April 18, 2025 • 11 mins
Mastering the Perfect Landing Page: The Five-Point Blueprint
Want a copy of the book? Go to: PlatformGrowthBooks.com
In this episode of the Market Your Message show, host Jonathan Milligan dives into Chapter Four of his book 'Build Your Audience' and shares the secret to creating a high-converting landing page. Jonathan discusses the importance of building an email list before seeking traffic and introduces the five essential elements of a successful landing page: a catchy headline, productized images, compelling bullet points, a clear call to action, and the no-link rule. He also explains how each element attracts and retains visitors, avoiding common pitfalls like information overload and bland messaging. Jonathan concludes with a practical exercise to help listeners create their own effective landing pages and emphasizes the importance of continuous testing and refining for optimal results.
00:00 Introduction: Boost Your Email Subscribers
00:34 Foundations: Building Your Email List
01:20 The Perfect Five-Point Landing Page
01:32 The Elevator Pitch: A Historical Insight
03:14 Common Landing Page Mistakes
05:33 The Five-Point Landing Page Blueprint
08:34 Practical Exercise: Create Your Perfect Landing Page
11:09 Key Takeaways and Conclusion
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 9 (00:00):
What if you could make one little tweak to a
landing page and get dozens orhundreds of more email
subscribers?
Well, that's what we're gonnatalk about today.
Welcome everyone to the Market.
Your message show.
I'm your host, JonathanMilligan, and today we're gonna
dive into chapter four of one ofmy recent books, build Your
(00:21):
Audience.
Now in the Build Your Audiencebook, we walk through and teach
you all the different trafficmethods.
So those are coming in the weeksto come.
Make sure you stay connected tothe show.
But today we are covering thefoundations, and that is
building your email list firstbefore you go out and get a
(00:43):
bunch of traffic.
And I'm gonna teach you theperfect five point landing page.
You don't have to be a designer,you do not have to be a
professional copywriter.
You just need to do five thingswell, and maybe just maybe your
landing page is missing just oneof these.
(01:03):
And it can make all thedifference.
So if you wanna fall along withthe book or the workbook, or you
wanna get the audiobook byitself, you can also go to
platform growth books.com.
You can buy any book in theseries.
All of them come with workbooksand audiobooks as well.
Alright, let's jump in totoday's chapter on the perfect
(01:25):
five point landing page.
Speaker 6 (01:28):
Chapter four, the Perfect five point Landing Page.
It's 1853, and the big apple isa buzz with innovation.
Inventors from around the worldshowcase their latest marvels,
but one man's display standsout.
Elisha Otis steps onto aplatform high above the crowd
gasps echo through the hall.
(01:49):
What's he doing up there with adramatic flourish.
Otis raises his hand.
All safe gentlemen.
He declares.
In an instant, an assistant cutsthe only rope holding the
platform heart.
Skip.
A beat will Otis plummet to hisdoom, but he doesn't fall.
The platform Jolts then stops.
Otis's.
Revolutionary safety Break hasjust saved his life and changed
(02:10):
the world.
This wasn't just anydemonstration.
It was the world's firstelevator pitch.
In less than a minute, Otisconveyed the value of his
invention.
There were no long-windedexplanations or complicated
jargon.
Just a clear, impactful messagethat anyone could understand.
The result orders poured inelevators went from death traps
(02:33):
to must have amenities.
Suddenly buildings could reachfor the sky.
The modern city skyline wasborn.
What made Otis's pitch soeffective?
It was simple, it was visual.
It solved a real problem, and itpacked a punch.
Sound familiar.
These are the exact sameprinciples that make a great
(02:53):
landing page.
Just like Otis's Elevator, yourlanding page needs to quickly
convey value, solve a problem,and make an impact.
I.
Ready to create your ownshowstopping pitch.
Let's dive in and learn how tocraft the perfect five point
landing page.
It might not revolutionizearchitecture, but it could
certainly revolutionize yourbusiness.
(03:14):
The landing page trap evervisited a website and felt like
you've stumbled into a digitaljungle.
You're not alone.
Most folks treat their landingpages like an all you can eat
buffet of information they pileon paragraphs, sprinkle in some
stock photos, and top it offwith a generic.
Learn more button.
Oh, and don't forget the sidedishes, social media links,
(03:36):
navigation menus, and pop-upsgalore.
But here's the kicker.
This approach is about aseffective as trying to catch
fish with a tennis racket.
Why?
Let's break it down first,information overload is real.
When visitors are bombarded withtoo much content, their brains
short circuit.
They freeze up unsure where tolook or what to do next.
(03:57):
It's like trying to drink from afire hose, overwhelming and
ultimately ineffective genericheadlines and calls to action.
They're about as inspiring aslukewarm coffee.
In a world where we'reconstantly bombarded with
messages, bland doesn't cut it.
Your visitors need a reason tocare, and click here just
(04:18):
doesn't light that fire.
And those distractions, eachlink, each button, and each
shiny object is a potential exitroute.
It's like setting up a maze whenyou want your visitors to follow
a straight path.
Every distraction lowers yourconversion rate.
It sends potential customersdown rabbit holes instead of to
your desired action.
So what's the secret sauce?
(04:40):
Think minimalist chic, notinformation hoarder.
Your landing page should be alaser-focused machine.
Every element should pointtowards a single goal.
It's about clarity, not clutter.
Simplicity, not sensoryoverload.
Craft content that speaksdirectly to your visitors' needs
and desires.
Make them feel seen, understood,and offered a solution they
(05:01):
can't resist.
Your words should be a magnet,not a megaphone.
And those distractions show themthe door.
Guide your visitors gently, butfirmly towards the action you
want them to take.
No detours, no distractions,just a clear path to conversion.
Remember, in the world oflanding pages, less isn't just
(05:23):
more.
It's money in the bank ready toturn your landing page from a
cluttered mess into a conversionpowerhouse.
Let's dive into the nitty grittyof how to make it happen.
The five point landing pageblueprint.
Ready to turn your landing pageinto a conversion machine.
Let's break down the fiveessential elements that'll make
your page irresistible.
(05:44):
One, craft a catchy headline.
Your headline is your firstimpression.
Make it count.
You've got three secret weaponsin your headline arsenal.
Curiosity based peak, theirinterest.
The secret question you must askbefore starting your business.
Pain focused.
Address their struggles, tiredof feeling stuck in your career.
(06:06):
Benefit driven, show them whatthey'll gain free.
Ebook, get the clarity youdeserve in just five days.
Choose the style that best suitsyour offer.
Remember, a great headline islike a newspaper's front page
story.
It grabs attention and makespeople wanna read more.
Two, create productized images.
Even if your product is digital,make it look tangible.
(06:28):
Our brains love concrete,physical things.
If it looks real, we value it.
More.
Tools like Canva lets youdisplay your digital product on
phones, laptops, or tablets.
As one digital marketing expertsays, A picture is worth a
thousand words, but aproductized image is worth a
thousand clicks.
(06:48):
Three.
Write compelling bullet points.
Bullet points are your chance toshine.
Use these three types how to,how to finally rid yourself of
analysis paralysis so you cantake massive action.
List four, influence ignitersthat can explode your platform
growth in just 90 days.
(07:09):
Benefit.
The entrepreneurial opportunityfilter scorecard that helps you
make good decisions in fiveminutes or less.
Sprinkle in time, modifiers in90 days, and speed modifiers.
Five minutes or less to amp upthe excitement.
Good bullet points are like amovie trailer.
They excite and leave theaudience wanting more.
(07:30):
Four.
Design a clear call to action.
CTA.
Your CTA is where the magichappens.
Make it specific and actionoriented instead of boring.
Old subscribe.
Try yes.
Send me the action guide.
Download now.
Get instant access.
Remember, your call to action isthe gateway between your visitor
(07:53):
and your offer.
Make it impossible to resist.
Five.
Apply the no link rule.
Here's a counterintuitive tip.
Remove all navigation menus.
Contextual links anddistractions.
Yep, all of them.
Why?
Each link is an exit route.
You want your visitors focusedon one thing and one thing only
your offer.
(08:14):
Think of it this way.
A landing page with no externallinks is like a sales pitch
without interruptions.
It keeps the focus entirely onyour offer.
There you have it, the fivepoint blueprint for a landing
page that converts ready to putit into action.
Let's move on to a practicalexercise to help you implement
these strategies.
Today's exercise, create yourperfect landing page.
(08:37):
It's time to roll up yoursleeves and create your own high
converting landing page.
Don't worry, we'll take it stepby step.
Step one, pick your star player.
What's the one thing you want topromote?
It could be an ebook, a webinar,a free consultation, or any
other lead magnet.
Choose something you're excitedabout.
(08:58):
Your enthusiasm will shinethrough in your copy.
Step two, headline brainstorm.
Now let's craft three attentiongrabbing headlines, curiosity
based, what's the mostintriguing aspect of your offer?
Tease it here.
Pain focused.
What problem does your audiencedesperately wanna solve?
Benefit driven, what's thebiggest gain your offer
provides?
(09:19):
Write at least one of each type.
Don't worry about perfection.
We're brainstorming here.
Step three, picture perfect timeto make your offer look
irresistible.
Head over to Canva.
Create an image that makes yourdigital offer look tangible and
valuable.
Remember, we eat with our eyesfirst.
Step four.
(09:41):
Bullet point, bonanza craftthree to five killer bullet
points, mix and match thesetypes how to, how to achieve the
desired outcome.
So you can enjoy benefit listnumber of ways to achieve the
desired outcome in inserttimeframe.
Benefit the insert your offerthat insert specific benefit in
(10:05):
insert timeframe.
Don't forget to sprinkle inthose time and speed modifiers.
I.
Step five, call to actioncreation.
Design A CTA button thatscreams, click me.
Make it specific to your offer.
And action oriented.
Yes, I want insert specificbenefit, often works well.
Step six, declutter and focus.
(10:28):
Look at your current landingpage ruthlessly.
Remove any links, menus, orelements that don't directly
contribute to your conversiongoal.
Be brave.
Less is more.
Step seven.
Test and tweak.
Share your new landing page witha small audience.
This could be your email list,social media, followers, or even
friends and family.
(10:49):
Track how many people visit andhow many convert.
Don't be discouraged if yourfirst attempt isn't perfect.
Landing page optimization is anongoing process.
Analyze your results, makeadjustments, and test again.
Remember, every master was oncea beginner.
The key is to start, learn, andkeep improving.
(11:09):
Now go forth and create alanding page that converts key
takeaways.
A well-designed landing pagefollows a five point checklist,
catchy headline, productizedimage, compelling bullet points
clear CTA, and no distractinglinks.
Simplicity and focus are crucialfor high converting landing
pages.
(11:30):
Remove distractions and guidevisitors toward a single action.
Continuously test and refineyour landing pages to improve
conversion rates and grow youraudience more effectively.
What if you could make one little tweak to a
landing page and get dozens orhundreds of more email
subscribers?
Well, that's what we're gonnatalk about today.
Welcome everyone to the Market.
Your message show.
I'm your host, JonathanMilligan, and today we're gonna
dive into chapter four of one ofmy recent books, build Your
(00:21):
Audience.
Now in the Build Your Audiencebook, we walk through and teach
you all the different trafficmethods.
So those are coming in the weeksto come.
Make sure you stay connected tothe show.
But today we are covering thefoundations, and that is
building your email list firstbefore you go out and get a
(00:43):
bunch of traffic.
And I'm gonna teach you theperfect five point landing page.
You don't have to be a designer,you do not have to be a
professional copywriter.
You just need to do five thingswell, and maybe just maybe your
landing page is missing just oneof these.
(01:03):
And it can make all thedifference.
So if you wanna fall along withthe book or the workbook, or you
wanna get the audiobook byitself, you can also go to
platform growth books.com.
You can buy any book in theseries.
All of them come with workbooksand audiobooks as well.
Alright, let's jump in totoday's chapter on the perfect
(01:25):
five point landing page.
Speaker 6 (01:28):
Chapter four, the Perfect five point Landing Page.
It's 1853, and the big apple isa buzz with innovation.
Inventors from around the worldshowcase their latest marvels,
but one man's display standsout.
Elisha Otis steps onto aplatform high above the crowd
gasps echo through the hall.
(01:49):
What's he doing up there with adramatic flourish.
Otis raises his hand.
All safe gentlemen.
He declares.
In an instant, an assistant cutsthe only rope holding the
platform heart.
Skip.
A beat will Otis plummet to hisdoom, but he doesn't fall.
The platform Jolts then stops.
Otis's.
Revolutionary safety Break hasjust saved his life and changed
(02:10):
the world.
This wasn't just anydemonstration.
It was the world's firstelevator pitch.
In less than a minute, Otisconveyed the value of his
invention.
There were no long-windedexplanations or complicated
jargon.
Just a clear, impactful messagethat anyone could understand.
The result orders poured inelevators went from death traps
(02:33):
to must have amenities.
Suddenly buildings could reachfor the sky.
The modern city skyline wasborn.
What made Otis's pitch soeffective?
It was simple, it was visual.
It solved a real problem, and itpacked a punch.
Sound familiar.
These are the exact sameprinciples that make a great
(02:53):
landing page.
Just like Otis's Elevator, yourlanding page needs to quickly
convey value, solve a problem,and make an impact.
I.
Ready to create your ownshowstopping pitch.
Let's dive in and learn how tocraft the perfect five point
landing page.
It might not revolutionizearchitecture, but it could
certainly revolutionize yourbusiness.
(03:14):
The landing page trap evervisited a website and felt like
you've stumbled into a digitaljungle.
You're not alone.
Most folks treat their landingpages like an all you can eat
buffet of information they pileon paragraphs, sprinkle in some
stock photos, and top it offwith a generic.
Learn more button.
Oh, and don't forget the sidedishes, social media links,
(03:36):
navigation menus, and pop-upsgalore.
But here's the kicker.
This approach is about aseffective as trying to catch
fish with a tennis racket.
Why?
Let's break it down first,information overload is real.
When visitors are bombarded withtoo much content, their brains
short circuit.
They freeze up unsure where tolook or what to do next.
(03:57):
It's like trying to drink from afire hose, overwhelming and
ultimately ineffective genericheadlines and calls to action.
They're about as inspiring aslukewarm coffee.
In a world where we'reconstantly bombarded with
messages, bland doesn't cut it.
Your visitors need a reason tocare, and click here just
(04:18):
doesn't light that fire.
And those distractions, eachlink, each button, and each
shiny object is a potential exitroute.
It's like setting up a maze whenyou want your visitors to follow
a straight path.
Every distraction lowers yourconversion rate.
It sends potential customersdown rabbit holes instead of to
your desired action.
So what's the secret sauce?
(04:40):
Think minimalist chic, notinformation hoarder.
Your landing page should be alaser-focused machine.
Every element should pointtowards a single goal.
It's about clarity, not clutter.
Simplicity, not sensoryoverload.
Craft content that speaksdirectly to your visitors' needs
and desires.
Make them feel seen, understood,and offered a solution they
(05:01):
can't resist.
Your words should be a magnet,not a megaphone.
And those distractions show themthe door.
Guide your visitors gently, butfirmly towards the action you
want them to take.
No detours, no distractions,just a clear path to conversion.
Remember, in the world oflanding pages, less isn't just
(05:23):
more.
It's money in the bank ready toturn your landing page from a
cluttered mess into a conversionpowerhouse.
Let's dive into the nitty grittyof how to make it happen.
The five point landing pageblueprint.
Ready to turn your landing pageinto a conversion machine.
Let's break down the fiveessential elements that'll make
your page irresistible.
(05:44):
One, craft a catchy headline.
Your headline is your firstimpression.
Make it count.
You've got three secret weaponsin your headline arsenal.
Curiosity based peak, theirinterest.
The secret question you must askbefore starting your business.
Pain focused.
Address their struggles, tiredof feeling stuck in your career.
(06:06):
Benefit driven, show them whatthey'll gain free.
Ebook, get the clarity youdeserve in just five days.
Choose the style that best suitsyour offer.
Remember, a great headline islike a newspaper's front page
story.
It grabs attention and makespeople wanna read more.
Two, create productized images.
Even if your product is digital,make it look tangible.
(06:28):
Our brains love concrete,physical things.
If it looks real, we value it.
More.
Tools like Canva lets youdisplay your digital product on
phones, laptops, or tablets.
As one digital marketing expertsays, A picture is worth a
thousand words, but aproductized image is worth a
thousand clicks.
(06:48):
Three.
Write compelling bullet points.
Bullet points are your chance toshine.
Use these three types how to,how to finally rid yourself of
analysis paralysis so you cantake massive action.
List four, influence ignitersthat can explode your platform
growth in just 90 days.
(07:09):
Benefit.
The entrepreneurial opportunityfilter scorecard that helps you
make good decisions in fiveminutes or less.
Sprinkle in time, modifiers in90 days, and speed modifiers.
Five minutes or less to amp upthe excitement.
Good bullet points are like amovie trailer.
They excite and leave theaudience wanting more.
(07:30):
Four.
Design a clear call to action.
CTA.
Your CTA is where the magichappens.
Make it specific and actionoriented instead of boring.
Old subscribe.
Try yes.
Send me the action guide.
Download now.
Get instant access.
Remember, your call to action isthe gateway between your visitor
(07:53):
and your offer.
Make it impossible to resist.
Five.
Apply the no link rule.
Here's a counterintuitive tip.
Remove all navigation menus.
Contextual links anddistractions.
Yep, all of them.
Why?
Each link is an exit route.
You want your visitors focusedon one thing and one thing only
your offer.
(08:14):
Think of it this way.
A landing page with no externallinks is like a sales pitch
without interruptions.
It keeps the focus entirely onyour offer.
There you have it, the fivepoint blueprint for a landing
page that converts ready to putit into action.
Let's move on to a practicalexercise to help you implement
these strategies.
Today's exercise, create yourperfect landing page.
(08:37):
It's time to roll up yoursleeves and create your own high
converting landing page.
Don't worry, we'll take it stepby step.
Step one, pick your star player.
What's the one thing you want topromote?
It could be an ebook, a webinar,a free consultation, or any
other lead magnet.
Choose something you're excitedabout.
(08:58):
Your enthusiasm will shinethrough in your copy.
Step two, headline brainstorm.
Now let's craft three attentiongrabbing headlines, curiosity
based, what's the mostintriguing aspect of your offer?
Tease it here.
Pain focused.
What problem does your audiencedesperately wanna solve?
Benefit driven, what's thebiggest gain your offer
provides?
(09:19):
Write at least one of each type.
Don't worry about perfection.
We're brainstorming here.
Step three, picture perfect timeto make your offer look
irresistible.
Head over to Canva.
Create an image that makes yourdigital offer look tangible and
valuable.
Remember, we eat with our eyesfirst.
Step four.
(09:41):
Bullet point, bonanza craftthree to five killer bullet
points, mix and match thesetypes how to, how to achieve the
desired outcome.
So you can enjoy benefit listnumber of ways to achieve the
desired outcome in inserttimeframe.
Benefit the insert your offerthat insert specific benefit in
(10:05):
insert timeframe.
Don't forget to sprinkle inthose time and speed modifiers.
I.
Step five, call to actioncreation.
Design A CTA button thatscreams, click me.
Make it specific to your offer.
And action oriented.
Yes, I want insert specificbenefit, often works well.
Step six, declutter and focus.
(10:28):
Look at your current landingpage ruthlessly.
Remove any links, menus, orelements that don't directly
contribute to your conversiongoal.
Be brave.
Less is more.
Step seven.
Test and tweak.
Share your new landing page witha small audience.
This could be your email list,social media, followers, or even
friends and family.
(10:49):
Track how many people visit andhow many convert.
Don't be discouraged if yourfirst attempt isn't perfect.
Landing page optimization is anongoing process.
Analyze your results, makeadjustments, and test again.
Remember, every master was oncea beginner.
The key is to start, learn, andkeep improving.
(11:09):
Now go forth and create alanding page that converts key
takeaways.
A well-designed landing pagefollows a five point checklist,
catchy headline, productizedimage, compelling bullet points
clear CTA, and no distractinglinks.
Simplicity and focus are crucialfor high converting landing
pages.
(11:30):
Remove distractions and guidevisitors toward a single action.
Continuously test and refineyour landing pages to improve
conversion rates and grow youraudience more effectively.
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