ASP 43: How to Create Kick Ass Landing Pages
Quote of the Day:
“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.”
– Seth Godin
As an author and entrepreneur, you’ll need to create landing pages for your readers and followers to take action on everything from downloading your lead magnet to buying your books and courses. A well-crafted landing page makes the difference in whether or not you’ll build your list, make a great income, and grow your business.
In this episode, Steve, Ron, and Barrie discuss the different kinds of landing pages, how you should use them, and how to build the kind of pages that compel people to take action.
What is a landing page?
Anywhere you land on a website is a landing page. Basically, it’s where you drive traffic for a specific reason.
A landing page needs to match what you say it would. There should be no bait and switch.
The 5 purposes of a landing page according to Seth Godin:
- Get a visitor to click (to go to another page, on your site or someone else’s)
- Get a visitor to buy
- Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
- Get a visitor to tell a friend
- (and the subtler) Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback
The different ways landing pages can be used, particularly for authors.
A landing page can help potential buyers make a decision and prevent analysis paralysis.
Landing pages help build your email list.
Examples of landing pages:
- Squeeze pages ask for name and email
- Landing page with a comment section asks people to share or get feedback
- Long-form sales page could describe everything about your book and the purchase details
- Landing page that serves as a sales page
Landing pages get more important as you develop other products aside from your books.
The more expensive the product or service is, the more robust the landing page has to be. It has to answer questions and provide proof such as testimonials.
Copy versus design
There are beautiful landing pages that don’t convert well and “ugly” ones that do very well. Just make sure that your landing page is mobile-responsive.
Find out what your audience responds to and do a split test to make landing pages perform better.
Survey the people you’ll be promoting to. Ask them about their challenges. Use their own language in the copy.
How to craft engaging headlines that move the reader down the page.
The headline is the most important part of the landing page. It must call out to your customer avatar and get people to check out the rest of your copy.
Remember that your headline should sell the desire or emotion and not just the product.
Tips for writing a great headline:
- A “how-to” headline usually works best.
- Build a swipe file that you can refer to.
Resources for Writing Effective Headlines:
The main elements of a winning landing page.
Body of the copy:
Write around the fifth grade level. Use plain language that anyone would use. The Hemingway App is a useful app that can help you write simple and effective copy. Be careful not to use jargon. Speak to a broad audience so you won’t alienate them.
The copy needs to flow in a way that tells a story. Include elements of John Carlton’s AIDA in your copy.
Benefits and features:
Focus on the benefits not the features. Touch on the readers’ emotion and desires. Answer “What’s in it for me?” for the readers. Use the Evernote app to save any good piece of copy you find online
Compelling proof and elements of trust:
- Video or screenshots that show proof
- Testimonials with accompanying photos
- Add a comments section
- Social proof: where you’ve been seen or been featured on
- Trust icons: reliable brands that put people at ease
Call to action:
- Make your call to action compelling, easy, obvious and visible (preferably above-the-fold).
- Pay attention to the copy on the button: “Free Instant Access” or “Get Your Free Download Now”
- Don’t ask for the sale until after you’ve done your job (of convincing) people.
The 3-day Money-Back Guarantee: People want the opportunity to get their money back. It helps push people, especially those who just want to test out the product, to make a purchase decision.
For authors, the Amazon book page’s book description is an important landing page.
- Use a great headline.
- Use bullets and emphasis on certain text.
- Include a call-to-action at the end of your book description.
Where you can learn copywriting skills for your landing pages.
- John Carlton
- Ray Edwards
- Smart Blogger
- Men with Pens
- The Copywriter’s Handbook by Robert Bly
Other resources for creating landing pages:
The importance of testing and how to do it.
Create A/B versions of your landing pages and perform a split test.
The same resources above can be sued to perform split tests for you.
When split testing, change and test one thing at a time.
Important takeaway: Mobile responsive pages and site speed are important factors in the success of your landing page.
Join us for this live Master Class!
Discover Steve’s proven strategies to find a profitable niche and double your book sales this year. Go to Authority.Pub/LIVE to learn more.
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