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How to Create Landing Page Copy That Converts (w/ examples)

How to create a landing page that converts

Creating landing page copy that converts is arguably one of the hardest things to do, both as a copywriter and conversion optimizer.

Copy is the primary vehicle for helping the reader take the desired action (YOUR desired action) on the landing page.

It’s an extension of you or your sales person and it’s the reason why we’re able to help an auto recycler generate 497 new leads in just four months.

One of the reasons why it’s so difficult to write landing page copy that converts is because we’re not sure what the stage of awareness the reader (prospect) is in when they come to your page.

Whereas if we were speaking to them in person, we’d be able to change our pitch (copy) on the fly to match the state of awareness they’re in.

“Oh, you haven’t heard of our landing page creation services? Let me tell you all about it…”

But we can’t.

And like many of us who use our websites to drive sign-ups, leads and sales, we’re left to make informed guesses as to what state of mind the reader is in when arriving on your landing page.

10 Ways To Make Your Lead Generation Website Convert On The First Visit

10 ways to make your lead generation website convert on the first visit

There’s nothing better than a repeat customer in the world of brick-and-mortar, so the same should hold true online, shouldn’t it?

You want potential customers to come back to your lead generation website more than once to kick the tires, don’t you?

Having them circle back multiple times must mean they’re getting closer to doing business with you, doesn’t it?

Actually, no.

That’s the shocking fact the Chicago SEO experts, Straight North, recently learned after sifting through more than 300,000 sales leads generated by websites.

In 84 percent of true sales leads, they were generated on the first visit.

After people visit a website once, the chances that they will convert into real sales leads drops significantly with each visit.

How much?

A second visit to a website results in a true sales lead just 11 percent of the time, and then it gets worse.

All of this is why it is essential to have a lead generation website that drives visitors to immediate action,

10 Things You’re Probably Not Doing to Increase Conversions

6 Days to Conversion Marketing Mastery

Are you looking for more ways to get people to pay attention to you?

To accept your offer, whatever it may be, from a PDF freebie to a paid product or service?

Me too.

Yet, I’ll be the first to admit I don’t do things on this website to increase conversions and get more people in the top of my funnel (see item #1 from the list below).

The other day I sat down and laid out 10 things I wasn’t doing (but you should be doing) on my website and decided to share them with you.

They’re tips to help you get more leads and, ideally, more customers.

But before we list them, there are couple of things I’d like to cover.

First, the four stages of the conversion marketing lifecycle and second, the “rules of the online universe”.

The conversion marketing lifecycle

When it comes to doing business online, there are four stages to the conversion marketing lifecycle:

Stage 1: Convert web browsers into website visitors
Stage 2: Convert visitors into leads
Stage 3: Convert leads into customers
Stage 4: Convert customers into promoters

Let’s start with Stage 1.

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Here’s What Went Down At Converted 2016

A couple of weeks ago I wrote about the four things I wanted to get from attending Converted 2016, the annual conference put on by Leadpages.

They were as follows:

  1. Make connections with fellow conversion marketers
  2. Learn from the experts speaking at Converted 2016
  3. Spread awareness of my brand and the services I provide
  4. Experience the city of Minneapolis

How did I do? I’ll break it down in just a moment.

But first, I want to take a moment to thank Clay Collins, Julie Carroll and the entire team at Leadpages.

They put on a fantastic conference and they are some of the nicest, and smartest people you’ll meet.

It was great to finally meet people I’ve tweeted with, or emailed with, in person and I can’t wait to hang out with them again next year.

You should join us too, by the way.

With that, here’s what went down at Converted 2016.

>>Want to get a list of the top tools mentioned by the marketing experts at Converted 2016?

How To Integrate The Gumroad Overlay in Leadapages

Today I’m going to show you a little trick you can use to save your buyers time using the Gumroad overlay in your Leadpages template.

It bypasses the Gumroad product preview page and renders the payment form upon clicking the buy button on your page.

Like this:


You might be asking: “Why wouldn’t I just send them to the Gumroad page to purchase?”

Well, I guess you could but they aren’t the best sales pages – kinda like homepages.

Sure, people may buy your product directly on the Gumroad page but they’ll need to be in the “most aware” state of buyer awareness.

And my guess is that 80% of your prospects fall into “problem aware”.

To get them from problem aware to most aware, you’re going to need room to write some of your sweet sales copy (ex: a sales page) and then give them the opportunity to buy your product on that page.

And what if you are selling multiple versions of your Gumroad product (as you should be) using a pricing table?

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