Learned based on case study and ebook by talia wolf

Landing page should answer these two questions-

What is the very specific problem you are solving? How are you solving that problem?

Remember you are trying to reach out to the "croc brain" of visitors (Pitch anything book reference)

To do this try to connect your service/product to emotion your customers crave more. Use simple language and avoid technical jargon.

Read competitors testimonial/comment to find what customers are concerned or excited about

Make sure to use original language and avoid copying the words used by competitors. Do an in-depth analysis of customer's emotional triggers. Use your product name many times throughout the page(7-8 ideally) but don't overdo it.

Use testimonials to win the trust

If testimonials not available use tweets or comments Case studies are also very effective to provide social proof.

Impression Test

Make two-three versions of landing page. Test them and see which one works.

How to test? Take a survey- Show the landing page to potential customers. Ask them the following questions at the end of the survey-

What does the product do? What's the name of the company? What are the main benefits of the service? What is the next step?