10 Rules for Landing Page Copy That Converts

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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 …

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"

More in: Marketing
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  • What do you sell?
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  • Ruben’s Vase

Transcript

  • 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. Recording and slides will be emailed by the end of the week
  • 3. try.unbounce.com/for-copy-that-converts
  • 4. See how Unbounce can help you quickly build and publish targeted landing pages (without having to code) Stick around afterwards
  • 5. #unwebinar @unbounce @portentint Ryan Engley Unbounce Director of Customer Success @ryan_engley JOIN OUR CHAT ON TWITTER
  • 6. #unwebinar @unbounce @portentint JOIN OUR CHAT ON TWITTER Ian Lurie CEO Portent Inc. @portentint
  • 7. #unwebinar @unbounce @portentint 10 RULES FOR LANDING PAGE COPY THAT CONVERTS
  • 8. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE SHORT PITCH…
  • 9. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts used to be…
  • 10. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 11. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts …but now it’s LANDING PAGES
  • 12. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 13. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts R.O.T.I. (that’s Return On Time Invested)
  • 14. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts LANDING
  • 15. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts READING
  • 16. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 17. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE PAGE IS THE PRODUCT
  • 18. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SO SELL IT
  • 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. #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. #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. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts PLAGUE WORDS
  • 23. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 24. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Our product provides the added bonus of superior strength.
  • 25. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 26. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts The end result is superior safety.
  • 27. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 28. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 29. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts It’s totally unique.
  • 30. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SOCIAL PROOF
  • 31. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Not likely
  • 32. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements
  • 33. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements
  • 34. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Endorsements? what if no one agrees?
  • 35. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Ah-HAH!
  • 36. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “4500 current subscribers”
  • 37. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 38. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts TALK TO ME
  • 39. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Our clients see higher conversions”
  • 40. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “You’ll see higher conversions. Our clients…”
  • 41. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Jonathan Abernathy saves money”
  • 42. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “You’ll save money”
  • 43. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Outperforms by 10% w/ 98% confidence
  • 44. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts 10TH GRADE READING LEVEL
  • 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. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 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. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Readability-score.com
  • 49. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts NO DATA ON THIS ONE
  • 50. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts BUT… http://nces.ed.gov/naal/kf_demographics.asp
  • 51. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THAT’S AVERAGE
  • 52. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THE BLANK SHEET OF PAPER TEST
  • 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. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Supreme Court Tries Sodomy probably not
  • 55. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts Supreme Court Tries Sodomy Case
  • 56. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 57. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 58. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “ADT Small Business Security Systems”
  • 59. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Lighter. Stronger. The H1.”
  • 60. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Lighter. Stronger. The H1 Cycling Helmet.”
  • 61. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts SWING FOR THE FENCES
  • 62. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 63. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts yeah baby!
  • 64. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts don’t take my word for it
  • 65. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts “Don’t bunt. Aim out of the ball park.” David Ogilvy
  • 66. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts REPEAT THE OFFER
  • 67. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts offer offer offer +50%
  • 68. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts offer offer
  • 69. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts FORGET THE FOLD
  • 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. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts 304% lift
  • 72. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts APPLY THE BREAKS
  • 73. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 74. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts
  • 75. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts BONUS
  • 76. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts THERE IS NO CHECKLIST
  • 77. #unwebinar @unbounce @portentint 10 Rules for Landing Page Copy That Converts WRITE FOR ROTI
  • 78. try.unbounce.com/for-copy-that-converts
  • 79. Why use Unbounce to build your landing pages?
  • 80. Increase your conversion rates with targeted pages & A/B testing You’ll get better results from your campaigns
  • 81. Quit waiting weeks for your developers Building pages with Unbounce is fast
  • 82. Build, publish and optimize without having to wait for developers or designers You maintain control of your campaigns