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Riffs on marketing, writing, creativity and life ––

Best Landing Page Ever


Oven-baked Lay’s potato chips. That’s why people are bouncing off your website in droves without handing over their emails –– because your landing page is as boring as a bag of Oven-baked Lay’s potato chips

If you want more emails, more customers and more sales –– stop spending so much time on building out yet another social media account on [fill in the blank social media platform] and start concentrating on creating good landing pages. 

I am talking creative compelling copy that reads like poetry and sells like Ogilvy. But, hold on, maybe I am getting ahead of myself.

What’s a Landing Page? 

The term landing page gets thrown around more often than productivity hack.

But, unlike waking up at 6 a.m. to drink herbal tea whilst jerking off to “Eye of the Tiger”… landing pages actually work.

A good high converting landing page is like a sexy well-dressed super-powered salesman or saleswomen that can sell like a Florida snow cone vendor on the hottest day of the year. 

And, if you set it up right the first time around, it will work for you day and night to bring in emails, leads and potentially even sales. 

For example, one of the best email  landing pages I have ever created is this one –– it converts at about 40% and has brought in hundreds of emails for me. 

Anyways, enough explaining... let's jumpy into how you can build good landing pages for you and your business. 

How to Write The Best Landing Page Ever

Up to this point, you’ve been quickly skimming through this article because you have the attention span of a goldfish and probably have better things to do than read my shit.

But, I really need you to pay attention here, because this is where I start to teach you about landing page copywriting. 

Before we continue, please write down the golden rule of landing page copywriting –– the best landing pages touch on all four aspects of The AIDA Model: Attention, Interest, Desire and Action.

For those of you who aren't familiar with The AIDA Model of advertising, it essentially outlines the decision-making process all of us go through when making a purchase. 

Have you seen Mad Men? Well, The AIDA Model is some Mad Men shit –– and while none of us will ever be as cool as Don Draper –– our landing pages can get pretty damn close. 

To give you an example of how The AIDA Model can be applied to landing page copywriting, I am going to show you the best landing page ever –– one so good it will leave you purring like a walrus. 

Basecamp, Baby. 

We are going to use Basecamp as an example because they have the best landing page ever. I am not entirely sure if Basecamp intentionally wrote their landing page copy with the AIDA model in mind, but that’s exactly why it is so effective. Alright, let’s jump right in ––


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Basecamp gains your attention through a big banner image that’s authentic and on-brand (not something you would pull off Pixabay). They also include the creepy yet powerful copy –– we’ve been expecting you. 

Your imagery and headline are the attention grabbers of your landing page. In order to write good landing pages, you can’t just tickle your visitor's attention –– you need to steal it. 

Basecamp’s copy leaves the visitor asking herself, “why have they been expecting me?” 


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Basecamp now piques the visitor’s interest by listing a series of problems that practically every business owner experiences on a weekly basis –– all growing businesses run into the same fundamental problems. Hair on fire, buried under email, stuff everywhere.

This landing page copy goes from being good to great when Basecamp ends with three powerful words –– Basecamp solves them.

It is this final phrase that turns the visitor's attention into interest and ultimately is why we continue to read further.

A good rule of thumb when writing landing page copy — speak to the customer — make them feel like they are the only person in the entire world you are talking to. And, always remember –– people don’t buy your product, they buy the benefits your product gives them. 

Basecamp hasn’t even talked about their product yet, they have only discussed how they can benefit their customer by taking them further away from pain


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This is where things get interesting –– Basecamp has combined both Desire and Action. The copy –– Try Basecamp for FREE –– creates both desire and action in the visitor. Everyone likes FREE. 

But, just in case they haven’t sold you yet, they also sprinkle in the fact that 4,590 businesses signed up last week (that’s kind of a lot) and that 89% of them have a better handle on their businesses. 

In these two sentences, they are establishing credibility, making their product even more desirable to the visitor. 

Finally, they have an easy and highly-effective ‘call-to-action’. All you have to do as a visitor is plug in your email address and hit –– start a free 30-day trial.

Landing Page Copy Takeaways

When writing your landing page copy, constantly be thinking about ways you can incorporate The AIDA Model ––

How will you gain your visitor's attention?

Then, how will you say something so interesting that your visitor will want to keep reading?

And finally, how can you create a strong enough desire that your visitor will want to take action and buy? 

If you like this article and think your brand could use some stellar landing page copy (but don't feel like writing it yourself), email me at cole@honeycopy.com or sign up for my email list below. 

By Cole Schafer

You've gotta check this out–– Sticky Notes is my email list reserved strictly for entrepreneurs and creatives looking to sell like a Florida Snow Cone Vendor on the hottest day of the year.

Cole Schafer