![Three Formulas for a Great Headline
Formula Example
The Only Way to [Do Something
Desirable] Without [Doing Something
Undesirable].
The Only Way to Lose Weight Without Going
to the Gym
[Do Something Hard] in [Period of
Time] or [Promise].
Do a full work out in 15 Minutes or Never
Go to the Gym again.
[Do Something Desirable] Like [an
Expert] Without [Something
Undesirable & Expected].
Get ripped like an athlete – without the
crazy workouts!](https://image.slidesharecdn.com/landingpages-tldrversion1-190613223733/85/The-hacked-non-expert-guide-to-creating-great-Landing-Pages-10-320.jpg)
The hacked, non-expert guide to creating great Landing Pages.
- 1. The Landing Page The ultimate expert guide hacked non-expert UNESCO Start-Up Bootcamp 4th March, 2016 —websites.wiredpinecone.com
- 2. Landing Page Noun | ˈlan-diŋ ˈpāj ...any page on a website where traffic is sent specifically to prompt a certain action or result. —copyblogger.com
- 3. —ramlijohn.com Landing pages are used to find out if people will pay for your idea
- 5. —mapbox.com Landing pages are used to sell your service
- 6. Landing Page Best Practices —formstack.com
- 7. ● Unique Selling Point ● Benefits ● Proof ● Your Call-To-Action —formstack.com
- 8. 1. Your Unique Selling Point.
- 9. Your headline should not suck Your headline has one job and one job only …. choose clarity over clever. Clarity smooths the way to conversion. —Roberta Rosenberg
- 10. Three Formulas for a Great Headline Formula Example The Only Way to [Do Something Desirable] Without [Doing Something Undesirable]. The Only Way to Lose Weight Without Going to the Gym [Do Something Hard] in [Period of Time] or [Promise]. Do a full work out in 15 Minutes or Never Go to the Gym again. [Do Something Desirable] Like [an Expert] Without [Something Undesirable & Expected]. Get ripped like an athlete – without the crazy workouts!
- 11. Strike Home with the Super-Sub Your secondary headline should reinforce your message. You have 5 - 8 seconds to communicate what your page does. Let your headlines drive home your killer pitch.
- 12. Two Uses of the Secondary Headline As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one.
- 13. Examples of the Secondary Headline Headline Secondary Headline The Only Way to Eat Out Without leaving home! Leaving home sucks. Order your next meal online so you don’t have to. Never miss another photo op! Let drone cam be your personal photographer while you enjoy life as it happens.
- 14. Headline + Subheader — nuemd.com Poor
- 15. Headline + Subheader — invoicesherpa.com Good
- 16. Headline + Subheader — cotap.com Better
- 17. 2. What are the benefits of using your service
- 18. Speak benefits not features Listing features forces your visitors to have to figure out how your product or service can help them. Communicating in terms of benefits is a more effective way to show how you’ll solve their problems. Speak directly to the needs of your visitors as opposed to talking about yourself.
- 19. 4 steps to turning Wordpress’ features into benefits ● Step 1: List all of the key product features. ● Point-and-click site design controls ● Mobile responsive layouts ● One-click automatic theme updates ● Step 2: Examine what each feature does, or why their included. ● Easily customizes your site in fewer steps ● Adjusts to fit any device, hand-held, tablet or PC ● Keeps your site updated and secure at the click of a button
- 20. 4 steps to turning Wordpress’ features into benefits ● Step 3: Ask yourself how do these features connect with your prospect’s true desires. ● The ease and ability to change your own website in minutes without the need or expense of a developer ● No complaints from customers that they can’t find your production their mobile device ● No more worrying about hours of redesigning or coding to get your site to look the way it did before platform updates
- 21. 4 steps to turning Wordpress’ features into benefits ● Step 4: Keep asking the question “What does this mean for your user on an emotional level?” so that you can understand each feature’s true benefit. ● Freedom and flexibility from having to pay a developer update your website, full creative control at your fingertips ● The relief and happiness of knowing that your prospects will always be able to get in touch with you or buy your product from any device. ● The confidence that your website is secure, looking great, and working for you regardless of how many versions of WordPress is released.
- 22. Speaking benefits vs features - Good — wordpress.com
- 23. Speaking benefits vs features - Better — path.com/moments
- 24. 3. Prove it!
- 25. The proof is in the social pudding Social proof is the use of social signals to illustrate that other people have tried and liked what you’re offering. This is a very persuasive tool. People are more likely to sign up if they see that others before them have, and were glad they did.
- 26. Social Proof in action - Basecamp
- 27. The proof is also in Trust Indicators For an effective way to build trust, you can also incorporate testimonials, endorsements, reviews, press mentions, guarantee seals, and 3rd party trust and security certification.
- 28. 4. Call-To-Actions and Buttons!
- 29. Don’t screw up now! Your call-to-action (CTA) is one of the most important elements on your page as it tells the customer what to do next. It’s the final point of interaction and the last opportunity to convert your visitors. Your call-to-action represents a handshake agreement between you and your prospects.
- 30. Where to place your CTA ● Above the Fold: Placing your CTA above the fold is the most common placement choice. The fold is the space a visitor sees without having to scroll and is usually where the most important parts of the webpage is placed. ● Below the fold: If the product/offer is complex, and the prospect has to digest a lot of information in order to make an informed decision, you could opt to position the CTA lower on the page or below the fold.
- 31. Above the fold - Klets —klets.com
- 32. Below the fold - A.I.D.A —thelandingpagecourse.com
- 33. Above or below? If the product/offer is very simple, positioning the CTA above the fold generally works best. If the product/offer is complex, and the prospect has to digest a lot of information positioning the CTA lower on the page generally works best. —kissmetrics.com
- 34. Power to the buttons! When it comes to creating a button for your landing page call-to-action, it’s important to understand some of the tried and tested button design best practices. —thelandingpagecourse.com
- 35. 6 guidelines for effective button design ● Contrast: Contrasting colors are the best way to make your button stand out from the rest of the page. ● Clickability: Make it look like a button! If it looks flat and unclickable it could be just another design element on the page. ● Size: Size matters. If your button is buried on the page it’s less likely to be clear that it’s the target element for a conversion. ● Go big or (your visitors will) go home.
- 37. 6 guidelines for effective button design ● Directional cues: Pointing to your call-to-action is a great way to make it stand out, and guide your prospects attention to where you want them to click. ● Call-to-action copy: The text on your button is of paramount importance. As a general rule it should describe exactly what will happen when it’s clicked. I want to... ● White space: Where is the button? If that’s the response of your visitors you aren’t making it obvious enough. Give it some breathing room so it’s very easy to spot.
- 38. Example - Basecamp… Again —wordstream.com
- 39. A Few Notes on User Experience
- 40. GET YOUR TEXT RIGHT let’s compare two examples
- 41. Men, there is much to live for, and there is much to die for. The man, the race of nation that is not prepared to risk life itself for the possession of an ideal, shall lose that ideal. Ifyou,Irepeat,mustbefree,youyourselvesmust striketheblow. Rt. Hon. Marcus Mosiah Garvey
- 42. Men, there is much to live for, and there is much to die for. The man, the race of nation that is not prepared to risk life itself for the possession of an ideal, shall lose that ideal. If you, I repeat, must be free, you yourselves must strike the blow. RT. HON. MARCUS MOSIAH GARVEY
- 43. elegant, but unreadable Men, there is much to live for, and there is much to die for. The man, the race of nation that is not prepared to risk life itself for the possession of an ideal, shall lose that ideal. Ifyou,Irepeat,mustbefree,youyourselvesmust striketheblow. Rt. Hon. Marcus Mosiah Garvey uses too many different fonts... ...but fonts are too similar; looks like mistakes text is too small & closetogether text colour clashes with background colour text colour too close to background colour
- 44. Men, there is much to live for, and there is much to die for. The man, the race of nation that is not prepared to risk life itself for the possession of an ideal, shall lose that ideal. If you, I repeat, must be free, you yourselves must strike the blow. RT. HON. MARCUS MOSIAH GARVEY elegant and readable uses only 2 fonts... ...and you can tell they are different on purpose text is big enough, with breathing space text colour works with background colour text colour stands out against background colour
- 45. BE IMAGE SMART here’s another two examples
- 46. 2Go is the only way to eat out without leaving home! Leaving home sucks. Order your next meal online so you don’t have to. Order Online
- 47. 2Go is the only way to eat out without leaving home! Leaving home sucks. Order your next meal online so you don’t have to. Order Online
- 48. 2Go is the only way to eat out without leaving home! Leaving home sucks. Order your next meal online so you don’t have to. Order Online text colour andbackground clash image is stretched watermark (ah, so you stole this...) lovely image, but has nothing to do with text stock image used on several other websites
- 49. 2Go is the only way to eat out without leaving home! Leaving home sucks. Order your next meal online so you don’t have to. Order Online text colour andbackground worktogether lovely image, supports the text unique or rarely used image image is in proportion no watermark (professional)
- 50. FIRST IMPRESSIONS MATTER here are some other things to be careful of
- 51. Links should look like links. Regular text should not look like links. No buttons or links that don’t work as unexpected. No auto-playing audio (especially if you can’t turn it off). Mobile and assistive device friendly/responsive (why cut out potential buyers?).
- 52. An easy way to Test your landing page
- 53. Grab a victim (seriously; do it!) test subject
- 54. 1. I’m going to show you a webpage. As you look at it, I want you to think out loud. 2. What do you think this page is about? 3. What information does it give? 4. What actions does it allow you to take? 5. Any other comments? Sample Test Script Testing with a random stranger is better than using family & friends!
- 55. Measure to see if you’re on the right track
- 56. You want to know if: ● People are taking the action you want them to take. ● People are clicking on the wrong things.
- 57. Questions?
- 59. Build Your Own Page Process 1. What do you want visitors to your site to do? 2. What do you need to tell them? 3. How are you going to tell them?
- 60. Build Your Own Page Resources Inspiration http://land-book.com Tools www.kickofflabs.com www.wix.com www.launchrock.com Copywriting https://copyhackers.com Images http://www.inc.com/jeff-haden/where-to-find-free-stock-photos-online.html Measurement https://www.google.com/analytics/ https://clicky.com
- 61. Learn More Landing Page Course http://do.thelandingpagecourse.com/ Anatomy of a Perfect Landing Page www.formstack.com/the-anatomy-of-a-perfect-landing-page Call-To-Action Best Practices http://www.smashingmagazine.com/2009/10/13/call-to-action -buttons-examples-and-best-practices/ Beautiful Button Designs http://www.noupe.com/design/beautiful-button-design-action- examples-tips-creating-effective-buttons.html
- 62. ...and we’re done. Thank you!
- 63. More questions? Mannin Marsh mmarsh@qualityworkscg.com Denique Ferguson denferguson@gmail.com