Based on Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley and published by Wiley. For more info, visit: http://bit.ly/1xPCWYi #everybodywrites

1. Convert your browsers into buyers (or subscribers)
or at least further your relationship with them.
PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE

2. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
MATCH THE MESSAGE TO THE PROMISE
If you pitch promises something your prospect or customers
wants, make dead sure that the visitor receives it—immediately.

3. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
• In a study of 150 landing pages, the most successful pages matched
the promotion copy in an email’s call to action.
*Silverpop study
• 45% of the evaluated pages failed to repeat the email’s promotion
copy in the headline.
• If you sell someone on a promise, make sure that the first thing they
experience after taking action based on your promise doesn’t tell
a different story.
MATCH THE MESSAGE TO THE PROMISE

4. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
DELIVER AWESOME
Be sure that the content you produce as a landing-page download
is valuable. Will your prospects love it? Or is it lame?

5. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
AVOID TMI
TRYING TO CRAM AS MUCH AS POSSIBLE ONTO ONE
PAGE PUTS THE BURDEN ON THERESPONDENT TO
SIFT THROUGH IT. UNFORTUNATELY, MOST OF THE
TIME THEY’RE JUST NOT THAT INTO YOU YET. ”
“
–SCOTT BRINKER, ION INTERACTIVE

6. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
“YOUR SOUL MATE IS OUT THERE (AND I’LL HELP YOU FIND HIM OR HER!)”
“BOXED WATER IS BETTER”
KEEP YOUR HEADLINE BENEFIT-DRIVEN
Reiterate what’s awesome about your offer by telling customers what’s
in it for them. The best headlines are those that humans (not just search
engines) love.
“CREATE SUCCESSFUL SOCIAL MEDIA CAMPAIGNS FAST”
“THE 10-MINUTE GUIDE TO GROWING GIANT PUMPKINS ON A CITY BALCONY”

7. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
SUBHEADS AND COPY.
BE BRIEF (MOSTLY)
Subheads beneath the headline is a good place
to explain the key benefits of your offering.

8. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
USE SECOND PERSON PLUS ACTIVE VERBS.
Speak to landing page visitors directly (lots of “you” and “your”)
and use active verbs to march your tone to theirs.
YOU
&
YOUR

9. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
BE BLINDINGLY OBVIOUS
Put your call to action in an obvious place, and play around with what
language works best. Some research suggests that landing pages with
submit buttons labeled simply “Submit” tend to perform worse than
those that invoke more actionable wording.
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10. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
SHOW, DON’T TELL
Use colors and icons.

11. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
KEEP THINGS SIMPLE
Solicit only the most relevant information
via the form you ask you visitor to fill out.
Entice, don’t irritate.1. 2. 3.

12. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
USE TRUST INDICATORS AND SOCIAL PROOF TO REDUCE ANXIETY
TESTIMONIALS
PRESS MENTIONS
THIRD-PARTY TRUST
SECURITY VERIFICATION
SATISFACTION GUARANTEES

13. PUTTING TOGETHER
AN EFFECTIVE LANDING PAGE
TEST
Your products and services are unique, and so is your audience.

14. YOU’RE ON YOUR WAY TO A BETTER
LANDING PAGE ALREADY. AFTER ALL,
EVERYBODY WRITES.
everybodywrites.com
#everybodywrites