How to Write Your Irresistible Landing Page
Landing pages are about the destination, not the vehicle
Let’s talk about some ways to end your homepage with a compelling call to action in this chapter. Let me close this chapter by reminding you that your prospect, or client, should be the focus of your call-to action. You are the person who is reading your homepage.
What are their top desires? What are their top priorities in life/business/career.
It doesn’t matter if you give a complimentary consult or offer another giveaway, the important thing is to focus on the destination and not the vehicle. You don’t buy plane tickets to enjoy the ride on an airplane (in most instances), but you do so in order reach your destination quickly. Too many business people try to sell the plane (a.k.a. The vehicle) with something like “Come see my airplane!” It has 300 seats, it’s super cool! But people care less about the features than they do about the journey. The fact that an airplane takes them to their destination so much faster than driving, for example, is a major advantage. You might also focus on the advantages of your airplane over other planes like more legroom, cushier seats and better food.
This step is often overlooked by business owners. They might offer a report for free and say, “Come get my report!” It has 50 pages and lots of beautiful pictures. You can sign up for it and I will send you stuff three times daily, just to clutter your inbox! Although you won’t be able to come out right away and sayyou are cluttering up their inboxes anyway, the message gets through.
All of this is not going to get to the heart and soul of what you can do to help people. It’s easy for people to overlook it.
Instead, you should be focusing on the relief you can offer and the transformation people will experience when they work with you. You shouldn’t offer a free consultation, as that is just the vehicle. Instead, you should package your free consult into a results-oriented strategic session. For example, when I was looking to connect with clients in the past I did not just offer a free consultation, which is too general and abstract for people to understand why they needed it. I instead offered something similar to my Get Clients online Action Plan session. One time, I sent an email promoting these sessions. I filled my appointment book 32 times with interested prospects and converted half of them into a new program.
The bottom line is to think about how your home page calls-to-action should be structured. Next, tell readers exactly what steps they need to follow to overcome their obstacles. These steps could include working with you one-on-one or by buying a product or participating in a group program.
The Simple, Yet Effective Call to Action Formula
Once you have your call to action, make it simple. It doesn’t have to be lengthy to be effective. However, you must include the following elements.
A compelling, clear offer
A concise, but powerful list of the many benefits of this offer
They will be given a sentence explaining how they can claim the offer
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Side note: Your “click here…” statement should be linked to a contact page on your website or anywhere else that they can go to book a consultation, such as to an online appointment scheduling tool like the one at TimeTrade.com.
All the pieces are in place:
Your home page CTA strategy. Will you offer a free consultation upfront, after another gift, or none at all? What gift will you give as a free gift? (
Create a captivating title for your homepage CTA.
Find out the benefits of your CTA home page.
The CTA formula should be filled with 2-3 sentences that describe your CTA, highlight the benefits, and finally call readers to action.