How to Craft Landing Pages that Work

Yesterday, Brian told you how to avoid hopelessly screwing up your landing pages.

But does that guarantee your landing page is good, much less great?

Survey says … not so much.

Turns out, Brian’s already told you about a three-step “big picture” approach to crafting copy that results in a killer landing page. You might have missed it because it was delivered under-the-radar. He does that.

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5 Landing Page Mistakes that Crush Conversion Rates

Image of Landing Page graphic

A landing page is a place you send traffic when you really want some action. And no, this has nothing to do with Craig’s List personals.

It can be a sales page, an email opt-in page, a video landing page, or even a content landing page designed to rank well in search engines. As you might have guessed, there are a lot of ways to screw these up.

Here are five of the most common mistakes people make with their landing pages. More importantly, I’ll tell you how to avoid making them yourself.

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Check Out the Lifestyle Theme for WordPress

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Whether you’re a one-person shop at a kitchen table, or the next Rupert Murdoch (or both), you need to start thinking like a media business.

Say you want to run an online magazine. Or maybe you’re a personal publisher executing on myriad ideas that need more options than a simple blog post can provide.

You’re covering multiple topics, in multiple formats.

You’ve got video, you’ve got text, you’ve got photos … You’ve got the idea.

How do you organize and layout all that content in a meaningful and attractive way for your readers?

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The Cinderella Guide to Radically Transforming Your Business

image of glass slipper

I grew up hearing the story of Cinderella, whose cruel stepmother forced her to work as a servant in her own home.

She spent her days tending the fire, washing and cooking for her evil stepsisters. She dreamed of a better life.

By the end of the story, Cinderella is queen. Her name is synonymous with radical transformation — going from the cinders to the palace.

Think transformation only happens in children’s stories? Cinderella’s metamorphosis follows a series of steps that can help you transform your business if you’re willing to give them a try.

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Copyblogger Weekly Wrap: Week of January 11, 2011

image of Copyblogger Weekly Wrap logo

I discovered this week that Copyblogger has strong fans among the 2-year-old set.

While working on the Wrap Thursday morning and clicking through posts on the homepage, my daughter Sydney became increasingly excited as I scrolled up from the bottom:

Look at that boy!

Ice cream!!

Flower!!!

Makes me wonder if we’ve done proper SEO for the terms “SpongeBob” and “kissing boo-boos.”

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Five Steps to Constructing an
Exceptional Content Experience

image of pair of wrenches

Remember when you could simply sit down and pound out your “web log” post in 10 minutes? Well those good ol’ days are over.

Today, millions of blogs and other types of content are competing for your readers’ attention. Slicing through the clutter means taking your content writing skills to a whole new level.

The best way to bring your A-game is to focus relentlessly on the fundamental mechanics of meaningful content.

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Why Every Smart Business is in the Media Business

Change … not the kind rattling around in your pocket.

We’re talking about the kind of change that keeps you up at night. The kind that makes you wonder why, for all your marketing efforts, not enough folks are finding and doing business with you.

What can you, the small business owner, do about it?

For starters, start thinking like a media company, because that’s the first step to reaping the huge rewards that come from content marketing. And it can work for any small business.

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Are You Creating Meaningful Content?

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Everyone’s creating all this online content, but does it matter?

More importantly, are you accomplishing your goals with the content you deliver, or are you simply spinning your wheels?

Well, if you’re doing it right, your content is highly effective and tightly tied to your ultimate objectives. Otherwise, you’re just filling up space on an ignored web page.

Content marketing
is the most effective and lucrative form of online marketing, because it not only works, it also builds a media asset at the same time. So it makes sense to understand exactly what makes content effective, right?

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What’s the Difference Between Content Marketing and Copywriting?

Content Marketing 101

From a traditional marketing standpoint, the answer to the above question is simple.

Content marketing is the creation of valuable content that has a marketing purpose. For example, my company creates an awesome special report, and we exchange it for your email address and your permission to educate you further about our stuff.

Copywriting is designed to get the reader to take a specific action. Sometimes that’s making a purchase, but it can also be confirming an email opt-in, calling for more information, or going into a store to check out the merchandise.

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38 Critical Books Every Blogger
Needs to Read

business books

Your blog is a business.

I’m not saying that your blog should make money. If you’re a Copyblogger reader, that’s probably already something you’re focusing on.

I’m saying that your blog (independent of the other parts of your business) itself has all of the components of a business:

  • You have an idea … that’s entrepreneurship.
  • You write content … that’s the product.
  • You build a list of subscribers and do some guest blogging … that’s marketing.
  • You have readers … those are customers.
  • You run analytics to see what’s working and what isn’t … that’s managerial accounting.

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