Is the thought of creating a landing page freaking you out?
Maybe you just don’t see how a landing page is different from an opt-in form on your site when both do the same job of getting people to sign-up.
You think you need to pay an arm and a leg for a landing page tool and this should be reserved for ‘pro bloggers’, not you….
Or the tech aspect is keeping you from getting started with one….how do people sign up and magically have their email addresses show up within their email service provider?
If you’re not using landing pages to grow your list, you’re losing out on a big chunk of subscribers.
You may still have subscribers coming in through your content upgrades, home page or side bar, but you’re letting many of them slip through the cracks.
In this post, I’ll show you (1) Why landing pages are important (2) Elements that you need to craft your landing page (3) Examples of landing pages in action (all of which convert at 30+%, and (4) How to create your own landing page.
Why landing pages are important
The conversion rate of a landing page is a lot higher than that of any other page on your site.
A landing page does not have any other external links. There are no links to your blog, your ‘about me’ page or blog posts.
A landing page is not meant to have a link heading anywhere else because the main goal of your landing page is to get someone to sign-up for your email list.
You can have your logo and your ‘hero’ shot, but nothing else.
The role of your welcome email is to tell the new subscriber who you are. That’s not the job of your landing page.
Each aspect of the entire list building process has a role to play. Even if one part is out of sync, you’re going to let subscribers slip through.
Landing page – Get the reader to sign-up for your offer
Thank you page – Nudge the subscriber to head back to their inbox and click ‘confirm’ on your email
Confirmation Page – Deliver your opt-in freebie. In some cases, once they click ‘confirm’ the subscriber is able to instantly download your opt-in freebie like it is in Convertkit.
Welcome email – Introduce who you are and what you do
When you have a dedicated landing page that you send people to, you don’t risk them getting lost in a sea of pages on your site.
Each opt-in freebie should be housed on a landing page.
Someone asked me if content upgrades should go on landing pages too. And my answer is: why not?
If you see a content upgrade doing well in terms of conversion, you can create a landing page for it and then go on to promote it.
Elements you need to craft your landing page
To craft your landing page effortlessly and not have to stare at a blank template for long, you need the following elements:
- The title of your opt-in freebie
- The hook of your freebie
- What is the main benefit or main promise of your opt-in freebie
- The topic that your freebie focuses on (e.g. freelance writing, time management, meal planning etc)
- What does your freebie teach/or what will they learn out of it?
- What pain points or problems does your opt-in freebie solve?
- What will they achieve or overcome by consuming your opt-in freebie
- A screen shot, mock-up or visual of your opt-in freebie
If it’s a sales page (which is also a landing page) you will have several other components like a detailed author bio, your story line, the pricing table, bonuses, time sensitive components etc.
Once you have these elements, it’s easier to plug them into the different sections of your landing page.
There are different landing page templates but most of them have these 4 main portions:
- Descriptive Sub-head
- Bullet points
- Opt-in form portion
I am using a Convertit template to illustrate this.
I go into detail about how you can optimize each of these sections in my eBook.
Examples of landing pages that convert at 30% and above
The first example is from Summer Tannhauser’s The lady Boss League.
This landing page converts at 60+%. There are lots of things that are working for this landing page.
- Captivating headline which tells you the benefit of the opt-in freebie at a glance
- The subhead clarifies the headline and describes the offer in further detail
- Each of the bullet points act a mini-headline
- An attractive mock-up of the opt-in freebie.
The second example is from Caressa Lenae‘s Sales Page Funnel opt-in.
- She has an attractive mock-up and a very specific benefit with a timeline.
2. She addresses the pain points of her target audience.
3. She explains clearly what they will get.
4. She also includes a final call to action and a short bio.
The next landing page is from Amber Creative Co. It’s a different style and the copy on the page jives with the challenge that she’s promoting.
It states clearly what they will be getting into with the challenge and what to expect.
Now that you know what goes into a landing page, how do you actually create one without letting the tech aspect frazzle your nerves?
How do you create a landing page?
There are paid and free tools available. But I haven’t come across a free tool that’s as robust as and can replace a paid landing page tool. The one that comes the closest is Ontrapages. But this doesn’t have a direct integration with your email service provider, meaning you have to manually upload the CSV file into your email service provider’s back end.
The most popular option out there is Leadpages. It comes with a whole slew of features and templates but it charges a hefty recurring monthly fee of $60+. If you’re not a fan of recurring charges, which I’m not like I mentioned , this is not an attractive option.
You can first turn to your email service provider. Many email service providers come with a free landing page option. Convertkit gives you access to 4 landing pages.
These are simple but they do the job. I’ve solely used these landing page templates to grow my list to a thousand plus.
Here’s how you set-up a landing page in Convertkit.
You choose landing pages within your Convertkit dashboard and create your page.
Convertkit has a free WordPress plugin that you can install.
Once you do that, create a new page in WordPress and save it as a draft. Scroll to the bottom of the page and you will see the Convertkit options.
Choose the name of the landing page that you just created from the drop-down option. Once you publish this page, anyone who accesses the link to this page will see the landing page the you created in Convertkit.
But if you’re looking for more options, a plugin that packs a punch is the Thrive Landing pages plugin.
It comes with 150+ templates and have one for every part of the sales funnel….Lead generation landing page which is what we discussed above, a’Thank you’ page/confirmation page and sales pages with the option to add videos.
It takes a while to get used to the interface but the drag and drop builder makes it really easy to create landing pages.
It costs a one-time fee of $67 for a single site.
Once you have activated the plugin, here’s how you create your first landing page.
You go into WordPress > Add new Page > Name your page > Safe as draft
You should notice a button ‘Edit with Thrive Content Builder’ just below the title.
Once you click on the button, a blank page shows up like this with a Thrive Landing pages toolbar on the right. Click the ‘drop down’ and select ‘Choose landing page’.
You will then see several templates for you to choose from. Click ‘Lead generation’ on the right.
Pick your landing page and select ‘Load landing page’ at the bottom.
This loads the landing page for you and you can now edit it.
Editing the landing page is as simple as clicking on any portion which will open up a window with customization options.
What I want to point out to you though is how to connect the opt-in form on the landing page template to your email service provider.
Once you click on the opt-in form portion in the template, you will see a ‘Connect with service’ in the pop-up.
Once you click on that, you will have the option to choose from existing connections and Thrive has connections will all the major email service providers from Mailerlite, Mail Chimp, Aweber to Constant Contact.
Choose which list you want to connect the form to and ‘save’.
Once you’ve made all the changes to your template, click ‘Save changes’ and close the ‘Thrive Content builder’.
You will be back in your WordPress dashboard where you just have to click ‘Publish’ and your new landing page is ready for promotion.
Get creative with your landing pages
You don’t have to restrict your landing pages to only your opt-in freebies.
I have used a landing page to create my ‘subscribe page’. There are others who use landing pages for their services page and ‘about me’ pages and some who even say that every page should be treated as a landing page.
The idea is to reduce the distractions on your site and make it easy for someone who is interested in your offer to raise their hands and say ‘I’m in’.
What’s stopping you from creating your landing page or what do you hate about the process?