Landing Pages, Call to Value, & Scannable Benefits
3 copywriting examples from around the web.
Hi, I’m Ben Watkins 👋 Thanks for joining La Vie Ben Rose. Every week, I unravel copywriting questions, examples, and conversion tactics from the most recognized healthcare and technology brands. I also look at ways to become a better writer with a dose of personality.
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Happy Saturday!
This past week was filled with pie because of pie day (obviously). Yesterday, I enjoyed an amazing date night with my amazing wife. Now, back to our regularly scheduled, adventurous lives with five kids.
This week, I looked at healthcare landing pages and what improves conversions.
Onward and forward!
I.
Make the above-the-fold crisp, clear, and captivating.
PatientPop’s landing page does a lot of things right.
They call out their customer (people with practices) and tease an outcome (thrive). There’s also so much awesomeness that goes beyond the headline.
II.
Not every call to action has to be a “Start Here” or “Learn More.”
Instead of “Start Now” it’s “Reduce your pain now.” People see the value of this idea because they want to reduce their pain now.
I like what Joanna Wiebe (the conversion copywriter OG) says about it: “When your visitors are ready to click, they need to see the target. So make it really easy for them to acquire it.”
III.
Short and sweet bullet benefits give the prospect instant information.
In the example below, prospects don’t need to read the full description because the bullet provides all the necessary information.
They see the benefit and can scan the rest.
This is what the best landing pages do — make the information scannable and valuable.
My most popular (and newest) articles:
7 Underrated Landing Page Tips (7.4k reviews)
7 Lessons I Learned Launching a $1 Digital Product (7.4k reads)
My B2B Landing Page Guidebook (long-form article)
7 Sales Tactics That Have Helped Me Build a 6-Figure Business (newest article)
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