How to Write A Landing Page That Converts

Key Takeaways

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 six copy components of a landing page that converts [Music] 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 six 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 home page is what I like to call your PR site unlike landing pages and sales Pages a home page 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 homepage 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 one the copy needs to convey a clear and singular benefit 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're willing to give you their email address the number one question on everyone's mind is what's 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 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 visitor 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 is okay 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 old scare University 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 with 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 the technique that's been around for a really long time which means customers are kind of dated to anything that smells phony 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 to your own horn than say how great you are yourself landing pages are one of the very first touch points you have with your prospects so having social proof allows them to establish a positive association with you and your brand which increases the chances of them coming back even if they don't opt in 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 slid into your DMs like this one or this one thanks guys right back at you 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 the 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 can unsubscribe or cancel at any time and add in anything you can to let your visitors know that you've taken 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 deals to your site like McAfee secure and trusted site okay component number five a crystal clear call to action Studies have shown that you only have between five to ten seconds to convince your visitors to stay on your page before they bounce so it's 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 shieldini 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 opt-in form directly on the site try having a simple button with a clear CTA clicking that button will be your prospect's first micro commitment the resulting pop-up will then either ask for an opt-in 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 opt-in and buy and if you haven't read influence yet it's one of my top five favorite 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 on to the last component brand consistency this is one of the biggest blind spots 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 and 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 in overlap and messaging across all your 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 community indicated across the board alright there you have it guys the six components of a landing page that converts now I know that might seem like a lot for a 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 five 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 until then I'm Alex ciao for now whew lordy Lord