This is a SAMPLE of a Landing Page Critique report and action plan.
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First & Foremost: Impressions & Propositions, Benefits & Value
This priority of this Landing Page Report is to evaluate how well (or not) the copy and core elements of the page are communicating both a Value Proposition and the specific purpose of your page in order to better optimize the page for conversions.
The framework used, systematically checks the core elements of the page against best practices, to see how they measure up in effectively communicating your offering to your visitors. The emphasis is on encouraging the development of simple, clear copy that can best communicate the right message, to the right people at the right time while driving action towards your core objective – in this case to sign up for your webinar.
A. First Things First
Before we get into the meat and bones, we can get warmed up by first take a look at the First Impressions Test, this will give some initial insight on how first time visitors may be seeing/perceiving you and the judgements they make. This quick test focuses only on the Above The Fold area (the top part of the page that can be seen without any scrolling). It tests how well you are doing in quickly supplying the answers to some very basic (but non the less important) questions that a new visitor is looking for.
For the purpose of this first test, the area Above The Fold is all about:
- Fast, first impressions
- Ensuring the purpose of the page and the benefit to the visitor is crystal clear
- Keeping bounce rates to a minimum (reason to stay)
- Clarifying the next desired action
The perfectly optimised area Above The Fold for a landing or squeeze page should as a minimum ideally communicate:
- Who you are
- What you do
- Who you do it for
- How it benefits them
The language should be clear, simple and succinct within an easily scannable layout and design that is logical, uncluttered and free from distractions.
Let’s see how you did:
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B. Proposing Value
At its core, an ideal Value Proposition is a clear statement that summarises how your product or service solves customers problems or improves their situation, delivers specific benefits and offers unique differentiation.
The perfectly optimised area above the fold for a landing or squeeze page should ideally communicate your value proposition using clear, simple, succinct language presented in an easily scannable format made up of at least the following basic elements:
Headline & Sub-Headline
Customer Benefits
Hero Shot (image)
Call To Action
Having done a review of your Area Above The Fold, I have to say this has been a tricky one. It’s easier when it’s black & white, but you’re actually on the right track with your VP, which makes it somewhat of a grey area.
The main headline, actually has many of the elements of a VP, so in some ways it ticks the right boxes. For one reason or another though it’s just not resonating. It’s like; yes – the concepts are present, but there is a lack of depth in the content.
Firstly, we don’t know exactly who you are talking to. ‘Business’ – yes, but this is such a wide catch-all, as to make it almost meaningless, no one is going to feel “ah – yes that’s me”, and that’s what you need to be aiming for in order to get off on the right foot and begin building a connection.
You have also identified a problem – ‘we don’t understand our customers’, but i wonder if this is a problem they actually realise they have (I’m speaking generally of course). No doubt a part of your webinar is to educate them that they have this problem, but what is going to bring them to the table in first place? What are the specific, tangible problems they have, that are the result of them not understanding their customers? You need something they can immediately recognise and relate to, as opposed to identifying a problem, that maybe they don’t spend a lot of time mulling over. Basically – you need an ‘in’ so you can then guide them towards this lightbulb moment.
“Ahh, this [specific problem] is because we don’t understand our customers well enough”. So, now they’re asking: “ok, how do we better understand our customers?” If they’re at this stage, then your VP is fine. But, I’m making the assumption that if you’re not making satisfactory conversions, then you’ve not clearly identified your target audience’s pain points or problem awareness level. And hence as it stands, your VP is not landing with whoever is visiting your page, because (generally) they’re not at this stage of awareness yet.
When it comes to the clients ‘needs’, you have identified: “better customer understanding, demand and loyalty”. These are things you are telling them they need, but what do they FEEL they need? How do they perceive their situation? Why, do they need “better understanding, demand and loyalty”? That may seem, like a dumb obvious question, but it’s questions like this, that will enable you to think more about specifics, and specifics again will help you better connect.
Perhaps your solution: “better understanding customers”, is not hitting home, because you’ve not really identified specific problems and hence, it follows; there are no specific solutions.
Benefits, again – they’re there, but just too general. “Better understanding” [general solution], leads to “increased demand and loyalty” [general benefit], but what might be the benefits of the “increased demand and loyalty” be? If this connects with a problem they’re mulling over, then you’re getting into their ‘nodding heads’ – and that’s exactly where you want to be.
Generally, it’s just the specifics really – that’s the problem. 🙂
Lastly, but far from least, you’re really missing a Unique Selling Proposition, or should I say; you’re not ‘communicating’ a USP. Let’s assume all else being equal, you’ve targeted the right audience and you’ve communicated exactly how you can help them, and how it will benefit them – what is the USP of this webinar? What will set the consumption of this option apart from all the other options they may be browsing that day, vying for their time and attention?
More generally, an indication of what you stand for, would also help ‘like minds’ get on board with you and what you offer. A review of your Vision or Mission statement would help here.
If you have a clear mission/vision, a clear value proposition and (of course) a clear customer avatar, then this gives you a solid starting point from which, all your copy and messaging can flow. It’s worth the initial effort, because once done, it all gets much easier to execute effective focussed copy.
If you need help with your Value Proposition, please contact me about the Value Proposition Framework.
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C. Headlines
Ok, onto specific areas. Let’s get stuck in with the headline & sub-headline checklist:
- Headline Commands Attention?
- Identifies a specific problem/pain (and ideally solution)?
- Joins the conversation going on in the customer’s head?
- Brevity. No unnecessary words / repetition?
- Headline min 4-12 words (unless it can’t be shortened without losing impact/meaning)?
- Headline: First Letter Of Each Word Capitalised or EVERY LETTER CAPITALISED?
- Simple words. Jargon Free?
- Flows. Reads Easily & Naturally?
- Specifics Not Generalities?
- Compels the prospect to read on?
Headline commands attention?
No. You begin with confusion. What does “xxx”? If the question has to be asked, then you’re not communicating what you intended clearly enough.
*This is not a criticism of the name ‘xxx’ just it’s use here in the main heading.
Identifies a specific problem/pain (and ideally solution)?
“xxx” is more of a general solution without a specific problem.
Joins the conversation going on in the customer’s head?
On the right track with ‘xxx’ etc, but again too general to really resonate.
Brevity. No unnecessary words / repetition?
Pretty good.
Headline min 4-12 words (unless it can’t be shortened without losing impact/meaning)?
No problem.
Headline: First Letter Of Each Word Capitalised or EVERY LETTER CAPITALISED?
Yup.
Simple words. Jargon free?
‘xxx’ lacks simplicity and adds confusion. ‘xxx’ sounds like it could be jargon. Basically you should avoid any words in head/sub that are not very easy to understand or need explaining.
Flows. Reads easily & naturally?
Yes, but some room for improvement. Flow would he helped by some some breathing space in what is quite a long sentence without any punctuation. Try adding comma after ‘customers’.
‘xxx’ is a bit of a mouthful (too many “b’s” maybe?)
Some ideas: (When you) understand your customers, (you) improve loyalty, boost demand, increase profits, and optimize your business (for growth).
Specifics not generalities?
Very general, and hence does not really resonate. More clear direction towards a particular market segment/audience, will help you more clearly communicate to them.
For this i’d recommend unique landing pages for each campaign so you can get more specific than you can on the home page.
Compels the prospect to read on?
Needs some work to make it more compelling/intriguing/interesting. The generalised nature here does not lead to ‘compulsion’.
Something like “join our webinar and learn how to…” may help in better communicating the objective of the page (and the reason to read on). Not saying that is particularly compelling (headline probably would need a re-think for that), but may help in at least giving reason to read on…
2nd Heading
- Immediately & naturally flows from headline
- A power-packed extension of the headline. Not an afterthought
- Maximum 3 sentences / 1 paragraph
We can connect the ‘webinar’ element to ‘How to’, but it takes a little effort to join the dots. It’s not overly obvious or natural. Something like “Join our webinar and learn how to…” as previously mentioned would connect it up.
The headline & sub needs a re-think really, or at least a re-jig, so the first headline is clearer, has much more impact and connects more naturally with the second.
I would lose the first headline completely for now, and then perhaps take the second as a starting point for your headline and see if you can work the ‘webinar’ element in.
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D. The Benefit Of Benefits
This is a game changer. If customer benefits are not first and foremost in your mind, then this may be a sign you’re not on the right track. Putting yourself into their shoes and thinking about their needs can transform copy that fails to connect to copy that resonates through things they really care about. Prioritise what you can do for them, over what you do.
The main checkpoints:
- To The Point
- Specific
- Clear
- Tangible
- Scannable
- Believable / Credible
- Have A Simple & Clear Outcome
- Relate directly to the problem or pain point of the customer (or how it makes them feel)
To the point
Bullet points here would help a lot by giving opportunity to be more clear about benefits in an easily scannable format. The benefits you have highlighted are to the point i guess, but just too general to have much meaning.
Specific
Nothing in the way of specific benefits. Look at these general benefits again and think about the more specific benefits of those benefits. What is motivating a business/person to improve engagement, increase audience? What will they get out of that?
Clear
The copy is generally clear, but the benefits themselves are a little ‘buried’. Again, this is where bullet points would help. The format of the “xxx” section lacks consistency.
Each point is doing something different. Ideally, each point should highlight a feature and then at least one benefit. This will also help with rhythm & flow & expectation.
Tangible
Nothing here is tangible. Once you get more specific scenarios, you can then play around with painting a more visual and tangible picture of an improved situation.
Consider specific scenarios your clients find themselves in now, and how you can change/improve those scenarios into specific things they can see, feel, touch or experience.
Scannable
Generally copy is in scannable small digestible chunks, but the benefits don’t stand out. It’s hard to instantly ‘get’ the benefits.
Believable / Credible
As benefits are general, they don’t lack believability, but there is nothing to back up the claims you make – this would add credibility.
A simple & clear outcome
The outcome is business growth, but think about specific outcomes of getting that larger audience. This would lead to simpler & clearer outcomes.
Relate directly to the problem or pain point of the customer (or how it makes them feel)
What is missing are feelings and emotions. Consider the problems (i don’t understand my audience?). How does that make them feel? What words would they use to describe the way they feel?
Features vs Benefits
There is a difference between features and benefits and it’s easy to miss, but likewise easy to fix.
A feature is something you provide such as: “Pick Up & Delivery Laundry Service”.
Benefits are what the customer gets from the feature such as: “More Free Time And Convenience”.
If you find you have specified FEATURES only – you can transform them into benefits by asking: what will customers gain? Or you can add at least one benefit of that feature to give it more impact:
“Our Pick Up & Delivery Laundry Service [Features] Buys You More Time, More Order And More Clean Shirts [Benefits]”
A more specific, tangible benefit might be: “Clean & Ironed Shirts – Ready For Work When You Are”.
If you can’t identify a benefit, don’t waste precious Above The Fold space on it.
- Benefits over features
- Features have benefits attached
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E. Hero Shot
A photo, graphic representation or video presentation of your lead magnet, product or service
Not really, not the webinar anyway. That said you are your service and the image helps connection & trust.
Re-enforces & connects with value proposition (particularly headline/sub) so they work together & do not give out conflicting or confusing messages
Nothing conflicting here, it all fits with a corporate/business image. But another approach would be to use imagery that more definitely re-enforces & connects with headline/value of the webinar specifically; ‘better understanding, increased demand etc’.
Images are relevant; directly related to your offer/product/service and/or your target market or shows context – how it is used, where it is used, who it is used by or benefits of use.
Related to the webinar in so much as it is xxx who will be running the webinar, although no visual representation of the webinar itself (remember it’s not yet that clear this page is about the webinar – so webinar imagery might help communicate that in a simple way without having to repeatedly use the word “webinar’).
The background image eludes to benefits, it’s just not real or relatable and that doesn’t help authenticity. As a quick fix you could fade it even more into bg or just remove it. I would replace it with something more genuine, authentic and relatable. That said if your market is corporate, it may not be such a big deal. If you have different markets, you could easily try one LP with this image and one without.
Bonus Points
- Authentic Photos. No cheesy, generic stock photos
- Brand Consistency
- Dominates it’s space
- Uncluttered
- Contrasting space or enclosure around it, so it stands out
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F. CTA or Nudge
A CTA may or may not be appropriate above the fold. The general rule is – the more complex, the further down the page it should be (& vice-versa). However, many visitors never scroll down below the fold, so you should always have something that at least nudges the visitor in the direction you want them to go – probably to scroll down (rather than hit the back button).
- Crystal clear what action to take or where to go next
- No conflicting choices
- CTA in an appropriate place
- CTA Leads with action verb
- Colour contrast
- Surrounded by enough White/Free space to make it clear & stand out
- Emphasises what they’re going to get – not what they have to do to get it.
- Sets appropriate expectation of what will be delivered
- CTA sets appropriate expectation of how it will be delivered
Bonus Points
- Include a succinct benefit “Do this & get this”
- Visual Directional Cues
- One option only
Crystal clear what action to take or where to go next
CTA 1 (the button above the fold) has no clear direction towards it. The button text is not a CTA. It’s not telling me what to do.
No conflicting choices
There are conflicting choices. CTA 1: Click on button or scroll down. The menu links also offer other choices, that can distract from the objective of the page. CTA 2: Again menu links offer distraction and there is also another link: “See how much my clients love working with me” just above. Thats better than below, but still, it’s a potentially a conflicting choice.
CTA in an appropriate place
CTA needs to be above the button (or close by) on CTA 1. It’s good to have a CTA Above The Fold, but here there is not enough yet to compel to click, hence it feels like it’s too early in the game. As it stands, a nudge would probably be are appropriate here – unless of course visitors are clicking on this button, in which case i’ll shut up. 🙂
Either get more persuasive copy Above The Fold or prompt/entice (with benefit) to read below fold.
CTA leads with action verb
“Sign up” is ok, but does make it sound more like a mailing list subscription. ‘“get’, “secure”, “book”, “claim”, “register” your place’ are options, that might also make it more obvious it’s a webinar.
Colour contrast
Button 1 – yes. Button 2 – no.
CTA 1: Create an enclosed CTA area to include your statement & button, with section bg contrasting the general bg, and button colour contrasting bg of section.
Surrounded by enough white/free space to make it clear & stand out
Buttons have enough space around them, but keep this in mind when you create CTA sections and consider having an enclosed CTA area within a section.
Emphasises what they’re going to get – not what they have to do to get it.
Upper button – yes. Lower – It is there in the Webinar title, I would just adjust this title to shape it into a more definite CTA.
Sets appropriate expectation of what will be delivered
CTA 1: the reference to webinar is missing. CTA 2: yes it’s there in the area, but ‘sign up’ could be confused with a mailing list subscription.
CTA sets appropriate expectation of how it will be delivered
Give indication of what happens once you click on button (what’s involved in registration process – choice of dates, give info etc). Also consider setting expectation on the subscription box of what happens next – email confirmation etc.
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G) Above The Fold Summary Checklist
- Value Proposition is crystal clear
- Offer is crystal clear
- Benefits are crystal clear
- Communicates A Simple & Clear Outcome
- Builds Trust
- Use words someone would use when searching naturally
- Avoids meaningless superlatives or generalities
- To The Point
- Specific
- Clear
- Tangible
- Scannable
- White space around each element
- Text colour contrasts bg colour
- Uncluttered
- Headline – largest font
- Sub Head – 2nd largest font
- Sequential order: 1. Headline, Sub. 2.Benefits, Hero Shot. 3. CTA, Social Proof, Re-enforcing Statement.
- Ratio favours use of you/your, over i/we
- Consistent
- Customer Focussed
- Message Match with acquisition channel
- Relevant to specific target market
- References are specific not generic
- Conveys both value & relevance
- Prompts what to do / where to go next
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Action Plan
To wrap things up, here you’ll find clear actionable steps or suggestions for each section previously covered. This is the important bit really, this is where the rubber hits the road. Or not. Don’t be overwhelmed. This stuff is not hard, just takes some discipline and commitment to ‘do the work’. Take a deep breath, dive in, choose one item, tick it off and keep moving forward every day, and you should soon begin to see incremental improvements in your conversion results.
Best of luck. 🙂
Value Proposition
A Value Proposition can be communicated via many elements. The challenge is to bring all these elements together, so overall they communicate a core message that can be quickly, succinctly and clearly understood.
Where we can trip ourselves up is looking at the world far too much from our own perspective. This is only natural, but it’s a habit that needs to be broken if we want to speak to, instead of at the prospective client, customer or subscriber.
To construct an effective value proposition that clearly speaks to clients, we have to:
- Prioritise solutions to problems, and benefits of those solutions over products and services
- Focus on what the client wants or needs, over what we’re trying to sell (or think they need)
- Separate our needs and focus instead on WHAT THEY WANT
Some additional elements that should ideally be incorporated and communicated are:
- Who your ideal customer/target demographic is
- Alignment of your offering with customers needs
- Specific benefits to the customer of a product or service
- How you will deliver the product or service
- What makes an offering unique or different (USP)
A Value Proposition statement doesn’t have to be ‘perfect’, you don’t have to force everything in there, just play around with this framework and see what works best for you.
To be the most effective, your Value Proposition messaging should also be congruent with the conversation going on in the prospects head. To do this effectively, it’s vital you’re clear on who EXACTLY you’re talking to.
This can all seem like quite a challenge at the offset, but it is really well worth the effort. Once you’ve nailed your Customer Avatar and Value Proposition, you have a foundation from which all your copy, marketing and strategy can flow. Then it all gets much, much easier. If you’re struggling or feel overwhelmed – I have a system to help you get clarity and focus, and nail it within only a few hours.
Contact Me About The Value Proposition & Customer Avatar Frameworks
Headings Action Steps
- Remove the “XXX” heading
- Approach the headline & sub-headline as two parts of one message
- Ensure the headline leads naturally to the sub-headline and the sub-headline to the next action / copy
- Clarify the main objective of this page (webinar?) & keep this front of mind at all times
- Consider how to naturally join the dots between the ‘webinar’ element and core messaging
Something like: “join our webinar and learn how to…” may help in better joining the dots, communicating the objective of the page and give a clear reason to read on.
- Consider greater specificity of “grow your business”. Consider using numbers: Double, 25%?*
*Only if you can back it up
- What is more specific than the word ‘business’?
Profits? Bottom line? Reducing CAC? Improving RPU/ROC, Up-sells/Cross-sells ? (be aware of jargon though)
- Clarify a more specific market segment or niche to target. What nouns fit them? Experiment with ways to name check them
- Identify a specific problem or concern of this audience
- Consider a scenario, that addresses a more specific and tangible problem, with a specific and tangible solution and/or benefit
- How does this problem make them feel? What words would they use to describe the way they feel?
- Clarify “How” you solve these problems and how you deliver your solutions
- Identify different levels of customer awareness of this problem, and choose one to focus on. Direct your headline directly at them
- For a more compelling and attention grabbing headline, consider introducing a problem, a disaster, something specific that you could get them to think about happening or regretting (visualise/imagine), but also help them prevent
- What is unique about your approach, attitude or your delivery? Simplify how you communicate this
- Make sure there is only one obvious choice on where to read next. Maintain control
- Test for flow and readability by reading headings together out loud. Use short sentences and abbreviation
- Play around with all the above and mix and match ideas between the main & sub headline
- Run through the original Headline & Sub checklist again
Headline Checklist
- Headline Commands Attention
- The purpose of page is clear from the main headline and subhead alone
- Identifies a specific problem/pain (and ideally solution)
- Joins the conversation going on in the customer’s head
- Brevity. No unnecessary words / repetition
- Headline min 4-12 words (unless it can’t be shortened without losing impact/meaning)
- Headline: First Letter Of Each Word Capitalised or EVERY LETTER CAPITALISED
- Simple words. Jargon Free
- Flows. Reads Easily & Naturally.
- Specifics Not Generalities
- Compels the prospect to read on
Subheading Checklist
- Immediately & naturally flows from headline
- A power-packed extension of the headline. Not an afterthought
- Maximum 3 sentences / 1 paragraph
The Value Proposition Framework is designed to help clarify many of the elements highlighted here and also communicate them clearly. This means it’s also very useful for designing headings packed with relevant and meaningful value.
Contact Me If You’d Like To Use The Value Proposition Framework To Help With Your Headings
Benefits Action Steps
- Identify which of your benefits are generalisations and be aware of their over-use
- Consider, how you can add specificity to generalisations
Ask: specifically what will the result be? What situation or scenario will materialise?
What is motivating a business/person to improve engagement, increase audience? What will they get out of that? What will the positive effects be?
- List specific results of your more general benefits
- Prioritise specific benefits over general ones
- List the features of your webinar (what you provide)
- Ensure features are clear and understandable (no jargon or technical terms)
- Consider & list specific results of features
- Write down any benefits associated with each feature
- Brainstorm specific circumstances and scenarios, where these features might be used, and the benefits in these scenarios
- Link a specific feature to a specific benefit within 1-2 sentences. Repeat.
Try using “and/so you can…[insert benefit]” or similar prompt at the end of each feature to get you thinking about the benefits
- Prioritise features with results or benefits
- Refer again to your customers specific problems and the words they use to describe how they feel
- Specify the benefits of your solutions to these problems
- Experiment with communicating your benefits in a more visual or tangible way. Consider specific scenarios your clients find themselves in now, and how you can change improve those scenarios into specific things they can see, feel, touch, experience.
- Prioritise the 3-5 strongest to present as bullet points above the fold
- If you have more, consider using them in the “Here’s what i’ll show you section”
“Here’s what you’’ll get/discover/learn” or “you will”, “you’ll get” might be more customer centric.
Adding ‘time’ also makes it more tangible and specific and reduces anxiety. “In just [Time] you will learn [Feature], so you can [Benefit]”
- For more credibility, back up any claims you make
- When you add words, consider brevity, repetition & simplicity. Look also for opportunity to remove or change or simplify words
- Run through the Benefits checklist again
Benefits Checklist
- To The Point
- Specific
- Clear
- Tangible
- Scannable
- Believable / Credible
- Have A Simple & Clear Outcome
- Relate directly to the problem or pain point of the customer (or how it makes them feel)
- Benefits over features
- Features have benefits attached
Additional Considerations
- Get to the point, be clear, no waffle, no repetition.
- Use benefit in first part of sentence where you can.
- Limit each benefit to 1-2 sentences if you can.
- If you use a feature, add a benefit of that feature.
- The more specific & tangible the better.
Contact Me If You Need Help Identifying & Communicating Your Benefits
Hero Shot Suggestions
- Once you have clarified the Value Proposition of the webinar brainstorm ideas on how this could be visually interpreted or complemented
- Consider getting a designer to generate a mock up of the webinar for you
- A photograph that represents a problem or solution or a benefit, is also something to consider
- Consider getting a photograph of the product or the product in use or an action from the guide
- Consider, a photograph that represents a solution to a problem, a tangible end result, or a realistic benefit of your product
- BG image – fade it right down or remove it, and then seek to replace it with something more authentic or relatable – as long as it doesn’t look fake and compliments the Value Proposition or communicates benefits
- Avoid any stock photos with models, unless they look natural and authentic. Use only realistic relatable persons experiencing problem or solution or benefits
- Run through the Hero Shot Checklists again
Hero Shot Checklist
- A photo, graphic representation or video presentation of your lead magnet, product or service
- Re-enforces & connects with value proposition (particularly headline/sub) so they work together & do not give out conflicting or confusing messages
- Images are relevant; directly related to your offer/product/service and/or your target market or shows context – how it is used, where it is used, who it is used by or benefits of use
- Authentic Photos. No cheesy, generic stock photos
- Brand Consistency
- Dominates it’s space
- Uncluttered
- Contrasting space or enclosure around it, so it stands out
Contact Me If You Need Help With Any Design Elements
Call To Action Action Steps
- Prioritise one clear end result/benefit of your offer
- Decide if you want a clear CTA to: “click the button” Above The Fold (ATF) or a nudge to: “scroll down & read on”. One choice only
- If you decide you want a CTA/Button ATF, you must have more compelling benefit driven content ATF
- If you retain the button ATF, write a clear CTA that tells them what they need to do (& ideally what they will get)
Ensure you reference the webinar. Use action verb. Avoid ’Sign Up’ or ‘Subscribe’ to avoid confusion with a mailing list.
More active lead words such as:‘“get’, “secure”, “book”, “claim”, “register” your place’ are options, that might also make it more obvious it’s a webinar.
- Enclose the CTA and button in box that contrasts with main bg. Ensure text is larger than standard body text
- Ensure all buttons are in a primary colour that contrasts with it’s immediate bg, and text colour contrast with button colour (light on dark or vice -versa)
- If you remove the button ATF, write a clear ’nudge’ that entices to scroll down & read on. Consider using a directional cue
If you have enough traffic, you can try both options and see which works best.
- Clarify exactly what happens once the button is clicked, so you can set appropriate expectations of the registration process. Experiment with ways to communicate this clearly & simply. Consider an infographic
- Set more specific expectation of the delivery method. What? Where? When? How?
- Add a qualifying statement between the benefits bullet points and the CTA (something that sums up benefits, while also ideally nudging on). Ensure it stands out from main body text (larger font)
- Experiment with adding a benefit to any CTA statements for an additional boost
- Identify any conflicting choices or anything that distracts from core objective (especially around CTA’s) and remove them
- Focus on objective at every stage. Does each element contribute to moving towards this objective or does it distract or cause a detour from this objective?
- If you create a separate landing page (recommended) remove the menus (choices = distractions from objective)
- Ensure any links away from page (not recommended), also have CTA on the new page (or video) and a button or link (such as with testimonials)
- Run through the CTA checklist again
General guide for CTA placement:
A squeeze page* – Above The Fold, always.
A home page – ATF if appropriate (but should not be the only CTA on the page).
A product/sales page – probably not ATF.
A good A/B test idea is to try placing your CTA at the end of your page vs. placing it above the fold.
*a page with sole intention of collecting email subscribers
CTA Checklist
- Clarify end result/benefit of your offer/product
- Crystal clear what action to take or where to go next
- No conflicting choices
- CTA in an appropriate place
- CTA Leads with action verb
- Colour contrast
- Surrounded by enough White/Free space to make it clear & stand out
- Empathises what they’re going to get – not what they have to do to get it
- Sets appropriate expectation of what will be delivered
- Sets appropriate expectation of how it will be delivered
Bonus Points
- Include a succinct benefit “Do this & get this”
- Visual Directional Cues
- One option only
Contact Me If You Need Any Help With CTA Copy
Primary In-Depth Action Steps
These steps require more in-depth research and work, but will give you the best results over the long term.
- Develop a Primary Customer Avatar. Contact Me if you need help with this.
- Develop a Value Proposition Statement. Below are steps that will help, but again you can Contact Me if you need more help with this
- List the main issues/problems/needs this specific customer has, and prioritise at least one to focus on
- Consider & research actual search terms they would use to try and solve their specific problems. Use these terms to inform your understanding of their needs and how to construct your copy.
- Clarify how your product can specifically help them solve these problems (solutions)
- Using 2-3 sentences, draft connections between the problem, your solution/your service and (ideally) how you deliver it
- Consider the value you bring, the way you deliver, and how you might connect them into a unique differentiator
- Create a standard Landing Page template with all the key elements in place, with which you can adapt the copy to empathise and speak directly to different segments of your market or for different acquisition channels. Contact Me if you need help creating a Landing Page template.
- Message match the Landing Page with one specific acquisition channel (ad). Repeat. Contact Me if you need help with message match.
Side Notes
- Reviewing the First Impressions Test, one thing that really stands out is that I missed the purpose of the page – the Webinar. That’s a highly valuable ‘red flag’ i think. Worth running that test again, if you can find some people who would be fresh to you and the page. You won’t get accurate feedback, if they’re already familiar with you and what you do. Let me know if you need help with this.
- Create a LP specifically for the webinar and – if you don’t currently have – consider a squeeze page with lead magnet (pre-webinar in the funnel). I like this idea: “5 Step Formula you can immediately implement” as a lead magnet.
- XXX – could use an explainer. Simple infographic maybe?
- Founder: For additional credibility, can you add more to your experience or results?
- Do you have or can you get testimonials specific to webinar, that back up messaging with specific value gained? Place in appropriate points on the page (don’t link away from page!)
- Hero shot – There is nothing wrong with having your photo as the focus, if you want the attention to be on you or your personal brand. As it stands, the impression i get from both images is “business coaching”. Is this the intention? Consider which is most important to communicate on this landing page (might be different from home page) – your personal brand/main business or the webinar? If it’s the webinar, then your photo is better removed from the Above The Fold area, or reduced and then you can use this space to put more focus on what matters the most.
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Significant projects in the past have included running a record label and setting up a charitable education & welfare program.
He works both from his home in the UK and - when the weather takes a predictable turn for the worst - remotely from warmer climes.
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