By CJ Powers
Several of the top digital marketing firms have all settled on the ideal structure for a landing page used by speakers to introduce themselves to a new audience. When using the following structure, the web visitor will not only learn about the speaker but also understand their next steps in connecting with them.
Simple Clear Header and Menu
The first section of the page must have a clear and understandable headline followed by a more expressive sub-headline. Between the two lines of text, the visitor should instantly understand that the page is for a keynote speaker that focuses on giving specific talks like inspirational, motivational, comedic, etc. The goal is to shorten the time on the page for the person who found themselves in the wrong place and raise the confidence of the visitor who is in the right place.
Hero Section
This section clarifies what the speaker does and the benefit that the audience receives. It is typically written from the visitor’s perspective, not that of the speaker. Instead of writing about how great or well-known the speaker is on the topics, the copy should suggest how the audience will enjoy or benefit from the talks.
Mission
The mission section is designed to build an affinity with the visitor, while clearly addressing a problem we face in the world. This is a great place to salt in passionate words while expressing how the speaker is leading the battle against this specific problem. The more that story is used in this section, the easier it will be for the visitor to relate to the speaker’s cause and solution to their audience.
Value Stack
The value section is all about the speaker’s brand and the pillars that make it a viable service or product. While this is again written from the visitor’s perspective, it is critically important to distinguish the speaker from the competition. The more specific or unique the speaker’s approach, the easier it will be for a visitor to embrace the ideas presented.
Social Proof
Every visitor wants proof of capabilities and this section is all about the speaker’s success, typically done using meaningful testimonials. The key is that it must be meaningful. Not just any testimony will work. The testimonial must demonstrate or show how a person achieved certain goals as a result of taking the speaker’s advice on a specific topic. The more authentic and genuine the testimonials, the more the visitor will begin trusting the speaker and consider bringing him or her in to impact their audience in the same manner.
Plan Revealed
The visitor must learn what steps to take next and this section focuses on that specific issue. Whether it is a 3 or 5 step process for the visitor to engage the speaker or a few clicks to download the speaker’s latest life tools, the visitor must know exactly what steps to take. Also, this is the ideal time to remind the visitor of their future outcome should they take these next steps to implement what the speaker suggests. In other words, remind the visitor of their future outcome.
Lead Magnet
The next section is the opportunity for the visitor to receive a free resource in exchange for their name and email address. The item must be presented in a way that helps the person understand that the value is much higher than the risk associated with giving out their email. The offer itself must be genuine with real answers or tools that can positively impact the person’s life in order to secure that trust between the future audience and the speaker.
Origin Story
An origin story not only builds credibility for the “why” the speaker does what he or she does, but it also provides the opportunity for the speaker to reveal their empathy, authority, and uniqueness. The empathy in this section will help the visitor understand that the speaker is approachable and has seen similar situations in life. The authority rises from the experiences shared including both the flaws and the overcoming moments the speaker lived through. And the uniqueness allows for the personality of the speaker to shine through in a fun, unencumbered manner that endears the speaker to the visitor.
Final Call to Action
Not only does this next step reiterate the call to action, but it does so while reminding the visitor of the benefits they will receive by taking this next step. This message must be clear and quickly remind the reader of everything they’ve just learned and felt through the landing page process.
Footer
Finally, the last section contains everything else that must be presented to a visitor arriving at the landing page for the first time. This might include links to a blog or contact info, to press information, and the like.
With all these elements in place, the visitor will be well taken care of and feel like their needs were met. Even if the person doesn’t need what was shared at the time, the positive experience will give the visitor a positive bias when their needs change and they play a return visit. And that is why the above model has been adopted by many successful speakers.
© 2020 by CJ Powers