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🧠 Creating The Perfect Landing Page
In the digital world, you have around 3 seconds to catch your visitor's attention.
Kody Nordquist
October 08, 2024
Welcome back to the 34th edition of the Nord Media newsletter.
Before we get started, is there anything specific you want to learn about? Let me know, as always I appreciate all of you who reply each week and share feedback with me.
The easiest part of being a marketer is getting customers to your website.
Unfortunately, that’s just step 1 of the process.
Because after they get to your page, you have to keep them entertained long enough to convert them into leads for your business.
How?
By implementing the perfect landing page structure.
Grab your Red Bull or cup of coffee, and settle in.
Today, we’re breaking down the 10 essential elements that will transform your landing page into a conversion powerhouse.
1. Catch Their Attention
First impressions matter.
In the digital world, you have around 3 seconds to catch your visitor's attention.
Your headline is the gateway to your content. It needs to be compelling, clear, and targeted.
Determine:
Who is this for? Start by calling out your target audience.
For example, "For Ambitious Startup Founders..."
What's the desired outcome? Highlight the transformation they seek.
"Double Your Sales in 30 Days."
How do you do it? A brief subtitle can explain your unique approach.
"Using our Proven 3-Step Marketing System."
What's the next step? Include a clear Call-to-Action (CTA).
"Get Started Today!"
Can I trust you? Incorporate social proof right away—testimonials, logos of reputable clients, or trust badges.
Be direct and meaningful. Your goal is to make it instantly clear that you're offering exactly what they need.
🧠 Make sure your store is BFCM ready with Surefoot
BFCM is almost here. Ask yourself one question: are your landing pages ready to convert? How confident are you that they’re going to perform?
A lot of times, we see brands throwing money at ads, only to lose valuable traffic on landing pages that just suck or don’t work. Here’s where things usually break down:
→ Messaging that doesn’t match
→ A value prop that’s all over the place
→ Clunky user experience
Out of all these, let’s zero in on the most critical piece: messaging.
When your landing page copy doesn’t align with the ad that got the click, you’re already losing the game.
Yes, we all love to talk about product features, benefits and value, but conversions come from showing your customers how your product is actually going to make their lives easier. What problem are you solving for them?
Here’s a simple framework to make sure your messaging is on point:
Consistency matters – Your landing page should mirror the language and visuals of your ad. This keeps users on your site longer and builds trust.
Know your audience – Speak to their pain points. Run surveys, dig into user research, whatever it takes to understand what’s driving them.
Turn features into benefits – No one really cares about features until they see how those features make their life better or easier.
Visuals count – Use images that help people imagine themselves using your product and getting the results they want.
So… are you confident that you’ve nailed all of these?
If not, you still have time and I’ve been working with an amazing partner, @Surefoot – has one of the best conversion lifts of any CRO agency we’ve worked with. They’ve nailed the ability to align your messaging, sharpen your value prop, and make your user experience perfect. Ensuring that your pages are ready to convert.
Check them out today 👉 Surefoot
2. Represent the Problem
Empathy is powerful.
When you can articulate your customers' pain points and problems to them on a deep level, they feel understood.
Address pain points like:
What keeps them up at night?
Is it low website traffic, poor conversion rates, or ineffective marketing strategies?
Use their language:
Mirror the words and phrases your audience uses to describe their struggles.
Be specific:
Do not be vague. Use very specific and niche examples to truly hit.
For Example:
"Are you frustrated by spending thousands on ads with no return on investment?"
When you can clearly define their challenges, you’ll attract an audience that will want to buy the solution you pose for them.
3. Provide the Solution
After you've acknowledged their pain, offer relief to their problem.
Focus on the benefits rather than specific features.
Features are what your product does. The benefits are what it does for them.
Features: 24/7 Customer Support.
Benefits: Peace of mind knowing help is always available.
Align with their desires.
What do they truly want? Faster results, easier processes, better support?
Visually display how this product is a necessary part of their everyday routines.
For example:
"Imagine effortlessly managing your social media campaigns while watching your engagement skyrocket."
They’ll want to purchase your solution if it means an end to their problems.
4. Show Evidence
Compile your “proof.” Your claims should be backed up by hard evidence such as:
Testimonials: Share authentic feedback from satisfied clients.
Case Studies: Tell success stories that your audience can relate to.
Logos: Display recognizable brands you've worked with.
Metrics: Use data to demonstrate effectiveness. "We helped Company X increase conversions by 150% in two months."
When collecting testimonials, aim to include:
The client's industry or niche.
Specific results achieved.
Timeframe of success.
Their situation before partnering with you.
How your solution made a difference.
Visual proof, like before-and-after snapshots.
A word of advice for potential clients.
For Example:
"Within three months, our sales doubled thanks to [Your Company]. Before, we struggled with lead generation, but their targeted strategies changed everything."
5. Simplify the Process
Complexity is a conversion killer.
Your potential customer should be able to get started and receive their products or services in a few steps, such as:
Book a Free Consultation.
Receive a Customized Plan.
Watch Your Business Grow.
Everyone values their time. Make this process worth it.
6. Highlight What Makes You Unique
The market is crowded. Copy-and-paste strategies won’t work.
You need to know what exactly makes you different from the competition.
Identify your Unique Selling Proposition (USP). What do you offer that others don't?
Focus on what matters to your audience. It could be your innovative technology, exceptional customer service, or unparalleled expertise.
Explain why they shouldn't even consider competitors.
For Example:
"Unlike other agencies, we offer a 100% satisfaction guarantee with no long-term contracts. Our clients stay because they want to, not because they have to."
7. Qualify Your Audience
You shouldn't try to attract just any customer—finding the right fit matters more. Not everyone will be a match for your offer, and that’s totally fine.
Instead, focus on who will benefit the most from what you’re offering. Be clear about the ideal traits of your target audience.
Create a sense of exclusivity by outlining exactly who your product or service is for. For example:
This program is ideal if:
You’re a small business owner ready to grow.
You’re serious about investing in your business.
You want a proven system, not trial-and-error solutions.
By qualifying your audience, you focus on attracting those who are most likely to convert while naturally filtering out those who aren’t a good fit—saving you both time and resources.
8. Make an Offer / Reveal the Price
Transparency builds trust.
For productized services or products, be upfront about pricing.
"Get all of this for just $499."
For customized solutions, encourage them to get in touch.
"Schedule a free consultation for a personalized quote."
Make your offer irresistible by:
Stacking value. Remind them of everything they're getting.
Highlighting limited availability. Create urgency without being pushy.
Using a strong CTA. "Claim Your Spot Now!"
9. Minimize Risk for the Prospect
People tend to avoid risk, so it’s important to ease their concerns.
Offering guarantees, like a
“30-Day Money-Back Guarantee—No Questions Asked,”
can help build trust.
Free trials or demos also give potential customers a chance to see the value you offer before making a commitment.
Make sure your terms are straightforward—being transparent helps avoid confusion.
Just be cautious with generous offers, as they can sometimes attract the wrong crowd.
Set clear boundaries to protect your business while still making it easy for people to say "yes."
10. Address Remaining Objections
Make sure you address any lingering doubts directly.
An FAQ section is a great way to do this, using real feedback from your customers to shape the questions.
Keep the answers conversational and approachable.
For example:
Q: What if I’m not tech-savvy?
A: No worries! Our platform is super easy to use, and our support team is ready to help whenever you need it.
Q: Can I cancel anytime?
A: Absolutely—there are no long-term contracts, so you can cancel whenever you like without any hassle.
Addressing concerns upfront makes it easier for potential customers to feel confident about moving forward.
BFCM is one of the most important sales periods for eCom brands, but a lot of brands aren’t sure how to prepare, forecast and what the best strategies have been and will be this year. I’ve been using Particl’s eCom database to look back at data from BFCM 2021, 2022, and 2023 to get a better handle of what our brands could and should expect moving into BFCM this year.
Why do I think it’s so valuable to review and what’s included?
👉 When does BFCM start and when should you start?
👉 What discounting strategies were most effective?
👉 Top trends heading into BFCM 2024?
👉 Industry leading insights from top brands year over year.
👉 + Much much more
Download the free guide today and get all the information you need to make 2024 your best BFCM year to date.
Closing Thoughts
Remember that creating a high-converting landing page is less about flash and more about understanding your audience and meeting their needs.
Every element—whether the headline, offer, or CTA—should work toward building trust and guiding visitors to take action.
Traffic isn’t enough. You must make sure they stick around long enough to convert.
Keep testing and refining.
No page is perfect on the first try, but small adjustments based on real feedback can make a big difference.
Looking my recommendations?
Here’s some other services I personally use and strongly recommend 👇
surefoot - What if your Shopify store could tell you what's wrong? The lead-up to BFCM can be overwhelming. You have multiple efforts happening to maximize the revenue. You're wondering if A/B testing would be a great way to push those revenue numbers up, but you're unsure where to start.
Enter the Usability Scorecard. It’s a playbook that shows where shoppers get confused and what changes will boost conversions. surefoot, a strategic UX & CRO agency, has crafted these Scorecards for brands like Peak Design, Brooklinen, and Mizzen & Main for over seven years.
Claim your free guide on how to run a Usability Scorecard and get actionable insights to improve your site now.
Exclusively for Nord readers, surefoot CEO Brian Schmitt is offering a personalized review with 10 testing ideas. Don't miss out—start converting more shoppers now.
Revenue Roll - helps ecommerce brands maximize revenue per site visitor by identifying high-intent shoppers and providing everything needed to convert them across channels.
Having worked with 100+ brands - they’ve created a system that helps boost your retention revenue by an average of 30% 🚀 Book a call with them today + mention Nord Media to save 25% off your first 3 months! Get Started HERE 👈
Segments Analytics: - Easily sync tailored customer segments into marketing channels like Klaviyo, Google, and Facebook with Segments Analytics. With personalized and well-timed campaigns, brands see up to a 30% increase in customer retention and significant boosts in repeat spend. No need to worry about complex installations or coding—their system processes your store's data within 48 hours. Start your 14-day free trial HERE.
Insense - is your go-to platform for making UGC and influencer marketing a breeze, especially during the busy Q4 season. Their easy-to-use platform, marketplace of 20,000+ responsive creators, and interactive creative brief template, can save you a ton of time on finding, briefing, and managing influencers (we're talking 40+ hours a month!). Join 1,700+ eComm brands using Insense to amplify their marketing efforts across the entire marketing funnel from UGC assets, to influencer posts and affiliate campaigns, to whitelisted ads on Meta and TikTok Spark Ads. Book a free strategy call and get $200 off your first campaign!