This first section is what we call “above the fold” or “above the scroll.” It is the top part of the screen you see when you land on the page before you have to scroll down. This section is crucial to a great landing page.

You have about half a second to get your clients attention. Now some of that is design and some of that is copy.

TOP BANNER

You can see the very top banner calls out my target market. I am not trying to cater to everyone. I have a dream client in mind and the product is tailored for them. There is no point say an e-commerce client progressing any further … that’s not who the product is designed for.

This helps repel as well as attract the right audience for your offer.

You also see there is no navigation menu. There is no other option but to travel down the page.

You need to determine what the one action is that you want your prospect to take and make all your options steer your prospect to that action.

HEADLINE

Your headline needs to act as a hook. Your dream client will not read any further if you don’t catch their attention right here.

Brand New! No-one wants tired outdated information. It is important to clearly give a reason as to why they should get this information. What makes your offer stand out from all the others.

The headline quickly tells the client what they are looking at.

VIDEO TESTIMONIAL

People will quickly want to be reassured that this works. In this instance we have used a video testimonial reel but further down the page we use written testimonials. People absorb information in different ways.

Now if you are new to your affiliate offer you may not have your own testimonials, but hopefully your affiliate partner will have something you can use.

You can also put an overview video of the product or service above the scroll instead. That way if people are short on time they can get all the information immediately and make the purchase without scrolling.

An image will work here also, if you don’t have or can’t produce a video.

COLLECT THE EMAIL

The opt-in form must be above the scroll. This is always in the first section of your page and is where every button on the page will direct people back too.

A lead magnet is only valuable if it collects an email. This is what your client is exchanging in return for either your paid or free offer.

You will need some sort of autoresponder attached to your page to collect the emails and send out automated email sequences. Depending on what you use you can have a different set of emails set up to go out depending on how far through the funnel your client progresses.

With this one once they opt-in if they do not proceed with the purchase we have an abandoned cart email sequence. If they do purchase they receive a different set of emails.

Thinking longer term once they have been through the initial email sequence for the product/offer they are automatically transfered to a general list which you can use over time to keep in touch, provide value and offers for as long as they remain on your list.

PRICE

If you are going to charge for your lead magnet you should state this upfront. Don’t be spammy and try to trick your client into thinking it is a free offer and then hit them with a price on the second page. Doesn't work EVER!

Remember we are working on building a relationship with this person. You want them to trust you and be happy to see your emails for a long time to come.

If you provide massive value to your dream client they will love doing business with you … now that’s a win:win.