How to declare that I make landing pages. Examples of selling landing page

What is a landing page and what are its features? How to quickly make a cool landing page with high conversion? Which landing page builders are popular now?

Hello, dear readers! With you is one of the authors of the business magazine “HeaterBober.ru” Alexander Berezhnov.

And I decided so - I’ll tell you about landing pages, about the main techniques that I used to create them. I will give examples of good one-page sites. And each of you will draw conclusions for yourself. Agreed? Then let's begin.

The topic of creating a landing page is not an easy one, but it is very relevant and interesting. Knowing how to do this will help you make money in a variety of ways, such as . Understanding this, you can start your own small business by simply selling goods or services through a landing page.

1. What is a landing page - an overview for beginners

Hundreds of articles have been written on the topic of creating landing pages. It’s difficult to cram all the advice and all the experience into one material. But I will still try to tell you about the most important thing regarding the landing page.

Landing is a one-page website or just a page, the purpose of which is to induce users to take some action: buy, subscribe, call, leave a request.

Landing page is literally translated from English: “target” or “landing page”.

You've probably seen such one-pagers on the Internet.

Why do they make landing pages:

1. They motivate well visitor to take the desired action.
2. They are quickly constructed. And they often cost less than a regular website. Another plus: you can create a landing page yourself.
3. Landing page is easy to redesign– improve, change, add missing information.

Landing pages are created for:

1. Product sales. For this purpose, calls are used: “buy”, “leave a request”, “call”.
2. Collection of information. Here visitors are offered: “subscribe”, “find out more”.
3. Software distribution- software sales.

Landing page and sales funnel

Funnelsales is the process of selling a product/service. At each stage of this process, a portion of people are eliminated - potential clients of a commercial company. We have a separate article on our website about.

The landing page sales process looks something like this:

• 100 people saw a link to the landing page;
• 40 users followed the link;
• 10 people submitted an application;
• 2 people bought the product.

Out of a hundred - two sales. Return – 2%. This is a good option. Not perfect, but not a failure either.

A sales funnel looks like an inverted kitchen funnel: a wide base and a narrow neck.

The widest part is the transition to the page. At this stage, we test the operation of contextual advertising, messages on social networks, and publications on other sites. Determining CTR.

CTR– the ratio of the number of clicks to the number of impressions. Measured as a percentage.

The middle part is the application. We analyze the effectiveness of the landing page - its design, text part.

The narrow part is processing applications and sales. Here we evaluate the work of living people - operators, managers.

When analyzing a landing page, another indicator is calculated - EPC.

EPC– this is the average earnings from one thousand landing page visits.

The higher the return rate, the higher the effectiveness of your advertising campaign.

In what cases is it necessary to create a landing page?

Below we will consider a number of cases when you may be faced with the need to create your own one-page website.

We have already discussed what a landing page is, why they are good and what basic principles they rely on. But despite the fact that there are a number of rules and techniques that will ensure the success of your website, it is wrong to think that developing a landing page is a template job, and a well-functioning page can be made in 5 minutes, just know, insert pictures and change texts. Of course, this is a creative process, and imagination, supported by an understanding of the behavior of your target audience, is only encouraged. Below we will present ten examples of non-trivial landing pages, as well as pages that ensure high conversion.

1.Nest Thermostat

A very interestingly designed landing page dedicated to the sale of a room thermostat. Despite the presence of all kinds of technical data and descriptions of convenient functionality, the landing page is focused on the visual component - several photographs of the interior, as well as a brilliantly conceived and executed animation in the middle of the page evoke the feeling that after purchasing this device, your home will be no worse, than in the pictures on the Internet. Thus, Land sells not a thermostat, but comfort in the home, which is the client’s ultimate need.

2. Boy-Coy

The website of a design studio, after which you are unlikely to even want to look for offers from competitors. A four-screen landing page can convince you to contact these guys, even if you don’t read any reviews or a list of companies with which the studio has collaborated. Most likely, you will just scroll through, admiring the parallax effect, and before you know it, you will start entering your data into a nice feedback form.
http://boy-coy.com

3. Vodka “Valenki”

Another example of a beautiful landing page with a parallax effect. A purely image page that does not force you to immediately make a purchase, but creates a positive image among the target audience. Please note that information about the quality of the product is presented in sufficient volume, but you can miss it while watching how beautifully the ice cubes float. However, the desired effect has already been achieved. This site is too beautiful to offer something of poor quality - this is the subconscious conclusion that every visitor to any tasteful site will have.
http://www.valenkivodka.com

4. Online store of teddy bears

Truly interesting landing pages can attract the attention of even people far from the target audience. See the example of a store selling huge teddy bears. The site is literally filled with interesting ideas and seems to be conducting a dialogue with the visitor, which ultimately, with a high probability, means a purchase.
http://medvedy.com

5. Smart Progress

A beautiful landing page for a popular service for setting and achieving goals. First, go in and see how it works, and second, appreciate the design that represents movement towards the goal. Together with the very competent filling of the blocks, it really motivates you to do everything that was planned, but was put on the back burner.
https://smartprogress.do

Examples of selling landing pages with high conversion

1. Production and installation of wooden windows

As you know, a landing page should not overload the visitor, but immediately give him something to grab hold of and fill out an application. We won’t argue, but some products require careful selection, and you can’t get away with just one or two blocks. The landing page for this window manufacturer followed the program to the maximum and touched on details that we don’t even think about when choosing windows. And although it seems to us that there was an information overload in a couple of blocks, this page is still a good example of a large landing page.
http://goodwin-nnov.ru/

2. CASCO insurance

Another landing page with high conversion. The principle of converting a visitor into a lead is used here similar to the previous example - a calculator. We propose to evaluate how many parameters can be entered to select a policy, and how tirelessly this is done. The same can be said about the rest of the content of the landing page - it is extremely simple and clear, and all the benefits that a car owner wants to receive by insuring his car are described.

http://prostokasko.rf

3. Franchise of amusement aquarium machines

A good example of a selling landing page that ensures high conversion due to the fact that it clearly explains the benefits to a potential client, but also leaves intrigue and a desire to learn the details of a business plan that promises passive income. Our special praise goes to the designer.
http://morewishes.ru

4. Laptop repair

A good example of a landing page, where a relatively large amount of text (including the space it occupies on the main screen) does not create any difficulties for the visitor, but on the contrary, it looks organic and successfully describes all the advantages of the repair organization. Laptop repair services are urgent, so you should not give potential clients too much information: a few blocks are enough, but worked out as beautifully and informatively as possible, which inspires trust.

Landing, landing, landing, landing page, one-page site, langing page, one-page, selling site, landing page.

So many names, even completely perverted ones, of the same thing. The point is that almost no matter what you do, you need such a site.

Well, since it’s needed, then let’s solve the issue of creating it. Make a landing page yourself? After this article - no question!

Moreover, it is correct, meaningful, and hits the target. As they say, you can make your cherished selling landing page yourself.

Just in case or stage 0

It is usually said that one-page sites are created to sell or get a person’s contacts online, but in fact there is a much wider range of tasks here:

1. Receive new requests for goods/services;
2. Increase brand awareness;
3. Inform about the provision of goods/services;
4. Provide advice on services;
5. Receive resumes from candidates;
6. Attract partners, dealers, representatives;
7. Provide access to the service;
8. And so on.

Before you start creating, you need to remember that you cannot try to sell a product and attract dealers on one site. And all because these are different tasks, and this means different landing pages.

Important. Before creating, you need to clearly define the purpose of your landing page. And remember - there should be one goal.

Let this reduce the reach of potential people, but increase the effectiveness of the page, which will justify everything financially.

STEP 1 - Donate or make it yourself

At this step, you need to determine which of the two solution options you will choose.

What to do... What to do

And they will be selected based on your financial and time resources. Let's look at each of them with their pros and cons.

Constructor

Once, one client wrote a complaint to us after receiving the site. Its essence was that we did not take a lot of money justifiably.

It all looked very strange, because he had familiarized himself with everything before and signed the agreement. But we are not a poor company, so it is easier for us to let the client go in peace (not always) than to try to prove something. That's what we did.

And all this happened because he found a landing page designer on the Internet and learned that he could do everything himself, spending literally 5-6 hours on it, and paying no more than 1,000 rubles a month.

But you and I understand that you can assemble a “car” yourself, but how far will it go, how individual will it be, how much will it have the correct technical equipment...

We described in detail all the stages of creating a landing page with deadlines in the article.

Pros :

• Cheap. Very much so. 500-1000 rubles per month and you are the happy owner of a one-page website;
• Just. You don’t need to think about layout, adaptation for mobile devices, or connecting SMS notifications about new applications to your phone. All this is already there and done for your convenience;
• Fast. You can do and configure everything really quickly. Moreover, making changes will not be difficult either;
• Technical support. Do you have a question? They will answer you as quickly and thoroughly as possible. A huge plus;
• Free trial period. Now almost all landing page designers have a 14-day free trial period. Register and...

A little truth of life. “ 14 days of freebies! During this time, I’ll earn money with the help of a landing page on the designer and order a beautiful website from an agency,” they thought.

After 14 days, having barely managed to defeat the designer, having done everything wrong and not receiving a single order through the site, they realized that one-pagers were not working.

Minuses :

• Knowledge. You need to know which blocks to use, their sequence, etc.

  Decided to take a look at your competitors? Great! But how do you know that your competitors have an effective landing page and show good performance?

• Design. If you are working with a designer for the first time, then you won’t be able to look at the landing page design at the end of the work without tears.

  Even if this is not the first option. Don’t expect a cool design that will go “Wow!”

• Limitation. The number of ready-made blocks is limited, as is their functionality. Design solutions are also not presented in the widest range.

  Therefore, if you want a bird to fly out here when a person leaves an application (as if his application flew away to you with carrier pigeons), you can forget about such an idea.

Personally, we can recommend this landing page builder. We usually refer clients to them who are just starting out or testing a niche.

Freelancers

Let's get straight to the point and from experience. Finding a freelancer who will single-handedly create a selling landing page from scratch and on a turnkey basis is IMPOSSIBLE. Well, it's true.

It is possible to find individual specialists: a designer who will create the design of a future website, or a programmer who will put it together, but there is no monster who can QUALITY make a website inside and out.

By all work I also mean such people as: internet marketer, copywriter, project manager. It’s simply impossible to be good at everything, physically, at least.

Therefore, the ideal way to work with a freelancer is when you analyze, collect, and prepare everything yourself.

And the designer and layout designer found on the freelance exchange simply implement it, and without any initiative.

Pros :

• Time. Both a plus and a minus. The benefit is that you relieve yourself of most of the hassle of implementing the appearance and technical component.
• Quality. The main plus. They will do one hundred percent better than you doing it yourself from scratch.

  At a minimum, because they have experience and knowledge that you have in their field, let’s be honest, almost none.

Minuses :

• Responsibility. If the site does not work, then no one is to blame but you. Since you are the one who controls them and speaks as needed.

  Search. You need special knowledge of where to look for them, how to assign tasks to them and... you also need to fill out a brief, show technical specifications, etc.

• Time and nerves. Time to find a freelancer, time to create tasks, time to make a landing page prototype, time to control. You will waste a lot of time and nerves.

  The majority of freelancers are slobs (I apologize, but this is how it is), so delays in deadlines and periodic losses from communication radars will occur.

  And this is the minimum you can expect when you want to make a landing page inexpensively.

• Money. You will have to fork out money, since a good specialist without “connections” costs quite a bit.

  An average quality design will cost around 8-10 thousand, layout will also cost around this amount. Again, it all depends on the complexity of the project and the performers themselves.

• Scammers. The work is structured as follows: 50/50. Advance payment and then the remaining payment after completion of the project.

  I don’t want to offend anyone, but among freelancers there are a lot of people who... do not take on the project after receiving an advance payment. Simply put, they get lost.

Now a little about payment: if you decide to work with a freelancer, I recommend the following payment scheme: make a 50 percent advance payment as a safe transaction (almost all exchanges have it).

And transfer the rest of the amount directly to the freelancer. In this case, you will overpay 15%, but you will protect yourself.

Lifehack. If a freelancer is going to scam you, then he will dissuade you from a safe transaction. This will be your signal.

Stage 2 - who and what?

The most boring (but most necessary) block in this article. It doesn't matter which way you go. You will make an effective landing page yourself or send it to a specialized agency. In any case, you need to know 3 things:

1. Your target audience;
2. Hunt's ladder;
3. The insides of your company.

The only difference is that if you create a landing page alone, you will have to write and think through everything yourself.

The agency will give you to fill out a detailed brief, thanks to which they do the scheduling of the target audience and so on themselves. We, however, take a different route and fill out the brief ourselves, communicating with you via Skype.

We sincerely believe that this is the only way to get all the information, since it is possible to ask the following questions during the conversation. And such questions always appear.

The target audience

We have already written about defining the target audience, or even deeper defining the client.

This study will give you an understanding of who your potential client is, what fears, objections, and desires he has related to your product/service.

What should you put pressure on in a future landing page, what words to use, what images are best to insert. A simplified summary diagram looks like this:

The target audience

Hunt's ladder

But what will knowledge of Hunt's ladder give? Just like the client’s avatar, it will provide the very structure of the future landing page.

I’ll tell you briefly, but in application to a one-page website, because very often business owners do not understand at what stage of awareness their potential client is (if you’re too lazy to read, then watch the video).

In short, before making a purchase decision a person goes through 5 steps/levels of awareness:

1. Stage “Indifference”. There is no problem.
2. Stage “Awareness”. There is a problem, but there is no solution.
3. Stage “Comparison”. Options for solving the problem are compared with each other.
4. Stage “Selection”. The solution option has been selected. Looking for products.
5. “Purchase” stage. Choice between product suppliers.

How can this complexity help you when creating a landing page? Let's look at each stage and how to proceed:

1. Stage “Indifference”. You need to create the problem in the person's head first. Show that if he doesn’t/doesn’t buy it, then everything will be bad.
2. Stage “Awareness”. You need to show in the first screens that there are different options to solve his problem.
3. Stage “Comparison”. You need to convey that your solution is better than others, and for this you can make a comparison table, offer a product review, research results, personal consultation on selection, etc.
4. Stage “Selection”. You need to show which offer is suitable for him, or rather in what form/package. To do this, we reveal more benefits of our products.
5. “Purchase” stage. You need to show, first of all, the benefits of working with your company, and only then talk about the product and that it is the best.

It seems that you don’t need this, but... For example, if a person chooses between buying an apartment and building his own house, then the landing page of the house should have a block explaining why a house is better than an apartment.

Package

You can roughly imagine what your website will look like in your head. And it’s good if you have a corporate identity or brand book (ideal, I would even say).

What about the benefits of your product or company as a whole? And several dozen more questions that you need to answer before moving on to creating a prototype and website.

Because the right questions form the right answers, which you take and package into your website. This stage will help you take all the most valuable things in your company and show it off.

So that you get the essence, here is an example of 10 questions that will help you better/deeper understand your company and your product, and serve it “with a wonderful sauce”:

1. Formulate 3-5 “reasons why it is objectively more profitable to buy from you rather than from competitors.”
2. What production features do your company have?
3. Do you provide internal staff training?
4. Compare the product with similar products. State the advantages and disadvantages.
5. Who is the person or persons of the company?
6. What bonuses are you willing to give to clients when purchasing large amounts?;
7. Describe in detail the stages of working with a client from the first contact to completion of the work.
8. Tell us about the financial conditions of work (prepayment, installments, deferment of first payments, product loans, discounts, product for sale, repurchase of illiquid assets, etc.).
9. What publications exist about the company or from the company? (expert comments, interviews, TV show judges, columns, articles).
10. Your clients are stars.

STAGE 3 - Prototype

Finally we got to the most interesting part. Now we will create your future website.

Or rather, for now, how to make a prototype yourself, but at least this is more interesting than just describing the target audience.

Step 1. Prototype structure

A prototype is the structure and sequence of blocks of a future landing page, which you can easily build from the selection criteria and objections of your target audience.

The best way to do this is as follows: take a sheet of paper and write down a sequence of blocks/meanings. It looks something like this:

1. A cap;
2. Company benefits;
3. Catalog;
4. Own production;
5. Stock;
6. Team;
7. etc.

You and I are the ones who prescribe the blocks, but we must also not forget about the two classic structures on which any advertising material is built, and the landing page is no exception:

1. (products/services);
2. PmPHSA (infobusiness). Stands for Pain, more Pain, Hope, Solution, Action (pain, increased pain, hope, solution, call to action).

So that you don’t rack your brains on how to convey one of the selected meanings and make your life much easier when creating a prototype yourself, this article will help you.

The Landing Page is the first experience your customer (or potential customer) will have with your brand. The landing page should convey information, call to action, and reflect your personality. It's difficult!

If you simply paste your logo and product image onto the template, it will be obvious. The page will not provide the experience or information your customer expects. Designing a cool landing page that works requires planning and precision.

Let's look at ten tips on how to make a really good landing page with high conversions.

Set one, clear goal for the page

The very first thing to consider when creating a landing page design or making adjustments is the purpose of the page. What do you want users to do?

It could be:

Then everything on your landing page should be designed and aimed at getting users closer to that goal.

BarkBox sells dog toys. The landing page above is for promoting a special product on Valentine's Day. It is thematic, but encourages users to make a purchase. Notice that each button says "Start".

Design for your audience

The landing page must be adapted to the users who will use it. This sounds obvious, but few people actually do it.

People and images in design should be relevant to users. The text is written in the voice and tone in which these users speak.

What should the landing page structure be so that you receive more orders and spend less money on advertising? Over the years of practice, I have developed a simple formula of 9 blocks. It will help you quickly write out a scheme and get a ready-made selling landing page.

In this article we will look at different options for one-page websites - from “classic” to “modern”. The most interesting thing is that the elements will be almost the same everywhere.

In short, warm traffic is when people purposefully search for what you offer. Or if you are recommended to them by someone they trust. If these two options are combined together, then the traffic becomes simply “fiery”.

If we show our advertising to those who know nothing about us and have never thought about buying our product, then we are dealing with cold traffic. For example, we set up a VKontakte target, which is shown to all members of the group “You’re showing off, I’m in heels.” And this advertisement leads to a landing page with an offer to urgently buy women’s perfume “Brave Bitch”.

Yes, theoretically, this product may be of interest to members of the above group. However, they don’t trust us at all because they come from regular commercial advertising. And besides, five minutes ago they didn’t know anything about the “Brave Bitch” perfume. Accordingly, here we are dealing with “icy” traffic.

So, returning to our sheep. The more traffic you bring, the shorter the landing page should be. And vice versa - the colder the audience, the longer the landing page should be made. With the second, I think it’s clear. If the audience doesn’t know us or our product, then it’s harder to sell to them.

Accordingly, we need to write more text and provide more arguments to convince them to place an order. In the case of warm traffic, any additional information will only get in the way.

If you make a long landing page for a warm audience, you risk losing more than half of your customers. People will scroll and fall off, scroll and fall off. To prevent this from happening, you must immediately provide the minimum information that is necessary to place an order, and limit yourself to 1-2 screens.

What is this “minimum required to place an order”? This is what we will talk about now.

Four required home screen blocks

The main screen of your landing page is what visitors immediately see as soon as the page loads. If we ignore the talk about traffic temperature, the conversion of your landing page depends 80% on how the main screen is made. By the way, for a short landing page it will be practically the only one.

Ideally, the visitor should receive all the information he needs right on the main screen. And place your order directly from there.

What does a person need to place an order?

• Confidence that he is offered exactly what he was looking for
• Something that will put you above other competitors he was considering
• Contacts for communication

These are the three elements you need to place on the main screen of your landing page. The main place - the headline in large letters - should be a short and clear description of what you offer.

If your visitors need iPhone repair, just write “iPhone repair in Moscow”. If they are looking for sushi delivered to their home, then there is also no need to insert your company’s logo and name in the most visible place.

I understand that you spent a lot of money and time on this logo. That you lovingly nurtured the idea of ​​a logo and pecked at the designer’s brain to make him do it the way you wanted. That the name of your sushi delivery company “Shining Path” was also chosen for a reason. That it symbolizes light on the one hand, and the path on the other.

But your potential clients don’t care. First of all, they are interested in the question - WHAT can I get here. WHO is offering this to me is the second question, and it must be answered later.

Therefore, leave the main place on the main screen of the landing page for the answer to the question - what we offer. When I was looking for examples of good landing pages for this article, I looked through a huge number of one-pagers.

Almost all of them are either poorly or very poorly made. Here’s an example of how a landing page opens for the request “English language courses in Moscow.”

As you can see, there is a lot of information here, which is easy to get lost in. In the center of the page there is a message that enrollment is underway for Chinese language courses. There is no indication that the courses are held in Moscow. And in general, almost all the information on the main screen in this example is superfluous.

Theoretically, it should “involve” them in reading, and then somehow convince them to take courses with us. But in fact, a person would rather not waste time figuring out all these menus and go look at competitors. It doesn’t just open your site, right. A person enters a query, then immediately opens 3-4 suggested sites, and jumps between them, making a choice.

Here's an example a little better than the previous one.

Here we are talking only about English, there is nothing superfluous, there is a call to action and contacts for communication. True, there is also no clear description of the services offered. And also red text and a red button on a green background - “blood from the eyes.” Otherwise everything is fine.

By the way, there is one more mandatory element of the main screen - a visual image of your product. This also works as an explanation - what we offer. If we were selling the same sushi, then it wouldn’t be difficult to depict it visually. Finding a good and understandable picture for “English language courses” is more difficult. This is where the suspiciously smiling man with a heart made of a British flag came from. It's better than nothing.

Here's another example that I liked more than the others:

There is a clear description of what we offer, there is an image (albeit in the background). There is a contact for communication, and there is an offer - a discount. Let's talk a little more about the latter.

Let me remind you that we have 4 required elements for the main page. We have already discussed the first three: 1. A clear description of what we offer; 2. Image of our product/service; 3. Contact for communication.

The fourth mandatory element is “detuning from competitors.” Thanks to this block, your potential clients should understand that working with you is more profitable than with your competitors. The classic version of the offer is to give a discount and write about it on the main screen. It almost always works well.

But there are other options. You can focus on delivering the product/service faster than others. Write specifically what/for what/how quickly you can do it. You can also offer a gift for placing an order right now.

To summarize everything that has been said about the main screen, look at this example.

Here the author of the landing page also clearly doesn’t really understand what he’s doing. Everything seems to be in place - there is a specific description of what is being offered. There is a visual image of the service (some kind). There is even an offer. Even two offers. No, even three... This is where the mistake lies. There are three offers/tunings here:

1. 40-60% cheaper than dealer
2. Maintenance of Renault warranty
3. We fix it quickly/We work efficiently/It’s profitable to work with us

The last one is clearly unnecessary. In general, I am sure that there is a separate cauldron in hell for copywriters who write “we work quickly, efficiently, inexpensively.” These are completely empty words that do not carry any meaning for the reader. And here they also take up precious space on the main screen. Accordingly, there is no longer any room left for contact and calls to action.

I’m sure that if you just remove this “fast/high quality” and instead insert a phone number and “Call now”, you’ll get a lot more conversions.

So, with the main screen, I think it’s clear. Let's now deal with those who still decided not to call us right away, but scroll through our landing page below.

Three blocks for trust

Trust is everything and more. If you fail to inspire the required level of trust, they will not buy your product or service from you, no matter how profitable your offer is. Imagine that a shaved man with shifty eyes comes up to you on the street and offers to buy a red iPhone 7 for one thousand rubles? Super advantageous offer. However, you will most likely refuse it.

There are three blocks you can use in your landing page structure to create trust. This is how they are arranged according to the level of impact:

• Regalia
• Reviews
• "How we are working"

The strongest trust comes from “regalia” - official achievements that prove that you can be trusted. A little weaker - “feedback from our clients.” People don’t believe reviews because they too often see the same photos of people on different landing pages.

The weakest option for building trust is “how we work.” This is when we schematically depict - “Step 1 - You call us; Step 2 - You transfer money to us; Step 3 - We disappear in an unknown direction..." and so on.

Many people do not understand why this block is actually needed. And it is needed to show that every step of yours is thought out, calculated and verified. That is, in fact, so that the potential client begins to trust you more.

So, immediately after the main screen, insert the strongest block on trust - your credentials. This is where the time has come to answer the question “WHO is offering this to us?” And official regalia quickly creates the maximum level of trust.

But this is only if you choose them correctly, of course. It is most convenient to arrange regalia in the form of a horizontal list with infographics. Many landing page builders know that there should be drawn circles with numbers under the main screen. But they don’t know why exactly they are needed.

As a result we get the following:

Where there are circles with drawings inside, that’s where the regalia should, in theory, be located. But what we see in the example above is not regalia. These are all offers. “30% discount” and “from zero to Upper-Intermediate in 8 months” are not official achievements. This information would look great on the home screen.

Here is a good example of what a block with regalia should look like:

We have been working since 2007 - this is already a serious achievement. Although I would write “10 years on the market” so as not to force readers to count (and then I would tie the offer to a unique event - our company’s anniversary year). But overall everything was done well. The regalia really inspires confidence.

Here's another good example:

Here the “100% result” only let us down. This is also not a regalia, but an offer - “We guarantee 100% results or return your money.” But the first two regalia do their job.

Further along the landing page, you can additionally insert a block with reviews of your clients and the very same “how we work.” And if you successfully used the regalia, then these weaker blocks will work much better. And if you used the regalia incorrectly, then no reviews will help you. It’s not the era, the wrong period of time for people to believe reviews.

Above, we talked mainly about working with warm traffic - when people more or less know exactly what they need when they come to your landing page. What if they are completely cold? That is, they don’t really understand why they need what you offer? Then we need one more important block.

Requirement creation block

This element in the selling structure of the landing page is designed to “warm up” the audience if they don’t really want to buy what you offer. And let's look at some examples right away.

If you don’t bother at all, you can simply write down in text why what you offer is needed. Like this screenshot of a landing page selling tickets to some business forum:

Formally, this is a block for creating a need. However, it is poorly executed. A landing page works much better if every piece of information is beautifully designed with graphics. Here we have simple text that 90% of landing page visitors will simply scroll through without reading.

In addition, the description of the benefits itself is incorrect. Here's what we have:

• Speech by strong and successful Russian entrepreneurs
• Unique cases and practices and only from the practice of Russian companies that we can be proud of
• Living stories of ups and downs
• 2 days in a circle of like-minded people, people with wide open eyes

In short, complete nonsense. But the worst thing is that here we only have a description of the technical characteristics without indicating the benefits that these characteristics provide.

It's like writing "150 liter dual freezer fridge" and leaving it at that. But after each technical specification, we need to give an explanation - “And this means that there is enough space for all the products, and you don’t have to cram them in with your feet.”

The same goes for the characteristics from the example above.

• Unique cases and practices - which means you will get a real plan on how to act in your situation
• 2 days among like-minded people - which means you will find new partners who will help your business double this year

Well, or something like that. The main thing is to provide an explanation of why this or that characteristic is needed. Well, ideally, arrange it all graphically. For example like this:

Here, however, points are given for different products. And you will need to make 5-7 circles with drawings + technical characteristics + explanation of the benefits for one of your products. Then the demand creation block can be considered complete. And we will end our landing page with a “pressure” for those who still doubt whether to order or not.

"Boost" block

After reading our landing page, people will probably still have some questions and objections. We physically cannot describe everything on one page for everyone. To answer the main objections, it is convenient to use the “FAQ” block, that is, “Answers to frequently asked questions.”

Question/answer information is easy to read because it creates a sense of dialogue. Remember, in books, dialogues are always easier and more enjoyable to read than descriptions.

However, it is important not to fall into one common trap. Your “FAQ” is not needed to answer “questions”. It is needed in order to close objections.

Formally, this is a FAQ. There are questions - and there are answers. But most of the issues here are organizational. The only good question is number 3. This is the real objection - “Why should I choose your courses if I can study with a tutor?”

There is no need to turn the FAQ into a technical support forum. All organizational questions can be answered by phone or made a separate block on a large multi-page website. The task of the landing page is to sell and sell.

Prepare a list of 9-10 main objections of your potential clients and post the answer to them in the form of an FAQ. Then the “boost” block can be considered complete.

Summary

Let's now summarize all 9 blocks of the landing page sales structure.

• Block 1 - Explaining WHAT exactly we offer (in the most prominent place on the main screen)
• Block 2 - Visual image of the product/service (also works to explain WHAT we offer)
• Block 3 - Offer/detachment from competitors
• Block 4 - Contact for quick communication and call to action (“Call now”)
• Block 5 - List of regalia, designed as a horizontal list with icons
• Block 6 - Creating a need (technical characteristics + benefits)
• Block 7 - Reviews (creating a secondary level of trust)
• Block 8 - How we work (creating a secondary level of trust)
• Block 9 - Boost (answers to the main objections of clients, packaged in the FAQ).

Save this article to your bookmarks to use when it’s time to create your next landing page. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (a summary from personal experience over 10 years =)

See you later!