• Table of contents

Landing page

General

<aside> 🚩 These are the key items your landing page should check off. Don't move further without making sure these guidelines are met.

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• [ ] You’re actually using a landing page customized to the offer you're promoting (and not driving traffic to the homepage).

• [ ] The page has one, main conversion goal.

  <aside> 💡 Two CTAs are fine (e.g. signup and demo lead to the same end goal), as long as the end goal is the signup.

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• [ ] The page has a familiar layout that users are used to seeing on other websites.

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  Jacob’s Law says that “users spend most of their time on other sites”. This means that users prefer your site to look and work the same way as all the other sites they already know.

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• [ ] Page length is appropriate for the offer type.

  <aside> 💡 The more complex the offer (and the lower the users’ awareness), the more content should be used to explain it and convince users to take action.

  As a rule of thumb, your page should contain at least as many words as you’d use when selling your product face-to-face. That’s because you don’t have the luxury of being able to ask for objections, so your page needs to address all of the most common objections. [per Conversion Rate Experts]

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Hero section

<aside> 🚩 Hero section is the most important part of the whole page as it's seen by 100% of visitors. If you fail to grab visitors' attention at this point, they won't scroll down to learn more about your product.

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• [ ] The message and design match what users saw in the ad that made them visit your site.

  

• [ ] The hero section passes a 5-second test.

  <aside> 💡 Within 5 seconds after landing on the page, users are able to answer the following questions:

  • Where am I? (the company or product name is present)
  • What can I do here? (it’s clear what the product’s purpose is)
  • Why should I do it? (the value proposition is compelling enough to make users want to scroll down and learn more) </aside>

  

• [ ] The value proposition in the headline is attention-grabbing, easy to understand, and based on what your happiest customers value your product the most.

  <aside> 🛠 Here’s a list of proven headline formulas for inspiration.

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