Step 4: Answer the Question - What are the Risks?

Address possible risks of your audience

Why & What

Your landing page also needs to minimize the risk perception associated with your product/service.

Common risk perceptions are:

  • Hidden Costs: Whether your offering has hidden/extra costs for common usage features.
  • Refunds: Does your offering have a well-defined refund policy?
  • Suitability: Does your offering really address my problem?

Another way to reduce risk perception is to create familiarity with your offering. Describe the offering in familiar terms that brings it closer to the customer’s senses.

The most important factor that minimizes risk perception is social proof. (It also increases purchase motivation!) Common social proofs are customer testimonials, case studies, social media shares and posts, trust seals, awards/citations, etc.

For example, in the following button company is trying to address risk by giving free trial with no credit card.



  1. List and address (directly or indirectly) all extra costs associated with your offering. If there are no hidden/extra costs, say so on your landing page.
  2. Provide a link to your refund policy if it is a major concern with your target customers.
  3. Some highly technical or out-of-the-box solutions may require longer explanation on the landing page itself to
  4. Build Familiarity with your Product or Service by Bring Closer to Senses and Explain in familiar terms. For example Instagram is showing a photo of how their product will be used on iOS and android platforms, the use of filters and the kind of impact it will create on the photos clicked by users.
  5. You can add social proof in these ways:
  6. Customer Testimonials. Short quotes from happy customers preferably along with a photo, name, company, and job title
  7. Case Studies. Detailed description of customer experience linked to the short quotes in the Customer Testimonials.
  8. Social Media Shares. Social sharing buttons showing number of shares are a great new form of social proof. More the social media shares, greater is the credibility.
  9. Embedded Social Media Posts. Monitor your social media presence regularly to find tweets, Facebook posts, Instagram posts, etc. that positively reflect your brand. Once you have located such posts, embed them on your landing page.
  10. Number of Users. Listing your current number of users also increases acceptability.
  11. Trust Seals. Using symbols of applicable Trust seals help reassure site visitors that their sensitive information is secure.
  12. Awards/Citations. If applicable, listing awards and citations are great social proof.

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    No. Step Duration
    1. Answer the Question “What is it?” – Let’s start strategising your content for the landing page 30mins
    2. Answer the Question “Is It for Me?” – Is your landing page relevant for your audience? 30 mins
    3. Answer the Question “What does It Cost?” – Start taking care of concerns of your audience 20 mins
    4. Answer the Question “What are the Risks?” – Address possible risks of your audience 30 mins
    5. Answer the Question “What is the Next Step?” – Decide the action your customers should take 10 mins
    6. Create account on – Let’s get on the tool! 15 mins
    7. Create your page on – Time to create your page 1 hr
    8. Publish your Landing page – Publish your page! 15 mins