how to make a high converting landing page

The P.A.S.T.O.R. Formula: Your 12-Step Guide on How to Make a High Converting Landing Page

It takes only one high-converting landing page to give your brand a gigantic boost in sales.

Here’s an example.

To promote its blenders, Vitamix launched a single landing page highlighting its superiority over other brands.

It blended together (no pun intended 😀) great content, simplicity, and a deep knowledge of its target audience.

landing page example

Source: vitamix.com

The result?

  • A 500% increase in daily visits to the Vitamix pages
  • A 20% increase in revenue
  • 32% of visitors returned to the Vitamix pages after their initial visit

AMAZING! We all want results like that.

But here’s the thing. Not all landing pages are created equal.

There are good landing pages, OK landing pages, and landing pages which are just well…meh. Plus, there are landing pages that make you want to pull your hair out and throw a tantrum.

And then there are the landing page unicorns. The ones that stand out, give you a huge boost in conversions, and get your brand front and center in the minds of your audience.

These are the ones I’ll teach you to make in this guide, using a unique formula: P.A.S.T.O.R. –one of the most underrated, yet best formulas in copywriting existence, created by legend Ray Edwards (author, How to Write Copy that Sells). Hint: Ray wrote copy for Tony Robbins, Jeff Walker (author of Launch), and many other globally-famous entrepreneurs.

This blog is a good one.

Ready?

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It takes only one high-converting landing page to give your brand a gigantic boost in sales. 💰 Learn how to create one using the P.A.S.T.O.R. formula created by @RayEdwards ✍ - now on the Write Blog via @JuliaEMcCoy Click To Tweet

how to make a high converting landing page

What is a Landing Page?

According to Unbounce, a landing page is “a standalone webpage, created specifically for a marketing or advertising campaign.”

It’s called a landing page because it’s where users “land” when they click a link from an email, an ad, or your blog.

Unlike other webpages, landing pages are created with a single goal in mind. It can be to sell a specific product, get users to sign up for a webinar, collect email addresses, and so on.

A landing page is where users 'land' after clicking a link from an email, an ad, or your blog. They're created with a single goal in mind: To move users to an action that benefits your brand 🏃‍♀️💨 Click To Tweet

Let’s look at how a landing page fits into the buyer’s journey.

Look at this email from AWAI (American Writers and Artists Inc.) In the middle of the email, you’ll notice a link inviting you to check out the program award-winning author Donna Baier Stein created.

email from AWAI

If you click the link, you’ll be taken to this landing page.

example landing page

Source: awai.com

This lengthy landing page is packed with useful information, benefits, and testimonials.

Its number one (and only) goal? To sell “Write Your First Novel or Memoir Now!” for $497.

Why Do You Need a High Converting Landing Page?

You already have an informative website and blog. Aren’t these enough to convert buyers? Why spend extra time and energy creating landing pages for each product or service you offer?

Here are three reasons you absolutely need landing pages.

Reason 1: You’ll Stop Throwing Leads Away

Go back to AWAI’s email above. Now, imagine your ultimate dream is to write the next New York Times Bestseller. The email appeals to you because it promises a step-by-step guide on how to do it.

But what if you clicked on the link in the email, and it led you straight to AWAI’s homepage? You’d see this.

AWAI homepage

Source: awai.com

Sure, the homepage promises you’ll learn how to make a living as a writer. But there’s no mention of the specific course that caught your eye in the email. You’ll have to dig it up yourself.

If you’re like a ton of users, you’ll either:

  • Get distracted as you look for the course through the navigational menu
  • Leave because your interest has faded and you don’t have time to look for the course

So, if you link directly to your homepage from emails, your blog, or social media? You’re throwing hot leads right out the window.

Reason 2: You Can Get Powerful Insights into Your Marketing

Landing pages are amazing because they help you measure the success of your marketing efforts.

  • You can collect information on your audience.
  • You can measure the percentage of people who convert.
  • You can compare different marketing offers.

Reason 3: You’ll Increase Conversions

Your website’s homepage is distracting. And that’s not a bad thing. You don’t want to leave out a single piece of sizzling information about your brand, right?

But there’s a downside to a fully-optimized, information-loaded homepage. When users visit it, they get distracted. A web page can have an attention ratio of 20:1, 30:1, or worse (God forbid) 150:1. This means there are 150 things to do distracting users from the one thing they should do.

On the other hand, a high-converting landing page has an attention ratio of 1:1.

Why do you need landing pages for your website? 1️⃣To stop throwing away leads. 2️⃣To get powerful marketing insights. 3️⃣To increase conversions. 🔥 Click To Tweet

How to Make a High Converting Landing Page: 12 Tips You Absolutely Need to Follow for Success

Now you’re convinced you need landing pages for your marketing campaigns, let’s dive into how to create a landing page that converts like crazy—following the formula of one of the most powerful copywriters in existence.

1. Stick to a Proven Formula for Long-Form Copy with The P.A.S.T.O.R. Formula

Have you heard of legendary copywriter Ray Edwards, or read his amazing book How to Write Copy that Sells? He is the communications strategist and copywriter for some of the most powerful voices in leadership and business—New York Times best-selling authors Tony Robbins, Jack Canfield and Mark Victor Hansen (co-authors of Chicken Soup For the Soul), Jeff Walker (author of Launch), just to name a few.

In How to Write Copy That Sells, Ray Edwards introduces the powerful P.A.S.T.O.R. framework for writing copy that works.

P.A.S.T.O.R. stands for:

  • P: Person, problem, pain
  • A: Amplify
  • S: Story or solution
  • T: Transformation and testimony
  • O: Offer
  • R: Response

Let’s look into them one by one.

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1. Person, Problem, Pain

Do extensive research on your audience. Discover the problem they’re facing and imagine the pain they’re feeling because of it.

2. Amplify

In a few short sentences, describe the consequences your audience will experience if they don’t solve their problem.

Here’s an example from Bottom Line. It outlines the consequences of not knowing the secrets airlines keep from passengers.

amplify part of PASTOR

3. Story or Solution

After outlining the problem, tell a story of someone who solved it using your solution. Of course, it should be 100% genuine.

4. Transformation and Testimony

If you’ve made customers happy in the past, reach out to them for testimonials. Genuine testimonials powerfully inspire readers to take action.

transformation and testimony part of PASTOR

Source: The Entourage

In fact, 88% of customers trust online reviews as much as they trust recommendations from a friend!

5. Offer

Describe the solution you’re offering to solve your audience’s problem. When outlining what you’re selling, focus on the benefits your product offers rather than its features.

Don’t say, “My product can run 12 miles for each liter of gas you buy.”

Instead, say, “You can save $XXX a year if you buy my product.”

6. Response

The bottom of your landing page is where you ask your reader to buy your product. Remember, your CTA must be clear, concise, and attractive.

2. Craft Copy Specifically for Your Target Audience

Your landing page must speak directly to your target audience. You have to know exactly who they are, what they’re looking for, and why they landed on your page.

Let’s go back to the Vitamix example above.

landing page example

Vitamix is a premium brand, making it pricier than its competitors. Since it doesn’t usually give out discounts, this landing page is targeted at comparison shoppers wanting to know why they should make the extra investment in a Vitamix blender.

Is it convincing? Take a look!

It’s trusted by chefs.

vitamix landing page example

Source: vitamix.com

It’s convenient.

vitamix landing page

It gives you control over your food’s texture.

vitamix landing page

No wonder this landing page gained the company a 20% increase in revenue!

When you know your audience, you’ll know what questions they’re asking and how to answer them.

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3. Stick to Your Custom-Designed Brand Imagery

Your brand imagery is everything consumers see, taste, hear, smell, and feel about your business. Not surprisingly, a huge part of brand imagery is your logo and custom colors.

When designing your landing page, choose your colors, design, and font carefully. Make sure they go seamlessly with your brand imagery.

For instance, can you guess whose logo this is?

branded imagery

Even without the wording, you can recognize Pepsi’s signature logo and colors from a distance.

Now, what if Pepsi designed a landing page with a pink background and yellow font? That would be confusing!

Since you don’t want to confuse your readers, stick to your custom-designed images and colors when you design your landing page.

4. Don’t Leave Out the Images

Our brains process images 60,000 times faster than text. In fact, 90% of the data transmitted to our brains is visual!

So, when you meet your audience with a landing page stacked with text, you’ll hear them yawn. They’ll think about wading through your long, heavy paragraphs “later.”

You don’t want that. You want people to be hooked the moment they land on your page. The secret to achieving this is through compelling images.

Look at Business Ignition Bootcamp’s landing page. Imagine how dry this page would be without the photo of Mirasee’s founder and CEO, Danny Inny.

business bootcamp landing page

Source: mirasee.com

Here are three tips to keep in mind when selecting images for your landing page:

  • Make sure they’re high-quality.
  • Keep them relevant to your product or service.
  • Select large, compelling, attention-grabbing images.

5. Spice it up with Video

Exciting fact: adding a video to your landing page can increase sales by 80%!

What’s more, 74% of consumers who watch a video about a product end up buying the product. Wow!

Here’s an example of a landing page that’s a smooth combination of video, text, and images.

real free life landing page

Source: coaching.copychief.com

Of course, you can’t just slap on any random video onto your page. These three tips will help you make your video relevant and powerful.

  • Appeal to the emotions. People buy things for emotional reasons. So when you create video, tell a story, highlight pain points, and show how your brand is the solution to your audience’s problems.
  • Make sure your video is purpose driven. Don’t add a random video to your page simply to make your visitors laugh. Instead, closely sync the purpose of your video with the purpose of the landing page itself.
  • Keep the video short. Between 1-2 minutes does the trick.

6. Grab Readers’ Attention with a Killer Headline

Scary fact: while 80% of visitors will read your headline, only 20% will finish reading your content.

This means you have to magnetize readers with a powerful headline that’ll have them reading to the very end of the page.

Go all out. Shock them. Scare them. Make them dream about a life they once thought impossible.

Here’s an example.

smart start copywriting crash course landing page example

Source: awai.com

When writing a landing page headline, you should:

  • Keep it short. Between 10-20 words works best.
  • Make it specific, unique, urgent, and useful.
  • Include your main promise to your readers (the number one benefit they’ll get when they buy from you).

7. Add in an Explanatory Subheading

You can skip this step if what you’re selling is simple and can be explained in 10-20 words.

But if your headline is getting too long and complex, feel free to cut it down and add in an explanatory subheading to fill in the blanks.

Here’s how Mailchimp did it.

Mailchimp landing page

Since it’s not easy to describe Mailchimp’s services under 20 words, they added in two extra sentences to explain what they do for their clients.

8. A/B Test Relentlessly

No matter how well you follow the rules, you’ll never know how to get the best out of your landing page unless you do A/B testing.

How is it done?

The principle is to create an alternative version of your landing page. The alternative will be slightly different from the control. For instance, the control might have testimonials at the top of the page while the “challenger” has testimonials at the bottom of the page.

To test the two against each other, note how each one performs.

How many times should you do A/B testing?

The more, the better! In fact, we’ve revised the landing page of my course The Expert SEO Content Writer 15 times!

Is all the hard work worth it?

Of course. By far, this is my highest-converting landing page. Its conversion rate is around 8-10% from organic traffic. No paid ads involved!

expert seo content writer course landing page

Source: seowritingcourse.com

How many times should you A/B test your landing page? 🤔 The more, the better! In fact, we’ve revised the landing page of my course, The Expert SEO Content Writer, 15x! It's now our highest-converting landing page. 🔥🔥 More tips here: Click To Tweet

9. Make Your CTA Irresistible

You put all the time, effort, and creativity into your landing page with one goal in mind: to make your readers click on your CTA.

So, what can you do to compel them to do it?

Naturally, great copy comes first. No matter how amazing your CTA looks, no one will click it if they don’t believe in what you’re selling.

When you’ve perfected your landing page copy, it’s time to work on your CTA. Here are three tips to keep in mind:

  • Always make it a button instead of a link.
  • Use action words. Tell readers what to do.
  • Don’t be boring. Instead of saying “join now,” say, “jumpstart your business today.”

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10. Match Your Landing Page Length with How Much You’re Asking

How long should a landing page be?

200 words? 500 words? 1,500 words?

The truth is it depends.

There are successful pages that aren’t longer than a few paragraphs. And there are landing pages which run to thousands of words and are filled with testimonials, bulleted lists, stories, video, and more.

The key when choosing landing page length is to consider how much you’re asking buyers to give you.

Asking them for a few dollars or an email? You can go for a few short, compelling paragraphs.

Asking them to buy your online course for $2,000? You need a longer piece to give them proof that your course is worth the cost.

For example, check out the landing page for my course The Practical Content Strategy and Marketing Course.

content strategy and marketing course landing page

Source: contentstrategycourse.com

Since I sell this value-packed course at $997, the landing page runs to nearly 2,000 words.

11. Make Buyers Feel Safe with a Guarantee

Don’t want buyers to hesitate for too long wondering if they should buy or not?

Offer your product or service for free!

For a limited time, of course. You can either:

  • Give them a limited-time free trial, or
  • Offer them a money-back guarantee

Here’s an example of a great limited-time free trial.

buzzsumo landing page

Source: BuzzSumo

BuzzSumo allows users seven days to test and fall in love with its tool before committing to a monthly or yearly plan.

And here’s an example of a money-back guarantee.

money back guarantee landing page example

Source: buy.iwillteachyoutoberich.com

Ramit Sethi is so confident users will love his course, he promises a 60-day money back guarantee.

12. Provide Easy-to-Navigate Forms

You don’t want buyers to reach the point where they want what you’re selling but feel frustrated and confused about how to buy it.

To avoid this problem, always make sure your buyer forms are simple. No fluff. No distracting designs or multiple links to click.

Like this.

landing page form example

Source: order.growthlab.com

Also, don’t forget to assure buyers their payment information is safe.

safe purchase on landing page

Source: order.growthlab.com

Ready to Make Your Own High-Converting Landing Page?

Making a high-converting landing page is a big deal.

An awesome landing page helps you:

  • Capture hot leads
  • Increase revenue
  • Gain powerful insights into your marketing

And the GREAT news is you don’t have to be an expert to create one that clicks.

With the 12 tips above and a load of intuition and creativity, you’ll soon have a landing page that converts like crazy!

Want expert copy that converts visitors into buyers? Visit our Content Shop for pricing.

And don’t forget — my ALL-new writing course launched TODAY. Check it out here!

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