Sales and Marketing - Jen Jordan

Jump Start Your Marketing with Landing Pages

A well-planned landing page can make marketing more effective for your small business. Surprisingly, you don’t need to limit your business to one landing page.

You can use multiple landing pages for different marketing campaigns. This option helps lead potential customers through the best sales funnel.

Defining Your Goal and Audience

Before designing your landing page, clear objectives are a must. Determine if you are creating the page to generate leads, promote a product, or achieve another specific goal. Know your target audience. Your customer persona will guide your entire landing page creation process.

Choosing Your Landing Page Platform

Selecting the right platform for your landing page is crucial. Consider platform offerings like how easy it is to use, what templates they offer, and what features come with the service.

Some features, like A/B testing, will help collect marketing data. Consider your expertise level, budget, and desired level of customization to help you find the right choice.

Website Builders: Wix, Squarespace, WordPress, and other web builders offer templates and ready-made designs to create professional landing pages. They are flexible and scalable to accommodate different small business needs and budgets.

Landing Page Tools:

• Leadpages are designed for high-converting landing pages. They offer A/B testing and lead capture features.
• Unbounce builds custom landing pages geared toward optimizing conversions. It also requires very little knowledge about coding.
• Instapage focuses on collaboration and personalization, making it a perfect option for marketing teams.

Design Your Landing Page

Following fundamental design principles will help you create an effective landing page.

• Choose a template that matches your goals and needs. Templates can guide your layout and content with ease.
• Prioritize layout elements. Your Call to Action (CTA) and benefits should be visible without scrolling. This "above the fold" placement minimizes your bounce rate.
• Visitors should immediately understand what you offer and the next step you’d like them to take.
• Use concise wording to highlight your products, value, and benefits. Be sure to engage your audience and give them a reason to continue reading.
• Make your CTA obvious. Consider using contrasting colors in addition to compelling wording.

When designing your landing page, keep brand consistency in mind. Ensure it is an extension of your brand.

• Using your brand’s colors throughout your landing page reinforces brand recognition and keeps your pages feeling consistent.
• The images you choose need to align with your brand and message. They should also be high-quality and eye-catching.
• Choose a font that is easy to read and in line with your design.

A quality landing page is clean, clear, and simple. Nothing should distract the visitor from taking action.

Creating Persuasive Copy

Well-crafted copy holds your reader’s attention. This area is worth spending a bit of money to ensure quality content. Here are the critical elements for your landing page copy:

Headline: This is the first thing readers see and needs to grab their attention.

• Avoid obvious click-bait style headlines that might harm your credibility.
• Consider making your headline benefit-driven.
• Angle your headline to solve customer issues.

Subheadline: The subheadline offers more information after the headline.

• The subheadline should still be compelling but concise.
• Use this space to elaborate on the value mentioned in your headline.
• Think of this as a bridge from grabbing the reader’s attention to the next section of the sales funnel - where you tell them a bit more.

Body Text: This is where you provide more in-depth information to your readers.

• Keep the focus on benefits while creating a sense of urgency. If your product or service solves a problem or need, the reader must feel compelled to act quickly.
• Be succinct so you don’t confuse the message.
• Consider tapping into emotions or building a sense of community with your copy.

Call-to-Action (CTA): This is where you instruct visitors on what they need to do.

• The CTA should be clear, easy to read, and prominent.
• Make sure your CTA aligns with your goal.
• Use strong, action-based verbs.
• Place your CTA in a visually appealing area.

Once you have all your design elements, ensure your landing page is optimized. It must be dynamic, meaning it works on all screens - computers, tablets, and mobile devices.

Crafting your marketing landing page begins withclear goals and a target audience. Choosing a platform and template that best serves your small business will simplify the process. Use the template to guide your persuasive copy, and enjoy this opportunity to boost your leads and sales.

Works Cited/Resources

How to Create a Landing Page with High ROI [Expert and Data-Backed Tips] (hubspot.com)

Landing Page Best Practices sorted by design, writing & more tips (convertkit.com)

8 Tips for Writing a Great Landing Page Content | Taboola

Start with the Basics: How to Create a Landing Page [Free Guide] (instapage.com)

How To Write a Landing Page for Small Businesses | Capterra

How to Create a Landing Page in 2024 (Detailed Guide) (elegantthemes.com)

The Ultimate Guide to Creating A Successful Landing Page for Your Business [Tips + Examples] - crowdspring Blog