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TIMECODES:
00:00 Compare these two landing pages to see which one may potentially bring more conversions
00:41 Goal setting & audience
1:58 Value proposition
4:25 Social proof
5:00 Navigation
5:39 Landing page copy tips
7:15 Visuals
7:42 CTA
8:25 Design
9:52 Built
10:20 Analytics

On your landing page, your user has to:

- find themselves, see their pain points, relate to themselves
- understand how your product solves their problem
- what result they will get
- what they need to do next

My landing page tips:

1. Goal & target audience

This will help you estimate the lengths, tone of voice, choice of visuals, colors, brief for your designer, and all that jazz.

Ask yourself:
- Are they people who are ready to buy?
- Do they know a lot about your product?


2. Value proposition in the header

- No vague sentences: make it bold and clear statement
- No one cares about your product, everyone cares about how they can solve their problems with your product; show it in your header copy
- Let your customers create your headline copy
- How to choose a header. Create at least 10 different ones. Show them to your friends. Ignore their advice. Wait 24 hours. Ask which one they remember. That's your header.

3. Social proof

It does not necessarily have to be a long testimonial
- Show your reviews
- Display a social media feed with positive mentions

4. Navigation

- Make navigation as simple as possible
- Note: landing pages are typically scanned

5. Landing Page Copy

- You get 100 bucks for every word you rub out
- Don't overpromise
- Avoid passive voice
- Avoid words like unlock, unleash, enhance, exceed, empower, supercharge, etc. People hate them
- Write how you talk: casual, full of pronounces, short sentences
- Kill adjectives and adverbs. they are too hard
- Face objections: add a FAQ section

6. Visuals

Show your product in use, no need to be Van Gogh.

7. CTA

Your form should be as short and as simple as possible. Run an A/B test to see how shortening a form would impact your conversions.

8. Design

- In-house — expensive and mainly for SME and big players
- Freelancer — no guarantee the quality will be as you expect it, but still worth trying
- Agency — expensive, time-consuming, and no guarantee that the result will be great

Remember: a good brief means a good design project.

9. Built
- In-house
- Freelance
- Agency
- Landing page builders

10. Analytics

- Make sure conversion tracking is set properly
- Set KPI's before getting started
- Run user behavior testing and take the guesswork out of your design (for example, with Hotjar)
- Run tests to improve conversions: only if you have enough audience AND make sure you keep a record of your hypotheses and outcomes

I want to credit MarketingExamples. Most of the copywriting tips I've learned from them. https://marketingexamples.com/

ABOUT ME:
Hey there! I am a digital marketer with 5 years of experience in B2B marketing. At the moment, I work as a growth marketer. On this channel, I talk about all things marketing and share growth marketing career tips. Wanna talk more? Hit me up on LinkedIn: https://www.linkedin.com/in/elenabez

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