Landing pages are single page “mini-sites” with one specific goal or objective. They often act as a sales page to present some offer to a target audience. They’ll have clear call to actions (CTAs) and should stay on message without having any outside, irrelevant distractions. This post will walk you through how to make a landing page in 7 simple and profitable steps – regardless of your industry.
Before we get in too deep, I’d like to briefly go through a few key vocabulary and phrases for anyone that’s unfamiliar with landing pages, internet marketing or online sales.
OK, now that we’ve got some basic keywords out of the way, let’s dive in and look at how to make a fully optimized, high-converting landing page for your next sales or lead generation campaign!
- Identify Your Objective
- Identify Your Audience, Offer & Messaging
- Choose A Landing Page Builder
- Design For Conversions & The User Experience
- Add Your Text, Creatives & Email Integration
- Don’t Forget The Legal Stuff
- Launch, Test, Monitor & Segment
*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…
1. Identify Your Objective
All campaigns, sales funnels and successful landing pages start with understanding and clearly identifying your objectives. To be clear, your objective is the result you want from your landing page.
An obvious one would be to make sales. But landing pages are useful and recommended for a variety of marketing and business goals.
Here are some more common objectives people will have when building out a landing page and sales funnel campaign:
- I Want to Grow My Email List
- I Want to Generate Leads Using a Lead Magnet
- I Want People to Make a Purchase
- I Want People to Register For A Webinar
- I Want People to Engage With My Content
- I Want Generate Traffic & Brand Awareness
So this first step is a critical jumping off point that will guide and direct the rest of the process. Building an effective landing page is not just a pretty design and enticing offer, it’s an alignment of that offer with a specific target audience, customized messaging and a clearly identifiable objective.
Businesses, entrepreneurs and marketers will often have a collection of many landing pages, all operating within a larger sales funnel matrix.
So it’s important to be specific, niche and to stay on message for each landing pages; don’t go off topic and try to complicate things by adding too much information and too many buttons.
Stay on message and remember that each individual landing page should have only one, specific objective.
Here’s an infographic of a typical sales funnel and how landing pages fit in:
So once you’ve given your objective some thought and you understand exactly what result you want to achieve from your landing page, then you’ll be ready for the next step.
Here’s a great article on landing page types and identifying your objectives!
2. Identify Your Audience, Offer & Messaging
To continue with the theme of specificity, once you’ve identified your objective, you’ll want to also clearly identify your target audience, the offer you’re presenting and your messaging.
As a general rule of thumb, focus on solving a specific problem or pain point that your target audience is facing and clearly present your solution (i.e., your offer) to that problem via your headlines and messaging.
If you can make an irresistible offer that solves a real problem for your prospects, you’ll be a step ahead (check out the recommended read section below for more information on offers!).
It’s also important to keep your messaging and offer consistent throughout your sales funnel. Talk about the customer transformation and how your offer is providing a quick solution to their problem(s).
For example, if you’re offering a free downloadable guide on how to get your dog to stop barking in just 30 minutes, then be sure that you’re consistent in this value proposition from start to finish and don’t change your messaging or add new argumentative points and angles. This will just confuse people.
Recommended Read: Crafting An Irresistible Offer
3. Choose A Landing Page Builder
OK, now that we have the prep work out of the way, we can move on to the more exciting stuff – the actual landing page! Although it’s possible to build landing pages using your existing website host (such as WordPress), this will require additional time, plugins and technical know-how.
As such, my recommended approach is to opt for a software that specializes specifically in building high-converting, fully optimized landing pages and sales funnels.
Most of these platforms have a suite of useful tools, such as automating your landing pages, using beautiful pre-designed templates and split-testing your designs for optimization purposes.
Of course, many landing page builders require a paid subscription, but since I’m awesome, I’ve put together a short list that includes both free and paid services:
- UCRAFT (free)
- Simple landing page builder with intuitive drag-and-drop editor and great premium benefits if you upgrade (premium plans start at only $10/month)
- MAILERLITE (free)
- Fantastic email autoresponder with simple, no frills landing page builder
- LANDINGI ($11/month)
- Build full sales funnels, invite team members for collaboration and create client sub-accounts and automate with its landing page scheduler and a built-in email responder
- LEADPAGES ($25/month)
- Builds websites and landing pages and users can create Facebook & Instagram ads directly inside their dashboard
- BUILDERALL (free)
- Full sales funnel builder, email marketing, blog & app creation tools, ecommerce solutions, text/script generator, mockup editor, membership site options, automation tools and a full suite of business/marketing resources
- HUBSPOT ($50/month)
- A full CRM, email autoresponder and business and sales software platform
- UNBOUNCE ($79/month)
- Manage client sub-accounts, landing page scheduler, dynamic text replacer that automatically customizes your landing pages to users based on their previous actions, AI based automation to match visitor with the most relevant landing pages
- CLICKFUNNELS ($97/month)
- Full sales funnel builder, built-in email autoresponder, create your own affiliate program, unique affiliate program allows anyone to get a free car for referring 100 new customers, a highly engaged community and excellent training material and support
- KARTRA ($99/month)
- Complete business and marketing automation platform, create memberships, funnels, videos, affiliate programs, landing pages, email and much more
- INSTAPAGE ($199/month)
- Advanced real-time team collaboration platform, dynamic text replacement to automate and customize landing pages to customer segments, Instablock features lets you save any portion of a template for simple reuse, directly connect and automatically send data to your email and CRM (i.e., no user data is ever stored on Instapage)
Further Reading: How to Choose the Best Landing Page Builder
4. Design For Conversions & The User Experience
Once you’ve decided on your landing page builder, you’ll want to spend some time learning the various buttons and features. Then you can start designing your first project.
First, probably the simplest and quickest way to hit the ground running is to use one of the done-for-you templates.
You can easily customize these designs to suit your brand, objective and offer.
So when choosing or creating your design, keep your objective, offer and brand in mind so that your page is relevant for your overall campaign.
For example, does your color and design match your offer and industry?
Going deeper, if you’re offering some for free that’s uncomplicated and easy to understand, then you probably don’t need to have a long-form sales page with too much information.
However, if your objective was to eventually sell a high-ticket item (like $1,000+), then you would probably want to introduce more information and warm up your target audience with more copy.
Also test the page yourself. Imagine you were a customer. Is it obvious and clear as to exactly what action you want your prospect to take?
This is why it’s important to optimize, such as placing a clear, big call to action button at the top of the page that’s complimented by an on-message statement related to the core offer.
Here are some best practices for increasing conversions and creating a better user experience:
- Have a Clear Call to Action (CTA)
- At least one at the top and one at the bottom
- If your sales page is longer, have additional CTA buttons scattered throughout your script in appropriate places
- If Possible, Use Video to Increase Engagement & Conversions
- Stay On Message & Don’t Have More Than One CTA
- Mind Your Mobile Layout
- Make Multiple Variations to Split-Test For Optimization
- Research Your Competitors For Inspiration
Recommended Read: 12 Ways to Optimize Your Landing Pages
5. Add Your Text, Creatives & Email Integration
Once you’ve got your design and layout set up, you can start putting in your text and creatives. Remember to stay on message and match your headlines to the rest of your sales funnel. Make your headline enticing and have a clear image or video that represents your core offer.
Also include a big CTA button, and ideally keep this core information all above the fold (i.e., the area you see without having to scroll down).
You’ll have just a few seconds to catch your prospects attention and make them stay on your page longer and hopefully perform a desired action, so present your enticing offer clearly and quickly and speak to the transformation they’ll be getting.
More often than not, your landing page(s) will require some sort of opt-in where your prospects will need to first put in their email in exchange for your offer.
This is when you can set up and integrate your email autoresponder (provided you have one) within the settings of the landing page builder.
If you don’t have an email autoresponder, check to see if your landing page builder has simple email automation built-in (sometimes they do, such as with ClickFunnels).
Otherwise, you can sign up for a totally free account with Mailerlite, which also has a landing page builder as part of the platform.
If you need help to integrate your email into your landing page, a quick Google search should yield useful resources, otherwise search around your dashboard for any buttons related to integration and/or email set up.
6. Don't Forget The Legal Stuff
OK so if you have a website (or any sort of business for that matter), then you know the importance of having your legal documents sorted out. And this is also the case when it comes to your landing pages.
This step can be easily overlooked, but it’s important to not only maintain the integrity and ethics of your landing pages and brand, but to also remain compliant and legal.
If you need to set up legal pages for your website, check out this resource for free templates!
7. Launch, Test, Monitor & Segment
So here we are, with our landing page designed, optimized and ready for showtime. So I should mention here that once you’ve built your page, the process is not finished then. You’ll want to continually
- Test new designs
- Build new pages & segment them based on different customers & retargeting objectives
- Monitor existing pages for key performance indicators
Building out successful landing pages is a pretty straightforward process these days, thanks to powerful software solution and automation tools.
Still, if your first landing page is less than ideal, just remember to keep building, testing and trying new strategies – surely, you’ll improve your skills quickly.
As a final takeaway, I like to remember the adage less is more. It can be easy to lose sight of our objectives and to over complicate things, so just keep it simple and don’t’ over-explain.
Happy page building and thanks for reading!
Let me know in the comments if you’ve ever tried building any landing pages before! Do you think landing pages are necessary or do you think we can use a website?
- Landing Page
- A landing page is a single page, made exclusively for a specific offer or marketing campaign
- It is the page where a visitor will first arrive and it will have a single goal or purpose
- Sales Funnel
- A sales funnel is the full sales process of finding a target audiences, warming them up and funneling them forward through the buying journey
- The goal is to convert these prospects into leads and eventually paying customers
- Call to Action (CTA)
- Call to actions are specific actions that you want your visitors to take
- They’re often presented as a button that will take the prospects to the next stage of the sales funnel
- Landing Page Optimization
- This refers to steps and actions taken to ensure your landing page receives the highest frequency of conversions and engagement
- This is an ongoing process that involves testing, data analytics and design improvements
- This is any action that you want your prospects to take
- A conversion can be someone visiting your landing page or completing an actual purchase
- Email Autoresponder
- This is a software that lets users build email lists and set up automated email sequences
- It’s an extremely useful tool for email marketing and highly recommended for any business
- Customer Transformation
- This refers to the after effect that a customer will experience if they should use your product or service
- All customers make purchases to avoid some pain, to solve some problem or to achieve some desired transformation.
- Also referred to as A/B split testing, this is when you test two or more different landing pages within the same campaign
- Most landing page software will have this function built-in
- This refers to your images, videos and any other visual components within your landing pages and/or advertisements
- Lead Magnet
- This is typically some type of free or enticing offer that prospects can claim in exchange for giving an email
- It’a great list building strategy and a quick way to warm up cold traffic
- It quickly builds trust and moves prospects along the sales funnel journey
- Traffic Source
- Traffic refers to actual website (or landing page) visitors
- So traffic source refers to where those visitors are coming from (email? advertisement? Google?)
- Customer Segmenting
- Segmenting your customers means separating them into distinct groups based specific characteristics or the particular stage they are on in your sales funnel
- Marketers often segment based on previous actions (or inaction) taken with your ads, landing pages and websites
- Customer Retargeting
- Customer retargeting means sending customized followup ads and emails to your segmented customers based on the actions they took or didn’t take from a previous contact point.
- For example, some visitors may only view your landing page offer, while others may view your landing page plus start the actual buying process
- Of course you’d want to send these customers two distinct (and customized) retargeting ads