Do you have landing pages on your website? A landing page is a high focused page that has one call to action and targets a specific audience. This type of page can be temporary like getting people interested in an event or a webinar that you are host. Or it can be permanent page that you use to get people to purchase your eBook or new product.

Here are some tips I learned from a recent talk on building landing pages:

What should your landing page have?

• Heading and Subheading. Use headings and subheadings to break up the content and make it easier to read.
• Content. Write quality content that speaks to your audience.
• Key Benefits and Features. People like to know how you can help them solve a problem that they have.
• Social Proof. Get people who like your product or service explain how you helped them.
• Social Share. Provide links to social media, so people can share your website.
• Call To Action. Your landing page should have one step that you want people to take.
• Lead Intake Form. Provide a form so that people can get in touch with you for more information.
• Little or no navigation bar. You want to keep them on the page. Navigation bars provide a way to leave your page quickly.

How do I drive traffic to my landing page?

• Email. You can get people to your website through email newsletters.
• In Person. When you meet people, whether at a conference, networking meeting or anywhere else, tell them about your website.
• Blog. Either write a post on your own website or guest blog post on another site. Blog posts can bring visitors to your site. Weeks or months after you have written the post.
• Social Media. Share the link to your website. People will share links if it is helpful, interesting or helped them solve a problem.
• Video. Create a video and include a link to your website in the video.
• Custom Business Cards. Make custom business cards for an event such as networking that includes a link to your website.

What parts of the landing page should I test?

• Headlines. They can help or hurt your results. Try different headlines to see if you get a better response.
• Images. Your landing page should use photos, graphics or icon. Different images can help sell your story.
• Text. Your text is an important part of your landing page. Experiment with different types of content: lists, testimonials, or stories.
• Call to Action. Change your call to action. Try “Getting Started” vs “Buy Now”.
• Page Layouts. Single column, two columns or three columns can help you organize your page. Try rearrange your page to see if one, two, three or a combination of columns works better.
• Other design elements. Experiment with color, fonts and other design element. Color can font choices can influence how people perceive your website. Your intended audience may respond to different choices.

What tools and apps can I use to make my landing page?

• WordPress
• OptimizePress
• Gravity Forms
• X Theme
• LeadPages
• Optimizely

Additional tools to make your landing page better:

• Copyblogger. You’ll find tips and techniques on copywriting, marketing and more.
• Google Analytics. Use to measure how much traffic your page is getting and to help you make adjustments to your page.
• Hubspot. Use their software to help you streamline and increase your sales and marketing efforts.

Summary

Landing pages are different from other pages on your website. It can be a permanent or temporary page. You want the page to be focused on a specific audience and topic. By using different elements like headlines, call to action, social proof, lead intake form, copy and photos, you can create a landing page that fits your target audience. Test and experiment with different elements to create a landing page that works for your intended audience.