This is a great question. And just like all great questions your clients ask you (or ask the universe) about their life’s situation, much of the answer begins with your intentions.
Landing pages come in all shapes and sizes and there is no one formula for all of them. So, you must first determine the purpose of your landing page before you can determine the length of it or its exact content.
But before the specifics, let me explain what a Landing Page is.
It’s a specific page, just one page, and it could appear on your website (many pages) or be the only page on your site. It’s the page you want someone to land on specifically when being sent from somewhere else. It’s very specific.
So, for example, if you wrote an article and put it into the site, ezinearticles.com, and you wanted a link in your bio profile on that site to send people to your coaching website home page, then your coaching website home page is your “landing page.” And, your purpose here is to drive people who like your article to come to your site to learn more about who you are and how you might help them. This is quite a broad, general marketing strategy.
More specific, would be, say you’re promoting a teleclass about how to master your money for those in financial ruin. You want to get lots of people to your teleclass, and perhaps you’re aiming for 100. You could make a single page on your website (or a single page website of its own) and the only thing on that page are some text about the teleclass and a signup box to register for it. The landing page’s purpose is to get signups for this teleclass.
Here’s a third example – selling an $1000, 8-week, total health turn-around coaching program for people 50 lbs or more overweight, complete with group calls, accountability emails and two personal 1on1 coaching calls with a weight loss guru. Your 1-pager (landing page) to sell this offer will have much more detail than the two previous examples because you’re asking people for more money and more of a commitment. You’ll probably need to promote this offer with some live events because it is a bigger ticket item. You’ll need more credibility to get people to buy this.
Since landing pages come in all shapes and sizes and serve various purposes, this article refrains from covering it all. Instead, here are some things to consider when you make your landing page:
- Longer pages are needed when asking for more from visitors – more money, more time, more effort.
- Make sure your landing page handles top resistance points. People resist making purchases or signing up for things for various reasons. Your page should address them and ease their worries.
- Load it with benefits. People buy benefits. The more the benefits outweigh the costs, the more likely the buy.
- Testimonials – must have third party accounts of how good your offer is. This is more important for purchases than freebies – but always a good idea.
- Golden nuggets. Give them a few golden nuggets of what’s in the offer (ebook, teleclass, getting on your email list, the platinum program) so they can start seeing value right away.
- Bonuses. Extra stuff to help them along is good because it adds more value and makes them say to themselves, “I’d be a fool not to take up this offer because the bonuses alone are worth it!”
- Clear action. Have a clear action step for them to take. A signup form, buy now buttons, enroll here forms, etc.
- Trust and familiarity. If people don’t know you, the number of people who take action on the landing page will be lower. Are you driving people to the page out of the blue? From your well nurtured email list? From your raving tribe of Twitter followers? Maybe a section on your landing page about “who you are” will boost your buyers.
- A guarantee that removes fear. People don’t want to lose money or waste their time. Make them a promise that their action is well worth it. For example, if it’s coming to a 2-hour workshop that costs $100 bucks, promise them that , if they don’t walk away excited and motivated to change their life, they can get a full refund on the spot.
Search online for landing page outlines specific to your intention.
There are loads of free sales page templates, landing page templates, opt-in page templates, etc. out there. Search online and you’ll find them pretty fast. They will vary, so pick one or two that seem good and give it a go. Then improve it.
The secret: Do your best and then retest.
Landing pages evolve. Your first go won’t be the best one (highest converting), so when you create your landing page, watch your numbers. Then improve it with stronger testimonials, changing the copy, and getting feedback from buyers.
If you’re worried about having one price or two pricing options, you should consider your goals, look at what competing products offer, and then try them both out.
Remember, again, the landing page that works best is the one that you get up, try out, tweak and improve.
Check out CopyBlogger’s articles on landing page (super stuff!): https://copyblogger.com/landing-pages/
In summary, know that the biggest directive in your landing page creation efforts is to know what your purpose is. Then create content on that page to convince a visitor to buy into your offer. Longer pages are needed if the “buy” is big … and shorter pages if the “buy” is small. Do it then test and tweak.
So, ever create a landing page? Did it work? Not work? Or rather, how well did it work? Maybe you had no idea how to get people TO your landing page? What have you noticed? Or done? I’d love to hear. Comment below!