Are you eager to boost conversions and create landing pages that deliver results? In this post, I’ll share a proven formula (The StoryBrand Framework) for writing websites that drive success. Let’s dive into the key elements that make landing pages effective.
Section 1: Clearly Define Your Purpose
The header section of your landing page should provide a crystal-clear description of what you offer. Make sure it helps the reader answer three questions: What do you do? How does it make my life better? And how do I buy from you?
Section 2: Call-to-Action Placement
Strategically position your call-to-action button in the top right-hand corner, and repeat it often throughout the page. A clear and easily accessible call-to-action is like having every checkout lane at a store open and ready.
Section 3: Address the Problem
Despite the discomfort some feel discussing problems, the problem section is critical. By clearly describing the issues your customers are experiencing, you engage them on a deeper level. This is where storytelling comes into play, as stories often revolve around overcoming challenges.
Section 4: Introduce the Solution
The solution section delves into your product and how it solves your customers’ problems. Tie every feature to a benefit your customers will experience if they do business with you.
Section 5: Establish Trust as the Guide
In the guide section, focus on building trust with your audience. Highlight aspects of your story that resonate with your customers, emphasizing the parts that showcase your understanding of their challenges. Be the guide they can trust to lead them to a solution.
Section 6: Offer Section
List what customers receive upon purchase, outlining the specific benefits and improvements to their lives. Clearly communicate what they can expect, whether access to a community, online resources, or physical product details.
Section 7: The Plan
How do people buy from you? Break down the process into three simple steps. If what you sell is complicated, break it down into phases. You could also use a plan section to talk about what happens after they buy from you if there are additional steps.
Apply the Formula for Success
By following this structured formula, you can create landing pages that educate, persuade, and convert.
