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These are the puzzle pieces of a landing page. You will likely not use all of them.

Headline: Quickly conveys the big idea/grabs them. Clear and specific, outcome and niche-focused.

Subheadline: go into important and relevant detail that further explains the headline.

The Big Idea

What’s the one big idea you want them to understand. Get their attention. Grabe onto their brain. Make it stick.

How will you get their attention? How do you hook someone? What makes them want to read this page?

What makes it different. Why should they care. What’s your unique advantage.

Solution [Paint picture of success]

Invite them into the future. What would it look like if they worked with you? What does success look like? Tap into emotions here.

Write to ONE person – Say their name out loud. Picture them. Tip: create an avatar and find a picture on Unsplash or use a clients picture. Have this picture out when writing copy.

Clarity – be clear, not clever. People need to understand what you’re saying. Help people hear you before they hire you. Don’t write a big word or sentence when a short one will do.

Insightful vs Informational – Is it Insightful instead of simply informational. Will it give your readers an ah-ha moment that will instill lasting change? For example, can you apply it to specific situations they experience? Can you create acronyms or visuals that will make it stick. How about analogies. What will bring about that ah-ha moment?


Benefit Bullets

Benefits are the outcomes or results that users will (hopefully) experience by using your product or service – the very reason why a prospective customer becomes an actual customer.

  • Benefit 1
  • Benefit 2
  • Benefit 3
  • Benefit 4
  • Benefit 5
  • Benefit 6

Problem + Stakes

Alright, we’ve laid out the positive picture of what will happen if they work with you, now we need to take that away.

The human brian pays attention to clear contrast (clear highs, clear lows). Let’s paint a picture of the “low.”

Spell out the main problem they have and any supporting frustrations (Specific). Explain the stakes, what they will lose if they don’t get help. It’s easy to talk about positives, but psychology shows that negatives are typically more compelling. “People will do more to avoid pain than to gain pleasure.”

Feature Bullets

Benefits are way more compelling and are ultimately why they will invest, but features are important too. Many people wan to know what it looks like. What are the components?

Simply, a feature is something that your product has or is. This is a great place to break down your offer into it’s highest level modules, weeks, or pillars.

  • Feature 1
  • Feature 2
  • Feature 3
  • Feature 4
  • Feature 5
  • Feature 6

The Plan

How it works. This section will visually layout exactly what you want them to do and exactly what will happen after they take action.

Step 1

Spell out the exact next 3-4 steps they need to take to move forward.

Step 2

Lift their fog. This is a super simple component that most sites miss.

Step 3

Most pages are confusing. But yours will not be because you have this template.

Hi! I'm Miles

The guide [Relate + Story + X-factor]

Introduce them to the guide, you. They are the hero in this story and you are the guide.

Common mistake coaches make is making themselves the hero…don’t do that. Think about it, every great movie has a guide that steers the hero in the right direction. Be Yoda to Luke Skywalker. Navigate the hero to success.

This section introduces you, the guide, and shows them your x-factor. What makes you unique and why are you the best guide for them?

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John Doe
Client

Call to Action

Instructions on what to do and what will happen once they opt-in.

Your email is protected. We won't spam you. Easily unsubscribe at any time.

Explanatory Paragraph

This can be a longer form section that allows your visitors to overcome objections, perform due diligence, and build more trust. This can also be a video.

This section should tap into the researching part of their brain. Some people need to do enough research to justify their action, this section is for them. You can also invite them into a story here if you want.

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John Doe
Subscriber
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John Doe
Client
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John Doe
Client

Mission/vision/why

Write your offers mission, vision, or why without using “I” or “me.” Call out who you help and why specifically to this offer. Layout your ideal future for THEM. You can also make a 1-3 min video here to supplement your copy.

Final Call to action

I can't believe you haven't subscribed yet. Do you have any idea how long we've been waiting for you. Stop dilly-dallying and get in here.

“I sometimes even print the emails out so I can read them, again and again, to remind myself of what’s most important, before I get lost in the abyss that is online entrepreneurial advice.”
– Liz (subscriber)