While brand websites attract the lion’s share of marketing budgets, the great, largely hidden, power of selling on the web is driven by landing pages.
How do landing pages work?
I prefer to create landing pages with a single job in mind – to help the web visitor take the next step in the buyer’s journey. That may mean:
- I want to change our relationship so that I know who you are – a name, email address or Twitter handle will do
- I want to help you choose my product or service – provide some useful content such as a comparison guide
- I want you to order – you’re ready to buy and my landing page will make that easy.
This means that my landing pages will do away with unnecessary distraction. There will be:
- Only a single call to action
- No menus or links that will take you away
- Laser sharp focus on delivering you value.
There are plenty of great online tools that help you quickly create landing pages, but my favourite is Instapage. And while it is a little clunky, it integrates seamlessly into WordPress (there’s a plugin), allows for A/B testing, includes analytics (plus Google Analytics) and starts at an affordable $30 / month. Oh, and you can work with existing templates to create a launch your landing page in as little as 3 minutes.
Ok, you may want to spend a bit longer on your masterpiece, but you can do it with a drag’n’drop interface – and you don’t need technical skill.
Still need more tips? Check out the infographic from Copyblogger that provides 26 tips to help improve your landing pages.