You will be able to outline a landing page section by section and say what each section must do.
Priya's ad for a free trial lesson was working. Parents were clicking. Then they landed on her homepage, which had a menu of eight items, a welcome message, news about a holiday programme, photos of a prize-giving and, somewhere below, a mention of trial lessons, and most of the parents left without booking. The ad had brought the right people to a page built for everyone.
A landing page is a page built for one offer and one action, usually the page people reach from an ad, a post or an email. Your homepage is a different kind of page. It serves everyone who might arrive, so it has to point in many directions. A landing page serves one kind of visitor who came for one thing, and points in one direction.
The structure from lesson 4.1, problem, solution, proof, action, runs through a landing page from top to bottom. Each part becomes one or more sections. This lesson goes through them in order.
The top of the page, what a visitor sees before scrolling, has four parts.
An outcome headline that says what the visitor gets. Use one of the headlines you chose in lesson 2.4. Priya's is "Try one Saturday class before you pay for a term".
A supporting line under it that says who it is for and adds the most important detail. "Small group maths for P5 and P6. Six students per class, Saturday mornings."
An image or video of the real thing. A photo of an actual class, an actual cake, an actual blouse on a real person. Stock photos of smiling models tell the visitor nothing and make the page look like every other page.
The main call to action, written as in lesson 4.3: "Book a free trial lesson", with "No payment, no commitment to a term" underneath.
A visitor who reads only the top should know what is offered, who it is for, and what to do next. Many visitors read only the top, so that has to be enough for them.
Visitors who scroll want to know more. The middle of the page answers the question "is this right for me?"
Start with the problem in the reader's words, from your voice-of-customer file. Priya's middle section opens: "Knows the work at home, goes blank in the test. Makes the same careless mistakes every time. You only find out when the results arrive." A parent who recognises her child here keeps reading.
Then give three to five benefits, each with its proof beside it, from your benefit and proof sheet. Fewer than three can feel thin, and with more than five they start to blur together. For each one, lead with the benefit and give the feature as the reason, then the proof right after.
Then explain how it works in a few simple steps. For a trial lesson: pick a Saturday slot, we confirm by WhatsApp, your child joins a class of six for 90 minutes, and you get a short note afterwards on what we noticed. For a product: order, delivery, what to do if it does not fit. Steps remove the uncertainty about what happens after the click.
Visitors who reach the lower part of the page are close to deciding and have specific doubts. The lower sections answer them.
Testimonials go here, as many as you have that are genuine and relevant, following the rules from lesson 3.3. A testimonial that answers a common doubt is worth more than one that simply praises.
Then answer the common objections directly, often as a short list of questions and answers. Your voice-of-customer file has an objections column for exactly this. Priya's include "What if my child is shy in a group?", "Will the class be too fast?" and "What happens after the trial?"
Then the price, or if the price comes later, exactly what happens next and when they will hear about cost. Hiding the price entirely makes many readers assume it is high and leave. If the trial is free and the term has a fee, say what the term fee is or how to see it.
Then the call to action again, with the same words as at the top. A visitor who has read this far should not have to scroll back up to act.
A landing page has one goal. Every link that leads elsewhere is an exit. The main menu, links to your blog, social media icons, a "see our other programmes" section: each one gives a visitor a way to wander off before acting.
Where your tools allow it, remove the menu and the links that lead elsewhere. Many website builders let you create a page without the main navigation. If yours does not, keep the extra links as small and low on the page as you can. The few exits you keep should be the ones a visitor needs, such as a privacy notice and a way to contact you with a question.
This is the main difference between a landing page and every other page on your site. A homepage tries to send each visitor where they need to go. A landing page has already decided where that is.
The activity asks you to sketch the outline for one offer, section by section, with one line describing what each section will say. Use the order above and fill each line from your writing kit, so that the outline already holds your real headline, your real problem phrase and your real proof.
Sketch the section outline of a landing page for one offer, with one line describing what each section will say.
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