Day 3: They Clicked. Don’t Ruin It.
Welcome back to Business Vacation 🍹
The email series where I show you how to set up your business to sell without you in 15 days.
Yesterday, we talked about your opt-in.
Your free thing. Your little “come here, I know exactly what you need” moment. And how it should be connected to what you actually sell, instead of being a random free supermarket sample for strangers to nibble on before disappearing down the produce aisle forever.
Today is about the page that gets people to say yes to it.
Because even when your opt-in is good…
Even when it’s connected to what you sell…
Even when it’s the right broken-off piece of your paid offer…
People still have to actually sign up for it.
And this is where things get annoying.
They click. They’re interested. They arrive on the page.
Buuuttt, they're still not signing up.
The issue: your landing page sucks.
Let’s talk about landing pages.
Because this is the part where your click turns into a lead. Or where your click says, “Actually no thank you,” and reverses out of your business like they’ve just seen a huntsman spider on the wall.
And let’s face it.
I know YOU want to be the one they hand their email address to, and not your competition.
So let’s fix the page.
👇👇👇
How To Stop Your Landing Page From Ruining A Perfectly Good Click
1. Stop with the fugly ass landing page.
Your landing page does not need to be a design masterpiece. It does not need to win awards. It does not need to look like an expensive Scandinavian candle brand.
But it does need to look clean and simple and easy to read.
If you’ve got seven fonts, three clashing colours, a weird Canva graphic you made at 11:43pm, and a shade of pink that should be illegal in most countries, your person is going elsewhere.
Not because they’re shallow. Because their eyes hurt. And they’re busy. And they probably opened your page while hiding from their children / clients / inbox / laundry / whatever else is currently trying to ruin their life.
Basically, what I'm trying to say is this:
Make it easy.
2. Your landing page looks like they landed in Siberia.
That is, your landing page doesn’t look or sound anything like the thing they clicked.
That’ll make someone bolt quicker than Usain. And yes, I checked. He still holds the world record FYI.
You lured your person in with a promise. A hook. A reason to care.
They took the bait and clicked.
Do not suddenly introduce a brand new conversation.
Make your landing page feel familiar.
Use the same language. Use the same promise. Use the same reason to care.
Make them feel like:
Yes. This is the thing I clicked for.
Not:
Wait. Where the hell am I?
3. Your landing page has bells and whistles and last year’s Christmas decorations up.
You’re giving waaaayyyyyy too much information.
Too much explanation. Too much justification. Too many words. Too many template features you filled with random words because someone told you this exact template converted the most.
But what all of these words (and whistles) end up doing is delaying the one action you want them to take.
Which is:
GET THEIR EMAIL ADDRESS.
That is the job.
Not sell your entire business. Not explain your whole methodology. Not prove you’re the most qualified person on the internet. Not make them read a novella before they’re allowed to download the thing.
Get the email address.
So here are your landing page guidelines:
Keep it simple.
Delete half the template if you need to.
Keep it clean.
Make it look and sound like the thing they clicked.
Strip back the copy and use the promise of the free thing.
That’s it.
Your landing page is not where you build the whole sales path.
It’s where someone enters it.
And when the right person lands on the right page for the right free thing, you don’t need to wrestle them into subscribing.
You just need to make the next step obvious.
That’s the shift.
Your landing page doesn’t need to do more. It needs to do less, better.
With a landing page that converts, your business is one step closer to selling without you hovering over every single moving part like a goblin with Wi-Fi.
Want my help doing this properly?
Want my help setting up your Business Vacation Build?
This is my done-for-you sales path project for business owners who have an offer they’re ready to sell, but need the path between first interest and purchase to work harder.
I’m opening 10 private spots.
We’ll map, write, and rebuild the path your offer needs so people can understand what you sell, want it, trust it, and take the next step without you manually dragging every sale over the line.
If you already know this is what you need, book a Business Vacation Strategy Call here >>>
Tomorrow, we’re talking about the landing page.
Because once the free thing is right, the page has one job:
Make the right person say yes.
Til Soon,
Elizabeth