This is one of those “obvious” rules that some marketers still forget about. Put simply: most of your readers want to know why before they care about what. Optimize by showing off the benefits (i.e., what readers will learn from your book or how it will improve their lives) rather than just telling visitors what the book is about (although, chapter overviews can be a handy way to preview the content if the book is substantial). Preview the benefits, not just the content A ‘download’ can be somewhat intangible, so seeing it in use on a device can help add value. A picture of the physical book or (if it’s digital only) the ebook displayed on a device helps visitors see exactly what they’re getting. Use images on your landing page to draw readers in and provide context. (Other resources for royalty-free stock images can be found with a quick Google search.) For instance, you can access the Unsplash library of free images without ever leaving the landing page builder. Thankfully, choosing the best images for your landing page doesn’t have to be an added cost. The first thing they see is your hero shot-so make it count. Visually, your landing page should match your campaign, so visitors know they’re in the right place. As soon as someone visits your landing page, they should be able to tell that your ebook is relevant to them. You only have about 8 seconds to make a strong impression, so your headline is your best chance to hook readers.Ī snappy headline is great, but it also needs to be clear about what the topic is. Your visitors need to stick around to convert-and it’s up to you to give them a reason.

If you do include more than one CTA (probably because your page involves a decent amount of scrolling), then all roads should lead to download. In fact, it can reduce conversions by up to 266%. Including more than one call to action splits the visitor’s attention and eats into your conversion rate. What’s at the heart of all top-converting ebook landing pages? A laser-focused call-to-action that serves one clear purpose.ĭon’t water down your call to action with secondary links or conflicting messaging. Want to increase conversion rates? Lower your cost-per-acquisition? Start by following these best practices: Use a single, clear call-to-action (But they have a few other things in common, too.) When it comes to landing pages for ebooks, what separates the best of ‘em from the rest of ‘em? Our favorite ebook landing pages are designed around one goal: Get more downloads. (In a hurry? Don’t go without letting us send you off with some sweet, sweet ebook landing page templates.)Įbook landing page best practices for getting folks to download But the good news is that by improving your landing page, you can encourage more downloads-and, ultimately, generate more leads.īelow, we’ll dig into some examples of ebook landing pages done right, but first, let’s look at some general best practices to keep in mind. If you send visitors to a generic web page or fail to communicate the value of downloading, then all of your efforts might be wasted. But before you can wow your readers, you need to get them to click “download.” The hard truth is that getting people to download your ebook can be tricky, even when it’s free. Not only will this ebook help establish your expertise, but it’ll also bring in revenue and grow your mailing list (hellooo, self-vetted prospects). You set up a targeted campaign to bring people to your ebook download page, and traffic is trickling in. All that research, planning, writing, designing, and revising has finally paid off. You’ve poured countless hours and resources into this thing. Let’s imagine that you’ve just published a shiny new ebook.

Now, let’s flip to the marketers’ perspective. Ideally, the choice is clear: Fill out the form and get the goods!īut what if it’s not so clear? What if poor messaging and confusing design get in the way? Maybe you click away or go read some other ebook instead. When we click a link or ad for any type of downloadable content, it’s the landing page that helps us decide what to do next. We’ve all been told not to judge a book by its cover-but what about its landing page?

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