Seven Secrets of High Converting Landing Pages – Secret #2

Define the Problem

Your mom might go to your page just to see your smiling face, but most people will land there because they’re trying to solve a problem. They’re overweight. They can’t sleep. They need a lawyer. They sit at the computer typing keywords into a search engine because this problem is nagging at them and won’t go away.

You must define this problem immediately. The visitor will decide in a matter of seconds whether you can help them or not. You can’t count on them reading halfway down the page, and you can’t assume they’ll figure it out. You have to state in clear language that you know what their problem is and that you have a solution.

The best place to do that is in the headline.

  • Lose Weight Safely
  • Sleep Better Tonight
  • Pay Less With an Affordable Tax Attorney

These headlines tell the visitor immediately if they’re in the right place or not. They mention the problem and the solution in the first few words. If the visitor struggles with that particular problem, then they are more likely to keep reading. The ultimate goal of the headline is simply to get them to read the next line.

Most landing pages use solution-based headlines pushing their product or service on the reader. But the brain needs to be agitated by a problem first, or it won’t wake up and pay attention long enough to take the action you want. If you want to see the masters at work, pick up a copy of any local newspaper or turn on the 6 o’clock news. They know problem-based headlines get attention.

  • Trouble Brewing on Wall Street
  • Fire Destroys Local Landmark
  • Painful Lessons Learned by Trapped Teens

Images can help define the problem, too. After all, a picture speaks a thousand words. However, you have no control over those words. A photo of a crying child will mean different things to different people. So, if you plan to use an image to define the problem, make sure you use words in the caption to make sure they get the right idea.

Check your landing pages and see if you clearly define the problem you’re hoping to solve.

 

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