Ebooks, guides, and other educational long form content can be incredibly successful lead magnets, but not without a high quality ebook landing page.
Unlike the homepage of your website that attracts visitors at all stages of the buyer journey and from many sources, a landing page is focused on a specific segment of your target audience who come from one or two sources and you’re asking them to do just one thing — download your ebook. So, how you create a high quality landing page is and should be different.
Here is my step-by-step process for creating ebook landing pages that convert.
Start with your goal. Notice this is “goal” not “goals.” You should have just one goal for a landing page — convincing visitors to download your ebook. The copy, design, and structure should all be focused on this goal, and this goal will become your call to action.
Write your headline. The headline should align with your brand and match the message you use in your ads or email campaigns or wherever you are promoting your ebook. Most importantly, it should clearly articulate the value proposition.
Take the ebook landing page example below from CoSchedule. It gets your attention and clearly articulates what you’ll get if you buy the book.
Create a clear, concise description. Quickly share what your ebook offers your visitors. There’s no need to write a novel — make it short and to the point. Bullets are a great option here.
Offer a preview. Now, if your visitor hasn’t already been convinced to download your ebook, here’s where you can give them a compelling preview of what they’re about to learn. Take a look at this example from HubSpot.
Give your ebook credibility. If the authors have notoriety in your industry or just impressive chops, include a headshot and their bio. If you’ve received reviews or testimonials about the contents of the ebook, showcase those. See this example from Digital Marketer.
Create a table of contents. This, in particular, makes sense if you are optimizing your landing page for search. A well optimized table of contents can be just as valuable as optimized H tags in a blog post.
Bonus: You spent a lot of time creating the content in that ebook, so think about how you can use the content across marketing channels. Here are a few tricks to repurposing ebook content:
- Blog series: Turn your ebook into a series of blog posts.
- Social media posts: Share tips and insights from your ebook on your social media channels.
- Create a resources page on your website: If you have enough ebooks and other educational content, create a resources page on your website that features them all.
- Online course or webinar: Transform your ebook into a short online course or webinar.
