Recipe for a converting landing page | Ep. #15

Hi, my name is Phillip Stemann, and I’ll be learning you how to succeed with your website.

A converting landing page is key for marketing success, you can build as many campaigns as you want in Google Ads, Google shopping, Facebook marketing, but if you don’t have a landing page, that’s converting all of these visitors, well then all of your marketing spend is useless. So today I will share the recipe for converting landing page. Let’s dive in.

I usually say there are three different types of landing pages, a sign up landing page where customers can sign up for your product or service or your application. Then there is a download landing page where people can download infographic or a material in exchange for their email.

And last but not least, there is the learn more/contact landing page where they basically can book a session with you or they can book a call or similar things. So as mentioned in the beginning, a landing page is used for converting your visitors into customers. A landing page is not necessarily associated with your website, which means that it’s not necessarily a way for visitors that goes to your website that can go to your landing page. It’s usually divided. So basically a landing page is backing up your product or your service.

You usually build it up in blocks where each block is confirming your product. For instance, Netflix and Spotify, their landing page is their front page. They do, of course, have a ton of other landing pages, but their front page is the landing page because it serves the purpose of trying to make you sign up for their product. What’s fantastic about a landing page is that once you’ve made one, you can easily customise it to a different target group and purposes without too big of an effort.

So as soon as you have your template of a landing page, you are good to go. The more precise your landing page is to the campaign, the better it will perform. If you run Google Ads, for instance, to a landing page, Google Ads will give your landing page, a score based on how relevant Google find your landing page for the campaign. The higher the score, the cheaper clicks you will get and the higher conversion rate you’ll achieve as well when you need to build your landing page.

There are a ton of options. You can either use a service like InstaPage, Brizy.cloud, or you can just use your own website. If you’re using WordPress, then Elementor is a great choice when you build your landing page. Make sure to keep it simple and to the point it should serve the purpose that you’ve decided before starting building your landing page. I always recommend starting with a Hero section containing an image, text, call to action button.

The CTA or Call to Action Button will go through your entire website when we start to scroll on your landing page. Make sure to show relevant content backing up your landing page and try to show CTA’s through the entire website. A cool thing I see companies do is they make sure their CTA section is fixed in either top or bottom. This makes it possible for the visitor to sign up whenever they are convinced because that’s what it’s about. Your landing page needs to convince the visitor to sign up for your service or product or book a session with you.

The more the visitors scroll on your landing page, the more comprehensive I recommend you making the content. When you’re done with your landing page, then try to test it on someone from your target group to see how it performs. You can give them different tasks on. Try to find a section about this specific topic or try to sign up for this specific course and then see how they solved that task. Are they running into issues? Can they find it?

Do they not find it relevant or what? And then go back and iterate over it. Last but not least, I would recommend you running it through an application like Attention Insight. I will leave a link in the show notes, they have a free plan where you can upload five design and it basically tells you where the eye will focus based on a lot of data they have gathered. It’s often very precise. It will at least give you an indication if you’re going in the right direction or not.

So just to sum up, when you build your landing page, it’s extremely important that you have noted down your target group. Who is this landing page for? And then you start building out your landing page, build it in blocks or in sections so you can easily reuse these sections on different target groups. Keep it simple, keep it to the point and make sure it’s relevant. The further down you get in your landing page, the more comprehensive the content needs to be about you or your subject or your application.

When you’re done with your landing page, test it. I recommend you testing on people, but also run it through Attention Insight to make sure that the eye focuses the right places. So that’s been now you have a converting landing page ready to gather leads for you. I hope it’s been helpful.

I would really appreciate if you could leave a review wherever you are listening to this podcast. And remember, consistency is key to success. Let’s catch up on the next one.