People are moved to action when they perceive that something is for them. If your product or service landing pages aren't generating the leads you had hoped, the chances are that your content is not resonating with visitors.
Landing pages that perform well have a knack for scratching itches. They focus on problems to be solved, but they also make the reader feel that anything is possible. The best landing pages connect with people on a human level. They help customers paint a picture of their “best selves” and link it directly to what they are promising. Use this human psychology insight to your advantage.
People are moved to action when they perceive that something is for them
As a business or marketing manager you will probably have a tonne of thoughts swirling around your mind. You'll be ruminating on your campaigns, messaging, goals, problems, and all the other responsibilities you have.
I'm going to ask you to put all of that into a mental box for a moment, and to instead close your eyes to envisage your ideal customer. Bring them to mind. Consider the following points:
Take a moment to note down what you see once the image has clarified. Now consider the following:
Your customers are not one dimensional. They exist outside of their relationship with you and your product. By exploring a more holistic picture of their lives, you can develop a more intimate understanding of their overall ambitions. Once you've gotten better acquainted with who they are, you can think about how you fit in the picture.
Your customers are not one dimensional. They exist outside of their relationship with you and your product.
Let us imagine that our landing page is for a SaaS productivity tool, sold on a subscription basis, to freelancers. You might envisage a young man, slender in build, wearing a hoodie and working from some trendy cafe. However, the reality might look quite different.
In the real world, this same guy is bloating out on coffee at his kitchen table, pinging emails to his client asking for payment for the 7th time. He'd love to be the guy that you imagine.
Visualisation is a technique to imagine “best possible” scenarios. It's really powerful when appealing to your customer's ideal self, but you must remain grounded in reality, because that is where the journey begins.
The most successful marketing campaigns recognise that there are arcs to be found in every story, even the tiny little ones. Our job is to move the customer along a path, from their current painful reality to a more liberating and exciting future.
Going back to our original challenge - to boost landing page lead generation - consider the following points about your reader:
By visualising your client you make them real. When you imagine yourself speaking directly to them, a certain magic happens. They trust you. And when they trust you, they will give you a shot.