1.1: Every landing page has one goal

Let’s get one thing thing straight before we get started: Every landing page has one goal and only one goal.

Before you get started writing copy for your landing page, make sure you know and understand the single, focused goal for that page. Here are some examples:

  • Sign up for a free trial
  • Order your new product
  • Register for a webinar
  • Subscribe to your newsletter

A singular goal is important in two ways:

  1. It minimizes the amount of choice you give to visitors (in a good way) and,
  2. Makes it much easier to write effective, focused copy.

Say for instance, your goal is to capture fresh leads by getting visitors to exchange their contact information for a juicy new ebook.

At this point in the lead journey, visitors don’t need to hear about the history of the company, your upcoming webinar, or even the product or service you offer. They only need to know why they should download the ebook, like in this example:

Visitors only need to hear about the ebook: what it’s about and why they should read it.

Visitors only need to hear about the ebook: what it’s about and why they should read it. The landing page copy should include:

  • The ebook’s unique value proposition
  • A quick summary of what’s inside
  • A quick list of what readers will learn by reading the ebook

Focused copy that clearly explains “what,” “how,” and “why” reduces friction for your visitor. Your challenge? Explain how your offer is going to benefit readers.