How to craft a landing page that converts (step-by-step)

Ever needed to write a landing page?

Lots of companies use them to sell their products & services online.

But there’s one that towers over the competition.

It’s an online publishing behemoth that brings in over $1 billion dollars per year….

And cranks out winning offers & promotions like clockwork.

The secret to their success?

A breakthrough technique for crafting winning landing pages called “copyboarding.”

Today, I’m giving you a crash course on how it works and how to implement it step-by-step as soon as tomorrow.

Let’s dive in.

Reading time: 2 minutes and 50 seconds

Meet the Inventor of This Breakthrough “Copyboarding” Technique

Joe Schriefer is the former executive publisher of Agora Financial.

Agora Financial is one of the subsidiaries inside The Agora, an online publishing juggernaut bringing in over a billion dollars per year.

Joe is credited as the inventor of “copyboarding.”

You see, just like how storyboards provide the visual building blocks to make a movie… 

“Copyboarding” provides the logical building blocks to craft a persuasive landing page.

Here’s how it works:

STEP 1: List out objections

The first step is to come up with as many potential objections someone might have as possible.

You can do this on cue cards, post-it notes, or within a document.

Let’s brainstorm a few objections for a ghostwriting service.

For example:

• “How will you capture my brand voice?”

• “I’m busy. How much of my time will this take?”

• “Won’t people be able to tell I’ve hired a ghostwriter?”

• “Do you also reply to comments & engage on my behalf?”

Now, here’s a few universal objections that apply to any offer:

• “Why should I trust you?”

• “What’s in it for me?”

• “Why do I need this?”

• “How does this work?”

• “Who is this for?”

• “What do I do next?”

• “Is there a guarantee?”

• “How do I know this will work for me?”

NOTE: It’s helpful to frame these as dialogue coming from the prospect.

After listing them all out, move on to Step 2.

STEP 2: Organize objections

With all potential objections laid out in front of you, the next step is to reorganize them in a linear way.

Here’s how we might do this for our ghostwriting example:

1. “What’s in it for me?”

2. “Why should I trust you?”

3. “How does this work?”

4. “How will you capture my brand voice?”

5. “Won’t people be able to tell I’ve hired a ghostwriter?”

6. “Who is this for?”

7. “How do I know this will work for me?”

8. “I’m busy. How much of my time will this take?”

9. “Do you also reply to comments & engage on my behalf?”

10. “Is there a guarantee?”

11. “What do I do next?”

After doing this, you might find there’s some overlap…

Meaning you may not need to use every single one.

That’s perfectly fine.

Eliminate the redundant ones, then move on to Step 3.

You can always address any left over objections in the FAQ at the end too.

STEP 3: Write benefit-driven subheads to overcome objections

Once you’ve reorganized the objections in a linear fashion…

The next step is to write out benefit-driven subheads to overcome them.

Check out the table below to see what a few examples for our hypothetical ghostwriting offer might look like.

See how the benefit-driven subheads tell the story?

If all you did was skim through and read the subheads, you’d still be able to grasp the overarching message of the lander.

Which makes it much easier for readers to convert.

Once that’s done, all you have to do is fill in the rest of the outline.

Putting It All Together

How to craft a landing page that converts (step-by-step):

• STEP 1: List out objections

• STEP 2: Organize objections

• STEP 3: Write benefit-driven subheads to overcome

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton

P.S:

If you want an even deeper dive on copyboarding, listen to this interview with Joe to learn more.