Ever wonder why some landing pages convert and others don’t? Let’s talk about the “scent” and how some pages lose it.

What does a landing page need to convert?

We’ve all been there. We see an ad or a social media post that grabs our attention but when we click through to the landing page, we get confused.

Was this what I clicked on? This isn’t what I wanted.

The landing page has lost it’s scent, meaning that the message didn’t carry from the post or ad to the page. That’s where we lose a lot of people because a confused mind always says NO. You’ve created the breadcrumb trail made of cotton candy, so don’t lead them to green beans here. The scent isn’t the same and neither is their optimism that you’ve got a solution tailored to them and their problems.

Below are the 6 elements that are must haves and must match your ad or social media message. When they click on the post or ad, the same copy should be used for the headlines and the explanation, and if you’ve written your post correctly. they know the benefits or outcomes so make sure they are there too.

The 2 that can up your game? Those would be #7 and #8.

#7: The nav menu at the top – but be careful. Those links should lead them to make a purchase and not away from your offer. When people are presented the chance to click and they go away from your landing page, they will go down a rabbit hole faster than I do on a Saturday night on YouTube. You know how it happens, so make it easier for them. A link to another freebie or maybe even to schedule a call with you is great, but if it isn’t related, go with no nav menu at all here for best results.

#8: The testimonial row. The bottom is where all of your social proof and testimonial videos should be. Sometimes people may need a little more information and word of mouth is key here and can help build your authority.

𝗧𝗵𝗲 𝗕𝗮𝘀𝗶𝗰 𝗔𝗻𝗮𝘁𝗼𝗺𝘆 𝗼𝗳 𝗮𝗻 𝗢𝗽𝘁𝗶𝗻 𝗟𝗮𝗻𝗱𝗶𝗻𝗴 𝗣𝗮𝗴𝗲

#𝟭. An attention grabbing headline: use this to showcase what they will be getting.