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Good afternoon from New York Moementum fam.

Welcome back to another Sunday

If you’re reading this, I hope you’re sitting back, relaxed, hydrated, and dialed in.

Im not.

For the last 4 hours, I have been looking at the packaging, trying proteins, fat burners, hydration powders, and every other supplement you can think of

The good news is we landed on a few great formulas and flavors for upcoming product line expansions so I’m excited to share more details in the coming months

Sorry, I missed you guys last Sunday, if you follow me on other socials you know I’ve been living out of a suitcase for the last 30 days traveling around India, Dubai, LA, NY, and Boston and its been hectic and fun.

Anyway, enough talking about me.

Today’s topic is Landing pages, I’m giving away the internal SOP I use with my team to build, launch, and optimize landing pages.

Without any further ado, let’s dive right in

The Landing Page Formula

“You are one landing page away from a million dollar month” said nobody.

Over the years my team and I manufactured this formula and guide to help us internally scale offers, increase CVR, and most importantly grow whatever brand we work on.

What we realized is a lot of young entrepreneurs and business owners never really understand what their landing page is working, why its working, and what they should test next.

If that’s you, the answer is simple.

Step 1: Understand Who You’re Building For

Understand this:

Every landing page should speak to a different type of audience.

The idea of building landing pages that follow your brand guides and only cater to your “ideal demographic” is silly.

You need to outline every single customer persona that could be interested in buying your product.

What ethnicity are you trying to sell to, age group, gender..the list goes on.

Analyze your competitors, find their audience, and creep up on their social media profiles and get a clear understanding of what your customers look like. 

Now if you already have an understanding of who your target audience is, then make sure you highlight the following:

• What problems are they facing before your product

• What are the pain points you are solving for them

• What is holding them back from buying from you

Step 2: Build A Swipe File Of Competitors' Landing Pages

I have one, if you want it reply to this email with “landing page” and I got you.

Instead of just studying competitors to understand customers, focus on analyzing their landing pages.

I usually classify landing pages into 4 categories:

• Science Based

• Social Proof Based

• Result Based

• Offer Based

Understand the ANGLE, not the design. The design rarely plays a role in CVR I know this from experience because I’ve seen the ugliest pages convert better than anything beautifully done.

It’s all about the angle & the offer.

Step 3: Enter The Scientist Mode

When creating and testing landing pages you want to maintain a high testing frequency.

In other words, prioritize creating good enough landing pages but avoid making them perfect.

It's better to have ten decent landing pages than just two perfect ones.

The main things I like to test on the landing page is:

• Hero banner text

• Announcement bar text

• The offer

• The Content: For example, Bucked Up Landing pages are all 4 sections long vs something like mine 

The key to selling your product online is visuals people see before they read.

You can sell your content in 3 different ways:

1. Demonstrations: Show the product before, during, and after use. Make it visually appealing.

2. Tests: Prove that your product is better than others. For example, Purple Mattress used "The Egg Test" to show their mattress was superior.

3. Experience: Describe what customers can expect from using your product. For example, a mouthwash that tastes bad but works well.

If your product can't be visually demonstrated, show something related to it, like a nutrition facts label or a comparison chart.

My Go-To LP Structure:

• Hero Banner: The key here is to be consistent as your ad and deliver the same promise

• Main Problem You Are Solving

• Product Benefits

• Product Box

• Product Features

• Social Proof, Reviews, Testimonials

• Us vs Them (competitor comparison)

• Reviews/FAQ

And for some final thoughts here, don’t limit your social proof to the basic reviews at the bottom of your page.

Get creative!

1. Primary proof: This includes clinical studies, blind tests, certifications, etc

2. Borrowed credibility: This includes endorsements from influencers and licensed intellectual property. ( We use Floyd Mayweather) and it’s 100% worth it.

If you have these forms of proof, highlight them. If you don’t go out there and get them.

With that being said I’m going to stop writing here, let me know your honest thoughts on today’s email, and shoot me a message if you have any questions.

See you next Sunday.

Until then..keep building, Moe-mentum is on your side!

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