How to Use Landing Pages to Boost Your Business
Your email list is huge in business. (Okay, so it’s not actually a huge list, but it’s huge in terms of importance.)
You know you need people on that list to make sure you have a group of ideal audience members who are interested in your products and services. A website is where you can quickly and seamlessly gather email addresses from prospective clients. It’s where you can build excitement about your launch and start fostering a relationship with your audience.
But as a new business owner, your budget for putting together a website is slim (to none). And that might be where your technical skills are too.
Using a landing page is a great way to start establishing an online presence as you collect email addresses, make sales and build up your business. But even seasoned business owners can benefit from a landing page.
So what is a landing page? It’s simply a page online where people land. It stands alone, separate from your main website (if you have one) with no ties to that website. It’s a separate entity entirely. Unless you send your audience there as part of your call to action in the landing page.
Before You’re Established
Facebook is a great place to start growing a following, but there’s really no way to collect email addresses there without a third party (a website, an email provider, etc.). A landing page gives you a true online home (because you’re just renting from Facebook--it owns all your content).
Give your visitors an option to book a discovery call, drop their email address or send them to your social accounts. But keep their options limited to one thing you want them to do to help increase your conversion rates. Too many options and your audience won’t know what to do, so they’ll do nothing.
When You Have a Specific Program
For more established business owners who already have a website, a landing page is a great way to funnel your audience down to get them to read or do something specific.
If you have a specific program you want to build awareness around, you can send audience members to a landing page from Facebook ads, Instagram, wherever your audience spends time. Ask them to drop an email address to receive a notification when your program goes live.
Again, don’t give them too many options on the page. The more options you give, the more likely your audience is to do nothing.
My Favorite Landing Page Platforms
Below is a list of my favorites for producing professional and profitable landing pages. You will get a step by step walk through for setting up landing pages in ConvertKit. If you are in Mailchimp and have been wanting to change to ConvertKit,* I would do it. I was using Mailchimp for at least 5 years and just made the switch. The fact that they have easy to make landing pages, makes switching even sweeter!
This walk through pairs with Squarespace, which I highly recommend as a website platform. I also switched from Wordpress a year ago and have NOT looked back!
*This an affiliate link, which means if you sign up, I get a little extra $ to buy my kids a milkshake. But, be assured that I only promote the things that I love and absolutely help grow my business!
I love this one for one simple reason: It is already linked to your email account, BECAUSE it is your email account! You can choose the landing page option when creating your opt-in style.
• Go to FORMS and click the +Create Form Button. When you do that, you will get this...
Click on the A LANDING PAGE option. You will then be taken to this:
My favorite is the one in the bottom left corner. Why? Because placing an image that has a person (images of women have a higher click through rate) looking at the opt-in box produces more clicks. So, when finding an image for that landing page, use a woman looking in the direction of your call to action.
Next, click the image box with the mountain and add the image that you want to use. It won't look like it will in the actual landing page until you click the VIEW button above the landing page, so don't be concerned after you upload your image and it looks strange. Your final landing page will look similar to the one below. To get the actual landing page into Squarespace, I take a screenshot of the final design and place it into my blog post, just like I did here. If you click view in ConvertKit, you can copy the url from the internet search bar. Next, you will want to embed the link by pasting it into the click through box at the bottom of the image upload box in Squarespace.
If you click the image above, the embedded link will lead you to the image above and allow you to opt-in for the free download. The image above is a real landing page, so if you need a project notebook you can opt-in and also see the process your own audience will go through.
In Squarespace language, it is called a Cover Page. Click on that. Choose from a selection of templates and customize it to fit your brand. Follow the anatomy of a Landing Page below and you will be growing your email list and your business strategically and in style.
This is perfect for those of you that don't have a working website yet. When I was re-designing this website, I wanted to create a buzz for my upcoming launch. In my search, I found Pat Flynn. He recommended Landing Page sites and LaunchRock was one of them. I loved it. I didn't have a website yet and could put a call to action that lead readers to opt-in to my email list. Before my website was even launched I had people signing up for my email list.
To really grow that list you need an Opt-In Freebie or a Content Upgrade to encourage your ideal audience to hand over their precious email address. Read my blog post about those here.
Anatomy of a Landing Page
Landing pages have a certain look and feel about them and there are some “best practices” that you need to know.
Because a landing page is separate from your website, include an image of yourself so your audience knows they’ve landed in the right place.
Arrange the image so you are looking toward any text that’s on the page. Typically, the graphic should go on the left.
Any copy you include should address the pain points of your audience. Remember that you’re trying to prompt them to take action!
Include one or two links or an email opt-in. I’ll say it again: If you have too many options, your audience will get confused and won’t take any action at all.
Since the landing page is separate from your website, don’t include your regular banner or menu. You’re only directing visitors to the place you want them to go.
The best part of landing pages is that they really don’t cost anything to set up. You can use your current domain and website and remove the extra elements on the page so your new page is truly a landing page. There are a lot of pricey options out there, but when you’re just getting started you really don’t need these fancy options!