Marooned Monologue or Inspiring Symphony? Create Landing Pages That Connect

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Do you ever feel like your landing page is stuck in a one-sided conversation?

Perhaps what you’ve created is a self-focused monologue that only your mom is interested in hearing.

Can’t you hear Maroon Five’s song in the background? “She’s got a ticket to her own show. But nobody wants to go.”

This is similar to an award acceptance speech that starts with, "This award validates everything I've ever known about myself. I wouldn't be here without me, and of course, a big thank you to my reflection for the constant inspiration."

While this narcissistic satire might be funny, it's also incredibly repelling.

Sadly, that's how many landing pages come across to potential customers.

During a recent audit, I encountered a page that touted the creator's accomplishments but offered little to no information on how the offer actually benefited the target audience. It felt like a victory lap for the creator, but not a helpful resource for prospective customers.

We've all seen these landing pages. Heck, maybe we've created one ourselves that is filled with an endless list of awards, lengthy bios, and a complete disconnect from your ideal customer's perspective. 

Within seconds, your reader is turned off and bounces to another website as they look for a solution for their problem. Where’s the focus on solutions and benefits? Where's the clear value proposition that compels visitors to take action?

Here's the truth: Website visitors don't care about your trophies and awards. They crave solutions to their problems.

As Proverbs 27:2 instructs, Let others praise you, and don’t (let your landing page) tout your awesomeness. (Okay, I paraphrased a bit. But you get the point.)

Want to connect with prospects and turn them into customers?

You need to shift the spotlight away from yourself and onto the value you offer. De-emphasize the self-promotion and accolades. Let others showcase your success by sprinkling in testimonials and pull quotes that praise your business and what it is like to work with you.

The Formula for Landing Page Harmony

So, how do you craft a landing page that resonates with your audience and drives conversions? Here's a three-part formula:

ONE: Know Your Audience.

The foundation of any successful landing page is a deep understanding of your target audience. Who are you trying to reach? What are their pain points, desires, and goals?

Gain understanding by:

  •  Conducting audience research: Surveys, interviews, and social media analysis can help you understand your audience's demographics, challenges, and online behavior.
  •  Developing buyer personas: Create detailed profiles of your ideal customers, including their needs, motivations, and buying journey.
  •  Asking God’s perspective on who your solution serves. (Yes, you read that right. Ask God HIS perspective.)

By knowing your audience intimately and who you’ve been called to serve, you can tailor your landing page content to speak directly to their needs and aspirations.

TWO: Craft Compelling Headlines.

Your headlines are similar to the first lines of a song. They grab attention and make listeners want to hear more.

While writing headlines is an art that takes time to cultivate, here are a few tips you’ll want to use.

  •  Focus on benefits: Highlight how your product or service solves a problem, provides an opportunity, or improves your customers' lives.
  •  Use strong verbs: Active verbs can create an authentic (not false) sense of urgency and encourage action.
  •  Keep it concise and clear: People scan online content, so make your headline easy to understand in a glance.
  •  Invite God into the headline writing process. Claim the promise in Jeremiah 33:3 - Call to Me, and I’ll show you thing you don’t know… even ideas for compelling headlines.

THREE: Tell a Story of Transformation.

People connect with stories. Find ways to weave in stories about how your product helped your customers overcome challenges and achieve their goals. Keep your storytelling tight using only two to three sentences.

Easy ways to do this include:

  •  Showcasing a relatable problem: Describe a common pain point your audience faces by sharing a story where you or another customer had the same issue.
  •  Introduce your solution: Highlight how your product or service offered a path to overcome the problem. Make that the journey line in your story.
  •  Highlight the transformation: Paint a picture of the positive outcome your solution delivers.
  •  Ask Abba Father to help you recall relevant stories that would work. You’ll be surprised what comes to mind.

By weaving a narrative of transformation, you'll engage your audience emotionally and make them see themselves achieving success with your help.

The Landing Page Orchestra

A successful landing page is like a well-composed symphony that draws your audience in because they can relate to what you’re sharing. Each element – the headline, the visuals, the copy, the call to action – plays a vital role in creating a harmonious experience that will resonate with your audience.

By focusing on your audience's needs, crafting compelling content, and telling a story of transformation, you can transform your landing page from a self-absorbed monologue into an inspiring symphony that attracts, engages, and converts visitors into loyal customers.