Before you start crafting your first landing page, think about the goal or purpose of the page. Do you want to convert visitors to leads? OR – do you want to convert leads into customers? There are different types of landing pages you can use depending on what you are trying to achieve.
For example, if your goal is to build your email list, the purpose of the landing page would be to convert visitors into leads – or lead generation. You are looking for people who will are interested in your products or services and are willing to give you their name and email address, which is the first step in granting you permission to send them information, offers, and products.
On the other hand, if your goal is to make sales or to funnel traffic to a sales page then the purpose of the landing page is lead conversion.
Let’s look at each type separately.
A lead generation landing page can be short and to the point. It is essentially an opt-in page with a headline and opt-in box. You can also have a lead generation page that includes some copy or a form for your visitor to complete.
Below are two examples of lead generation landing pages.
Did you notice that both pages are heavy on the visuals and strong formatting, which grabs your attention and makes them easy on the eyes?
A lead conversion page is the type of page to use when you have prospects you are trying motivate to take the next step – in other words, make a purchase. For example, you may have a group of email subscribers you want to send to a landing page that will potentially convert them into buyers.
Below is an example of a “Click through” landing page from Lead Pages.com. When a visitor clicks on an advertisement, s/he is sent to this type of landing page designed to convert leads and motivate people to sign up for a free trial or to get them to actually buy. As you can see in the example below the visitor is not required to give information, all s/he is asked to do is to click through to another page to download the free report.
In the next few posts, we will explore the key elements that impact the success of your landing pages. One tool we will be referencing frequently is Instabuilder.
Instabuilder is a WordPress plug-in that makes creating high converting landing pages quickly and easily. The cost is reasonable – only $77 annually for use on three websites. It also includes one year support and updates. I just want to cover a few points to demonstrate the value – everything else you can find on their website.
This plug-in is a drag and drop approach which means you do not have to be a “techie” to use it. It is particularly helpful for people who have trouble visualizing something. They have to see the finished product in order to know if they like it. The Instabuilder approach gives you the ability to modify a page until you get it exactly the way you want it – and – you have a choice of more than 100 landing page templates that are simple to customize
You will be able to create much more than a standard squeeze or click-through type page. You will be able to create landing sales pages, launch pages, webinar sign-up pages, thank you pages, upsell pages, and much more. The plug-in is extremely functional and has a short learning curve.
Of course there are other similar tools available; but, this is one of the best. For that reason, we have decided to use it as the reference for this series of postings. FYI, another good choice is LeadPages.com.
With that brief introduction to the types of landing pages, you are ready for the next post on Friday that discusses the structure of an effective landing page.