When it comes to landing pages for lead magnets (i.e., the ebook or video you offer to get people to sign up for your list), I’ve listened to enough calls and read enough ebook to last a lifetime… maybe many lifetimes.
Here’s some of the advice that’s out there:
“Just put the name of your lead magnet and maybe a tagline.”
“Include compelling bullet points so readers will be motivated to sign up.”
“Use a red pointy arrow.”
“Use hand-drawn arrows.”
“Use a blue background.”
“Use a video. People are visual these days.”
“Never use a video. Who’s got time to listen these days?”
If you’re feeling dazed and dizzy, you’re not alone.
As a copywriter, I believe you can’t consider copy and environment in isolation. In fact, I like to say that …
“The copywriter is the quarterback and the designer is the offensive lineman. The copywriter directs the flow of play and sends the ball to the endzone for scoring. The offensive lineman (that’s the guy in the movie Blindside) makes sure the quarterback gets through.
So in a landing page (or website or sales letter), the design will create a mood and feeling so the audience will be receptive to the message. But the message really drives the action.
What made me think of this? I was talking to a really good marketer who pointed to her landing page. “See?” she said proudly. “Simple. Just the title. Sign-up box on the right.”
She was absolutely correct.
But, as a copywriter, I could see why her page was drawing sign-ups the way a plate of fresh-baked chocolate chip cookies attracts everyone in sniffing distance.
Her title was something like “How to grow your list by 30% in one week without advertising.”
That’s what worked.
Would she have gotten as many signups with an old-fashioned, ugly page instead of a spiffy Lead Pages layout?
In a few markets, the outdated-and-ugly look actually works. Their audience feels intimidated by pages that look sophisticated and expensive (even if they’re not). I know several people who haven’t updated their websites since George Bush was president and they’re doing just fine.
For most markets, you need to have a look that’s congruent with your message: contemporary, smooth and confident. Certain layouts tend to work better than others. That’s what’s nice about Lead Pages: they take out a lot of guesswork.
But what’s hitting the bullseye?
It’s the promise you can deliver and an audience that’s excited about the promise and believes you can deliver it. And the words to write that promise clearly and succinctly.
After that, you can dig into the background, arrows, layout and button color that will let nothing come between your audience and your promise.
And I’ve identified 9 things you can do today – in an afternoon, probably – to get more qualified leads from your own
landing page. Get them here.