Why You Should Be Using Landing Pages

December 23, 2015 by Nick Jensen

landingpages

Are you paying to send visitors to your website?

Are you using Google Ads, Facebook Ads, Bridal show ads, The Knot, Wedding Wire?

If you are paying any money to drive prospects to your website then you need to be using targeted landing pages.

But what are landing pages?

Let’s start with what landing pages are not. At the base you could refer to any web page that a visitor “lands” on via search or other hyperlink. That could be a blog post, a services page or even your home page.

But we are not talking about that, we are talking about a webpage that has a clear action for the intended visitor and it’s sole purpose is to capture information from the visitor. This is typically done with a Call To Action with a Form.

But my home page has a form on it…?

Awesome, that is a great thing to have but it is not a landing page.

But why?

Does it have a clear and concise action that you want the visitor to take? (The form might)

Does it exist for the sole purpose of moving prospects into your pipeline? (not quite…)

While having a call to action button or a form on your homepage is great, your homepage exists for another reason. It is to provide information to visitors that have come in via your business card or via a web search. You might want to show off some of your latest offerings or have a video about your values as a business. While these are all great things to have, the distract the visitor from a clear purpose of giving you their information.

When should you use landing pages?

If you are paying for traffic to your web pages and not sending them to a landing page then you are missing out on an opportunity to be capturing more leads and making more sales.

If you are ready to start increasing your leads from paid sources then landing pages are a necessity.

Consider this: you just paid $2.00 for someone to click from your Google Ad to your website, you can send them either to your homepage or to a message match landing page.

Understanding that your homepage is built with a more general purpose, typically you have many links on your navigation and many ways for the visitor to get distracted

So why not create a web page that matches the message for the link that they just clicked.

On this message matched page you have simplified the look, taken away the navigation to other pages and have a page that is distraction free with one clear message: Give your email and in exchange we will offer you something. 

The wording matches what they clicked on.

A bad example:

Your Ad: Make your wedding memories with X2z

Landing page message: Welcome to X2z Entertainment We specialize in Everything!

A good example:

Your Ad: Make your wedding memories with X2z

Landing page message: Make Lasting Memories on Your Wedding Day With X2z Entertainment

By ensuring that your message matches the ad, your visitors will feel as if they made the right click.

 

What you need to get started with landing pages

Now that we know the when and why lets get into the HOW.

How do we get started with landing pages?

I can tell you that you don’t need to have a computer science degree to get started, you don’t even have to be a web designer to make this happen. There are many options available to help you build, publish and host your landing pages.

Here is what you will need:

  1. A Purpose – Why are you taking people to this page
  2. An Offer – What will you give them in return for their information
  3. A Form – A way to capture their information
  4. A Web Page – You can use a landing page software service to make this happen
  5. An Autoresponder – If you don’t have this setup yet. Do it

 

purposeforlanding

Why are you taking people to this page?

We touched on this a bit earlier. Why are you sending people to a landing page. A primary reason would be that you are paying for people to visit your website in hopes that they will turn into new leads that you can eventually turn into paying customers.

clear-offer

What will you be giving them in exchange for their information?

Make it good, make it match your original message. I am not saying go out and discount your services 90% to get someone to give you there email.

You can either create a Bride Magnet (something you have to offer like a checklist, planner, most importantly something that matches your message) or give them a reason to request a consultation.

If your business does not post your pricing publicly then perhaps you have a “Get A Quote”

captureform

How will you capture their information?

This is the key. It can be as simple as just an email or you can have a few more pieces of information (Name, event date). The important think to remember is that you want to keep this simple.

Low friction. The more fields a prospect has to fill out, the less likely they are to do so.  Your form should properly reflect your Purpose and Offer.

If your purpose is to capture the email of a potential bride and your offer is a planning checklist, while it would be nice to have a phone number, all you need is her Name, Email, and maybe wedding date.

the-build

How do you make this work?

A word of caution: It doesn’t matter what you use to create your pages, what matters is that you create your page and get it where the world can see.

I have tried and tested every option out there for building landing pages. Leadpages, Clickfunnels, Ontrapages, Instapage, Unbounce, OptimizePress, Thrive Landing Pages. And there are more, many more…

You might be able to even build it into your current website based on your configuration, but these resources will make this process very smooth for you.

…You get the picture, there are options and a lot of them. I am going to break this down into two categories – Hosted & Self Hosted.

Hosted Landing Pages

These are the quickest way to get your message out there. They offer templates that have been designed and tested by professional marketers. There is no coding required and you can have your new page up in the shortest amount of time.

You can simply add your content (copy, images) and connect your autoresponder service to their built in forms.

My top picks and the services I use personally:

leadpages

Leadpages

Pricing starts at $37 month-to-month. Free templates and a template marketplace. You host the pages on their domain or push them to a WordPress site via plugin. Easily connects with all major email marketing providers for form integration.

 

ontrapagesOntraPages

Completely free to get started and then $15 a month. Drag and drop builder with free & paid templates.  You can use a subdomain of theirs or your own custom domain. They also have a WordPress plugin as well. You can build your forms and connect them with your favorite email marketing service.

 

Self Hosted Landing Pages

If you are using a platform like WordPress for your current website, these options can be useful.

They offer many of the same features as the hosted page builders but they will leave you to manage your hosting and security of the pages. If you are a more technical person this can be a good option.

 

optimizepressOptimizePress

This WordPress plugin offers a one-time fee of $97. With many great templates to get you started. They also have a marketplace that you can purchase more templates. It does use a drag and drop builder, but getting setup is a little more complicated than Leadpages or Ontrapages.

 

Thrive Landing PagesThrive Landing Pages

While newer to the market, this WordPress plugin can get you building for only $67. With currently 122 page templates and a drag-and-drop front end builder you can have your landing page up in no time. It offers direct integration with top email marketing services to connect your forms and send your new leads email follow ups.

autoresponder

How do you complete the circle?

I won’t go into too much detail here as we could talk for hours about autoresponders, but I will say this:

An autoresponder is essential to your process. You can not be at all places at all times. You can not respond to new leads at all hours of the day.

The autoresponder will simplify your response and allow you to deliver that offer you made (your checklist, etc..)

 

Go Forth And Create

It’s time to take action. Don’t waste time debating what software to use to build or searching for an autoresponder. You might just find your head spinning.

Thoughts and ideas are nothing without ACTION.

Chances are you are already missing out on opportunity, now is the time to take action and start making your landing pages.

Define Your Purpose

Plan Your Offer

Design Your Form

Build Your Web Page

Connect Your Autoresponder

Publish Your Page

Track Your Success

Print

Nick Jensen Nick Jensen (2 Posts)

Nick is the founder of the Black Tie Lab and a Digital Marketer Certified Partner. He has spent years in the event industry owning and operating both Entertainment and Photo Entertainment companies. Nick took a break from running his own event businesses to help out others in the industry. The Black Tie Lab provides the tools that event professionals need to grow their business. Nick’s goal is simple: Support event business owners and drive success. He works with business owners that deserve to win so they can them reach their goals.


Filed Under: Business, Sales & Marketing