A landing page can be the cornerstone of your marketing plan – if it’s set up correctly. The best landing page layouts follow a simple formula that’s easy to emulate. In this blog post, I’m going to show you, step-by-step, how to lay out the best landing page template for your product, service or free resource so that you can use that landing page to capture leads that convert to real sales.

Landing page layout rules, from the top down:

1. Landing pages and homepages are not the same thing.

Your website only gets one homepage, but you can set up as many landing pages as you want! A different landing page can be used for every product, service, event, webinar, free giveaway or resource that you want your followers to know about. A landing page is specifically set up to focus on selling that one thing, whereas your homepage is the central repository for all things you or your brand.

2. Start by declaring who the product, service or resource is for.

At the very top of your landing page, verify that the site visitor is in the right place by straight out saying it: “This shop is for dog owners who like to dress their pups in princess dresses. Here you can buy puppy princess dresses for all your dog dress-up needs.” Before I even start scrolling, I know what store I’m in and whether or not they have what I’m looking for.

3. Next, acknowledge your visitor’s key struggle. Hear it and see it.

Once you’ve declared who the landing page is meant for, recognize the key struggle your product or service will solve: “Do you have a tough time finding princess dresses for your favorite pup?” Dig into their pain a bit, show that you understand their frustration. If the visitor is in the right place, they’ll feel understood and be more likely to keep scrolling to find out about your solution.

4. Then, show your solution to their struggles.

Here’s the point in your landing page where you introduce your solution and why it’s the solution for anyone who’s experience the key struggle you’ve pointed out. You want your customer to say, “show me the dog dresses! This is exactly what I’ve been searching for!” Show how your solution will make their problems go away and improve their situation.

5. Now, describe yourself and how you came to this solution.

This section, just below the fold, is where you introduce YOU. Include a picture if you’re a service provider, or real product images if you’re selling a product, and get real about why people should trust you. Sharing a bit of your story and getting vulnerable about why you’re passionate about this solution keeps the reader scrolling. Remember that your visitor needs to know, like and trust you before making a purchase, and sharing pieces of your story helps in that regard.

6. Address your visitor’s objections, answer every “but what about…?” question you can imagine.

Here’s the point in your landing page where you introduce your solution and why it’s the solution for anyone who’s experience the key struggle you’ve pointed out. You want your customer to say, “show me the dog dresses! This is exactly what I’ve been searching for!” Show how your solution will make their problems go away and improve their situation.

7. Share real life testimonials, results, or success stories.

Tell the visitor a brief story about how your product or service solved someone else’s problem. Got a gallery of customer-submitted reviews complete with dogs in princess dresses? That’s landing page gold – real people using the product to make their own problems go away.

8. The best landing pages show the solution.

Don’t just use words to describe what you’re offering – show the visitor with images, videos, graphics and illustrations that help them understand how it works. The more deeply they “get it” the more likely they are to buy in and take that next step with you.

9. Include social proof to back up your claims.

Here’s where you get to brag about all the accolades your product or service has already won. If you’re a member of the Better Business Bureau or some other certifying organization, include their logos and links, like my client Golden Group Roofing does on their roofing services landing page. Don’t go crazy – too many logos is too much – but show the ones your visitors might recognize and be impressed by to prove your social cred.

10. Lastly, use your landing page to get engagement.

In between each and every one of the recommendations I make here you should have a button, link, form or sale item that directly invites the user to take the next step in your purchase process. Whether that’s to join your email list to download a freebie, or to buy a product or service, don’t leave the visitors looking for what’s next. Be clear and let them take that next step in real time. That’s when they’ll know they’ve truly landed on the solution that’s right for them!


Liked these landing page layout tips?

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Stuck and need some help?

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