It doesn’t matter how good your no-code project is.
If no one is using it, no one gains from it.
The Internet is a busy place, and you need a way to get people on board the train.
The way to do it: make sure your sign-up page gives them an offer they can’t refuse.
It doesn’t matter if your tool or software is up and running, or if you are collecting emails pre-launch; these tips will work for both!
What most sign-up pages get wrong
Have you ever had a friend that is in a really bad relationship, and it is obvious that it is not working out?
Obvious for everyone except that friend?
Then, when they finally break up, your friend is like “wow, I can’t understand why I stayed for so long!”
And everyone else is like “Mhm…. no… You right… I should’ve told you… another 100 times…”
It is very hard to be objective when you are in the middle of something.
This is true when it comes to you and your product to.
Wait, I don’t mean that you should break up with your project!
What I’m talking about is that it is hard to be objective when you’ve been living with this brainchild of yours for so long!
But to create a landing page that will make people sign up, you need to put yourself in their shoes – and look at it from the outside in.
For you; you and your project are the centers of the universe.
You know that you are a trustworthy person.
You know that your product will help anyone who pays for it.
You know that everything that is written on the sign-up page is important and useful.
But no-one else does.
For everyone else, you and your landing page is just another pebble in the enormous aquarium, filled with goldfish with an extremely short memory.
Step one; understand that no-one cares about your app or project, and no-one has the time to listen to you.
Now, let’s get to work!
Before you start: clarify the problem
Very few CEOs decide to hire a leadership coach, just for the sake of having a leadership coach on the payroll (maybe this is some kind of weird status symbol somewhere….)
They start looking for a leadership coach because they have a problem with toxicity among the employees.
Or with employees not taking enough initiative.
Or with communicating in a constructive way with the other managers.
External vs. internal problems
These examples are the actual problems, what people need help with.
“Looking for a coach” is an external manifestation of that problem.
If you want people to pay attention to you, you need to talk about the actual, internal problems.
Simon Sinek said in his now famous speech, Start With Why, that:
“People don’t buy what you do, they buy why you do it”– Simon Sinek
What you do is about the external problem.
Why you do it is about the internal problem.
Understand your target audiences problem
You already know the internal problem; the whole idea for your #nocode project started when you saw a problem that needed to be solved.
Then, you created a tool to help people solve that problem.
They exist to help people materialize their business ideas and get them out there!
Before you continue, write down your target audience’s internal problems on a piece of paper – or in your favorite app.
The 4 parts of your landing page
Many signup pages are way too jam-packed with information, images, and links.
The first rule of creating a landing page that gets people to sign up; don’t add anything that doesn’t have to be there.
People don’t have time.
If you want people to stick around to the end (where they actually sign up), you need to make your landing page a yellow brick road.
There’s only one way to go, and they’ll always know where to go next.
Use AIDA as your guide
The acronym AIDA is one of the most used concepts in marketing during the last century.
It stands for Attention, Interest, Desire & Action.
Buy using this as your guide when composing (or improving) your sign-up page, you are able to create a very powerful tool that will attract and convert like nothing else.
Let’s start building!
STEP 1: Get their ATTENTION with the title
Every part of your page has one goal: to take the reader to the next step.
The title should make them read the sub-title.
The sub-title to go on to the first paragraph.
The first paragraph to the next.
Don’t make them think, don’t give them options.
When they get into the waterslide, they won’t stop until they splash into the lukewarm pool.
Your main title, the header, needs to be powerful enough to make them stop.
Many people will click through to your page, out of curiosity or boredom, but most of them will leave within seconds.
That is what you have; seconds. To capture their attention.
And how do you do that?
By talking about the real, internal problems that your tool will solve!
The title is the first thing visitors will see.
They won’t read it.
They will skim it.
They will look at it and if they register a word that captures their attention they will read it.
Don’t spend time crafting a beautiful but meaningless slogan that looks good but is impossible to understand.
“We help visual artists improve their conversion rates and reach their goals!”
What? What does this mean?
“ Cloud-based app designer enabling you to create apps!“
What’s all those words?
“Make your database work for you!”
Isn’t that what it is already doing?
The problem with all of these slogans (inspired by real-life examples) is that they don’t tell me in a second if it is for me, and how my life will be better if I continue reading.
Adalo is using “Turn Your Side Hustle Into Reality Without Coding!”
Paperform writes “Beautiful Forms That Feel Like Yours”
Newcomer Hypefury promise you it is “The only tool you’ll ever need to master your Twitter game“
The instant you read those headlines, you’ll know if you are interested or not.
Your headline should be:
- Talking about your target audience’s frustrations and problems
- Short and to the point
- Without any fluff
Imagine being one of your potential customers.
Now imagine being very tired and slightly drunk.
Look at the title of your page.
Would that get your attention?
STEP 2: Spark INTEREST with the subtitle
If the title managed to get them to read the sub-title or first paragraph; congratulations, you’ve bought yourself a few seconds more.
Don’t cram too much into this next part, you haven’t built enough interest yet.
One way is to use numbers and facts to paint the reader an image of how their life will change if they use your tool.
Again, talk about their internal problems and goals.
Can you see the difference between these two examples?
“Companies that use videos on their landing-pages will get more conversions”
“Using videos on your landing pages can increase your sales by 34%!”
The first one is quite vague and very general.
The second one makes the reader start imagining what she would do with 34% more money!
The numbers or facts that you present needs to be real – really real, not kinda real.
Luckily, there’re tons of research online where you can find statistics and hard facts about almost everything.
Paperform is using another approach; a one-paragraph description of their entire product and its perks.
This can also be very effective if you don’t fall into the trap of using a lot of fancy words and fluff!
The subtitle or first paragraph should:
- Spark interest
- Talk TO and ABOUT the reader
- Make the reader SEE the difference using the tool will make
STEP 3: Build DESIRE with the content
Interest is good, but to make someone actually signup, you need to create desire.
Understanding the difference between interest and desire can be a little hard.
Desire could be described as interest with the urge to do something about it!
When interest is created, it can mature into desire.
The goal for this part of your page is to make the reader feel “I must have this!”
You can do this with text, or video:
Continue to talk about the internal problems, frustrations, and pain-points your service will solve and the frustrations of your potential customers.
If you’ve already had a few people beta-test your product, sharing their successes and wins is a great way.
Just make sure that the testimonials sound like someone actually said it for real, not with a gun to their head.
If a testimonial feels scripted and constructed, it will lose its credibility.
Another way to build desire is to choose a few pain points and talk about how your product are solving each of them – and how the customers’ life will be better when solved.
When someone becomes interested in the product, it is time to show how it works.
The landing page should also include a very clear (but still short) part where you show exactly how you will help them reach their goal.
Understanding how it works is super-important if someone is to make a decision.
This part of the page should:
- Continue to show the pro’s of your tool
- Build a desire to act
- Describe HOW it works
STEP 4: Push them to take ACTION
In the last part of the page, you need to tell what to do now.
This is a critical point and loads of companies fail here.
Don’t be afraid to say what they should do next.
If you’ve done everything right to this point, the reader wants to continue!
Give a clear call-to-action on your sign-up form.
“Sign up here.” ain’t gonna do it.
“Enter your email to get instant access the second we launch!” is more like it!
Tell them exactly what to do, and create an urge to do it now.
Another thing; the OK-button doesn’t have to be just that.
This is another possibility to get people to sign up:
“Start growing your business!”
“Start creating your personal forms!”
“Start growing your Twitter game!”
Make sure your call-to-action is:
- Short and sweet
Make sure you can analyze it
Before you launch; make sure your landing page is connected to Google Analytics or your analytics tool of choice.
When sharing on social media, websites or other platforms online; use UTM-tagging.
A UTM tag is a code that is added to the URL you are sharing.
That way, you can follow the traffic back, all the way to the platforms where you shared it.
This is a great way to see, whether most of your sign-ups comes from Facebook or LinkedIn for example.
The hardest part of building a landing page that makes people sign up is to put your ego aside.
You probably had great intentions when building your tool, but now it is time to talk about your customers.
After building the first version of your landing page, ask a few people to read through it – and give honest feedback.
If you do this, it is important to explain to your beta testers, who your target audience is – unless you managed to find people already in your target market to help you with the landing page.
A landing page can always be improved. After it’s been live for a while, go through the analytics and see what works and what doesn’t.
Then improve and try again!