Episode 108: Is Your Landing Page Doing Its Job?

Have you ever wondered exactly what IS a landing page and what’s it’s main job? Or why should you create one? 

The easiest way to think about a landing page is that it’s a page you send traffic to land on. But that oversimplifies things, so let’s dive in a bit more. 

Landing pages are designed to attract your online traffic toward a specific action. Your landing page could be for an opt-in that leads to signing up for your email list. Or it could be a page dedicated to turning people interested in a consultation with you into a call. Or it could be a sales page. 

The key here is to KNOW what your landing page’s purpose is. 

Some businesses have dozens of landing pages. Others have just a few. Regardless, every online business needs at least ONE landing page; otherwise, you’re losing valuable opportunities with your audience. 

You probably already have a website. It has a homepage, an about page, a contact page, and perhaps a blog, all linked together by your navigation bar and a footer.

Business owners often create landing pages outside their current website — because each landing page needs to communicate a specific message to a website visitor. And if you send them all to your website, it’s easy for visitors to get distracted. 

And there are a lot of great landing page programs that make creating one easy, such as LeadPages, ClickFunnels, Kartra, Kajabi, or even a plugin for WordPress, like OptimizePress or Thrive Architect. 

So, what is a landing page, and how does it work? What is a landing page used for? And how do you build one? Let’s go through the process.

 the marketing funnel show, marketing funnel, marketing funnels the marketing funnel show, marketing funnel, marketing funnels 

Biggest Show Takeaways: 

  • What is a landing page?
    • A landing page is a page on a website that directs users to take a specific action. It’s called a landing page because you typically drive traffic to it from other places.
    • For instance, you run a Facebook Ad to promote your upcoming webinar. If someone clicks on the ad, they arrive on your webinar landing page, which makes a promise about the webinar, provides the date and time, and makes it easy for the visitor to sign up by just putting in their name and email address. 
  • How is a landing page used to build my audience?
    • Landing pages make it easy and valuable for your web traffic to focus on getting the ONE THING they wanted to get.
    •  In our webinar example we just talked about, you advertised an upcoming webinar. Someone clicked your ad and got to the webinar landing page and voila. The only thing they can do there is either opt-in or not. 
    • They’ve only got ONE action to take on the page, so they don’t get distracted or confused. 
    • That means the goal of any landing page you create is simple: get people to take the next best action — signing up for a webinar, opting in for a PDF download, or buying your product or service. 
    • The key here is to keep it focused, simple, and relevant for your audience. 
  • Types of landing pages
    • Landing page #1: Pages you create to attract people into your community — sometimes called the top of the funnel.
      • The purpose of these landing pages is NOT to sell anything — it’s simply to get your audience to opt-in for a freebie you’ve created. 
    • Landing page #2: Pages you create when your audience knows a little bit about you, BUT they haven’t engaged much yet. 
      • The goal of this page is to help your audience understand who you are, what you offer, and if the offer is right for them. Often things like webinars and challenges fall here. 
    • Landing page #3: Pages you create for your audience who already knows and trusts you to invite them to buy your offer — often called the bottom of the funnel. 
  • I want to encourage you NOT to fall into the trap of thinking you can build a landing page and wave a magic wand, and suddenly, your email list starts growing, and people can’t resist it. 
  • According to Impact’s marketing team, the AVERAGE landing page conversion rate for 2019 is 2.35%.
    • This means that for every 100 people who visit your landing page, two to three people will opt-in. 
    • It’s definitely possible to do a LOT better than 2.35%, but I wanted to give you a benchmark for expectation setting. 

There are five things I look at when I’m trying to get a landing page to work better.

  • Make it match
    • If you’re running paid ads — like Facebook, Instagram, YouTube, or Google ads — one of the BIGGEST mistakes you can make is to send the people who click on your ad to a landing page that doesn’t match. 
    • The techy marketing language for this is lack of congruence. And the result? It’ll TANK your landing page performance. 
    • Ion Interactive says first impressions are formed in just 1/20th of a second. THAT IS INSANELY FAST. The old saying goes: You only get one chance at a first impression is true. Make the impression match. 
  • Make your headline and subheadline count
    • When someone lands on your page, the FIRST thing they’ll likely notice is your headline and subheadline.
      • This should be making a promise and making it CLEAR what they’ll get from you. 
      • Make your headline clear, intriguing, and consistent with the purpose of your landing page. 
    • One of the best things about landing pages is that it’s a yes or no choice ONLY. Yes, I want this or no, I don’t.
    • Often people feel like they need to add in all sorts of about us information and navigation, but when you do that, you’ll tank your landing page’s conversion.
    • What you want to do is FOCUS their attention on the one action you’d like them to take. That’s it. 
  • Get your CTA right
    • Do you know what a CTA is? It stands for Call to Action.
    • Often when landing pages aren’t working well, you can take a look at the call to action and notice that it’s either confusing, boring, or there is MORE THAN ONE.
    • For a great landing page that converts, you want ONE call to action and stick to that ONE THING. 
    • Neil Patel sites research that shows landing pages with multiple offers get 266% fewer leads than single offer landing pages. 
    • And try not to say something like “Click Here” or “Submit.” That is NOT a clear, compelling call to action, and it definitely won’t convert well. 
      • Make your call to action stand out. Make it enticing. Make it irresistible. Make it exciting. 
  • Don’t ask for too much
    • Have you ever gone to a landing page that asks for a TON of information, like your full name, email address, what size company you work for, your title, how much your company makes, and more? DON’T DO THAT. 
    • Bottom line here: Try to stick with first name and email address if at all possible. The more you ask for, the more you’ll see your conversion rate fall. 
  • I’d love to hear how this goes for you! What ahas did you have about landing pages? What’s a small tweak you could make to your landing page so that it converts better? 

Create Profit Without Worry – one system at a time. I’ll show you how to attract a steady flow of buyers without all the hustle with this free download →  5 Steps to Profit Without Worry.

Links mentioned in this episode:

Get  50% Off

Learn How You Can Easily Attract Buyers With Confidence + get 50% off with code 50off (end juLY 31st, 2020)