Landing

Pages
101

Florian Decludt
Over the past 3 years, I have written over
200 landing pages.

Want to know a secret?

Each page answers the same 10

questions every time.
Question #1: How is it different
from everything else I’ve seen?

People don’t buy better.

They buy different.

Be different in 3 ways:
Target an underserved niche
Solve an undersolved problem
Solve a niche’s problem in a
completely new way.

Answering this question grabs their

attention and compels them to read
further or convert.
Question #2: What’s in it for me?

People care about 2 things:

1. Their problems
2. Their dreams

So make sure your offer either:

Eliminates a problem they have

Or brings them to their dream

If you do at least one of the two, you’ll

have their undivided attention.
Question #3: How do I know
this is real?
People are skeptical. And they’re right.

So you need to show them your business

is real., via:

Mockups
Screenshots
Certifications
Social proof.

Show them you’re not an amateur.

You’ve done the job before and you can

do it again if you want to.
Question #4: What’s holding me
back?

What is the real problem? (not the one

they say they have, but the one they
actually have).

Here’s a trick to find it:

Reverse engineer question one: what

does the difference solve?

That’s what’s holding them back (and

what you should put in your landing
page’s message).
Question #5: Who/What is to
blame?
You need to bond with your reader.

And what better way to create that

relationship than joining forces against
a common enemy, such as:

Conventional wisdom
Old approaches
Blockers

Lift the blame for their situation off their

shoulders.
Question #6: Why now?
Humans are master procrastinators. So
your landing page needs to highlight
what happens if they choose not to act:

How much time are they going to

waste?
How much money are they going to
lose?
What are they going to miss out on?

Amp up the pain.

Get them to act.

It’s for their own good.

Question #7: Why should I trust
you?

At this point they’re emotionally sold. So

you need to reassure them with some
logical arguments.

Enter:
Ratings
Logos
Testimonials
Case studies
Certifications.

Just make sure they’re relevant to your

offer and your audience.
Question #8: How does it work?
They’re sold on the outcome, and they
know you can take them there.

So next you want to unveil the path you’ll

follow together. Think:

Steps
Milestones
Timelines
Deliverables

Paint a picture of what the experience

will be like.

The more detailed, tangible, and vivid,

the better.
Question #9: How can I get
started?

Here you want to recap you offer:

They problem you’re solving.

What they get
How it works
Examples of it working

And tell them the next step to get started

on your program.
Question #10: What do I have to
lose?
Make it a no-brainer by removing all risk
for the buyer.

For example:
Money back guarantee
Free trial
Free work if results not met
etc.

The lower the risk, the more they’ll

convert.
To Recap
Answer these 10 questions to write an
irresistible landing page:

1. How is it different ?
2. What’s in it for me?
3. How do I know this is real?
4. What’s holding me back?
5. Who/What is to blame?
6. Why now?
7. Why should I trust you?
8. How does it work?
9. How can I get started?
10. What do I have to lose?

That’s the secret behind landing pages

that sell.
Follow for daily tips to increase
your agency’s revenue.