sub headline.
And so, this is a great way to test different messaging very quickly without having a laundry
list of bullet points.
And you can see here, he has a very nice graphic of the video that they're going to receive
the Amazon letters, which I think is really funny because you can actually get those Amazon
letters for free, but most people don't know that there is a lot of value in there.
And finally, we have the call to action, which is not download, not watch the free training,
but get started.
So if you want to rewind, we can, you can pause this to see how all of the copy is actually
designed to tell someone, “Hey, you're going to start your business right now today”.
And so saying get started, make sense, because they're trying to tie in the emotion and desire
of starting a business with entering that email.
So that's like the first step that someone's going to take to start their business, as
opposed to just saying, watch the free training or get the free training or download the Amazon
letters now.
So subtle differences, there's a lot, really a lot you can do with these elements.
And that's why you only need these four or five elements and playing with them and the
copy is the most important part.
So thank you so much for watching.
I sincerely hope you got some value out of this video.
So, go ahead and hit that like button, subscribe for more sales funnel building tutorials,
just like this one.
And until the next video, keep building the business you love.