Purpose of a landing page

• address the marketplace
• show that you understand the problem your prospects are experiencing
• show that you have the best solution for them to reach their desired outcome
• show them you exist
• something to land traffic to
• About Us & Services so people know what you do – no other distractions

Content of a landing page  

Every step is designed to get people to read the next step

#1: Call out your audience (03:50)

• ATTENTION BUSINESS OWNERS
• ATTENTION: NEW YORKERS WHO WANT TO LOSE WEIGHT
• get people to raise their hands to say “that’s me”
• make everything that follows feel a lot more customized specifically to that audience you are talking to

#2: Demand their attention with a big promise / end benefit headline

• with a sub-headline to back up that promise
• your headline is read 5x more than any other copy on your page
• the headline is your opportunity to stop people and demand their attention
• e.g. Finally, a way to lose weight without spending hours on cardio every day

#3: Create irresistible intrigue to suck people into your sales message

• make 10-20 different variations of your headline and create irresistible bullet copy to dial up the intrigue about the problem they are going to be solving
• put the headlines throughout the page to suck people into the sales message
• e.g. a little known secret to achieve x that you don’t know

#4: Identify the problem

• illustrate to your prospects that you understand the problem they are experiencing
• describe the problem better than they can themselves to prove that you are an expert and the authority in the space
• put salt in their wound and let them know they need to take action
• it’s proven that people are more motivated to avoid pain than gain pleasure
• make them aware of all the pain points and that there is a better way to do things
• e.g. most business consultants are reliant off referrals.  They don’t have a proven system for generating leads into clients
  • do you wake up in the morning to find one or two unqualified leads in your inbox?
  • do you worry about where your next clients are gonna come from?
  • do you spend the weekends worrying about work when you can never really switch off to enjoy the fruits of your hard work?

#5: Provide a solution (10:15)

• get people to look at the more desirable after state that they are going to obtain
• e.g. we have got a proven roadmap / system that will have clients coming to you when they are ready willing and able to do business with you without you having to chase them

#6: Show your credentials (11:30)

• show that you are the best in your market
• show as many as possible to demonstrate how you are different and how you can help
• list out the results you have achieved for past clients
• use successful case studies / transformations of clients
• use testimonials
• show logos of clients
• show number of clients you have worked with
• show as seen in / press mentions (newspapers, blogs, etc)
• show awards / recognitions / memberships / badges / site seal certifications
• if you don’t have any of these, focus on other steps

#7: Detail the benefits (14:45)

• features tell and benefits sell
• focus on the benefits
  • e.g. fitter, stronger, sexier, richer, healthier, more freedom
• make them taste it
  • what if feels like of achieving the state that you are saying

#8: Social proof (15:30)

• use stats from authorities in your space
• make a quote

#9: Make your godfather offer (16:20)

• 99% of people get it wrong
  • the offer should be so good that the prospects should not be able to sleep at night if they don’t get it
• an irresistible offer people can’t refuse – so much value at such low price
  • “how can they offer this?  this is ridiculous”
• think of other things you can stack on
• has to be clear and easy to understand
• short and concise – say it in one sentence
• make it persuasive

#10: Add bonus (18:10)

• sweetener to add further value
  • e.g. free consultation, audit of their brand name, additional $1 for a $197 service

#11: Stack the value (19:10)

• itemize all the different value points (can even put a price point next to it)

#12: Reveal your price (20:05)

• make the price point seems like a no brainer
• offer $0 to pitch the initial consult where you will actually do the selling

#13: Inject scarcity (22:00)

• proven technique to get people to act
• limited offer
  • when things are limited people are really gonna take action
  • the doors are closing
  • there are 5 consults left
• if it is a free consultation and it’s free forever, there is no motivation for people to take action now

#14: Give a powerful guarantee (22:55)

• remove any resistance to purchasing something
• e.g. extend your service period for one month for free if things don’t work out as planned

#15: Call to action (24:05)

• don’t ask them to take action.  Tell them. 
• make it bold and throughout the landing page
• e.g. This is what I want you to do next – go ahead and book your 60-minute free consultation and I will speak to you shortly
• For consultants – in order to make a sale, it involves us getting onto the phone and speaking to people
  • the only call to action you want to have is to get on the phone to go thru a problem analysis then show them you got a solution

#16: The warning (25:00)

• what would happen if they didn’t take action
• e.g. this is something we are trialing over the next month, then after we are going to be charging for these consultations

#17: Close with a reminder (25.50)

• this is the 3rd most read content on the entire landing page
• it is the p.s. at the end of the page
• summarize all the benefits in no more than one paragraph