What comes to your mind when I say landing page?
I bet it’s one or a combination of these thoughts…
- It’s crazy expensive
- Landing pages = Lead pages
- Landing pages are only for those in the marketing niche
- Landing pages are only used to grow your list
- Landing pages are super complicated to set-up
Landing Pages Guide
In this post, I hope to break some of these misconceptions.
Cost of Landing Pages
Let’s start with cost.
How much do I pay each month for my landing page tool?
Landing pages should not break the bank.
I’m a fan of tools that charge a one-time fee…And that DON’T compromise on ease of use or function.
Two landing pages that I highly recommend and have used are:
Both are highly customizable and have templates that grow with your brand.
9 Ways to Use Landing Pages
In this post, I’ll show you 9 different ways you can use landing pages to grow your brand and income -and I’ve used them all. I’ll also go into conversion hacks or tips so that you optimize the use of that landing page.
And yes, there’s more to a landing page than just using it to capture email addresses.
I’m not going to cover what a landing page is because I talk about that as well as the features of a landing page at this post.
Need a landing page checklist? Grab it below.
#1 The Obvious Landing Page – Opt-In
Let’s start with the one we are most familiar with – the opt-in landing page.
Primary Goal: Capture visitor email addresses
Every single element on that page works towards convincing the visitor to sign-up for that opt-in freebie or lead magnet.
- Don’t convince them of the problem on the landing page. The problem has to be something they already identify with and know needs to be solved
- The headline should tell the reader what the opt-in incentive is about in the first 5-10 seconds
- Sub-title explains the headline
- Have a bullet modifier that introduces your bullets
- Bullet points should slice deeper into what they’ll get out of the opt-in incentive
- The language used on the landing page should be that of your audience. Use words that they can identify with
- Have brag elements? Testimonials, logos or social media screenshots? Add them in.
Here’s how some of these 4 elements are presented on a sample Bluchic Opt-in page template.
Here are 2 opt-in landing page examples from students of Email Lists Simplified who are not in the marketing niche.
#2 One-time Offer / Tripwire Sales Page
I talk more about how the one-time offer/tripwire page gave my income a boost at this post.
Primary goal: This page is usually presented after someone signs up to your list or early on in an email sequence.
A tiny product called a tripwire which is usually less than $20-$30 is presented to the new subscriber and the objective is to turn that new subscriber into a buyer as soon as possible.
A person who has bought from you once before is likely to buy from you again. The tripwire is an impulse buy that seems too good to miss out on. It’s a no-brainer purchase and something the subscriber knows they want and need.
- Give clear instructions so as not to confuse the reader. Where’s the download they signed up for? Why are they on this page?
- Grab their attention immediately with an enticing headline
- A mock-up or visual of what your offer looks like is extremely helpful
- A timer to make it clear that this is a one-time offer. A ticking timer drives that impulse buy
Here’s how each of these 4 elements are presented on a sample Bluchic one-time offer/trip wire sales page
Here’s another example from one of my own tripwire pages.
#3 VIP page for upcoming launch
A VIP page can be created for a launch of a book, service or digital product.
Primary Goal: A VIP or interest page is used to stir curiosity and generate an interest list.
It allows you to see how many people are actually interested in your upcoming launch. It can even give you a gauge of how many sales you can expect to have.
- Use the same headline as you would on your sales page. This is for continuity so that readers’ expectations from VIP to sales page are met.
- Testimonials of the launch product or service
- Teaser bullets of what they can expect from the course
- Why should they sign-up to be a VIP? (Best price, special bonuses, additional incentives?)
#4 Thank You Page
Primary Goal: Your thank-you page can have a few goals and it depends on which are important to you.
- To add credibility?
- To increase your following on a particular social platform?
- To promote your opt-in freebie or lead magnet?
Based on that, add 2-3 elements at most to your thank you page.
- Confirm that their request has gone through and that they are indeed signed-up or about to receive what they wanted
- Share links work to your benefit because they help your opt-in incentive or challenge reach more people.
- What should they do next?
– Nudge them to confirm if you have double opt-in
– Check out other best posts of yours
– Check out something else
Here’s how these elements are presented on a sample Bluchic thank you page template
Two of my favorite thank-you pages are from Renee Shupe …
…and Bushra Azhar of The Persuasion Revolution.
#5 Guest Post/Author Page
Guest posting played a huge role in growing my audience as well as authority in those early days. I attribute much of that to strategically using my author bio.
The author bio is your little piece of real estate given by the host. It’s usually placed at the end of the guest post so that readers of the site can find out more about the guest poster.
Here’s how it looks:
But here are 2 huge mistakes that I see guest posters making:
1. link used in author bio points to the homepage where reader wanders around to never subscribe
2. having too many links confusing the reader who ends up not clicking on any
Always have your author bio link straight to your landing page.
Primary Goal: Capture traffic from your guest post and convert them to subscribers
- Create Familiarity. Are they in the right place? Call out to the host’s site so that they know they are in the right place.
- Plus points if an opt-in incentive is related to the post they just read
#6 Subscribe Page
Primary Goal: A subscribe page is similar to an opt-in landing page but is there purely to promote your email list.
I used to have a subscribe page which I linked to on my navigation bar.
I also used to link to my subscribe page in the author bio of guests posts which don’t have a related opt-in incentive.
For instance, for a guest post on Addicted 2 Success, I linked to my subscribe page in my author bio because none of my existing content upgrades or opt-incentives related directly to the post.
- A bold headline which preferably calls out the audience you want
- What exactly do they get by subscribing?
- Why should they subscribe? Brag elements go in here
#7 Webinar Page
Do you know that you can host a free webinar on your site using Youtube Live? You can add a touch of professionalism with a webinar landing page.
Primary Goal: Distraction free page to watch your webinar and link to the sales page for the product you’re promoting/to download a free resource
- Headline of what the webinar will be about
- How long is the replay available for or if there will be one
- A clear spot for your video
- A distinct button for their next action step
Here’s how each of these 4 elements are presented on a Bluchic webinar page template
#8 Sales Page
You will not believe how many sales pages I’ve seen which aren’t actually sales pages.
Primary Goal: Bag that sale!
But I’ve seen plenty of sales page with links to blog posts and opt-ins.
Your sales page should not give your reader different choices. If you do, your conversion rate is going to be pretty low.
- An attractive headline
- Bring attention to the problem
- Bullets that tease the product
- Why they should trust you with the topic of your product
- How exactly does your product get rid of the pain point
Remember, people don’t buy ‘feeling confident’, they buy the results that come from ‘feeling confident’.
Always remember this when you’re crafting your sales page.
#9 Coming Soon Page
What do you do when you want to grow your email list but you haven’t launched your site yet?
That’s where a coming soon page comes in. It builds hype for your site while you’re busy working on it at the back end.
Coming soon pages can be used in a variety of ways
- Unveiling a new site or business
- Unveiling of a new site or business after a rebrand
- Reveal of a new product
- Countdown to a huge promotion or sale; and more
This page over at Seedprod gives you plenty of coming soon page examples.
Primary Goal: The goal here can be a few things. To capture traffic or to get the word out about your new site or business. It could also be a combination of these.
- An attractive headline
- Why should they be excited? (build hype)
- Social share links
- Opt-in form
- A timer to show exactly when you’re launching
Don’t let cost stop you from using landing pages in your business
There are plenty of ways to use landing pages to grow your business. Don’t let cost stop you from using these.
Which landing page type are you excited to try out? Which ones have I missed?