The one thing that holds for all sales funnels is the Landing Page. Intentionally Inspirational works with people and businesses who are trying to improve their sales funnels. Either they’re getting a lot of page clicks, but not many sales are being generated off of those clicks or they’re getting no clicks and so they’re getting no sales. There are a lot of things that can be going wrong that are clogging up the sales funnel.
What is a Landing Page?
It is a web page that’s designed specifically to make the sale. It’s called a Landing Page because it’s where a user lands when they have clicked on a link, a Google Ad, a Facebook ad, etc. The entire purpose of it is to create a Call to Action which will ideally translate into a sale.
What is the difference between a Landing Page and a Home Page?
Do not confuse a Landing Page with a Home Page because they’re two different things with different purposes.
A Home Page is the main page of a website. It includes links to all of your content, such as blog posts, contact information, services, etc. It tells the world what your company is all about.
A Landing Page has one purpose only, to make the sale. It cannot be cluttered with links and information, it has to only contain the content necessary to sell your product or get a visitor’s contact information.
Never use a Home Page as a Landing Page or vice versa.
Types of Landing Pages
In most cases, there are two different types. There’s the lead generation page and the sales page.
Lead Generation Landing Page
A lead generation landing page is designed to help you build your mailing list. This page is all about gaining contact information from visitors.
The Call to Action on the lead generation page is a request for an email address or mailing address so that the visitor can receive more information, a free download or something else that helps you start a relationship with the visitor.
Sales Landing Page
The sales landing page is designed to help you make the sale. You spend a good portion of this page selling the visitor on your product. At the end of the page, the Call to Action is the sale of your product. This can be something along the lines of an eBook download or an online course.
The Do’s and Don’ts of Creating a Landing Page
Creating a Landing Page is open to interpretation, but there are some do’s and don’ts that should be followed to make sure yours stands out.
DO Give Something Awesome in Return
This one works well when you’re trying to get someone’s contact information. For example, “Click Here to receive my free online course on Underwater Basket Weaving”. That email address is payment for the awesome course.
Think of that email address as currency. Is a person willing to pay with their name and email address to access your content? You need to offer a good deal that they think is worth the price.
DON’T Clutter the Page with Links and Buttons
You have brought this visitor to this page for one reason and one reason only, to make the sale or get his or her contact information. If you give that visitor too many options to click and go elsewhere, he or she may leave before completing the task. Limit the number of chances you give that person to leave.
DO Keep it Short and Simple
The easier it is for the person to understand what you’re asking for him or her to do, the better. Limit the number of form fields you have. Get rid of the extra copy. Make the page direct, straight forward and easy to understand. The less confusing the page is, the fewer people you have navigating away from your page.
DON’T Try to Sell More than One Thing on a Landing Page
This goes along the lines of keeping it short and simple. Your page needs to be as uncluttered as possible and as direct as possible. You want to have only one ask on your Landing Page to keep it as simple as possible.
DO Make a Video
Writing is the easiest way to share your story, but it’s not the method everyone prefers. If you make a video, you’re more likely to snag those customers who don’t want to read giant blocks of text. Videos along with text make it more likely that you’ll gain more conversions with your Landing Page.
DON’T Use a Boring Call to Action
It’s very easy to use a Call to Action that says “Sign Up Here” or “Submit”, but that’s boring. You need to make your Call to Action as exciting as possible so that visitors to your page are excited about what they’re receiving. If you’re excited, people are more likely to be excited as well.
DO Show Social Proof
I took this one from marketing guy Neil Patel, who says social proof is one of the key ways to gain conversions from your Landing Page.
Social proof includes things like testimonials and success stories.
DON’T Stop A/B Testing
The best way to maximize the conversions on your Landing Page is to continually be updating the Landing Page. A/B Testing allows you to see how visitors respond to changes in your page. You can find out if they like option A or option B more. By A/B Testing, you’re able to determine which parts of your Landing Page yield the best results.
If you’d like a walkthrough of A/B Testing, just check out this post on Intentionally Inspirational.
Written by Erika Towne