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We’ve all been there.

You just spent hours writing and rewriting your landing page, excited for the new leads ready to make it rain on you. 

You do all the prep work, proofread and hit publish – getting your dopamine rush for the day.  

An hour passes by with no conversions…but it’s okay, you tell yourself. People just need time to digest the incredible offer you’ve laid out for them.  

At the 3-hour mark your only leads are you and your mom, because god bless mothers (the good ones at least) for their never ending support.

Obviously I’m just exaggerating for the sake of storytelling, but making landing pages that don’t convert can be disheartening. 

Don’t worry, I’ve been there too. Honestly, I still make crap landing pages occasionally, but let’s not focus on that part. 

I’ve distilled my personal landing page strategy into an easy to follow mini-guide of sorts.

Let’s dive in. 

All About the Headline 

Instapage has the art of simple and easy to understand down.
When it comes to creating your headline you should ask yourself a couple of important questions. 
  1. Does my headline capture the entire essence of what I’m offering?
  2. Is it memorable – If a visitor leaves my page, will they have a solid takeaway that lingers in their mind? 
  3. Does it contain my brand voice? 
  4. Does it resonate with my business vision? 
  5. Is it easy to understand? 

Learning to write solid headlines could make or break your content marketing and landing page strategy, so you want to lock down that skill ASAP.

To quote the O.G Don Draper, David Ogilvy:
 
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
 
So you better make sure that your headlines make some heads turn.
 

Include Accessible Calls to Action (CTAs)

Not to be vain but the CTAs on my services page are a decent example to use imo.

If a customer is ready to hit that *Buy* button after just reading your headline, wouldn’t you want to capitalize on that initial impulse? 

Of course, your content should still be solid and provide exceptional value to any reader, but if they just want to buy what you’re selling, what kind of monster would you be to complicate that process for them. 

Give customers top-level CTAs that help them get to where they want to be without too much friction. Whether that’s a “Buy Now” or “Sign Up”, you want to make sure that they can do that without having to read through your entire copy. 

However, if they do choose to read through your entire copy, make sure you build additional touchpoints elsewhere on your page to move them onto the next step of their journey. 

Tell Customers Why You Should Be Their First Choice

Solid Value Proposition from BigCommerce

Landing pages and owned content in general are not a place to shy away from making bold statements. 

You’ve done the hard work of getting people to view what you’re offering, so you have to make it count. 

This part of your landing page should ideally be as close to the top as possible and include 2-3 key reasons why people should consider buying your product or service.

Visualize yourself pitching to a client, where you only have 10 seconds to impress. What would be the main points you want them to consider with respect to your offer?

Will your product help them achieve a new level of happiness? Or maybe it’s meant to give them a sense of indulgence without breaking the bank? (Maybe it can even save their GPA?)

Whatever you decide to pitch here, make it pack a punch.

Be ready to stand by whatever you say and prove it. There’s no point in making big claims if you can’t deliver a quality experience for your customer at the end of the day. 

Keep It Simple Stupid

CodeAcademy telling us our stupidity doesn’t matter

Simplicity is undervalued.

If something in your copy doesn’t prove that it belongs on the team, drop it from the draft. There’s no place for slackers on team killer copy. 

Most customers don’t have the patience or attention span to read through a lecture. If they want a highly detailed understanding of what you’re offering, they’ll likely just hop on YouTube or my personal favorite review site, Reddit. 

Your job isn’t to bore them with details. 

Your job is to make their understanding of your product so buttery smooth, that they’ll smash that Buy button before they can even say Becel. 

Get Personal

BuyMeACoffee placing themselves in your shoes

Gone are the days where businesses are these untouchable monoliths that people can’t relate to. 

Every company from Coca Cola to BlackBerry has an online persona that they’ve built their brand around. There’s no reason for you to not give your customers that personal touch. 

At a time when small business owners are getting shafted by misguided decisions by public officials, it’s up to you to show your customers the human side of your business. 

Be personal, be open, get emotional. Show your customers that when they deal with your company, not only do they get exceptional products, but they become a part of a community. 

After all, what’s the point of creating your kickass landing pages if no one wants to stick around afterwards? 


Creating landing pages can be daunting but I hope that the points discussed here give you some food for thought the next time you take a stab at drafting one. Feel free to say hi and get in touch if you enjoyed the read.

And if you want to discuss your business needs or just can’t be bothered with drafting landing pages for yourself, I’ve got you covered. 

Leave your information below and I’ll get back to you as soon as I can. 

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