As someone who writes and helps to design landing pages as part of my business, I've got a lot of experience in how to create emotion so that, in essence, it can't fail to convert.
If you're starting a new business and you're on a limited budget, you might find a few of these tips and tricks useful to get the most out of your landing page.
1) Use pictures.
So again, you probably know that images are super important in capturing attention and making people stop and look for more info.
Using images of people however is the key to actually invoking emotion. It might sound obvious but you know yourself that when you see someone laughing, you laugh; and if you see someone crying you feel sad too. For your landing page always choose an image of a person who is displaying the feelings that you want your audience to feel. So for example if you're selling a product or service aimed at a ladder-climbing corporate, use an image of someone who is evidently strong and confident. If you're trying to get donations for a fundraising campaign, use an image of someone who looks as though they're 'feeling' the problem of the cause. If you're selling a beauty product that makes someone feel confident, use an image of a man or woman without a care in the world.
This might sound too obvious to be true, but trust me it works!!
2) Use colour.
If you haven't already, it's worth doing research on how colours affect people's emotions. Often people go for the black and white landing page because it's clean and clear and easy to get your point across but using colour correctly can actually invoke emotion of your audience. For example using a green background or font makes a viewer feel calm and hopeful and red appeals to those who are passionate and energetic. Identify what you want your target market to feel, and then colour your landing page accordingly - there's lots of research online you just need to Google it.
3) Talk about benefits not features.
This applies in all areas of your marketing but on a landing page you only need one or two sentences to convert your ideal customer. Rather than talking about how fast your brand of car goes, talk about how much time it'll save it's new owner. Instead of talking about how delicious a good product is, talk about how it'll make family get-togethers easier or something similar! To be honest, nobody really cares about what you product does, they only care about what it can do for them. I've said it before and I'll say it again - humans are selfish creatures!
4) Create a problem.
Reminding your audience of a problem that they have, or indeed telling them something that they hadn't thought of creates emotional responses such as anger, agitation and impatience. Once these feelings have been experienced the person will then be in a hurry to solve the problem to get rid of the feelings. While it's not ideal to aim to make your target market feel angry, it's a great emotion to stir to make them buy. Again, with just a couple of sentences you can create a problem for them and then swoop in with the solution.
5) Emotional words.
Personally I'm not a fan of loading up your copy with emotional words as I think it looks fake and a bit tacky if not done correctly, but a few here and there is sometimes OK if done properly. You don't need to think too far out of the box here - Happy, Sad, Relaxed, Carefree, Delighted - some of my favourites that can all make the audience 'get it'
Hope that's of some help, I know that in the beginning I spent so long talking about my product and what it does, I didn't' actually focus on any of this at all which was really a missed opportunity!