With ads being present on social media today more than ever before, you’ve probably caught yourself clicking on some of those ads more than a few times and then landing on web pages that are screaming at your face about their ‘special deals’ or ‘free courses’.
However, you may have noticed that most of the people sending you to those pages don’t try to sell you anything right away.
My friends, today we’re going to talk about landing pages – what they are, why they are important and how to create them for your own marketing campaigns.
Let’s dive in!
What is a Landing Page
Landing pages are, as the name says, pages where a visitor lands and a special offer is made to that person, usually being a free product. They are also called squeeze pages or opt in pages.
That free product is called a lead magnet and it can be anything from a short eBook, video, case study, coupon or a discount. It can also be a live video conference like a coaching call or a webinar.
A landing page is the cornerstone of all ads, it’s where all people who click on your ad will end up on. Unlike a typical web page that has many CTAs (Calls to Action) like reading an article, subscribing to a newsletter etc, a landing page has only one strong CTA.
Most of the time, the main goal of a landing page is collecting email addresses from visitors but it can also be having them subscribe to a chatbot list, entering a phone number etc.
And people do give this information to people running ads because they have nothing to pay for and all the have to do to receive a free product is just enter an email. This is why lead magnets work so well.
Another type of landing page is a free trial page where a visitor can start a free membership for a certain period of time, only by entering, you’ve guessed it – their email address.
These types of marketing campaigns, also called squeeze funnels, opt in funnels or lead magnet funnels, are run by businesses from all industries, as more and more people are becoming aware of the power of social media and search engine marketing.
The type of landing pages and overall campaigns you would create really depend on your specific business but there are a few common rules you should know. But before we get into that, I’d like to go a little bit more in-depth on the importance of landing pages.
Why Having a Landing Page is Important
Over 90% of people who visit a brand’s website for the first time aren’t ready to buy yet. Reasons could be comparing prices with other products, looking for product reviews or simply not trusting the website they’re on.
This means that if you’d to send cold traffic from an ad directly to a sales page, you’d have over 90% of them click away.
On a flip side, with a landing page, you’re not selling anything upfront. What you’re doing instead is trading a product/small service for their email address. These pages collect way more leads because visitors can easily get what is offered to them, all they have to do is type in firstname.lastname@example.org in an email form.
This way, it seems like you’re offering something for nothing but no, those emails will mean a lot to you because thanks to them, you can build a targeted email list of people who are all interested in your product/service, or at least the industry you’re in.
How does a landing page differ from a website homepage?
There are big differences between a traditional homepage and a lead generating landing page.
Website’s homepage is a page a lot of people new to marketing think of as a landing page but they are wrong because these two serve completely different purposes.
Homepage serves as an introduction to a business’s ecosystem. A homepage directs visitors to read an article, check out different products, subscribe to a newsletter, contact a business etc.
On the other hand, a landing page has one clear goal which is generating leads. One page, one offer, one action. That’s how landing pages work.
There is one digital marketing term that you’ve maybe heard of, and that is when a visitor hits a brick wall.
This occurs when you have so many directions on your homepage that a visitor gets overwhelmed when he/she lands on it because instead of finding something that they’re looking for and that will help them, all they find is a bunch of pop ups and unrelated articles.
So if you’re actively spending money on ads that lead a large group of people directly to your homepage, you should consider changing your approach because there are better options that can bring you better results.
Targeting a much smaller group of people with same interests, desires and problems and sending them to a page where they have only one direction instead of dozens like on a traditional homepage could generate more leads on a much higher conversion rate.
How to Make a Landing Page
In order to create any type of pages that aren’t typical web pages you can see on most websites, you’d need additional software or plugins.
For landing pages specifically, you’d need a landing page software. There are a lot of ones available but here are some of the most popular options:
All of the software I’ve listed above are credible and trustworthy, it just depends on which one you choose. In the case of Kartra and Clickfunnels, you can get more marketing apps in one package, not just a landing page builder which is pretty cool.
No matter which one you pick, you won’t make a mistake. However, I suggest reading further reviews I’ve linked in order to fully understand what you’re buying into.
If you’re low on budget, I suggest looking at LeadPages. If you want a more powerful tool with more than a landing page builder, look no further than Kartra or Clickfunnels.
What should I know before creating a landing page?
Before you jump head onto creating your landing page, there are a few things you should understand and have prepared.
Who are you targeting?
In other words, who is your target audience?
I know that some of you reading this post may now be saying: “I already know this!”, however, I’d like to point out how important this step is and that you shouldn’t rush it at all.
As I’ve explained above, landing pages are created solely for a specific group of people, not a broad audience. When I am talking about a specific group of people, I mean on people that share a bunch of characteristics.
The place of residence, gender, age, occupation, family status, hobbies etc. However, these are just a tip of the iceberg. The real targeting starts when you dig deeper.
What I am talking about is knowing exactly what their interests, desires and problems they want to overcome are. Once you answer all of those questions, then you’ll have a full picture of your ideal customer’s avatar.
What will be your first offer?
On your landing page, what you will be doing is making a free offer to your visitors. After you’ve figured out who those visitors will be, it’s time to create that free offer.
There are various types of lead magnets, varying from done educational products like cheat sheets, case studies, educational eBooks or articles, video courses, interviews or live educational conferences like webinars or coaching calls.
For store owners, a lead magnet could also be a coupon, discount or even something like a competition or a quiz where a certain number of people can participate, one or a few of which who win receive a free product.
Tons of lead magnet ideas are there to explore and feel free to read different articles on them before you decide which type you will use.
You can also use PLR products which are basically the products created by someone else but other people have a license to use it as their own. These range from courses, articles, eBooks etc across all industries.
However, whatever type of lead magnet you choose to create, just make sure that it is helpful to your target audience, not just claiming that it is.
People can easily smell marketers who see them only as a dollar sign so don’t be that type of marketer. By giving them something that will actually help them, they will actually listen to what you have to say.
Landing page is only a part of the game.
Landing page is not the only page you’ll have to create in your campaign. After they’ve entered the information you’d asked them for, you should send them to a thank you page.
You’ll also have to follow up with your leads consistently in order to convert them into customers.
Thank you page is the page where you’ll have an opportunity to introduce yourself, your business and even upsell a product. While you’re running your ads, within your target audience, there will be a small group of people who are already hot buyers. You don’t want to let them down, do you?
These are just some of the elements that you should include at your thank you page in order to see better results with your marketing efforts.
Can’t I just say ‘thank you’ and move on?
Well, you could. The thing is, by just saying ‘thank you’ without any extra content, you’re missing out on an opportunity to kickstart your lead nurturing.
By putting in extra work and creating a great thank you page, you can fasten the process of building authority and converting your leads into your customers.
The thing is, most of the modern landing page software has thank you page templates that come hand-in-hand with landing pages you create so it’s not like you have to spend hours creating another page.
These two pages are only a part of your sales funnel which is basically a term that describes the process of converting a complete stranger into your long term customer.
However, the most important part is definitely the follow up. Your follow ups should be done through the channels you’d selected like f.e. email, chatbot, SMS etc.
I have articles on email marketing on this blog so feel free to browse through them.
Now, I will show you an example of creating a landing page. I’ll use Clickfunnels for this example because it’s a complete sales funnel software, not just a landing page builder. It also comes with an autoresponder Actionetics that you can use for following up with your leads.
If Clickfunnels is too expensive for you, take a look at some of the alternatives. Choose one that you feel is the best option for you and just Google how to create a landing page with it.
Whichever software you pick, note that it’s not hard at all to create a landing page. See it yourself with the following example.
It’s pretty simple to open an account. They will ask for basic information and then which plan you want. Select a desired plan and that’s it.
Step 2 – Create Your Lead Generation Funnel (Landing Page + Thank You Page)
Once you’ve opened an account, you’ll get access to the dashboard. On the dashboard, navigate to the header and select “Clickfunnels”.
Select “Build Funnel”.
Now you will be asked to select your funnel’s goal. In this case, the goal is to collect emails. Select that.
Of course, later on, you can build different funnels with different goals. But for this specific tutorial, select collect emails.
After you’ve done that, all you have to do is name your funnel and click on Build Funnel.
That’s it! Your landing page, along with the thank you page, is now ready.
P.S If you ever get stuck, you’ll have training videos inside of Clickfunnels membership area on how to use the software. Plus, Clickfunnels also has live chat and you can ask their support team whatever you want.
Step 3 – Pick Your Landing Page Template
Clickfunnels offers a bunch of free templates for you to use. Just click on the template you want in order to select it. These templates take care of 90% of the total work. All you have to do on your end is enter the content and connect your 3rd party email software or Actionetics (more about that in a minute).
To cover some basic features of Clickfunnels quickly, on the left side, you can see the Funnel Steps.
Funnel Steps are your sales funnel pages. In this case, you’ll have 2 funnel steps. First one is your landing page and the second one is your thank you page. Funnel steps are placed in order which means that the landing page is the first page they land on and if they enter their email, they’ll be sent to the thank you page (step 2).
Besides Funnel Steps, on the header, you’ll find Stats, Contacts and Settings sections.
In the Stats section, you can see the amount of page views and opt ins. Opt in stands for the action the user takes on the landing page (entering an email|). So if you’d got 5 opt ins, that means you’ve got 5 emails.
Contacts section shows you all of the leads you’ve collected through your landing page. And finally, in the Settings, you’ll find basic options such as the funnel name, tags, integrating 3rd party software and removing a funnel.
Step 4 – Edit Your Landing Page
Once you’ve had your landing page template selected, it’s time to edit it. This is the part I really like about Clickfunnels. It’s editor is pretty simple to navigate meaning that even the people who can barely use Paint can build a solid page.
Now, onto the most important part – content of your landing page. Design? It can only get you so far but the content is what will bring in the best results.
Headlines will play the playmaker of your content’s starting five. They should entice your readers to go through the rest of your page’s content.
An effective headline is sharp, down-to-point and bold. It’s what every visitor will first see on your landing page. Think of it this way. When you go to a bookstore in search of new books to read, what grabs your attention first?
Exactly! It’s the title of the book and the first few sentences on the book cover.
Simple always wins so don’t overthink it when it comes to writing down your headlines. Here is an example of a landing page that is killing it.
This is a landing page from Unbounce, a competitor from Clickfunnels and it’s awesome because it’s so simple yet clearly points out everything a visitor needs to hear.
- Short yet down-to-point headline. No fluff.
- Testimonial and naming companies that trust Unbounce for building authority and social proof.
- Clear CTA
As covered in Hubspot’s article, writing like a human and keeping it simple is almost a guaranteed way to build a high converting landing page.
Also, make sure that you have a clear CTA that explains exactly how to get XYZ.
Back to our Clickfunnels editor, there is another thing you need to know – where will all the emails you collect be stored? How will you message your leads further on?
For that, you’ll need an email autoresponder. I’ve reviewed some on this blog but feel free to explore more. Autoresponders aren’t difficult to use and with the help of a few Youtube videos, you can learn how to create an email list with your chosen email service, how to create messages and how to integrate it to Clickfunnels.
In fact, Clickfunnels supports over 1500 integrations so I am pretty sure that you’ll be able to integrate any software you choose.
That’s about it when it comes to the editor! You can access all of your saved work in Clickfunnels > Funnels.
There is a free course inside Clickfunnels membership area where you can learn about funnels a little bit more in-depth from Clickfunnels founder, Russell Brunson. The course is called Funnel Builder Secrets Lite and it’s free.
Another training worth checking out is the One Funnel Away Challenge which is a live coaching program that lasts for 30 days and inside you’ll get a step-by-step plan for building a complete sales funnel for your business. The price is $100.
Once your landing page is done, it’s time to drive traffic to it. If you have a big audience already, you can drive them to your landing page to test your offer.
However, if you don’t (and even if you do), I suggest a paid ads route. It’s the absolute best way to test your campaign and get feedback on if it works or not in a relatively short amount of time.
I’ve linked an awesome article from Hubspot for you to continue learning. However, don’t get stuck in the same spot forever. What worked for someone else may not work for you. This is why testing is so important.
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Have any questions? Make sure to comment down below and I will reply as quickly as I can. Other than that, have an awesome day!