MASTERCLASS BYSTEVEN KENT

A recipe for…

Landing pages thatconvert

FEB 2018

homepage = exploration

landing page = conversion

1.Headline (value proposition)2.Description (of benefits)3.Testimonials (show proof)4.Visuals5.Trust elements6.Form

1. Recipe

1. Headline

Grab attention

Know your audience:

'What's in it for me?'

Headline formulas- Call out your audience Example: A message for parents considering the flu jab for their child

-How to...Example: How to win friends and influencepeople

-<Benefit> without <pain> Example: <get a new car> without <paying thousands>

2. DescriptionAs long as i t needs

to be…

…but not longer

2. Description: bullets

Scannable Summarises offer Start with verbs, eg:- improves- gives- helps- boosts

3.Testimonials

Photo +Full name+ Job title + Quote- state problem- how you solved it- what was great about your service

Testimonial formula

'HubSpot has helped us save time and close more deals on a consistent basis. The ability to easily keep track of new leads, engaged visitors, and happy customers have been a blessing for helping us to use our time and serve our customers more efficiently.'

4. Visuals

(how not to do it)

4.Visuals

(how to do it)

Free (and good) stockphotos: www.pexels.com

www.unsplash.com

4. Visuals

(How to do it)

5. Trust elements

6.Forms

Less is more… right?

Microcopy

$12m field: tinyurl.com/lprecipe

Follow upafter the

conversion

- send them to a thank you page (track conversions)

- get in their primary inbox (avoid spam filt ers)

- get ready for GDPR (28 May)

linkedin.com/in/stevenkentcro