A well-designed landing page converts better when it has one clear goal, minimal form fields, a benefit-focused headline, mobile optimization, and a call-to-action button that tells visitors exactly what they get.
the reason the long form sales letter works so well is because it wipes away doubt
The Beginners Guide to Landing PagesAaron, Adam, and Matt sit down in this crossover episode, to discuss landing pages for beginners. Bonus - We give away our ultimate guide to landing pages checklist! You don't want to miss this episode!
Ask only for the information you need, as little as possible. The hosts note that reducing fields to just email can triple or quadruple leads. Each extra field creates roughly 23% friction. Additional information can be collected over the phone or in a follow-up email after the lead is captured.
Short copy often fails to answer authority, credibility, and trust questions or overcome objections. Long-form sales letters are structured so even skimmers absorb key bullets and build enough trust to convert. They are especially effective for info products and high-ticket items.
Start with the largest elements: the headline, the call-to-action, and whether or not a video is present. Small design changes like background color shifts matter much less. Use an A/B split so some traffic sees page A and some sees page B, and measure the impact before changing anything else.
A clear CTA is, well on your landing page ultimately you have one goal. One goal. That's why Adam mentioned a little bit earlier that you don't want to send them to your website because you have a whole menu, you have buttons at the bottom, you have all this different content
Guest
when you said spam, it gave them a negative content, like the awareness of I could get spammed
Guest
Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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