Episode 109: Why I Haven’t Changed My Landing Page in Five Years

Summary

Podcast Summary: The Email Sound Booth with Liz Wilcox
Episode 109: Why I Haven’t Changed My Landing Page in Five Years
Release Date: March 6, 2025

In Episode 109 of The Email Sound Booth, host Liz Wilcox delves into an unconventional yet highly effective strategy: maintaining the same landing page for her email list freebie over five years. Contrary to the common business practice of constantly updating marketing materials, Liz explains her rationale for consistency and how it has contributed to her sustained success. This detailed summary captures the key points, discussions, and insights Liz shares, enriched with notable quotes and timestamps for reference.

1. Introduction: Embracing Consistency

Liz opens the episode with enthusiasm about the topic, emphasizing the impact of her consistent approach. Despite the norm of frequently updating landing pages, Liz asserts that her stationary strategy has only improved over time.

“I change my underwear every day. I can't believe I haven't changed my landing page in five years. But unlike underwear, this is only getting better with age.” [00:00]

2. Reason Three: Simplicity and Consistency

Liz begins her explanation by highlighting the simplicity and consistency of her landing page design and messaging. She attributes her success to maintaining a straightforward approach that remains true to her brand’s essence.

“I kept my landing page simple from the beginning. And so because I have kept my business just about that simple from the start all the way to five years later, the landing page copy still works. It's still true to my essence.” [00:02]

She contrasts her approach with that of another marketer in her Facebook group who is contemplating changing her landing page to better align with her current business focus. Liz questions the necessity of altering what already works, pointing out that quantity does not compensate for quality if the leads are not converting into her desired membership sales.

“I get about 2,000 people a month or something from this landing page. But in my head, I'm like, okay, but 2,000 people? Who cares if they're never going to join your membership?” [00:03]

Liz emphasizes that by not pivoting her landing page, she continues to attract the same ideal audience, reinforcing the importance of targeting the right demographic consistently.

3. Reason Two: Injecting Personality and Humor

The second reason Liz maintains her landing page unchanged is its unique, humorous design that reflects her personality. She believes that authenticity and relatability are crucial in attracting and retaining her target audience.

“The landing page is funny. Honestly, like, it's kind of slightly ridiculous. I want to capture people that like that style of Liz Wilcox.” [00:05]

Liz references a specific element of her landing page—a humorous picture of herself pointing at Will Smith with a ridiculous caption—that aligns with the playful and unfiltered nature of her podcast. This personal touch ensures that her audience can connect with her on a more genuine level.

“I want people to think I'm funny. It's working, right?” [00:07]

She discusses her conscious effort to balance professionalism with her inherent sense of humor, ensuring that her landing page remains a true representation of who she is.

4. Reason One: Proven Effectiveness Through Metrics

At the forefront of her reasons is the undeniable success of her landing page, as demonstrated by impressive conversion rates. Liz presents concrete data to validate her strategy, showcasing a 33.6% conversion rate over the last 90 days.

“In the last 90 days, it had 4500 visitors to the landing page and 1500 subscribed. So that's about a 33.6% conversion rate that works.” [00:09]

She explains that this consistent performance reassures her that her approach is effective, and there is no immediate need to refine or alter her landing page. The high conversion rate indicates that her landing page resonates well with her audience, fulfilling both her business objectives and personal brand alignment.

“The numbers don't lie. It's working for me. That's why in five years, I have not changed my landing page.” [00:10]

Liz also points out that striving for a slightly higher conversion rate could jeopardize the quality of leads she attracts, as minor tweaks might dilute the aspects that currently engage her ideal subscribers.

5. Maintaining Target Audience Authenticity

A significant insight Liz shares is her preference for maintaining an authentic connection with her audience rather than maximizing conversion rates at the expense of genuineness. She values attracting subscribers who appreciate her authentic self, even if it means a lower overall conversion rate.

“I only want the people that are willing to listen to me mess up on this podcast, right? I only want people who want me to be real.” [00:11]

This philosophy underscores her commitment to nurturing a community that values authenticity over sheer numbers, fostering deeper and more meaningful relationships with her subscribers.

6. Additional Insights: Business Consistency and Pivoting

Liz briefly touches upon her previous business experiences, where she successfully pivoted and sold email lists within the RV travel industry. However, she clarifies that her current business has remained steadfast without major pivots, allowing her to maintain a consistent messaging strategy.

“I’m talking to the exact same person I was talking to five years ago. And I imagine I'll probably be talking to that same person in five years as well.” [00:04]

She also mentions that she has discussed strategies for handling business pivots in other episodes, providing listeners with resources to explore if they ever need to undertake a similar transition.

7. Promoting List Building Live

Towards the end of the episode, Liz promotes an upcoming event, List Building Live, emphasizing its value for listeners looking to enhance their email marketing strategies. She invites her audience to join the event, highlighting the benefits of learning from diverse speakers across various industries.

“If you want to feel confident about your landing page and the people that are coming to that landing page, I would love for you to sign up for List Building Live.” [00:13]

Liz encourages her listeners to take advantage of this opportunity to gain insights and strategies that have been effective for others, reinforcing her commitment to helping her audience succeed in email marketing.

8. Conclusion: Embracing What Works

Liz wraps up the episode by reiterating the success of her unchanging landing page strategy. She underscores the importance of trusting in what works and remaining authentic to one's brand, rather than succumbing to the pressure of constant change.

“The numbers don't lie. It's working for me. That's why in five years, I have not changed my landing page.” [00:10]

Her closing remarks inspire listeners to evaluate their own strategies critically and consider the value of consistency and authenticity in their marketing efforts.

Key Takeaways:

• Simplicity and Consistency: Maintaining a straightforward and consistent landing page aligns with Liz’s brand and continues to attract her ideal audience.
• Authentic Personality: Injecting humor and personal elements into the landing page fosters a genuine connection with subscribers.
• Proven Effectiveness: Sustained high conversion rates validate the effectiveness of Liz’s unchanged landing page strategy.
• Targeted Audience: Focusing on attracting the right subscribers over maximizing numbers ensures a more engaged and loyal audience.
• Trust in Metrics: Relying on concrete data to guide decisions rather than following trends allows for informed and effective marketing strategies.
• Commitment to Authenticity: Prioritizing authenticity over perfection helps build a more meaningful and engaged community.

Notable Quotes with Timestamps:

• On Consistency: “I have kept my landing page simple from the beginning... it's still true to my essence.” [00:02]
• On Humor: “The landing page is funny... I want people to think I'm funny. It's working, right?” [00:05]
• On Conversion Rates: “In the last 90 days... that's about a 33.6% conversion rate that works.” [00:09]
• On Authenticity: “I only want people who want me to be real.” [00:11]
• On Effectiveness: “The numbers don't lie. It's working for me.” [00:10]

Final Thoughts

Liz Wilcox’s steadfast approach to her landing page exemplifies the power of consistency, authenticity, and data-driven decision-making in email marketing. By staying true to her brand and focusing on what truly works, she has built a successful and enduring email list that continues to support her business goals. This episode offers valuable lessons for online businesses aiming to refine their email marketing strategies and build lasting relationships with their audience.

Transcript

[Liz Wilcox]

What's up, Liz Wilcox here with the email sound booth podcast. You already know episode 109. I am so freaking stoked to talk about this. And all this week, if you've been listening or if you've been binging, these episodes are really short. And I have a feeling this one's going to be short and to the point too. But I think it's going to be really impactful for you. Okay, so episode 109. I want to talk about why I haven't changed my landing page for my freebie in five years. Okay, that's wild, right? I mean, you know, I change my underwear every day. I can't believe I haven't changed my landing page in five years. But unlike underwear, this is only getting better with age. That is so weird. I wish I could go back in time and re record, but I don't actually care about being weird. It just is who I am. So here we go. The number one reason. Oh, actually, let's go backwards. Coming in. Coming in at number three. You know, I kept my landing page simple from the beginning. And so because I have kept my business just about that simple from the start all the way to five years later, the landing page copy still works. It's still true to my essence. I'm still talking to the same person. And this is. I saw this in my Facebook group today. Somebody said, oh, I have this lead magnet, but it's really not what my membership is about. And my membership is the only thing I want to sell anymore. So I'm thinking about changing it, changing the landing page so they can just get that thing right away. They don't even have to check their email. And I was like, why not get rid of it? And she said, well, I get about 2,000 people a month or something from this landing page. But in my head, I'm like, okay, but 2,000 people? Who cares if they're never going to join your membership? Which you literally just told me that's the only thing you want to sell anymore, right? So reverse. Reverse back to what the heck I'm talking about. I am still talking to the same person I was five years ago. I have not pivoted in this business. Of course I've pivoted before. I've sold two businesses that were in the RV travel industry, but I sold those email lists with it. Now I'm gonna link in the show notes. I have an entire episode about what to do when you pivot, if you should start a new email list or just, you know, tell them you're pivoting, right? That's a whole episode. I can't remember the number right now because we're on episode 109, so that'll just link in the show notes for you. But anyway, I have not pivoted. I'm talking to the exact same person I was talking to five years ago. And I imagine I'll probably be talking to that same person in five years as well. So, again, I've kept it simple. I've kept the same person in mind for the last five years. So it's still true to my essence. It's still the thing that's working for me. Coming in at number two, the landing page is funny. Honestly, like, it's kind of slightly ridiculous. I mean, it says what it says, but then on the side. And if you listen to episode 106, you'll already know this, but on the side, I've got, like, a funny picture of me pointing at Will Smith. It has a ridiculous caption. And I want to capture people that like that style of Liz Wilcox that are going to go to watchlist.com and subscribe to the YouTube channel that are going to, you know, listen to this podcast and love that it's an unedited. And, you know, there are awkward pauses or things where I say something weird, and I'm like, whatever, just go with it. Right? I want those kinds of people, and I want to. And this is something I have a tendency, especially as I've done so many podcast interviews, guest appearances, and this podcast. Sometimes I tend to, like, put on my formal voice, and I get really teachy, so to speak. But I want to keep. You know, I always say there's, like, a difference between Liz and Liz Wilcox, and sometimes Liz Wilcox can get way too serious. But I want to keep Liz in there, and Liz would have that funny picture on there. Okay, so that's the number two reason I keep it, is it's funny. I want people to think I'm funny. It's working, right? And the number one, coming in at number one, the numbers don't lie. This landing page works. I did a screenshot today, and actually, can I put it on my screen? No, it's not working. Dang it. I don't even know where I put it. Anyway, I took a look today. I just. Oh, here it is. Sorry. And, you know, in the last 90 days, it had 4500 visitors to the landing page and 1500 subscribed. So that's about a 33.6% conversion rate that works. For me, I'm not gonna try to get it better. That works for me. That feels good to me. You know, that feels like a good metric. And it's never really fell below 30% as far as I've been tracking it. That feels good. That's like, you know, basically, you know, three out of 10, three or four out of 10 people that look at the landing page say, yep, this is for me. That works for me. Because like I said in numbers two and three, it's very much Liz. It's very much Liz Wilcox. And so some people are going to look at it and not opt in. I don't want 100% conversion rate. I only want the people that are willing to listen to me mess up on this podcast, right? I only want people who want me to be real. And so some of those people, you know, let's say I could pick up, I could get to 50%, but by tweaking it, I might lose, you know, those 30 that are already. Those 30% that are already doing it. So, again, the numbers don't lie. It's working. It's working for me. That's why in five years, I have not changed my landing page. Now, if you want to feel confident about your landing page and the people that are coming to that landing page, I would love for you to sign up for List building live. Yay. March 11th through the 13th. It's a mini, like micro Audio Summit, whatever you want to call it. I've got about 20 speakers from all different walks of life and industries talking about the number one way or the most unique way they've been growing their email list in the last six to 12 months. If you need more eyeballs on your landing page, if you would love to say, oh, my gosh, yes, in the last 90 days, I had 4500 people check out my landing page, and I had 1500 subscribers. If you want that for yourself, you need List Building Live. The link is in the show notes. Get it now. Get signed up. It starts March 11th. As always, I'm Liz Wilcox, and you are awesome. I can't wait to see you grow your list this year and I'll see you on the next episode, my friend.