Welcome to Your Content Should Sell, a newsletter that gives you practicals about creating content for your brand.

Merry Christmas Eve Eve!I just got home to Boston for the holidays.

I hope you have time to be with friends and family!

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You spend all that effort to make great ads and get the traffic, but you send them to a landing page or your website and see no conversion.

Sometimes the problem is not the ad.

Sometimes, the problem is what happens to the traffic post-click on the ad.

Landing pages should be an extension of the ad.

The landing page should continue to sell the product and go deeper into why this product is excellent for the consumer.

There are a lot of bad landing pages, but luckily for you, I found some incredible landing pages thanks to Replo's database.I will break down why the landing pages convert and give you ideas on how you can make your own great.

Oh - if you are afraid about developing these, Replo makes it so easy to build landers, and you can even use these examples as templates. (more on that later)

1. Athletic Greens

Athletic Greens understands the assignment.

They never miss as a brand.

Images

The imagery is elegant and simple but bold.

AG does a great job of showing off its product in the images.

Because AG is a health product, trust is immense in a market full of bad products.

High-end imagery creates a visual brand that is premium and trustworthy.

Copywriting

I love the benfits and callouts.

If you look through their ad library, you will see that what is said in the ads is also on the landing page.

The cohesiveness of messaging is really important for the consumer as they take a journey through your marketing funnel.

Social Proof

Last but not least, people of influence.

People like Dr. Huberman and Lewis Hamilton support the product giving influence and trust around the product.

Not everyone can get those types of people behind their brand right away, but how can you get social proof to build trust?

You can have customers send in photos with a review or use PR hits as a way to get credibility as well.

The biggest thing is faces.

Humans see other humans.

Anyone can fake words, but when you see a photo of a person, there is more trust immediately.

Shopify without the dev time

Huron is a game-changer in the men's personal care industry. They are a past client of Goodo Studios.Beyond incredible products for hair, body, and face, something that sets Huron apart is their use of Replo to build their landing pages.

Replo has helped Huron to create landing pages that offer a seamless buying experience for their customers and drive conversion (Huron Case Study).

Replo is a visual editor that empowers teams to create beautiful and high-performance landing pages on Shopify, without devs. Replo is light years ahead of other page builders when it comes to customization and page speed, and is used by top brands like Huron, Hexclad, and Jambys.

They have a library of hundreds of proven landing pages and sections that anyone can use, as well as certified Experts who can help build new pages in just a few days. You can watch a 3 minute demo video here.

Try Replo today and see the difference for yourself.

2. SIO

This page is so good, I want to buy these patches for MYSELF!

Images

I like the mix of high-end photos with more low-fi customer photos.

Just because you might run more UGC on ads doesn't mean you don't need high-end imagery and video.

When you come on to landing page or website, you are now out of the social media world and consumers expect something more elevated so you can build trust.

I love the diversity of people and ages on these images which makes it inclusive of a brand.

Copywriting

6 reasons why - very clear and concise.

Each reason builds off of the other and flows so well from point to point.

I like how the copy matches the imagery and works well together.

Suggested Shopping

By the time you are at the bottom of the landing page, you are ready to buy.

But now you need suggestions on what to buy first.

A row of best-sellers is a great way to introduce the products to consumers.

Also a big fan of the photography and how it stands out on the bottom.

Their visual brand is cohesive and strong even on smaller images - love it.

3. Ritual

Images

Similar to AG, Ritual has a clear visual brand from its images.I like that they use brand colors and have bold images.

Ritual has a cool-looking vitamin, so showing that off is a selling point.

To build trust in a brand like Ritual, you must invest in high-end photography.

Copywriting

Their copy is all about transparency and traceability.

Funny enough, their pill is SEE-THROUGH!

They have been able to build the story that vitamins can't be trusted but you can trust Ritual.

Social Proof

They don't have superstars like Lewis Hamilton, but they have real humans with their reviews.

I like having customers who come in for a photo shoot that aren't models and more relatable to the everyday consumer. 

Remember - humans see other humans.

Photos of people create trust in the brand.

4. How to improve your landing pages

Now that we have seen some landing pages, let's talk about YOUR landing page.

Photography

If you look at the best brands, they have nice photos.

Beyond just showing off the product, consumers see more profound messages when it comes to photos.

They have been trained to see nice photos on websites, so if they don't, they immediately think of scams or lack of trust.

So yes, you want excellent images to show off the product, but more importantly, you want to build trust with the customer.

The consumer has seen the ad and are interested in your product, but the lander needs to SELL them.

Now you can have customer photos and other UGC-type videos, but they should be there to show social proof, reviews, and before/afters. 

Copywriting that builds on the ad

We work so hard to build the creative strategy of the ad; the messaging should be cohesive with the landing page.

You don't want the consumers' expectation to be one thing after watching an ad, and then they get to the lander, and it feels like a whole different product or experience.

The messaging on the lander should build on what is being said in the ad.

The landing page is a continuation of ad and should feel separate.

Social Proof

There is a reason why customer testimonials work so well in ads.

People want to see other people trying the product and interacting with it.

You can have the same experience but on a landing page.

You can use videos of customers talking about the product or even embed your TikToks.

Page Themes

I think the best landing pages have a clear message.

5 reasons why...

or a specific type of person is called out like, Why hunters are buying [Brand]'s socks.

One landing page I think should be tested more is a founder's story page.

Those do well as ads, and I am sure it would crush for some brands.

I hope you got some inspiration for today's newsletter to try building some new landing pages.

If you are stuck with how to build them, reach out to Replo.

They have the best customer experience, will walk you through the builder, and even help build the pages for you.

Make sure to sleep a little extra and hug those closest to you a little more.

Keep creating! 

Matthew Gattozzi

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