If you’re looking to gather leads for your business, look no further than landing pages.
Landing pages are a simple, free, and easy to use method to attract a different audience, generate leads, and turn those leads into customers.
While landing pages are often used in marketing campaigns, they are also great devices for business owners who need an alternative method to prompt their clients to perform a call-to-action that will help grow their business.
These pages are fairly simple to create, and only take a couple hours to truly master. The best part is, with a little guidance anyone can build a successful landing page. I’m here to give you that guidance and really take your business to the next level.
The basics
Before I start, let me just be clear, your homepage is not a landing page. Neither is your product page, pricing page, contact page, or your about me page.
A landing page is a web page that’s designed to collect traffic or prompt visitors to take a specific action.
While landing pages do come in all shapes and sizes they do have three core elements
- A headline. This is the first thing people see and will usually outline exactly what you are offering. It’s short, easy to read and gets right to the point
- Copy that highlights what you are offering and how your customers will benefit from it.
- A call-to-action that users click to take action. Typically it will be a button, but it could also be a link or a form.
The beauty of landing pages is they are supposed to be created as simple as possible. This is because simple landing pages tend to lead to better results.
For a typical web page trying to get a user to take a single, particular action is very difficult. A standard web page has too many distractions and business owners often times lose conversions due to having their site too bogged down.
The simple design of a landing page limits a visitor’s options. By removing all the typical elements of a web page and just focusing on the minimalistic design and copy it guides users to a binary decision.
They will either complete the intended action or they exit the page.
Who is your audience and what do you want to achieve
There are two goals to keep in mind when making a landing page. Knowing your audience, and knowing what you want to achieve.
Tailoring your landing page to your audience and creating a more personal experience will have a better chance of converting users.
Creating a personal experience for your customers is easy when you know your target audience, but if you have a wide range of customers due to different kinds of products and services you can use dynamic content.
Dynamic content is content that is personalized to a visitor using data you have already gathered about them, such as
- Inserting their name into the landing page
- Change the images/copy to be more relevant to them
- Provide upsell recommendations based on a recent purchases
When it comes to what you want to achieve, keep it simple. Have one targeted goal in mind for the landing page.
Landing pages only work when you want to get visitors to take a specific action. Some of those actions can be
- Grow your email list
- Increase purchase rates of an upsell
- Create anticipation about a product launch
- A destination for your social media campaign
- Collect personal data
Tailor your entire page to this target and know you can have more than one landing page for your company, but only one landing page per targeted goal.
Don’t forget to test
Like anything in business, landing pages take time and go through changes. It’s important to allow yourself the time and ability to test different elements and see what works best for your company.
No one creates a perfect landing page at first go. Play around with the following elements to make the best landing page for your business
- Headline
- Images
- Body copy
- Call-to-action
- Background color
- Font size and type
By keeping this in mind you’ll be creating the best landing pages to really help your business grow and gain another opportunity to generate new leads.
And, don’t worry, if designing isn’t your strong suit, there are free templates for you to test out. With those templates and your new found knowledge, you’re officially a landing page master, congratulations!