The 7 Question Landing Page Framework

The 7 Question Landing Page Framework

What exactly needs to be on a landing page to actually get it to convert website visitors into leads and customers?

Some folks tend to go all-in on design, while others focus on copywriting. Many marketers want to take a data-driven approach, while others just work off of their hunches.

There are marketing “gurus” out there who will tell you to use their landing page template–and only their template–for everything, while others try to list off specific elements that need to be on your page (testimonial widgets, trust logos, etc.).

So, which approach is correct? Is there one universal approach to a great, high-converting landing page design?

I think not. There’s no cookie-cutter solution that will work for all industries and page types. It’s just not possible.

It’s all about the questions

Instead of focusing on templates or elements, I recommend going beyond those surface-level aspects of your landing page.

Get to the heart of the issue, which ultimately comes down to this simple fact:

People are on your landing page for a reason. And they have questions. If you can answer their questions effectively, you’ll move them one step closer to taking action.

Nicholas Scalice (Click to Tweet)

That is how you build high-converting landing pages.

You answer the questions that a visitor has in a way that compels them to take the next step- filling out a form, picking up the phone, making a purchase, or clicking a button.

Subconscious questions are everywhere

That being said, I should clarify two things…

First, not every question a visitor has is a conscious one. As Harvard Business School professor Gerald Zaltman states, 95% of our purchase decision-making takes place in our subconscious mind.

This is important because it means that we need to use every ethical strategy at our disposal to answer these subconscious questions for our landing page visitors.

Second, by now you’re probably wondering what those specific questions are, which is what I’m going to focus on in the rest of this article, so keep reading!

What are the questions every landing page should answer?

Based on years of research and hundreds of landing page tests, I believe there are a small number of essential questions that you need to answer for any visitor.

Together, they form the basis for my 7 Question Landing Page Framework.

Here are the questions:

  1. Do I quickly understand the big idea?
  2. Can it specifically help me?
  3. Do I like it?
  4. Has it helped others?
  5. Do I trust it?
  6. Is there something special about it?
  7. Can I easily take action now?

When I refer to “it,” I’m talking about whatever your landing page is offering. Is it a lead magnet, a free consultation, a product, a service, or something else? Whatever you offer, that’s your “it.”

Hopefully, this is making sense by now. Let’s dig a little deeper and look at each one of these questions in more detail:

Do I quickly understand the big idea?

What is a big idea? Well, if you’ve ever watched the television show, Mad Men, then you know what I’m talking about. Every ad pitch in Mad Men contained a big idea.

For example, in the pilot episode, the main character Don Draper is pitching a campaign idea to a cigarette company in the 1960s, when this type of advertising was common.

He wants to focus on the fact that this company’s tobacco is toasted. That’s what he wants people to remember. This isn’t just any ordinary tobacco, it’s toasted.

Your landing page also needs a big idea, something a visitor can grasp within just a few seconds of visiting without having to scroll too far.

Ideally, your big idea should be understood within just five seconds of visiting your landing page. That’s where the Five Second Test comes from by the way!

The better you can do this on your landing page, the more likely it is that people will stick around and keep reading. People don’t want to expend a lot of mental energy when they visit your page. They want to quickly get the “big idea”, and get on with it.

Make your big idea short and direct.

Can it specifically help me?

Let’s look at the second question, which is all about relevance. The question is “Can it specifically help me?”

People want to know right away if you have something that is of value to them.

“WIIFM?” or “What’s in it for me?” is a popular expression among marketers. You need to show people what’s in it for them, or else you’ll lose them.

The better you can do this and tie it back to specific problems that your visitor faces, the more relevant their experience becomes.

Ultimately, this comes down to your offer and how you position it to solve a specific need for your visitor. 

Here’s an example from DigitalMarketer:

DigitalMarketer is offering a free ebook that teaches you about Facebook Ads.

However, the landing page visitor doesn’t just want to have the ebook. They want what the ebook can give them, which is the knowledge of Facebook Ads.

We can even go beyond that and say the visitor doesn’t just want the knowledge, they want the results they can achieve from that knowledge. They ultimately want to create better Facebook ad campaigns and get better results.

We can keep going on and on with this rabbit hole, but I’ll stop there. The point is, you need to know what the ultimate end goal is for your visitor and what they want to get out of your offer and make sure that it’s mentioned on the page.

That’s how you’ll answer the relevance question, “Can it help me?”

Do I like it?

The third question in my 7 question landing page framework that your visitors will subconsciously ask themselves when visiting your page is “Do I like it?” I call this the “Affinity” question, and it’s probably one of the most difficult to answer.

It’s not easy to get someone to like something new or unfamiliar, yet that’s exactly what we’re trying to do.

Many times, people will decide if they like a person or company within a fraction of a second of first meeting them.

In a Google study, they found that visitors make their first impression of a website or page within 50 milliseconds! So you need to make a great first impression to keep people from bouncing or putting up their guard.

One of the best ways to do this is through the visual design of your page.

You want your landing page to look pleasing to the eye, yet professional. It needs to be easy to navigate and engage with. It also needs to load fast. If you run into issues with any of these areas, it could negatively affect how someone perceives your product, service or brand in a fraction of a second.

An important core concept of the affinity question is user experience, often called UX. User experience (UX) design is the process of creating products and services that provide meaningful and relevant experiences to users.

While there are many UX frameworks out there, the BASIC UX framework is the one that I like to refer to because of its simplicity. After all, you don’t need to be a UX expert to be a great landing page optimizer, but you need to know enough about it to get by.

The BASIC UX framework is broken up into five common principles that test the overall user experience of your landing page.

Source: BASIC UX

For example, is your page aesthetically pleasing? Can everyone use it? Does it make their life easier? Is it intuitive? Is it consistent? The design, copy, and interactive elements (phones, buttons, etc.) need to align with these principles in order to create the best user experience possible, thereby allowing the visitor to answer the affinity question with a resounding “yes!”

Has it helped others?

The fourth question every landing page should answer is “Has it helped others?” This deals with influence.

In other words, does your page convey social proof that lets the visitor put themselves in someone else’s shoes and see how their own problems can be solved with your product or service?

If you’re not familiar with social proof, here’s a quick example:

Imagine you’re at the restaurant on the left. It’s empty at lunchtime. Would you eat there? Probably not.

Now imagine you walk by the same restaurant, and there’s a lot of activity. It’s not overly crowded. In fact, there’s an open table for you right in the middle. But there is definitely some energy in the room.

Which scenario would you prefer? Most of us would say the restaurant on the right with some people in it.

That’s social proof in action.

Social proof is a term coined by Robert Cialdini in his 1984 book, Influence. It describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.

Do I trust it?

Moving onto the 5th question, “Do I trust it?” This is all about conveying trust throughout your page.

As the old sales saying goes, people buy from those they know, like, and trust.

Even if what you’re selling is free, like an eBook or lead magnet, it’s still important to build up trust with your visitors. If they don’t trust that you’ll deliver on your promise, then nothing else you do or say matters.

When we think about trust, there are certain elements that go into it. I sum it up in this “Trust Triangle,” which is based on the “Trust Equation” by Charles H. Green.

In this simplified diagram, we can see three separate components that build trust: credibility, reliability, and security.

Credibility has to do with perception. Do you believe what they are saying?

Reliability has to do with actions. Do you believe they’ll actually deliver?

Security refers to the safety or security we feel when entrusting someone with something.

When you have all three of these elements on your page, you have a high likelihood of building trust among your visitor, thereby answering the trust question for them. This brings you one step closer to the conversion goal.

Is there something special about it?

Moving on to the “advantage” question. This is where we try to answer the question “Is there something special about it”?

In other words, what is unique about your offer or brand that stands out? What will the visitor remember when comparing us to the competition?

The core concept we’re talking about is known as the “unique advantage.” Some of the strongest brands have well-defined unfair advantages.

For example, Amazon’s unique advantage in their early days was their significantly lower operating costs due to their lack of brick and mortar stores.

Hulu’s unique advantage against other streaming services is its exclusive relationships with many major networks.

Dyson’s unique advantage is their “cyclone technology” that made their vacuums more advanced than anything else on the market for a significant period of time.

So, what’s the unique advantage for your product or service and how will you relay that on your landing page?

Can I easily take action now?

Okay, we’re almost finished with the 7 questions every landing page should answer.

The last question you’ll want to answer on your page is “Can I easily take action now?”

This specifically pertains to getting a visitor to take action. After all, that’s our end goal, right?

We want our visitors to take some predetermined action whether it’s filling out a form, giving us a call, downloading an ebook, completing a survey, buying a product, etc.

That’s why this is called the “Action” question.

The page element we’re primarily talking about with this question is the call-to-action, which I cover in great detail in my Landing Page Masterclass. For now, I want to share an important framework with you called the Fogg Behavior Model.

Source: BJ Fogg

The Fogg Behavior Model was created by a Stanford behavioral scientist named BJ Fogg. He created this framework to help describe why people take action.

He says, “The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of those three elements is missing.”

Let me give you a quick example of this in action.

Imagine you’re in a meeting at work and your phone rings. If you look at the caller ID and see it’s from someone important from whom you were expecting a call, your motivation to answer the call is high. However, if you’re unable to leave the meeting without getting in trouble, you might not have the ability to answer the call right now. If your phone was on silent and in your pocket, you wouldn’t even have known you were getting a call and therefore lacked the prompt.

All three of these elements had to collide for you to answer that call.

This framework applies to landing pages. You need your visitors to want to take action (have high motivation), have the ability to take action (have good usability on the page), and have a prompt for what to do next (your call-to-action).

If you have these elements of the Fogg Behavior Model in place, there’s a high likelihood that people will act, especially if you’ve already answered the other questions they have, which we’ve previously covered.

Summing it all up

So, there you have it. We’ve now covered the 7 Question Landing Page Framework from start to finish.

To recap, here are the questions again.

  1. Do I quickly understand the big idea?
  2. Can it specifically help me?
  3. Do I like it?
  4. Has it helped others?
  5. Do I trust it?
  6. Is there something special about it?
  7. Can I easily take action now?

When you answer all of these questions for your landing page visitor, using the core concepts and page elements we talked about, you are setting yourself up for success.

It’s up to you to put these strategies into practice on your landing pages and watch the conversions roll in.

Want even more FREE training?

Now that you’ve seen the 7 question landing page framework, you’re already ahead of the curve when it comes to optimizing your landing pages.

You can fill in the gaps by taking my FREE, 3-part course called Landing Page Jumpstart.

Enroll today right here and get access to the first lesson instantly!

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