A landing page is one of the buzzwords in digital marketing, advertising, and SEO. Developing a landing page may sound simple, but a digital marketer or startup founder should understand that landing pages are crucial to lead conversion.
Landing pages are a multi-purpose tool essential to have as a startup founder. An investor and startup founder will teach us how to build a landing page.
They are great for clearly explaining your products, services, and overall business to all possible stakeholders in your industry. This is important for all types of companies. However, it’s crucial for startups because they are often innovative, and their offering isn’t that easy to grasp.
In addition, they are an excellent tool for testing the viability of your product or service. Today, landing pages are the groundwork of an idea validation experiment. They are inexpensive to create.
The aim of a landing page isn’t always to incentivize a purchase, but it, more often than not, is to incentivize some action – to let people subscribe to your content, generate leads, etc.
Since this is the case, distinguishing a lousy landing page from a good one is how well it motivates visitors to take action, commonly referred to as a conversion rate.
Startup founder and investor Julian Shapiro put it briefly in this formula:
Purchase Rate = Desire – (Labor + Confusion)
So, to effectively motivate your users to act, you need to maximize desire and minimize labor and confusion.
Maximizing Desire and Minimizing Labor and Confusion
Besides the monetary price customers need to pay to use your product or service, other costs influence this decision. In the equation, labor and confusion represent the cost of acquiring correct information about the offering and the cost of switching to your solution.
To minimize these costs, you need to remove any barriers to entry and soften the learning curve.
How Companies Are Bridging The Gap Between Profitability and Purpose
The best way to do that on a landing page is to follow a familiar page structure and use concise copywriting.
Most of your potential users have seen plenty of landing pages. It would reduce their effort to find information if it is placed in the place they expect it.
Playing with the landing page structure is dangerous because it can generate confusion. Instead, use your creativity in sound design and copy.
The standard landing page structure consists of the following sections:
- Navbar: logo and links
- Hero section: This is where you need to explain what exactly you are offering as briefly as possible. What problem are you solving, and how?
- Social proof: Why should the visitor believe you? Present evidence, social evidence being the best kind.
- Call to action: Ask the users to do what you want them to do.
- Features: give more details about your offering
- Call to action: repeat the CTA.
- Footer: various links
Again, to decrease labor and confusion, you need to present your information concisely and logically.
You need to present good emotional and rational arguments within the sections mentioned above to increase desire.
For instance, on the rational aspect, the social proof section should tell your visitors that they are not taking the early-adopter risk and that other people are happy with your offering. On an emotional level, it should create a fear of missing out.
The features section informs the landing page visitor that the exact features you are offering can solve their problems. On an emotional level, you can use the features page to build a high perceived value by using competitor offerings as a relativity trap.
Take note that these are just examples. You need to relay sufficient rational and emotional information and meaning in as little space as possible. These are the essential things to learn on how to build a landing page.
Conclusion
To build a good landing page for your startup project, you need to utilize a well-established, clear structure and concrete copywriting to make it easier for users to understand your product, service, or purpose. Engage your visitors on a rational and emotional level to increase their desire and initiate an action.
