Love ’em or hate ’em, learn ’em now or obtain for later, ebooks are an ideal incentive to your lead gen touchdown pages. When framed attractively, they might help your organization educate potential prospects, fill your pipeline with certified leads and place your corporation as an authority in your trade.
However earlier than you may make your e-book into an efficient lead technology instrument, it’s good to get your prospects to obtain it from a touchdown web page.
In case your touchdown web page fails to persuade prospects that they want your e-book, then you possibly can’t ship worth and also you gained’t acquire leads.
And on a regular basis you spent placing the e-book collectively can have been in useless.
Let’s take a step again and be taught from the errors of others. Listed here are eight e-book touchdown pages and the way they might be tweaked for an even bigger affect – and extra leads.
The headline is descriptive however doesn’t encourage motion
Okay, so that you get an thought of what this web page is about immediately – however the headline doesn’t encourage motion. There’s a barely-legible subhead with a name to motion, however due to the tiny font, it’s straightforward to gloss over.
Right here’s an instance of a headline that Beretta might use to encourage extra results in take motion:
The Incorrect Caliber Might Depart You Defenseless
Obtain Our Free Information to Selecting the Proper Caliber for Self-Protection
This headline triggers the worry of constructing the unsuitable alternative in caliber (thereby leaving you defenseless). The sub-headline then gives the answer: obtain the free information.
The decrease half of the web page takes up priceless actual property
It’s exhausting to inform from the screenshot alone, however the whole backside part is ineffective. It’s only a photograph with what appears like a button… however clicking on it does nothing.
It appears extra like an commercial that was simply thrown onto the underside of this touchdown web page. Beretta can be significantly better served to use this area for testimonials to cement the advantages of the e-book.
Nobody needs to share your touchdown web page
The social media tiles in your e-book touchdown web page might assist to make your boss comfortable, however they solely serve to distract your prospects from the objective.
Toss ’em and let guests deal with the duty at hand: opting in.
The headline doesn’t communicate to advantages
What is admittedly being offered right here? Is the positioning promoting “Elite Hitting Secrets and techniques”? Or are they promoting the power to crush a baseball so exhausting that you just turn into a hitting legend your self?
I feel you already know the reply.
And that is the distinction between promoting options and promoting advantages.
Sure, they’re promoting the function of instructing the person learn how to hit higher, however the final objective is totally different. What they’re actually promoting is the advantages: the sensation you get while you crush the ball and are higher in a position to contribute to your staff.
So let’s attempt to promote what persons are actually shopping for, we could?
How about this:
Awaken the Baseball Hitting Legend Inside You
Be taught the Hitting Secrets and techniques Baseball’s Elite Hitters Use to Crush It out of the Park
The lightbox will increase the variety of clicks
Once you click on on the decision to motion, a lightbox with the opt-in kind pops up.
Why make the customer click on, after which kind after which click on once more?
It’s price testing towards a easy opt-in kind proper on the web page. Sort. Click on “Go.”
3. Combat Media
Actually? The ULTIMATE information?
Okay. I’ll provide the advantage of the doubt and settle for that this e-book would possibly simply be the final information to Twitter hacks… although there’s nothing on the web page that might again up that assertion.
Even when there was, it’s nonetheless not an excellent headline. As a result of it’s only a identify.
It doesn’t inform me what the content material goes to show me. It doesn’t inform me why I ought to be downloading the e-book within the first place.
There’s nothing inherently unsuitable with calling your e-book the final word information, however use a headline that sells that final information so effectively that individuals can’t resist downloading it. Communicate to the advantages.
Right here’s an instance:
Flip your Enterprise right into a Twitter Celebrity
Be taught the Little-Identified Hacks Huge Manufacturers Use to Promote Themselves to Tens of millions of Followers on Twitter
Editor’s notice: You will have seen our CTA for the “Final Information to Touchdown Web page Optimization” under – nevertheless, we problem you to discover a extra complete e-book on LPO! 😉
The social proof feels generic
Displaying that your e-book has been downloaded over 1,200 instances is a superb step in the direction of social proof, however the rounded quantity might flip sure prospects off.
Guests respond much better to real numbers as a result of, effectively, they give the impression of being actual.
Discover out simply what number of downloads you’ve acquired and use that quantity as an alternative. Or higher but, arrange a script to mechanically replace the quantity as your e-book is downloaded.
Think about how convincing this social proof ingredient might be if the quantity was growing whereas somebody was studying the web page!
4. Grossman Group
The headline lacks readability
The headline is convoluted and unclear full garbage.
There’s an excessive amount of occurring right here. There’s no clear indication that this can be a downloadable product, and no point out of the profit that I’ll obtain by studying it.
In truth, the best way that this headline is structured, it makes me assume that it’s going to be web page after web page of fluff.
Right here’s how I might repair it:
Be taught The way to Encourage your Workers Via Communication
Learn the 17 Most Thought-Scary Lists Designed to Make you a Higher Chief
The provide can be unclear
This web page is stuffed with jargon and 10-dollar phrases. Take a look at this one:
Strategic Management by way of Huge-Image Communication
Say what?
Why not break this down for folks as an alternative of speaking like a lawyer who’s making an attempt to be taught advertising?
And what’s with the “Half 2” within the sub-headline? Except it’s clearly defined, I might take away any reference to Half 1 or Half 2.
Being clear will assist every customer perceive precisely what they’re signing up for – and I’m prepared to guess it’ll improve conversions, too.
The headline might be extra particular
This headline cuts to the center of what a number of companies want from their content material advertising efforts: extra visitors. Why not go a step additional and speak about what visitors will actually imply for a enterprise?
Right here’s an instance:
The way to Construct Your Enterprise Weblog’s Site visitors, Leads and Gross sales: Step by Step
The shape is just too lengthy and blends in with the remainder of the web page
Do you actually need all of those fields? If the objective of your web page is to ship results in your gross sales staff, then you possibly can in all probability lower down on the variety of fields.
For instance, if you’re asking for a customer’s web site, you don’t have to ask for the corporate identify or trade. The knowledge can possible be discovered on the web site and your gross sales staff can add it to your CRM software program themselves.
Additionally, this type wants a little bit of design work to make it stand out.
Why ask for the weblog subscription up entrance?
Including a checkbox to subscribe to the weblog is simply one other step for the customer to take when filling out the shape.
Why not merely add it to the thanks web page and let the customer deal with one conversion objective at a time?
This web page must be introduced into the twenty first century
The design on this web page is dated, and any web person can inform that the spacing is off. Is that this actually the primary impression that you just need to ship to your future purchasers?
Clear up the design parts, enhance the headline measurement and don’t conceal your footer hyperlinks with tremendous mild font. This may make the web page appear far more skilled.
This headline is just too particular
The headline “The way to Construct an Worker Advocacy Program” solely works if you happen to’re promoting this e-book to guests who’re wanting particularly for an worker advocacy program… speak about area of interest.
Why not lower to the core of the answer like this:
Train your Workers to Promote your Model
Be taught The way to Leverage the Energy of Your Current Workers to Construct Model Belief
One thing appears fishy right here
If the intention of the lengthy paragraph of privateness textual content is to set me relaxed, the truth that the privateness coverage hyperlink is sort of hidden is appearing towards you.
If you wish to appear clear, act prefer it. Make your privateness coverage seen. Only a few guests will leak out of your privateness coverage hyperlink if the remainder of your web page is engaging sufficient.
Don’t use the identify of the e-book as your headline
As an alternative of simply telling me the identify of the obtain within the headline, inform me explicitly what I’m going to get out of this e-book.
Right here’s what I imply:
Make your Fb Web page Extra Efficient by Understanding Fb Analytics
Obtain Our Free Information and Use Your Fb Web page Extra Successfully
Rethink your alternative of kind fields
This touchdown web page is all about bettering Fb pages proper?
Then why aren’t you asking me for my Fb web page? Certain, a few of your guests might not have one arrange fairly but, however you possibly can repair that challenge by labelling the sphere “Web site/Fb web page.”
Additionally, you would possibly as effectively lose the corporate area, as a result of their Fb web page will inform you that info.
One final thing: this touchdown web page hasn’t offered me on Merely Measured, nor has it instructed me something in regards to the firm. Why would you could have a kind area asking me why I’m excited by Merely Measured?
At this stage, I’m within the info within the e-book, not doing enterprise with the corporate.
Lose that kind area.
The header is complicated as hell
There may be a lot unsuitable with this header that I’m going to place it right into a bullet record so it’s simpler to learn.
- The headline doesn’t contact on any of the advantages of the e-book. Concentrate on what this e-book will do for me, not what it’s known as.
- Nobody cares if that is an unique report out of your associate, and nobody cares about your sponsor. Embrace this info some place else on the web page – not within the space the place folks look first.
- The “Click on under to obtain the report” part appears like a button, nevertheless it’s not. It’s additionally deceptive; I don’t simply must click on, I’ve to fill in a kind and then click on “Submit.”
- The background picture doesn’t appear to have something to do with “social technique success.” Possibly calendars are part of that “success,” however that’s not clear.
The copy looks like an afterthought
My eyes glaze over when I attempt to learn the copy on this web page. Why not throw the advantages of this e-book right into a bullet record in order that guests can simply scan by way of what they’re getting?
What’s with all of the faux calls to motion?
The header has a line that appears like a button.
The copy additionally has what appears like a button.
Each are greater than the one actual name to motion. That is virtually an excessive amount of to take!
Lose the complicated orange rectangles and use name to motion copy that tells the person what they’re clicking on. One thing like this:
Obtain the Blueprints Now!
You assume I’m going to inform you my income for an e-book?
Come on.
I get that you just need to give your gross sales staff the data they should make good qualifying selections. I additionally perceive that with income information in your record, you possibly can phase the kind of advertising emails that you just ship. However do you actually assume that I’ve sufficient belief in your organization at this stage within the sport to be telling you my income?
Get actual.
That is what your gross sales staff is for: qualifying. If you want all your advertising to be automated, then merely construct these questions into your gross sales funnel.
The underside line is that this:
Solely ask for what you actually want up entrance. You’ll be able to all the time get extra info at a later time.
What’s the decision?
Did you see a working theme with these touchdown pages?
I did – an absence of deal with advantages.
It’s a mistake I see loads, which is a disgrace as a result of it might imply the distinction between a profitable e-book promotion and one which flops.
Ask your self: what’s in it for the customer? How is that this e-book going to assist make their life higher?
After which maintain your touchdown pages laser-focused on the advantages.
Do you could have any spectacular e-book touchdown web page examples? Share them within the feedback.
Should you wanna get began constructing your individual e-book touchdown web page, try the ebook landing page templates available in Unbounce.
