Some thoughts after reviewing landing pages

Disclaimer: I'm not your go-to landing page guru, so please take with a pinch of salt. These are my own thoughts.

I was reviewing several landing pages recently and made some observations. Some of them include:

• Many "big" words used and less substance about what the product does
• I struggle to imagine how the product will look like (visuals lacking)
• Little too technical or feature focused
• Could not infer the type of user being targeted

I was called out on the latter point by somebody too! On my landing page, I didn't focus on the specific target segment enough. But I also didn't focus enough on something else: target emotions.

When a user arrives on your site, they're looking to solve a problem. (JTBD framework might sound familiar, for product managers here.) One aspect of solving their problem is whether your product will meet their functional needs: what are the features exactly that will help solve the problem? But another (often forgotten) aspect is whether you meet their emotional needs:

• Tired of looking around because they can't find a solution that addresses their role, type of company and interests directly. (Does yours?)
• Stressed because their current solution doesn't meet new regulations. (Will yours?)
• Happy to have found something that they can gain kudos for, share with their colleagues or buy for their loved ones. (Do you allow for this?)
• Angry about their current solution because it sucks, keeps breaking or is too slow. (Do you do it better?)

These are just some examples. But the main point is that people buy to solve a problem and (also!) meet some emotional need. I feel hypothesising the target emotions is just as important as identifying your target audience. My 2 cents!