Landing pages – possibly not at the forefront of your thinking when you decided to become a wellness entrepreneur but if you are reading this blog, then you already recognize the importance of an online presence in your business – the connection to client, being searchable online, building trust and visibility by having an online platform, and ultimately expanding your client base and growing your business.
Having a website is like a storefront – clients can see your wares, connect to your branding, browse through your services but oftentimes your website visitors click away without making that crucial engagement with your business, and this is where a good landing page can fill the gap.
In this article we’ll explore all there is to know about stand-alone landing pages for your business – from what a landing page is, whether you could benefit from one, how you can build a great one and how to get the word out to your clients. Set aside a couple of minutes to follow me down this rabbit hole and learn whether a landing page could be the missing link in your business strategy.
Landing Pages vs Website Home Page
A landing page is similar to a website home page in that it is somewhere you want your visitors to arrive at and (hopefully) engage with you so that they become your loyal customers. In fact, some small business owners choose only to have a landing page rather than a full business website – if your business is niched down and you know exactly what you want to offer, then this is a great way to showcase it.
The key difference between your home page and a landing page is focus – a website is a brochure to be explored but a landing page is a single page with a simple purpose – to convert those online visits into prospective customers. No external page links, no reasons to click away for more information; just this one page and one action required from the prospective client.
The landing page can drive traffic into your business with a simple description of what is on offer and a Call To Action (CTA) that engages the visitor with a simple action to take – think a free exchange of your intel for their contact details (also known as a lead magnet, and more on that coming soon!) or a discount on your services.
If you’re using a landing page instead of a website, then content is absolutely key and not always as simple as it looks – crafting a compelling message can tie the most experienced of marketers up in knots! The page should should be a clear, simple description of your service and how to sign up for it.
The sample page below is a very simple version of a landing page. The CTA of ‘Book Now’ leaves no distraction or ambiguity. Simple message, simple action.
Before you build a landing page, you need to figure out your why – why would a landing page benefit your business goals? What will drive your business forward? Who are your audience? What do they most want from you? And – crucially – where are they hanging out?
Maybe you want to nurture your existing customers, connect with people who haven’t heard about your business yet, or educate people about your products. Landing pages can fit all these needs and more, they are an effective marketing channel that can benefit any kind of business. Some potential ‘whys’ might be:
You want to build your email list
Landing pages are awesome for building email lists – developing a lead magnet (an idea of what your clients would love to get for free from you, which we will cover in our next blog post) with some brief, valuable content can be a great way to collect email addresses from prospective clients.
Examples could be ‘5 Simple Tricks to a Regular Meditation Practice’ or ‘5 Yoga Poses You Can Do at Your Desk’. Something concise, that appeals to your client base and makes the exchange of their email information for your free document an easy transaction.
You have a special offer on a product
Including urgency in your landing page can be a great strategy, encouraging your potential client to sign up before they miss out. You might have acted on this type of strategy yourself – think of a yoga teacher training or course that offers ’67% off before midnight tonight’; did you sign up? Were you tempted? The urgency can be effective!
You want to increase sign up to an event you are hosting
Using a landing page for an event and including a great offer to sign up quickly if is also a good strategy. Whether you offer early bird pricing, access to part of the event for free, or even an entirely free event such as a ‘summit’ of wellness professionals who each share their free content in exchange for the client’s contact information.
Let’s talk stats
The success of your landing page is based on its conversion rate, and the conversion rate statistics do vary. For national or multinational companies that could have as many as 40 different landing pages, and they might see as much as 9% conversion rate but in general, landing pages typically have a conversion rate of about 2.35% – and that is likely to be a higher conversion rate than you get from visitors to your website. So if turning your online visitors into clients is part of your business growth strategy, then designing a landing page is worth your consideration.
Once you have determined your goal there are many ways to go with landing pages, but simplicity in the presentation is key. A good landing page should serve one purpose, have one decision for the client to make, and is one easy way to drive your business goal forward.
With your ‘why’ in mind, it’s time to build the right landing page for your business.
Not all clients are created equal – your landing page is never going to appeal to everyone and that is absolutely fine. Just know that the landing page will appeal to your audience, so focus on creating an authentic message to catch the attention of your audience; knowing who they are and – more importantly – where they hang out, is paramount.
A landing page can be hosted as part of your own domain and website, or by an external provider. There are so many to choose from we can’t list them all here, but they vary from email marketing services such as Mailchimp, to specialized landing page subscriptions like Leadpages or Unbounce, and they all offer similar benefits – you use their template to create a landing page, they host it for you (usually at a cost), and they share the results with you. Simple.
However, crafting a good landing page is a creative skill; what may seem on the surface a simple gathering of words and a nice image is actually a well-thought-out and expertly executed use of compelling language. This is a stage of the process where professional help on copy can be a wise investment – if you want to invest time and money it may be worth going a little further to ensure success.
Here are some key components of successful landing pages:
Simplicity – the message is clear, a well written, short title with a briefly descriptive subheading.
Focus – no links to further evidence, no distractions or reasons for your visitors to click away from the page, just one action to take in your CTA.
Perfect your branding – make sure your branding is concise, and exactly the way you want it.
Eye catching images – use images that stand out and bring your product to life. Consider investing in a professional images or collate some stock of images for your business if you want to shine through.
Content – create compelling copy that is short in words but descriptive and informative. Aim for short and sweet; it should be descriptive without leaving any unanswered questions for the client, leading them right to the CTA.
Research – look around at landing pages used by other professionals and companies in your field and take note. What is the CTA; what images have they used; how much text is included; do you think it is effective or attractive? Recognizing what attracts you to a landing page will help you design an authentic page for your business.
Use your reviews – if you have business reviews that you can drop into your landing page, use them to build trust. Research shows that 85% of consumers trust online reviews just as much as a personal recommendation, so it’s always worth blowing your own trumpet with your client’s feedback.
Spread The Word
You’ve created an incredible landing page, now you need to let the world know! This is where it’s important to know where your clients – and potential clients – are hanging out.
If you have an existing email list, then start with sending it out there. Share it to your social media platforms, and ask your friends and family to share it to theirs too; working through your organic contact list often has a high return rate as the trust in you is already there.
If you are seeking new clients, adverts are a good way to go. Social media platforms offer paid adverts which allow you to really drill down on demographics and geographic locations to target your audience but remember – don’t be afraid to niche down to the people you feel will be interested. If this is an offer for postpartum Moms, men in their early twenties likely will not be interested, so be specific on your audience to get the most out of your adverts.
Google ads can be pricey, but might work for a big boost to business.
You’ve created an incredible landing page – now what?
Next in your strategy is your post-landing page business plan – what interaction happens with your client once they have signed up? Nurturing that relationship now becomes forefront in the business strategy, but we need a whole new blog post to talk about that!