Hi Reader!

Welcome back to my newsletter. I greatly appreciate you taking the time to read this edition!

I took a small break from the newsletter last Friday to spend time with family and friends this Easter weekend. How was your holiday? Did you do anything fun?

I learned something absolutely mind-blowing to me yesterday…

Since January 1st, I've audited over 400 landing pages 🤯 That's wild to me.

In each audit, I review an entrepreneur's landing page to help them maximize their lead-generating abilities. I've shared the same tip almost every time, as most people face the same issues.

Now, the goal of a landing page is to help people make informed decisions. It's not there to convince or provide information like a website. It should summarize an offer and give visitors a chance to decide.

They're willing to click ONE button if they have enough information for an informed decision.

A landing page needs one action, and that's it. Many times, entrepreneurs either have multiple actions or don't present the benefits of their offer.

I want to share my expertise so you don't make the same mistakes. Here are 3 tips for creating effective landing pages using non-coercive techniques, which means placing complete trust in visitors and allowing them to make empowered decisions in their own time.

1. Conciseness Wins

The first tip is to be as concise as possible.

Telling your life story might seem reasonable for connecting with people, but honestly, no one cares. Focus on providing credibility to the offer and leave storytelling for social media and videos.

Landing pages are meant to be short, providing just enough information.

Essential sections for a landing page include:

• A hero section that summarizes the core benefit of your offer. It should include a captivating headline, body text to tell them how to receive the benefit, a button and imagery or graphics.
• A section explaining who the offer is for or what pain points the right person should experience first.
• An about section to help you gain credibility.

Sales pages will include more sections than these. The above is for a free or low-cost offer. A free offer speaks for itself; people will download it if they know it's for them. Focus on outlining why it's for them and what the course includes.

2. Care About Their Time

How do you care about your visitor's time? Share the exact positive results they'll gain from your offer.

I'm using the words "positive results" rather than "benefit" because there are many misconceptions about the depth of a benefit. Most businesses say stuff like:

• "We save you time and money."
• "Made simple"
• "Never heard/used before"

These aren't benefits. These are statements that any professional can say to their clients. Everyone inherently saves time and money when they offer a product or service.

In my audits, many focus on broad statements like this and don't say why others should care about their offer. They're wasting their visitor's time!

We need to answer this question to drill into a specific benefit:

• If someone implements every tip in your offer, what are the positive results from that process?

For example, what are the positive results of implementing five tips from an ebook about high-converting landing pages? More leads, customers, or followers might be some of these benefits.

People don't care about a high-converting landing page or the conversion rate but what it gets them.

Once you have this benefit, write a headline and put that in your hero section!

3. One Button, One Action

The last tip for a non-coercive landing page is to include only one button.

Multiple offers (or buttons that do different things) cater to too many audiences. Having too many offers can overwhelm visitors and make them feel unimportant.

One offer and action allows us to dive deep into its benefits and make our audience feel understood. So keep it simple, clear, and focused on the main goal.

This advice is the most important in conversion optimization.

What if you offer multiple linked items, such as an eBook with a coaching call that helps visitors implement the tips? This is where a funnel comes in.

A simple funnel would be a landing page for the eBook and a thank you page offering a coaching call.

A landing page is made for one offer, while a funnel is made for multiple offers.

And that's all! I hope you enjoyed and learned something from this edition.

If you have, it would mean A LOT if you could share the newsletter. And it would mean even more if you replied to this email to share your thoughts​!

Until next time.

All the best,
Ian
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