To give away for free. Perhaps you d like to use your ebook as an incentive for people to sign up for your mailing list called a lead magnet . Or maybe you want to use it to showcase your expertise or establish your authority on a subject. Maybe you would just like to enrich the lives of others, no strings attached. All are great reasons to offer it for free. To be published. It used to be that traditional publishing was thought to be the only legitimate way to get published, but that s no longer the case. If you long to be an author and don t want to go through the long process and uncertainty of traditional publishing, self-publishing is great. Read Why I Turned Down a Book Deal for more. To get your feet wet in the digital book market. It s a lot of work. Even though it s not particularly complicated, writing and publishing an ebook does take work. A lot of work. Writing is the easy part. Marketing is the hard part. You must have a solid, trustworthy platform from which to launch your ebook. Prepare to spend a lot of time marketing your ebook after you re done writing it. Don t neglect your platform. Don t drop everything to write an ebook. Spend 10-20 of your time working on your ebook. Spend the other 80-90 of your time building your platform a blog is a good way to do that . A platform will make selling your ebook incredibly easier since people will know who you are. By the way, if you have hopes of becoming published, your platform is key. You re unlikely to find a traditional publisher who will sign you if you don t have a platform. Connections with people drive ebook sales. Before you finish your ebook, develop genuine online relationships with others through social media, commenting and other not-spammy ways of reaching out to strangers. When it comes time to sell your ebook, these are the people who are most likely to help you spread the word. Be strategic about the topic of your ebook. This is not a write whatever and they will come sort of endeavor. A little research is helpful, as is some serious thought. This guide covers nonfiction writing although fiction writers are sure to gain a solid understanding of the process as well. I don t have any personal experience with fiction, but I would recommend you check out this post by Michael Hyatt. For a non-fiction ebook, choose to do one or more of the following . P Solve a Problem. How to topics are excellent choices for ebooks. Find a hole and fill it. The hole you find doesn t have to be huge, it just has to be common to a decent-sized group of people. F Address a Fear. Most of us have fears and we do our best to avoid them. Our fears range from What are people going to think of me. to What if my spouse gets cancer. to What if we run out of money. to What if I die. to What if my children turn out to be tyrants. and on and on. If you can come up with a topic that addresses a common fear and offers a way to relieve that fear, you just might have a winner of a topic. C Satisfy a Curiosity. People wonder about stuff. This is why celebrity gossip is so popular and why reality shows are captivating for many. What s it like to live in a family of 19. How does so-and-so run his business successfully. Who s going to be wearing what at the Oscars. You get the picture. The bottom line is, we are intrigued by information that s not readily available. If you have an inside peek into something the masses might like to know and are free to share that information , it might be a good ebook topic. In Tell Your Time. I tried to tackle both the P and the F. I address the fear of living a lackluster life with the how of managing your time in a simple, straightforward 4-step way. Choose a topic you re passionate about. Once your ebook is launched, people are likely to ask questions about your topic. If you re writing to make a quick buck but know nothing about the subject, things will fizzle when you can t answer their questions. Or, you ll be frustrated having to answer questions about something you could care less about. Choose a topic you re good at. Do others ask your advice about a particular topic. What do you do that people marvel at. What are the questions you get most often. We re all an expert at something. For me, I enjoy organizing and most of all, efficiency. So an ebook on time management wasn t a stretch at all. I also had already gotten positive feedback on the information so it made me confident others might find it helpful as well. Choose a topic with substance. I read once that an ebook should be at least 25 pages long. That seems reasonable to me. If your topic can be sufficiently described in less than 25 pages, write a blog post, a blog series or a guest post. I m dancing on the line of this one with Tell Your Time coming in at about 28 pages. However, this was somewhat purposeful in that I was deliberately trying to keep it succinct to align with my Unique Selling Proposition USP which is a book on time management that isn t time consuming. Choose a topic that fits with your established online identity. If people know you as the woman who is an expert knitter, your ebook will be easier to sell if it has something to do with knitting. If however, everyone knows you as the expert knitter but you write an ebook about investing in the stock market, it s going to be a harder sell. Exceptions to this rule . You want to break into the investing in the stock market niche and you re going to use your ebook as a way to do that. For some reason maybe you mentioned it inadvertently in a blog post at one point , you have gotten a BOATLOAD of questions about investing in the stock market and since it doesn t really fit into your regular knitting blog, you decide to write an ebook about it so you don t have to keep answering all the questions individually. Expand on something you ve already done. Is there a topic or series about which you get a lot of questions and an ebook would give you the space to dive deeper. Expand on something the internet is talking about. Is there a hot topic you re seeing online or in your niche or social media circles. Do you have the expertise to address it in a thoughtful way. Or, check the bestseller lists on Amazon for ideas. How can you branch out and offer your own angle. Thanks to Mandi Ehman for this tip. Think about your target audience. The ability to put yourself in your potential reader s shoes will make writing much easier and your finished product much better. Who will want to read it. When it s done, who will you market your ebook to. What do they want to know. What questions do you get from them repeatedly. What are they asking about your topic. Is there enough of them. You don t have to appeal to everyone on earth. However, if you d like to write an ebook about ancient Mongolian tribal burial rituals, it d be good to know if there are a whole lot of people who share your interest before you dive in. Will they find it. Do they spend time online. Will they know how to access it. For example, ebooks targeting older populations are going to be trickier to sell than those targeting the 18-24 crowd simply because the older crowd not all though. are less internet savvy. Will they pay for it. Create something others can t easily get for free. Most of the information we come across really isn t anything new, just packaged differently there s nothing new under the sun . So, it s doubtful any of us will ever come up with a completely and totally novel idea. Still, make sure your ebook is unique enough that someone isn t able to find it for free elsewhere in near-identical form. And if your ebook content could be found elsewhere, have a solid Unique Selling Proposition USP . That is, make sure before you get started that you have good reason why someone should shell out cash for your product and not just get the information for free from the other guy. In my case, time management books and blogs abound. One thing I ve noticed about them though, is that many are heavy on theory, overwhelming and ironically time consuming. In response, I made Tell Your Time short and to the point. I also came up with the tagline What if you could change your life in less than 30 pages. I wanted people to see that it was different right off the bat. In my post My Top Writing Tips. I share practical tips to get the words flowing, but here are some tips for ebooks specifically. Use the right writing software. Use the right brainstorming and outlining tools. Use a mind map to get your ideas on paper. Use Pat Flynn s sticky note method to brainstorm. If you re more of an linear thinker, use a tool like WorkFlowy to pound out an outline. Use one spot to capture all your ideas and research. When you re in the process of writing your ebook, chances are you ll spend a fair amount of your time thinking about it. Many times, your ideas won t come when you re actually sitting at your computer writing, but in the car, in the shower, at 2 am or while standing in line at the post office. Designate one spot to be your capture spot and stick with it. Many people use Evernote. This way, when you sit down to write, you ll know exactly where to find all your brilliant ideas. If you don t have one spot for such a purpose, you ll either have miscellaneous and extraneous pieces of paper here and there and everywhere, or you ll just plain forget all the great stuff that was about to make you millions. That would be sad. Block out scheduled writing time. I don t recommend squeezing writing an ebook into the cracks and crevices of your life. Unless you re a master at project planning and follow through, dedicate a chunk of time every day or several times a week to your ebook project. If there are days you have more time to spend on it, excellent. If not, at least you ll see steady progress, even if it s only 15 minutes at a time. Once this ebook is done, you can keep that chunk of time in your schedule to start on your next ebook or project, ever increasing your income streams. In my case, there were days and sometimes weeks when I didn t touch my ebook. It was discouraging and a bit defeating. It also caused undue stress toward the end of the project when there was a deadline looming and I had to make up for lost time. Keep track of your time. I did not keep track of how much time I spent working on my ebook. Because I like to know which of my income streams are generating the most money based on an hourly rate. I wish I had kept track of my time so I could determine whether or not it has paid off and if it s worth it to write another one. Eliminate distractions. When it s time to write, do nothing else. Turn everything off knowing you ll be able to get to those things as soon as our writing window is over. If noise bothers you, make sure your writing window happens when there s little of it. Otherwise, put in ear plugs or ear buds. If you need to clean up around your writing spot first, do that too. I m amazed at how significantly more productive I am when my writing surface is clear of stuff. Save, save, save and in multiple places. Before you begin, create a spot on your computer in which to save all ebook-related material. Unless you are using software that automatically saves things for you, you ll be saving every 2 minutes. There s nothin like spending forever writing something only to lose it because it wasn t saved. I also recommend you set up an alternate place to save your work, preferably not on your computer. Dropbox is a free cloud storage solution. Another suggestion is to copy and paste your draft into an email and send it to yourself. If you re using Gmail, just archive it and you ll always have a copy not on your computer too. Pretend you re your target. The ability to see things from the perspective of your reader is key. Sometimes we know a topic so well we forget that others may be seeing it for the first time. Do some serious thinking about who your target market is. Define them. Picture them in your brain. Anticipate their questions. Pretend you are them and think about what would most connect with you. Then, write that. Pick a ship date and hook. Once you start writing and get into a rhythm, you ll likely be able to estimate how long this thing will take you to complete. Pull out a calendar. Determine a ship date. In other words, what day will you launch your ebook. The reason I suggest you pull out your calendar is to make your launch date coincide with calendar events on which you can hook your launch. For example, you may remember me saying I originally had my launch date set for July. The reason I chose that date was because July is when things start ramping up for back-to-school sales and events. It s a time of year when people are in the mood to get their schedules in order. Therefore, I had a hook for selling an ebook about time management. Lots of people i. potential affiliates are writing about back-to-school things in July and August, so they would be more likely convinced to promote my time management ebook at the same time too. In my case, July came and went, so I had to think of Plan B. The next logical time of year when people are thinking about time management is the new year. That would have been fine, but I launched in late October instead. Doing so had several advantages . One message I used for promotion was Get your schedule under control before the holiday craziness hits. Enjoy the holidays this year, eliminate stress and get a head start on the New Year. It allowed me to take advantage of the Black Friday Cyber Monday weekend which was a huge selling weekend for me. Everyone s looking for a sale that time of year, so I discounted the ebook and pushed 1 above. I was able to promote it to a captive audience of potential affiliates at a blogging conference along with the huge help of Crystal from MoneySavingMom. I still had another sale the first week of the new year. The benefit was that plenty of people had read the book by now so I had testimonials to bolster my sales pitch. We ll talk more about selling and promoting later, but my point here is to set a ship date. Give yourself enough time to get the ebook written, prepared for launch and launched, but challenge yourself to get the thing done in a timely manner as well. Setting a ship date gives you something to work towards instead of just letting the project drag on indefinitely. Related If you have a completed manuscript and want to know what to do next, I highly recommend Mark Dawson s Self Publishing 101 course. Sign up here to get more info and to be notified when it opens again. If you re the type that tends to be wordy, eliminate everything that doesn t contribute to the main idea of your ebook. Ebooks are often read on computer screens or other digital devices, many of which are not ideal for reading. So, if you can get your information across in a more concise way, do it. If you re the type that tends to be lacking in words, make sure the vital parts of your ebook are sufficiently explained. If a reader has a question about your ebook, they will have to go out of their way to contact you for clarification unlike the ability to easily post a comment in response to a blog post, for example . Make it clear so they aren t frustrated. Ask people close to you you know, the ones who will tell you the truth and love you no matter what if they will read your material and give feedback. I don t recommend approaching fellow bloggers or other business or networking acquaintances for feedback at this stage. More explanation on that to come. Take special note of any clarification questions they ask or confusion they express; these are the areas you ll definitely want to go back and modify. Then, take your loved one out for lunch as a thank you. Just a suggestion. Strive for excellence, not perfection. Having just told you to edit until you re blue in the face practically , don t get stuck trying to make it just so. Do your best but accept that it ll never be perfect. You still want to make your ship date, remember. Choose a great title. In my opinion, now is a good time to choose a title. Here are a few reasons why . Editing makes the content of your ebook fresh in your mind. Reading it from start to finish provides a perspective you didn t have when you were in the thick of writing. Now that your content is mostly finalized, you might realize that over the course of writing, you took some twists and turns you didn t anticipate. If you chose a title at the beginning, review it to make sure it accurately represents what your final copy communicates. If others are reading editing your ebook for you, take the opportunity to toss around title ideas with them too. The ideal title plus an alternative . The ideal title is one that encapsulates the main idea of your ebook in just a few words. Unfortunately, it s not always easy to come up with such a title. In that case, find a catchy title and then create a subtitle which provides further explanation. In any case, a potential reader should have a good idea of what your ebook is about simply by reading the title. Choose a title with an available domain name. Other than choosing a title that actually fits the content of your ebook, if possible, choose a title with an available domain name. Then, register that domain. This is likely to make choosing a title a bit tricky, so take some time in doing so. You ll have to weigh all the possibilities and perhaps spend a fair amount of time searching. But if you can snag the domain name of your ebook title, it s a major bonus when it comes to marketing and promotion. If you can t find an available domain name, you may need to get creative. For example, if your ebook title is already taken, you might decide to tack on book or ebook to the end. Check out my post How to Choose a Domain Name for more ideas. Once you re satisfied with the content of your ebook you ll need to format it so it looks good on a page. The following tips are for PDF formatting. If you want to format your ebook for Kindle and Nook, I highly recommend checking out the file formatting guidelines at Amazon and the Kindle Direct Publishing Help and Nook FAQ Support Resources Page Nook . Choose a page size. I recommend formatting it to fit a standard page size 8 1 2 by 11 inches here in the States . This will make it easier for you to set it up and for your readers to print if they do . You can choose either a portrait or landscape setup. However, if you go with landscape, I suggest you break up your text into at least two or three columns across the page to make reading easier. Use generous margins. I think a 1-inch margin all the way around is a safe bet. Not only does this make reading easier, it also eliminates the problem some printers have which is to cut off a larger portion at the bottom portrait or on one side landscape when smaller margins are specified. Whitespace is your friend. Whitespace refers to the parts of the page which are empty and not filled with text or other content. Large margins create whitespace, as does a wider-than-normal line height like 1. 5 , a larger font I used 14 , bullets, lists etc. You want reading to be effortless and whitespace is a key factor in making that happen. Decide if you re going to get fancy. If you re so inclined, you might consider inserting captions, pull-quotes highlighting special portions of your text in a larger font or box somewhere on the page call outs like labels for illustrations; similar to captions for images , etc. You can find examples of how these look here. It ll be more work, but done right, it could add a nice touch to your finished product. On the flip side, it might cause formatting issues, so I d recommend checking on several digital devices to see how it renders before you make it a definite go. Clean, simple and uniform formatting is best. Don t go crazy with a wide array of font sizes, colors, underlining, etc. If a reader turns a page and thinks, Wow, that heading is large, or Bright font color. you ve gone too far. A reader s attention should be on your content, not your formatting. Only format enough to make your ebook more easily readable. Pay special attention to images. If you re using images, make sure they are well done and proportioned correctly so they aren t skewed. If you re not a photographer yourself, consider purchasing professional images from a site like Dollar Photo Club. If your photos are only average and you don t want to spend the money on professional ones, I think it s better to leave them out altogether. Low-quality images can diminish the perceived value of an ebook. Add a header footer. Use the footer option to insert page numbers done automatically as well as a link to your website. Read your word processor s Help section if you don t know how to insert page numbers. Include front matter and or back end matter. Copyright Information. This is something I did not pay a whole lot of attention to and will certainly update in future editons. Because I m a bad example, I ll send you over to Dave Taylor s site where he discusses this issue and gives you some examples. Table of Contents. This is just a good idea. Make it better by linking your Table of Contents to the actual sections in your ebook. About the Author. A bio at the end of your ebook gives you the chance to tell a little bit about yourself but more importantly, it gives you a natural opportunity to insert a call to action, such as inviting your reader to visit your website and sign up for your email list. Acknowledgements, End Notes, Bibliography, etc. If your ebook calls for any of these pages particularly credit to anyone quoted or referenced by all means, include them. However, keep in mind that they are likely only going to be glanced over. So, be accurate, but don t spend untold amounts of time getting them just so . If you are providing printables, they could be included within the body of the ebook or at the end. My recommendation is to put them where they fit naturally and cause the least amount of reading disruption. Require readers to sign up for your email list to download the printables. Get an ebook cover. Unless you are exceptionally talented, I highly recommend you get a professionally designed cover. The cover will set the tone for your whole ebook. If you get someone to design it for you, ask if they can also make matching banners and graphics. If you d like to find a designer, you have a ton of options. A few resources I have not used myself but have read good things about are oDesk and 99designs both allow you to find people you can outsource projects like this to. Please do your homework and be sure to read up on anyone you might work with, but an ebook cover might be a great and cheap way to test one of these services out. Save your document as a PDF. The software tools mentioned above will allow you to this easily. Check the links. One your ebook is saved in its final form, go through it and check all links to make sure they work. Print it out. Once you ve put everything together, be sure to print out your ebook to make sure it prints correctly and as you intended. Also, check it out on digital devices to make sure it renders properly. How much should you charge for your ebook. Maybe you shouldn t charge for it at all. For the most part, we re talking about selling your ebook here. However, don t overlook the benefits of giving your ebook away for free. In fact, for some, it might actually be a better move in the long-run. You might consider it if you . Have limited traffic. Limited traffic isn t always an indication you should give your ebook away, but if few people know who you are, it ll be hard to convince them to buy. Established trust counts for a lot so if you re just getting started online, a high-quality, useful ebook for free could be just what you need to establish that trust and make your mark. This is likely to benefit you going forward. You have a limited pool of potential affiliates. In my experience, affiliates drive sales. Promotion by affiliates is exponential and not limited to just the readers you have direct contact with. If you haven t had the chance to develop solid relationships with other bloggers, you might consider either a waiting to launch your ebook until you have a chance to network more or b give it away for free now and write another to sell later on. You aren t comfortable with marketing. If the thought of promoting or pushing your own product makes you nervous, giving it away for free relieves a lot of pressure. You also won t have to deal with the associated fees and customer service that a paid-for product requires. That s not to say you should release a subpar ebook. To the contrary, make it outstanding blow their socks off. It might be a great way to grab the attention of a lot of people and make a solid mark in your niche by creating an outstanding product and giving it away freely. What s a good price. Ah, the 64,000 question. This is something I pondered quite a bit before I launched Tell Your Time and a question I ve been asked a lot since. The fact is, I don t know what a good price for your ebook is since there are so many factors to consider. However, I ll tell you my thought process in the hopes that you can pull some pointers out and apply it to your own situation. Do research. The first thing I did was hunt for other ebooks similar to mine and took note of pricing. I looked at things like quality, page count, content etc. and tried to determine how my ebook might compare. I also visited blogs, not necessarily in my niche. but other blogs that my target readers might visit. I noted what types of ebooks or products were available and about how much they were selling for. This gave me a good idea of what my target audience is used to paying for online products, ebooks or otherwise. Get the opinion of others. Next, I started asking around. One of the places I asked was in a forum for experienced online entrepreneurs. I provided a link so they could download the ebook for free and then asked them what they thought I should charge. In the forum, a number of people told me the price point I was considering somewhere around 10 was way too low. In fact, someone suggested I should sell it for 47. Perceived value. To many consumers, a higher price often indicates higher value and buyers are willing to pay for something of high value. I really appreciated the feedback, but in the end, I knew there was no way I could successfully sell my little 30-page ebook for 47, nor did I want to. Think about your readers. If you have a blog, hopefully you have a good idea of what kinds of prices your readers are used to paying for things like your ebook. Are they high-end shoppers or bargain hunters. What can you reasonably expect they will respond to. Think about your affiliates. First, ask yourself who your affiliates will be or you hope will be . Next, ask yourself what they would be comfortable promoting. In my case, if the people I was going to reach out to to become affiliates were used to promoting products in the 50 range, I might have considered pricing my ebook at 47. But they re not. Something in the 10 range was far more appropriate. Think about what your target market is used to paying for similar ebooks. Affiliates aren t everything though. You must consider your product as well. If you are selling a highly-specialized or highly-sought-after product, maybe 50 is not only appropriate, but on the low side. For me, let s face it, there is no shortage of time management books and blogs. Anyone can pop onto Amazon or visit their local library or google time management and find all kinds of tips readily available. So, a price point of 47 was becoming more and more out of the question. Think about what you want to do in the future. Another reason I did not want to price my ebook higher than 10 is because I wanted to give myself the option to publish it as a real book somewhere down the line. A quick time management search on Amazon reveals that 10 is probably about average for similar books. Don t price too low. I m of the opinion that it s better to price a little high than a little low. 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The headline cites a well-known copywriter who s made millions of dollars writing direct mail campaigns for companies both big and small, and it offers the resource for just 1. This CTA button color pops on this page s background. This CTA is written in first person. The word Now in the CTA takes advantage of our desire for instant solutions to our problems. The image serves as a visual representation of the offer. What could be A B tested . The secondary CTA link just below the first one might confuse visitors. Which do they click to claim the offer. Why are there two right next to each other. A navigation menu gives prospects the opportunity to leave the page before converting. What they did well . The headline communicates a clear benefit, using statistics to make it even more compelling that generated 400,000. The CTA button color pops on this page s background. The CTA is written in first person. The image serves as a visual representation of the offer. A short form makes converting on this page easy. Company logos of big brands boost authority by aligning this company with trusted businesses. What could be A B tested . A hyperlinked logo allows prospects to escape this page before converting. What they did well . The headline and subheadline together promise a benefit to those who convert exclusive access to 180 blog post ideas sent directly to their inbox. The Yes Please CTA button uses a bright color to draw attention. A two-field form makes converting simple for prospects. What could be A B tested . The yellow text is difficult to read on the page s background. Labels within form fields have the potential to confuse and frustrate visitors, studies show. What they did well . The headline offers a valuable resource. The CTA button color draws prospect attention. All of the CTAs are written in first person. These CTAs capitalize on our desire to get something for nothing by using the word Free right in it. The image serves as a visual representation of the offer. More images give a sneak peek into the guide. Testimonials serve as social proof, adding credibility to the offer. What could be A B tested . The copy 1 bonus trick you can t miss is surrounded by a rectangle, making it look like a button even though it s not. Designs like this can confuse prospects into thinking that the page hasn t fully loaded or the button isn t working. Outbound links in Johnathan Dane s bio may drive traffic off the page. Angel Therapy and Hay House University. What they did well . Bulleted copy quickly communicates the benefits of the offer. The CTA capitalizes on our desire to get something for nothing by including the word Free. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. What could be A B tested . This CTA button color could be more attention-grabbing. A busy footer containing links to other web pages allows prospects to abandon the page before converting. The copy could be shortened, right now the page looks too copy-heavy. What they did well . The How To headline conveys a clear benefit. Numbered copy quickly conveys the benefits of downloading. This CTA button color contrasts the rest of the page well. The image serves as a visual representation of the offer. What could be A B tested . Social share buttons have been shown to perform better on thank you pages, after your converted leads have had a chance to read through your resource and decide whether it s worth sharing. Jason Swenk. What they did well . The How to headline conveys a clear benefit tied to a powerful statistic. Bulleted copy quickly communicates the benefits of converting. This CTA button color contrasts the rest of the page well. The CTA is written in first person. What could be A B tested . A logo linked to the homepage allows prospects to escape without converting. The text Where should I send your video seems unnecessary, the CTA button copy seems sufficient. What they did well . Badges from Google, Inc 500, and Yahoo align 180fusion with some powerful brands. Testimonials tout the benefits of working with this agency. Logos of big-name businesses boost authority by aligning the brand with some well-known companies. What could be A B tested . The busyness of this page draws prospects eyes every which way. With all the colorful and attention-grabbing elements, where should they look. A logo linked to the homepage allows prospects to escape without converting. What they did well . The question headline directly engages the reader. Logos of big-name businesses boost authority by aligning the brand with some well-known companies. This CTA button color contrasts the rest of the page well. Multiple CTAs work together to convert visitors. What could be A B tested . A logo linked to the homepage is a potential leak on this landing page. The autoplay video forces visitors to watch even if they don t want to. The navigation links in the footer have the potential to drive traffic away from this landing page. Kashurba Web Design. What they did well . The case study headline offers a step-by-step solution for landing High-Ticket Web Design Clients. Logos of big-name businesses boost authority by aligning the brand with some well-known companies. The CTA button color pops off the white background of the page well. The word Now in the CTA emphasizes the immediate benefit of pressing the button. What could be A B tested . A big block of fine print in the footer could make prospects question the validity of the offer. Fletcher Method. What they did well . The CTA button here is impossible to miss. The headline emphasizes that the solution is quick and easy. An image shows the prospects what they ll get when they convert. A privacy message lets visitors know that their information is 100 secure and that it won t be shared with any other business. What could be A B tested . All-caps makes the reader feel like they re being yelled at. It also screams salesy. You don t ever want to come across as salesy, even when you re selling. The headline is grammatically incorrect. What s supposed to be in quotations. If it s both the headline and the words Tech Overwhelm, then it should look like this, Use This New Template To Quickly Set Up an Automated Lead Generation Funnel With Zero Tech Overwhelm. But, why is the headline even in quotations anyway. The symbols on the CTA button are supposed to mean what, exactly. Are those arrows. Simply Measured. What they did well . The How to headline is a classic way of implying the reader will learn something from the offer. The CTA button color pops off the page. A minimalistic footer doesn t distract from the offer. What could be A B tested . A long form with many required fields makes this page intimidating to convert on. The CTA download could be updated to something far more compelling. What they did well . Bulleted copy quickly communicates the benefits of converting. Two cooperative CTAs work together to convince prospects to convert. Both CTAs are written in first person. The CTA button color pops on this page s background. The warning and countdown timer uses scarcity to boost conversions. What could be A B tested . Adding speaker bios could persuade visitors to sign up for the workshop. The social media links in the right-page column are unnecessary and take visitors away from the page. What they did well . A non-hyperlinked logo in the upper-left area keeps prospects from escaping through it to the homepage. A short form doesn t deter visitors from submitting their personal information. Bullet-pointed copy quickly conveys the benefits of converting. A bright, bold CTA button draws the attention of prospects. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. A minimalistic footer doesn t distract prospects from converting with links to other pages or social accounts. What could be A B tested . The headline is me focused but it should be more focused on the visitor and how the product solves their problem. All the copy on this page is egocentric What we are doing differently, why marketers should consider us. This page isn t about you, it s about your visitor. What they did well . The case study headline offers a clear benefit an in-depth look at how one man gets 30-50 consulting clients every month. The CTA button color pops on this page s background. The CTA button is big. which draws prospect s attention to it. The CTA is written in first person Reserve MY Seat instead of Reserve YOUR Seat. The word Now in the CTA conveys an immediate benefit that comes with clicking the button. What could be A B tested . Autoplay video has been shown to decrease conversions. If your visitors want to watch your video, they ll press the play button. What they did well . The headline communicates a clear benefit while offering a beginner-friendly offer. This CTA button color pops off the page, drawing prospect attention well. This CTA is written in first person. An arrow serves as a visual aid to guide the prospect s eyes to the CTA button. Testimonials from well-known figures strengthen the persuasiveness of this landing page. The word free emphasizes the no-cost nature of the offer. What could be A B tested . This busy footer gives prospects far too many ways to abandon the page. Online Marketing Classroom. What they did well . Bulleted copy quickly conveys the benefits of converting. An image shows the prospect what they ll get when they click the Download Now button. The headline offers a step-by-step method to generating traffic. What could be A B tested . A link to the contact page in the footer could be replaced with a phone number or email address to keep prospects on this page. Multiple font formats makes this page a little difficult to read. The headline is bolded red, a blue highlighted phrase, bold text within the bulleted copy, etc. Simplifying the format could eliminate friction and keep visitors on the page longer, encouraging them to convert. More Clients More Results. What they did well . The case study headline offers a clear benefit A step-by-step guide to generating clients. Copy next to the green checkmarks convey the benefits of watching the video. The CTA is written in first person. The CTA button color draws prospect attention. Screenshots show happy customers. What could be A B tested . A footer complete with a link to the homepage allows prospects to escape this landing page. What they did well . The headline communicates a clear benefit. Bulleted copy quickly communicates the benefits of the offer. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. What could be A B tested . The CTA button could be bigger and include personalized copy. The form is really long considering the offer is only one free chapter from the book. Are the fields Title, Role, and Phone necessary for this page. A busy, link-filled footer allows prospects to escape this page without converting. The Law Of Attraction World. What they did well . The CTA button color attracts prospect attention. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. The CTA uses the word Free and lets visitors know exactly where they need to click to claim the offer. What could be A B tested . The headline is sensationalized and not believable whatsoever. How to get anything you want. The background image makes it appear like the image is floating in space. What does the solar system have in common with the ebook. The Facebook like button provides an opportunity for visitors to leave the page before converting and never return. Coaching Soccer Tactics. What they did well . The headline presents a valuable resource. Bulleted copy quickly communicates the benefits of converting. The CTA button color attracts prospect attention. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. What could be A B tested . The headline is in quotations why. This CTA uses compelling words like Free and Instant Access, but without an action verb, it s not completely clear that the big yellow block is a pushable button. Adding a word like Get at the beginning of that, or a phrase like Push for would make things more obvious for the prospect. Midas Media. What they did well . The unorthodox headline grabs the reader s attention. Bulleted copy quickly communicates the benefits of the offer. The CTA button color attracts prospects eyes. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. What could be A B tested . The form fields could be rearranged to add to the visual hierarchy of the page and center the CTA button. What they did well . The headline offers up a valuable resource, and uses the word Free. Bulleted copy quickly communicates the benefits of converting. This CTA is written in first person. The image serves as a visual representation of the offer, showing visitors what they ll get after converting. A short form makes converting on this page easy. What could be A B tested . The social media links allow the visitor to exit the page which is never good for conversions. Membership Site Masters. What they did well . A non-clickable logo keeps visitors focused on converting. The phone number in the upper-right of the page gives people a way to contact the business without leaving the page. The offer is an ultimate list, with 114 niche ideas. A list of 20 is good. A list of 50 is better. 114 sounds even more valuable to the reader. The question Looking for a membership site niche idea. directly addresses the reader. Bulleted copy stresses the benefits of converting. Multiple CTA buttons work together to convert the prospect. Text on the form lets people know where the link is going, and how long it should take for it to get there. The CTA button under the form is written in first-person. The two-field form makes converting a breeze for visitors. What could be A B tested . A link in the footer drives prospects to the site s homepage. The phone number is not click-to-call, which makes contacting the company more difficult than it needs to be. The exit pop-up is the same offer as the landing page offer. If someone was abandoning your page because they decided they didn t want to claim your offer, why would you offer them the same exact content as a last-ditch attempt at getting their email address. Social Scaling Formula. What they did well . The question headline engages the reader. The copy promises to reveal a secret. This CTA button color contrasts the rest of the page well. The call-to-action is written in first person. What could be A B tested . The blurred image looks unnecessary. Instead of giving space to an image that doesn t really show visitors anything it would ve been much better if they added more copy and wrote more about their targeting framework. What they did well . The headline conveys a strong benefit, and uses the word Free. Bulleted copy emphasizes the quick and easy benefits of claiming the offer. The CTA button color pops on the form background. This explainer video quickly describes the service in plain language. The CTA capitalizes on our inherent desire to get something for nothing by using the word Free. Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer. What could be A B tested . The first line of copy talks about a recent news report , but doesn t mention the date so visitors don t know how recent it is. Sure, there s a link at the bottom of the form, but it would be better if they clarified things and added a date. Reset Warrior. The CTA button is easy to spot. A three-field form makes converting easy. The headline emphasizes the free offer. What could be A B tested . The all-caps headline and CTA read like they re yelling at the prospect. This page is simple. What s in the book. Why should we download it. This video isn t too long, but it s also not too interesting either. Two minutes of writing. That totally defeats the purpose of creating a video. A link to the author s Facebook page drives prospects away before they have a chance to convert. How do your landing pages measure up. Did you make any of the mistakes the brands above did. How do your landing pages look in comparison. Let us know in the comments, then use what you ve learned to create an optimized, high-converting landing page with Instapage, the designer-friendly platform. Sign Up for a 14-day Free Trial Maximize your ad spend while significantly lowering your cost of customer acquisition. Get Started. 3 Things you Should Know About Landing Page Optimization. They can be incredibly useful for lead generation and increasing conversions for your website, but so many people fail to understand the small details that can lead to major results for your business overall. In this article, I ll cover four simple things you should be doing with your landing pages in order to optimize them for better conversions. I will be covering . Effective Copywriting Techniques Ease of Navigation Calls to Action. If you can take the time to improve just these three things, you will see an incredible bump in your overall conversions. 1 Effective Copywriting Techniques. Let s start by taking a look at a good landing page and a bad landing page. Here is an example of a landing page by Unbounce for an eBook on Attention-Driven Design. For this example, we are only going to focus on the copy for this page. The title is large and demands your attention right off the bat. Furthermore it tells you exactly what the ebook is about. You know that upon reading this guide, you will have learned exactly 23 principles for creating a more persuasive landing page. What s great about this is that it follows this particular headline formula X Little Known Factors That Could Affect Your Why is this formula good. Because it immediately tells the reader what the value proposition of the eBook is. The subtitle under the main header reads, Your Guide to Eliminating Distraction and Getting the Conversions you Deserve . Notice how the copy is not made-up of complicated jargon. It s specific and speaks directly to the reader. The primary value proposition is once again highlighted and inspires the reader to continue down the page. We are brought to the left-hand side which states, What s in the Ebook . The description actually tells the audience exactly what they are getting. It addresses a specific pain-point; that people don t have really long attention spans. Then it tells you exactly how long the ebook is, so the reader can estimate whether or not it is something they will have time to read. THEN, it outlines the exact concepts that will be covered in the ebook so that the reader can once again determine if the content is a fit for them. There is very little mystery, and the language is not vague. Instead, it s direct and tells the site-visitor exactly what they are getting. In the next example, which is the not-so-great example for effective landing page copy, we have the SAP landing page. Right off the bat the page is jam-packed with words. So many words. Where do you even start. Let s take a look at this header. Revolutionize marketing for a new breed of customer. Upon reading that title text, can you comfortably tell me what this page is about, or what SAP even does. Is it a service. Is it content. The problem with this headline is that it is extremely vague and not directed to a specific user persona. The image in the background also fails to reveal anything about the product. Now if we move on down to the first line underneath the image, we see that it says . As customers become more and more well informed, marketers are losing their influence. First of all, is this an accurate statement. What are customers and which customers specifically for that matter becoming more informed about specifically. Why is this impacting marketers. It s very difficult to identify emotionally with the copy on this page and make a decision to call SAP. We also don t know who SAP is trying to target with this landing page. Following the above information, is a long list of content and calls to action, none of which stand out above the rest. As a result, it is very unlikely that anyone will click on the content unless they know exactly what they are looking for. But in terms of acquiring new leads and transforming those leads into customers, this page does not demand attention like the Unbounce landing page that has one specific purpose and request. 2 Ease of Navigation. Simply stated, the user-journey should be as straight-forward as possible. You should have a very clear goal of what you want your lead, or visitor to do when they arrive on your landing page or homepage. The first thing to keep in mind is to avoid overwhelming your visitor with too many options. Instead, draw out a clear path of what you want specific user personas to do. Vidyard s homepage is an example of great navigation. Here is the homepage. When you hover over the Solutions tab, you get this drop down . This offers a very clear path for different users. If I m a marketer and I land on this page, I know to click on the tab that says Learn More under Marketing . When I do this, I m taken to the next stage in the funnel . Turn viewers into customers. As a marketer that is exactly what I want to do. I want to increase conversions using video. As you scroll down the page, the content gets even more specific, outlining how video will benefit a marketer with different goals such as demand generation, marketing communications, video production, event planning or leadership. Vidyard does a great job of providing a user experience that offers tons of value to the visitor. By the end of the journey, you can t help but consider video production as an incredibly useful tool to help you with your job. Navigation should be seamless and specific. It should direct your visitor to one primary call to action. Have just one. Pick one thing you want your site visitor to do, and make that their only option. Here is another example from Venngage . There is one main call-to-action, which is to Sign up for Free for the infographics maker. The user is not confused by multiple buttons on the page, or numerous links like in the SAP example previously mentioned. The goal of the homepage is obvious. Here is another example from my own site . Teach me more. That s the primary call to action on this landing page about content marketing tips for non-marketers. There are no other buttons or links, or navigation for that matter. One goal and one solution. I want visitors to get in touch with me or subscribe to my blog so that is all I ask for. The next thing to keep in mind is CTA button color and copy. Your CTA should be a button. Make the button as obvious as possible too. People like big buttons, it grabs their attention. When it comes to choosing color there has been much debate as to which color performs best. Research has shown however that orange and green lead to increased conversions. It s been A B tested. When it comes to button copy, sometimes more words can be more effective. Just take a look at this example . The reason being that when you use your button copy to speak directly to your visitor, and tell them exactly what is behind that button, it increases trust and desire. Of course, you actually need to provide whatever is promised by the button. In order to optimize your landing pages for better conversions, you need to be direct, specific and provide a very seamless journey for your user. If not, they will quickly get frustrated and bounce from your page, resulting in fewer conversions, and as a result, less money for you. Instead be CROd. Get breaking news alerts. How to Write an Ebook. So you want to write an ebook. Or maybe you want to join the throngs skipping the slow, traditional publishing route and self publish instead. This guide will outline the basic steps of creating an ebook. Writing ebooks has become quite common, but how to write an ebook isn t so straightforward. By the end of this guide, you will have a solid understanding of the steps it takes to write and publish your own ebook. This post contains affiliate links, meaning, I recommend products and services I ve used or know well and may receive a commission if you purchase them too at no additional cost to you . Post contents. In April 2010 I decided to write an ebook, mostly as an experiment. I was intrigued by the launch your own product process and wanted to figure out how it worked. It was completely uncharted territory for me. My plan was to finish it by the end of June, publish it in July and then well, I hoped to sell a few copies. Things didn t go according to plan. June came and went, as did July. So did August and September. Then October rolled around and the dark, unfinished project cloud prompted me to make a final push and get it done. I officially launched Tell Your Time How To Manage Your Schedule So You Can Live Free on October 26, 2010. By then, I was so relieved it was done I would have been happy with 10 so I could buy an ice cream sundae to celebrate. But that s not what happened. I made significantly more than 10 that first day like thousands more and it continues to sell all these years later. Before this whole thing started, I never thought past the first week of launch. Back to top Writing an ebook is quick, easy, cheap to produce and potentially more profitable. As far as publishing goes, it s not complicated at all. Anyone can do it. Here are four reasons writing an ebook is a good idea. To sell for profit. Many people have made excellent money through the sales of ebooks. 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