Today, we focus on one of the most important marketing and sales assets you will ever have for your business.
The landing page.
Today, I've got a cheatsheet, high-level tips, and a thorough guide for you.
Let's dive in.
– Neal
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The perfect landing page checklist
Insight from Tuff Growth and Demand Curve.
Your marketing efforts are wasted if the landing page sucks.
Luckily, it's a good idea to use a proven template rather than get too creative.
Wait, don’t I constantly tell you to be creative?
Yes, 100%, your marketing needs to be creative to stand out.
But creative layouts confuse people.
So, be creative with marketing (ads/content/email) and practical with conversion.
Here's a checklist for nailing the perfect landing page (high-res version):
Thanks to our friends at Tuff Growth for creating this A+ infographic—particularly Sean Tremaine, the genius writer and designer behind it.Let’s dive into each of these sections some more.
✔️ Hero Section:
The hook is everything:
- Header: Clearly state what you do and why it matters.
- Subheader: Expand your headline. How do you do it?
- Image/Video: Visually communicate your product.
- Call-to-Action (CTA): Place an OBVIOUS button that guides the user to the next step.
- Navbar: Key conversion pages/sections only (Pricing, FAQ, Features)—and make it sticky.
✔️ Social Proof #1
Social proof is one of the biggest motivators:
- Display usage numbers or logos of well-known customers to build credibility and trust.
✔️ Benefits/Features Sections:
Features = talking about yourself.Benefits = talking about them.
- Benefit Headers: Clearly state your product or service's main benefits.
- Feature Subheaders: Explain how they get that benefit with your product’s features.
- Image: Use visuals to reinforce the benefits and show your product in action.
- Use bullet points & icons for easy reading.
- Repeat your CTA button for each section.
✔️ Social Proof #2
There’s no such thing as too much social proof.
Go deeper with testimonials/case studies/reviews.
- Testimonials: Include quotes from satisfied customers, ideally with names and photos, to add authenticity.
- Case Studies: Highlight the results your customers have had.
I dove deep into the science of using reviews here.
✔️ FAQ Section:
- Don’t assume they read the page. Repeat key details.
- Handle the most common objection.
- Don't lay on the marketing speak, just give the facts.
Tip: Ask support and sales for common customer questions and objections.
✔️ Final CTA Section:
Make it glaringly obvious how you can help and how they can take action:
- Hammer in the top value prop.
- Make the CTA clear and persuasive.
- If a form, use as few form fields as possible.
✔️ Footer Section:
- Only link to key conversion pages.
- Make it painfully obvious how to contact you.
- Privacy and Cookies Policies and Terms are mandatory.
Note: Of course, you can layer additional sections as appropriate for your startup. You can add pricing sections. Problem agitation. How it works. Product gallery. Your mission. And so on.This is a purely skeleton to build on top of.
Quick Tips
- 90% of the work is done by the hero. Make it hooky.
- Your CTA Button should be the most glaringly obvious thing on the page.
- Be short and clear. Optimize for scannability.
- Mobile friendly is mandatory.
- If you have the traffic volume, A/B test regularly to find the copy and images that convert best. If not, get a lot of feedback from people.
Check this off next time you build an LP, and you'll be ahead of 90+% of folks.
Want to get ahead of the rest?
Get our extremely detailed guide walking you through how to perfect each section.
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