Creating Effective Landing Pages: A Guide to Structuring Your Content for Conversions
In our experience developing landing pages for various clients across diverse industries, we’ve observed that some clients struggle with determining the right content for their landing pages.
The content hierarchy we’re about to present ranks elements by their importance. This hierarchy is designed to engage visitors and transform them into paying customers when they land on your page.
Here’s a straightforward framework to help you organize your content hierarchy:
1. Address Pain Points:
Agitate their problems, highlight the pain they’re experiencing, and demonstrate your understanding of their key issues. Make them think, ‘Ah, they truly understand me!’
2. Showcase Benefits:
Connect your solution to the benefits it offers your clients. They’re more interested in what’s in it for them than what you do.
3. Highlight Competitive Advantage:
Define what sets your offer apart and how it differs from competitors’ offerings.
4. Build Credibility:
Substantiate the claims you make in your content with social proof, testimonials, endorsements, certification logos, and more.
5. Address Objections:
Identify why potential customers might be hesitant and what obstacles are preventing them from taking action. Provide clear and practical solutions.
6. Call to Action:
Guide your customers on how to take action to access your offer.
By following this content hierarchy, you’ll gain a clearer perspective on what elements to include in your landing page to encourage people to take action.