DC1 - NOV 17, 2023

How to create a High-converting homepage

(or other landing page)

By Paul Boag

A. Create compelling value proposition

1. Understand the product

  • Understand the products offered and the best features
  • Get the product preview at the top of page
  • Include descriptions on how to use the product and how the audience can get it

2. Learn the target audience

  • Learn what social media the audience is using and the brands & people they follow
  • Tailor the offers to suit the audience's preferences

3. Show how the offers will benefit the audience

  • Group the audience and provide benefits to each group
  • NOTE: In attempt to appeal everybody, it ends up appealing to nobody
  • If there will be diverse groups as the audience, much better to create a separate landing page for each

4. Tailor your design

  • Use positive imagery instead of stock images that shows generic styles (still depends on who you're accomodating)

B. Handling objections

Because not all the time, audience will respond to the design no matter how good it looks

1. Identify users' objections

  • Try using exit instance survey: ONLY for those who didn't make any action on the site because you don't want to distract/irate possible customers

2. Plan the response

  • Address the objection alongside CTA buttons

C. Social Proofing

Reviews on 3rd party websites because we rely on other people's judgement lol

1. Identify the available types of social proofing

  • 3rd party sites (reco), video, endorsements
  • Depends on the audience — high profile company reviews / testimonials

2. Overcome cynicism

  • People tend to believe testimonials in websites are fake (w/c is half true) so work hard to demonstrate that the SPs used are genuine
  • Use 3rd party services or/and encourage audience to share reviews on social media
  • Always link back to source when quoting an article / testimonials from different platform
  • Provide real photo of the person rather than stock images

D. Content blocks and CTA

1. CTA buttons

  • Maximum of 2 buttons on hero (primary for selling/sure customers, secondary for not ready)
  • More buttons may overwhelm audience so prioritize the most important actions at the top

2. Plan content 

  • Card body text should have 2-3 sentences only

3. Page flow

Answer the following:

  1. What the site's about?
  2. How it can help me?
  3. How does it deliver that help?
  4. How do I get that help?

E. Wireframe and styling

Conclusion

  1. Important info should be available upon 3-5 seconds in the landing page
    • Hero page should contain text about the offers instead of the usual "Välkomment till..."
    • 2 CTAs should also be available (primary will redirect to offers, secondary for contact/booking)
  2. List of products (and best sellers if possible)
    • Provide content on how the offers will help the audience
  3. List of target audience so contect can be curated to match the audience liking
  4. Images should be genuine
    • If possible, provide real photographs from the client
    • If stock images will be used, avoid using the generic photos (eg. books and balance scale for law, handshakes for finance, etc...)
  5. List possible reasons why customer won't proceed & possible solutions (for possible exit instance survey)
  6. Provide links of social proofs
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