According to a fact-check article on Time Magazine, more than half the users landing on your landing page are likely going to click back or leave the page within 15 seconds. That is the minimum attention period that a visitor spares on a website. The number is even less if they don’t find any value in it.
While the 15-seconds mark might not seem like a lot, it is within those few seconds that you need to attract, engage and possibly convert the user into a lead and gradually a successful transaction.
This is why brands, companies, businesses, solopreneurs and freelancers need to up their game when it comes to developing their landing page and intro-video. You might think that hiring a professional to get these done for your services is the end of it. But, that is not the case at all. Not only do you actively need to partake in developing the content for your landing page, you need to have a vision with every word you put in.
Here, we have broken down this blog into two sections – Tips to Creating a Stellar Landing Page and Tips to Creating an Intro Video that Converts. Moreover, we have tried to back the tips with some live examples that show how effective they are in real-time.
Tips for Creating a Stellar Landing Page
1. The Ground-breaking E’s
We are talking about the popular 3-facet content approach, as discussed by popular content marketer, Neil Patel.
It involves three elements to it.
- Educate your users about your services
- Excite them with what unique thing you have to offer
- Entertain them with programs that the consumers wouldn’t find in your next best competitor.
So, when creating a landing page, you want to hook your customer the moment they land on your page. You want to create a value proposition through the content on your landing page that makes them stay and possibly think of availing your services.
- Start by briefing your potential customers with a list of services you provide. It can include a few lines about your basic landing and what the customers can avail from your services.
- Aside from the brief, in order for your landing page to stand out from the rest, you need to focus on enlisting important points that make your services unique from the rest of your competitors.
- Lastly, provide your customers with deals that push them to entertain the idea of investing in your classes or courses that you are providing.
Take the following as an example:
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Slow Growth Academy is a website run by popular YouTuber and Freelance videographer, Matt D’Avella, who is known for his content surrounding habit-building, minimalism and personal development. This landing page for the course is enough of an explanation why it is such a popular course.
You have the entire description explaining the motive behind the course, what makes the course different and also an additional trailer to help you get a fun understanding of what the course is all about.
2. Focus on your landing image
A landing page comprises of two primary components – the description and the cover image. While all of these pointers above focus on the description part and the copywriting part, you can’t miss out on the cover / profile image section. You need to hold the attention of the users with an attractive cover image too.
This is crucial and make sure that your landing page image aligns with your service. If you are a video editor, you need to have an image that resonates with your service.
You can include something as a “logo” for your page image as shown above. This gives a very professional look to the page and clarifies the stance that it’s a professional and service-oriented page.
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Or, you can include something like this image where it depicts you in the front line but also explains what the page is about.
3. Understand your Consumers
If you are a fitness trainer, your customer is someone looking to get back in shape and get their lifestyle back on track. So, while creating your landing page, you need to keep your end buyer’s requirements in mind.
Start by observing your customer base from your other social media channels. See what kind of users engage more with your content and the kind of problems that reach you with. Once you assess the shortcomings your potential customers are facing, you need your landing page to include preliminary solutions to them.
Remember that even though it is your landing page, you are going to use it to communicate with thousands of consumers. So, it is not just about what you want to mention, it is more about what a customer would want to read.
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A good example of user-centric landing page is Knix wear. They exactly know what their potential customer wants to hear and that is the inspiration behind their profile bio.
4. Have a Clear Marketing Goal
The high-converting landing pages have a clear marketing goal (along with a call to action). Remember that the primary objective with an actionable landing page is to drive sales. It doesn’t matter whether you have 100,000 visitors visiting your landing page if you can’t even enable at least 1% conversions from those visits.
Every person’s end marketing goal is subjective. Some individuals want to make 100 successful sales within the first month while others might want to reach 1000 followers in the first month. It all depends on how you want to target your audience.
A clear marketing goal also includes an actionable CTA or call to action. This helps your audience take a desirable action after going through your landing page. It could be a subscription form or it could be a freebie that you need your target audience to enter their email ids for.
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Sandra Gijsbers is a popular independent creator and educator who works around the realms of natural healing and healing trainings. The above image is from her “Goal Setting” online course that she runs independently via her webpage. Aside from the descriptive explanation about the actual course, she has an immediate CTA that persuades the audience to take the decision if they are willing to try it out. Immediate CTAs make a lot of difference with achieving your marketing goal.
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The above image is from Debra Roberts’s website where she helps improve people’s relationships with the help of talk therapy and consultations and a range of online courses. The “Let’s Get Started” CTA is perfect for the audience who are put off by paid courses and want to start with a free tour first.
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This is from Matt D’Avella’s Simple Habits online course and the above image is actually an amazing CTA when you want to offer discounts to your customers or offer them monthly payment options.
So, when you are creating your own landing page for your services, focus on adding a button that guides the customer or user on what to do next.
5. Include Facts and Stats
Including facts and numbers if important to quantify your achievements. Including your number of clients or number of successfully completed projects in the website helps you attract the attention of the potential customers.
So, it is a given that when you are creating your landing page, including accurate numbers is quintessential. Include numbers from your prior years of experience, including the number of customers you’ve successfully handled and the success rate you have rendered throughout your professional career.
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This is from an online course by an YouTuber and independent creator, Payton Clark Smith. While he could have left the landing page description of his course with just content, he took it up by a notch by including the numbers. Highlighting what the clients can expect after the completion of his course is what sells it.
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This is another excerpt why numbers can be helpful. It helps break down myths and helps your potential client get a clear picture of their expectations after finishing watching your online course or your video guide. The above example is from Mariah Coz’s online course.
Tips for Creating an Intro Video that Converts
Now that we have learned the effective tips surrounding landing pages, the next thing to focus on are the intro videos. Also often termed as explainer videos, these are the short marketing videos that depict a brand’s services and end-goals.
Much like your landing page, even an intro video needs to include every element that drives conversions.
Following are a few tips that can help you create an ideal intro video for your landing page and services that can help you land your clients incessantly.
1. Keep it Crisp and Short
Your intro video is like an Instagram story with a few more seconds. If you want to hold the attention span of your audience (and possibly drive sales), it is a given that you need to keep the script short and crisp.
Witty copywriting comes a lot in handy in such cases. Remember that your end goal is to bridge the journey from a viewer to a potential customer to a sale. If your intro video is 30 seconds long, you need to diligently include every last thing that your services stand for. But, don’t be TOO much with your script too.
You want the script to be informative, snackable and fun to watch. The last thing you want to do is make a viewer feel like they wasted the last 30 seconds of their life watching something that has no value.
The above video is from Sandra Gisberg’s online course surrounding personal healing and development. And, this 30-seconds crisp yet personalized video is an amazing way to engage your audience and help them get a look at what they can expect from the video lessons.
(Disclaimer: The video is in German.)
2. Focus on The Audio Quality
It doesn’t matter whether you are shooting your own video or making a fun animation, the audio quality and clarity is extremely important. There are examples where the brands have come up with a fantastic video scheme but damaged the entire effort with subpar audio quality.
So, when making an intro video, make sure to record a voiceover separately with a high-quality microphone.
In case you don’t feel confident enough to lend your own voice, there are several freelancers and professionals that can help you create a voiceover for your explainer video for a reasonable price point.
You can refer to this article to get a better idea on hiring an ideal professional voice artist for the work.
3. Music
One of the most common mistakes that you do is making a bland video intro for your landing page. An uplifting and upbeat background music can take your animated explainer video from a 1 to a solid 10.
There are several copyright free music websites that can help you find the ideal background scores that blend into your video. So, make sure that you subscribe to those services to add from thousands of free music resources.
Few parting examples for intro video ideas:
Final Words
Your landing page is the real-time reflection of your services. It is like the virtual pamphlets that you would have handed out to people on the streets if it were the 1990s. If you want to convert your casual visitors to cold leads to possible customers, you need to have a landing page and intro video that is appealing to the target audience.
Sometimes, it is all about the small knick-knacks that you miss out and sometimes it is about the few underrated tips that you didn’t know of. We have tried to list out all the important points that can supercharge your conversions and land you the ideal appreciation for your services.
So, when you are setting up your landing page on https://mastera.io/, make sure that you integrate these tips to scale your results.
Co-Founder, Gleantap & Mastera