A process you can use to make landing pages that sells for you

Hey!

While I'm new to programming and start-up/SaaS, I have a good amount of experience in mass marketing, especially with ads and landing page.

On my last eCommerce brand I made a product waitlist page who had 40% conversion rate, so I thought I could give IH a few tips to make a good landing page!

Here is the process I use to make landing page that (usually) convert!

Note: Since I have a fresh landing page from last week, I'm going to shamelessly use my app as an example here 😌

🧠 Preparation

First, before thinking of any functionality to add on your page, take some time to REALLY think about the “real benefits” on your product.

For that, take your product / feature, and ask yourself “So what?” 5 times for each. What does it means for your customer? 🤔

• Product: A customer service A.I. that answers repetitive questions.
• So what? It automate your customer service
• So what? Founders spend less time doing customer service
• So what? Founder have more time
• So what? They can focus on growing their company
• So what? They get more success / Freedom

Do that for your main features, and if you know your customer, you should have a good idea of which final "so what" will resonate the most. That's going to be your marketing angle.

Note: It's totally ok to make different landing pages for different targets.

✍️ Drafting

Now, it’s time to write. Not on VS Code, but on Google Docs.

Create 4 sections: Attention, Interest, Desire and Action.
Here is what you’re going to write in each:

Attention:

Something short and catchy, that will directly make them feel concerned. You want them to think “Wow, that’s me! 🤯”. A question usually works well here.

Interest

You’ve got their attention, congrats!

Now you have to keep them reading. The goal here is to show them that the product can help them. You can talk about:

• Their current situation
• What the product did for other people
• Facts & numbers

Desire:

Now, it’s time to make them feel stuff and desire your product.

That’s where the ✨magic✨ happens. Take what you wrote in the first section, and put it here. You want your customer feel a tickling in their belly when they read that. You want them to “feel” the benefits and think “Oh damn, I would love that”.

Action:

This is where you’re going to ask people to join your waitlist or purchase.

That’s probably where people will run into objections, so you can also add counter-objections, social proof, scarcity, bonuses etc.

Basically anything that can justify why should they act now and now and not in 3 months?

Here is the Google Docs draft I used if you want to see everything in one place.

Nice, you’re now done with the writing! At least, for now. Read it, ask other people to read it to get feedback (not your mom thought, ask someone relevant), and improve it.

👉 A copy is not a one-shot thing, it’s something you improve over time.

🎨 Design

In my opinion, that’s ONLY when you have your copy ready that you can start planning the design.

Obviously, design depends on what you’re selling, but here is a few guidelines I use to design my pages:

👉 Keep it simple:

Try to limit yourself to HTML & basic CSS. You don’t need to spend days making an incredible design with fancy sliders and complicated code when you're just starting. You'd be surprised to see the kind of ugly pages that are making a killing just because the content resonated with the audience.

👉 Keep is visual:

Big chunks of texts sucks.

Add 😁 emojis, 🖼 pictures, and 🎥 videos (if relevant). It makes your page easier to read. Don't turn your page into a circus tho, you don't want to distract your reader either.

👉 Buttons everywhere:

Sometimes, people don’t need to read the whole thing to be convinced.
When it's the case you want them to be able to find a button on their screen at anytime. Make sure there is always one visible.

💬 Feedback

Last but not least, ALWAYS ask for feedback.

Run split-tests if you have enough traffic, or just ask other people to roast your landing page, and improve it based on the feedback you receive.

More than often, what you think is the best is not. Only your customers can decide.
From my experience, the "ugly" version works better than the fancy one more than you can imagine.

So, test everything, and iterate over time.

With all that you should be able to make a nice landing page!
If you want to see an example, here is the final live page I used in the examples.

Hope the tips helps.

Good luck!

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• P.S. It was originally an answer to an IH comment but I thought it might interest other people, so I turned it into a blog post + IH post. I added 3 bonus tips on the blog (marked 💡) , feel free to check it out!
• P.P.S I'm nowhere near being an expert, so feel free to give me feedback!
• P.P.P.S Feel free to share your landing page in the comments, I'm gonna go sleep soon but I'll take a look when I'll be back!