Optimizing B2B Landing Pages For Conversions

90% of ad conversions fail because of poor landing page alignment—not your ad copy. It's a surprising stat, right? We all tweak our ad copy to perfection and obsess over bids, but often, the true bottleneck is elsewhere: our landing pages don’t align with our ads. Here’s how we tackled this for a SaaS client, focusing on project management tools: 𝗦𝘁𝗲𝗽 𝟭: 𝗔𝘂𝗱𝗶𝘁 & 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀  We started by auditing their Google Ads. The ads were well-crafted, sure, but the conversion rates? Not so much. We quickly noticed a pattern—the landing pages were generic, not reflecting the specific promises made in the ads. 𝗦𝘁𝗲𝗽 𝟮: 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 We sorted their ads into different product features such as "real-time collaboration," "budget management," and "software integration." Each feature targeted a different user group—project managers, CFOs, and IT managers. 𝗦𝘁𝗲𝗽 𝟯: 𝗧𝗮𝗶𝗹𝗼𝗿𝗲𝗱 𝗟𝗮𝗻𝗱𝗶𝗻𝗴 𝗣𝗮𝗴𝗲𝘀 𝗥𝗲𝗮𝗹-𝘁𝗶𝗺𝗲 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗱𝘀: We created a landing page that included a video demonstration of the feature, user feedback on how this feature enhanced their workflow, and a direct CTA for a free trial. 𝗕𝘂𝗱𝗴𝗲𝘁 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗱𝘀: This page showcased visual reports on budget tracking, testimonials from finance professionals, and a CTA to download an in-depth guide on reducing costs. 𝗦𝗼𝗳𝘁𝘄𝗮𝗿𝗲 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗱𝘀: We designed a page listing software integrations, provided a downloadable technical guide, and set up a CTA for a live demo with product engineers. Each of these 30+ landing pages per month was carefully crafted to match its ad, improving relevance and user satisfaction. 𝗥𝗲𝘀𝘂𝗹𝘁𝘀? A 60% increase in lead conversions and a 35% reduction in bounce rates followed. Visitors were immediately met with what the ad promised, greatly enhancing their experience. 𝗦𝘁𝗲𝗽 𝟰: 𝗢𝗻𝗴𝗼𝗶𝗻𝗴 𝗥𝗲𝗳𝗶𝗻𝗲𝗺𝗲𝗻𝘁  Through continuous A/B testing and feedback analysis, we made sure every element was optimized to keep improving results. Feeling like your ads could perform better? Drop “Landing Pages” in the comments to schedule a free landing page audit with me! #googleads #digitalmarketing #conversionoptimization 

Using insights from tens of thousands of A/B tests, I break down Ramp’s homepage hero ➡️ highlighting both the smart bets and areas for optimization. 1) Social proof at the top of homepages is typically a poor bet. Ramp includes both G2 stars above the header and a logo bar beneath the hero. In our testing, when brands place third-party review stars above headers, these versions consistently lose (I cover this in detail in my LinkedIn article, The Problem with Social Proof). Why? 🔎 Distrust of third-party reviews, often perceived as pay-to-play. 🔎 Key content and CTAs get pushed down, especially on mobile. 🔎 Unintentional signaling, for example "4.8 stars from 200+ reviews" can actually make the brand seem small. 2) Embedded email capture + clear CTA text is a winning combo. About two years ago, Ramp A/B tested an embedded email capture form versus a standard button. The embedded form won. Since then, across dozens of site iterations, they’ve kept it. Brands like Buffer and Rippling have similarly tested into and retained embedded capture forms. Their CTA text, “Get Started for Free,” is also strong: it clearly communicates that it’s a free trial. The only improvement I’d suggest is adding reassurance text below the CTA, clarifying that no credit card is required. We’ve seen this small detail improve conversions in multiple A/B tests (see Twilio’s homepage for a good example). 3) Secondary CTAs are a good bet. Ramp’s secondary CTA, “Explore Product,” beneath the main CTA is smart. We’ve seen extensive testing on one vs. two CTAs in homepage heroes for B2B SaaS and fintech brands. Two CTAs typically win. Why? Most of these companies have both self-service and enterprise buyers, with varied traffic sources (and intent levels). Offering two clear paths lets each group choose their preferred next step. 4) Product imagery works. Across hundreds of tests, product imagery consistently outperforms stock photos, branded graphics, or stylized backgrounds. Prospects want a preview of the actual product. 5) Customer logo bars typically underperform. I’ve written extensively on this, but here’s a quick recap of why logos usually lose: 🚧 Logo blindness: If you’re an industry leader, customers assume you serve top brands, so listing them adds little credibility. 🚧 Logo fit: Irrelevant logos create disconnect. Prospects want proof that companies like theirs trust your product. 🚧 Logos mislead: Many sites display big-brand logos when just a small team or individual used the product, or worse, when that company has already churned. If you do use logos, make them interactive or segmented. Brands like Clay and Hex link logos to case studies, providing depth. Others, like 7shifts, segment logos by industry to improve relevance. Hope this is helpful. Any other brands you would love to see analyzed based on DoWhatWorks's database of tracked tests?

Your website gets traffic but no demo bookings. Here’s what’s missing. I see this pattern across every high-converting B2B website: Beautiful design gets attention. Trust signals get demos booked. What kills conversions: ❌ Stock photos instead of real team faces ❌ Vague claims: “Trusted by thousands” ❌ Generic copy: “Industry-leading solution” ❌ Hidden pricing: “Contact us to learn more” ❌ No proof behind the promises What drives conversions: ✅ Real founder/team photos: people buy from people, not brands. ✅ Specific social proof: Not → “Loved by thousands” Instead → “Used by 47 Series A startups including [Logo, Logo, Logo]” ✅ Concrete claims with evidence: Not → “Increase productivity” Instead → “Teams save 8 hours/week” + screenshot ✅ Transparent pricing: Not → “Contact us for pricing” Instead → “Plans start at $X/month” or “Typical projects: $X–X range” ✅ Specific testimonials: Not → “Great product! - John” Instead → “Cut onboarding from 2 weeks to 3 days. - Name, VP at [Company]” The insight most founders miss: Your website isn’t competing against other websites. It’s competing against skepticism. Every visitor is asking: →“Is this real?” →“Will this work for me?” →“Can I trust these people?” Answer those questions, or they close the tab. The trust hierarchy for B2B sites: 1️⃣ Proof of existence (real team, real company) 2️⃣ Proof of competence (named customers, results) 3️⃣ Proof of fit (relevant use cases) 4️⃣ Proof of value (clear pricing, transparent process) Skip any level, conversions drop. Bottom line: Design gets clicks. Strategic design gets calls booked. 💡 What trust signal is your website missing? #B2BMarketing #WebDesign #ConversionStrategy #ProductDesign

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.

I boosted an 8-figure coaching brand’s conversion rate by 50% in one month. Here's how I did it in 6 steps: 1 – Listen to your client. This sounds obvious, but you’d be amazed at how much you can learn if you actively listen and read between the lines. In this scenario, the client briefly mentioned a landing page revamp the year prior. As a result, other channels saw an uptick in conversion rate, but paid search was flat. Why? 2 - Be proactive. The client was curious and asked a question, but never asked me to take any specific action.  Instead of letting it go, I did this instead: - Pulled a landing page report – identified the page with the most click traffic - Pulled a device report – learned that 65% of click traffic was from mobile - Analyzed the landing page based on mobile CRO best practices 3 – Develop a hypothesis. I found the landing page was not optimized for mobile users. I made the following recommendations to the client: - Create a new version of the landing page - Use one clear image - Use one compelling call-to-action - Move the CTA button above the fold - Shorten the lead form to only 2 fields (name and email) 4 – Test your hypothesis. My hypothesis was the new landing page would beat the old landing page based on conversion rate (CVR). I implemented the following test: - Used Google Ads Experiments - Ran A/B landing page test - 50/50 traffic split (test page against control page) - Measured success or failure based on CVR - Let the test run until statistical significance was reached (approx. 30 days) - Didn’t make any big changes to the campaign while the test was underway 5 – Share the results. After 30 days, I analyzed the results and shared them with my client.  The results: - My hypothesis was correct - The new landing page had a 50% higher CVR compared to the old landing page - The 50% higher CVR led to an additional 500 leads per month for my client - 500 additional leads per month without spending an extra dime  - HUGE WIN! 6 – Learn and iterate. I rolled out the new landing page across the entire Google Ads account. Delivering this kind of major value not only strengthens client trust, but also makes the testing process rewarding.

I have built over 1000 landing pages in the last 6 years. Some converted at 2%. Others hit 15% with the same traffic source. And after a while, you start to notice what actually moves the needle. It is rarely the colour of the button. Here is what I wish someone had told me when I started. 1. The headline does most of the heavy lifting. If it does not match what the ad promised, visitors leave before they scroll. You have probably done this yourself without even thinking about it. 2. Speed matters more than design. A page that loads in 2 seconds will outperform a beautiful page that loads in 6. Every single time. We tested this across 34 client accounts last year. 3. One page, one job. The moment you add a second call to action, conversions drop. People get confused, and confusion kills action. 4. Proof needs to sit above the fold. Not buried at the bottom, where only 20% of visitors ever reach. Testimonials, logos, and numbers belong where eyes actually land. 5. Forms should ask for the minimum. Every extra field costs you leads. We cut one client's form from 7 fields to 4 and saw a 38% lift in submissions. 7. Mobile is not secondary. Over 60% of traffic now comes from phones. If your page feels clunky on a small screen, you are losing more than half your opportunities. None of this is revolutionary. But most landing pages I audit still get these basics wrong. They chase clever copy when the real problem is friction. What would change if your landing page just removed obstacles instead of adding persuasion? --------------------------------------------------------------------------- Who am I I'm Lukas, founder of LDS Digital. What I do I help businesses build steady lead and revenue systems. What LDS Digital does We turn interest into real enquiries and booked calls using SEO, paid ads, conversion, and simple automation. Who we help B2B operators who want growth without guesswork. The outcome A clearer pipeline, better lead quality, and more predictable revenue. Why this works This approach works because it focuses on fundamentals, clean execution, and systems that keep performing over time. PS: If this resonates, feel free to DM me.

Median B2B SaaS landing page conversion rate: 3.8% Average B2B demo page conversion rate: 5.5% 𝗢𝘂𝗿 𝗱𝗲𝗺𝗼 𝗽𝗮𝗴𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲: 𝟯𝟯% In 2021, Hubspot released a study after analyzing over 40,000 landing pages from their customers in 2021 (aka, the height of the lead gen strategy) The very first variable they covered in the study was the conversion rate by the number of form fields, noting that 3 fields had the best conversion rate, and every additional field added afterward led to a decrease in form conversion rate This became gospel in B2B But what if I told you that form length doesn't matter? What if I told you that short forms are a remnant of the legacy lead gen strategy and aren't applicable to a modern demand gen approach? Our demo form has 8 fields on it. In 2024, our demo page conversion rate was 33%. Not 3.3%, but 33%. 10x higher than the median in the Unbounce study (3.8%) 6x higher than the average in the Hockeystack study (5.5%) And with 2.5x more fields than what Hubspot deemed as “best practice” (3) So what’s the magic to having such a high conversion rate? By letting prospects come to you when they’re ready 🤯 If you’ve been following my thoughts for some time now, this won't be new news to you. This is the GTM approach I’ve been helping to champion for 5 years now. And this is actual data I’m seeing with our GTM approach. As stated earlier, the legacy lead gen approach is volume-dependent. Get more people to squeeze pages and hope they can be converted to MQLs to pass along to Sales. So what do you think happens when you not only increase the number at the top of the funnel, but that number is also full of people not actively wanting to buy anything or talk to you? You get a bigger denominator (bottom part of the fraction) without having a bigger numerator (top part of the fraction), aka a very low conversion rate. Yes, reducing the fields from 5 to 3 might help increase that numerator slightly, but not much. But what happens when you stop playing the legacy lead gen (volume) game and take the modern GTM approach? Your denominator is made up only of people who are voluntarily coming to this page vs. being forced to it. And your numerator increases because the modern GTM approach caters to educating, building trust, and leading a prospect to understanding why they should choose you when they are ready to buy. You now have a smaller denominator and a bigger numerator, aka a significantly higher conversion rate. - - - - - - - - - - - - - - - - - - Few “best practices” are fundamental (read: timeless) best practices. Keep this in mind any time you hear someone say something like “because we’ve always done it this way” or any time you find yourself going back to the things you’re comfortable with and have been doing for years. Times change Strategies change Markets change Behaviors change And many of the “best practices” we follow are simply variables, NOT constants, tied to each of those

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! 💡

This might be controversial, but... Most B2B websites are terrible at turning traffic into pipeline.   A founder friend asked me this week: “Bill, we’ve got traffic and a decent funnel, but no pipeline from the site. No clue what’s wrong.”   You spend all this money to drive traffic… And when buyers land on your site? They fall into the void.   ❌ No clue who’s visiting ❌ No idea what accounts matter ❌ No signals, no triggers, no system   I have seen this happen more often than you'd think. Here's the issue 👇 When someone hits your site → that’s a signal. Your site should behave like a rep: → Recognize the buyer → Know what they care about → Guide the next step The tools make it possible. But without a system? They’re simply just bloat. That's why this convo hit a nerve, because I see this everywhere, Teams drive traffic, buyers show intent, But the website is just… watching.   This is the gap between inbound and Outbound, And it’s exactly what our inbound-led Outbound model solves. At SalesCaptain, we’ve helped 60+ GTM teams turn their websites on offense: → Identify who’s visiting → Filter for ICP → Trigger Outbound and retargeting in real time   Here’s the 6-step flow and stack that powers it👇 🔹 1. Identify who’s visiting Uncover high-intent accounts in real time → RB2B, Dealfront, Leadfeeder, Clearbit Reveal → Pipe into Clay to filter ICP + enrich with real-time signals 🔹 2. Capture and convert leads Turn visits into qualified conversations → Self-serve: Chili Piper, Calendly, Typeform, VideoAsk → Personalized: Mutiny, Lift AI, Userled, Clay + Webflow integration 🔹 3. Watch what’s working Understand user behavior + optimize UX → Observe: Microsoft Clarity, Hotjar | by Contentsquare, Fullstory → Test: VWO, Convert Experiences 🔹 4. Build trust while they browse Social proof drives conversion → Testimonial, Senja, review badges from G2, Capterra 🔹 5. Trigger outbound + ads Act on intent with unified data → Outbound ops: Clay, Apollo, Outreach, Salesloft → Data + retargeting: Twilio Segment, RudderStack, LinkedIn Matched Audiences, Meta Custom Audiences 🔹 6. Track what’s actually working Attribution that ties to pipeline → Dreamdata, HockeyStack, HubSpot   Modern GTM isn’t about inbound vs outbound It’s about building a system that drives pipeline.   👇 Want help mapping this to your GTM? Comment below or DM me, we’ll show you how we do it at SalesCaptain.   #gtmstrategy #outbound #conversionrate #revops #b2bgrowth

"Why doesn't my landing page convert?" Here's why 👇 An empty page with a form will not cut it for most buyers. You need to earn their purchase. To do so, you must bring them through these 5 steps before they convert. 1] 𝗠𝗮𝗸𝗲 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂 𝗗𝗼 𝗜𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗞𝗻𝗼𝘄𝗻 Make it clear what you do, who you serve, and how you make lives better. Have a visual that continues the message and brings in attention. Headline Formula: [What You Do] + [Outcome] Headline Example: Unlimited Copywriting That Converts Subheadline Formula: We help [Audience] + [Value Prop 1], [Value Prop 2], [Value Prop 3], with [What You Do] Subheadline Example: We helped B2B SaaS companies lower staff costs, go to market faster, and convert more demos with unlimited copywriting. 2] 𝗗𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗘𝗺𝗽𝗮𝘁𝗵𝘆 Customers want to feel seen. Make it clear you understand where they are and what they deserve. Empathy Headline Formula: [Question] + [Deep Rooted Concern] Empathy Headline Example: Do you have an amazing product but struggle to communicate it's true value? Empathy Subheadline Example: Every word on your website is an opportunity to connect with your ideal customer. Finding the right combination of trust, education, and pulsation with your copy is no easy task. You need the right partner to help guide you to a copy strategy that will resonate with your ideal customer. 3] 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 Customers need to feel comfortable working with you. You need proof. Your landing page should include: – Testimonials – Case Studies – Client Logos – Press Logos – Data Use these to your advantage to back up claims. Don't leave them isolated to a single section. 4] 𝗦𝗵𝗼𝘄 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 Make it obvious why you're the right choice. Communicate how you've solved these problems for people just like them. Authority Formula: We Help [Customer Industry] + [Path Forward] Authority Example: We help B2B SaaS companies write copy that communicates their value and prompts action. We helped [Client Name] lift their demo requests by [Specific Value] by re-writing their homepage. Check out the full case study. 5] 𝗠𝗮𝗸𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽𝘀 𝗖𝗿𝘆𝘀𝘁𝗮𝗹 𝗖𝗹𝗲𝗮𝗿 Not only should you make it crystal clear what the next step is, make it known what the cost of inaction is. Action Headline Formula: [Value] + Starts Now Action Headline Example: Your path to better copy starts now Inaction Examples: You lose opportunities every time a customer fails to resonate with your copy. Stop wasting time and ad budget on bad copy. --- Want a high-resolution PDF version of this lesson? Comment "LANDING PAGE LIFT"