The Role of Clear Information on Landing Pages

The best "hack" for your B2B landing pages: Transparency. Buyers today are more skeptical than ever. They want clarity. They want you to make their jobs easier.  They don't want a goose chase for information. Doing this will get us everything we want too: - Better quality conversations  - Faster deal cycles  - $$$ But we deliberately make it harder hoping buyers will fill out a form or book a call. "If they just have a conversation with us, they'll be convinced they need us!" The reality is - if you treat your buyers like adults and give them the information to qualify themselves up front, everyone wins. The opposite is also true: If you are unclear, your buyers will take longer because they're going to search for information from other sources. And they may never return to you. So what does true transparency look like? 1. Pricing, even a starting range Don't come at me with "but our pricing is complex". You have a bottom dollar that you would accept. 2. What are you and who for The more specific the better: the industries, team type, team sizes, and problems you solve. 3. Sales objections upfront Get real objections from sales calls or customer feedback and put these in the FAQ section. Do not do a "What is a [x] software?" They likely already know the answer. 4. Show and tell Screenshots, gifs, or demos of the product on page. Buyers want to see what the product looks like and how it works. 5. Skimmable then add context  I'm a huge advocate for long landing pages for B2B. But a small tip: if a user ONLY read the headlines on the page, they'd still be able to get the information they needed. --- My math skills aren't the greatest but I know this: Transparency = credibility = consideration  So if you're sitting in front of your landing page wondering how you could make it better, it's not the CTA language or button colors... It's just honesty. Like I tell my 5-year old "Secrets, secrets are no fun. Secrets secrets hurt someone." --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

When a brand asks me why their landing page isn't converting… ➡️ I ask one question: "Are you answering these 6 critical questions within 8 seconds of landing?" After auditing 200+ landing pages, I've found that high-converting pages (4%+ CVR) all answer these questions immediately: 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁? → Not just what it is, but what category it's in → Described with clarity a 5th grader could understand → No jargon or insider language 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗯𝗲𝗻𝗲𝗳𝗶𝘁 𝗺𝗲? → Benefits, not features (outcomes, not specifications) → Specific transformation language → Clear, tangible results they can expect 𝗪𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝗜 𝘁𝗿𝘂𝘀𝘁 𝘁𝗵𝗶𝘀 𝗯𝗿𝗮𝗻𝗱? → Social proof (reviews, testimonials, press) → Authority signals (certifications, expert endorsements) → Transparency elements (real customers, real results) 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗰𝗼𝗺𝗽𝗮𝗿𝗲 𝘁𝗼 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀? → Direct or indirect competitor comparisons → "Why this works when others fail" section → Objection handling that addresses alternatives 𝗪𝗵𝗲𝗻 𝘄𝗶𝗹𝗹 𝗶𝘁 𝗮𝗿𝗿𝗶𝘃𝗲? → Clear shipping expectations → Delivery timeline prominently displayed → Location-based shipping estimates if possible 𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗶𝗳 𝗜 𝗱𝗼𝗻'𝘁 𝗹𝗶𝗸𝗲 𝗶𝘁? → Risk reversal (guarantee, warranty, return policy) → Frictionless return process highlighted → Customer service accessibility 𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗿𝗲𝘃𝗲𝗹𝗮𝘁𝗶𝗼𝗻: Most landing pages answer maybe 2-3 of these questions well, leaving massive conversion gaps. We worked with brand whose landing pages only clearly answered questions #1 and #2. They were converting at 1.6% despite excellent creative. After restructuring their landing pages to methodically answer all 6 questions, conversion rate jumped to 3.1% 𝗛𝗼𝘄 𝘁𝗼 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝘁𝗵𝗶𝘀: 1. Audit your current landing pages against these 6 questions 2. Identify gaps and restructure your hero section to address them 3. Test different formats (hero section layouts, mobile-first designs) 4. Monitor metrics beyond conversion (scroll depth, time on page, exit points) Remember: Be smart with your copywriting, don't be fancy. Focus on speaking to a 5th grader with your copy. People are on their phones with notifications popping in. Make it frictionless.

In the vast ocean of digital marketing, your landing page is the lighthouse guiding potential customers to your shores. We recently embarked on a journey with a client to revamp their landing page, and the results were nothing short of spectacular. We witnessed a whopping 143% increase in their conversion rate, soaring to 4.18%. So, how did we achieve this transformation? 1) Crystal Clear Headline: The first thing visitors see should instantly convey your value proposition. We crafted a headline that was not only compelling but also easy to read and understand. It's the digital equivalent of a firm, confident handshake. 2) Review Count Front and Center: Social proof is a powerful tool. By placing the review count high up, visible immediately on both mobile and PC, we leveraged the power of community validation. When potential customers see that others have benefited, they're more likely to trust your offering. 3) Above the Fold Magic: The "fold" is the point where users need to scroll to see more. Everything above this point should be your prime real estate. We ensured that the most crucial information, call-to-action buttons, and engaging visuals were positioned here for immediate impact. 4) Consistent and Intuitive Design: A cohesive color scheme, clear fonts, and intuitive navigation can make the difference between a bounce and a conversion. We streamlined the design to ensure a seamless and pleasant user experience. 5) Engaging Visuals with Context: While high-quality images and videos are essential, they need to be more than just eye candy. We selected visuals that not only resonated with the brand but also told a story, adding depth to the user's journey. 6) Trust Indicators: Beyond reviews, we incorporated trust badges, testimonials, and certifications. These elements further cemented the brand's credibility and made users feel secure in their decision to engage. A landing page is more than just a digital storefront; it's a narrative, a promise, and an invitation. By focusing on the user's experience and journey, we were able to transform clicks into conversions. If your landing page isn't delivering the results you desire, perhaps it's time for a makeover.

This 8-step landing page checklist helped one of my clients book $175K in commercial jobs in just 90 days: Your landing page isn’t there to "look good." It’s there to book jobs. Most contractor pages are doing the opposite. • They confuse. • They overwhelm. • They leak leads. Here’s what we include on every high-converting landing page we build: 1) Clear headline Say exactly who you are and what you do — in plain English. If someone lands on your page and can't tell within 3 seconds that you're a commercial contractor and what type of work you do, you've already lost them. Clarity closes. Clever kills conversions. 2) Your service area If you're targeting Google Ads to one city but your site looks national, you're creating doubt. Spell it out loud and early: “Serving commercial properties across Dallas/Fort Worth” It builds trust. It shows relevance. It filters out time-wasters. 3) A real offer Give them a reason to reach out. Not “Contact us for more info.” Make it specific: “Get a free 24-hour quote” “Book a site walkthrough this week” It turns a cold visitor into a warm lead. 4) A CTA they can’t miss Your call-to-action shouldn’t be buried halfway down the page or hidden in the footer. It should be above the fold, front and center — and repeated throughout. “Call now” or “Request a quote” should be the first thing they see, and the last thing they remember. 5) Proof you're legit If you're asking someone to spend thousands on a commercial job, they need to know you're for real. • Union affiliation. • Licensing badges. • Insurance coverage. Even simple things like branded trucks and clean job site photos matter. Visual trust cues go further than a wall of text. 6) Real testimonials People don’t trust stars — they trust stories. Show real people. Show real projects. A photo, a name, and one or two lines about what got done, how fast, and what the result was. Bonus points if the property is recognizable or local. 7) Mobile-first design 80%+ of your traffic is probably mobile — and yet most contractor pages look like desktop leftovers. Your page should load in under 3 seconds, buttons should be tap-friendly, and everything should be scrollable with one thumb. If it doesn’t work on a phone, it doesn’t work. Period. 8) One clear next step Don’t give them a menu of decisions. One job = one CTA. If you want them to call — tell them to call. If it’s a quote request form — make that the only goal. More options = more confusion = fewer conversions. Clean layout. Clear message. Contractor-specific trust signals. That’s what turns clicks into commercial jobs. Want a 3-minute teardown of your current page? DM me “Page Check” — I’ll tell you what’s costing you leads.

If there’s one piece of advice I could give to anyone about to start spending on paid advertising, it’s this: No amount of ad spend can make up for a garbage landing page. I’ve seen massive campaigns fail before they even start because of a poorly optimized landing page. Imagine crafting the perfect set of ads, with beautiful imagery, compelling value props, and an offer your target audience is clamoring for. Then, when you finally get that click... The landing page takes too long to load. Or it looks nothing like the ads you’ve shown. Or it’s a mishmash of half-baked value propositions, hard to read copy, and ugly product images. Or, worse, the landing page doesn’t even open. If you want to drive growth, your landing page needs to be optimized to convert those clicks into customers. Focus on these key elements: 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝘆𝗼𝘂 𝘂𝘀𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗱 𝘁𝗵𝗲𝘆 𝗝𝗨𝗦𝗧 𝗰𝗹𝗶𝗰𝗸𝗲𝗱: You’re taking the user on a journey, make sure everything on your landing page is consistent with what they’ve just seen in the ad. 𝗖𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀: Make sure your headline clearly communicates the offer or solution. It should set the stage for the rest of the content. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗖𝗼𝗽𝘆: Write straightforward, persuasive copy that addresses pain points and highlights the benefits of your offer. Use bullet points and subheadings to make the text easy to read. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): Your CTA should be prominent and direct visitors to what you want them to do, whether it’s a purchase, sign-up, or download. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻: Use testimonials, reviews, and security badges to build trust with your visitors. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Ensure your landing page is mobile-friendly with a responsive design and fast load times. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴: Regularly test different elements of your landing page to find out what works best. Use the data to make informed changes and improve conversion rates. A high-converting landing page is the backbone of any successful digital marketing campaign. It doesn’t matter how amazing your product is or how many problems it can solve, if your landing page isn’t optimized to convert, you’ll never get those sales. Instead, you’ll be losing out on massive amounts of potential revenue. 💡 What has been your biggest challenge with landing page optimization? Comment below and let's discuss how to overcome it! 💡

Earlier this week I was reviewing landing page copy for a first-time founder. And I saw a bunch of classic mistakes. In 5+ years writing conversion copy for dozens of SaaS and tech companies, I've learned: Writing an effective landing page is about answering the reader's questions. 🤔 "So what do you do, anyway?" 🤔 "How do I know you're right for me?" 🤔 "Can you deliver on what you're promising?" 🤔 "What makes you different from the competition?" Giving the reader clear, relevant answers is how you keep them moving down the page – and ultimately get them to take action. Here are four high-level concepts everyone needs to know: 👉 Make the copy clearer Too many landing pages have ignorable copy. To make yours better: → Ensure that you identify and answer questions in the mind of the reader → Get granular and specific about the reader's current challenges → Spell out exactly how the client can solve those challenges 👉 Make people want it You want readers to feel like your offer is a need-to-have, not a nice-to-have: → Paint a vivid, aspirational picture of the transformation they could achieve → Agitate the reader's pain with a vivid picture of their current challenges → Heighten readers' emotion by tapping into relatable frustrations 👉 Build trust with your readers I can't remember ever seeing a page that couldn't be improved with better proof: → Highlight specifics about your experience, track record, and approach → Build a wall of compelling testimonials from delighted past clients → Showcase specific quantitative proof of your best customer wins 👉 Encourage action A high-converting page makes it dead simple for readers to take the next step: → Address objections and hesitations that could hold prospects back from buying → Eliminate links off the page that could give readers an opportunity to leave → Layer in multiple opportunities to convert throughout your page High converting landing pages don't just happen by accident. Put these principles to work – and you'll craft a page that actually performs.

We audit a lot of landing pages that look 'good' but don't actually work. Because they ignore the fundamentals in favor of design esthetics. First rule of digital marketing is what works > what's 'cool'. Fancy designs are just decoration if all your traffic bounces. Here's our Landing Page Conversion Framework that guides every audit: 1. Clarity Above All - 5-second value prop test (if you can't explain it quickly, you'll lose them quickly) - Benefits visible without scrolling (stop hiding what matters below fancy headers) - Action-focused CTAs (more specific than "Submit" or "Learn More") - Direct headlines that state the offer (no clever wordplay, just clarity) - Supporting subtitles that reinforce benefits 2. Frictionless Experience   - Essential form fields only (stop asking for people's life story) - Real-time error validation (nothing kills conversion like a form that breaks silently) - Smart defaults & autocomplete (make it easy to say yes) - Fast load times (every second of load = more bounces) - Mobile-first design (80% of traffic is mobile - act like it) 3. Trust Building - Strategic social proof placement (real testimonials > empty claims) - Visible but subtle branding (you're selling solutions, not logos) - Standard navigation patterns (don't reinvent the wheel) - Clear next steps that match user intent Bottom line: Your landing page needs to tell people what you're offering and why they should care, and make it dead simple to take action. If they're confused, unconvinced, or can’t navigate around the page easily, they're gone. Get these fundamentals right first, then worry about making it pretty. We’ve seen brands that do this backwards - testing button colors before fixing 5-second page loads. A/B testing headlines while their mobile experience is broken. Master the fundamentals first. Then, see where and how you can get extra creative.

I've worked with a business that put in all the effort to expand its reach. They ran ads, set up funnels, built web pages, and created sales scripts. The owner had team members that were committed to achieving success, ready to put in long hours. They had all the right intentions, driven by a desire to make a significant impact. But despite doing everything right, they fell short of their conversion goals. Something didn't click. As you can imagine, it was frustrating and confusing, as they had nicely planned and executed their strategy. The problem? They used overly technical language that made it tough for their audience to connect. Their message was lost in jargon, making it difficult for their audience and customers to understand the benefits clearly. Instead of saying:  "Promote organizational alignment." "Enhance user experience for better retention."  "Develop innovative solutions to meet customer needs." Try:  "Get everyone on the same page."  "Make it easier for customers to stick around."  "Create new ideas that customers will love." These phrases are straightforward making the message easily understandable. This direct approach resonates better because it's clear and relatable. People appreciate simplicity, especially when they're trying to make a buying decision. Clarity helps build trust and understanding. This isn't about dumbing down content. It's about making your message easy to comprehend, ensuring that audience can grasp the benefits without confusion. It's about being effective. And when you do that, it increases the likelihood of engagement. After all, clear words lead to clear results! Technological advances are here to stay and let’s embrace it but at the same time, let’s not forget the basics of keeping things simple. 

Clarity trumps persuasion. Every. Single. Time. Our industry has a problem. We’re so focused on sounding “smart” with jargon and buzzwords that we often lose the people we’re trying to reach. Emma Stratton joined Mark and I on an episode of GTM News Desk and it launched today! Recent studies show: → Simple, conversational language cuts through the noise. → Clarity is especially critical in tech, where products are already complex. → Fancy messaging often fails, as proven in 2009. Clarity beats fancy messaging: • Landing page copy that converts focuses on clarity, not persuasion. • Reframe your messaging to focus on what your audience needs to understand. • Audit your language to remove unnecessary fluff and complexity. All of this is crucial to understand. So, how do we achieve clarity? Follow these tips. For writing landing page copy: • Use simple, conversational language. • Focus on the core message. • Avoid jargon and buzzwords. For reframing your messaging: • Identify what your audience truly needs to know. • Make your message straightforward. • Use examples and analogies that are easy to grasp. For auditing your language: • Read your content out loud. • Remove unnecessary words and phrases. • Ensure every sentence is clear and concise. Clarity is not just a tool: → It's your greatest persuasive asset, → And it's essential in complex industries. Next time you write, ask yourself: Is this clear? Would my audience actually say this out loud? Clarity wins. Every time. Want to listen to the full episode? Apple: https://lnkd.in/eGzeqQvd Spotify: https://lnkd.in/e9NbVRuq TACK Insider: https://lnkd.in/e6fVmqcc

Most landing pages look great. But don't convert. Why? Because design isn't enough. High-converting pages follow a clear structure Built around clarity, trust, and action. Here’s what these pages always include: → Clear value prop - speaks to the biggest pain or goal → Benefit-led copy - focuses on outcomes, not features → Trust signals - removes doubt with real proof → One primary CTA - gives a clear next step → Fast, mobile-ready load - prevents drop-offs Want a structure that just works? Here’s a basic high-converting layout you can follow: 1. Hero Section → Clear heading → Subheading with impact → One CTA → Supporting visual or animation 2. Problem Section → What’s at stake → Real frustrations your audience faces → Empathy-driven copy that builds connection 3. Solution Overview → What you offer → 2–3 core benefits → Visual support (icon grid or screenshot) → CTA 4. Social Proof → Client logos → 1–2 testimonials → Short case study or metric-driven quote 5. How It Works → 3–4 steps → Icons or short text per step → Optional explainer or graphic 6. Final CTA Section → Strong value recap → Single CTA → Reassurance copy (risk reversal, support, etc.) That’s it. Simple. Repeatable. And it works. If you want help building a page like this, fast - send me a DM. I’ll show you how to turn more visitors into leads.