How to create a landing page in 8 steps
By Kelsey Johnson June 11, 2021
Achieving more sales doesn't have to be rocket science. Learn the 8 steps to creating a landing page in under an hour.
Creating a landing page is easier than ever these days, but getting started can still be intimidating. Like most business owners, you may be worried about time.
"How long will it take? Is it even worth it? "
Answers: It can take less than an hour. And yes, it's worth it.
But let's start with why you want a landing page in the first place.
High consumer expectations and increased competition make sales more difficult. Larger companies have been using targeted marketing for years, changing the way their customers are treated.
In fact, "80% of consumers are more likely to buy when brands offer personalized experiences."
But now, with targeted landing pages, small businesses can meet those expectations (and increase sales). Landing pages are simple, inexpensive, can be created quickly – with or without pre-made templates – and are surprisingly effective.
So start creating a landing page now – I bet you can do it in under an hour and get more sales quickly.
In this article, I'll explain why you should use landing pages to grow your small business and the eight simple steps you need to take to get started.
But first, what is a landing page?
A landing page is a web page that serves a single purpose or goal. Most often the goal is to sell a product or service, capture an email address, or generate registrations for an event or webinar.
A landing page is usually aimed at a specific target group. In this case, it includes a header, images and text that directly address the people you want to address.
Or you want to sell a specific product. Say you're a writer and want to tell your brand new book. You could create a landing page focused on selling that one book. It could include a picture of the cover, a brief description, and a link to buy it.
Ultimately, the best landing pages are …
- Easy – with clear pictures and headlines
- Direct – Lead visitors to a clear action
- Focused – without distracting links back to a website
The visitor who lands on your page should know exactly what to expect from them in seconds. In less than a minute, they'll decide if they want to act – so keep your page short and to the point.
Connected: Landing page best practices to help you get more conversions.
How do landing pages help build your business?
Do you already have a website? If so, you probably spent a lot of time and money building it. So why also create landing pages?
It's simple: they work.
The average landing page conversion rate is 26%, more than ten times the average website conversion rate of 2%.
The numbers don't lie – this simple step can increase your marketing results tenfold. Talk about a return on investment!
However, there are a few other reasons to use landing pages for your business:
- They are easy to set up. You don't need any design or programming skills to set one up. With platforms like AWeber, you have access to drag-and-drop tools and beautiful templates to guide you the way.
- They are affordable. You can set one up for free or at a very low cost. You don't need expensive website software or hosting.
- They are good for testing. Once you are a seasoned builder, try creating two landing pages and comparing them to see which product, audience, or marketing tactic is better for your business.
Okay, hopefully by now I've convinced you that you need a landing page. But how do you actually furnish one?
How to create a landing page that converts in 8 steps
Follow these basic steps to get your landing page up and running in under an hour.
1. Start with a goal
Do not skip this step! Landing pages have such high conversion rates because they are goal-oriented. However, that means you have to start with a very specific result.
If you're not sure where to start, try answering these questions:
- For whom is that? Are you addressing a specific group of people or your entire market? What are your customers like? What do you want to achieve? What are their pain points?
- What should they do? Whether “buy a product”, “register for an event” or “fill out a form”, make sure you have one – and only one – action that you want the visitor to take.
- How does it benefit you? The visitor won't do what you want them to do just because you tell them to. Have 2 or 3 reasons why yours is the best solution for their pain points.
Once you've set the goal, write it down in just one sentence and follow this formula: This landing page uses BENEFIT to get the audience to take ACTION.
Example: This landing page uses a discount to encourage college students to buy my yoga classes.
Following this exercise will give direction to your page and help you write in a way that will encourage your visitors to act.
2. Choose a template (or create a landing page from scratch)
Most platforms offer you templates – already created and ready to use. You can find templates that fit your industry, such as some of these landing page examples:
Encourage enrollment in a fitness class
Collect contact information in exchange for a free home service quote
Increase podcast streams and subscriptions
Templates can also be industry-independent and created to take the actions your visitors want, like in these examples:
Sell a specific product or service
Get more subscribers to your email list
Promote an upcoming livestream or webinar
Templates include sample colors, images, logos, and placeholder text. If you like the general layout of a template, you can always customize everything else to suit your brand and goal.
You can also create your landing page from scratch instead of using a template. Most platforms these days have drag-and-drop editors like ours shown below.
3. Write conversion-oriented headlines and text
80% of your visitors will read your headline, but only 20% will read the rest of your website. So focus on your headline.
Think about your target audience – what is their main problem for which you offer the solution? Call a specific audience directly as follows:
In addition, you can focus on your solution to the problem point as follows:
"Custom 30 Minute Workouts You Can Do During Your Lunch Break"
Write a few headlines, then send them out to a few friends and co-workers for feedback. The more eyes you get on your headline, the better at doing it!
For the rest of your text, focus on the benefits that readers will get from your offering, keep sentences short, and use bullet points to your advantage.
Even if only 20% of people read over your headline, it should still be useful and scanned in a minute. And each text should lead visitors towards the goal you set in step 1.
When you're done, review and edit all of your texts. Unfortunately, small typos can lead to lost conversions and, worse, decreased brand confidence.
4. Create a compelling call-to-action (CTA)
A call-to-action (CTA) is simply a button or link that invites your prospect to take an action (to achieve the goal of step 1).
There's no need to reinvent the wheel here – you can use common CTA phrases like:
- download now
- Log In
- Learn more
Or get more creative and instill a sense of urgency and fear of missing out:
- Do not miss
- Grab the discount
- Join the tribe
Once you have your copy of the CTA, set up a button and make sure it does what you want – whether you're linking to a page, making a purchase, or signing up for a list.
Use bold colors and sizes to make your button stand out from the background of your website. Remember, that is the only purpose of your landing page – to get visitors to this action.
So make your CTA eye-catching.
5. Stay on brand with your colors and logo
Your landing page doesn't have to be completely the style of your main website (if you have one), but it should be similar.
Whether you use a template or a drag-and-drop builder, make sure the background, colors, and other elements match the look of your business.
Also add a high resolution logo to the header and footer of your landing page. Everything you create online is an extension of your brand – build it to be proud of.
6. Add compelling pictures
An image determines the tone of your landing page as does your header. Pick one that tells a story about your offering.
Add pictures of the product or service you are selling. Or, you can include a picture of the feeling your viewer gets when they click on your CTA. How will they feel after accepting your offer?
For example, the picture on the landing page above makes me happy, content, peaceful, and adventurous.
However, pictures will not speak for themselves. So place your picture next to or just above your headline and CTA.
By now, your landing page should really feel like it is coming together.
7. Publish your page
You are almost done! Click here to preview your landing page and double-check for typos, formatting, and to make sure your CTA is working properly. Then click Publish.
A landing page is not like an email. You can still edit it when it's live, so don't be too anxious to get it perfect.
At this step, you may want to connect your domain as well. If you use a platform like AWeber to build your landing page, you can publish it to an auto-generated URL that looks like this:
However, you may want your landing page URL to match your domain name, for example like this:
The instructions for adding your domain differ depending on the platform. How to add your domain to an AWeber account.
8. Promote your landing page
Your beautiful landing page, which is coming to the store soon, is online. Yay!
But that doesn't mean you're done. If you want people to see your page, you have to promote it. Use one or more of the following advertising tactics to drive traffic to your landing page:
- Email Marketing – Add your page to an email campaign or send a show promoting a discount or targeting a custom segment of your subscribers.
- Social media – Link your landing page to your social media bios on Twitter, Facebook, Instagram or even TikTok – it works great on a mobile device.
- Paid advertising – Match the goal of your PPC advertising with the perfect landing page and get more conversions from your investment.
- Sponsorships – Whether you are promoting on a podcast or a local news site, you can set up a landing page just for your audience.
- Partners and affiliated companies – Collaborate with people or companies in your network to bring something of value to your mutual audience.
Increase conversions with a landing page on AWeber
Now that you know how to do it, it's time to get started.
You can create a landing page (or 20) on AWeber completely for free. Plus, you can grow your business even further with 2-step opt-ins, ecommerce embeds, editing with Canva, and a gallery of free templates.
Create a landing page with AWeber today.