Learnaboutgmp's Landing Page

In another page of Pedro Cortes' landing page portfolio, we explore how this unique training program for life science reconstructed their homepage to prioritize copywriting optimized to convert.

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Learnaboutgmp can be described as "the Netflix for life science compliance" which is a real thing, believe it or not. "Life science" companies have tons of work to do to learn about compliance, teach compliance, and make sure they are in compliance. So keeping employees up to date on everything is a full-time job. In fact, it's probably enough work for an entire team (or company, hence Learnaboutgmp). So they take the work out of everything.
The headline is absolutely golden as it leads with the end result that a potential customer is looking for. Visitors are looking to "hire" a product for two things: (1) keeping their workforce compliant, and (2) off-loading training to someone else. The headline confirms both in easy-to-understand language. No corporate jargon. No fancy catch-phrases. No taglines. Just a promise.
The subheadline succinctly describes what Learnaboutgmp is and elaborates on the core value proposition of the headline. The bolded words are emphasized for a reason: It's the main pain point customers cite as why they signed up for the service. This rarely happens, but just with this information from ~3 sentences, visitors should be able to qualify themselves and feel comfortable enough to go ahead and book a demo. Think about the last time you signed up for a product solely based on the copy above the fold. That's great copywriting.
The CTA is clearly communicated above the fold and is consistently repeated throughout the page.
I'm usually not a fan of explainer videos, but in the case of a training program, I don't think that it hurts the page's performance.
In classic Pedro fashion, the body of the landing page starts off by criticizing the alternatives. The reality is that a lot of companies aren't in compliance, so this section is also to show that it's no wonder they struggle with compliance... it's hard!
Learnaboutgmp calls out three competitive alternatives: (1) reading regulations straight from the source, (2) putting together internal presentations, and (3) classroom training. Each has a list of downfalls and the reasons why they fail.
Now here's a section you don't see very often... failing to comply with training regulations can result in serious warnings, fines, and legal action. Hundreds of thousands, even MILLIONS of dollars, are on the line. It's a perfect opportunity to show potential customers that trying to manage training regulations themselves is a serious risk and positions Learnaboutgmp as the way to mitigate that risk. They even managed to get ahold of real warning letters other life science companies received for failing to comply.
With the alternatives criticized, pains agitated, and risks surfaced, now Learnaboutgmp is teed up to hit a home run. Why do all the work when there's a product that'll do it all for you? Questions are a great copywriting tool. The following sections are meant to show that Learnaboutgmp is exactly what website visitors are looking for.
Learnaboutgmp is also the only accredited provider for this type of regulatory training, so they surface that early and clearly. Normally you'd see something like this in a footer or as a small subpoint of a broader section, but by giving it it's own section, it's importance is highlighted and given more weight.
I also love the novel approach to the copy in these sections, with the step number, headline, bullet points, and then subheadline. It's a breath of fresh air compared to lengthy paragraphs one after another.
What's that? Accreditation mentioned again? You betcha. Repetition communicates importance. Sometimes, you really have to drill it into the heads of visitors so there's no way they can miss it. "Where else would you look for (accredited) compliance training?" gets the visitor to say inaudibly reply "Nowhere."
For legal reasons, they can't specify certain customers but still do a great job of making the testimonials appear credible and real even though they're anonymized. They simply list the job title of the person quoted with a description of the company they work for and an indication of its prominence. I really respect this because most people in this situation would probably throw their hands up and give up the idea of social proof on the site, but they managed to make lemonade out of lemons.
The landing page concludes with a primary CTA (shown here) and secondary CTA (shown below). "100's of life science companies use us" creates FOMO. The summary of what'll be covered on the demo also helps set expectations and tell website visitors *why* they want to book a demo, which is missing on a lot (read: most) of landing pages. When pushing a demo, you have to (1) explain what the demo is about and (2) explain why someone wants that.
Life science companies are used to calling and traditionally speak directly to vendors they do business with, so it was important to list contact information so they could do so if they need. Match the way your potential customers want to buy your product instead of the way you want them to buy your product. Pedro asked Learnaboutgmp how their customers sell, and then tailored the CTAs to match how they sell because it's usually the same as how they want to buy.
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