What you’re missing out on if you don’t use landing pages
When you hear the words “landing pages” what do you think? Some small business owners I speak to think they’re not for them.
But any business can use landing pages – and that includes you. They’re a brilliant way of talking about your latest eBook/offer/event/[insert your thing].
And, it’s really accessible to build your own landing page. So, let’s get you started!
What is a landing page?
A landing page is one, single page that you send traffic to via various promotional means. Its sole job is to communicate that one thing you want people to know about.
It’s as simple as that.
Now, you can use specific software to create landing pages (we’ll come onto those) or you can use hidden pages on your website.
But, remember… your landing page should have one message, one goal and one call to action.
How do landing pages work?
Well, kinda like your website works. But it’s more specific. You have a lot of information on your website. So do I!
As I’ve mentioned, a landing page’s job is to talk about one specific thing. So, let’s break this down with an example.
I talk about email marketing a lot – you know I do! But what if I wanted you to book a consultation with me?
Rather than sending you to my website, I could use a landing page to persuade you that booking time with me is the right thing to do.
I’d include more about what was involved, maybe include a testimonial or two and, of course, a way for you to book.
And all of that would work without visitors being distracted by all the other stuff on my website.
Why should you use landing pages?
As I’ve already mentioned, landing pages are designed to help you communicate one message. But here are some things they help you do.
Focus your visitors – as you’re talking about one thing, there are no distractions. Visitors to your landing page have one thing to think about and one action to take.
Deliver your key message – landing pages help you to focus too. They’re all about that one thing you want to tell visitors about. That means they get what your offering is straightaway.
Capture people’s details – this is a BIG function of landing pages. You drive visitors to that page and the content on it helps you capture people’s details.
Continue the conversation – once you have your visitors’ details, you can carry on communicating with them. In a non-spammy, non-salesy way.
Sell your product or service – yep, you can sell something. Landing pages are a great way to focus people on that one thing you want them to buy.
What should go on your landing page?
There seems to be many schools of thought on this. I’ve boiled it down to the list below. I’m all for short and snappy rather than the pages you have to scroll and scroll on. Who has the time, right? Here are the basics I think you should include.
A grab-you-by-the-eyeballs headline. It tells people what you’re offering. It’s simple, to the point and unambiguous. Your headline needs to talk to a pain point you’re solving for visitors. So, have a good think about what that is.
Otherwise known as text. You need to expand on what you’re offering with a bit of “what’s in it for me” text that your visitors can read. Because, let’s face it, we all ask ourselves that question when we see other people’s offerings. Make what you’re offering clear and irresistible.
Social sharing buttons
Wouldn’t you want more visitors to your landing page without lots of effort from you? Yep, me too! Give visitors the option of sharing your landing page. They will know at least one person (probably more) who would like your offer too. Having those social share buttons makes it easy for them to… well, share!
Remember I said that a landing page could be a hidden page on your website? If you choose this option, make sure you hide any menus that are included on your main site. Why? Because you don’t want to distract visitors with other options. You want them to arrive on that page and do the thing you want them to do.
This is normally a form to help you collect people’s details. If your offer is, say, an eBook, at the very least, you need people’s email addresses. Try to ask for as little information as possible. The more you ask for, the less likely people will fill in their details. So, if you can get away with asking for only an email address, that’s best.
An image will help you to quickly convey your offer. So, that image has to be relevant to what you are offering. Make sure it’s a good-quality image – you can use Canva to help you create it. I’ve found that using images that have my face on them get a better response, so consider that if it’s appropriate for you.
Tools to create landing pages
If you don’t want to use a hidden page on your website to build your landing page, there are specific tools you can use. And I think you’ll like the first two on the list!
Wait, what? Isn’t that an email marketing platform? Well… yes, and no. Of course, I talk about Constant Contact a lot when it comes to email marketing. But there’s a plethora of other tools available, and one of those is landing pages. A bit like this one I created. And the best thing is the email addresses I collect are stored right in my Constant Contact account, and I created an email automation to talk directly to those people.
Yeah, OK. You don’t hear me talk about Mailchimp much at all. But I know there are businesses that use it – mostly the free version. And I want you to get value out of it. The good news is that landing pages are available to those on the free plan. But know that you won’t be able to follow up with contacts you collect with an email automation. That feature is only available on paid plans.
This is a specific landing page tool. It has lots of templates for you to choose from to build your page. I’m pleased to say that it integrates with Constant Contact and Mailchimp, so your collected email addresses will be automatically added to the list you choose. There is a trial and plans start from $37 per month.
This is another specific landing page builder. It looks like it’s built specifically for small business owners. It has templates you can choose from and includes features such as A/B testing. They too integrate with email marketing platforms, including Constant Contact and Mailchimp. I’ve got to say with plans starting at $81 per month, they are a bit on the pricy side!
Things to consider before paying
I have to admit that Leadpages and Unbounce probably have nicer templates than Constant Contact and Mailchimp. But, if the feature is already included in your email marketing platform, do you really need the additional expense now?
My advice would be to use what you have in your email platform and make the most of that until such time that you need something more suited to your needs.
Basically, KISS – keep it simple (add your own second s!)
Work out what you would use a landing page for and use the tools you already have to create one. Test it and learn from those tests. You’ll see that what you do learn will help you to improve your landing pages.
And, if you get stuck, you can always have a quick-fire session with me to get you unstuck. My “A Bite” coaching plan will get you there faster!