How to Create a Landing Page: A Guide for Net Newbies
We talk about what a landing page is and run through the steps to creating one as part of your marketing strategy.
So, you’ve decided to run a competition to launch a new product. Let’s say, it’s a new line of sneakers. You want to offer your customers a one-time chance to win a brand new pair of these shoes. Since it’s a one-off giveaway, it’d be weird to publish the competition on your website, right? You need somewhere to share details of the promotion and the sneaker collection, and perhaps an entry form for people to fill out.That “somewhere” is a landing page! A landing page is a single webpage you create to house content around one purpose. You direct readers there using a compelling CTA (call to action) containing a link, which you post somewhere else on the internet—a Google ad, a YouTube video description, or a social media post. What’s next? Well, learning how to create a landing page of your very own, of course! Read on for a step-by-step walkthrough of the process.The components of almost every landing page are:Always avoid deceptive CTAs. Make sure it’s evident what your reader will get or what they’ll be required to provide if they click that button: Get Your Free Trial, Enter Your Details to Win, Download the Discount Coupon. If your CTA is a form, keep it simple, too. First name and email address are usually enough. Once visitors are on your mailing list, you can re-target them with follow-up emails.Shockingly, only 17 percent of marketers A/B test their landing pages. Whether this is true or not, don’t be among the 80 or so percent who doesn’t do this. A/B test everything from your CTA copy to your headline to your hero image to see what gets the best conversions.
Step 1: Define the Purpose of Your Landing PageMarketers and business owners use landing pages to fulfill a few core purposes: encourage visitors to purchase something, enter their contact information, or educate customers on a product or service.
Learn the Key ComponentsA landing page might seem brief, especially compared to an entire website. Still, there are actually a lot of parts that all work holistically to encourage the visitor down a specific path.
- A headline
- Page copy-including the benefits or features of your offer
- A USP (unique selling proposition)
- A hero image
- Social proof
- A CTA (call to action)
Know Why You Need a Landing PageKnowing your goal is the key to getting the results you want from your landing page. Your goal should be:
Step 2: Use a Landing Page BuilderWhether you’re wondering how to create a landing page in WordPress or any other platform, this step seems easy. But it can take forever if you don’t approach the task in a smart way. Instead of using a template, which lacks creativity and flexibility, use a landing page builder. There are numerous platforms to choose from—just Google “best landing page builders” and you’ll see tons of results—but we really like Unbounce here at VO. So what are the benefits of a landing page builder?
- Highly personalized design
- Little to no coding skills are needed
- Domain name registration
- Built-in analytics
- A/B testing for CTAs and other features
- Third-party software integrations
- Lead management
Step 3: Craft Killer CopySince a landing page is just that, a single page, every bit of copy counts, but some pieces of copy count more than others.
Attention-Grabbing HeadlinesRemember, the average visitor only reads the first six words of your headline. So you need to pack your USP or your reason for creating the landing page into those six words in a way that compels the reader to, well, read on! The rest of your copy should follow in the same concise manner: cut out industry jargon, chop down wordy statements, and focus on communicating how your solution (your CTA) can solve your visitors’ problems.
Need help crafting all that killer copy? Check out Viral Octopus’ Landing Page Sales Copywriting gig!
A Catchy Call to ActionReally, the CTA is like a teeny summary of why you created your landing page in the first place. So keep it short, compelling, and honest.
Include Social ProofA 2017 study found that 93 percent of consumers buy products because they read about them in a review. And businesses need ratings of 3 stars or more to be considered trustworthy. Clearly, there’s a need to include some social proof or “trust triggers” somewhere on your landing page. These could include:
- Customer reviews and testimonials
- Industry certifications
- Socials follower counts
- Logos of well-known partners or clients
- Endorsements from industry influencers
- Brand or company history
- Photos and full names of company employees
Step 4: Make It Look GoodOnce you’re happy with your copy, it’s time to design the landing page. You should:
- Cleverly craft your hero image
- Use video to capture attention
- Use photos of real people or products
- Include illustrations and diagrams
- Brand it to increase trust: add your logos, color palette, fonts, etc.