4 Successful Landing Page Patterns

Does your landing page suck? If you're asking for feedback, it probably does, but that doesn't mean you can't fix it.

I like to provide feedback to others because I'm not an "idea guy". Personally, I'm a software engineer, but from working with many startups and marketing professionals, I have identified some patterns that make or break landing pages.

You see, as a software engineer, I'm good at identifying patterns, because after all, that's what the job entails. You write reusable pieces of code that solve a specific problem. Rinse and repeat. If you already solved a problem similar to the one you're now facing, you can take that pattern and apply it.

You can do the same thing with landing pages!

So let's start with some assumptions based on commonly identified user patterns:

PATTERN # 1: Visitors are NOT going to read every word on a landing page.

Are you surprised? You shouldn't be. Visitors are people, just like you and I. They scan for important information and when they see something that resonates with what they're looking for, only then do they go into "research" mode to look for more information.

CHECKLIST

1. Does your landing page pass the scan check?

2. What areas of your landing page stand out to you?

3. Do you provide supporting information around these areas?

PATTERN # 2: Landing pages should contain a clear and concise value proposition

This is the number 1 problem I see with landing pages. WTF are you offering and why should I care? Seriously, go look at other major companies and see if you can spot the answer to this question before scrolling. No one wants to have to search and scroll to figure out why your product matters. You should be able to convey this in 1 sentence as if you were delivering an elevator pitch. Here is a value prop guide if you're still completely lost.

CHECKLIST

1. Could a random stranger figure out what your product offers without scrolling?

2. Are you making it clear as to who your ideal customer is?

3. What problem are you solving?

PATTERN # 3: Landing pages absolutely HAVE TO have a call to action(CTA)

A landing page acts as a salesman in your absence. A good salesman would ask you to take action based on what they were showing you. Your landing page should do the same. These present themselves in the way of a button or form that either allows the visitor to purchase or signup for a product or service.

CHECKLIST

1. What actions are you asking visitors to take?

2. Does your CTA stand out visually? (See Pattern # 1)

3. Is your CTA specific to your product?

PATTERN # 4: Landing pages should show benefits instead of listing features

Visitors aren't enticed to buy products because of feature comparison charts. They buy a product that clearly communicates how it would benefit them personally or how it would benefit their business. If you've fallen into the trap of listing your product's features, then try to shift the text to how those features would benefit the target customer instead. This is much more convincing. Keep in mind Pattern # 1 and remember that if visitors see something they like, they will shift into "research" mode to learn more about that particular feature.

CHECKLIST

1. Does my landing page list features or benefits?

2. Do these benefits have supporting text for those wanting to learn more?

3. Do the provided benefits matter to your target customer?

Hopefully this helps you with your initial landing page design and clues you in on commonly found issues that you can address.