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Exciting times, you’ve been working hard and it’s finally ready.

But wait — before you press that big red button.

Go through these simple steps, it will save you some headaches. Promise.

Step 1: Understand what you want your landing page to look like

The first step in planning out a landing page is to have a clear vision of not only what you want the page to look like, but how clients will perceive it. Ask yourself these questions and formulate clear answers:

  • How do want users to feel after seeing success with your offer?
  • Are there any deal breakers, uncertainties, fears, and doubts from the user’s POV?
  • How does the user envision life after getting your offer?
  • What separates your offer from others from the user’s POV?
  • Which emotions drove users to sign up?
  • What situational triggers led users to sign up?
  • What is the desired outcome that the user is trying to achieve?

Step 2: Set- up Search Engine Optimization (SEO) Functionality

You know what they say about early birds and worms? Well, when it comes to SEO, the same moral applies.

Increase the quality and quantity of website traffic by increasing the visibility of a web page to users of a web search engine. When building a landing page, it is necessary that it meets certain criteria in order for it to be visible during unpaid or organic search results.There are several tools that assist you in getting started:

Google Analytics

Google Analytics will help you track how much traffic you are getting from search engines, which pages are getting the most organic traffic, along with other useful metrics.

Google Search Console

Google Search Console is a free tool provided by Google to webmasters, which communicates directly with Google, enabling you to receive feedback on your website performance.

SEO Audit

SEO Audit Tool (we really like PowerSuite) will assist in double-checking your landing page, ensuring there are no errors and offering solutions on technical issues.

SEOPress PRO

If you're using WordPress to create your website, SEOPress Pro is an incredibly useful plug-in that assists you in your journey.

Did you know that your sites user interface (UI) will directly impact the users’ experience (UX)? 

Many of your visitors will not access your site through your homepage, which means ease of navigation is essential – no matter which page a searcher or search engine lands on. Therefore, your site’s structure is not only important for your users, but it acts as your internal roadmap for search engines. Here are some questions to consider when configuring for SEO:

  • Are your site’s keyword/s in your URL?
  • Did you use your keyword at least 3 times?
  • Do you have at least 100 words per page on each URL?
  • Is there any duplicate content that can cause your site to be penalized?
  • Have you compared your link profile to your competitors?
  • Have you secured your brand name across social media sites?
  • Is your web page fast and quick to load?
  • Are all of your site links working?
  • Do you have quality content that makes users want to stay and engage?
  • Is your site easy to navigate?
  • Is your site free from annoying pop-ups, long option lists or dead-ends?

Step 3: Define your product offering

Next, it is imperative to know what it is that your are selling; that is, what is you end intention for the user (to make a purchase? To follow the page? To share on social media?). Ensure that you have concise and cohesive information regarding your product/service being offered. Ask yourself this:

  • Do I have a clear and concise headline and subheader that answers the following questions from the user’s perspective: “what is it?” and “what’s in it for me?”
  • Is the design of the landing page consistent with the referring source?
  • Is the articulation of the offer personalized to a specific target buyer?
  • Is the product/service depicted with imagery or video?
  • Are the claims presented backed up by evidence and not solely hype?
  • Am I using three value-packed bullet points right below the main header?
  • Am I following the 80/20* rule in presenting my offer?
  • If I use a video sales letter, is it set to autoplay and has fast-forward disabled?

*80% of readers will only look at 20% of the page, so the entire offer must be presented there.

Step 4: Use a Call to Action (CTA)

A call to action is a banner, button, or some graphic or text on a website which prompts a user to click it, pushing them down the conversion funnel. It is an essential part of inbound marketing as it actively strives to convert a user into a lead and later into a customer. Some things to consider when creating CTAs:

  • Is the Form/CTA immediately visible above the fold?
  • Is the headline tightly-written with bullet points?
  • Are there multiple CTA’s across the page which are visible, action-focused and descriptive?
  • Does your CTA reflect the appropriate stages of the buying journey?
  • Does your closing copy lead to a CTA at the footer of the page using contextual wording?

Step 5: Establish confidence with Trust Icons

Trust icons are synonyms to social authority –

They answer the question:

Do you look legit?

A trust icon is anything that makes your client believe your website is authentic and an authority on its subject-matter. It also assists the SEO software in making your page appear more credible, thereby increasing its page rank when keywords are searched. Consider these prompts:

  • Is my layout smooth and fonts consistent?
  • Are the images used authentic?
  • Is the page flow intuitive?
  • Are my trust icons above the fold and at the footer of the page?
  • Do my testimonials include a name, photo, title and business affiliation?
  • Is my privacy policy near the call to action?
  • Are my social network handles clearly visible and include my address, map and phone number?
  • Do my trust icons have a human element above the fold?
  • Is there a chat widget which can help address any potential questions?
  • Is my copy easy to read, relevant, free of errors?
  • Are there broken links on my page?
  • Is there an email link for users to ask questions, located at the footer of the page?

Step 6: Create a clear, easy to read layout

Your landing page layout should include visual cues, supporting imagery and enough white space with contrast to be easy-to-read across multiple devices (i.e. tablet, laptop or cellphone) along with skimmable content and appropriate scope. The visitor needs to feel said space while reading; therefore, your page should possess visual space to breathe.

Consider the following:

  • Does my page design guide the eye to relevant sections?
  • Are there supporting images that don’t compete for dominance with the CTA?
  • Are the design elements and copy uncluttered and not appear cramped?
  • Is there enough contrast between page elements?
  • Are the subheadings large enough for content to be skimmable at a glance?
  • Does your content read as well on mobile as it does on desktop?
  • Is the length of the landing page appropriate for the offer?

Step 7: Client conversion

Turning readers into customers is ultimately the main objective of your landing page, whether the ultimate end goal is a purchase, sign-up, etc. In order to increase your client conversion rate, ensure that your landing page has certain criteria:

  • Does your content highlight your competitive advantage?
  • Do you offer enough information to preemptively handle any customer objections?
  • Are you using “you” (to refer to your client) throughout the copy?
  • Does your content highlight a potential dollar amount or time-saving factor?
  • Does your content pique the reader’s curiosity?
  • Are you utilizing exit-intent popups if the reader does not sign-up in a given time frame?
  • Do you have a reassuring line of copy next to the form field and/or CTA button?
  • Do you have a clear list of benefits broken down into bullet points?

Step 8: Post Sign-up

After successfully converting the user on your landing page into a client, it is important to follow-up with some form of post-contact via e-mail, social media, and so on. This content should be hyper-focused, consistent with the message of the page, and geared towards giving the customer the most they can get from their client experience with youWhat special offers are you willing to provide them with? What are you offering that makes their client experience worth the time it took to sign up to your mailing list? Are there perks, insider secrets, or exclusive aspects to your business you can share with them that will reward them for their choice to become a client? Consider these points:

  • Are your content points hyper-focused and consistently promote the #1 goal of the page?
  • After sign-up, did you send a personal message to the user’s inbox?
  • Did you encourage the user to refer friends or colleagues?
  • Do you have incentives for social media referrals or sharing?
  • Did you provide a free bonus offer for signing-up with no string attached?

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