Webinar:

How to Create High-Converting Landing Pages

First things first, dedicated landing pages are non-negotiable.

Stop sending your paid traffic to your homepage.

While your homepage serves as a general introduction to your brand, for a generic audience... well, people clicking on your ads not part of your "generic audience". 

A dedicated landing page is a focused, sales-driven page designed to achieve a single objective -- sell, capture a lead, you name it. 

It continues the conversation started by your ad, maintains the flows, and guide your audience toward a specific action.

Creating the right landing page experience is the key to maximizing your ROAS.

Align Your Landing Page with Your Ad

Consistency is everything. The message in your ad must be immediately reflected on the landing page. If a user clicks an ad highlighting a specific benefit, testimonial, or ingredient, they should see that exact same element front and center when they land on the page. This alignment builds trust and reduces friction, making the user feel like they are in the right place and encouraging them to move forward.

Define Your Audience

You can't speak to everyone at once. Tailor your landing page copy and design to the user's stage of awareness in the marketing funnel:

• Top of the Funnel (TOFU): These users are unaware of their problem. Your landing page needs to be educational, building awareness and introducing a solution.
• Middle of the Funnel (MOFU): These users know they have a problem but aren't yet motivated to buy. Your page should nurture their interest and build trust.
• Bottom of the Funnel (BOFU): These users are problem-aware, solution-aware, and ready to make a decision. Your landing page is the final trigger, and it needs to be direct, persuasive, and compelling.

A Checklist for Landing Page Copy

Your words are your most powerful conversion tool. Follow this checklist to ensure your copy is effective:

• Make it Relatable: Speak directly to your defined audience segment.
• Keep it Simple and Clear: Use bold, straightforward language. Avoid jargon.
• Be Unique: Clearly differentiate your offer from the competition.
• Use Their Language: Mirror the words and phrases your audience uses.
• Find Your Rhythm: Write copy that flows well and is easy to read.

Find the Right Angle & Value Proposition

The same product can be sold to different audiences using different angles. The key is to create unique value propositions and dedicated landing pages for each. AG1, the greens supplement, is a master of this. They have separate landing pages that position their product as:

• An alternative to coffee for an energy boost.
• A great-tasting health drink (addressing a common objection).
• A performance enhancer for runners to "run stronger, recover faster."

Other powerful angles include:

• Benefits-driven: Focus on the ultimate outcome, like "A happy pill for your gut."
• Seasonal: Create urgency around events, like Hexclad's Mother's Day campaign.
• Social & Scientific Proof: Feature prominent "before-and-after" visuals. This single tactic can dramatically improve your conversion rates.
• Price and Behavioral: Offer a special discount exclusively for new customers, like Angelina's Coffee's 15% off welcome offer.

Learn from the Best: Competitive Inspiration

While you should never blindly copy your competitors, you should absolutely learn from them. Use competitive intelligence tools like Panoramata to:

• See what landing pages your competitors are running.
• Identify which pages they use consistently, as this indicates success.
• Track changes and improvements they make over time.
• Automate your tracking to stay informed about market trends and new campaign launches.

By analyzing what works for others, you can gather inspiration and apply proven principles to your own landing pages, accelerating your path to a high-converting funnel.

‍