Building a Landing Page That Converts: Seven Must-haves

Picture this: you’ve got a great product or service, along with a shiny new lead-generation plan. Now it’s time to build the landing page(s) that will drive sales. How do you put together content that will actually perform? What are the elements sure to serve your business goals?

Well, we just love BMSU from Donald Miller (a.k.a. StoryBrand). Let’s go over their seven essential pieces of a landing page (with two bonus pieces at the end!).

The seven elements

Before diving in, keep in mind that it might work better to combine some of these pieces, and some will be easier to emphasize than others, depending on your product or service. Feel free to get creative on how you incorporate these!

1. The Header

This might be the most important part of your page. Make it clear exactly what you’re offering as fast as possible, include a call-to-action button, and put it on a nice background photo or video. The header design certainly isn’t original — but there’s a reason everyone does it.

2. Stakes

Say what will happen if people don’t buy from you (or take you up on your offer). Your page shouldn’t have an overall negative tone, but it’s OK to gently point out the potential downsides of not acting.

3. Value Proposition

Bullet points are your friend. Since we all prefer to skim content, list out the main benefits of working with you.

4. Guide

Here’s your chance to illustrate why you’re a worthy guide on the journey your customer is about to take. This section is all establishing authority through testimonials, work examples, and past results.

5. Plan

Show the process of doing business with you in around three steps. Your goal is to illustrate simplicity as best you can; don’t be afraid to summarize phases if needed.

6. Explanatory Paragraph

The explanatory paragraph is a little longer section to give more information for those interested. It’s also a great place to optimize copy for search engines. (Pro tip: hide really long text with a “read more” link that expands on click.)

7. Junk Drawer

This is a fancier (trashier?) way of saying “footer menu.” It’s also a place to throw all the “have-to-have” things like that paragraph that “legal” is requiring, or those super specific links to other areas of your site.

Two optional elements

1. Video

According to Wistia, “68% of people say they’d most prefer to learn about a new product or service by watching a short video.” If you’re not using video yet, you probably should be.

2. Price Choices

We know this doesn’t work for every product or service. But, if it fits what you’re selling, people love knowing what they’ll pay up front. Give it to ‘em!

Let’s 👏 get 👏 building 👏

We’re here to make your great ideas happen. We’ll even give our 2¢ on your content strategy, if you need it. If you’re ready to start making some killer landing pages, don’t be a stranger!

Get in touch

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