How to Create a Landing Page for Your First Digital Product

5 foundational elements, how to communicate benefits, landing page tools, and MORE!

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In the last post, we covered building your first digital product.

Today, we’re creating your product’s landing page, AKA the place on the internet that your prospective customers will discover, review, and purchase your product.

Unlike a website that acts as a catch-all for your services, company background, contact info, and blog, a landing page has one job: convert leads.

In today’s post, I’ve researched and curated everything you’ll need to create a successful landing page for your product.

We’ll break down the following:

  • 5 foundational landing page elements

  • Communicating benefits (instead of features)

  • Tools to create your landing page

  • Best practices to follow

  • Tips for outsourcing (if you choose to)

And if you just joined Passive Profits or someone forwarded this to you, this post is part of the following 4-part series called, Your First Product:

🚀 Ready to create your landing page? Let’s do it.

Before we jump in, do me a favor?

You know that voice rattling around your head telling you, “You can’t build a landing page… you’re not a designer or marketer!”

Go ahead and leave the imposter syndrome at the door. You can totally do this. Take it from someone who’s entirely self-taught.

And by the end of this post, you’ll see you’re more than qualified to create an effective landing page.

Landing pages 101

Let's break down the 5 key elements of your successful landing page.

1. Captivating headline: Your headline is the first thing visitors see — your elevator pitch. It needs to immediately convey what your digital product is about, in as clear a way as possible. Keep it concise and compelling, highlighting the primary benefit your product offers — the dream outcome.

Take for example Unbounce, a platform for building landing pages. It just so happens they have a kick-ass landing page. (Well, shit… they better!)

Unbounce Landing Page - Passive Profits

Take notice of their use of digits: “#1” and “15,000”

Our brains love numbers because they’re shortcuts to reading. By including numerals, you make it easy for your visitor to scan and translate the suggested value.

2. Engaging visuals: A picture is worth a thousand words, right? Use high-quality images, videos, or graphics that showcase your product in action.

More than understand, visuals help visitors experience your product's value. The right visual will suggest how they’ll feel by using your product. That’s a power move in convincing them to take the next step.

I love how meditation app, Calm, uses beautiful imagery of a peaceful mountain and lake scene. I haven’t read a single word of copy and I already feel more relaxed!

Calm App - Passive Profits

I also really like how Podia uses that lovely, upward curving line every business owner dreams of. They combine it with 4 simple stages — Start, Build, Grow, Scale — to suggest that Podia will help you earn and grow your online business.

Podia - Passive Profits

There are a couple options to find or create your images:

  • Pexels and Pixabay offer a wide selection of images taken by pros

  • Dreamstudio uses AI to generate custom images, though I’ll warn you, it takes a bit of practice

3. Compelling copy: Your copy should elaborate on the promise made in your headline. Use persuasive language to explain how your product can solve a specific problem or fulfill a need. If there’s one thing your prospective customers know about, it’s their thorny problems.

Highlight the benefits and features that set your digital product apart.

Airbnb absolutely nailed it by showing you the money (more numbers) that you can earn by listing your property with them.

But they didn’t stop there. Check out the visual they used 👆🏼

It’s a map of my location that shows other properties for sale around me. This even sparks a little FOMO that nearby property owners are already earning through Airbnb. A crafty tactic that also delivers something else: social proof.

4. Social proof: People tend to trust what others say about your product more than what you say about it.

Include testimonials, case studies, or reviews from satisfied customers to build trust and credibility.

For example, with over 17k raving fans of his LinkedIn OS product, Justin Welsh is a master of putting social proof front-and-center.

Justin Welsh LinkedIn OS - Passive Profits

To make it easy for your customers to leave testimonials, here are a couple services that capture testimonials you can embed on your landing page:

Influencer testimonials?

Paying influential people (celebrities, athletes, and domain-specific thought leaders) to endorse your product is like an affluent cousin of customer testimonials.

It has its perks. But I recommend not pulling this lever until you (1) have product-market fit, and (2) have legit customer testimonials. Your customers will be just fine with verified testimonials from people just like them.

Whatever you do, do NOT pay testimonial actors to record fake testimonials. It’s slimy and gross and will come back to bite you in the ass.

5. Clear call-to-action (CTA): Your CTA is a crucial element. It tells visitors what to do next — whether it's signing up for a free trial, making a purchase, or downloading a resource.

A strong CTA stands out visually and uses persuasive language.

Consider using action-oriented phrases that suggest urgency, like: "Get Started for Free" or "Try It Today".

For my Problem Framing Toolkit, I combined action and commitment with the CTA, “I want this!” It’s bold and binary. Visitors will decide right then and there if they’re ready to move forward. Just be careful with the exclamation marks.

New Haircut Problem Framing Toolkit - Passive Profits

For products where I’m trying to convey simplicity of access and use, I avoid phrases like “Learn More,” “Explore,” or “Discover.” They suggest an additional commitment of time. And for leads who are leaning in, they’ll feel like you put a moat between them and your product.

That wraps up the 5 foundational elements of your landing page. Let’s move next into what and how you communicate your product’s capabilities.

Benefits > features

While it's important to mention the features of your digital product, you’ll want to emphasize the benefits.

Show your customer the problems your product solves and the results they’ll achieve. Describe their dream outcomes — how your product will improve their lives across one or more of these 3 foundational categories:

  1. Improved health

  2. Improved wealth

  3. Improved relationships

In the end, when you focus on benefits, you demonstrate the value your product delivers.

Speaking of value, I love Alex Hormozi’s value formula:

Alex Hormozi Value Equation - Passive Profits

Alex Hormozi’s value formula

In other words, show your prospective customers how your product delivers their dream outcome with a high degree of likelihood but with minimal time and sacrifice required. Communicating value across these 4 dimensions packs a real punch.

Tools to build landing page

So we’ve covered the elements of your landing page and how to communicate value. Now it’s time to review the tools at your disposal for building your landing page.

Creator platforms

If you’re using an online creator platform like Podia, Teachable, Thinkific, Kajabi, or Gumroad, they all come with their own website builders.

In an upcoming post, I’ll provide a deep dive on the major platforms so you can pick the one that’s best for you.

Some platforms offer templates, which are a great starting point (versus the dreaded blank page).

ConvertKit Landing Page Templates - Passive Profits

While these platforms come with an entire suite of creator tools that will house your product, marketing, and sales under one roof, you may also opt for a separate landing page builder.

Here are my top choices for you to consider:

  • Carrd: Fast, easy page-builder with loads of templates to start from

  • Unbounce: More advanced features such as popups and AI tools

  • Instapage: Like Unbounce, plus experimentation (A/B) tools

In a future post, I’ll teach you simple A/B Testing tools and tactics to improve your landing page conversions.

Carrd landing page builder

It’s worth mentioning that any modern platform like those above will offer fully-responsive pages out of the box; i.e. pages that look good across all devices.

Icons, too

Icons have a way of professionalizing your landing page. They visualize your words and phrases, while also helping to break up large blocks of text.

There are a few helpful resources you can use to find and tweak icons based on your needs, without the help of a pro designer:

Icons and photos from The Noun Project

Now that we’ve covered tools, let’s talk through a few best practices to follow.

Best practices

Here’s a few things I’ve learned (the hard way) that you should keep in mind.

1/ Remove exit links. You drove your customer to the landing page for one specific action. Don’t give them options to meander to other pages and content. They’ll take you up on it and your conversions will drop.

2/ Don’t overcomplicate things. For your first digital product, avoid long-form pages; multiple pages; and in most cases, adding your product within an existing website (more on that below).

Combining points 1 and 2, let’s look at the extreme case of the ChatGPT landing page — a simple, non-scrollable page without any navigation / links:

ChatGPT - Passive Profits

ChatGPT’s landing page

3/ Landing page vs website page. If you have an existing business website and your new product is related or serves as a lead magnet for a higher ticket service, it could make sense to embed your landing page within your website <> or as a sub-domain <>. This approach will also enable your product to benefit from and contribute to your existing brand rep and SEO.

This approach can also complicate things. For example, it may force changes to navigation, flow between pages, and your content within those other pages.

You may also need custom development to strip out navigation of your landing page so your visitors don’t drift, like we talked about above.

Finally, if your product is unrelated to your core business or serves a different market, keep your new product separate by building a standalone landing page.

Prefer to outsource your landing page?

I hope that this post has given you some assurance and actionable resources you’ll use to build your landing page. That said, you’ve still got a business to run.

If organizing and building the product itself is all you can take on, there are many (affordable) professionals you can hire to design your landing page.

The best place to start is your network. Ask peers, whose landing pages you like, for recommendations. Ask friends and family, especially those who work in design and marketing to refer you to trusted individuals or micro agencies (<10 employees) — please don’t pay a digital agency 5+ figures. That’s a decision for later, when you have revenue from the product to justify the investment.

Alternatively, you can source a designer through a talent marketplace. Upwork is one choice, with lots of options for searching and reviewing available designers.

Upwork - Passive Profits

Using Upwork to search for a landing page designer

Alternatively, creator platforms like Podia and Teachable have vetted pros they recommend.

Outsourcing tips

Outsourcing is never a set it and forget it activity. You’ve still got work to do, and there are plenty of pitfalls if you skimp or do it wrong. Let me help you avoid the most common ones:

1/ Don’t outsource the first copy draft — to another human or AI. Not only do you best know your customer’s pain points, but you also know the words they use.

Own the first draft. A good designer or copywriter will iterate from there to punch it up. But more so, learning to be a better copywriter is a skill you’ll leverage over and over again.

Use Copyblogger and Ship30for30 to get better at writing. Not just landing pages — emails, newsletters, sales copy, social posts, ads, too.

2/ Force yourself to create a simple wireframe. A good designer will be able to do this for you. But when you force yourself to lay things out, you’ll find gaps. You’ll also gain additional clarity to your vision, product, and problems you’re solving — a much stronger foundation for your designer to build upon.

Use the examples above. Find more inspiration by Googling “landing page examples.”

Use Balsamiq, a dead-simple tool to lay out your page content.

3/ Create a brief. A project brief lays out what you’re looking for. Include the following:

  • What you and your company are about

  • The problems your product solves, and for who

  • Links to your wireframes

  • Examples of pages your like

  • Your timeline — it’s important to have one, for you and your designer

Once you’ve written that all up, record a Loom video and talk it out. This process will not only help you refine your brief, but you’ll catch more gaps in your thinking. It also helps your designer pick up on nuances that a written-only brief lacks.

Bonus tip: Recording a video additionally tests your designer’s ability to understand and speak in your native language. Struggling to communicate is not an additional burden you want to bare.

Leave some follow-up questions in your video and ask them to record a short video response, which they can do directly in Loom.

4/ Agree to a fixed price. Set your initial budget and allow your designer to tell you what they can do. In the US, a decent, starting landing page will cost $500 - $1,000.

Try to avoid hourly contracts, which often introduce time and budget creep.

Wrapping up

In today’s post, we've explored the key elements of a successful landing page:

  1. Captivating Headline: Your headline should be clear and compelling, immediately conveying your product's primary benefit.

  2. Engaging Visuals: High-quality visuals, such as images and videos, are essential to help visitors experience your product's value.

  3. Compelling Copy: Persuasive language should elaborate on your product's promise and highlight what sets it apart.

  4. Social Proof: Testimonials and reviews from satisfied customers help build trust and credibility.

  5. Clear Call-to-Action (CTA): A strong CTA guides visitors with persuasive language, using action-oriented phrases.

Remember to focus on benefits over features. Use Alex Hormozi's value equation and choose the right tools, including responsive design and icons. Adhere to best practices like removing exit links keeping things simple.

If you prefer outsourcing, create a detailed project brief and agree on a fixed price.

These tips will help you create an effective landing page that communicates your product's value and drives conversions.

And now that you’ve got your landing page playbook, the next and final stop within the Your First Product Series is launching; AKA making your product available for the world to find and buy. Shit’s about to get real!

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👋🏼 Hello to Marie P, Mark S, Alin C, and 6 more founders who joined Passive Profits this week. Welcome!

Jay Melone
Creator-Founder @
Passive Profits

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