Over the years I’ve built several one page sites. Most of the time, these type of sites —called landing pages and sales pages— are used to sell something or gather the visitor’s contact information (for marketing purposes).
Below, I’m going to show three (3) very different landing pages I’ve designed and developed recently. I’ll also, share some insights into why I did what I did and how effective it has been.
This site has one purpose, get the visitor to signed up to receive a free personal development CD.
In developing the site, I had 2 main objectives:
- Make sure the message was clear.
- Make sure the sign up process was straight forward and simple.
How I accomplished my objectives:
- I used an image of the product (CD to the left of video)
- I used video, the author explains everything in detail (6 minutes)
- I used a large title above the video to grab attention and quickly explain the message
To successfully accomplish this, I outlined the steps making it very clear what the visitor needed to do to get their copy of the CD.
Additionally, I used a large button for the call to action.
This client had over 700 sign ups within the first 24hrs of launching the site, and I can only recall there being two (2) people who had issues with the actual sign up process.
This site is for a very niche product and my focus was to show people exactly what they would learn from the program. Additionally, I wanted to highlight the programs unique proposition.
As you can see this site is one page and it shows details about the available modules within the program.
The object was to avoid bombarding visitors with the sale, but to first make sure they got the right information to help them make a smart buying decision. Ideally this approach would reduce the number of unhappy members and therefore reduce the number of cancellations / refunds.
You’ll notice that the “Join Now” button and money back guarantee are all the way at the bottom of the site, as a result, more people spent appropriate time reviewing the information before clicking through to see how much the program cost.
This was the most challenging of the three landing pages. Not only was I required to develop a responsive site that would convert browsers into buyers. I was also responsible for gathering the content for the site — which would prove to be the most difficult part — then to present that info in an appealing way.
When developing this site, I had 3 main objectives:
- Keep the design simple and clean.
- Keep the product branding consistent.
- Present the right information in the right order to help close the deal.
How I accomplished my objectives:
- I used a lot of white space
- I used a minimal, single page design
- I used a large font size for the section headers
- I implemented a basic color scheme
- I used a fixed header and navigation menu
- I based the color scheme on the core product colors
- I used the product logo in the header
- I used an image of the actual product
- I used other images that had been used in the marketing of the product
First thing I wanted to do was reduce resistance. If the first thing you saw was a bunch of copy — written content — you’d probably blow past it and scan the rest of the page. However, by using a video as the first piece of content, more people will click play because it is easier and quicker to watch and listen.
Also, notice the image used to the right of the video, the idea was to implement positive imagery to help stimulate positive feelings of success.
Because the video is good enough to convince someone to make a purchase, the next logical thing was a call to action, “Order RESET Now!”, with a positive reinforcing statement, “Only Five Days to a New You!”.
After that, it was important to show expert validation.
Finally I needed to present the features and benefits of the product in a way that would provide validation.
After that I wrapped things up with actual user testimonials and another call to action to order the product.
The last section was added just to make sure that all the details were available to help the visitors make the best educated decision.
How You Can Create Successful Landing Pages:
It comes down to having the right resources.
You need a good design, some well crafted content, supportive images, and strong calls to action.
Here are three tools I recommend for building effective landing pages.
- StudioPress (great WordPress design templates)
- Premise (WordPress plugin for building sales and landing pages)
- Authority (Internet marketing training)
Want some feedback on your landing page or have a question? Use the comments below!