Jon Johnson is a California-born Copywriter and Content Manager with a passion for personal growth.
He empowers his clients to impact their customers through strong branding and warm customer facing copy. Specializing in Natural Health and Wellness, Jon’s flexible style draws readers from every field.
From professional bloggers to media agencies; real estate agents and local business owners. Effective copy creates irresistible journeys that clients have to take.
The goal of a landing page is usually to spread awareness about your product or service, while also getting the customer to give you some useful information to use later. This usually includes a name and email address for email follow-ups with a personal touch; but can include everything from age, country, salary, and mother’s maiden name if you are really feeling brave.
You really want to keep this as short as possible though, to increase the chances your reader’s will actually take the action. Make them give you just enough info, and then give them what they want.
As the landing page is often the first thing a reader sees about your company, and in many cases they have reached the page because of your PPC ad; it needs to answer three things:
- What do you do?
- Why do I care?
- What do I do next?
Here is abefore and after I completed:
Self explanatory. Click the button, it takes you to a new page to enter your info and click the button again. But “why the heck should I do that?” Is what your clients are thinking.
So, first we eliminated vague image scroll, created more action driven content and a stronger call to action; we also increased awareness through stronger copy leading to direct call to action
The form they fill out is everything that is needed to take the next step. Everything. Enter your name, email or phone number, and an optional message, and we will contact you and set an appointment.
And of course, it answers all of the questions:
- What do you do? We provide clean, safe water.
- Why should I care? Because you are probably drinking heavy metals.
- What do I do next? Get your water tested by us, of course.
Browse the rest of the portfolio if you’d like, or contact me today to start a great landing page together; your business deserves it.
Ah yes, Lead Magnets. We are all familiar with them. They hide behind every landing page on the market. Free e-book on losing 20 lbs in 20 minutes!? Sign me up. The spreadsheet of the gods for making a bazillion dollars? I’ll take it.
Simply put, lead magnets are the reason a person gives you their personal information. And it has to be juicy, because, let’s be honest, no one wants to give you their email– at first. Once they find out how amazing your business is, they’ll be begging for updates. But building the subscription and lead list can be tough, so we use lead magnets.
Lead magnets need to answer a few questions:
- Does your target audience want it?
If you have a dog training website and you offer them the lead magnet “Ten Ways to Make sandwiches”, they probably aren’t going to care. Target your audience, ’nuff said.
- Is it juicy?
This one is a matter of perspective at times. A boring lead magnet can convert with a juicy title alone at times, but you really want to make sure that lead magnet is mouth watering, eye bulging, heart racingly good. Catchy catches for a reason. “The 5 things I did to make my first million dollars” is much better than “5 productivity tips”.
- Can it be found elsewhere easily and without giving away contact info?
If your lead magnet is a recipe for chocolate chip cookies, it isn’t going to convert, unless you are Betty Crocker herself. If it takes me 3 seconds to find the info on your lead magnet elsewhere on the web, why would I give up my personal info for it. Make me want it, ya tease.
Here is a sample landing page created for a client:
This particular company runs a podcast. Rather than have people listen to dozens of podcasts right off the bat to find the info on this page, they offered new users a breakdown of the most important health tips they’ve discovered thus far – to get them “up to date”
Nothing over the top, but by relieving the burden of hours of audio and the bleeding ears required to learn this info, users happily gave us their name and email.
One more example:
Tips for successful branding. Nothing earth-shattering here. It is delivered to new business owners in exchange for their emails by a company which wants to create their website. It is a “special report” that the businesses pros (me, just some copywriter) spent years studying and now use to create successful startups. It sets this business up as an authority, creates a lead for a sale, and may even make a fan or two.
browse the rest of my portfolio or contact me today to make a great lead magnet together
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