The project name inside Econsultancy was LALP for ‘Long-Ass Landing Page (or Long-Arse for the Brits among us) and boy does it live up to its name. The page is over 400cm deep, which is longer than the wheelbase of a firetruck, taller than the average totem pole and higher than Neil standing on Stan’s shoulders.
It’s got six bright red calls-to-action after every chunk of text. It’s got two videos, 36 member logos, ten testimonial quotes and twelve bright, green tickmarks. It’s written in a fairly hard-sell tone but with a few winks to keep it within the Econsultancy brand voice.
Why did we want to go all long-ass on this one? Partly because Econsultancy has a hell of a lot to tell prospective members – and there was nowhere where all this value was stacked up for all to see. But mainly because we studied a lot of landing pages (especially membership-focused ones) and believe it will sell more memberships. The idea is to test everything, so this hunch won’t be a hunch for much longer.
Here’s the page in all it’s glory, but to actually read it, you’ll have to visit the real thing. While you’re at it, become a member of Econsultancy – it will be the best career investment you ever make.
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