My clients often ask me about how to setup and use landing and opt-in pages.
As part of my web design package, I build and design customized landing pages for my clients, so thought it would be helpful to highlight some of the common mistakes that are made (plus how to fix them!).
#1 NEVER offer multiple products on one landing page
Remember, the purpose of the landing page is to avoid all distractions and have ONE call to action that people can take action.
Offer ONE product only and make it the best one. If you want to test out what types of products your audience is interested in, you can create a landing page per product and track the conversion rate.
#2 Don’t add any links to external sites
One of the common mistakes I often see is adding a link to their ‘About’ page. You don’t want to distract people. You want people to take action - to enter their email addresses and sign up for a webinar or download an e-book… or anything else you’re offering!
#3 No long paragraphs or multiple images
Don’t go crazy with your landing page - simple is best. I suggest using just ONE image which is either an image of your product you’re offering or an image of yourself if you’re hosting a webinar or offering a video series.
In terms of text, you want to keep them minimal and straight to the point so people know what they are getting. I suggest a short title/tagline and then use bullet point to list your audience’s pain points and how your product/service can solve them.
#4 Making people to scroll all way down the bottom of the page to find a call to action button
You want the call to action button to be right in front of them when they land on your landing page. When you are designing your landing page, make sure to preview both the desktop and mobile version.
Sometimes it may look great on the desktop preview but the mobile view isn’t. Whether people are viewing on desktop or mobile, you’ll want to make sure that everything fits on the screen - meaning don’t make people scroll down the page.
If you need to put a lot of information on your landing page, make sure you place a call to action button right at the top after the title/tagline and another button at the bottom of the page.
#5 Bad copy
You can design a beautiful landing page but if the copy is not on point, you could be leaving hundreds of leads behind.
I highly recommend getting people to review your copy and ask for a feedback. You could even ask your audience or community to have a look at your copy and ask them if it sounds enticing.
So now you know what to avoid, here is some advice about how to build them!
Landing & Opt-in Pages Explained
Q: So what is landing page or opt-in page?
A: They are both the same thing!
People often get confused that these are two different things - but they are not.
Unbounce.com defines landing page as below:
‘Standalone’ page means that it’s a single cover page that has no top menu navigation links or sidebar that may distract people. They generally have only one call to action on the page (whatever it is you want them to do). This makes decision making easy for your user.
Landing pages usually come in two different types:
1. Sales Page
The first type of landing page is a Sales Page for a paid product or service, for example an online course or coaching package. The single objective (call to action) of this page is to get people to purchase a product or service - therefore the call to action button is usually linked to a shopping cart.
2. Lead Capture / Generation Page
The second type is to generate leads. The single objective for this page is to collect people’s email addresses (or other relevant information) by usually offering a free product or services such as an e-book, webinar, free consultation etc.
When you hear ‘Opt-In’ page from others, they usually mean the lead generation landing page.
In this blog, I’ll be focusing on the lead generation landing page as this is the page that I recommend setting up when you are just starting out in the world of online business. These will help you build your potential client database.
What you need to build your landing page:
Your website (WordPress or Squarespace site) or have an account with the Landing Page Builder such as LeadPages
An account with Email Marketing Service provider
Is it better to use a Landing Page Builder such as LeadPages?
Many established online entrepreneurs use LeadPages to build their landing page, but you can use your own website to build one too.
Many people use LeadPages because they do tons of research and offer high-converting templates for different offers - for example, if you host webinars, they have a list of high-converting templates for webinars.
Another great thing about LeadPages is that it’s fully responsive - meaning it looks great on mobile. This is super important especially for a lead generation landing page because most people will be clicking through this type of landing page on mobile - through Facebook sponsored ads or other social media platforms as well as emails.
There is are some interesting stats on mobile marketing if you want to read more about it.
But my favourite thing about LeadPages is their LeadBoxes feature - it’s a pop-up opt-in form that looks like this.
The great thing about using LeadBoxes is that it will provide you with a code for image, button and text. All you need to do is to embed the code on your page like below.
Another cool thing about LeadBoxes is that it will provide you with a URL link for each LeadBox and you can just add this URL link to call to action button or navigation menu links!
You can get started with LeadPages from $37/month :)
Sounds great, but I can’t afford LeadPages… Can I use my WordPress or Squarespace website to create a Landing Page?
If you have a Squarespace website, you can build your landing page using the ‘Cover Page’ templates. The template has a call to action button built-in so you can link to a pop-up opt-in form.
The only downside is that the templates they have are rather limited. Therefore if you want to have more flexibility in terms of design & layout or if you want to embed the actual opt-in form on the page, you may want to remove the top header and top menu navigation links using some coding.
If you have a WordPress site you’ll also need some coding skills to remove top header and top menu navigation links. Alternatively, you can use plugins.
I’ve never used a plugin to build a landing page on WordPress so I can’t really recommend which plugin is the best - but I found this article which you may found useful - Have a read this 5 Top Landing Page Plugins for WordPress
Alternatively, if your email marketing service provider is ConvertKit, they offer 4 landing page templates.
Now, it’s your turn to build your landing page!
To help you get started, and for your inspiration, here are some articles with landing page examples.
Building a Thank You page
After you have built your landing page, you’ll also want to set up a “Thank You” page.
A “Thank you” page is where subscribers are re-directed immediately after they opt-in.
Your “Thank You” page is another opportunity for you to promote or upsell your services/product. Or you can simply welcome your new subscribers and direct them to your Facebook group if you have one or add social follow icons so they can follow you on social media.
Another option is to place a ONE question survey on your Thank You page. I have a couple of “Thank You” pages with a different question I ask my new subscribers, specific to the free product I offered. You don’t always get their answers but it’s an easy and quick way to get your audience’s insight.
I gave you some ideas above but it’s completely up to you how you want to use your “Thank You” page!
You’ll be adding the ‘Thank You’ page URL link on your Email Marketing Service provider account when you create your opt-in form. There should be an option to add your redirect URL.
Here is some of my “Thank You” pages as an example.
Want some free feedback on your Landing Page & Opt-in Page?
If you’d like me to review your landing page then send me a link to your draft landing page (or you can send it to me in Word/PowerPoint or image file) and I will provide you with some feedback via email completely free! Send your draft landing page to firstname.lastname@example.org