"Why Web3 Matters | Future: How to Write a Compelling Landing Page"

"Why Web3 Matters | Future: How to Write a Compelling Landing Page"

We are now at the beginning of the web3 era, which combines the decentralized, community-governed ethos of web1 with the advanced, modern functionality of web2. Web3 is the internet owned by the builders and users, orchestrated with tokens. When they hit the top of the S-curve, their relationships with network participants change from positive-sum to zero-sum. To continue growing requires extracting data from users and competing with (former) partners. In web3, ownership and control is decentralized. Users and builders can own pieces of internet services by owning tokens, both non-fungible (NFTs) and fungible. Tokens give users property rights: the ability to own a piece of the internet. Tokens align network participants to work together toward a common goal — the growth of the network and the appreciation of the token. This fixes the core problem of centralized networks, where the value is accumulated by one company, and the company ends up fighting its own users and partners.

Now that we understand the significance of web3, let's shift our focus to creating a compelling landing page. The "above the fold" (ATF) section is the part of your site that's immediately visible before scrolling. This section plays a crucial role in capturing your visitors' attention and persuading them to stay on your page. To write an effective ATF section, you need to identify the specific benefit of your product and clarify the specific outcome of using it. What makes your startup magical and exciting? Highlight that in your ATF copy.

To create a powerful value proposition, start by identifying how users get value from your product. Consider the bad alternatives that people resort to when they lack your product. How is your product better than those alternatives? Turn this into an action statement that clearly conveys your value proposition. By writing down the bad alternatives, your better solution, and an action statement, you can craft a compelling message that resonates with your audience.

Additionally, it's important to address any major buying objections upfront. Analyze the concerns that your visitors may have and proactively address them. Don't let these unaddressed concerns cause your potential customers to bounce before scrolling. By adding a hook that handles objections, you can instill confidence in your visitors and encourage them to explore further.

Another key aspect of writing a compelling landing page is speaking directly to your customer persona. Use images that demonstrate the value of your product, showing it in action. Keep your navigation bar minimal to avoid overwhelming your visitors with too many options. This minimizes analysis paralysis and helps them focus on the core message of your landing page.

Lastly, your call-to-action (CTA) should serve as the actionable next step towards fulfilling the claim in your header. Create a strong header that clearly identifies how users "get value" from your product. Support this claim with a subheader that explains how your product works. By guiding your visitors towards a specific action, you can increase conversion rates and drive engagement.

In conclusion, as we embrace the web3 era, it is essential to understand its significance and the opportunities it presents. Simultaneously, mastering the art of writing a compelling landing page is crucial for capturing the attention and interest of potential customers. By identifying the value your product brings, addressing objections, speaking directly to your customer persona, and guiding visitors towards a clear call-to-action, you can create a landing page that converts and drives growth.

Actionable advice:

1. Clearly articulate your value proposition by identifying the bad alternatives and positioning your product as the superior solution.
2. Address potential objections upfront to instill confidence in your visitors and prevent them from bouncing before exploring further.
3. Speak directly to your customer persona through images and minimal navigation, guiding them towards a specific action that fulfills the promise of your header.