Your landing page is the single most important
part of your sales funnel.
If you double your conversion rate, you double
your leads and yes, double your business.
So, here are my 6 copy components of a landing
page that converts.
Hey guys, Alex here.
This video is a long time coming, some of
you have been requesting for me to do this
one for a while.
Well, I heard you loud and clear.
This week, I’m revealing the 6 key components
that I include in every single landing page
that I write to convert visitors into leads
like crazy.
These components are especially relevant to
what today’s customers demand — high value,
more transparency, and zero fluff.
So whether you’re a freelance writer working
with clients, or writing your own copy, a
different landing page should be used for
every single one of your marketing campaigns
and traffic sources...
It’s how you build your list, which is the
most valuable asset you can have as an online
entrepreneur.
The purpose of your landing page is to give
your visitors something for free that demonstrates
the quality of what your business offers in
exchange for their information.
Now this is typically a user’s email address,
which you can collect through a lead-capture
form, but you might also be asking for their
phone number or permission to contact them
over Facebook Messenger.
Whatever your desired outcome, the goal is
to create a list of engaged subscribers, nurture
a high-value relationship and convert the
right prospects into customers through your
marketing.
Now it’s no secret that businesses capture
leads at a higher rate by sending prospects
to highly-targeted and relevant landing pages,
rather than to simply their own home page.
Now those are two very, very different marketing
tools.
A homepage is what I like to call your “PR
Site”.
Unlike landing pages and sales pages, a homepage
isn’t primarily used for conversion.
Instead, it features your brand, tells your
story, and builds trust and credibility.
This is how people learn more about you and
your business, which is great for cold organic
traffic.
Landing pages, on the other hand, have one
single purpose — to build your list around
a singular benefit or solution.
They are used for conversions, and are built
for direct traffic, either paid or endorsed
affiliate traffic, to capture a visitor’s
information.
While home pages are incredibly important
to your brand and business, this is not what
this video is about.
If you’d like to see a video where I go
through the key elements of an effective PR
Site, comment below right now and let me know!
And, if you want to learn more tips and techniques
on how to write powerful copy....
I release a new tutorial every single week
on everything from sales pages, to email marketing,
to headlines, and more.
So be sure to hit subscribe below so you don’t
miss any more videos from me.
Alright, so let’s learn how to write a landing
page, shall we?
These are my six must-have copy components
for a landing page that converts.
Okay, so component number one.
A free high-value promise
Give what you would want to receive.
It really is that simple!
Your landing page gives your brand a one-shot
opportunity to demonstrate the value of your
product or service... and earn your prospect’s
trust from day 1.
The copy needs to convey a clear and singular
benefit that your visitor can expect after
consuming whatever free content you’re giving
away – and it needs to be good but not hypey
or unbelievable.
Listen, your audience is getting more and
more savvy.
What used to seem like a no-brainer, sharing
their email address has now become a heavily-weighted
decision.
They know why you want it and what you plan
to do with it.
There is a TON of valuable content available
for free out there, which means your leads
are expecting some good stuff if they are
willing to give you their email address.
The number one question on everyone’s mind
is “What is in it for me?”
So, make it worth their while and offer them
something of HIGH value.
And guys… high-value means something your
prospects would actually consider spending
money on, not some arbitrary price tag value
that you scratch out with the word free.
And lastly, be sure to DELIVER on your promise
immediately.
Make sure whatever you’re providing in exchange
for an email address offers insanely great
value up front.
Even though what you’re offering is free,
it should absolutely deliver results.
In fact, you should be giving away your BEST
stuff for free.
It’s how you turn your leads into raving
fans and lifelong customers.
It’s the law of reciprocity at its finest.
Okay, so component number two, a strong reason
why.
Even when you’re offering your visitors
something for free, you still need to address
that inner critic.
They want to know why you’re giving it away
and why they should take action right now.
So once you build up the value of what you’re
offering, the next question you want to answer
in your prospects minds in “Ok, if this
is so valuable, why are you giving it away
for free?”
And the simple answer is usually the best
one.
“I want you to experience my work, because
I know once you do, you’ll be hooked and
you might even buy something from me”...
Or, “the feedback I receive about this free
gift is so positive that I wanted as many
people as possible to be able to get these
results.
Because I know once you do, you’ll stick
with me for life”...
Justifying your offer is a key component in
online marketing that is so often overlooked.
Including an authentic reason for a discount
or freebie helps to build trust and rapport
with your audience.
Then, you can follow up with the reason they
need to act right now.
This is where you can play with good ol’
scarcity.
Scarcity is one of the most effective techniques
for increasing your conversions.
For example, maybe your giveaway is only available
for a limited time or while it’s in stock.
Or you could offer a bonus gift or upgrade
to the first 100 leads that opt in.
If you’re offering a product or service
as part of a real-time campaign, you could
weave in some time scarcity into your copy
with something like “this offer is only
available for the next three days”.
Whatever it is – include an authentic reason
why you’re limiting the offer.
And the first rule of using scarcity is to
make sure it’s true.
Scarcity is a powerful way to persuade, but
it’s a technique that has been around for
a really long time, which means customers
are kind of jaded to anything that smells
phoney.
The last thing you want to do is to lose your
audience’s trust and make them feel betrayed
by your false sense of urgency!
So, if you are writing a completely evergreen
landing page where there is no scarcity, don’t
make it up.
Rely on one of the other powerful copy components…
like this one...
Authentic social proof.
I do this, you do this, everyone does this
— we rely on social cues from others on
what to think, feel, and do in a lot of situations.
And not just anyone, but the people and sources
that we relate to or who we feel are similar
to us in some way.
Social proof allays any fears or doubts your
visitors have about committing to your offer,
and builds authority for your brand.
It’s also an authentic way to get your prospects
to get to know you.
Because it’s so much better to have other
people toot your own horn, then say how great
you are yourself.
Landing pages are one of your very first touch
points you have with your prospects.
So, having social proof allows them establish
a positive association with you and your brand,
which increases the chances of them coming
back — even if they don’t opt in that
moment.
So be sure to show your visitors how others
have benefited from your product, service
or content.
Gather up your best user testimonials and
feature them on your landing page with permission
of course.
Another way to use social proof is to showcase
the size of your social following, feature
recent comments from your followers, or include
screenshots of positive reviews that have
slid into your DMs.
Like this one, or that one or this one.
Thanks guys, right back atchya!
Also, if you’ve received any press coverage,
you can include an “As Seen On” logo panel
or screenshots which you can link directly
to an article or story.
Be sure to communicate social proof throughout
your entire landing page, and especially right
before you present the offer or call to action.
And remember — use only real social proof!
Stay classy, guys.
Okay, component number four, trust factors
I have seen many landing pages that put so
much focus on the design that they forget
to build trust with their visitor first.
So write your copy, then design a landing
page to support your copy and strategically
work in social proof and trust factors.
Some of these factors include a privacy promise
on your opt-in form, a clear statement on
how you’ll use your prospect’s email address
and what they can expect to receive from you,
and a reminder that they’re can unsubscribe
or cancel at any time.
And, add in anything you can to let your visitors
know that you’ve taken the measures to secure
your landing page and that it’s completely
safe for them to visit!
Like using a secure domain or adding third-party
trust seal to your site, such as McAfee Secure
and Trusted Site.
Okay component number five, a crystal clear
CTA.
Studies have shown that you only have between
5-10 seconds to convince your visitors to
stay on your page before they bounce.
So it is absolutely critical that you make
it clear what your offer is and how they can
get it in the simplest possible way.
Your call to action needs to be front and
center, leaving no room for confusion on where
your prospect should click next.
So keep your CTAs easy to spot and use.
And if your landing page features a quiz or
some other form of multi-step interaction
— break that process into smaller steps.
According to Robert Cialdini in his book Influence,
having your leads make a series of micro-commitments
will increase their likelihood of conversion
based on the principle of Commitment and Consistency.
So, for example, rather than have your optin
form directly on the site, try having a simple
button with a clear CTA.
Clicking that button will be your prospects
first micro-commitment.
The resulting pop-up will then either ask
for an optin, or take them to the first question
in a quiz with each step serving as yet another
micro-commitment, until ultimately asking
for the email address.
Now, I encourage you to look for other unique
ways you can employ the principle of Commitment
and Consistency in your marketing.
And remember, the more clicks they make, the
more likely they are to optin and buy.
And if you haven’t read Influence yet—
it’s one of my top 5 favourite books that
I recommend if you’re looking to get into
the copywriting business.
If you want to find out what the other four
are, you can watch that video next.
So I’ll be sure to link to that at the end
of this video.
And moving onto the last component, brand
consistency.
This is one of the biggest blindspots in marketing
and you’d be amazed by how many copywriters
and businesses fail to do this!
Brand consistency is critical to locking down
a prospect long term.
The market is growing more and more cautious
and intolerant of any inconsistencies in the
promises you make and the languaging you use.
And it happens a lot, especially when there
isn’t a clear brand voice communicated between
the team members who are in charge of your
different marketing channels and campaigns.
If there’s a disconnect between what your
ad, or email, or content piece promises and
what your landing page delivers — you might
as well have a broken website because they
are Xing out immediately.
And worst of all, you’ll lose any chance
of converting that visitor into a customer.
There must be congruence and overlap in messaging
across all you marketing touch points leading
up to your landing page and the promise you
then deliver.
And the same rule applies to the rest of your
pages, your social media accounts and your
customer service.
So make sure your brand has a distinct and
impactful voice that can be consistently communicated
across the board.
Alright, there you have it guys.
The 6 components of a landing page that converts.
Now, I know that may seem like a lot for short
landing page - but keep in mind, that many
of these components can be checked off the
list with just a few short words.
So like any copy, it’s important to be concise
and 100% clear on WHAT you offer.
Like the famous Albert Einstein once said,
if you can’t explain it simply, you don’t
understand it well enough.
And if you don’t understand it, your audience
won’t understand it.
Got it?
So if you found this video helpful, please
give me a thumbs up below!
And next up, be sure to check out my Copywriting
Tutorial on How To Write Sales Copy That Sells
and my video on my 5 favorite copywriting
books.
You can watch those here and here.
And of course, be sure to subscribe I release
a new video every single week!
Untll then, I’m Alex. Ciao for now!
