3x Your Landing Page Conversions with these 4 Questions

In the last 30 days, I celebrated major performance improvements with two PPC campaign management clients. Their conversion rates tripled.

No campaign management wizardry was involved this time. We improved landing pages. I regularly come across founders who think of an excellent landing page as an accessory rather than a must-have because “Our offering speaks for itself, and somebody who is genuinely interested will take action anyways.” That is a very expensive attitude.

The first step towards convincing them is sharing the landing pages of companies in the same industry. Ideally, these are companies we know are successful. And then we do a test. Everybody agrees because they can only win: Either they are right, or the business makes a leap forward.

There are a lot of things that go into a good landing page. Today’s essay focuses on the content.

I ask four questions – and I illustrate them here with the answers I came up with when I wrote the landing page for RSAPro, my Google Ads Ad Copy tool.

The Pain: What pushes the user towards our solution?

• • Copywriting takes a lot of time
  • Managing Responsive Search Ads on Google is tedious
  • Other ad copy tool’s output is often too long, or you have to tinker with prompts forever to get good results

The Gains: What does our solution promise?

• • Faster ad creation, clever ad copy, better performance
  • Better business results (recognition from boss)
  • Adoption of AI

The Anxieties: What is the user afraid of?

• • Can the tool really make this process easier? How does it even work?
  • Is it secure? Will it steal my data?
  • If it is free to try, is there a catch?

The Habits: What does the user need to overcome?

• • Already using a copywriter/agency they do not want to make obsolete
  • Existing workflows, how to embed the tool
  • Long-term cost is unclear

Working through these questions, ideally by speaking to your actual customers. Then incorporate the findings into your landing page. Let me know how it goes 🎉