Landing Pages That Convert: A Framework for Success : Social Media Examiner

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by Samuel Pordengerg Mar 2, 2023 News
Landing Pages That Convert: A Framework for Success : Social Media Examiner

Do you want to increase the number of visitors to your website? Are you looking for a way to convert a landing page?

You will learn how to make sales pages that convert.

Landing Pages That Convert: A Framework for Success by Social Media Examiner
This article was co-created by Wes McDowell and Michael Stelzner. For more about Wes, scroll to Other Notes From This Episode at the end of this article.

Why Landing Pages Matter for Social Media Marketers

You know you can sell through social networks if you read this on a website about social media.

Who doesn't need landingpages anymore? If you have the right ads, they don't matter.

Yes...

This is why.

  • Control. You have total control over the message, design, and context of your own landing pages. You don’t have to fit into anyone else’s format, obsess over the algorithm, or worry about brand safety.
  • Conversions. Web traffic always costs. Sometimes you buy ads: you’re paying for traffic with money. Sometimes you drive traffic with social media or content: you’re paying with your time and effort. You need that investment to be repaid with real conversions, not just views and likes.
  • Cost. A highly effective landing page will pay for itself, many times over. This landing page blueprint is quick and easy to create but you’ll see the benefits for a long time to come.

The Perfect Blueprint for High Converting Landing Pages

There are just seven steps to the perfect high converting landing page blueprints. We will begin at the top of your page.

  1. The Hero Section
  2. Problem and Solution
  3. Benefits
  4. Testimonials
  5. Features
  6. Play the Tape Forward
  7. FAQs

A website with a clear, personalized message can be created when all of these sections are put together in the correct order.

You would be surprised how many entrepreneurs skip these sections. Their customers aren't interested in them. Creating landing pages that make customers passionate about your brand is part of the plan.

#1: Landing Page Hero Section

There is a hero section on your landing page. You have a short time to get people's attention. Let them know what you do, why it matters to them, and how they can access those benefits.

The landing page example from Wes McDowell explains everything.

landing-page-hero-section-1

What should be included in your hero section?

  • Headline. Start with a splash of big text that promises a specific result or transformation. Show people the amazing result they could achieve!
  • Subhead. Next, fill in the story behind that transformation. Explain the method, content, or service that’s going to deliver on your promise. 
  • Call to action. Add a button immediately underneath. Choose a single action that you want people to take: sharing contact details, booking a call, downloading content, or whatever works for your sales funnel. Always use a specific phrase like “take the quiz now,” instead of generic calls to action like “learn more.” People are more likely to click when they understand exactly what’s going on.
  • Three bullet points. Capture their imaginations even more with three bullet points that list positive outcomes. Think about what your customers want to achieve!
  • Image. Landing page copy isn't the only key to successful landing pages. You also want to attract attention visually. So don’t show a boring headshot of yourself—show an image of your ideal customer achieving that desired result!

The size and format of the image are important considerations. The text should not be erased.

A transparent layer over the top of the image is the best way to show it. The text on the left and the image on the right can be seen in columns. Most people will look at the left side of the screen.

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#2: Landing Page Problem and Solution

That's good! Someone needs to stay focused during those first seconds. They are interested in learning more after reading the hero section.

Talk about their main problem and how you will solve it.

The classic framework is used to do this.

  • Pain. State the problem in a headline.

The overall problem is described in one phrase and followed up by specific examples on this page from Good Trading Co.

landing-page-problem-2
  • Agitate. Then give a few examples of what that looks like in practice. Empathize with your audience and remind them of their pain points. Be descriptive and emotional.
  • Solution. Finally, offer them a way to avoid that pain in the future. Use a transitional sentence like “It doesn’t have to be this way” or “We do things differently” to make the separation clear.

The same page provides solutions to all of the problems.

problem-and-solution-3

Just for a second, it is ok to be negative here. You don't bring the customer down or ruin the sale, you empathize and make an emotional connection. The audience is already feeling the pain.

Understanding what your audience's problems are the key to this section. You need to understand your customer. Here are a few places to start describing their pain point.

  • Read customer reviews of your service and competitors in your niche. 
  • Talk to existing customers about their pain points and why they chose you.
  • Use social listening to hear what people complain about to their networks.

Think about the feelings behind the complaints once you have the raw material. If a lot of people complain about slow or buggy software, you want them to be frustrated. The solution you provide is easy.

Some of this ground can be found in your hero section. That's okay! It is ok to repeat ideas, phrases, andKeywords on websites.

#3: Landing Page Benefits

It's possible that you have competitors in your area. There are more than one person out there who can help.

What distinguishes your offer? Someone should choose you over the other person. The value proposition is what you are talking about.

Benefits are the things that only you can provide.

We are not talking about features at this time. Do you have a course with expert level video modules? It's great! Your audience doesn't pay attention. They can become world-class experts in just four weeks. Now they want to.

Think about why your customers like you. Continue to ask why. Even if your benefits aren't unique, you'll still speak more meaningfully than the competition.

Customers want to be experts in 4 weeks. They can expand their business quickly. They want to do that. They can make more money. They want to increase sales. Financial freedom is one of those things.

There are three main benefits for members.

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benefits-4

You should give each benefit in a three-piece format if you want to talk about it.

  • Title the benefit with just one to three words.
  • Write a sentence describing the feature that makes it possible.
  • Add a photo or graphic to sum it up visually.

#4: Landing Page Testimonials

Social proof is required on your website. It's all done. That is it. Can you remember the last time you checked out a restaurant, bought a product, or watched a movie?

Reviews, testimonials, and other forms of social proof are the type of content that you don't have to create yourself. You just have to locate them.

Three testimonials that speak to a specific pain point, outcome, or common objection is what you should aim for. You have to organize these. Make sure to search for them carefully and then make edits to just the important phrases.

A customer testimonials with data is shown on a landing page.

testimonials-5

Good testimonials can be hard to find. One way to get in touch with customers is to explain why your business is important.

Set up a short interview with you and not ask for written testimonials. You can change the content later if you want. The final text should be sent to them before it goes live.

There's a reviews page on your website. Just choose the cream of the crop. You don't want to distract people from your main message.

#5: Landing Page Features

The work was great. Your audience continues to read. The next step is to focus on the specific features of your service.

Why right now? The way people make decisions is what makes it all happen.

Most of the time, we make buying decisions based on what we think is right. We came up with a list of reasons to justify our decision.

You are setting up content that will help people through the process. The big promise, problems, benefits, and social proof have been discussed. Features will be used to justify customer decisions.

You can go up to 20 features if you really need to. Depending on what you are selling and who you are selling to.

The format that you used for benefits should be described with a reversed version.

  • Title the feature with just one to three words.
  • Write a sentence describing the benefit that it creates.
  • Add a photo or graphic to sum it up visually.
features-6

At this point, you can compare your features to other people. You don't need to name the competitors if you want to do this, just have two columns for "our service" and "other providers" It is a great way to stand out and get people to line up.

#6: Landing Page Play the Tape Forward

The features are out of the way. It's time to close the deal.

The step is short and easy to understand. It only takes a few words.

Tell your audience what you will do if they don't act now. There are two futures in front of them. Let them make the decision

There is a quote at the end of the landing page from school of bots.

play-the-tape-forward-7

#7: Landing Page FAQs

Your landing page should have at least three to six questions.

They want to buy from you if someone has made it this far. That is a foregone conclusion. They may still have questions or doubts.

That is the reason you have a FAQ section. There is a FAQ page on your website that is geared towards customer service. It is just about closing the sale right here.

If you want to raise an objection, use the questions.

Dana diTomaso uses questions to qualify leads, handle objections, and speak with the customer.

faqs-frequently-asked-questions-8

This section can be used to find leads. It's a good thing that your offer isn't for everyone. niches work that way. Honesty is better than pretending your service is something else.

Conclusion

What did we learn from this strategy?

  • When it comes to landing page design, emotion and attention are everything.
  • You should empathize honestly with your audience's problems.
  • Effective landing pages keep things simple, short, and well-structured.

The sales figures will go up.

He helps entrepreneurs automate their leads and improve their sales. If you want to get his free website masterclasses for service businesses, you can find him on the internet.

Other Notes From This Episode

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