What goes on the landing page?
To answer that, first, we need to start by understanding what stage of awareness the majority of people are in when they get to the page.
The five stages are:
- Unaware - they don't even know they have a problem
- Pain aware - they know there is a problem, but that's about it
- Solution aware - they know that solutions to their problem exist
- Product aware - they know your solution exists
- Most aware - they know your solution exists AND they know why it's the best solution to their problem.
For a landing page to be effective it can only focus on people on one stage of awareness.
The landing page's only job is to get them to move to the next stage of awareness.
If the landing page is for people who are unaware, pain aware, or solution aware, the offer on the page should be something they opt-in to get. It can be anything, as long as it's genuinely useful, and is not a free trial of your product.
When people are product Aware then make your offer a free trial.
And if people are most Aware, make the offer the paid version of your product
To be clear, each landing page you write is for someone in a certain stage of awareness.
Get traffic from multiple stages? Create multiple landing pages.
This is the work of finding channel/offer fit. The game involves creating lots of different offers. Sometimes you're lucky and you get an offer that resonates out of the gate. Typically, you need at least five different landing pages, for five different offers, one for each stage of awareness.
The only exception is your homepage. This is why home pages are so painful to write.
Don't take my word for any of this, this is all summarised from the 10X landing page course by Copyhackers.