Sales Page Review: The Content Assembly Line

My friend Rahul Chawra just launched a new content creation course: The Content Assembly Line.

I had some fun playing with his sales page.

In short, the hero section needs some work, the body of the landing page is top-notch, but the final CTA doesn’t “wow” me.

Let’s have a look.

Hero section improvements

The first thing I notice is that this is a page on his website, not a landing page—a landing page has no header.

Why does this matter?

Every single button on top of the screen is a distraction. People who visit this page don’t have a login yet. And since we’re selling a paid product, we definitely don’t want to link to free resources. Linking to other courses isn’t that bad, but we’d like to keep people on the page for now.

Getting to the actual copy and design, we don’t really have a relevant attention grabber. “Content Assembly Line” doesn’t give me the information I need. It feels very robotic, and I’m not sure I feel attracted to that idea.

But since that’s the name of the course, I played with that name in the rewrite.

In the original, the focus on “my” bothers me. Rahul may be a great marketer, but he’s no household name. People need a little more convincing. So in the rewrite, I focused on curiosity rather than authority. Have a look.

And a final remark: I always like to include something that reduces friction under the CTA button. Since this is the first edition, there’s no social proof. So I decided to add an element of urgency.

Some copy and design wins in the body

As I said, the body of this sales page is great. Below are my three favorite elements.

1. Social Proof: Brands

Brands always work, definitely with big names like here.

2. Who is it for 2.0

“Who is this for” is an element you see rather often on sales pages for courses or coaching. But this more detailed element is interesting. The details in the list show that Rahul talked to his audience. I especially like bullets 2 and 5. They hit home for this target audience.

Bonus: if you look at the full page, you’ll see it has both “who is this for” and “you’ll need this course if…” elements. This one comes first, but I would reverse the order.

3. Founder’s note

This isn’t exactly a founder’s note, but it’s what everyone wants to know when they sign up for a course: who’s behind this, and why should I care what they have to say?

The current copy definitely needs this section. So Rahul did a great job implementing this.

Other areas for improvement

This sales page really is a rollercoaster ride—starting low, climbing high, and speeding back down.

The final section of the page is this:

Let’s have a look at what could go better:

  1. The CTA Button barely stands out. It’s small, it’s generic, and the color doesn’t match the rest of the color scheme.
  2. “Alright, let’s get started” is an irrelevant call to action. “Let’s unravel some secrets” would match the rewritten hero copy. But that’s not 100% clear. So I’d just refer back to the goal of this course: “Learn how to create killer content on repeat”.
  3. The social media links are distractions. And the worst part is that they open in the same tab. So anyone who clicks one of these huge icons will probably never come back as they get lost in an ocean of never-ending content consumption.

And that’s a wrap.

Would you like me to have a more-detailed look at your sales page?

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