I’ve shared plenty of simple (very important) landing page tips.
In this article, I’m sharing five less common (equally important) tips. You won’t see these on most landing page checklists, but they’ll have a great impact on the effectiveness of your page and conversion rates.
Let’s dive right in.
1. Filter out 99%
There are ~5 billion people with internet access. And no company in the world has 5 billion customers.
We all want to reach as many people as possible. We want more customers.
The catch is trying to reach everyone leads to reaching no one.
Whatever you’re selling has the end goal of living a more enjoyable life. You could be selling a weight loss program, a pair of shoes, a romance novel, or marketing services. People will buy all of them because they want a more enjoyable life.
So, every ad and landing page could say: “Live a more enjoyable life”
No one would care about that, even though it’s exactly what everyone desires.
You want to create a filter that cuts out 99% of people. It might feel like you’re losing out on potential customers, but it works the exact opposite in reality.
Clearly defining who your offer is for and not for makes it more appealing to the 1%. They’ll look at your offer and feel like it’s handcrafted for them.
Sparrow is a good example of specificity.
“We help businesses” is not specific at all.
“We help businesses with HR” isn’t specific enough.
“We help businesses with employee leave” is very specific.
If you don’t have a multimillion-dollar marketing budget, the more specific you can be the better. I don’t have a formula for specificity.
Your best bet here is to reach a level of specificity that you’re comfortable with, and then go one level more specific. It should feel uncomfortable — like you’re missing out on potential customers.