How to create the perfect landing page that will crush your conversions goals

How would your life change if you could create a landing page that gets a 70% conversion rate?

Meaning that even with expensive traffic, your profit would explode.

From real world examples, discover how to get an unfair advantage in your market by crafting a landing page that converts like crazy.

Whether it be to scale your business, grow your email list and revenue or get a raise, this article will show you exactly how to build the perfect landing page that will get you real results.

What is a landing page?

If you already know what a landing page is, please skip this section.

If not:

A landing page is a standalone page created specifically for a marketing purpose.

The idea is that a landing page is a page with only one focus or goal in mind, which in many cases will be to make a sale or get someone to opt into a lead generation form.

It prevents any exploration outside of the main goal, and therefor, prevents the visitor from straying away from our goal.

The page has one goal: convert as many visitors as possible.

Why and when to use a landing page

A landing page has one goal: convert as many visitors as possible on your offer.

And should be used:

• When you have a specific offer
• When you are looking to optimize your conversion rate

Basically, it has been proven time and time again that you should use a landing page when you have an offer to which you wish to optimize your conversion rate.

Now, this seems ultra specific, I know. And it is.

Think about it, the only reason why you would want to control every variable is to be able to optimize the result. And the best way to optimize a result is to be as specific as possible.

And a landing page let’s you optimize with specificity in mind. And as a result, get better results, sales and optins.

So if you want better results, definitely use a landing page.

Types of landing pages

There are many types of landing pages based on who you are serving with this landing page and your ultimate goal with this landing page.

And many fancy landing page names will pop up into Google if you do a quick search.

Here are different types of landing pages:

• Splash landing page
• Squeeze landing page
• Lead capture or lead generation landing page
• Sales landing page
• Thank you landing page
• Unsubscribe landing page
• Referral landing page
• 404 landing page
• Click-through landing Page
• “Get started” landing Page
• Long-form sales landing Page
• Paid advertising landing Page
• About us landing page
• Coming soon page
• Pricing landing page
• Product details landing page
• Video landing page
• Login landing page
• Lead magnet
• Advertorial
• Product launch page
• And like freaking a gazillion others

The reality is that no matter how you call it, a landing page usually has one very specific goal in mind and most of them are to:

• Sell something
• Get an optin

That’s it!

If a landing page does not fit into these two bullets, chances are its part of a larger brand-building or a retargeting campaign, which will then be followed-up by other pages using one of these two bullets through other marketing efforts.

If not, money is probably being wasted on blind marketing, where no performance metrics are measured and no marketing effort is held accountable.

The idea is to make sure that every visitor has an objective with sales and profit in mind. To know more about this way of doing, I introduce you to direct response marketing, where sales and profit are king.

And it’s not only about the money, but about serving the most amount of people in your market, which you cannot do if you go broke.

Who should use landing pages

Who should use landing pages? Anyone who wants optimized results.

Do you want optimized results? If so, you should use landing pages.

They have been proven to work to increase sales and profits in many industries and for many goals.

Whether you use one to convert traffic from Google ads, Facebook ads, SEO or any other source, a well crafted landing page will do wonders to your bottom line.

A landing page works for:

• Selling physical products
• Selling virtual products
• Selling services
• Building emails lists with an optin
• Building audiences for retargeting
• And more!

And here are actual practical examples of what a landing page will work for:

• Book more and better quality prospect calls for coaches, consultants, salespeople and recruiters
• Sell more products for e-commerce stores
• Sell more services for accountants, consultants, agencies, service businesses
• More easily build email lists for lasting marketing and higher LTV (long-term customer value)
• Create higher AOV (average order value) orders with value-building

So basically, do you want to be able to optimize your results and increase profits? If so, then landing pages are for you!

And you don’t even need to know how to create a landing page. Using existing data, you will be able to create effective pages.

Because not all landing pages are created equal, so let’s see how to craft one that converts like crazy next.

How to create or optimize a landing page so it converts like crazy

To create an effective landing page, you have to keep a couple of things in mind. Since the goal of that page is to convert, you must first prepare yourself with your messaging, main points, sections and details.

Here are things you need to consider before even creating your landing page or before starting to optimize an existing one.

• Know who your target person is
• Know your offer
• Know the action your target person has to do to claim your offer
• Know the level of friction you need to overcome to get this person to act
• Build or optimize your page with clear intention for each section

Let’s see how to manifest each bullet point.

Know who your target person is

This is the first step to being able to sell anything to anyone or make anyone do anything (of course, I’m referring to the world of marketing, here. Nothing else. 😊).

You will shortcut your success by knowing who you are dealing with and what their motivation is for showing up at this moment on your page.

If you know more from a person than he or she knows about himself or herself, you are at a huge advantage and can leverage your authority and trust to get the conversion.

If you don’t know who you are dealing with, you are rolling blind. Not a good place to be in, especially when you want a result.

Rolling blind = no lasting results. Plain and simple.

Know your who and know their motives.

These include:

• Interests
• Desires
• Fears
• Frustrations
• Feelings
• Thoughts
• Experiences

Learn more here.

When you can join the conversation happening inside their head, you will be able to get them to lower their guard with persuasive copy and convert.

Know what your offer is

Once you know who you are dealing with, you need to make sure that your offer is tailor-made for them.

Your offer is a solution to a problem with the least friction possible.

The bigger the problem it solves and the lesser the friction you have, the more people will convert.

Basically: [Conversion rate] = [Perceived value] / [Friction]

Know the action your target person has to do to claim your offer

What does the person have to do to claim your offer?

Do they have to click a button? Opt into a form? Do a salsa dance?

Tell them what they need to do precisely and tell them what to expect when they do it.

Remove any hesitation and unknown variable from their thought process to lower friction and potential objections as much as possible.

Whether your offer requires a purchase or any other action, you need to be extra clear and call them to do this action.

Good call to action titles may look like:

• End back pain with the proven X method today
• Get 5 quotes in 24h and stop paying high insurance premiums today
• Claim your 67 low competition affiliate niches PDF cheatsheet and start earning passive income today
• Find your soul mate in 30 days and finally get the relationship you deserve
• Get 56 leads today or your money back

And pair them with simple but powerful call to action buttons like:

• Buy now
• Download now
• Become a member
• Claim my offer now
• Gain access
• Apply now
• Find my soul mate today
• Etc.

Build or optimize your page with clear intention for each section

Every section on your landing pages needs to serve a purpose. Whether it be to build desire, destroy objections, lower guard, excite or convert, every section should have a job based on your target person.

Common sections include:

• Headline
• Story
• Testimonials
• Call to action
• Proof
• Stats
• And much more

For in-depth details on each section, as well as complete landing page structures, see the next section.

The ultimate landing page structure to maximize your conversions

Now, before I go on with the ultimate landing page structure, please know that a landing page can have many forms depending on the offer that is presented.

Typically, longer landing pages offer more real estate to debunk myths and objections and lower the visitor’s friction or willingness to act on your offer, while shorter landing pages will be often used for optins and other free offers or small offers.

However, the optimal page will have to be AB tested and crafted for your offer and business.

No matter the length of your landing page, here is the typical structure:

• Have a bold and clear headline (make sure this follows the promise and intention from the previous ad)
• Deliver on the promise pre-landing page and tie it to your offer
• Have a strong and clear call to action

And the second bullet is where most of the meat is and what will make your landing page longer or shorter.

Both the first and last bullet points are usually always present on the page, no matter your offer. And sometimes, other general sections will be present before or after any of the 3 bullets.

But as a general guideline, these are a good start.

Long landing page structure

Here is an effective structure for a long landing page:

• Pre-headline: Grab their attention.
• Bold and clear headline: Call out your audience and and demand attention by tying into your big promise.
• Subtitle: Create irrisistable intrigue to keep them hooked and open to what’s coming. Use bullet copy to illustrate the problems that this page will be fixing for them.
• Problem: Illustrate to the reader that you understand even more than they do what the problems they are experiencing are. Agitate the problems by identifying them and showing how what they are doing is wrong and how it leads to their problems and results. In short, pour salt in their wound.
• Solution: Unveil the solution that will stop all of the pain that they are experiencing from their problem. Vividly describe and put emotion into your unveil so that they get excited about your solution.
• Proof that your solution works: Use proof of past experiences to show that your solution works. At this point, people will be skeptics and it is your job to show them how you are different and how your solution has world for people just like them in the past and how it will work for them. If you are starting out and have no sales or clients, use studies and facts that will prove your point.
  
  Note: You absolutely do not need all of the following points. Just see what you can come up with from the list below and add up what you’ve got. Showcase the bigger ones first and stack them all up into neat sections. As long as you can show and articulate that you understand what the problem of your targeted person is and that you have the solution to bring them from their painful before to their delighted after, you are golden.
  
  If you do not have any past sales or clients: Use credible studies, stats, facts and sources to tie into the credibility of your solution. As soon as you get clients or customers, use the following bullet points.
  
  If you have past sales or clients:
  • Succesful case studies: List results that you have gotten for yourself or clients in the past and how they fixed your problems with the solution.
  • Show the number of customers or clients you have worked with if the number is impressive.
  • Client testimonials: Get performance-based AND general client testimonials (text and video).
  • Client logos: Show off logos of companies and brands that you have worked with.
  • Press mentions: Mention press mentions, blog contributions and features that you have been apart of. Anything that speaks about your experience and lifts up your credibility.
  • Showcase any awards, certifications, recognitions, etc. that lift up your credibility.
• Detail the benefits: Vividly make them taste what it feels like after your solution delivers the results. This could be: have more freedom or money, feel sexier, have more friends, find a sigificant other for life, less headaches, etc.
• Social proof: Showcase any other proof of the problem existing in your targeted person’s life and your solution. Ex: quotes, excerpts, badges, seals of certification, additional testimonials.
• Make your irrisistible offer: Make an offer so good that they simply cannot refuse. Basically, persuasively make people question how you can deliver so much value for the price point (even if your offer is free). Make it simple and easy to understand.
• Add bonuses: Adding bonuses makes the offer even more rediculous than it already is and helps to give an extra push to those who are not yet sold but are on the edge. One easy way to add bonuses is to seperate or derive some features or products from the main offer and add them as bonuses.
• Stack the value: Build up the value by stacking all the individual itemized items with a unit price value next to it and at then adding them up with the price it would be if bought seperately.
• Reveal price: Make sure the price expected here is super high. And then show the real price that is 50% to 100% cheaper than anticipated.
• Scarcity: Add scarcity that ties into the price. Ex. Only 5 spots left because we have a new team member and have more capacity. Proove to them that the offer is scarce for real and that it will not be there for ever. If they do not buy now, they will indeed miss out. And do hold your word on that. It is always better to sell out and have some people that miss out than have too much stock that doesn’t sell.
• Give a powerful guarantee: Remove any resistance left to purchase. Basically, take on the risk that this person percieves and they virtually have no reason to not buy now.
• Call to action: Tell them to take action. Your action leads to your conversion, whether it be to sell something, book a call or opt in.
• Warning: You want to warn them of what will happen if they do not take action. Like that your offer has limited spots open and that it will not be available again.
• Reminder: This is a final “P.S.” at the bottom of your page. Here, summarize all the benefits mentioned in the page, remind the warning to create scarcity and call them to action.

See a video explanation of a similar structure here.

And here is part of a very long landing page (source):

And you now have a long form landing page that will convert like crazy, provided your messaging is aligned with their pain points and desired results.

Short landing page structure

Here is a structure for an effective short landing page:

• Pre-headline: Grab their attention.
• Bold and clear headline: Call out your audience and and demand attention by tying into your big promise.
• Subtitle: Create irrisistable intrigue to keep them hooked and open to what’s coming. Use bullet copy to illustrate the problems that this page will be fixing for them.
• Call to action: Tell them to take action. Your action leads to your conversion, whether it be to sell something, book a call or opt in.
• Social proof: Showcase any other proof of the problem existing in your targeted person’s life and your solution. Ex: quotes, excerpts, badges, seals of certification, additional testimonials.

Here is an example of a short but effective landing page:

And there you have it. You’ve got a simple landing page that will most-likely be the best converting for ebook optins and other simple low friction offers.

Optimizing your landing page

A landing page is only as good as its best converting form. And you have to discover this form through crafting iteration after iteration and adopting the AB testing methodology.

This may mean to add or remove some sections from the previous proposed landing page structure or changing your messaging – or both (but only one variable at a time, please!).

Basically, when you know that your traffic is qualified, your landing page is the most important piece of your conversion journey. It weeds out the people who are not really interested and keeps the most commited to your offer.

It is the gateway to your growth.

And conversion optimization has profound effects on conversion rates and profitability.

Imagine your page is converting at an industry average of 2%. If you optimize and convert only 1 more person per 100 people, you have effectively boosted your conversion rate – and potentially revenu – by 50%, with a new conversion rate of 3%.

And if you make it 4% or more, you just doubled your revenue per 100 visitors.

Can you now optimize to 20%? You just 10x’d your initial results. And at 60% CR (conversion rate), 30x’d.

And that’s the power of an optimized landing page.

Start creating optimized landing pages and stop leaving results on the table.