Hey everyone, Jason here, digital marketing consultant and in this landing page, best
practices guide.
You're going to learn the 20 steps you should go through to putting together your landing
page, timestamp table of contents in the description, along with some other helpful links to actually
choosing your landing page software, of course, building your landing page and the sales copy
here.
We're going to be going through these 20 steps.
It's going to be the five keys for above the fold.
We're going to go through the five elements you need.
And of course the five answers and questions, and we'll be using some actual case studies
of real live landing pages to illustrate how these work in the real world.
So let's go ahead dive right in.
The first thing we want to talk about is above the fold.
Now what above the fold is, is when your landing page loads, everything that your new site
visitor can see before they have to scroll.
And there are five keys to success that you need to follow for any type of landing page,
regardless of how long the length is.
So the very first key is congruency.
Of course, you've probably clicked a link before and then gone to another page and just
had this kind of disjointed reaction where you go, what is this site?
How did I even get here?
So we don't want your website visitors to feel like that.
So you want wherever your ad or blog post or YouTube video looks like to be very congruent
to where the landing page is.
So it makes it feel like a natural progression as opposed to someone hitting your page and
going wo, where on earth am I?
So the second key to success with above the fold is making sure that you're speaking to
one person, you don't want to try and speak to multiple different types of visitors.
You want to be very focused with your landing page.
The third key to success here is making sure that you have a clear call to action.
And that call to action for key to success.
Number four is a minimal commitment.
So what this means is when you drive someone new to a landing page, you don't want to immediately
say, Hey, why don't you whip out your credit card, give me $5,000 and I'll make your life
better, right?
Like nobody would do that.
So we want to make sure that whatever we're asking our visitors to do is very clear with
our calls to action.
We'll get into examples of that, but also it's not a huge step forward, where we're
just going to ask, Hey, why don't you do this little thing?
And then we can go from there as opposed to just jumping to, Hey, buy my stuff and give
me a couple of thousand dollars, right?
Or however much your product is, the fifth key to success here.
And this is all above the fold.
We'll go through two live case studies in a moment is going to be the length.
And that is less is more here.
So when it comes to creating your landing page, the question isn't how much information
can I fit on this page?
The question should be, what's the minimum amount we can do on this page to get that
commitment and action that we're looking for?
So with that, let's go ahead and go through two long form of landing pages.
And then later on in the other steps, I'll go through some shorter form landing page.
Now this first one is from mindvalley.com, where they have a web masterclass where they're
teaching about their Lifebook product.
So the landing page is actually very long, but we're just going to focus on above the
fold.
So what we see when we first hit the landing page, and the very first thing we see is the
two hosts of the masterclass and the fact that this is called a masterclass, well, I
can't show the actual ad, it did have the two of them in it.
And it did make it very clear, it was a masterclass.
So there's congruency between where people came from and where they ultimately landed
here on the landing page.
The next step here is the key to success is the avatar.
And it makes it very clear that this is for someone who doesn't have a direction or purpose.
There are a lot of type A, personalities out there who have their goals and are looking
to achieve them.
So someone who already has their goals figured out, and they don't have a lot of self-doubt,
this isn't going to speak to them.
So the landing page is immediately letting those people know this isn't for you.
Now, when it comes to the action and the commitment, it's very minimal, the action is very clear,
a giant yellow reserve now button shows that this is the action that needs to be taken
on this page.
And the commitment is minimal because they're only asking for the name and email.
Now the final one here is going to be the length.
And here, the rest of the page is focused on building rapport and authority.
So there's a lot of information about the two presenters and how this has been helpful
for other people.
Now, this next one is a completely different niche.
This is going to be stock investing.
And so this is from Jason Bond and you'll notice the layout of this page is very similar
until we get to the last key, which is going to be the length.
So the first key we have is congruency.
And on this page, the video that starts auto-playing is one of his YouTube ads.
So it's very clear that they watched a YouTube ad, and now they're watching the same video
on the page.
So the next one is going to be who is this specifically for?
You'll see that it talks about increasing your portfolio's performance.
Well, if you don't have a portfolio, then this obviously isn't for you.
And so that's immediately letting know everyone who is a beginner and is just getting started,
trying to figure this whole thing out, that this isn't for them.
Now, when it comes to the action, it's very clear, join now.
And then when it comes to the commitment, we're just asking for a name and email.
Now, when it comes to length, something that's different with this page versus the mind Valley
one, is this page is very, very focused on building trust.
And so the reason that the fifth key is about length is because you want to look at everything
above the fold and say, okay, what else would I have to put on this page for those who are
a little more skeptical, or I need a little bit more information.
And so in this particular instance, especially when it comes to people's retirement savings,
right?
He has a lot of testimonials.
He has some links to media publication, that he's been on as well as a couple of trust
seals to show that he's legitimate and he's not going to be sharing shady stock market
investing advice with you.
And so what's really important with the length of your landing page is both of these instances.
They're putting information related to what they think, someone who isn't going to take
immediate action at the top needs to read or feel or become comfortable with by the
time they reach the bottom of the page.
And so that does it for the five keys of the top above the fold.
So now let's go ahead and look at the entire page and the five elements you need in order
to have a successful landing page.
We need to grab attention, have a call to action, build some credibility, give more
information.
And of course our legal disclaimer.
So I'm going to start with a boring one first, legal disclaimers.
It's very important.
If you're doing any sort of paid traffic, you have a privacy policy on your website.
No, you can't go to another website and simply copy theirs.
That's copyright infringement.
So you can go Google search privacy policies.
There are services that will give you one for a couple hundred dollars, or you can go
ahead and talk to your own lawyer.
Of course, I'm not going to be giving legal advice here.
I'm just saying you do need that.
And depending upon your niche, you might also need an earnings disclaimer, but you don't
want to just copy someone ese's, it's very important that you have your own.
Now let's go ahead and go back to the top with the fun stuff.
So grab attention.
We need something that's going to immediately hook our new website visitor within the first
five seconds.
And then if they need more information, we'll do that in terms of a short couple of paragraphs
or some bullet points.
So let's go ahead and just dive into two examples here.
So the first example we have is from a very successful marketer, Billy Jean, and you'll
see right off the bat, he grabs attention with the thumbnail of his video.
He's on the beach in what appears to be a very nice house.
He's got the whiteboard in the background.
So the assumption is he's got some great secret for you.
And I really like this example, because grabbing attention doesn't necessarily mean you have
to have a crazy headline or you have to use crazy colors to get someone to go, Oh, Whoa,
what is that?
Or something outrageous.
You just want to grab attention.
And he actually says in this video, why he used this particular location to film the
video.
And so if you've ever seen something like a Tai Lopez ad, knowledge, he uses a lot of
nice cars in his ads because that grabs attention.
I'm not saying you need to be on the beach or have a bunch of nice cars, but have something
that grabs your site, visitors attention.
Then he has his clear call to action at the very top and the bottom.
Something else that he does here with his credibility, instead of talking about how
great he is, or having a bunch of testimonials.
These two pictures, speak volumes in terms of how successful he has been as a marketer.
The first one shows he's speaking in front of a room of a few hundred people.
And then the second one shows that he has a large team.
So immediately someone who's never heard of him before can look at those two pictures
and say, Oh, well this guy, must be legitimate because he's speaking in front of a lot of
people.
And that's implied that those people think that what he has to say is valuable.
And then the second picture shows.
Well, he has enough of a business where he's not just some random guy.
He actually has a full team behind him.
And so this is a great example of how you can quickly build some credibility without
having to have a bunch of testimonials or talk about how great you are, because nobody
really likes reading bragging.
Now the second one is actually a landing page from myself that failed where it did not grab
attention.
You'll see that the other are on here.
We have testimonials, we have bullet points that go deeper for those type A personality
who need more information.
We have our legal disclaimers, but we didn't grow up attention.
And so this land page ultimately failed, like really failed.
So I wanted to show you this because when you get most things right, it doesn't matter.
You really do need to have all of these elements on your page.
Otherwise your landing page is not going to be successful.
We went ahead and changed this page up a little bit and added a video and our conversion rates
skyrocketed.
So now that we've have our elements, let's go ahead and switch gears a little bit and
think about our ideal visitor.
So when our visitor comes to our page, they need some answers, right?
They're looking for information to tell them that they should take whatever action we're
at asking them to take.
And the five questions we need to answer for them is, is this for me?
Or what's in it for me?
What do I do next?
What does this do for me specifically though?
And then what does this actually look like?
And can I trust this page?
So let's go ahead and jump straight into an example here.
So this is an example from theonething.com and we see the headline, how to protect your
most valuable asset.
Hint, it's not your money.
Now, this page is a little bit different because it is it's designed for people, who've already
heard of the one thing book, but the headline clearly shows that this is for people who
want to protect their time and be more effective with their time.
Then something that's missing from this page is an actual image of the video training or
the webinar.
I definitely think this is the page would do a lot better if they had some sort of representation
of that.
But for the rest of it, there's a short credibility talking about who the host is.
And then it goes through some bullet points and has clear calls action.
Now this next one has all of the elements and there's actually, quite a bit we can learn
from this one, this one's from Russell Brunson.
So the headline is very clear.
It talks about copywriting.
And then in the sub-headline immediately removes the most common objection, which is, Oh, now
I have to hire some really expensive copywriter.
I don't have the budget to pay thousands of dollars for someone to write my pages for
me.
So it immediately removes that.
And anyone who's struggling with their copywriting is going to be intrigued.
We have a call to action.
We have a physical representation of what is being offered.
Now obviously they're not actually sending a membership card.
They're not actually sending a box, but just psychologically people need some tangible
image of what they're going to receive, even if they're not physically receiving a product,
even if it's just a service or a video, as in this case, now the bullet points are interesting.
I'll actually come back to them a little bit later on when we get to the five questions,
but here we can see what the bullets, they are focused on removing the objection of hiring
a copywriter, and then they're removing the objection of having to spend hours, if not
months becoming a professional copywriter.
So this is definitely something as you look at other landing pages, you'll want to notice
what the objections that they're handling, but I'm getting ahead of myself.
So let's go ahead and go through the last five steps, which is analyzing other landing
pages and asking yourself 5 questions as you go through them.
So you can be better when it comes to creating your own landing page.
Now I'm in no way, shape or form saying that you should copy your competitors or copy other
people's copy.
This is just about inspiration and learning about your potential ideal customers.
So here are the five questions you want to ask.
When you're looking at the headline, you want to try and reverse engineer who this headline
would speak to you.
You see how strong the calls to action are.
Are they simply asking for name and email?
Are they just asking for an email?
Are they going straight for free plus shipping offer?
That's something else that's very popular in some niches, where they ask, can you just
pay 795 or 495, and we'll send you this free book.
Well, that's a much bigger call to action and commitment than just, Hey, enter your
email and I'll send you a free PDF or a free video.
Now we have bullet points.
You want to see what benefits or objections are being focused on, with the Russell Brunson
example.
You can see all the bullet points were around handling objections.
They weren't talking about any results that could be gained as a result of having better
copywriting.
They were really focused on, just, you don't have to worry about these big things, if you
want to be successful with your copy.
And then finally, what kind of testimonials do they have?
When you're looking at testimonials, one of the things you want to really look at is who
they've chosen to be those testimonials, because typically a good landing page, we'll try and
have testimonials of people who are the closest to the people they're trying to get more of,
right?
So it's a good insight into what your competitors’ ideal customers might actually look like.
And of course see what type of legal disclaimers that they have.
Again, you're not copying them.
You're just saying what type of legal things they include on their landing pages.
Of course, you're going to have to consult your own legal counsel and go through the
policies of whatever advertising platform you're using in order to make sure that you're
in compliance.
So let's go through one final example here from Neil Patel and going through these five
questions.
First, we're looking at the headline.
What is the big result or problem that's being solved?
Well, here it's people clearly want free traffic and it's not for beginners, because if it
was for beginners, then they probably wouldn't use the word advanced in the pre headline.
Now, when it comes down to the call to action, it's very clear.
They want you to register for the webinar.
And then the bullet points do give us some insight as to who specifically this webinar
is for, the first two that talks about no new content and fix a conversion problem.
Well, no new content and conversion problem gives us two really valuable pieces of information.
Number one, the people who are probably visiting this page already have content.
They don't want to make more.
And then they already have traffic, or they already have some people, because you can't
have a conversion problem if no one's coming to your site.
Right?
And then the last one, no ads, just reinforces the fact that this is speaking directly to
people who don't want to have to deal with paying for advertising and the proof he actually
has in his headline, 195,000 free visitors.
That's his version of proof for this landing page.
And then on this particular version, he didn't have any legal disclaimer links.
Although I have seen other landing pages from him and he does have a legal disclaimer, like,
so I'm not sure why this one didn't, but I highly recommend you always have your own,
even if you see nobody else in your niche or space doing it.
So thank you so much for watching.
I sincerely hope you got some value out of this video and you were able to learn something
from all of these different case studies and all of the different elements and checklists
and keys that you should be going through when putting together your own landing page.
So make sure you check out the links in the description to figure out what software to
use for your landing page.
How of course, to do the copywriting and build the landing page from scratch.
Hit that like button, subscribe for more in depth videos, just like this one.
And until the next, keep building the business you love.