Actually-good landing pages

I’m going to go out on a limb here.

I’m assuming you’re not making landing pages for the “Institute of Self-loathing.”

Oh that’s correct? Hah, what a relief. Okay good.

In that case, question for you:

Do your landing pages know that?

Because most landing pages are:

• boring
• salesy
• not what we wanted
• not how we wanted it
• low-effort
• forgettable

And yet brands spend huge sums of money ‘optimising’ these things.

It’s like trying to ‘optimise’ a dead twig into a Giant sequoia.

So next time you build a landing page, consider:

• do I understand my audience well enough?
• is this what my audience actually wants?
• is this how my audience enjoys consuming?
• is this solving a problem for them before they signup for anything?
• is this unignorably well produced?
• is this unforgettably memorable?

I explore this topic in more detail in this week’s issue of The Productoon newsletter. Check it out!