Landing pages can be a fantastic tool for connecting with customers and grabbing their interest from the very start. But many young businesses or online newbies can find the idea of creating a landing page a little daunting, let alone creating a landing page that converts!
Do you really need one?
How can you make an easy one?
And how do you make a landing page that converts?
Landing page 101
A landing page is a stand-alone website page. They are usually built for a specific marketing campaign, making them clearly defined, purposeful, and targeted.
It is likely your customers will land on the page as a result of clicking on an advertisement or offer made through the campaign.
Landing pages are clear, easy to read and contain one focused goal with little extra information about your website or products. They work best when streamlined and attractive, and when uncomplicated by extra information, demands or motives.
Incredibly useful for lead generation, the beauty of the landing page is that it gathers your visitors’ email address so you can contact them in the future, even if they don’t convert today.
What are the benefits of a landing page?
Once on your email list, you can establish a marketing conversation with any visitors. You don’t need to put the hard work in and get them to buy from you necessarily, but you can use these contacts in so many other useful ways:
- You can get feedback if the people visiting your website are the right customers for your business.
- You can provide information and education about your products and services.
- You can advertise upcoming sales and events.
- You can conduct surveys to gauge what type of pain points your audience has that aren’t being met.
- These people can be great resources for keyword research.
- You can direct them to different pages on your website that might be of interest.
- You can get contact details of people at all stages of the client buying journey and can learn more about how to convert people at every stage.
With online business, by the time customers are ready to convert, check out, or reach out to a customer service representative, they are most of the way through their decision-making process already.
If you establish contact and nurture a relationship with people who are interested in your products, you have plenty of opportunities to give them all of the information they could need, and then some.
Landing pages work so you don’t have to
When done well, your landing page should promote your business and gather potential customers in your absence, or literally even in your sleep. Although it can seem that a lot of effort goes into creating a landing page, when you’ve created one successfully and launched as part of your overarching campaign, it should do the rest of the leg work for you.
The aim of a landing page coupled with a targeted marketing campaign is to appeal to and engage with your audience around the clock. Even if the number of people visiting your website is not huge, when you set up a landing page, you have the opportunity to connect with and learn from every single visitor to your page.
How many potential contacts are you just letting go?
So, what goes into creating a landing page that converts?
There is a copywriting science, so to speak, that goes into making a landing page that converts. Here at Optimise and Grow Online, we have fine-tuned our process and use it time and time again to help, not just our own, but also our clients’ landing pages convert.
The key is to make it simple and trust in the process. So, with that in mind, here are the key elements you should always include on your landing page:
#1: The offer
Your landing page should have an offer of something useful to your visitor, that they get in exchange for giving you their contact details.
Email addresses are a commodity and in some industries are worth a lot of money to businesses. So, if you are going to ask a visitor (who may not have ever met you) to hand over their email address to you, then you should have something high-value to offer them in return.
Common offerings include ebooks, short courses, checklists, tool-kits, or other forms of educational content and printable downloads. If your visitors are at the earliest stage of their client buying journey, then they are most likely looking for information right now, not specific sales offers or specials.
The offer that you promote on your landing page is also going to be free. Now, this may seem contrary to businesses to give away a high-value product for free, but the contact details and the ability to convert visitors into leads could be well worth it to your business.
The words you use around framing your offer on your landing page should directly talk to your customer’s pain points. You need to put yourself in their shoes and think about what would solve the problems that they face, make their lives easier, or give them something that no one else is.
The best thing you can do here is offer something valuable and content-rich, that your audience will find immediately practical and useful.
To recap: your offer needs to be high-value, solve an immediate problem, and free.
#2: Compelling copy
In creating a landing page that converts consistently, you should ensure the language you use is clear, simple, and compelling.
Start with a writing a clickable headline that people understand easily and that encourages immediate action. Make it difficult to say ‘No’ to.
Next, tell your visitor exactly what they will get. Speak to their problems and emotions so as to make it compelling for them to access your offer. Be specific and only try to solve one problem at a time.
If necessary break your copy up into simple dot-points. Content that is easy and quick to consume for your visitors will make for better conversions.
Lastly, complement your copy with visuals to attract your audience; branded colours and images have a far greater effect than just copy alone. Choose an image of the actual offer they will receive or if you don’t have one, an image of a person that is relatable to your audience. It’s important not to overcrowd your landing page with imagery; just choose one.
To recap: your copy needs to be clear, succinct, compelling, and coupled with a relevant image.
#3: The opt-in
The last major element you will have on your landing page will be the opt-in form.
This is the part that you want your visitor to complete in order to obtain their email address. If you can avoid overloading the form then do so otherwise your visitors are likely to click away. Don’t make it too hard to access your offer.
The button that you use on your form is becoming more and more important in the download process. Make it clear and add some immediacy to the copy you use. ‘Download immediately’, ‘Access Here’, ‘Gimme Now’ are all currently popular in various niches.
To recap: your opt-in form needs to be easy to complete and the download button obvious.
Other important steps for your visitors’ buying journey
If you are looking to create a landing page as part of a bigger sales funnel, then there are some other, more complex elements that may need to be added eventually.
But don’t let that overwhelm you just yet.
Just focus on what would make your visitors’ buying journey more complete at this stage of the process.
The thank-you page
Once your visitor completes the opt-in form you can send them to a separate stand-alone thank-you page.
This page will have the offer they have qualified for and at some point or other can also provide them with an upsell to another product in your suite.
If you are not ready to implement a full sales funnel, then simply guide your visitor to make a choice to click through to another area of your website. List further relevant readings or other related free offerings. The longer you can keep your visitor on your site the more likely they are to engage with it again.
When it comes to tracking visitors, thank-you pages can be assessed through Google Analytics so you can see how well your landing page is working, and also where people go afterwards.
Promote your landing page
It isn’t very likely that people will stumble upon your landing page during the course of their web browsing.
To promote your landing page, you will need to set up ‘Call to Action’ (CTA) buttons and pepper these throughout your online marketing efforts. Build these into social media, any blogs that you write, any email marketing that you send, as well as within your own website.
If your CTA buttons are attractive and aimed well at relevant pain points they will not just speak to the people who see them but can encourage sharing with friends and family.
Try to offer a solution to a problem that your target market will have, so they are more likely to share links that resolve common pain points.
Building a landing page that converts is easier than you might think
Most basic web builder programs will include the capability for the user to add landing and thank-you pages. If your current website doesn’t support it well enough, some good examples of additional software you could try include Instapage, Unbounce, and Leadpages.
A successful landing page is one that gets you contact details, not necessarily one that gets you an immediate sale. This is all about lead nurturing because most people at this stage are not quite ready to buy. You need to convince them to hang around or come back, and that is where conversion happens.
If you’re still unsure or apprehensive about creating a landing page that converts consistently, then check out our Create Sales Pages That Convert Template Bundle that includes 5 tried and tested sales page templates from simple landing pages to long-form sales pages that will help you sell online. These templates are a guideline to sales page structures that have worked time and again for us and our clients and we are confident they will work for you as well!