It’s true what they say about attention, you’ve got about 3 seconds to grab it, dig your claws in and win your customer over.

So why waste it with feeble, low-value words?

Take People HR’s landing page for example. Notice when you open the link where your eyes are drawn to?

It’s likely you’ll scan the page before your eyes become fixed on their CTA button (Call to Action), or their benefit-driven headline.

We’ll talk about the headline and how to make your own:

“HR Software for companies where people matter”

The title calls out directly to their target audience, that being Business Owners, IT Directors, HR Directors, and HR Officers.

It’s then finished with a unique selling point (USP), basically anything that sets them apart from their competitors. A general rule of thumb for creating a USP, it should try and answer the question why pick us?

Directly under their headline, is a subheading that’s loaded with benefits. Now benefits are often confused with features. And it’s important to understand the difference because benefits sell, features don’t!

A simple way to find out what the benefit of a feature is to add, “and the benefit of this is ….” to the end of your sentence. You will hit the nail on the head with what your audience is after. Anyway, that subheading…

“Make Impact, Get Noticed, Help Your Company Grow”

Now, who wouldn’t want to make an impact on their business, get noticed for their contributions and help their company grow?

Compare the above to this software vendor. You’ll notice how your eyes aren’t drawn to any area in particular, you’re continually scanning, looking for an anchor point.

The text moves too fast and their general theme of topic screams “me, me, me” and not “you, you, you”.

And to confirm what I’ve just pointed out, you can check and direct your attention to average visit duration.

So You’ve Got Your Audience’s Attention, Now What?

Whilst it’s a good idea to demonstrate who your customers are at some point, People HR do this almost instantly. And this is important as it demonstrates a few points:

  1. You’re in good company with well-known brands
  2. You’re not the first person to buy this product – who wants to be the first?

The rest of their landing page copy follows “The Golden Circle”.

The golden circle suggests that many companies start from outside of the circle and work their way towards the center. Whilst your customers start from the centre and work their way outwards.

The basic idea is people want to know “Why you do it”, then they want to know “How you do it” and lastly “What you actually do”. Watch the video linked above it explains why that is.

Anyway, People HR, do this immediately, and you can tell this by asking the question:

“Why do you make HR software”, and the text responds with “so you can focus on the areas of HR that really matter to your company.”

Next “how do you do this?”, “Just open any browser and enjoy user-friendly, high-performance HR software that lets you make big company impact from anywhere.”

Lastly, “What do you do?”, “essential HR tools to make light work of heavy tasks”

Boom. That completes the golden circle. Easy, right?

The last thing I’ll draw your attention to is the well-placed testimonials. It’s easy to make any claim you want about your product, but hard to back it up there in the moment.

That’s why it’s important you sprinkle your testimonials throughout your landing page, as this builds trust with your customer and backs up the points you’re claiming about your product.

To summarize the process, start with calling your audience out and draw them to your biggest USP. Next hit them with the benefits whilst showcasing your biggest customers.

Then, tell the story of your product using the golden circle, whilst tactically scattering customer testimonials over your landing page.

And of course, don’t forget to finish with a solid CTA!