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3 Copywriting Lessons From Khan Academy’s Landing Page
What Khan Academy can teach you about CTAs.
Khan Academy is always teaching something even if it’s unintentional.
When I came across their landing page, I noticed something unique about it that other landing pages don’t do very often. Khan Academy’s landing page made their call-to-action buttons different.
A lot of landing pages do the typical, Start Here or Learn More. But Khan Academy was doing something entirely different.
Khan Academy Teaches 3 Copywriting Lessons In Their CTAs
Khan Academy is a unique organization because they serve multiple audiences. So, a simple Start Here could mean anything to any audience.
Instead, they make their CTA audience-specific. There’s no confusion about where to click. If you’re a teacher, click teacher. If you’re a learner, click learner. If you’re a parent, click parent.
Next, they also make their CTA more emotional. Khan Academy wants a donation to help students learn. They could have easily said, Donate Here. But they want for the heart. They want you to give students a chance to learn, which is a greater focus on the emotional outcome.
