Writing copy and partner page setup to persuade partners

Writing copy and partner page setup to persuade partners

This training session focuses on what and how of solid partner programs landing page copywriting.

Copywriting expert Todd Clarke and I critiqued 4 partner landing pages, then compared that to the review of 5 well done pages Josh at Arctic Leaf found for us in the recent Partner Programs Accelerator, and found some interesting consistencies.


The video is linked below, but here is what we discovered:


The issues:

Partner teams often outsource the job of writing the copy for their partner pages to their marketing team who are trained to sell the product and convert traffic to product demo's. Further, they have their own KPIs and priorities which are not always aligned with partnerships causing these main errors:

1.= Popups or banners that drive partners to the product content downloads, marketing's webinars, or other non-partner-related content.

2. = Too much product-selling copy on a page meant to sell the partnership, not the product.

3. = Chat widgets with the same bots and messages that speak to user leads, not partner prospects.


Steps to revamp your partner funnel:

Step 1 = Make sure your page is all about the value of the partner program and the tells a story.

Step 2 = Remove any popups or resource download banners that drive traffic off the page.

Step 3 = Add an FAQs section.

Step 4 = Make sure any chat bubble copy and playbooks are focused on the partner audience and not generic.

Copywriting principles

The purpose of copywriting is to:

At a minimum, your copy should...

Keep this close to your writing psyche...

It’s really quite simple...

Note:

Examples of Site Copy on Partner Program Web Site Sections 

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https://horizonsdigitalmarketing.com/

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https://www.deepcrawl.com/partners/

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smith.ai/partners

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https://partners.timetoreply.com/

Other guidelines:

Words/Phrases it's best not to use:Replace with:AffiliateReferral PartnerCommissionsReferral Fee’sList or DatabaseDirectoryAny business speak jargon/buzzwords “Best-in-class”Replace with simple termsMultiple CTAsFor buttons - use one simple CTA, e.g.: “Schedule a Call"

Steps to revamp your partner funnel

  1. Step 1 = Make sure your page is all about the value of the partner program and the tells a story.
  2. Step 2 = Remove any popups or resource download banners that drive traffic off the page.
  3. Step 3 = Add an FAQs section.
  4. Step 4 = Make sure any chat bubble copy and playbooks are focused on the partner audience and not generic.

Additional Examples of Well Done Partner Pages:

In this short video, Josh Garellek and I go through our favorite partner program landing pages and why we think you should do your best to imitate them.

About Josh: Tech adVenturer/Driver, Co-founder | Bringing Together & Leading Talented People to Build Up Businesses | Award-Winning Serial Entrepreneur includes OBJ’s 2019 Forty under 40 recipient.



Klaviyo

Klaviyo helps eCommerce brands drive more sales with email, Facebook, and Instagram marketing campaigns.

Their Partner Marketing Manager is:  Elizabeth Nirenberg

Their partner program landing page

One of the aspects we really like about their partner page is how they speak so directly to their audience’s needs: “We’ve designed two unique partner programs to recognize, grow, and reward agencies and brand evangelists – while ultimately helping grow the businesses of our mutual clients.”

Typeform

What is Typeform: Typeform is a Barcelona-based online software as a service company that specializes in online form building and online surveys. Its main software creates dynamic forms based on user needs. Typeform’s software has been used by Apple Inc., Airbnb, Uber, and Nike, Inc. Typeform produces millions of forms every month.

Head of Partnerships and Biz/Dev: Kevin Raheja

What we like about their landing page

Typeform’s partner page is gorgeous – which further-exemplifies value partners can bring to their business. They split traffic on the page to brand vs agency partners in a clear way. The agency partner page is clean but provides all of the answers you’d need to at least apply. It has the header removed and lives on a subdomain which is another great factor in partnership conversion funnels because it allows the partner team more flexibility over changes. Social proof is also scattered throughout the page.  

Unbounce

What is Unbounce: Unbounce is a leading landing page platform and one of Canada’s fastest-growing tech companies with offices in both Vancouver and Berlin. Unbounce has powered over 650,000,000 conversions to date and serves more than 15,000 customers worldwide.

From the top of Unbounce’s partner landing page, you’re greeted with the potential to earn more recurring revenue – 20% for every new customer you refer to Unbounce. You can get a high-level view of how partnering as a marketer, agency, or influencer works, as well as view some very helpful FAQ’s at the bottom of the page. For those on mobile devices, their landing page is well laid out, clear, and easy to follow.

Justworks

What is Justworks: Justworks combines a simple platform and exceptional 24/7 customer service with the power of a PEO, so all teams have more time to focus on what matters. Get access to corporate-level benefits, seamless payroll, HR tools, and compliance support—all in one place.

Justworks’ landing page draws you in right away with the bold words “Let’s provide more value together.” Their partnership landing page includes testimonial quotes, a bit of insight into who their deal partners are (for example, companies with 5-50 employees), as well as a full breakdown of their partner tiers with associated costs, perks, and resources available in each tier.

Databox

What is Databox: Databox is an app that serves as a personal data assistant, helping business users pay attention to what matters when it matters.  From a morning briefing that makes sure you start the day knowing where you stand and how you’re progressing towards your goals, to smart alerts throughout the week that let you know when something needs your attention, Databox makes sure you’re never in the dark about the data that matters most to you.

Databox offers a seemingly endless stream of partners, all of which who went through specialized Databox training. You even can sort them by “Experts In” to see only the agencies that know how to use the tools you need like CallRail, HubSpot CRM, Pipedrive, Marketo, etc.

Most of all, they invite their agencies to create and share their templates which are then associated with the partner page and create THOUGHT LEADERSHIP for their agencies as well as leads (because traffic to these agency Databox templates is then downloaded by others).

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