Landing Pages and the Golden Circle
As digital strategy consultants, one of the things we get asked to create on a regular basis are “landing pages.” If you aren’t familiar with the term – a “landing page” is a single web page where a marketing campaign will direct prospects to “sell” something. I put sell in quotes because sometimes what you are selling doesn’t involve money; for example, you may want the prospect to use their email address or phone number as currency to “buy” something from you.
So, what content should you put on a landing page?
If you Google “landing page” you will be overwhelmed with all the classes, tools and templates to help you create a “killer” landing page. But, unless your product fits EXACTLY with their example, you are still left trying to answer the question… “What content should I put on my landing page?”
The Golden Circle
If you have never watched Simon Sinek’s “Golden Circle” Ted Talk… Stop what you are doing and watch this right now:
Now, I know what you are thinking… “How does the Golden Circle apply to landing pages?”
Landing Page Golden Circle
WHY should the prospect buy what you are selling? What is the top way your product or service will change their life?
HOW will your prospect’s life be improved by what you are selling? I.E. What are the benefits?
WHAT are you selling? Specifically, what are the features that will create a world where what you just detailed comes true?
If you follow this simple landing page content formula, your landing pages will be easier to create and contain all the content your prospect wants.