Why Create a Landing Page?
If you own your own website, you may have asked yourself this before. Couldn’t you just put your offer on your homepage and call it a day? You can, but it may not have as much success as you would like.
Why does someone want a landing page?
- Helps viewer focus on buying decisions
- Eliminates distraction
- Gives viewer clarity on what they are receiving
- Helps you build your audience and email list which will eventually result in sales.
- It’s easy to change and update, and you won’t “break” other parts of the layout while making revisions.
A landing page allows your customers to easily understand they are receiving an offer, instead of fumbling through a lot of information (like a blog post) to see that they have an invitation to this offer. Sign up forms in blog posts can get buried, where as a landing page let’s your viewer know right away.
That’s not to say you can’t put an offer inside of a relevant blog post. There can be success in doing that. However, if someone is doing a Google search for an offer like yours, and they have to dig through a blog post to find it instead of hopping on a landing page, which scenario do you think will be most successful? This is part of what creates a successful customer journey.
Clarity on your landing page is also a key component of a successful customer journey. Let’s look at how to achieve that.
Homepage vs. Landing Page: What is the difference?
Can’t I Just Use My Homepage?
The homepage of your website is like the cover of a magazine:
- It illustrates what your business and brand are all about.
- It gives a preview to the rest of the content in your site.
- Orients the viewer to the places they can travel within your site.
There’s a lot that a homepages can say. While they can contain a pop-up add to send people to a landing page, you will find that homepages themselves are poor at converting people to sign up for your opt in because they contain so much information that can send your customers in many directions.
In contrast, your landing page has one job to do, and that’s to clearly communicate a rad freebie that you have to offer! Landing pages are an extension of your website. They are a part of your site as a working whole, but also a stand-alone page all at the same time.
Where Can I Build My Landing Page?
Some email service providers offer landing page builders with a free account, and there are also services out there that strictly offer landing page building and hosting for a fee, such as Leadpages.net, Instapage.com, Brizy Cloud, etc. You can also build a landing page in your website. I’ve seen success for people using Squarespace, Wix, Weebly, etc.
A landing page can easily be built in a WordPress site by using visual page builder plugins such as Brizy, Elementor, Beaver Builder, Divi, etc.
You can learn about helpful options by checking out my post Tools to Build Your Landing Page.
Linking to Your Landing Page
Do I Need A Special Url?
The short answer is “no”.
Since it’s an extension of your website, you don’t need a special URL for your landing page (example: www.myneatofreebie.com). The only reason you would need a short and easy name is if you were to purchase a domain name/URL that is only used to point to your landing page. If you are giving away a free download, purchasing a URL may not be the best use of your money.
When you’re building your landing page, any place you’re asked to create a title while using a landing page builder service or even if you’re building it on your website, I would recommend using the title of your free offer to give you an SEO nudge (example:www.michellekraft.com/myneatofreebie).
Another reason you don’t need a special URL for your freebie landing page is that you will usually be using buttons and links to send people to this page. It’s doubtful that your customers will see the URL for this reason.
What Text Should You Have On Buttons That Link To Landing Pages?
Again, these need to relate to your freebie. “Free download” is ok, but it doesn’t say much. “Free Training” or “Free checklist” are much more successful since the customer has a better idea of what they will be receiving.
How Does A Customer Get To My Landing Page?
I’m sure by now you’re wondering how your customer will get to your landing page. Well, there’s a few ways you can do it. • Link to it on your social media • Build a pop up on your homepage • Create a link in relevant blog posts • Promote it at the bottom of each page or your website • Build a link in the navigation bar (example below)
What to Write on Your Landing Page
When putting together your landing page, it’s easy to worry if you are writing too much are too little. We often see these super long pages that have tons written, a mountain of testimonials, there might be a video, and on top of it, you’re asked to sign up 5 times throughout the page.
Here’s the thing about those types of pages; they are sales pages that are asking you to spend a lot of money on an offer. There’s a lot of risk involved for the customer, so they need to receive a lot of information to help them through the process, and make them feel more secure about the purchase.
If you are only asking them to look into your free download in exchange for being on your list, you are not putting your customer in a high-risk situation. They do not have much to loose with a free download.
Elements of a landing page
Remember we want to keep this page as distraction-free as possible so we want to limit what goes on this page.
- a clear headline
- an email sign-up form
- A call to action/sign-up form for the specific product or service you refer to on this page.
- text that speaks directly to your customer
- photos that are relevant to your free download
- Sign up Notice: “By entering your email address, you will be signed up to receive my newsletter and exclusive offers.”
You want to keep this form as simple as possible for your customers to fill out. The easier it is, the more likely a person will it out. This is why you see so often that a person will use one for field to collect a name, and another form field to collect the email address. If you are knit-picky like me and want to keep the name lists clean, I also collect last names, but no more than that.
Take action on your landing page
Would you rather stop reading about landing pages and want to start making moves on it? Grab my guide on how to Build a Landing Page that Converts.
In it, you’ll get all of this information and more packed into a neat, little guide that will help you put together the items you need to make the process as painless as possible.
Plus, you get examples to work from so you aren’t just feeling your way through the dark … because when you feel your way through the dark, you always end up stubbing your toes on something.
Wouldn’t it be awesome to have a guide to help you plan a landing page that converts?
Your wish is my command, sista! Click on the image below and start moving full speed ahead on your landing page!