“The money is in the list” as they say.
It’s no secret that a large, healthy email list has a tremendous value to most businesses.
Capturing emails is very tactical and basically an art form in my opinion. You go through so many steps… Create the lead magnet, design it, make the landing page, make the email follow up, etc.
It’s a tedious task to do right.
By the end of 2020, it’s said that the number of email users will rise to over 3 billion people worldwide.
Not only that, but the value of an email subscriber is not going down. According to Email Monday, email has an average ROI of $38 for every $1 spent.
So, if you had any question of if email was still a viable marketing method or not, the answer is yes!
Just getting started with email? Check out our blog on email marketing for beginners.
What is a landing page?
A landing page is a purpose-built web page with the sole intent to gather email addresses from visitors and prospective clients/customers. It typically has one heading, a form and then some details below to build trust and explain the product. It’s a short, sweet and to the point page built to grow your email list.
A couple of best practices:
- Deliver the content you offered immediately. It can be an instant download or it can be an email sent to them with the information attached in there. You are in the very beginning stages of building their trust, you don’t want to delay the delivery and jeopardize that trust.
- Use a Thank You page! If someone gives you their information, they have a high probability of taking another action. The Thank You page is the perfect time to either offer another product (upsell) or direct them to something else. Also, don’t forget to actually say “thank you”. If you can do it in video format, that is usually best.
- Have your follow up ready. This is easier said than done, but then again, all marketing is that way! Make sure you have a sequence of emails ready to send once someone subscribes to your email list. Create an automated sequence based on the unique landing page. The more personalized you can make it, the better it will work.
Ready to build your landing page?
Hold on there! Not quite yet. Let’s go over some ground rules…
Rules are meant to be broken, but some of them you should probably stick to. Here are 5 things we really suggest sticking to, but hey, you do you.
- Create an enticing offer. Whatever you are offering, just know that it can be found for free somewhere else. That is just the reality of 2020. Make sure you are offering something that is so valuable that you feel uncomfortable not charging for it. High-value products create trust.
- Only have one CTA. Don’t be putting different call-to-actions all over the place. Your messaging needs to be concise and clear. Only offer one thing on your landing page. Offer them other things after they convert.
- Use social proof. If you have it, use things like testimonials, reviews, case studies, etc. If you have some genuine customer feedback on your landing page, you are breaking down the barrier a little bit and allowing people to trust you as a company. Use video testimonials if you have them!
- Make incredible ad copy. Everything should be extremely concise and easy to read. Touch on their pain points and how you can solve their problem. Also, match the messaging of the rest of your brand. If you typically have a little sarcasm in your content, keep that consistent, but also understand who your audience is while doing that.
- Create and use excellent graphics. I personally like to use a mix of vector graphics and high-quality photos. I tend to create a lot of my own stuff but I also use Envato Elements for stock photos, videos, graphics, etc. It’s very important to keep everything high quality and trustworthy.
Don’t quit on me if your first landing page isn’t the highest converting page in all the land. It’s a talent that takes time to master (and you’ll never really master it, but you’ll get darn good!). To help expedite the mastery process though, you can use A/B testing and create 2 landing pages at once. Send you traffic to them 50/50 and see which one performs best. Wash, rinse, repeat.
What does a great landing page look like?
I thought you’d never ask! Here are a few different ones that caught my eye!
First of all, absolutely hilarious! You won’t notice it right away but watch the right side of the screen and start reading all of the notifications popping up. It’s a downright brilliant way to catch someone’s attention and make them intrigued.
They use simplicity and comedy.
Very simple in that the only CTA is to download the app. And the comedy approach is obvious as they illustrate why you need to download their app. They hit your pain point in a humorous way and the deliver a solution.
Shopify has been the front runner in the eCommerce world over the past few years and their marketing was a big help in getting them there.
To start a new store, just put in your email and boom, you have a fully functional store, that can accept credit cards, connect to apps, etc.
They offer and deliver a ton of value right upfront. A prime example of building trust from the beginning.
Code Academy has a very simple, tech-inspired design. The signup button is not a generic “submit now” but rather a solution-focused button with “start coding now” as the button text.
They want to make sure you know what you are getting by signing up.
As you go down the page, there are lots of details explaining the service and even a simple timeline of what to expect from the beginning coder to landing a great job. They paint the picture of what is possible.
The best landing page builders
Unbounce has a ground-breaking landing page platform with tons of features and over 100 prebuilt templates to work with and design off of. You can create and publish engaging and highly convertible landing pages within a fraction of time.
Unbounce allows more than 13 in-app integration that you can use from your dashboard as well as you can use Zapier to connect virtually any app you desire.
- Easy to learn drag-n-drop builder
- 100+ customizable conversion-focused templates.
- Very mobile responsive
- Works great with WordPress, and you can publish your content on any domain by installing their WordPress plugin
- You can design and create any sticky bar popup on your landing pages or WordPress site
- You can target and control your audience by setting the frequency of offers to display.
- Easy integrations
- Allows unlimited A/B testing on all land pages
- Allows downloadable files on landing pages like e-book and tutorials.
- A little complex for beginners with no experience
- No built-in team collaboration features
- A little costly on the higher end plans
Plans start at $79/month (includes 2-week free trial)Try Unbounce Free for 14 Days
Instapage is another remarkable landing page builder tool that stands out distinctively with its flexible grid-less editor, a complete drag-and-drop design interface, and very mobile responsive. Instapage comes over 90+ page templates, which are split into 8 categories like Lead generation, Click-Through, Thank You, Webinar, E-book, Events, and Apps. These templates are uniquely designed like wireframes with a modern and lustrous look.
- More than 90+ pre-made elegant templates
- A non-grid page builder that allows you highly customizable freedom
- Widgets that allow you to customize elements like CTAs, buttons, social sharing icons, timers, etc.
- Allows for integrations with most email marketing platforms like ConvertKit
- You can reuse components once created (a great time saver)
- Strong focus on usability for agencies with several team members
- Allow designing Google AMP landing pages with the same drag and drop editor.
- Premium plan has a heatmap function that records the visitor’s behavior where they clicked and where they spent their time.
- A/B testing feature is not available with a basic plan
- The built-in Images/icons/shapes are not sufficient enough to use alone
- The basic plan is a bit costly as compared to other competitor landing page builders
The core plan starts at $99/month but you’ll likely want/need to upgrade from the basic plan (includes 2-week free trial)
ClickFunnels is a platform focused on generating lead and sales. The differentiator there is that they have a BIG focus on sales, while a lot of the other landing page builders are just focused on leads.
ClickFunnels has great integrations with many payment processors like Paypal and Stripe which is a great benefit for online marketers where they can quickly receive payments.
- Comes with unique, powerful widgets like surveys, Facebook comments, FAQ blocks, Tables, pricing widget, SMS signups
- Create highly customizable forms
- Templates are pre-designed according to the user’s interests
- Comes with great educational tutorials about marketing and advertising
- Allow you to create distinct feature-oriented marketing funnels where you can share these funnels with other members too.
- The initial learning phase is a little cumbersome and not as intuitive as other platforms
- The base plan has limited to only 20 funnels, up to 100 pages, and 20,000 visitors per month.
- The base plan leaves you wanting more and it’s a steep difference to the next plan up
The basic plan starts at $ 97/month and jumps to $297/month for the Pro plan (includes 2-week free trial).
Leadpages is the most budget-friendly landing page builder of these 4 I’ve laid out. Although the editor is not as good as Unbounce or Instapage yet, you’re still able to create and customize basic features.
Another enticing feature that comes alongside the affordability is that you can still be able to create an “entire website” with some well-designed theme templates. Unlike most landing page builders, it also offers a Stripe integrated checkout function so you can sell products and take payments.
Leadpages also comes with a drag-and-drop editor, and one of its notable features is that it has two distinct landing page editors keeping in mind its user’s abilities to run the software. The basic editor is for beginners with some basic customizations, while the other advanced version of the editor comes with full freedom to delete, re-arrange and add elements to your landing page.
- Leadpages comes with 130+ landing pages templates with mobile and desktop-friendly layouts.
- Allows highly responsive Webinars where you can embed live Google broadcast into webinar templates
- Allows easy email marketing services integrations like Mailchimp, Convertkit.
- Allows custom designed pop-up forms
- The ‘Leaddigit’ function enables the users to sign in into your webinar via their email or mobile numbers
- A dedicated analytic tab allows you to keep a record of all of your web traffic and the conversion rate for all of your landing pages.
- Affordability compared to competitors
- The editor comes with less customizable options
- A/B testing and other features are not included in the basic plan
The basic plan starts at $37/month (includes 2-week free trial). The next plan up at $79/month has considerably more features and is probably a better fit for most people.
Whether you are brand new to landing pages or you are a more experienced lead generator, it’s important to keep in mind the best practices of a high-converting landing page.
I hope your landing pages are successful and generating tons of leads for you this year!
As always, hit me up with any comments or questions, firstname.lastname@example.org
P.S. Go download our 15-point Landing Page Checklist. It’s pretty great! But I am a little biased.