Do your LP answer these 5 questions?

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Today, we’re breaking down landing pages. Does yours answer these 5 questions? Let’s get into it.

And as always, thank you to our partners Taboola and Ahrefs.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Taboola

How To Access Premium Audiences in 2024

Your search and social ads are becoming less effective and more costly? Looking for new, converting traffic? You should try native advertising!

Native ads blend organically into the content surrounding them. They are images, videos, content pieces, and more that match the context around them, hence experienced as less disruptive by the users. The result is higher CTR’s that lead to improved ROAS.

Taboola, the largest native advertising network in the world, allows brands to run ads on websites such as Bloomberg, NBC, and USA Today.

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Your website will make or break your sales funnel.

But most people are shooting in the dark.

So here are five fundamental questions that every landing page should answer.

What is the difference between a feature and a benefit?

A feature is boring. It’s a meaningless attribute of a product without any context.

A benefit describes why those features matter by explaining how they’re valuable to a customer.

Exercise:

In 2001, why would someone buy an iPod instead of a CD player?

Was it because it had a new 8 GB hard drive?

Nope.

Was it because it let you carry around 1,000 songs in your pocket?

Bingo.

We start with benefits and transition into outcomes.

The benefits explain the usefulness of a feature.

The outcomes explain how that benefit improves your customer's day-to-day life.

A good framework for this section is to ask yourself, "Why do other people use this product?”

If an iPod lets you carry 1,000 songs, that helps:

• Save time and space in my bag

• Save money on CDs

• Feel like I'm on the cutting edge (in 2001)

A great example is the above picture.

• People trust faces - but avoid stock photos

• Highlight powerful passages of text in bold

• Swap out copy for vertical testimonial videos

• If you're selling a service, throw in micro-case studies

• If you sell a transformation, use before and after shots

It's naive to think customers won't shop around.

They probably saw a competitor first, and you ARE the shopping around.

So you may as well acknowledge the elephant in the room and call out your competition, direct or otherwise, in a way that shines a light on your best attributes.

Make it as easy as possible for the visitor to take action.

Move out of the way and help your customer click to the next step.

Bring back your hook from the top of the page.

Wrapping it up:

Don't publish your page unless you're sure you've answered these 5 questions below the fold:

1. Why should I care?

2. How will it make my life better?

3. How do I know I can trust you?

4. How is this different from anything else on the market?

5. How can I get it?

And please - don’t publish and leave the page unchanged for months or years.

Install a revenue Heatmap and track performance of your page.

See which sections and buttons are driving the most revenue, and which are missing the mark.

In partnership with Ahrefs

Instantly Notify Search Engines About Changes On Your Website

Waiting weeks for search engines to rank the changes you’ve made to your website is a real pain.

So what’s the alternative? 

Easy, you submit them via Ahrefs' Site Audit tool.

With Ahrefs' new integration with IndexNow, search engines immediately know when you've:

• Added new content

• Updated existing pages

• Removed old pages

It takes less than 2 minutes to generate an API key and filter the pages to submit to IndexNow (no need to wait for scheduled audits).

The results?

Your website instantly improves from the changes you’ve made.

So stop waiting weeks for scheduled audits.

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