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In the digital marketing space, a landing page is a single web page designed for the visitor to take a specific action.
It’s where the potential customer “lands” after they click on a link inside of an email, advertisement, or website!
While web pages typically have multiple goals and encourage the visitor to explore the site, a landing page is focused on the customer taking one specific action. Whether it’s to obtain an email address, convert a sale, or whatever else it may be!
This is what makes landing pages so powerful for internet marketing. It’s the best option for increasing conversion rates or lowering the cost of acquisition as a business.
Stick around to learn more about landing pages, and whether or not you need a landing page for your business!
Do You Need A Landing Page?
At this point, you’re probably wondering whether or not you should be using a landing page for your business.
In most cases, the answer is yes!
Almost any type of businesses in today’s age can benefit from using a landing page!
Whether the goal is to build an email list or sell a core product, it’s a great option to increase conversions for your business using digital marketing.
Here’s an example of a landing page I use to collect email addresses:
This is an example of a squeeze page, since it’s quite simple and the only purpose is to offer a lead magnet in exchange for an email address!
Let’s go over squeeze pages in more detail and the other types of landing pages you can use to your advantage.
Types of Landing Pages
There are a few different types of landing pages. You should use one that aligns with your goals…
A squeeze page is a page designed specifically to obtain an email address from the visitor.
Of course, it can be used to collect a phone number or collect a new Facebook chat bot lead, but thats aside from the point!
However you plan on marketing and building an asset, a squeeze page will help you build that list of potential customers you can continuously market to!
You may be wondering why somebody would be willing to give you their email address?
Usually, you’ll give them a free lead magnet in exchange for their email address.
Here’s a few lead magnet ideas that you can offer:
- Free Ebook
- Free Training
- Free Cheatsheet
- Free Course
The opportunities are endless when it comes to giving away a lead magnet, so get creative and start collecting emails!
Here’s a great example of a squeeze page I found online:
Video Landing Page
Building a video landing page is a great idea when you want to provide value on the front end. You can give an explanation of who you are, what your story is, and what you’re offering!
The idea is you can provide value up-front and then pitch them what your all about near the end, and it’ll help them make an informed decision on if your offer is right for them!
After they watch the brief video, they can make a decision on whether or not they should opt-in to your email list to learn more…
While a squeeze page is designed to collect emails at a high conversion rate, a video landing page has a different goal in mind.
This type of landing page can help you qualify your visitors on the front-end before marketing to their email inbox!
If you’re offering a high-end course, coaching or consulting program, using a video landing page or video sales letter (VSL) can be a game changer for you.
Here’s a great example of a video landing page I found online:
A sales page is a landing page designed specifically to convert a lead into a customer! Whether it’s sent out through a retargeting Facebook ad or email marketing, the purpose is to convert a sale.
Sales pages are straight-forward and easy to understand. The entire purpose or goal of this landing page is to sell products or services.
This is where you can go super in-depth about your offer and why they should purchase from you!
Since each sales page varies depending on the industry, I’d recommend taking a look at other peoples pages to get an idea of how it all comes together!
Here’s a great example of a sales page I found online:
Most Important Elements of a Landing Page
Have you been wondering how you can build an effective landing page for your business?
Here are the most important elements when it comes to creating a successful landing page!
And if you stick around until the end, I’ll be sharing my complete guide of building a landing page easily with ClickFunnels.
Compelling Headline and a Supporting Headline
It seems like whenever I pick up a new copywriting book to brush up on my skills, they are saying that the headline is most important.
Here’s why. It’s because it is the most important part of your copy.
While 80% of people will read the headline, only 20% are going to read past the headline.
If you can’t hook your potential customer in with a great main headline, you shouldn’t expect them to read anything else on the page!
When it comes to creating a compelling headline, you’ll want a support headline where it adds to the main headline and convinces them to stay on the page. The secondary headline should be directly under the primary headline, with slightly more detail and depth to it!
Unique Selling Point
Having a unique selling point will help you share the advantage to signing up or taking action with you instead of a competitor!
Usually this is something that differentiates your offer and sell it like no other!
You can use this selling point to describe the specific benefit to your customers, setting clear expectations and why they should care.
This is one of the most important factors in selling online, since you’re literally giving them the reason they should choose you over somebody else. Use this to your advantage!
The popular One Funnel Away Challenge is great for this…
When creating a high quality landing page, you’ll want to use the unique selling point to let your visitors know how it will benefit them!
Nobody cares about a specific feature, but how it will help them. That’s what a benefit is…
It’s showing your potential customer how your offer can actually benefit them, and make a difference!
The key benefits should piggy-back off of your unique selling point, and go into further depth and detail!
Social Proof and Testimonials
Social proof can be super helpful when it comes to becoming trusted. It’s a secret way of persuading your potential customer to take action, since it’s already worked for somebody else in their position!
Having real testimonials from real people will help you convert conversions at a higher rate, since there’s proof what’s taught actually works.
If you don’t have any real testimonials or social proof built up, don’t fake it til you make it. Get your own results or find real results of other people using the product or software you are promoting…
Check out this example of Social Proof used on a Gumroad sales page:
Using video is a way to amp this up to the next level but in all reality, using quotes can be just as powerful when done properly and authentically.
Now for the Call-to-Action section that could be the make or break of your landing page!
This is a critical element when it comes to converting visitors into customers, and should be looked at carefully before launching. The call-to-action is where your efforts turn into reality, and you start collecting money or leads!
One thing you can do to continuously optimize your CTA is create a split test. Over time, you’ll have a funnel that converts at a higher-rate by testing different things and seeing what works.
If you’re interested in building a landing page for your business, I’d highly recommend taking a look at my in-depth guide where I break down how to build a landing page for your business!
PS – That’s an example of a call-to-action that will benefit the visitor.