Landing Pages
There isn’t much to developing a simple form or pop-up because of the limited space. However, the landing page requires marketing copy and design to entice visitors to download the ebook. This section covers the elements of a landing page.
The title and subtitle of your landing page should mimic that of your ebook.
In the middle of the page, you want to have a thumbnail image of the ebook. We usually recommend a mockup that looks like a physical copy of the ebook. Or it can be a mockup of someone looking at the ebook on an iPad.
On the left side of the page, you include a description. The headline should be one of the statements found under the stakes section of your ebook outline. For example: “Are You Risking Your Financial Future by Owning Too Much Company Stock?”
In the body of the copy, you summarize the problem you address in your ebook. This is found under “Section 1.0: Introduce the Problem” in your ebook outline. For example: “You need to sell your company stock, but you aren’t getting the tax and investment advice you need.”
Then you include the three to five steps you described in “Section 4.0: The Solution” of your outline. For example:
Measure the risk you are taking being invested in your company stock
Identify the amount of stock you need to sell to reduce your risk while still taking advantage of your company’s success
Create a plan to sell stock without getting a shocking tax bill
Then, on the right side, your title should be the action you want them to take. Usually, the action is “Download the Ebook.”
Under that, write what success looks like, which is found in “Section 6.0: The Conclusion” of your outline. For example: “Start feeling confident you have a plan that puts you and not your company stock price in control of your financial success.”
So let’s look at that example:
