Land it right

Landing pages explained

‘A web page which serves as the entry point for a website or a particular section of a website.’

You can create a landing page for just about anything. In the case of email marketing the creation of a landing page is usually used for one of these reasons:

• Subscriber list sign up
• Email course sign up
• Freebie or downloadable for subscribers

If you are looking to increase the size of your email list, a landing page is one of the most effective ways to increase sign ups.

What should you include in an effective landing page?

• Your logo and relevant images. Branding will reassure the visitor as they will instantly recognise your business. Ensure that any additional pictures are relevant to your offer and help explain what your product or service does for users.
• A clear and understandable headline. Grab your visitor’s attention and compel them to stay on the page.
• Your copy should explain what your visitor is signing up to. Break down the benefits of subscription to them clearly and write in a way that visitors feel that you’re talking to them and not at them.
• Include a call-to-action button. Ensure your call-to-action is clear and the button is designed in a contrasting colour. Also, the more personalised your button copy, the better it is for your landing page conversions.
• The lead capture form, where you actually collect visitor information such as name, email, phone number etc. A form shouldn’t intimidate your visitors and discourage them from converting. Rather, it should be easy to complete and only ask for information that is necessary to your offer.

You can create multiple landing pages and see which one converts better to really increase your traffic. Landing pages can be developed in email marketing platforms such as MailChimp, or via your website. For additional design features software such as OptinMonster can be integrated with either, and provides great options.

Now that you have a pretty landing page, it’s time to share it with the world!
Sharing your landing page URL on Facebook, Instagram, and Pinterest are great ways to start sharing. Other effective places include blog posts and email signatures. Remember to use a call to action to direct readers to click to sign up!