What are these 5 vital elements you speak of?
1. A killer headline that says ‘THIS IS AMAZING!’
People give a site just 3 seconds to grab their attention, so creating a killer headline is key. Just like any other headline, it should be clear, succinct and relevant and should tell someone instantly WHAT it is they’ll get. For example, “How to build a killer landing page” is far more attractive than the snore fest, “A look at landing pages and click through measures”.
2. A short intro that says ‘YOU NEED THIS BECAUSE…’
The reader then gives the site a further 30 seconds to decide if this is worth pursuing, so keep your descriptive text short. If the text isn’t clear and concise enough to draw in your visitors, then they’ll leave the page quick sharp, so tell them in short nuggets and snappy bullet points that they’re in the right place, what they’ll get and how it’ll benefit them. Done.
3. An image or preview that says ‘SEE FOR YOURSELF HOW AMAZING THIS IS!’
The user not only needs to know what they’re getting, but they need to see it too. They’re choosing to give up information, time or money for your marketing campaign, so it’s important that they know what they’ll be giving it up for. Just a couple of pages from your fabulous white paper will show them what they’ll be missing out on, and no-one likes missing out on stuff.
4. A clear, simple call to action that says ‘GET THIS NOW’
If the user knows they can get what you’re offering in a matter of seconds, they’ll do it. If it’s a form, it needs to be simple. The less fields the better. If it’s a button, make sure it’s visible across all devices without the need to scroll. Your call to action should be the only link on your page – so remove all navigation links or advertisements as all they’ll do is distract the user from completing the required action.
5. Send your new friend a big ‘THANK YOU’.
When people sign up to receive whatever amazingness it is you’re offering, make sure to give them a big personal thank you to share your gratitude, and to sow that first seed which could grow into wonderful relationship. Here’s a great, if slightly odd example of a welcome message which we love by Paul Jarvis…
Oh! Hello there,
I appreciate that you joined my mailing list. Upon receiving notice that you signed up, I was immediately pleased!
So pleased, that I went straight to the local tattoo parlour and got the first available artist to tattoo your name on my inner left arm, in a thin but beautiful typeface. I had been agonizing over what tattoo to get next and then it hit me: your name!
It’s bandaged up now, otherwise I’d send you a photo of it. I’ll wear it with pride and every time I raise my hands over my head, in front of the mirror (happens more than you’d expect), I’ll think of you and of today—the day you joined my mailing list.
You’ll be hearing from me every Sunday, and now that we’re bonded in ink, I cannot wait to appear in your inbox. Anytime you read one of my emails and find it interesting, of value, horribly offensive or anything else—just hit reply. I’d love to hear from my ink’s namesake.
I look forward to talking more (and to my tattoo healing). Feel free to reply to this email and introduce yourself. This newsletter is a two-way street.
Paul Jarvis, Author of The Good Creative