A landing page (a.k.a. static page, squeeze page, or lead capture page) is a standalone web page designed to entice your visitor to act. It uses an attention-grabbing lead magnet (headline) and a persuasive call-to-action (CTA) to convert them from casual lookers into buyers or your next email list subscribers.
Unlike a business’s homepage, which typically has multiple functions and browsing options, a landing page focuses on a singular CTA. It’s a company’s best conversion technique. Not having one is like turning down a raise.
Let’s discuss how to create a landing page and optimize it for lead generation within your sales funnel. If you want to grow your business and increase sales (and who doesn’t?), you’ll want to learn these valuable tips for creating effective landing pages, utilizing best practices, and testing to improve your strategies.
Your landing page must exist in cohesion with your sales funnel, which is the bigger picture–many pages guiding the visitor in the direction you want them to go. If it doesn’t, your audience will likely pick up on the slight mismatch and bounce because something is confusing or a little off, leading to mistrust.
Design your sales funnel first. Your offerings could include two to four stages: the bait/lead magnet, frontend, middle, and backend (with an optional continuity program).
As a quick overview, you’ll entice customers with a juicy promise that you’ll deliver on. You’ll extend your first offer to them, which is your frontend offer. You don’t have to add your middle and backend offers all at once, but those will increase in value and cost. Read more about those in our previous blog.
Compared to websites and homepages, landing pages are more simplistic in their design elements. There’s less to navigate and discover because you don’t want to distract your visitor from the main point–to subscribe, sign up, or purchase. Your landing page should be:
You want clear, relevant messaging that evokes a sense of urgency so that your visitors act quickly, all in an uncluttered, distraction-free space. Now what? Let’s move on to the four must-have design elements for any powerful landing page.
Landing pages need a clear and prominent headline that speaks to the top benefit of your product or service.
How do you know what headline will hook your audience? It would be best if you did your research first. Run surveys and conduct feedback studies. See what your customers or your competitor’s customers are talking about online.
Understand your target audience by segmenting their demographics and pinpointing their issues. Develop customer personas for your varying sectors and map their customer journey (the various touchpoints they’ll experience).
Once you have a clear picture of who you are speaking to and what those potential customers value, you can write an attractive headline that gets to the heart of their pain points or highlights your value.
You have highlighted your most critical benefit in your headline. Now, emphasize the rest of your advantages in your copy. Add in some social proof, like your qualifications and expertise or customer testimonials, and voila!–you have compelling information that establishes you as a credible authority and your product or service as trustworthy and valuable.
Add videos, images, and graphics for more appeal and clarity. However, remember to keep your landing page simple. Too many visuals could distract the visitor and drag down your page’s load time. Use an appropriate amount and ensure they enhance your message.
Leave nothing to chance by prominently displaying a call-to-action button on your page. Prompt visitors to ‘Subscribe,’ ‘Add to wish list,’ ‘Contact Sales,’ or any one behavior you hope they engage in.
Once your landing page becomes part of your sales funnel, it’s time to test and revise. From your headline to the color of your CTA button, continue to assess and improve. Use a split testing process known as A/B testing to compare the success of one factor at a time.
When you’ve found the right blend of characteristics and elements, continue changing things and testing because audiences get bored seeing similar marketing setups. We all become desensitized to repetitive marketing campaigns, which is why marketing is an ever-evolving study and career.
Market your sales funnel. Promote your funnel on your audience’s most-used social media platforms. Send the link to your email subscribers. Connect with potential customers on B2B platforms. Once you get the ball rolling, you’ll increase organic traffic to your landing pages.
You shouldn’t have to become an expert coder or web designer to get your sales funnel or landing page off the ground. And luckily, you don’t have to.
Time-honored and proven funnel builders can help you create your optimal marketing funnel, complete with compelling landing pages, with little technical know-how. While you’re busy doing what you do best, let someone else help you on the technical side–look into a service to help you land more leads with your landing page.