In just a few short bullets (checkmarks, whatever) break down the top handful of benefits your product or service delivers. This text (and your landing page in general) is meant to be scanned, not read, so keep it short! Within seconds the prospect should soak up the headline (and sub-head), photo and benefits without needing to scroll.
4. Call to Action
This will make or break your success. It doesn’t matter how brilliant you headline is, how crisp your photo looks or how incredible you benefits are if the prospect doesn’t do anything about it. This could be a link to download a digital product directly from the page, a subscription to a service you offer or simply your phone number to set up a consultation. Whatever it is, make sure it’s clear obvious and easy to perform.
5. Social Proof
One the first questions a prospect will ask themselves is “has anyone else done/used this before?” By including testimonials (and lots of them at that) you clear all that up instantly. If on-the-fence prospect see other smiling, similar customers they will be much more compelled to buy.
Maybe you were also featured in Sports Illustrated or the NY Times?? Slap their logo front and center on your page. This is known as “borrowed credibility” and makes you look way more legit since the other brands are already established and trusted.
6. One to Two Paragraph Description
This is where you begin to form complete sentences providing additional context and some further details. Again, brevity is of word of the hour here. It doesn’t matter if you happen to be the most eloquent writer in the history of English, nobody is going to sit there and read through paragraphs of text. Provide enough to clearly say whatever it is you need, but not too much as to break up the flow of the site.
This is not as much about what you should have on your page as it is about what you shouldn’t. On your homepage and the rest of your website your navigation links should be easily accessed somewhere near the top. On your landing page however, every link you provide distracts away from the content of the page (and your Call to Action), so remove all navigation other unnecessary links from sight. Ideally, the only link you should have is the Call to Action, which can be as simple as redirecting to your homepage and the rest of your site.