Transcripts
1. Introduction: Landing pages have a
very specific goal and that is to get leads and
convert them into sales. Just like in life, I love it when people get
straight to the point, no fluff, no fuss, just give me the good stuff. [MUSIC] Hi there. I'm Liz and I'm the
CEO and founder of a creative digital
transformation agency called Digital Matchbox. This class is all about building a high converting landing
page for your sales funnel using a
simple copy formula that will save you time
and make you money. I wanted to teach this
particular class because I know how important landing
pages are for businesses. It's a difficult
thing to get right. So I wanted to share what
I've learned over the years so others don't have
to struggle like I did in the past five years, I think on average, I've been creating at
least one landing page every single week. These are mostly for clients and we work with them
through each detail, the layout, design, the copy, and also the post-production
processes like the promotion and the sales checkout pages
and payment collection. In this class, you will learn the different types
of landing pages, what are the elements of a
high converting landing page, what tools you can use to make this process go much
smoother and faster, and one One the
biggest points for conversion is great copy. In this class, I'm going to give you a super easy formula to use so you can nail that copy
for conversion in no time. I think this class
is made for anyone who wears the marketing
hat in their brands. You could be a marketer
or a business owner. It's also great for internal
teams like marketing teams, content teams, product teams, and also sales teams. They could all benefit
from knowing how to create a high converting
landing page. The biggest takeaway
I hope students walk away with is
the realization that creating a high
converting landing page is not a tall task, especially once you've
seen my secret weapon, the landing page copy formula, you won't do without
it ever again. The class project is
probably the highlight. In this class project, you will be following
the landing page called pre formula
demo to create your own high
converting headline for your own landing page. At the end of the class, don't forget to share
your landing page copy in the project gallery so I can provide some
feedback for you. I'll also be available to answer any questions you might have
in the discussion section. Don't be shy, I'll be waiting
to see your questions. If you're ready,
let's get started. [MUSIC]
2. Learning Landing Page Types: There are different
types of landing pages that serve different parts
of the sales funnel. There are generally three main
parts of the sales funnel. There's the top of the funnel, the middle of the funnel, and the bottom of the funnel. First, the top of the funnel, we have the squeeze page. A squeeze page is a type of
landing page marketers use to collect just email
addresses from visitors. You persuade or squeeze
the visitors to provide this information by
presenting a special offer, getting available content, or restricting
access in some way. The second type of landing page is in the
middle of the funnel, and that's the
lead capture page. A lead capture page is essentially similar
to the squeeze page, but it's typically longer
than a squeeze page and asks for more information
from the user. This might include
their phone number, their role, their
budget, and so on. Then the last type of landing page is at the
bottom of the funnel, which is the sales
page landing page. A sales page landing page is where you actually
sell a product. It could be short or long
but its main function is to sell one thing
and do nothing else, is purely focused on conversion. Think about what project
you are working on now, do any of them require
a landing page? If they don't, think
about a product or lead magnet that you'd
like to sell or create, write it down, or make
a mental note of it as you'll be needing this
for your class project.
3. Building Your Landing Pages: When creating a
high-converting landing page, there are essentially five
things that you need to have in order to hit
the right notes. As you see here on this page, you'll see the structure of what I would say is a
high-converting landing page. The first thing that you need to have in a landing page is
the content above the fold. As you see here, I've highlighted the
content and the area above the fold is the area you see before you scroll
down the page. Anything above the fold
is where you would put the first most important element of a high-converting
landing page, which is first the main
and supporting headline, and then you have the hero shot, that's some sort of visuals, and also you would have
the benefit summary. This all encompasses what we call the above the
full contents. The next elements that's
really essential to a high-converting landing
page is the call-to-action, and this is the element number 2 here you see on the page, and that's like the
lead capture form. If you're selling something, then that's the button where somebody would click on it and then they would go and buy
and enter the checkout page. In this case, we
have what could be a lead capture page and
this is a form that somebody would fill
in and basically the call-to-action for
this landing page. The next element is the
benefit-driven features. Over here, which is the number 3 area
that you see here is a section where you talk about the benefits of your
product or your service. You can have roughly
three or four, three is a nice number, but if you have more than three, I would say go to maximum five, but don't do more than that because we want to
keep it simple and tight and just keep to the core benefits of your
products or service. The next essential element of a high-converting landing
page is the social proof. This is where you have
reviews or testimonials, whatever you want to call it. This is basically where you're telling the visitor
of that page that this product has been used by other people and this is their positive review
of your product, increasing that trust
factor and then increasing the
likelihood for them to want to try the product or buy buy products or download the
product, whatever it is. It could be a free download, an elite capture page, or it could be something that they buy if it's
on a sales page. The next and last thing
that's essential for a high-converting landing page is the closing
argument statement. Sometimes some people miss this out and it's really
essential that you don't, because when people are
scrolling through the page, the call-to-action tends to
live on top of the page, somewhere near above
the full contents. When they arrive at the
bottom of the page, the call-to-action,
is gone and sometimes people just forget to
take action on the page. Once again, in the closing
argument statement, you want to restate the reason why people should take
action on the page and also provide them the form
or the button that they need to click or fill in so they
could take action once again, at the bottom of the page. This ensures that when
somebody lands on the page, you're giving them
every opportunity to take action on it, and that's why it's a
high-converting landing page. Here you see this is active
campaigns lead capture page. They follow exactly the same
formula that I just said. Right on top there, they have the above
the full content. There's the marketing automation killed e-mail
marketing headline, and then they have convert
more leads with powerful, easy-to-use automation
for the sub-headline. Then on the left-hand
side there they have a few bullets
and a few icons, which is their visuals, and also some of the benefits summary that
they have to the left there. That just shows you they have all the essential ingredients for the above the full content. To the right of the
benefits summary, you see the call-to-action, which is the lead capture form, where they're going to collect information from
the user itself. Next you see here, number three is the
benefit-driven features. Here they've listed down three and they
also have a little visual there to support the
benefit-driven features, which I think is a nice touch. Because sometimes some products they do need some visual support too in order so people can visualize what
they're getting. The next one is
the social proof. You can see here,
here's the testimonial, and if this was a live page, you'll see it scrolling through a few
different testimonial, so it's not just
one testimonial. That's great. They have proof and they also have pictures of the
people that shows, it gives it more context, it increases trust because people relate with other people. Seeing a picture of that person makes it just feel a
little bit more real. At the very bottom, they have the closing
argument statements. Then as you can see, they have a headline, a sub-headline that describes
it reiterating that offer, and then they have
at the very end, a call-to-action button. Yet again, that takes them to that lead capture
form so people can take action if they're at
the bottom of the page. I use active campaigns
so I'm happy to show them as a great example and
they have a great product. I'm not surprised, they've managed to have a lot
of users as well, especially since they have such a great high-converting lead capture page right here.ore than that because we want two keep it
simple and tight and just keep to the core benefits of your
products or service. The next essential
elements of a Think about your current products or services landing pages. Could they use some additional
content described in this lesson to increase
its conversions? Note down anything that
is missing and add it to your landing page later
to boost conversions.
4. Using the Right Tools: There are a ton of tools
out there that can help you to create
high-converting landing pages. In this lesson, I will walk through some
of those tools with you so you can get an idea
of what is out there. The first tool I'm going
to walk you through is the Leadpages tool. I love this tool. I use it frankly every day because I work on landing
pages all the time. Once you log in to Leadpages, what you're going to see
is this dashboard here. What you need to do to
create a landing page is first go to the
left-hand sidebar here, and click on "Landing Pages". Then over here on this page, all you have to do
is click the button, "Create a new landing page" on the top right-hand side there. As you can see, there's a ton
of landing page templates. I just want to explain
really quickly. On the left-hand
sidebar here it shows that you can sort this
by three different ways. The first one is the
conversion rates. Currently, that's
the default sorting all these pages based on
how highly they convert. The ones you see up
here have been proven to convert really
well by their users. Leadpages has a ton of users
and they're constantly monitoring which page is
actually converting really high. That's why I really trust
Leadpages because they give me the format that I need to use and I don't even
have to second guess it. I can be confident
that that design, that layout will
convert really well. That's why I always keep my sorting by default
to the conversion rate. But if you want to see
different ways of sorting, the next one is the
most popular sorting. This is basically showing what other users on the pages
are using the most. It's the most popular one. As you can see, it's
very different from the conversion rates
sorting one, which is fine. Sometimes the higher converting one doesn't suit your brands. You want to change it
up a bit and it's not the type of landing page
that you want to create. Remember, there was
three different types. Feel free to sort any
way you like so you can find the landing page
that you want to use. The last one is the sorting by the newest landing
page design because Leadpages is constantly updating their landing page
templates libraries. If you click the "Newest", you'll see the newest
ones that they've created and it's
available for you to use. Just for the purpose
of this demo here, I'm just going to click
"Conversion Rate" because we want to see what
converts really well. I'm just going to
scroll through here, see which one I want to use. I think I'm just going to go straight with the highest one. I'm going to start
building here. All you do is you click that "Start Building"
button and it starts to build
that page for you. The first thing
it's going to ask is to give the page name. I'm just going to put here a Free guide and then
click "Continue". If you remember from
an earlier lesson, this looks like a squeeze
page because only has a few points here and it
has a Get the Guide button. It's very simple page,
very short page. This is a squeeze page. All you have to do is make
everything branded to your brand so you could change the logo by just clicking on it, and then you click
the image here, and then you can
upload your logo here. If you want to change
the background, all you have to do
is click on the "Layout" and then click on this section here and
then here's section style. You just click the cog
button on the right. Then there you see
that's the photo. If you don't want to use this, you just click the
"Delete" button and then you click "Add Photo". You could choose to upload your own photo or
you could choose the premium images that
are supplied by Leadpages. There's a lot of
options here for you to choose in
terms of images. In terms of the texts here, you could just text directly
on the page itself. You could just say how
to build a landing page. That's what I'm
going to do here. Maybe it's a checklist of some sort that I'm
going to give out. Then can change this
to checklist actually. As you can see, it's
so easy to change all these details and you
don't have to be a designer. How great is that? All you have to do is change your benefits summary
here and then click here. You can change the button
color by just editing styles. Then you could also
edit the pop-up. This is a pop-up
type of capture form instead of the form
straight on the page. You could change this. You can edit the integrations, Leadpages integrates with
all the major players, you should be good
to go if you're using one of the top out there. But if not, you could
also add your HTML code. Once you've done all that, if you're happy with everything, all you have to do is first
if you want to preview, you just click here on
the top right-hand side. You can preview
it and see how it looks like once
you've published it. If you're happy with everything, you could just skip the preview and click "Publish" and that's all you have to do here
and then click "Save". Once it's published, all
you have to do is grab the link of that page and you
could share with the world, and you could start getting more leads to your squeeze page, just as easy as that. Guess what? You're not
even a designer and you've managed to do it in
under five minutes. That's how easy is to build a landing page using Leadpages. The next tool that I
want to share with you is also another tool that I use every day because it's the tool that I use
for my own website. This is an option if you use
WordPress for your website. I use WordPress for
my main website. On top of the WordPress, I use Elementor as
my page builder. Elementor is what's
going to give me all these design templates
for the landing page. Say for instance, you've already downloaded the
Elementor plug-in and installed it on your
website and you have Elementor rendering
as your page builder. All you have to do to find
the landing page design templates is actually just to go here in the admin dashboard. Then you go to templates, which is usually
located underneath Elementor in the
left-hand sidebar. Then as you can see here, that tops out some
of the options. Then you see on the fourth
option is the landing pages. Just click that. It's going to open a page. Here you see all of my landing pages that
I've done in the past. Now I want to create
a new landing page, so I'm just going to "Add New". This is going to create
a new landing page, as you can see here it's
just loading it up. What I'm going to show you is the options of landing page designs
that's offered to you. See there, there's a ton
of designs that's already pre-made for you to use according to your brand
colors, your brand fonts. But the layout is there
because the layout is probably the hardest bit of the
design of landing page. It's all already
created here for you. All you have to do is choose
which one suits your brand. Sometimes because these
previews are really small, if you want to see
them more clearly, all you have to do is click
this button here and then it will open up a big
preview of that page. You can have a look at it before you decide that you
want to use it. Let's have a look at
the different one. This one looks interesting. This is a landing
page for a workspace. I can see already it already has all the features
that I want to see. The high converting
landing page, it's got the hero shot here. It's got a headline, it's got a sub-headline. It's got the call to action. It's got the
benefit-driven features. Then it's got a few other
benefit-driven features. It's got the call to
action again here. It's also got the testimonial. Again it's got the call to
action again. This is perfect. It's got everything that I need to create a high-converting
landing page. I'm going to choose to
insert that into this page. In terms of tools, I don't think you can get
any easier than this. If you use WordPress, I highly recommend that
you use Elementor. There's a ton of other landing pages also
that you could use. Some of those other tools
are namely Unbounce, Instapage, Swipe Pages, Landingi, and Lander. I'm going to add
all those links to the resources section so you can check them all out later. After this class, go and try out all the tools and see
which one you prefer. You can also recommend
these tools to your designer if they are the
ones creating these pages. It can save them a lot of time and I'm sure a
little thank you for it.
5. Practicing the Copy Formula: Having a high converting copy on your landing page is
key to your success. Having the knowledge on how
to write a good copy through your landing page can be a great skill to have in
your marketing arsenal. In this lesson, I will
give you the formula for writing a great headline. The entire weight of your landing page is
on your headline. 80 percent of what makes a page convert will
be in your headline. It's best that we
spend quality time on this in order for you
to get the best results. The good news is,
through this exercise, you will not only come
up with the headline, but you'll also be
able to generate your sub-headline,
short summary, and a benefit driven features copy for your high
converting landing page. Sounds good? Let's get started. As you can see here, I've created a table that
says desired results, time or cost, benefit, and fears or challenges. This is the framework
that we're going to use to create your high
converting landing page. First, just fill in
all the columns. You don't have to fill
in every single box, but have at least I think two or three options for
each of these columns. I'm just going to start
one-off and I'm going to write a landing page headline
for this class itself. I'm going to try and create a headline that will get you
to sign up to this course. The first thing is, what are my desired results
for this landing page? I would say the first
thing is I want to build a successful
landing page. I want to put this into
the desired results. I want you to be able to build
a successful landing page. The next column is time or cost. In this column, I'm
just going to put in the amount of time that it's going to take for you
to take this class. I would say it would take
under an hour for you to take this class and learn how to create a high converting
landing page. The next thing I want you to
fill out is the benefits. What's the benefit
of learning or how to create a high
converting landing page? I would say the benefit would be you'd be able to
increase your conversions. Let's put that in
the benefits column. Next, we want to talk about the fear or the
challenges student might have when they want
to create a landing page. This is where you dig
in and think, okay, what could be the obstacles to someone to create
a landing page? The first thing that
I thought about was they might think, I don't have enough experience. I'm just going to put that into the fear or challenges
column here. In order to be able to show you everything and how
it turns out and then I'm actually going
to fill out all of these columns really quickly and then show you what I've
come up with in the end. There you go. I've just did
the whole table here and I've filled each end column in with some different options. As you can see on top of the
one that I just showed you, I also have the desired results, get more leads or sales, and I also have designed dynamic beautiful landing
pages that convert and then I've also added more benefits like help you lower your
cost per acquisition. I've also added more challenges as well in the fear
or challenges column, like, I'm not a designer or
I'm not a marketing expert. Why I'm asking you to do
this is because you're going to do a plug and play formulas so you
could just plug this in and then create that headline
that we're looking for, that high converting headline. I have seven formulas
here to share with you and we're going to
go through it one by one. The first formula is how to, and then you plug
in desired results, so let's have a
go at doing this. We've already have
all these options here in these columns, let's just create
the first option. They say the simplest headline is sometimes the strongest, so this might actually
play into that. The first one is how to and then I'm just
going to copy and paste that first desired results that I created built a successful landing page so I'm just going
to plug that in. The next one, I'm
just going to put how to get more leads or sales. Depending on what
type of landing page, you could say get more
leads and sales even. The next one is, you could put how
to and then just plug-in the next
desired results, how to design dynamic beautiful landing
pages that convert. There you have your first
three options for a headline, that's the first formula. The second formula, we're going to try something
a little different, we're going to add one
more element to it. For the second
formula it's how to, and then plug-in
the desired results in and then plugging the time. Here, we're just going to copy and paste everything
that we created on the top here and then we're going to add
the elements of time. If we look inside the
time and cost column, we have three options there, so it says under one hour, under 30 minutes,
or in just one day. I'm just going to
plug that in to the very end of each
of these headlines. It's how to build a successful landing
page in under one hour, so that's the first option. Already you're
giving more detail, you're making a little bit more specific and you could also
test the intense of timings, you can split test
this and see if people prefer a longer type of lesson or class which is
one hour or a shorter one, which is under 30 minutes and
see which one they prefer, or you can also go the
other route where because, the third option
was harder design, dynamic, beautiful landing
pages that convert. I foresee this maybe
taking a little bit longer because we're inserting the
elements of design here. I'm just going to put
there how to design dynamic beautiful
landing pages that convert in just one day. You already have six options of a headline,
that's really great, but we want to see if we
can get it even better now, so we're going to add
another option here. The third formula is how-to, and then plug-in desired
results and then put without or even if, and then insert the
challenge or fear. Over here, what
you want to do is go how-to and then putting
the desired results. We just again plug and play, go back to your framework
here with the columns, put in the first
option how to build a successful landing
page and then there's an option to
use without or even if. Let's have a look at our
fears and challenges and then choose what would
fit without or even if. In this case, because
I put I don't have enough experience as
one of the options, I'm going to say how to build
a successful landing page even if you don't have
enough experience. Already you're giving
a different slant to that headline compared to all
the others that we've seen. Let's go do the same thing, but for a different option. It's how to get more
leads and sales even if you're not a
marketing expert. The third option that
I'm going to do here, is how to design dynamic beautiful landing
pages that convert, even if you're not a designer. That makes sense, doesn't it? Because the whole point
of that was to say, "It's all about designs." Therefore, the fear must be
a designer related thing.. Even if you're not a designer, this course is
going to help you. The fourth formula is how to, enter desired result, so you can benefit. How to build a
successful landing page, so you can, now, let's look at the benefits. Increase your conversions, that's the one there, let's plug that one in. Next one, how to get
more leads and sales, so you can lower your
cost per acquisition. That's a really good one. For the third one, how to design dynamic, beautiful landing
pages that convert. Let's see what other benefits
you have written here, help build your customer base or help build your email list. That's not quite a good
match with the design, so I'll take the next
benefit that I have there. It says, "Convert a
higher percentage of your visitors into
leads and sales. That's a good match there. That's what you get every
time you do the formula, and you get more specific in terms of what
you're offering. Formula 5, we're going
to add how to insert desired results in
the time elements, and then add benefit. What I'm going to do here, is I'm going to repeat this. Then I'm going to add
that third element, so you can benefit there. We did all the how-to desired result in
time in Formula 2, but all we have to do now is at the very end of all of these, is just add, so you can, and then add the benefits. So we go back to
the benefit column. Let's see, we still have here, increase
your conversions. Now, we have all three
elements here, says, "How to build a
successful landing page in under one hour, so you can increase
your conversions." That's a really good, strong one right there. The second option
that we created, is how to get more leads
and sales under 30 minutes, let's add a benefit here, so you can build
your customer base. That's a good match there. Or you can lower your cost per acquisition,
that also works. You could mix it up, especially if you have a
lot of different options, so you just choose which
one works for you. Then the third one,
I'm also going to add the benefit at the very end, how to design dynamic
beautiful landing pages that convert in just one day, so you can convert a higher percentage of your visitors into
leads and sales. For the next last two formulas,
what I'm going to do, is I'm just going to
give you the formulas, and you could go ahead and try
and plug them in yourself. For the sixth formula, this is the format that
you need to follow. It's how to, and then insert the
desired result, so you can, and then insert the benefit, and then say without or even if, and then insert the
fear or challenge. Have fun, go back to the framework here
with all the options, try and plug and
play this yourself, and see what you come up with. For the seventh formula, I would say this is
my peanut Cloudera, because it's so much fun. It has all four elements
combined altogether. [LAUGHTER] It is possibly
the most effective one. This one is basically how to, and then plug in the
desired results, and then plug in the time. Then say, "So you can,"
plug in the benefits, and last but not least, without or even if
challenge or fear. That's the last one. All you have to do is plug
in all the four elements there from the framework
into the formula, and then you'll get
something like this. When I plugged it in, I start, how to build a
successful landing page in under one hour, so you can increase the
conversions even if you're not a marketing
expert or a designer. I actually combined
two of the fears, and then combined them into one, because I thought
then I could cover both if you're not
marketing or a designer, so I get both markets there. I know what you're thinking, "Liz, that headline
is super long. How you're going to
work with that?" This is what I'm going
to show you now. I've created a demo of a page I created
from this formula. I'm going to show this
to you right now. As you can see there, right on the top there, I've actually taken
that long headline, and then what I've
done is I've broken it up into the main headline
and the sub-headline. On the top it says, "Learn how to build a
successful landing page in under one hour, and like the H1 headers, so that means it's
the big headline. Then underneath is a
sub-headline that says, "Increase your conversion
rates even if you're not a marketing
expert or designer." As you can see
there immediately, even though that was long, if you broke it up into a main
headline and sub-headline, immediately you get a
really strong start to your landing page, and that is a really good one. This one actually was a
landing page that we did use, and was really successful in getting a lot of
people to sign up, so I can confirm that [LAUGHTER] it actually does really work. Then what I've done is, with the rest of
the landing page in all that copy
that we didn't use, all that didn't go to waste, basically, as you can see here, I actually plugged in some of the other benefits into
the benefit summary. All the bullet points here, they're all just
from the benefits that we actually listed
in the benefit columns. You see, even if you didn't use some of the stuff
that I showed you, you could still use it in the
benefits summary section. Also, at the very end, you have that closing arguments, you have a main headline
and a sub-headline. You could also use some of the other desired results and benefits to fill
in the gap here, and make it into a headline and sub-headline for the
bottom call-to-action. Nothing has gone to waste. Just by doing that exercise
of creating a headline, you've actually come up with
copies for the whole page. This is for a lead
capture page, mind you. For a sales page,
you probably would need more copy for this, but it's a good start because
you're starting with a lot of the essential pieces of creating a high
converting landing page. I know that with this formula, instead of just staring at
a blank page and taking your time and probably
procrastinating with this formula, all you need to think
about is the main things, and plug things together. It's an automatic
system that you could go to over and over
again and save time. Then also, make a
really high converting, and get your sales and
your leads a lot more quicker and lot more easier
than you've ever done before. I hope that that was helpful, and I hope that you
do use the formula. Now that you've
watched the demo, try the formula out
for yourself and share your headline
in the class project.
6. Final Thoughts: As you can see, creating a high converting landing
page is not rocket science. Especially if you
have this formula. You can now confidently create your own landing page without fear and focus on
your next launch. I'm looking forward to
seeing your headlines. Share your headline copy
in the project gallery. I will provide feedback, and if you have any questions, don't hesitate to drop me a
line in the discussion area. I'll be happy to answer
any of your questions. Thank you again for
taking my class.
Liz Azyan, Digital Consultant
