What Are Landing Pages and How To Create Them?

Landing pages are the logical extension of advertisements. When people click on your one-line ads, it shows their intent in knowing about the product or service more, which further increase your chances of leads actually converting into sales once they reach your landing page. For small business entrepreneurs, creating landing pages is yet another way to generate revenues.

How To Create Landing PagesHowever, a large number of businesses are unaware or ignorant about how to create landing pages.

Sometime they publish too generic of content that robs the reader’s interest or sometimes their landing page is never-ending, which again proves to be futile.

If you are interested in creating sales landing pages, consider these four questions first:

1. What does the landing page offer?

When a prospective buyer clicks through the advertisement and reaches the landing page, the buyer does not want to be bombarded with irrelevant information or sales pitch. They want the landing page to tell them upfront what the product or service is all about and how it can benefit them.

Most importantly, remember that not all visitors actually read through each line on the page. They scout for relevant information and if that information meets the visitor’s needs, you can expect a sale. Landing pages are for selling products and services upfront; therefore, don’t linger too much. Visitors will lose interest.

2. What is the target market?

Your landing page should fulfill the interest of the target market. First and foremost, find out your target market. On that basis, you are going to use AdWords and create AdSense ads. When you directly refer to the target market, it shows them that you understand their needs, motivations and preferences, which will result into sales conversion.

3. Why is the target market interested?

The interest of your target market on your product solely depends upon what’s on offer that is, how is your product or service different from other marketers in the same segment? What is the USP of your business?

Once you can underline and present it in front of the target market through your landing page, you accomplish an important step of converting leads into sales.

Moreover, you can analyze the intent and interest of the target market through the keyword search engine tool. First, do a test-run for few days. See what keywords are receiving more clicks than others. On this basis, you can build and target your landing page.

4. How can the target market get started?

Be specific about the details and instructions placed on the landing page. Don’t misguide or make promises you cannot fulfill. The landing page should instruct clearly the action you want the visitors to take.

Do you want them to purchase the product or service? Do you want them to sign-up on your mailing list? Are you giving bonus gifts in lieu of visitors signing up for your mailing list? Coupons, bonuses, guarantees, and Call to Action messages are some of the most important items on a landing page.

Landing Page Types and Their Uses

There are two kinds of landing pages: transactional and referential…

Transactional Landing Page: This kind of landing pages demands some action from the visitor before unveiling further information. This action could mean filling out web forms with name and email ids or interaction with certain advertisement.

The ultimate goal is, of course, the sale of the product or service. When the visitors ‘transact’ with the landing page, this is known as “to capture the lead” or “conversion” in economic terms. You can measure the quality of your landing page by the number of conversions.

Referential Landing Page: This is the most common landing page seen online. The reference landing pages meets the objectives of the advertiser through strong sales copy, images, and placement of links at relevant places. See our 12 step blueprint to write a strong sales copy.

This form of landing page has a clear ‘call to action’ message. ‘Webvert’ is a special kind of reference landing page that uses Google AdWords and AdSense tools to generate leads and interact with the visitor. It is an ethical landing page, designed by using AIDA principle.

Webvert shows the quality scores of Google AdWords, meaning the keywords performing better or less are displayed on the AdWords report. This information can be used to tweak marketing strategies and also control advertisement costs.

Pay Per Click (PPC) campaigns and social media networking are the most common ways to promote landing pages.

Tell us your success stories with creating landing pages and subsequent conversions!!!

Simple 12 Step Blueprint for Writing Sales Copy

After you have collected all the pieces of your target market research, it’s now time to pull it together and start writing. Following are the 12 steps to help you achieve your desired results.

Simple 12 Step Blueprint for Writing Sales CopyWhen you are preparing to start writing your piece of sales copy whether for a landing page, an email or a sales letter, keep these two things in mind stated by John Carlton, one of the best copy writers ever:

“There’s money in your prospects pocket that belongs to you. He or she really needs that product or service and the cost is a pittance compared to the life changing value that he or she will get. And, most people lead lives of quiet desperation and are starving for excitement. So you need to be the most interesting, exciting thing to come into your prospects life today.”

Ask yourself these questions before you start your copy:

  • If you had to make the sale, what would you say?
  • How would you begin the conversation with your prospect?
  • What would you have to prove to your prospect?
  • What would your prospect challenge you on?
  • How would you diffuse their objections?
  • What could you say right up front that would make it impossible for the prospect to walk away?

Build your copy around your answers to these questions while applying curiosity, empathy and resonance . . . while creating a masterful flow all the way to the end.

1. State your intention.

What is your desired result? Your goal? What message are you trying to communicate to your prospect? Always keep your goal in mind while your writing.

2. Get organized.

Take all the information you have on your prospect, market and competition (from your research) and organize it in a way to effectively communicate it in your sales copy. What have you learned about your prospect that would grab their attention in your headline leading them down the page? What are the major motivating benefits you can use to form your bullet points? What have you discovered to get them to take action? Is your offer the strongest it can be? What would be the strongest benefits to use in your PS’s?

Do you see how doing research plays a major role in writing sales copy? If you couldn’t answer these questions, you’d be taking a shot in the dark about your target market and your copy would reflect it.

3. Write a draft.

Just write, no editing here. Set a timer if necessary and give yourself about 20-30 minutes.

4. Take a break.

Let your mind wander and your subconscious will help you organize your thoughts. Take the pressure off of yourself for a while.

5. Review your draft.

You can extend it out with other ideas you have or maybe you think it sucks all together. Don’t be afraid to put that one aside and start another one. ( My wastepaper basket overflows rather quickly)

6. Take another break.

Again, your mind starts working for you.

7. Pull it all together.

If you have written more than one draft, now is the time to combine them; review it – add to it – delete from it – change things around.

Read it and make sure it matches your intention, your goal, your desired result and you’re communicating your message correctly.

8. Leave it sit.

Never edit your copy the same day you’ve finished it. Sleep on it. You might come up with another idea to add plus, you’ll be able to spot your mistakes more clearly after you’ve put it aside for some time.

9. Use a spell checker.

You don’t want any misspelled words.

10. Use a thesaurus.

You want to use shorter, simpler words that have the same meaning when writing. Try not to use big fancy words the prospect has to think about.

11. Add in’s.

You can always use a joke, a quote or tell a story. Add your personality to it. Remember . . . keep it simple and easy to read.

12. Check the flow.

Read it out loud to see if there are any areas where you get hung up or it just doesn’t sound right. Have a family member or friends read it and give their feedback. Read it out loud. Take notes.

Now that your copy is complete, here are some questions to ask yourself to make sure you’re coming from the prospect’s point of view.

Does your copy answer these questions?

  • What’s in it for me?
  • Why should I care?
  • What are the benefits?
  • What will I get out of it?

If your copy answers these questions, you should feel pretty darn good about writing to your prospect with their best interest in mind… helping to solve their problem or make their life a little bit easier.