How to create a landing page that sells

SkillsCategory
19 min read
Cathy Ngo

Need a landing page to help turn leads into paying customers, but don’t know where to start? We’ve got you covered. This post will help you learn what a landing page can do for your business, along with how you can utilise it in the following ways:

  • Promote an exciting new product or special offer
  • Advertise a new campaign for notable occasions (like Valentine’s Day or Christmas)
  • Encourage visitors to opt-in and share their contact information for something interesting (like an e-book)

Keep reading to brush up on all the basics and view examples from companies with the best landing pages for inspiration.

What is a landing page?

A landing page is a targeted webpage that users enter through an external source, usually from digital marketing campaigns. A few examples of ways people end up on landing pages include:

  • An email marketing blast
  • A paid Google ad
  • Any targeted marketing activity

People can also find landing pages by searching for specific keywords on search engines.

The purpose of a landing page is to persuade the user to act.

This could mean encouraging them to buy a product or support a charity or cause — the possibilities are endless. But it’s important to note that landing pages should serve one purpose at a time to maximise the benefits.

Here are some common types of landing pages:

Lead capture pages

Lead capture landing pages are commonly used to collect email addresses in exchange for something like an eBook, white paper or a webinar. They are often used with pay-per-click (PPC) ads, leading to higher conversion rates and better results.

When customising a lead capture landing page, it's important to include strong headlines, visuals, a call-to-action, and relevant user information fields (name, email address). Companies use lead-capture landing pages to find potential customers and build lists for email marketing, newsletters, prospecting and inbound sales.

Click-through option

A click-through landing page aims to persuade visitors to take an action, such as:

  • Making a purchase
  • Subscribing to a service

These pages serve as a bridge between an advertisement and an online store, allowing users to learn about a service or product without committing to a purchase right away. As such, they provide in-depth information about an offer.

Businesses can entice visitors to click by offering free trials, coupons or something else of value.

Visitors can proceed to the next stage by clicking a customisable call-to-action button.

Splash page

A splash page, often displayed as soon as the visitor arrives at a website, is a creative way to capture their attention before they reach the intended destination.

The term 'splash' aptly captures its purpose of generating significant interest. Unlike most landing pages focused on turning browsers into buyers, splash pages have specific goals, such as  making announcements about conferences, events, or promotions. This can inspire you to think creatively about your landing page strategy.

As intermediary pages, splash pages can provide crucial information or gather limited data from visitors, such as age or language preference, before granting access to the main site.

These pages often feature little text and a captivating background image. They typically refrain from asking for much information from visitors.

Squeeze landing page

While lead-capture landing pages aim to educate visitors about a specific offer, "squeeze landing pages" take a different approach. They are typically shorter and smaller and intentionally lack images or extensive text.

The primary goal of squeeze pages is to drive transactions rather than provide detailed information.

Often referred to as "opt-in pages," squeeze pages are commonly used to offer eBooks, digital downloads or other valuable content in exchange for a visitor's contact information. They are also frequently used for appointment booking services such as consultations or open house inspections.

Squeeze landing pages are particularly popular among those who are new to creating landing pages, as they require minimal time while still yielding excellent results.

Thank you landing pages

Expressing gratitude through "thank you" landing pages demonstrates good manners and presents an opportunity to nurture leads. When a customer completes a form or makes a purchase, acknowledging their action with a thank you message can be a strategic move to keep leads interested.

Coming soon page

Launching a new product or business? Create anticipation with an inviting coming soon landing page. Use a coming soon website template to offer a sneak peek of your upcoming offerings without revealing everything.

A few ideas for your coming soon page:

  • Include a launch date or countdown to build excitement and let visitors know when to return.
  • Add a "notify me" email form to send them a message with a link to the landing page once your launch is live. This email list will be invaluable for future marketing campaigns.
  • If you're revamping your site instead of launching a new line, use a website under construction template to inform visitors about your upcoming changes.

Create a buzz for your upcoming product or business launch with a well-designed coming soon page or website under construction template.

Event landing pages

In this era of time constraints and too many commitments, hosting a successful event, conference or meet-up requires a compelling reason for potential attendees to invest their time.

One way to do this is to create an event landing page that encapsulates all relevant details. Include a registration form for ease of participation.

Consider incorporating a countdown timer to generate excitement and urgency when designing the landing page. You could also use videos or photos from previous events to give attendees a glimpse of what to expect. This strategy can create a sense of FOMO (fear of missing out) and encourage sign-ups.

To increase signups, ask for only the most crucial registration information. By streamlining the signup process, you can minimise barriers and get more signups.

How do I create a landing page?

You can create a landing page using GoDaddy’s free website builder. It’s quick, straightforward, looks professional and allows you to show off your creativity. You can use it to publish unlimited landing pages to serve different needs and campaigns.

It also has built-in marketing tools (such as email and social media marketing) to help make your landing page successful.

To get started, sign up for an account and pick from a range of templates to start your site for free. Add your content and business info, then manage everything from one dashboard on any device.

If you’re ever unsure about anything, GoDaddy has 24/7 support available.

First things first, know who you are targeting

Understanding your target market is crucial for successful business outcomes, as it allows you to focus your resources.

By identifying the group of people or companies who are most likely to purchase your product or service, you can tailor your marketing message while saving time, money and effort.

To determine your target market, start by analysing existing customers (if you have them). Collect data such as age, location, spending habits, interests, and life stages. This will give you insight into your customers’ preferences and motivations, informing the best tone of voice and advertising channels for your business.

But the process doesn't end there. Interact with customers to gather additional insights about their experiences with your offering. Ask questions about:

  • How your product or service benefits them
  • Their favourite aspect or feature
  • Any areas for improvement

This feedback enables you to refine your product or service, ensuring it aligns more closely with customer needs.

Additionally, creating targeted landing pages tailored to specific segments of your target market allows you to effectively reach and engage diverse audiences. This approach enhances the relevance of your messaging and increases the likelihood of conversions.

Related: How to segment your prospect lists for better results

Then understand your goals for the landing page

Before you start creating your landing page, you’ll want to set a goal. What are you looking to get out of it?

What action do you want visitors to take?

Your landing page's conversion goal should be something that benefits your business.

Often, people who create landing pages are trying to generate leads. But that's not the only option. You could also use a landing page to:

  • Increase sales of a new product or service
  • Boost awareness of your business
  • Promote an event
  • Collect email addresses for your newsletter
  • Get more people to download your app

Knowing your goal before you start creating your landing page will help you focus your efforts. When you know what you want to achieve, you can choose your content and design elements based on that goal. This will make your landing page more effective and likely to move visitors to the next stage of the buying process.

Additionally, it will help you measure your results. Once you know your goal, you can track your progress and measure your results. This information will help you improve your landing page over time.

If you're not sure what your goal is, here are a few questions to ask yourself:

  • What is the purpose of my landing page?
  • What action do I want visitors to take?
  • How will achieving this goal benefit my business?

Answering these questions will help you set a goal and start creating a landing page that is designed to achieve it.

One way to think about goals is known as the SMART technique. SMART stands for Specific, Measurable, Achievable, Relevant and Time-bound.

Here are some examples of SMART goals for landing pages:

  • Generate 100 leads per month
  • Increase sales of a new product by 20% this year
  • Get 1,000 people to sign up for a webinar six weeks from today
  • Collect 500 email addresses for a newsletter

Here's what's usually on a landing page

Depending on the purpose of your landing page, the best landing pages have a few elements in common. Example could include:

  • Powerful imagery and videos
  • Text that highlights benefits of your products or services
  • Subheadings and calls to action throughout

Let’s take a deeper dive below to learn about each one in more detail.

Hero image

The hero image is the first image your users will see. And because first impressions matter, you’ll want it to be bold, eye-catching and located at the top of the page.

A hero image can be a literal representation of your product or service, or an illustration of something more abstract.

For example, if you are in the food business, it could be a photo of the delicious meals you create. And no matter what image or graphic you choose, it should always create a positive feeling towards your business, so that it makes users curious to scroll through.

Editor’s note: Need help creating visuals on a budget? Try this great tool for beginners — it comes with plenty of pro design templates, fonts and images you can easily piece together in minutes. Check it out for free today.

Strong headline and subheadings

The best landing pages have captivating headlines that include the main keyword for the page, along with a good hook to capture your reader’s attention.

Subheadings will support the main heading, but also help readers scan the text more easily while reading. Big blocks of text can be hard and tedious to read, so break up long passages into shorter paragraphs and bulleted text. You don’t want your readers to get lost in too much information.

Having catchy headlines throughout your webpage will help engage your visitors, so that they can better understand your offerings.

Supporting copy

Copy refers to the text that provides further details into your offerings. It’s usually under each subheading and a few sentences long. Less is more here, so make sure the copy is concise and serves a purpose. You’ll want to use it to highlight the benefits of your products or services.

Close-up of person typing on laptop

When writing your copy, minimise jargon unless you are working in a specific field where it is required. Think about the visitor who is reading it and what comes to their mind. Are they actively encouraged to buy your product throughout the text? Or are they cognitively overloaded by too much info?

Related: The dos and don’ts of web writing

Call to action

A call to action (CTA) is usually a button that takes the visitor to the next step of the customer journey. There are many reasons why a visitor might click on a CTA, and many landing pages have them immediately after a headline or subheading.

The best landings pages will also typically display the CTA prominently, so that they can encourage readers to click. Common CTA examples could include actionable text like:

Orange button reading download
  • “Learn more”
  • “Buy now”
  • “Get started”
  • “Download now”

Drawing from the examples above, you’ll notice that they are all direct and enticing — without needing to use more than a couple of words for each.

Examples of successful landing pages

Need inspiration for landing pages that get you clicks? Check out the following companies that are leading the way with some of the best examples.

AirbnbAirbnb landing page

Airbnb’s host your home landing page allows the imagery and videos to do all the talking. Text is minimal, but direct and clear. It invites users to imagine the possibility of “host(ing)
anything, anywhere."

Airbnb also has an interactive tool where you can “Find out what you could earn as a Host” using their calculator. Every section has a CTA button inviting users to learn more about hosting.

Slack

Slack is a work collaboration tool that never fails to engage. The Slack Digital HQ landing page immediately hooks visitors with a short GIF, along with a success story from IBM and logos of other big brands. It features statistics to appeal to users who are data-driven and has a FAQ section to close off any possible objections.

Who Gives a Crap

Who Gives a Crap is an eco-friendly company that offers products such as toilet paper. They stand out by dedicating half of their profits to supporting non-profit organizations focused on clean water and sanitation projects.

Additionally, they have a special "Refer a Friend" page where you can earn a $10 discount whenever a friend makes a purchase using your unique link or code. This is a fantastic way to spread awareness about their social impact and encourage others to join the cause.

Miro

Miro, a cloud-based diagramming solution, caters to businesses and teams of varied sizes. Miro’s home page features an email sign-up form prominently displayed in the centre, inviting users to "Sign up free" by clicking a bright blue call-to-action button.

Lyka

Lyka, an Aussie dog food company, specialises in crafting small-batch food tailored to your furry friend's needs. They have a dedicated landing page where you can get a custom feeding plan for your beloved dog.

The page's compelling copy emphasises the various advantages of choosing Lyka and offers an enticing promotion— a generous 30% discount on your first delivery.

You may be wondering how people will find your new landing page. The internet is vast and there are billions of pages for yours to get lost in.

Promotional campaigns play a pivotal role in helping target visitors find your landing page. Tactics such as search engine optimisation (SEO), digital marketing ads, and email blasts can drive traffic to your landing pages for optimal results.

SEO strategy

Search engine optimisation is the process of selecting keywords that potential customers use when searching for products or services like yours, then working them into your web pages. 

To choose an effective keyword, consider factors such as relevance to your business, search volume and competition. 

Once you've chosen a keyword, incorporate it into your landing page headlines, meta tags and body content. This will help your landing page rank higher in search engine results pages (SERPs), increasing its visibility and attracting more visitors to your landing page.

Related: A simple step-by-step guide to keyword research

Digital ads

Whether displayed on social media or search results pages, paid advertisements can be targeted to different kinds of customers. 

Paid social ads are geared towards fostering relationships and sparking interest among your target audience. Those who click on them are taken to landing pages designed to move them to the next stage of the buying journey. These ads can raise awareness of your business, increase engagement and nurture leads who may not actively search for your product or service. 

On the other hand, paid search ads use relevant keywords and search terms to drive traffic to dedicated landing pages. By aligning your paid search campaigns with specific landing pages, you can guide potential customers towards purchasing or taking the desired action. 

Email blasts

An email blast is a mass email sent to a large group of people, typically used for marketing or promotional purposes.

When done effectively, an email blast can be effective in reaching a broad audience and driving traffic to your landing page or website.

To write an email blast that works, consider the following:

  1. Start with a strong subject line. Your subject line is the first thing your recipients will see, so make sure it's attention-grabbing and relevant to your offer.
  2. Personalise your email. Use your recipient's name and other personal information to customise your email. 
  3. Keep your email concise and to the point. People are busy and don't have time to read long emails. Get your message across quickly and efficiently.
  4. Include a clear call to action. Tell your recipients what you want them to do, whether it’s visiting your website, signing up for a free trial or purchasing.
  5. Use images and videos to make it more interesting. Pictures and videos can make your email more visually appealing and engaging.
  6. Proofread your email carefully before sending it. Make sure there are no typos or grammatical errors.

When to send an email blast?

The best time to send an email blast will vary depending on your audience and goals. However, there are a few general guidelines you can follow:

  • Send your email blast on a weekday. People are more likely to check their email during the week than on weekends.
  • Avoid sending your email blast during peak hours. People are less likely to open your email if they're at work or in a meeting.
  • Consider the time zone of your recipients. If you have recipients in different time zones, send your email blast at a convenient time for everyone.
  • Test different send times to see what works best for your audience.

Ready to create your landing page?

Landing pages are integral to digital marketing and help businesses turn contact information into potential customers and sales.

The best landing pages have a few elements in common, such as:

  • A punchy headline
  • Beautiful imagery
  • Strong CTAs
  • Clear supporting copy that provides further context

Lastly, you don’t have to be a professional web designer or copywriter to create a landing page that sells. Remember, creating a landing page can be simple and free when you sign up for GoDaddy’s free website builder. We suggest keeping it as simple as possible to serve one purpose at a time, so you don’t overwhelm your visitors.

Frequently asked questions about landing pages

Still have questions? The answers could be here?

What’s the difference between a landing page and a home page?

Landing pages persuade users to take one specific action. Examples could include:

  • Having users sign up for a newsletter
  • Buying a product or service
  • Encouraging users to RSVP to an event

On the other hand, a home page contains general information about your business and gives visitors a high-level understanding of your offerings. Home pages also typically include menus that help visitors find what other pages on the website.

How long should a landing page be?

When it comes to landing page length, there's no one-size-fits-all answer. The ideal length depends on factors like the offer's complexity, the target audience and the desired action.

That said, here are some general guidelines to keep in mind:

1. Keep it concise: Landing pages should be focused and easy to scan, so aim for a length that allows you to convey all the essential information without overwhelming visitors. Avoid unnecessary content and distractions that may confuse them.

2. Consider your audience's attention span: If your target audience has a short attention span, a shorter landing page with a short, clear message may be more effective.

3. Long-form landing pages: When the product or service is complex and requires detailed explanation a longer landing page may be necessary to provide all the necessary information and address potential objections.

4. Test and improve: The best way to determine the optimal length for your landing page is to test different versions and track their performance. Use this data to make informed decisions and refine your landing page for maximum conversions.

How do I know if my landing page is working?

Landing pages are for visitors ready to convert, so they usually look for key information (think specific phrases or keywords) related to their purchase intent. One of the ways to ensure your landing page is working is to optimise it for related phrases and keywords.

Regularly check your analytics to see where the traffic is coming from and what search terms are used.

You can also create two pages for the same campaign (also known as A/B testing) to increase your odds of converting. Many brands do this as an ongoing process to increase landing page performance.

Related: Google Analytics for beginners

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