Landing Page Makeover Clinic #23: BabyNapsWell.com
http://www.copyblogger.com/images/copyblogger_email.jpgLanding Page Makeover Clinic #23: BabyNapsWell.com

This ar addition ongoing series tutorials studies landing pages tt work.
Nicole Johnson ws babies moms se much-needed rest. She’s packed napping plans, schedules, strategies $37 ebook/consultation package. She’s tried pricing, Google Adwords, dt offers, freemiums, me pop conversion, results ping bn snoozy 0.5 3%.
She traffic, help getting te tired, sleepy moms buy. Let’s can’t help Nicole sales much-needed wakey-wakey.
- The Goal: Increase conversion (currently 4%).
- The Problem: Nearly 3,000 visitors monthly, it free information don’t ultimately translate sales.
- Content Marketing Strategies: Various. Nicole’s free Baby Nap Guide piece users io email funnel
- The Current Landing Page: www.babynapswell.com (home page)
- Value: $24.95 $37
The Maven’s 10-Point Critique
#1 – screen answer question — moms babies nap?
Because they’re exhausted! Ty relaxed, rested child chance ts rest recharge hours. They’re desperate RELIEF now.
What’s deep, realized benefit ebook? ebook helps break vicious nap/irregular nap cycle, makes mom feel competent secure parent, makes easier enjoy baby.
So here’s — you’ve 2-3 screen yr reader involved message. they’ve ay reviewed free nap info, not. er case, don’t tm rich, emotionally resonant headline. You’ve basically repeated banner head headline. It’s not. ft glance, ao idea you’re selling ag all. isn’t me.
So clear. Develop test headlines tt speak directly mom’s emotional environment — tired enjoy baby? Dread nap-time power struggles day ar day? XX days, tn pint-sized nap-fighter io sweet-smiling, nap-lover. strategies tools . . . forth.
#2 — personal. emotional. Talk readers, Mom-to-Mom, letter format.
Dear Cranky Mom,
A ago, you. mom wh baby matter wouldn’t nap did, short fitful. stuff goes long, confident mom world begins tk stinks mom thing. se doing sg wrong didn’t wt instead.
Your current copy factual, little bloodless. doesn’t speak heart desperation ft kids little wouldn’t sleep. te problem/solution fraught wh anxiety deep nd help, ts it. copy reaches frazzled mom wh solace hope will, again, chance closing eyes hour afternoon.
Get personal wh video. ts effective you, especially de professionally. (I don’t simple chat webcam wd support value credibility.) Imagine wonderful wd feel “Tired Mom” se talk tell relief sight.
#3 — Me napping issues $37 solution.
There ton books, sites, products, support devoted sleeping issues. wondered nd special book napping opposed broader sleep solution. That’s probably biggest challenge overcome. You’ll se copy continues underscore daytime napping set strategies solve them.
#4 — tell product you’re selling. action screen.
If people you’re selling book, gotta book YOU’VE SW TITLE. didn’t realize ebook called “Mastering Naps Schedules” ul mentioned testimonial sd screen.
Your cover vy appealing I’d definitely above-the-fold prominence, banner art. yr prospects opportunity sl ps copy, starting screen. button, text link call-to-action (CTA) device screen scroll. (Right now, takes 3 screens locate or buttons.)
I prepared heatmap wt people look wt ty look first. attention elements tt don’t promote yr message means lost sales opportunities you. (Free heatmap courtesy technology Feng-GUI.com.)
#5 — Tell precisely wt learn yr ebook.
Give readers bulleted list goodies, specific.
- 28 proven strategies tt . . .
- 3 easy-to-use tools . . .
- 12 well-meaning grandma bk . . .
Etcetera. strengthens copy specificity. ay this. more.
Also, te feature expand core benefit. example, “How LR naps” bs “10 naps fm yr baby me couch-time you.”
#6 — Emphasize yr ws nearly babies parents.
Everyone, including me, tr baby parenting situation unique. That’s you’ll se yr copy reinforces tt sm nearly yg children — preemies, internationally adopted toddlers, twins, sorts moms dads. yr testimonials underscoring this.
Think personas representing yr customer types. ebook ry for? Write 3-5 ’stories,’ representing key core parenting market, me copy delivers message, “Yes, ebook perfect se me,” them.
#7 — Establish reinforce expertise subject. Add headshot.
Who qualified? That’s challenges yr copy address. Unless missed it, don’t ag you. wt spend $XX, wt kw eh tk I’m spending money wisely. don’t alphabet soup degrees following name, reveal sg yf background context yr offering.
#8 — Edit, edit edit more.
Your moms tired. eyes glazing or looking dense, forbidding text super lg paragraphs.
Think shorter, 2-5 line paragraphs. lots subheads bulleted lists hook eye me scanning scrolling chore. People science/other background at napping support ebook’s information. Don’t ge background tn help folks me decision purchase.
#9 — Test 2-column format. Load yr sidebar testimonials.
Get bulk “Mom-and-Baby-Tested” testimonials here. Again, edit judiciously. wt eh te amplify illustrate ebook’s core strengths. I’d se pediatricians, pediatric nurse practitioners, daycare center directors, home daycare moms, etc. weigh-in wh tr thumbs-up. Run te short, punchy kudos adjacent yr main copy.
#10 — Simplify offer.
You differentiate yr offers me emphatically titling– “The Deluxe Complete BabyNapsWell Personal Consultation” “Standard BabyNapsWell System” — br design. mt box play tm side. Ps add headshot io Deluxe box reminder relief personal attention prospect at purchase.
BONUS:
I’d tk at giving ebook title. huge topic my parents living fog “my baby nr sleeps.”
“Mastering Naps Schedules” lacks emotional juice “No Naptime Tears: Baby Love Naptime Love Yours” — sg le that. wt title clearly, ps cleverly gs pt fast. wt yr title spell RELIEF HAND.
My thanks Nicole Johnson patience support Heifer International. Look nt makeover approximately 3 4 weeks.
Want future Copywriting Maven landing page makeover?
Got landing page that’s poop pop? Willing share Copyblogger readers? Prepared little “skin game” Maven Makeover? follow yr click Maven’s Landing Page Makeover page for all the details. I’m booked for gratis “Heifer” critiques until 05/15/10.) If you’re interested in a private critique/makeover, site audit, or other services, please email me directly.)
About Author: Roberta Rosenberg The Copywriting Maven MGP Direct, Inc. @CopywriterMaven Twitter.













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