[Ace__]

I have no tips, no hacks, no shortcuts. Honestly this is such a big topic, that I am tempted to just share v1 of a guide to landing pages I made. However before I do...

So, one thing that would make a real difference to a landing page. An appreciation of the foundational blocks of a landing page, which are:

1. The contextual factors: business, market, your solution, target audience, positioning, tactic, financial.

2. The Key Narratives: basically where they are now, and where they will be in the future with your solution.

3. The Overall Narrative:

a. What Are You?

b. Who Are You For?

c. What Do You Know About Me?

d. What Do You Do?

e. How Do You Do It?

f. What’s In It For Me?

g. Why Should I Believe You?

h. How Do I Get It?

I'll share the link now, but like I said, this is just v1, not had a chance to put up v2 yet: https://startizer.com/blog/startup-landing-page-guide

[PaulHoule]

I agree that landing pages should be content packed and that some serious thinking should go into them, but this rubric risks overwhelming both the landing page creator and visitor.

Often you don't know who the visitor is, for instance, and even if you did, having an answer to "what do you know about me?" might just creep people out. That's one case where "show not tell" is the answer.

[Ace__]

Hello Paul.

At the bottom of that guide is a link, alongside the following copy: When less is more: Empirical study of the relation between consumer behavior and information provision on commercial landing pages. In a nutshell, less information increased conversion rate. Lack of context, but still interesting:https://www.researchgate.net/publication/324965555_When_less...

Landing pages are not meant to be done and dusted, they are meant to evolve. Landing pages are not meant for all, so visitors do need to be based on a persona. A persona has to be based on facts, therefore you should know the visitors to a certain degree.

"What do you know about me?"; if too many people are creeped out, then the landing page needs working on. If there is an acceptable conversion rate, and a small percentage are creeped out, then that may or may not be acceptable. You can't win them all, so you win the ones you can and see what can or should be done to attain more.

What is important is that there needs to be understanding and appreciation of the internal dialogue, and you show and/or to tell to whatever degree.

If the landing page creator is overwhelmed, so be it. If the visitor is overwhelmed, then either the visitor was the wrong persona or the landing page needs working on. The guide is not meant for all, it is meant for a specific persona.

Edit: To clarify my last line: If the specific persona is overwhelmed, then yes it will need working on, but based on showing it to them. Some have said it is heavy, and it took a bit of time to get their head round it. That's acceptable. However, there is a v2 that covers a lot more, but it will have to wait.

Cheers, Ace.

[tmaly]

I see what you did there ;)

[Ace__]

Mum's the word mate, haha.