And it’s surprisingly easy to build.
With effective copy, a landing page is essentially a money-printing machine.
But let’s be honest, those templates the page-builders give you are junk.
They can help you set up a nice-looking landing page, but they don’t help you one iota in crafting compelling and conversion-focused copy.
I’ve audited over 200+ landing pages over the last 90 days.
Do you want to hear something crazy?
I’ve been seeing the top digital entrepreneurs using the same 7-part framework to consistently pull in email subscribers, generate leads, and (passively) sell their digital courses.
Steal this 7-part landing page framework to convert more subscribers and increase your digital product sales.
Every landing page needs an offer.
This can be a newsletter, cohort, or course offer.
It doesn’t really matter, but this offer announcement should be the first thing your reader sees. It should include the:
Every hero needs a foe.
With your landing page pitch, you need an enemy. This take the form of a problem.
The next section of your landing page is going to use psychology to create an battle within the mind of your visitor.
Don’t be clever here, clearly label out the problem your potential customer is facing. The more specific you can be, the more the problem will be magnified in his or her mind.
Identifying a problem isn’t enough to incentivize action.
What would it mean if the problem went unsolved?
This needs to be included in your landing page copy. When you articulate the consequences of the problem going unsolved you do a few things:
- You create a story (and stories are remembered better than stats)
- You hit the “emotion button” on the reader
- You make the problem real for the reader
This is crucial.
The classic script that I like to use is:
“Sure, you can let [problem] go untreated. But what will happen if you do? Soon, you’ll begin to notice [new problem 1] will start to arise. That might bring up [problem 2], etc.”
Take for instance the copywriting masterclass, digital writer and entrepreneur, Dickie Bush illustrates below when he labels out the problem (see: “bad habit”) and then illustrates the consequences of that problem going unsolved:
Every landing page needs that “ah-ha!” moment.
This comes in the form of the transformation story.
Did you make a discovery that helped you solve this problem? Did you see someone else from afar make the discovery? Did you have an epiphany and test your hypothesis?
Share your (or your subject’s) transformation story in the next section.
We can see online writer, Kieran Drew nail his story telling (and epiphany moment) here. He takes you through his struggles and then right before the reveal, he introduces his “ah-ha!” moment (see: I stumbled across and idea that changed everything):
No landing page is complete without social proof.
Social proof is the psychological mechanism that tells the reader, “well others are doing it — it must be worth it!”
This is your ticket to start the convincing.
The more positive social proof you have, the better (obviously).
Pro tip: if you’re struggling to get social proof, offer “free” courses to your audience in exchange for a testimonial. This helps you get your social proof off the ground.
Most people will include their social proof in the form of testimonials (recommended). I enjoy this fun take on social proof done by financial wizard and Twitter creator, Kurtis Hanni (he’s shown the social proof by using a screenshot of his cohort).
Now is time to put your money where you mouth is.
Reveal the “package” that provides the transformation that you outlined.
This is your:
Or whatever product or service you’re trying to sell.
This should include: a picture of the product or service, what the customer is getting (“how it works”), the price, any “free” bonuses (recommended), CTA (“buy now”).
It’s very important to clearly articulate everything. Don’t try and be clever with the offer. Make sure your presentation reiterates the transformation (benefits) to the potential customer. Digital creator, Dan Koe has a clear offer on his landing page for Modern Mastery. Take a look:
Just making your offer isn’t enough.
You have to give your potential customer an ultimatum. They can do one of two things:
- They can purchase your product
- They can leave the page
But it’s important to illustrate what will happen when the reader does one or the other. Hammer down what will happen if they don’t purchase (again, a little consequence amplification). Also, reiterate the transformation that will be coming their way should they purchase.
- Make the offer
- Introduce the problem
- Amplify the consequences
- Share the transformation story
- Add testimonials and social proof
- Reveal the offer (with any bonuses if applicable)
- Finally, make an ultimatum for the reader to incentivize action
Literally add these different sections on top of one another in a sequence to build a landing page that (basically) prints money.
Check out this free resource that walks you step-by-step towards making your first $3,000 online — regardless of your experience — in my free guide.
Author: Jon Brosio