Lesson 1 of 4 · 6 min
Landing pages
Your page answers the exact promise the ad made, in the order a reader asks it.
The most expensive landing page mistake is a page that is good in general and does not match the ad that sent people to it.
Steps
- Write the ad's promise at the top of the page, in similar words.
- Answer the reader's questions in the order they occur: what is it, does it work, is it for me, what does it cost, what now.
- Put one call to action above the fold and repeat it at the end.
- Read the page as someone who just clicked, knowing only the ad.
Why matching wording matters
A reader who clicked on a specific claim needs to see that claim confirmed immediately. If the headline is about something else, they assume they are in the wrong place, and they are not wrong.
What to watch for
Pages that open with the company rather than the offer lose people in the first screen. Nobody clicked an ad to learn about your founding.