Your home page, landing page, and about page are crucial to your online marketing success. I've crammed 20 years of website copywriting experience into this concise, action-oriented tutorial.
5. Create a
clear, concise
introduction.
WE CAN
HELP YOU
¡
No boasts,
mission
statement or
elevator pitch.
¡
Focus on the
visitor.
¡
“you…”
¡
Your pleasures,
your pains.
7. Snuff the fluff.
GET TO
THE POINT
¡
Flair is good.
Fluff is bad.
¡
Throw away the
throw-aways.
¡
Visitors have
short attention
spans.
¡
Edit ruthlessly.
13. IT’S ALL
ABOUT
CONVERSION
¡
¡
Landing page
Your landing
page is critical
to your success.
Not about
helping readers
find what they
want—it’s about
delivering it.
¡
“GateD.”
¡
Collect basic
information
With a form.
¡
We’re
talking about
opt-ins.
14. Make a
keyword connection
in the headline.
THE RIGHT
PLACE?
¡
THE visitor
comes with an
expectation
based on
what he just
clicked.
¡
Reiterate
those words.
¡
Deliver
Assurance.
15. Focus solely
on the offer.
ONE
REASON
FOR BEING
¡
Don’t crosssell or
upsell.
¡
Don’t offer
links to
sections of
your website.
¡
No escape
routes.
17. Showcase
the value of
the offer.
THE VISITOR
IS NOT A
LEAD YET
¡
Make the
value
proposition
unmissable.
¡
Use subheads
& captions.
¡
“DREAMY”
value
statements.
¡
Make the
benefits
specific.
18. Write in a friendly
second person
narrative.
DON’T BE
COLD
¡
I am “I”
and you are
“you.”
¡
Avoid job
titles,
customers,
users, etc.
22. LESS
= MORE
¡
the fewer
fields you
require, the
more
responses
you’ll get.
¡
Make the
form easy to
find and
fill..
¡
Email &
name.
Streamline the form.
23. GET
CLICKED
¡
Include a
smart button.
Choose callto-action
words
carefully.
¡
Generic words
such as
“submit”
perform
poorly.
¡
Value
statements
are better.
¡
Send me
“free tips.”
24. THE
AWKWARD
FIRST DATE
¡
¡
About page
Most visited
or most
exited?
Challenging
page to write
—who’s it
really about?
¡
Answer
Questions:
why read?
What problems
will I solve
here?
29. EGO
FOOD?
¡
Lose the B.S.
Be wary of
superlatives
& hyperbole.
¡
Avoid B.S.
words…
“visionarY,
outstanding,
world-class &
cutting-edge.”
¡
And you’re
not a thought
leader.
30. NOTHING
BUT THE
TRUTH
Don’t write fiction.
¡
Your
aspirations &
accomplishments
are not the same
thing.
¡
Tell your
readers about
why they should
care about your
accomplishments.
32. RESUMES
ARE BORING
Bring bios to life.
¡
Bios that are
100%percent
academic &
professional
are sleepy.
¡
Readers
expect you to
be a pro.
¡
Now give them
something
worth talking
about.
36. Remember who
the page
is really about.
THE MOST
IMPORTANT
THING
¡
Your five w’s
is a starting
point only.
¡
Focus on the
why.
¡
Salesy won’t
establish
credibility.
¡
the reader
comes first.
37. Can I help you?
YOUR QUESTIONS ARE WELCOME.
www.feldmancreative.com
@feldmancreative
38. THANK
YOU
¡
¡
You can go now.
Go write a
great home
page.
Go write a
great
landing
page.
¡
Go write a
great about
page.