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3-step framework you can use to create landing page copy that converts

What’s up! This is Sheldon from The Zero to One. Helping you build and scale your business with proven product and growth tactics from the world’s most successful startups.

Here’s what’s in store for you today:

  • Deep dive: 3-step copywriting framework to create a landing page that converts.

  • ICYMI: How Mailchimp became the biggest bootstrapped sale of all time.

  • Cool things I saw to take your business to the moon.

  • Opportunities for you and your business to take advantage of.

  • Top tools for your business.

  • Cool jobs currently open in the startup world.

Before we start, I have a quick question for you, that I’d really appreciate your feedback:

How to create a killer landing page in 3 simple steps

First impressions count. And as the old saying goes, “You don’t get a second chance at seeing your landing for the first time”.

Okay, maybe that’s a slight tweak of the saying. But it still stands. Your landing page is often the first look someone gets at your brand. So you need to make it count.

Part of that is writing compelling copy to get people to trust you, and ultimately buy your product or service. So here is a simple 3-step framework you can use to write the copy for your landing page:

Step 1: It’s not about the text ✍️

This might sound counterintuitive. But the thing is that great writing is a result of clear and great thinking.

So the first question to ask yourself is how do you get this clarity of thought?

It’s about deeply understanding your users:

  • What is the pain point your users want to fix? (e.g. they are losing deals)

  • Why are they experiencing this pain? (e.g. they are missing follow-up calls because their CRM is not user-friendly)

  • What is the result your users desire? (e.g. to close more deals)

  • How can people use your product to get a result? (e.g. get more customers on sales calls with more effective communication)

But how do you answer these questions?

Speak to your users. And don’t just use forms. You want to get on video calls with them or meet them in person.

Step 2: The slippery slope 🏂

The only goal of each section on your landing page is to get your users to the next section - all the way to the ask.

To do this, break everything down into sections with one singular goal.

For example, the first section should be about hooking the user to read on. So get to the point, but don’t quite close the loop yet - leave something unanswered that gets people to read on.

Let’s take lemlist for example - they’re an awesome B2B cold outreach tool for salespeople and founders to close more deals - to explain the slippery slope.

Great headlines should only grab attention

When you look at lemlist’s landing page, you can see they do a great job at grabbing attention. If you’re a salesperson you immediately see that this tool helps you reach inboxes and get replies.

But critically, what lemlist has done here is create curiosity.

They explained the what and why. But not the how. That’s still unanswered.

Tease the how

They then tease the how in their subheading and picture, but the loop is still not completely closed. You want more answers. E.g. “How do they personalize my emails?”

This adds to the curiosity and gets you to scroll down.

Sprinkle the proof

You can see as you land on their landing page that top companies, like indeed, use lemlist. Giving it instant authority.

Next they hit you with hard numbers to quantify the value lemlist can bring. As well as show you personal stories to build a connection and give you some friendly faces to picture yourself as.

What lemlist have done here is address a potential concern of legitimacy as well as build trust. And importantly, it’s increased your curiosity by leaving the question of how unanswered for longer - plus added more stakes now (if all these people have done it, the how must be great!)

Empathize with their pain

The next thing lemlist walks you through is to show you that they understand your pain. They build trust by connecting with your pain points.

You are not just using some random tool - you’re using a tool built for you. Because you’ve struggled with these things in the past.

By now, you’re dying to know how they do it. Begging to close that curiosity loop.

Closing the loop

Ask and you shall receive.

lemlist created this beautifully designed scroll card to explain in three steps how they deliver on the what. They even add pictures to give you a more intuitive understanding.

Finally. You close that curiosity gap, having walked them through the landing page step-by-step. One goal at a time.

  • Hooking potential customers

  • Getting them curious.

  • Showing authority.

  • Relating to them.

  • Telling them how exactly you help.

  • Making the ask (if you scroll a bit more down their page).

Step 3: Squash the objections 🤝

Potential customers will always have concerns. Sometimes they’ll ask you - and that’s great. But most times they won’t. So you’ll lose them.

That’s why answering objections in your copy is super important. You don’t want potential customers to leave because of any unanswered questions.

There are a few ways to do this.

The first is to address potential objections throughout your landing page.

If you look at Lemlist’s customer reviews, you can see a few objections squashed their already, e.g. “lemlist is so simple to use, easy to connect with your CRM…”

Straight away, any doubts of a high-learning curve are gone. Plus I now know I can easily connect this to my CRM - lovely!

A customer feedback section is a great to organically address concerns in a natural and trustworthy way.

Another common way to address concerns is with an FAQ section:

Use what you hear in sales calls or customer meetings to address common concerns in a quick and concise manner.

Another common concern across all products is how easy is the tool to use and will I be able to learn it. There are a few ways to address this, like the point above on customer feedback. But a smart way lemlist addresses this to show you their library of content walking you through the product and how to get the best results from it.

If you have time and resources to create a “product university”, I highly recommend it. It is a massive in building trust.

If you get a super common objection, it might be worth creating a standalone section on your landing page to address it and show off your product’s ability to handle it.

lemlist does this well with multichannel outreach - i.e. sales simultaneously on different channels (cold emails, LinkedIn, cold calls).

So when building your landing page always keep your customer in mind. Make sure you know what drives and motivates them and how this fits into your product - highlight that.

ICYMI ⏮️

Last week I deep dived Mailchimp, the largest bootstrapped exit in history at $12B!

I tried a new format for the deep dive focusing on the key tactics Mailchimp used to get off the ground and then the tactics they used to accelerate growth from there.

Click the button below to learn how Mailchimp became the $12B email giant making over $1B ARR through an awesome PLG strategy combined with many small bets hitting it big time.

My picks to take your business to the moon 📽️

  • Write high quality articles that are optimized for search (link)

  • How to manage your personal finances as a founder (link)

  • The two key laws of startup phyics (link)

  • 6 SaaS growth tactics that grew a simple product to $40k MRR in 18 months (link)

Cool Opportunities 🛎️

  • AppSumo’s Sumo Day. Huge sale event for software tools that ends on Thursday (13 June). Great for anyone needing tools to grow their business (link)

Tools of the week 🔨

Cool startup jobs I found this week 🕵️

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