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.

So, we’re discussing that today in even great detail, all in glorious THX Certified audio goodness.

In this episode Brian and I discuss:

  • The ancient three-step art of creating compelling landing pages
  • How to know what your audience wants — even if you don’t have an audience
  • The single concept that makes every other part of your marketing click
  • How to beat better writers when it comes to conversion
  • Discover how to make great landing pages quickly and easily

Hit the flash player below to listen now:

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About the Author: Robert Bruce is Copyblogger Media’s Chief Copywriter and Resident Recluse.

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Comments

  1. Some great landing page advice in the podcast and I’m definitely looking forward to Premise. If you haven’t already, I hope you can get in touch with Grant about ensuring compatibility with Headway.

    • Hey Michael, good to see you! As far as compatibility goes, it’s already taken care of.

    • Hey Michael great news about headway and premise.. im looking to purchase a new theme and was looking at the optimizepress theme, however i came across premise through the headwaythemes forum.

      now im really interested in the power of premise along with the headway framework… and with version headway 3 coming along shortly… i would prefer to stick with HW.

      hmmm

  2. Split testing built into the WordPress interface? That sounds fantastic.

  3. Brian:

    I’m happy the radio show continued to cover the landing page topic from yesterday.

    How do you know the landing page is effective? Testing! Spit testing! Reviewing analytics. It doesn’t matter what the marketer, copywriter, client, etc., “ultimately” thinks. What does the data say?

    But before getting to measurement, the points you cover are great. Know your audience. This is one of the key provisions to good copywriting. What are their pain points? What motivates them? Hang around forums in your user niche, hang around social media, etc.

    J.D. Salinger could have continued to perfect better works in seclusion – similar to James Joyce (i.e. Finnegans Wake and Ulysses). In other words, Salinger gave up.

    I like the example of spelling errors saying, “turn over for winning lottery ticket.” I reminds me of a piece of copy by Joseph Sugarman. You could get so much off for finding each copy spelling error.

    I’m happy you emphasized research.

    Quentin Tarantino? Glad you mentioned Pulp Fiction. Quentin knew what makes the bad guys tick. You can see it in his films. He knows his audience.

    Well Brian. If folks listen to folks like you, Clayton Makepeace and his merry band of marketers, Ben Hart, and others in your group – they will be on the right road.

    Aristotle? Good ideas but one famous philosopher says he’s as “dry as wood”. I prefer Plato myself. Socrates is a better master of getting folks to the conclusion he wants.

    Randy

  4. Great podcast – I use WordPress to setup quick and easy LP’s all the time and then split test them. Used to test with Google Web Optimizer, but I find Visual Web Optimizer easier and more intuitive these days.

  5. Notes and thoughts after listening to the audio:

    “How do you know where to go when you don’t have an audience?” I’m buried under that one. I like the idea of a “Perspective audience” that is out there–they just don’t know it.

    I’m hoping you’re right and “Good copywriting just seeps into you.”

    The home page is Direct Response Copywriting (everything must connect to the action).

    1. Know your Audience’s Worldview: You are part of the audience, so know yourself.

    2. Frame: Lazer-focus that worldview. Narrow your story so people will pay attention and do what you want(thanks Aristotle).

    3. Premise: Execution–the audience takes action (hook, “Purple Cow,” USP).

    Thanks for your ongoing information, hope I got the main points right.

    Copyblogger is great. I’m still trying to figure it all out and each post and audio helps. Thanks.

  6. Robert, you’ve got the coolest job on the planet.

    Brian, you’ve got the coolest podcast show on the planet.

    If Apple were a blog, it would be Copyblogger.

  7. Understanding audience is so key to all aspects of marketing your brand online. I love that you find ways to incorporate this theme into everything you do, including pitch page design!

  8. The podcast is helpful. Hearing Brian riff on landing pages in audio makes it stick for me better than just reading.

    It’s funny for me to think about a landing page for a blog, since I grew up on the thought of a blog being a continuous stream of information that doesn’t ask for much but a blip of your attention.

  9. it’s a nice podcast. its necessary to create effective landing pages as it helps you to make more money. It becomes more important when you are in affiliate marketing business and landing pages works as golden coin in increasing sales

  10. Nice topic! thanks for the info.

  11. Here on Copyblogger you use landing pages for your main keywords. For a company site would a page describing a service that you offer to a particular audience also be considered a landing page. Multiple pages for different services and audiences.

    Sorry if its a basic question, just not too sure what landing pages for our company would look like.

  12. Quick question for Brian or Robert: would you say that “frame” is similar in concept and function to “storyworld” in fiction?

    Very helpful lesson.

    Jack

  13. Thank you for sharing this with us Robert.
    Especially like the streaming… I think we all have learned a valuable lesson from there.

  14. This is perfect timing for me. I am struggling with a landing page for my website. This information will help me make some much needed improvements. I am also reading: How to Take Your Landing Page
    From Good to Great.

  15. Great podcast on landing page! I mostly agree with two points: 1. Some may struggle with their landing page conversion because they have not defined their audience. 2. Picking a topic or industry you are familiar with by experience.