Radical Design's Landing Page

Radical Design's Landing Page uses flamboyant design and humor to stand out in a sea of design courses. Jack McDade, the creator, sneakily follows some great best practices while still standing out and communicating in a unique way.

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Immediately you'll notice that the header layout is essentially reversed from what you normally see. Instead of a small logo+name in the top left corner, the logo+name is front and center on the screen and Jack uses the top right corner to provide a brief descriptor of what the page is all about.
Aaaand the award for Weirdest Landing Page Headline goes to Jack! However, that doesn't mean that it's ineffective. It still perfectly describes what the course is all about. The page actually rotates through a few different funny headlines. This one happens to be what I got when I snapped the screenshot.
These questions serve a double purpose of allowing visitors to self-identify if they are someone who should keep investing more time on the page and also introduces the value proposition.
One of the big issues and objections with digital products like online courses is credibility. Jack immediately dives into who he is, which gives way to establishing trust. In the process, he smartly lists a few pages he’s designed, which showcases his design prowess.
Getting into the body of the page... Jack introduces the problem: the web has become too boring, and then expands from there.
Now the promise of the course is clearly stated. Notice the use of rhyming. Alliterations and rhymes are a great tool to make your message more memorable.
Finally, an intriguing CTA for once! The sheer size, arrows, and color make it impossible to ignore. Jack's over-the-top humor allows him to get away with an over-the-top CTA, but that's not to say that you should shy away from an attention-grabbing CTA even if you don't use as much humor as Jack does.
Just when the visitor might be tempted to stop scrolling or save for later... DONUT HEAD. It's really a masterful move to maintain attention.
These two columns draw a powerful comparison that helps set expectations. The "You Will" statements become much more believable and effective by contrasting them with the "You Will Not" statements.. You can't be all things for all people. This comparison helps mold the view of the course so that ideal customers are drawn in and the unideal customers are deterred.
Again, managing expectations. It's not going to teach you how to copy others, but instead, create your own style. Communication *via negativa*.
So what will you learn? Tons! And Jack explains it all in a very conversational tone like it was shot over in a text message.
Again, noting what *isn't* in the course. It's a push-pull tension that helps the visitor triangulate to the right expectations.
Comparing and contrasting is copywriting judo. The real magic of this strategy is that it's removing ambiguity. The more questions you can answer, the more objections you can handle, and the more assumptions you can remove, the better.
Love these fun, emphasized testimonials from high-profile people (whose opinion carries weight—especially the designers!).
More about Jack, to build more credibility and trust. This time, he lists journey as a designer and breadth of experience.
Before even getting to the final CTA, Jack starts to prime visitors with two enticing benefits: a buddy pass and a generous refund policy. It's sweetening the pot, making it even more appealing. This subtle act of generosity upfront builds Reciprocity Bias, which is where someone is more likely to complete the intended action because of a desire to reciprocate some form of generosity, favor, or help received.
I love that the page ends with a note of encouragement. Sometimes "agitating the pain" isn't always the best way to create desire for a product or service. Kindness goes a long way and is vastly under-utilized in marketing.
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