Landing page in four moves

How to make the landing page do its one job.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 47 to 128.

Create a concept
Choose what the buyer wants to score: ready for, type of, improve, reduce, how good, or test your knowledge.
Select a template
Start from a template and edit text, images and colours without overthinking.
Improve the page
Add clarity (benefits, time to complete, bonuses), credibility (experience, awards) and connection (smiling photos, results imagery).
Start the quiz
Put a big call-to-action button at top and bottom and measure conversion.

From chapter: PART TWO SETTING UP A SCORECARD, pp. 47–128

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