Does Your Landing Page Answer These 5 Questions?
Your website will make or break your sales funnel.
But most people are shooting in the dark.
So here’s five fundamental questions that every landing page should answer.
What is the difference between a feature and a benefit?
A feature is boring. It’s a meaningless attribute of a product without any context.
A benefit describes why those features matter by explaining how they’re valuable to a customer.
Exercise:
In 2001, why would someone buy an iPod instead of a CD player?
Was it because it had a new 8 GB hard drive?
Nope
Was it because it let you carry around 1,000 songs in your pocket?
Bingo.
We start with benefits and transition into outcomes.
The benefits explain the usefulness of a feature.
The outcomes explain how that benefit improves your customer's day-to-day life.
A good framework for this section is to ask yourself, "Why do other people use this product.”
If an iPod lets you carry 1,000 songs, that lets me:
- Save time space in my bag
- Save money on CDs
- Feel like I'm on the cutting edge (in 2001)
The best social proof makes you feel that hundreds of thousands of people made this decision before you.
A great example is the above picture.
- People trust faces - but avoid stock photos
- Highlight powerful passages of text in bold
- Swap out copy for vertical testimonial videos
- If you're selling a service, throw in micro-case studies
- If you sell a transformation, use before and after shots
It's naive to think customers won't shop around.
They probably saw a competitor first, and you ARE the shopping around.
So you may as well acknowledge the elephant in the room and call out your competition, direct or otherwise, in a way that shines a light on your best attributes.
Make it as easy as possible for the visitor to take action.
Move out of your way here and let the customer decide if they're clicking through to the next step.
Bring back your hook from the very top of your page.
Wrapping it up:
Don't publish your page unless you're sure you've answered these 5 questions below the fold:
1. Why should I care?
2. How will it make my life better?
3. How do I know I can trust you?
4. How is this different from anything else on the market?
5. How can I get it?
