What is a Landing Page? Everything You Need to Know to Master the Formula of Online Conversion
Hey guys! Josh here with Groovy Marketing and today I want to address a question that many of you may have: “What is a landing page?” I want to remove all the myths about what a landing page is and tell you why it is so important for you and your online business. Want to make money online? Increase your ROI? Have clearer KPI’s for your business? A Landing page plays a necessary role in customer acquisition and helping you set clear goals for your business.
More than a website, a landing page is where you drive people to go to become your customer by offering just one call to action. In this post I’m also going to tell you the best and most effective way to build a landing page. I can guarantee you the easiest way to build a landing page is to use Clickfunnels.
I should probably start out by saying, I’m a pretty big fan of Clickfunnels. In fact, I’m one of their top affiliates, a 2 Comma Club Winner, and one of their dream car winners. I drive both of my businesses with this tool, and all of my landing pages are built with Clickfunnels. One of my businesses is a 6 figure business, the other is a 7 figure business.
So without further ado, here is everything you need to know about what a landing page is and how to build one with Clickfunnels.
What is a Landing Page?
A landing page is a single web page that you intentionally drive traffic to in hopes that your leads will turn into customers. You lay out a very specific path for them to take. In short, a landing page is a campaign-specific page with just one single call to action (and no other website navigation) for a specific audience. It sits at the top of your sales funnel, which I will talk more about later in this post.
It is way more strategic than just a web page. Web pages and websites typically have many goals that give your visitors the chance to explore.
I can’t tell you how many companies I see that have websites and are just hoping that someone will come and buy something, or fill out their contact information. The truth is, with all the different paths someone can take on a website, that rarely happens.
Why You Need A Landing Page
I see companies all the time send their advertising, email, or social media traffic to their website. If you’re doing this just to get more website views, then that’s great. Mission accomplished.
But if you’re trying to think like a digital marketer and increase leads or sales, then and I can’t emphasize enough how much your business is leaving on the table. If you actually want to see an ROI for your internet marketing efforts, then you need a landing page!
Imagine that you have a Facebook ad that is advertising how great your company is and someone clicks through on that ad. Do you actually want to send them to your homepage? What are they supposed to do when they land on your homepage? What do you want them to do?
A homepage has dozens of potential distractions while a landing page is super focused. Having one call to action on your landing page increases conversions, as there are fewer options that will carry visitors away from what you want them to do.
Sure, the homepage shows off the brand, lets people explore a range of products, and offers additional info about the company and its values, but a visitor can click anything—the About Us, Our Team, Contact Us—but they won’t necessarily make a purchase.
When you know a stream of targeted traffic will be coming to your website, you can increase the chances of converting that traffic into leads or customers by driving that traffic to a landing page that has one specific action for them to take. Not only will this increase your ROI for your online marketing efforts, but it will also make your KPI’s so much more clear and easier to monitor.
This focus is what makes landing pages crucial for growing your business! Jotform says that landing pages are powerful, effective and the most strategic option to increase and monitor the conversion rates of your sales or marketing campaigns. Landing pages not only create a focus for the customer, but also for you as a marketer. If you know to put your time and money into this effective strategy, you are lowering your cost of acquiring a lead or sale.
If you want to go ahead and start building your first landing page, click here to start your Clickfunnels 14 Day Free Trial!
What is a Landing Page?: The Types Of Landing Pages
Now that you know what a landing page is, why it’s important, and how it can help you directly increase your ROI, now we need to talk about the types of landing pages you will want to use in order to reach your business goals.
All landing pages have one goal: to generate leads for your business. However, you can define those leads in a number of ways and offer more than one type of content or experience through your landing page.
There is a lot of variety out there, depending on the specifics of the business, but there are really two types of landing pages:
- Lead Generation Landing Pages
These pages are often referred to as lead capture pages. This landing pages uses a form as their call to action to collect information from the lead. This type of landing page is great for you if your marketing goals include collecting contact information of leads like names and email addresses.
This type of landing page is also great if you’re selling high-ticket items. You can offer something free in exchange for contact info. Now with their contact information you can add them to your email list and create an email campaign that will continually sell your high-ticket products to them. Ultimately, this landing page is great if your goal is to build a list of potential customers. Clickfunnels is the best tool to use to build this type of landing page.
2. Clickthrough Landing Pages
These landing pages usually have a simple button (Buy Now, Click Here, etc.) as the call to action that sends the visitor into checkout or completes the transaction. These pages are frequently used by E-commerce and SaaS marketers, and go straight for the sales or subscription. Clickfunnels is the easiest tool to use when it comes to growing your business and building this type of landing page.
What is a Landing Page?: Where it Fits in the Funnel.
It’s hard for me to talk about landing pages without also addressing the topic of sales funnels. The reason the landing page is so important is because it is the first thing your potential customer sees after clicking on an advertisement. Visitors come to the landing page at the top of the sales funnel after they click a link in an ad, email, or anywhere else on the web. The landing page is where the conversion (like a purchase, signup, or registration) will take place.
A sales funnel is the process that turns a lead into a customer that mimics a real-world funnel. At the top of a real world funnel, some substance is poured in, which filters down towards one finite destination.
In sales, something similar occurs. At the top, lots of visitors arrive who may enter your funnel. However, unlike the real-world funnel, not all who enter the sales funnel will reemerge out from the other end.
A sales funnel is something you need to be implementing if you want your business to grow. Clickfunnels is a sales funnel building tool that can give you all the power you need to create amazing high converting funnels. I’ll walk you through the process of what a sales funnel is so you can see how this process is true in every transaction.
Here’s the breakdown of the sales funnel process:
You can have the most savvy product or helpful service out there, but if people don’t know about it, they will not come. In order for your prospect to even have a chance to become a customer, they need to become aware of your business. You have to pull prospects into your funnel through advertising.
After making prospects aware of your business and pulling them into your funnel, the next step is to cultivate their interest in your offer. Your landing page has the potential to do this.
I think its a great idea to offer a free trial of your service or product in this step.
Having people sign up for a free trial is also a great way to measure the interest you’re receiving as you’re able to gather email addresses and other information.
This is after someone has already opted in to your landing page. Your prospect has either tried your free trial or in the midst of it, and hopefully they are loving how amazing your product is. They may still be on the fence of whether or not they choose to purchase.
There are ways to push them to desire. Personally, I’m a fan of customer testimonials. It’s hard for prospects to debunk personal experiences, and these stories will remind them how your service or products solves their bleeding neck pain.
Since you have email addresses for your prospects, you can drip these testimonials and other content into their inbox.
This level of the funnel can be a little tricky to measure. Ultimately, you’ll know you’ve cultivated desire as you see prospects start to purchase.
This is your ultimate goal. After you’ve made yourself known, cultivated interest, given your prospects an amazing offer they can’t refuse, their final step is to purchase. And while this is your ultimate goal and what you’re striving for, don’t stop there. Your best customers are repeat customers.
What is a Landing Page?: The Most Crucial Elements to Include
If you’re looking to create a landing page with Clickfunnels that gets you qualified leads, there are several things to keep in mind while making your page.
Create a Compelling Headline
This is so important because this is the first thing your visitor sees, and you certainly don’t want it to be their last. You need to have a headline that immediately captures the visitor’s attention and makes them want to continue.
Efficiently Convey the Value of Your Offer
Clearly conveying the value of your offer in a concise and effective way is crucial to the conversion of your landing page. Essentially, this is your chance to tell them why people need to become YOUR customer and how YOU and you alone can help them.
One way to quickly get someone’s attention and create value is to use captivating images. Be sure to include a relevant and engaging image on your landing page to draw in the visitor.
Customer testimonials are also a great way to create value! In this day and age, so many people are looking at product reviews before they actually buy something. Make sure your testimonial isn’t vague and that it directly correlates with what you’re promoting. This ensures that you’re effectively communicating the value of your offer at hand.
Include Bullet Points
To keep your reader engaged, avoid writing lengthy paragraphs on your landing page. Write a brief summary of the offer and below it, list out bullet points of what the visitor can expect to read by downloading the material. You need to be able to convey your offer in 3 to 5 seconds, and bullet points make that offer easy to digest for your visitors.
Aim to Keep Your Copy Above the Fold
If you can help it, aim to keep most of your copy above the fold. This means, keep your most relevant and captivating copy to the top of the page before they scroll down. Aim to be concise with you message and keep the main marketing message above the fold.
Build the Form
Keep the form of your landing page brief. Typically all you need is to get basic information such as name and email.
As they go further down the funnel, you can start adding fields as they are getting closer to buying. Gathering more information will be helpful to your company to close the sale.
In addition, make sure to include copy that guides your reader through the landing page and the communicates the outcome. This could be something as simple as, “To access our free book, please fill out the form to the right.” It’s simple, but it gives your visitor clear instructions which will make them more likely to convert.
Remove Site Navigation
This is extremely important when you’re building your landing page as it’s crucial to the conversion. When building your landing page, you need to remove any chance for your visitor to click on something else. By removing site navigation from your landing page, this will keep your visitor to solely focus on the content at hand, and as a marketer you will have more control over their next steps.
Test Your Landing Page
This is perhaps the most important step as you build your landing page. If you’ve put in all the hard work of building, and then it doesn’t work, then you’ve just wasted so much time. This step ensures that you’ll actually get a return on your investment of time and money.
Make sure to test the full process. Click on the CTA, fill out the form, and download the offer on the thank you page. Make sure all steps work from a user perspective, and confirm that your contact informations stores in your database.
What is a Landing Page?: How to Build One With Clickfunnels
Pick a Template
Clickfunnels has a FANTASTIC marketplace of landing page templates. Literally, all you have to do is pick one. Gone are the days of complicated coding.
Write Excellent Copy
After you pick a template, then all you need to do is fill in the template with the copy that conveys your offer. Take your time doing this. Remember that you want to convey your offer quickly and effectively. The message that you craft on your landing page is crucial to the conversion. Spend time doing this.
You’re going to need to fill that funnel full of visitors for your landing page to do its work. Luckily, there are a ton of options to get traffic to your landing page. Here are just a few options.
Facebook Ads/Social Media Ads
Organic Search Traffic
Organic Social Media Posts
Landing pages are absolutely necessary when it comes to growing your business. And the easiest way to not only build your landing page, but also build your entire sales funnel is with Clickfunnels. The good news is, if you’re a Clickfunnels newbie, I offer A TON of bonuses to help you leverage Clickfunnels as your greatest business strength.
Now, how do you get the best deal? We all know that you can’t beat FREE…and you can certainly experience free with their 14-Day Trial here. Disclaimer: At no extra charge to you, I get paid a commission when you sign up. As a “Thank You” I provide you with bonuses–LOTS OF THEM!
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Dream Car Marketing Course: This course is a comprehensive training teaching you all my secrets on how I became one of Clickfunnels’ top affiliates and a Clickfunnels Dream Car Winner. This course gives you access to a 100 Day Social Media/Affiliate Marketing Bootcamp. If you’re looking to make some extra vacation money for your family, (and looking for your dream car) this course is for you.
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