You’re freaking out…
You thought landing pages were reserved for the tech savvy pro-bloggers with the money to spend…
But now you’re hearing that you may need one too or your list growth is pretty much doomed…
Maybe you just don’t see how a landing page is different from an opt-in form on your site?
Well, both collect email addresses. They do the same job, so what gives?
Or you think you need to pay an arm and a leg for a landing page tool…
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?
I hear you!
I’ve had each one of those thoughts before I got started with landing pages.
And here’s the thing: You will lose out on a big chunk of subscribers if you’re not using 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.
But it’s easier than you think to get started.
In this post, I’ll show you
- Why landing pages are important
- Elements that you need to craft your landing page
- Examples of landing pages in action (all of which convert at 30+%, and
- How to create your own landing page.
I’ll hand-hold you through the entire process with videos so you don’t get lost.
Thinking of crafting your first landing page or want to revamp your existing one? Download this landing Page Checklist.
What is a landing page?
A landing page is a distraction free page.
This means that there is no navigation menu, footer and no links to your blog, your ‘about me’ page or blog posts.
Sales pages and webinar pages can also be landing pages.
So different landing pages have different goals.
The main goal of the landing page we’re talking about in this post though is to get opt-ins or sign-ups for your email list.
Why is a landing page important?
To answer this, let’s take a step back, view the the entire list building process and see what’s the role of the 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.
Step 1: Opt-in Freebie – Create an opt-in freebie that addresses what your target audience wants
Step 2: Landing page – Get the reader to sign-up for your offer
Step 3: Thank you page – Nudge the subscriber to head back to their inbox and click ‘confirm’ on your email
Step 4: Welcome email – Introduces who you are and what you do. In some cases it delivers your opt-in freebie as well.
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
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.
Echo your target audience’s words and pain points
If there’s one thing you take away from this post, let it be this.
Your landing page should be a reflection of the words and sentences your target audience uses to describe their pain points.
They should not be the words that you use.
Often this is where there’s a mismatch and this is why landing pages don’t convert.
Linger around Facebook groups and see the words that people use in relation to the problem that your opt-in freebie is solving.
Copy these words down and use them on your landing page.
When you do so, your target audience recognizes and identifies the problem immediately. You opt-in freebie also becomes more attractive.
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 isn’t 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 thousands.
Here’s how you set-up a landing page in Convertkit. The video below hand holds you through the set-up.
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 for different types of landing pages: 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.
And the beauty of the plugin?
It grows with your business. As you add more products, conduct webinars and live events the templates available will come in handy as you do all of that.
The videos below show you how to set-up the thrive plugin and how to create your first landing page.
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?
Want to dive deeper into the concepts here? You will love my ebook Opt-in Blueprint.