Landing Page

What is a landing page and what is its purpose? A landing page is a special type of website page created to force the user to focus their attention on two options — a specific call to action such as sign-up or leave the page. 

By forcing the user to be focused on one specific page, the landing page has the following benefits:

1. Higher conversion rates than sending traffic to a website because the users are not distracted by other pages
2. It is easier to split test than just sending them to a website.
3. It is easy to track where your traffic is coming from and to retarget those who opted out or left the page before giving you their email address. 

Best Practices

Here are some best practices when creating a landing page:

1. Headline:  The headline must grab the users attention immediately.  
2. Sub Headline:  The sub-headline should describe the offer
3. Bullet Points: No one likes to read long text so breaking it up into bullet points to make it easier to read.  You should have 3 – 5 bullet points highlighting the benefits of your product or service.
4. Call to Action:  Every landing page needs to Call to Action or CTA.  Typically your call to action will be to sign up for something or possibly to buy something.  Your CTA should be ‘above the fold’ meaning they don’t have to scroll to see it and it should be easy to find.
5. Terms & Conditions:  Be sure to add terms & conditions or a privacy policy page to your landing page.

Ok, so now that we know best practices, what kind of tools should we use to build our landing page?  As you might expect, there are a variety of tools available to build landing pages:

Landing Page Tools

1.  Landing Page Builders:  Our favorite landing page builder is ClickFunnels.  ClickFunnels was created just for creating landing pages and it does it really well.  The benefit of that this software is made for landing pages so it integrates with an email autoresponder and thank you page.  The only drawback is that there is an additional cost.  ClickFunnels costs $97 per month. 
2. WordPress Plugins or Themes:  Another option is to use a WordPress theme or plugins like OptimizePress or Thrive Themes.  If you know WordPress, these can be simple to implement, but the integration with autoresponders is not as simple. 
3. Build it in your Website:  You can build a lead page within your website.  If you have to contract out this work, it can get expensive but you will have total control over your page.

As you can see there are a lot of options for lead pages.  The most important thing is that you use them when running a specific campaign so that you can track your visitors and so that your users don’t get distracted forgetting why they came to your website in the first place.