Using The Landing Page To Address Your Viewer’s Needs

Using The Landing Page To Address Your Viewer’s Needs

Dennis van der Heijden
September 18, 2014
Unbounce Landing Page

The landing page is created to make an impact or it is useless in its entire sense. In this webinar, Carlos Del Rio talked about the landing page as a way to address people’s needs. How the landing page can communicate a message instantly and how it can convince the customer to act by buying the product. 

There are many ways that a landing page can be created but regardless how it is made, the company must always keep in mind the four things that make a landing page complete:

  1. A clear headline of the service or product
  2. A picture of the product value or the service provided
  3. The connection between the product and the customer
  4. The landing page must be able to make an appeal for the people to act or respond in the favor of the client or the company.

When all elements are found in your landing page, you are on the right track in achieving the target conversion that you set.

Tell The People Who You Are And What You Do

The landing page must say everything that is relevant to the product or the service that you are providing. The customer will not care who and when the company started but it will make a good impression to say how long you are in the business. So instead of saying “the business started its operation in 1990” you can rephrase this to “for 14 years” then follow this with a brief description of your service. This is a good way of establishing your credibility; faster than telling your success stories the “once upon a time” style. Nobody will care how you started the company. What they will want to know at the beginning is how can you be of help?

Landing Page for Customers

Address the people’s needs right away. Use bullet points because it can deliver the information more quickly. Emphasize your content by using bold and italic fonts; add some colors to your landing page. Put together all the things that the customers want to end up with, say exactly how the product can match their needs – be specific. Say the things that are important to your target market, you will make them get engaged and convert.

Be Direct and Concise 

When you are creating a landing page, avoid inserting too many links. These links can create a loophole; it can destruct your viewer’s attention. If they are already in the peak of wanting to buy your product then they suddenly saw and clicked a link that is not relevant to their current state of mind, their buying decision may just drop ten points. When the interest is lost, it takes twice the effort to get it back, so be very careful.

It can be a challenge to put everything in one page but when it comes to landing pages, the law of “less is more” can be greatly applied. The viewer must be able to see your entire product by looking at the landing page alone. Every bit and pieces of information in this page must be linked together – the landing page is the complete puzzle, no more missing piece. If you want to check out the entire webinar, click here.

Originally published September 18, 2014 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
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