Crafting Your Landing Page & Pitch as an MVP #LSMBoston

If you are like me, you sometimes sign up for beta of products that don’t yet exist. I find it fascinating that we are willing to give our contact information in exchange for a promise of value that isn’t yet real. That is the power of a well-crafted landing page.

In this week’s Lean Start-up Machine event in Boston, I gave a presentation on building a landing page and a pitch as a Minimal Viable Product (MVP). Here are the highlights:

What Is a Landing Page & Why Should I Use One?

A landing page is a web page with a form on it. You should use it to validate whether your product is viable because:

  • Filling out a form is an investment that filters out people who are not interested
  • It’s a cheap and quick way of testing your hypothesis
  • It asks you to be crystal clear on the problem you are solving
  • It allows for measuring success through conversion rates

What Are the Characteristics of an Effective Landing Page?

The usual structure of a landing page includes a problem statement and your proposed solution. What other characteristics do effective landing pages share? Well, they have to be:

  • Brief, clear and to the point (honestly, I think this is the hardest to get right)
  • Specific, which usually means using data points, examples, and bullet points
  • Using visuals that convey the value or an emotional message
  • Using social proof (quotes, tweets, number of customers)
  • Carrying a strong call-to-action (header and “Submit” button should be aligned)

What else am I missing? What is your favorite landing page you have seen lately? And for your viewing pleasure, here are some pictures from the #LSMBoston event:

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