“The single biggest problem in communication is the illusion that it has taken place.” —George Bernard Shaw
I love this quote because it perfectly sums up why so many landing pages flop. Just because you built it doesn’t mean they’ll convert. If your landing page isn’t speaking directly to your audience, addressing their pain points, and leading them toward a clear action, it’s just another pretty page on the internet.
What Exactly is a Landing Page?
A landing page is a single, laser-focused web page designed to convert visitors into leads or customers. Unlike your homepage, which serves multiple purposes, a landing page has one job: Get people to take action. Whether that’s signing up for a freebie, scheduling a consultation, or making a purchase, a well-optimized landing page makes it ridiculously easy for visitors to say, “Yes, I need this!”
If you’re serious about boosting sales and website conversions, landing pages should be at the top of your marketing to-do list.
Why You Need More Than One Landing Page
Let’s get one thing straight: One landing page is never enough. If you sell three products and one service, you need at least four separate landing pages. Each one should highlight the unique benefits of what you’re offering.
Remember this golden rule: Focus on benefits, not features.
People don’t care that your software has 10 customizable widgets. They care that it will save them two hours a day. Instead of listing product specs, tell them how your product makes their life easier, richer, or more enjoyable. The more landing pages you create, the better you’ll rank in search engines. More pages = more visibility.
The Power of Niche Targeting
A landing page is only as good as the audience it’s built for. If you try to appeal to everyone, you’ll appeal to no one. That’s why you need a specific offer for a specific audience within a small niche.
Before you build a landing page, do your research. Understand what your audience struggles with, what they desire most, and how your product or service solves their problem. This is the secret to writing copy that speaks directly to them in a hypnotic way.
Want help figuring out your audience? I’ve got you covered! My free Target Audience Template and Customer Profile Worksheet will help you narrow down your niche like a pro. (It’ll be available on this website soon—stay tuned!) In the meantime, download my free guide, Website Riches, and I’ll send you the link as soon as it’s ready.
The Technical Side of Landing Pages
Landing pages are powerful, but they come with a few caveats. Here’s what you need to know:
- Each landing page costs time and money to create.
- Too many landing pages with large images can slow down your website (a major no-no for conversions!).
- If you need more than five landing pages, consider using a subdomain to keep your site running smoothly.
If you’re just starting out, focus on two or three of your most popular products or services and create landing pages for those first. Less is more—until you’re ready to scale.
The 3 Must-Haves for a High-Converting Landing Page
- A compelling offer – This could be a discount, a freebie, or an exclusive deal.
- An opt-in form – You need to capture leads, whether it’s just a name and email or more detailed contact info.
- A strong call-to-action (CTA) button – This is where the magic happens. Your CTA should be clear, action-driven, and impossible to ignore.
I’m a huge fan of CTA buttons. They make life simple. Want more leads? Use a CTA. Want more sales? Use a CTA. Make sure it stands out, pops on the page, and tells people exactly what to do.
Landing Page Guidelines You Should Follow
- Ditch the navigation bar. Keep visitors focused on the action you want them to take.
- Include your company logo. Link it back to your homepage in case visitors want to learn more.
- Have a privacy policy link at the bottom. Google treats every page like a mini website, so don’t skip this step!
What About SEO and Google?
Google loves user-friendly pages. While traditional landing pages don’t always follow Google’s “best practices” (like having navigation links), you can still make them work for SEO. If you’re driving traffic from Facebook Ads, YouTube, or emails, you don’t need to worry much about navigation. But if you want organic search traffic, consider adding minimal links to keep Google happy.
The Secret Sauce: Sales Funnels
A landing page is just step one of a bigger marketing strategy. You’re not just capturing leads—you’re nurturing them into customers. That’s where a sales funnel comes in.
A funnel moves people through the journey of:
- Discovering your offer
- Becoming interested
- Trusting you
- Making a purchase
- Coming back for more
If you’re serious about growing your business, you’ll want to think beyond just landing pages and start building a conversion-focused sales funnel.
Landing Pages: Your Fast Track to Sales
Landing pages are one of the most effective tools for growing your online business. Thousands of entrepreneurs have used them to generate leads and sales—sometimes before they even have a full website!
If you have a product or service, you can start selling right now with just a landing page. But remember, not all landing pages convert. There’s a strategy behind high-converting pages, and I’ll be covering it all in an upcoming course.
So, stay tuned!
If you need help crafting a killer landing page strategy, let’s chat! I’m offering a Free 20-Minute Consultation to help you get started. Click the link below to book your session now.
