If you are a marketer, I'm sure you love Landing pages. These web pages have a direct link with advertisements and other digital content intended for the target. It is therefore ideal since you control your user's journey and get them to a page ready to convince them to go where you want! 🏃
In any case, that is your objective. To make this possible and for you to get the most out of your landing page, I am offering you an overview to improve the power of persuasion of the latter 🤩
One Landing page is a single page on a website designed for a single purpose: Encourage visitors to take a specific action. This could be buying a product, signing up for a newsletter, or contacting the site owner.
In general, a landing page contains an offer and a Call to action Or a Form to be completed by visitors. By completing the form, they become customers or prospects. It is a great opportunity for a company to collect information on its visitors or to make a sale!
With Webflow, you can create your landing page without writing a single line of code! This landing page can contain all the features you want, while having a superb design with A wow effect ! ✨
If you are not yet familiar with Webflow, I invite you to consult this article on why you should use Webflow to create your site. 😉
If you know the tool, you know that it is relatively easy to use and that creating your landing page can be done in a few minutes! It all depends on the content of this single page, but chances are that it will be minimal in length. In general, a well-built landing page is short, because remember, your page is intended to make your user perform a specific action. Don't get lost in the details!
Some landing pages only include a form with the brief presentation of a white paper that you are about to download. If you want an effective landing page, you need to think about your visitor's journey and offer them the solution to their problem. You need to show him how he can benefit from his visit, how he can solve his problem and find your solution.
In the case of a white paper, the problem raised by the book, the solutions provided and a form to obtain it will be presented.
To fulfill these objectives, I advise you to properly design your hero section, to properly organize the elements of your page to get to the point, to write specific content and to include A specific call to action.
You have a nice Webflow page but no content! It's time to fix it 😉
First of all (and I can't say it enough 😚) you need to know your target. Who is your page for? Who are you writing for? Make sure you have all the information you need about your target audience to establish your angle and messages. For example, you are not going to address yourself in the same way as to a CEO if you are targeting Art students. I therefore invite you to establish the robot portrait of your target, your persona, if it's not already done 😊 You need to know his problem (that I imagine you know him since you offer him a solution through your landing page), but above all you need to know his words and his blockages.
Your catchphrase is essential! It's the first thing your reader will see. You need to succeed in capturing his attention at the risk of scaring him away... and to have a significant bounce rate 😰
You need to find a catchphrase that sticks out, that appeals to your reader. You can play on mystery, promise, the pain of your target, the feeling of urgency, novelty, personalization...
To help you write a pitch, there are copywriting structures. I suggest you discover the PASTOR framework, a formula popularized by marketer Ray Edwards:
P as a problem: you attract your reader by describing their problem to them.
A is for Amplifier: you press on his problem, by sticking the knife into the wound (don't worry 🤭)
S for Solution: you show your reader that it is possible to get out of it, there is a way out, a solution to this terrible problem! You present your solution.
T for Transformation or Testimonies: make way for the testimony of one of your customers who saw their life transformed thanks to your offer.
O for Offer: just speaking of an offer, now is the time to describe it to your reader. You explain the process very precisely, what your customer will receive.
R for Answer: You indicate your call to action. One click, one subscription, one appointment, one download?
Finally, let me remind you that the best copywriting is short copywriting! And yes, most people don't read much... In most cases, you don't need to write very long texts, especially if your business has a certain reputation.
To discover other frameworks, go here, I suggest two other copywriting structures 💡
“I am not asking you to take my word for it but to read what my customers think of my offer.”
This sentence that you could say, represents the idea of social proof.
It is a very powerful form of persuasion. The principle of social proof leads a person to believe that an act is valid as long as others do it. This person's behavior is influenced by the group they identify with, thanks to the principle of imitation.
This behavior is exacerbated when the group shares common characteristics with the person.
👉 So if you want to maximize your impact, be sure to show customer testimonials, by choosing customers who look like your target!
Although we are deeply emotional beings, we needrational information to confirm our choices. Especially for more Cartesian personalities, who need numbers 🤓 Do not overlook information such as proof by numbers, the number of customers accompanied, statistical studies, anything that can give you credibility in the eyes of your reader.
I couldn't finish this article without providing you with more content on copywriting. I offer you a video dedicated to this discipline, directed by Germinal. You will discover its main principles and solutions that are directly applicable to your business.
Can't wait to see your landing page 🔥
Contact us if, despite all these rich tips (😉), you feel lost when it comes to creating this landing page!
