Creating a landing page has never been easier.
There are templates you can buy that are designed specifically around conversion, you can hire a copywriting expert to craft engaging calls-to-action, and you can even purchase amazing graphics and images for your page’s hero image. It’s an amazing time for digital marketing!
While all of these are great starting points, they’re just pieces that make up the framework. Unfortunately, you can’t really buy everything your landing page will need to become high-converting and successful.
Even with drag-and-drop builders and automated features, there are still pieces that will need to come from you directly (and not just your landing page platform). It’s these elements of your landing page that need your experience and business goals! Tools will most definitely help you build the landing page, but there are still important decisions to be made.
There are five important questions to ask yourself when building your landing page:
Do you have a clear conversion goal set?
- Do you have a plan to drive traffic to your landing page?
- Do you have an offer and it is something your audience wants and needs?
- Does your landing page communicate why your offer is the best possible solution to your audience’s problem?
- When your landing page captures a new lead, do you have a way to follow up?
If your answers were “yes, yes, yes, yes, and yes,” that’s awesome – go build your page!
However, if there are some pieces missing then you’ll want to continue reading to help zero in your strategy for a successful landing page.
To help you review your landing page, I’ve also put together a free 64-point Landing Page Optimization Checklist you can download:
Now, let’s jump in! Check out these five landing page must-haves that money can’t buy.
1. What’s Your Conversion Goal?
Your landing page should be designed around a single desired goal.
Maybe it’s getting people to sign up for your newsletter, to follow you on social media, or it could be some sort of opt-in form submission or maybe a purchase – your goal is the action you want visitors to take.
But remember, this needs to be one conversion goal, not five!
A single conversion goal is also a must-have for proper measurement. You need this distraction free visibility with your conversion goal to ensure you’re driving a measurable impact for your business.
If your target is to “raise awareness” or “give visitors a personal touch,” that’s cool!
For landing pages though, you will need something that will help your business. Identifying specific actions you want your visitors to take is key, but that doesn’t mean you can’t also have off landing page tactics that help achieve your broader goals.
Maybe raising awareness is a goal, and your landing page might have a call to action to share your business on social media. It makes sense, but if you want to build a real connection, you would want to create a page that will drive subscribers to your email list.
Whatever your desired visitor action is, define how you will measure success so you can make sure your landing page is doing its part to hit your goals!
Stepping back to business fundamentals, how much revenue do you need to generate each month to maintain your business?
How many new leads do you need to drive in order to produce that revenue?
How much traffic will you need to generate to produce those leads?
Answering these questions will guide you to the actual conversion rate you will need to see on your landing page.
To make sure you’re hitting your goal, you’ll want to use something like Google Analytics to see how your landing page is performing. If you’re using a landing page platform like Leadpages, you can use their built-in reporting.
For example, I can log into Leadpages and see that one of my opt-in pages is converting at 42.24%.
If this was a sales page and I was selling something via Stripe (a payment integration with Leadpages), I’d also see my revenue presented under the Earnings box.
If your conversion goal is unquantifiable or unclear, it’s impossible to tell if your landing page is working as it’s supposed to.
(If you haven’t checked them out, try Leadpages for free. They’re who I use for my landing pages, see if they’ll be a good fit for you too!)
It’s important to take the time to carefully define your starting point, the positive change you’re aiming for, and track how your efforts are paying off.
2. How Will People Find Out About Your Landing Page?
Your landing page isn’t a fail video or a cat GIF – it’s not simply going to get found and go viral (no, don’t put a cat GIF on your landing page..). Before you launch your page, you want to have a plan on how you will drive traffic to it so you can start converting straight out of the gate.
Here are three high-impact channels that will help to drive traffic to your landing pages as soon as you publish them:
Social Media: Sharing your landing page to your social media accounts is a quick and easy way to get your followers to your page! If you already have followers on social media, they’ve bucketed themselves as having an interest in your business. Since they already have an interest, if they hit your landing page then it’s likely that they’ll convert.
Paid Media: Pay-per-click advertising and other online advertising objectives are amazingly effective at driving traffic to your landing pages! For example, by using Facebook Ads you can reach a highly targeted audience with the exact demographics and interests you want.
People who are already following you tend to convert better, however if you’re using paid search (Google AdWords) or paid social ads (Facebook Ads), you will make up for the lower conversion rate with much higher volume.
Guest Blogging: If you have a long-lasting ‘evergreen’ offer on your landing page, you will definitely want to link to it through your own blog or website. If you don’t have a ton of traffic hitting your site yet, you can consider writing a guest post for someone else’s blog that gets more traffic.
Before signing off on writing a guest post, you want to be sure your blog partner is cool with you linking out to your landing page. If it’s all good, place the link to your landing page in a spot that looks natural – usually you’ll see a link in a bio, a call to action at the end of the post, or possibly as a link, graphic, or button in the post body itself.
Once the post on someone else’s blog goes live, you will have helped them out by providing them with a great article for their site, and you will benefit from their web traffic clicking through to your landing page.
There are a ton of other ways you can work to drive traffic to your landing page, but these three are incredibly popular due to delivering quick results for almost any sort of offer (assuming your page itself is totally optimized)!
3. Is Your Offer Something That Your Audience Wants & Needs?
If you’ve dug into question one, you know the action you want people to take. But you also need to tell them why they should take it.
When it comes to creating any high-converting offer, you need to understand your audience! This means having a deep understanding of who they are and the stage in the conversion funnel they’re in.
Are they just starting their research or are they ready to buy?
Once you’ve done that, you want to design an offer that will help and speak directly to your target audience segment. If you want your offer to convert, ask yourself these questions:
- Is your offer aligned with the goals of your business? A general, crowd-pleasing offer used just to get people on your email list isn’t going to cut it. You want to target and capture the people who are most likely to become part of your customer base. Your landing page will be part of a natural pathway to that destination.
- Does your offer match the traffic source you’re using? If you’re targeting strangers on Facebook they’re probably not going to book an in-person consultation any time soon. But if you’re targeting people who are actively searching on Google for your kind of service then you might.
- Does your offer format match what your audience needs? People who are very busy might prefer something they can use quickly, whereas if someone is in research mode then they could be ready to go in-depth.
By keeping your target audience top of mind, what they need, and what you can offer to help them, your offers will be very enticing to visitors on your landing page!
4. Why Is Your Offer the Best Solution to a Problem?
It’s very likely that someone else on the Internet is providing an offer similar to yours.
This is why your landing pages not only need to highlight the solution you’re offering, but visitors need to understand why your solution is the best!
The more unique your can position your offer using your landing page copy, the more compelled your audience will be to opt-in.
There are two must-haves when it comes to high-converting landing page copy:
- Highlighting the specific problem your audience is experiencing, from their perspective
- The unique solution your product your service solves for that exact problem
Once you’ve clearly and concisely described your customers’ pain points, dig deeper and explain how your offer solves these problems better than any other solution.
Check out the example below. This is a landing page from Digital Marketer that does a great job instantly highlighting its audience’s pain point and the free downloadable PDF provides distinct benefits to the visitor.
The problem the audience is facing is not knowing who their ideal customer is. This is highlighted clearly at the top of the page and is both clear and concise. The solution, on the other hand, is thoroughly explained in the rest of the landing page.
The key benefits are called out above the fold with a bit more info below. This offer is unique in that it’s a free PDF ‘worksheet’ based on the teachings of Digital Marketer (and their experience), showing the visitor how they can determine their ideal customer and then incorporate the persona into their marketing campaigns.
Remember, you want your landing page copy to be as specific as possible so it drives more conversions. Stay away from buzzwords, generic consumer obstacles and general explanations.
5. How Will You Follow Up With Your Leads?
So, you have a conversion goal, you have a strategy to get traffic to your landing page, and you have started capturing emails from people who have opted in to the offer on your landing page.
Before you push any landing page live, make sure you have a plan in place to follow-up with your leads. Driving traffic and converting leads is hard work (and they’re not cheap!), so make sure that you have a long-term strategy to nurture these people.
Landing page tools are great for capturing leads, and many of them even have the built-in ability to deliver your lead magnet to your lead’s email directly. This is a great first step that automatically sends your links, videos, PDFs or templates to your lead.
While this is a great feature, you still need to keep the conversation going. A built-in lead magnet delivery feature isn’t going to do it for you – your lead would simply receive the lead magnet email, then you’ll have to cross your fingers hoping they’ll come back to your site to convert deeper.
This clearly isn’t going to work.
That’s why you need an automated plan that includes follow-up sequences to nurture your leads so they don’t get cold.
Specifically, you’ll want to have an integrated email marketing automation tool to run alongside your landing page. Email automation allows you to set rules that trigger detailed multi-email campaigns when a lead successfully signs up on one of your landing pages.
This is a much deeper form of communication that allows you to do a lot more than send a one-time email with your offer. You can further nurture your leads, provide upsells when the time is right, and work towards creating a deeper relationship overall.
This is also the strategy you want to take if you have a hefty offer, such as courses, long ebooks, a video series, etc. Breaking up larger pieces of content makes it much easier for your leads to digest. If you have a 30 chapter ebook, sending them a few chapters at a time via an email campaign is a great way to engage them while making sure they’re not overwhelmed by a large offering.
Take the time upfront to really think about your follow-up strategy. This will help you visualize the complete opt-in to delivery flow of your landing page, as well as the future communications you will have with your lead.
Now Go & Build Your Best Performing Landing Page Yet!
It doesn’t matter how powerful your landing page builder is, there is no out-of-the-box product that will build your strategy for you, and success most certainly doesn’t come easy.
Take your time to really think about the goals of your landing page. Once you’ve figured out how your landing pages can work for you to meet these goals, you will see major conversion growth (and your landing pages will be much easier to build down the road).
Experiencing roadblocks on your way to landing page success? Let me know in the comments or in the chat box below and I’ll help you however I can!