Before you read this article, you may want to read our other article titled, “What is a Landing Page.”
Rule of One
On your landing page you should keep it simple by using the Rule of One.
- One Message
- One Offer
- One Call to Action (what they need to do next)
For example, let’s say you are a contractor that provides a variety of services. But your prospect is only interested in your roofing services.
I it may be tempting to talk about all your construction services. Keep it simple, only speak about your roofing services. Keep the prospect focused. They can learn more later if you end up doing business with them.
Attention Span of a Fly
Visitors online have the attention span of a fly.
They could be in the middle of a project for work, eating dinner, watching kids, anything. You’d like to think they are in a peaceful environment 100% focused and hanging on your every word. Imagine the opposite. They’re in line at the grocery market and the next person in line just said hello.
Keep it simple.
What is the Benefit?
Make sure you communicate the items below in the first three seconds:
- What is the benefit that you are offering?
- What is it that you provide?
- How are you going to make the visitors life better?
- What is the next step that the visitor needs to take to get this benefit?
Ideally, you’d like to present this information as high on the page as possible.
Features vs. Benefits
What is the real reason people benefit from your business?
Don’t provide the features of your offer, but the benefits.
What do I mean?
In the roofing example, instead of saying something like “We’ll re-roof your home with the best quality roofing materials” instead, say “Never Worry About Your Roof Again” or “Maintenance-Free Roof.”
Yes, the prospect wants a new roof, but really, they want safety and comfort for their family. They don’t want to worry about a roof.