0
Ian Lurie
CEO
Portent Inc.
Thank you for joining us!
We’ll be starting in just a few minutes
#unwebinar @unbounce @portent...
Recording and slides will be emailed
by the end of the week
try.unbounce.com/for-copy-that-converts
See how Unbounce can help you quickly
build and publish targeted landing pages
(without having to code)
Stick around after...
#unwebinar @unbounce @portentint
Ryan Engley
Unbounce Director of
Customer Success
@ryan_engley
JOIN OUR
CHAT
ON
TWITTER
#unwebinar @unbounce @portentint
JOIN OUR
CHAT
ON
TWITTER
Ian Lurie
CEO
Portent Inc.
@portentint
#unwebinar @unbounce @portentint
10 RULES FOR LANDING PAGE COPY
THAT CONVERTS
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
THE SHORT
PITCH…
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
used to be…
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
…but now it’s LANDING
PAGES
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
R.O.T.I.
(that’s Return On Time
Invested)
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
LANDING
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
READING
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
THE PAGE IS THE
PRODUCT
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
SO SELL IT
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Buy our stuff! It rocks!”
why should I care...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Our widgets are better. Learn
why.”
why sho...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“A lighter, stronger widget will improve
you...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
PLAGUE WORDS
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Our product provides the added bonus of supe...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
The end result is superior safety.
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
It’s totally unique.
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
SOCIAL PROOF
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Not likely
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Endorsements
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Endorsements
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Endorsements?
what if no one agrees?
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Ah-HAH!
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“4500 current subscribers”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
TALK TO ME
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Our clients see higher conversions”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“You’ll see higher conversions. Our clients…”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Jonathan Abernathy saves money”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“You’ll save money”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Outperforms by 10% w/ 98% confidence
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
10TH
GRADE READING LEVEL
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
"10 gigabytes of RAM plus the new Incredifas...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“A faster processor and 10 gigabytes of RAM ...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Readability-score.com
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
NO DATA ON THIS ONE
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
BUT…
http://nces.ed.gov/naal/kf_demographics...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
THAT’S AVERAGE
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
THE BLANK SHEET OF PAPER
TEST
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
When written on a blank sheet of paper, your...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Supreme Court Tries Sodomy
probably not
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
Supreme Court Tries Sodomy Case
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“ADT Small Business Security Systems”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Lighter. Stronger. The H1.”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Lighter. Stronger. The H1 Cycling Helmet.”
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
SWING FOR THE FENCES
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
yeah baby!
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
don’t take my
word for it
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
“Don’t bunt. Aim out of the ball park.”
Davi...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
REPEAT THE OFFER
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
offer
offer
offer
+50%
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
offer
offer
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
FORGET THE FOLD
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
*'''Beschreibung''': 3 Tastenmaus von Micros...
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
304% lift
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
APPLY THE BREAKS
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
BONUS
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
THERE IS NO
CHECKLIST
#unwebinar @unbounce @portentint
10 Rules for Landing Page Copy That Converts
WRITE FOR ROTI
try.unbounce.com/for-copy-that-converts
Why use Unbounce
to build your landing pages?
Increase your conversion rates
with targeted pages & A/B testing
You’ll get better results
from your campaigns
Quit waiting weeks for your developers
Building pages
with Unbounce is fast
Build, publish and optimize
without having to wait for developers or designers
You maintain control
of your campaigns
10 Rules for Landing Page Copy That Converts
10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts

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Published on

In this Unwebinar, Ian Lurie will teach you how to write concise landing page copy to increase your conversion rates. Learn how to write persuasive and clear copy for your targeted marketing landing pages.


You'll learn:

-How to capture your readers' attention with a memorable landing page first impression
-The copywriting "plague words" to avoid
-The Blank Sheet of Paper Rule and why it matters to you
-How other great companies (like Basecamp) are making their copy stand out
-Why you need to forget about "the fold"

Published in: Marketing

Transcript of "10 Rules for Landing Page Copy That Converts"

  1. 1. Ian Lurie CEO Portent Inc. Thank you for joining us! We’ll be starting in just a few minutes #unwebinar @unbounce @portentint Ryan Engley Unbounce Director of Customer Success 10 Rules for Landing Page Copy That Converts In the meantime… Check out Unbounce’s first Call To Action Conference http://www.calltoactionconf.com/
  2. 2. Recording and slides will be emailed by the end of the week
  3. 3. try.unbounce.com/for-copy-that-converts
  4. 4. See how Unbounce can help you quickly build and publish targeted landing pages (without having to code) Stick around afterwards
  5. 5. #unwebinar @unbounce @portentint Ryan Engley Unbounce Director of Customer Success @ryan_engley JOIN OUR CHAT ON TWITTER
  6. 6. #unwebinar @unbounce @portentint JOIN OUR CHAT ON TWITTER Ian Lurie CEO Portent Inc. @portentint
  7. 7. #unwebinar @unbounce @portentint 10 RULES FOR LANDING PAGE COPY THAT CONVERTS
  8. 8. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE SHORT PITCH…
  9. 9. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts used to be…
  10. 10. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  11. 11. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts …but now it’s LANDING PAGES
  12. 12. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  13. 13. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts R.O.T.I. (that’s Return On Time Invested)
  14. 14. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts LANDING
  15. 15. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts READING
  16. 16. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  17. 17. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE PAGE IS THE PRODUCT
  18. 18. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SO SELL IT
  19. 19. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Buy our stuff! It rocks!” why should I care? there’s no ROTI
  20. 20. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Our widgets are better. Learn why.” why should I care? there’s no ROTI
  21. 21. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “A lighter, stronger widget will improve your profit and decrease maintenance lifecycles” now I care
  22. 22. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts PLAGUE WORDS
  23. 23. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  24. 24. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Our product provides the added bonus of superior strength.
  25. 25. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  26. 26. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts The end result is superior safety.
  27. 27. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  28. 28. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  29. 29. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts It’s totally unique.
  30. 30. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SOCIAL PROOF
  31. 31. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Not likely
  32. 32. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements
  33. 33. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements
  34. 34. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements? what if no one agrees?
  35. 35. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Ah-HAH!
  36. 36. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “4500 current subscribers”
  37. 37. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  38. 38. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts TALK TO ME
  39. 39. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Our clients see higher conversions”
  40. 40. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “You’ll see higher conversions. Our clients…”
  41. 41. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Jonathan Abernathy saves money”
  42. 42. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “You’ll save money”
  43. 43. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Outperforms by 10% w/ 98% confidence
  44. 44. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts 10TH GRADE READING LEVEL
  45. 45. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts "10 gigabytes of RAM plus the new Incredifast Processor running at 250mhz makes our phone the best-benchmarked available."
  46. 46. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  47. 47. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “A faster processor and 10 gigabytes of RAM put our phone’s performance ahead of the pack.”
  48. 48. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Readability-score.com
  49. 49. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts NO DATA ON THIS ONE
  50. 50. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts BUT… http://nces.ed.gov/naal/kf_demographics.asp
  51. 51. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THAT’S AVERAGE
  52. 52. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE BLANK SHEET OF PAPER TEST
  53. 53. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts When written on a blank sheet of paper, your headline or hero copy make sense to a complete stranger.
  54. 54. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Supreme Court Tries Sodomy probably not
  55. 55. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Supreme Court Tries Sodomy Case
  56. 56. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  57. 57. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  58. 58. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “ADT Small Business Security Systems”
  59. 59. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Lighter. Stronger. The H1.”
  60. 60. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Lighter. Stronger. The H1 Cycling Helmet.”
  61. 61. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SWING FOR THE FENCES
  62. 62. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  63. 63. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts yeah baby!
  64. 64. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts don’t take my word for it
  65. 65. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Don’t bunt. Aim out of the ball park.” David Ogilvy
  66. 66. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts REPEAT THE OFFER
  67. 67. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts offer offer offer +50%
  68. 68. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts offer offer
  69. 69. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts FORGET THE FOLD
  70. 70. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts *'''Beschreibung''': 3 Tastenmaus von Microsoft *'''Fotograf''': Darkone, 22. Juli 2005 this is a scroll wheel
  71. 71. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts 304% lift
  72. 72. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts APPLY THE BREAKS
  73. 73. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  74. 74. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  75. 75. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts BONUS
  76. 76. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THERE IS NO CHECKLIST
  77. 77. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts WRITE FOR ROTI
  78. 78. try.unbounce.com/for-copy-that-converts
  79. 79. Why use Unbounce to build your landing pages?
  80. 80. Increase your conversion rates with targeted pages & A/B testing You’ll get better results from your campaigns
  81. 81. Quit waiting weeks for your developers Building pages with Unbounce is fast
  82. 82. Build, publish and optimize without having to wait for developers or designers You maintain control of your campaigns
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