Thanks for signing up for this short Landing Page Jumpstart course! I’m really excited to share some important tips, tricks, and tools with you so that you can convert more website visitors into leads and customers.
Over the next week, you’ll receive three emails (this is the first one). Each email contains three of the most common questions I get asked, along with my detailed answers.
By the end of the series, you’ll have a good grasp of how to get started with, how to build, and how to test landing pages. 📈
Of course, this is a free introductory course, so we won’t be getting too much into the weeds, but along the way, I will be sharing plenty of additional links and resources you can check out to take your knowledge about landing pages to the next level, so get your bookmarking tools ready!
Let’s jump right in with Part 1: Getting Started with Landing Pages, where I answer three introductory questions.
A landing page is an independent, campaign-specific destination that persuades a member of a target audience to take one clearly defined action.
While that might seem like a complex definition at first glance, it will make a lot more sense once we break down a few of the keywords.
First, landing pages are independent. 💻 This means that they are independent of your website. If you want, you can build a landing page on your website, but you can also build a standalone one that is completely separate. The key is that landing pages do not rely on your website to succeed—they can stand on their own.
Landing pages are campaign-specific. 📝 This means that they are tied to specific marketing goals that you have.
Landing pages are built for a target audience. 🎯 This means that your pages need to focus on one type of person in your ideal target audience. If you don’t know who that person is, you need to do the research to figure this out before you start the design or build-out process.
Finally, landing pages should contain one clearly defined action that the visitor can take. This is critical. One of the most common mistakes I see with landing pages is that they try to do too much, or offer too many options to the visitor, which may confuse and distract them.
This answer can be summed up in one short phrase: “Homepages ask questions; landing pages answer them.”
In other words, homepages are usually more complex because you don’t know exactly why someone is visiting it, what they’re looking for, or where they came from. Naturally, you will have to share a lot of information (and links) on a homepage.
On the other hand, a landing page can be extremely focused since it’s most often going to be used with a paid media or email marketing campaign. You’ll have a much better sense of why someone is on the page, what they want, and what they should do next.
That’s why landing pages usually have just one main call-to-action and very few other links. There often won’t be any external links at all! The idea is to keep people focused on the main objective of your page, which increases the likelihood that they will take action.
Instead of focusing on specific “elements” that should be on your page, try to answer the questions that your visitor is likely to have.
People are on your landing page for a reason—and they have questions. If you can answer their questions effectively, you’ll move them one step closer to taking action.
If you want to learn more about this approach, check out my comprehensive guide, “The 7 Question Landing Page Framework.”
There is so much I could share on this topic, but I don’t want to bore you in this introductory email course. That’s why I put together the Landing Page Masterclass, which contains a detailed breakdown of each of these seven questions, along with visual examples and the psychology behind each concept. It’s the cornerstone of everything we do at Landing Page School, so check it out!
👉 PS: The Landing Page Masterclass only opens up a few times per year, so if it’s not open when you visit the page, be sure to join the waiting list so you’ll be among the first in line to get notified.
In Part 2 of Landing Page Jumpstart, I’ll answer some important questions about building landing pages that convert, while also sharing my 7-step landing page buildout process.
Stay tuned for that email in just a couple of days!
Landing Page School
Nicholas Scalice is a growth marketing consultant who helps brands turn more website visitors into customers, by specializing in landing page design, A/B testing, and conversion optimization.