20 min read
When you need more room to highlight the benefits and features of what you are offering, creating a landing page can be the perfect solution.
An email sign up form may convert visitors who are already on your blog and looking for additional resources, but landing pages will provide more information to visitors who want to learn more about what you offer.
And unlike an email sign up form, you can customize a landing page that fits any device screen. This gives you more flexibility when it comes to design, copy, and more.
While you can build a landing page with several goals in mind, the singular call-to-action we are going to focus on in this article is converting visitors into email subscribers.
Why use landing pages when you could create other static website pages or email opt in forms to attract new email subscribers? We have a few reasons why you may want to use landing pages in your email marketing strategy and some landing pages examples to show you how other creators are making it happen.
If you build a standard email opt in form, you only have so much space to explain what you are offering. If your offering requires more explanation than what can fit inside your headline copy and a short description, creating a landing page might be your best choice.
Landing page designs are more flexible than an embedded email opt in forms. The landing page will still give the visitor an opportunity to sign up for your email list, but it will also feature more information than a simple email sign up form can give you.
Do you cater to more than one niche audience? If so, landing pages can be a great way to focus on a specific offer for a specific audience. In your landing page, you can write copy that is tailored to the niche audience you created the resource for.
This can also work well for content creators who frequently attend events or book speaking engagements throughout the year. In this case, you could create a landing page with a specific offer depending on the audience you connect with at each event, no matter if it is held in person or even online. It’s a great way to further personalize your marketing.
If you create separate landing pages for different audiences, you can also help them automatically segment themselves within your email list. That way, they only receive email content that is most beneficial to them.
Data is your friend whenever you create a new campaign. Having the ability to see where people are coming from while analyzing their intent through email signups is invaluable. You can do all of this when you are using a dedicated landing page.
Too many content creators make the mistake of sending campaign traffic to their homepage. Instead, send it to a landing page that is focused on your campaign so you can convert more leads.
Once someone has been primed to buy your service or product, they have just placed value on what you are offering. While the lead is hot, why not use this as an opportunity to upsell them on a similar offer that builds on the first?
Since it is 50% easier to sell to existing customers than to acquire new customers, creating a upsell-focused landing page can help you earn more revenue with less work. With the landing page, it is beneficial to focus on why the upsell is a natural next step for the customer who just purchased your other offer.
If you create a static website page on your website about the offer, you may run into trouble when you have slight tweaks to make. Every offering evolves over time, so you’ll want a flexible solution to help you make the changes when you need to.
One of the greatest benefits of using ConvertKit landing pages is that you can build a professionally branded landing page without needing to touch the code of your website. You can choose from the 18 templated styles we have already coded for you, so you can simply replace any copy, text, or visuals with a few simple clicks.
As you update your offer on one landing page, you can brainstorm solutions for increasing conversions on other landing pages. Since there are always improvements and tweaks to make, the flexibility and versatility of our landing pages will help you build an email list for long-term success.
Stuck on how to strategically utilize landing pages? We are here to help.
You can build high-converting landing pages no matter what stage of business you are currently in. As you build your email list, here are a few ways you can use landing pages to your advantage.
No website? No problem!
While we do recommend building and designing your own website so you have a central home-base that you have full control over, you don’t have to wait until it is built to start gaining new email subscribers.
This can be a huge relief for content creators who want to test an idea with their target audience before they build an entire website or brand around it. It can also serve as a great introduction to the brand you are planning to launch before your launch day arrives.
There is so much power in educating and engaging with your audience in the pre-launch stage of your brand. Many aspiring entrepreneurs focus more of their time on perfecting the final product rather than building a solid audience around what they are creating.
Since your email list will directly affect your conversions, it’s a great platform to focus on building in the early stages of your business. Instead of rushing to launch your website, start using a landing page to collect email addresses and offer a free incentive to sweeten the deal.
No one wants to waste time building a solution to a problem that doesn’t exist or that your target audience doesn’t value enough to spend money on. Before you sink your time and energy into something you haven’t tested, create a landing page to see if there is interest in your product or service.
In the landing page, you will have more space to explain exactly what the benefits and features are. If people are interested in investing in the offering, they can notify you of their interest by signing up for your email list for more details.
It’s smart to set a goal for how many interested leads you want to see before you start creating the product or service. Then you can decide whether it is worth the time you’ll put into the project based on the initial interest you’ve received.
What happens after you launch the product?
You can still grab email leads to gauge interest and segment your audience members for the next time you launch. Joshua Becker of Becoming Minimalist does this well with his course Uncluttered, which only launches three times each year. With an email signup landing page, he can still collect leads even when the course isn’t available.
If you don’t currently have a product or service in mind that you want to gauge interest in but still want to build your email list, you can add value by offering a free incentive. In your landing page, you can describe what the incentive is and how it is beneficial to your target audience.
The free incentive could be a video series, email course, downloadable PDF, or anything else you think would be valuable to your audience.
If you are looking for more ideas, we have a whole collection of lead magnet ideas. You can create multiple free incentives and test which are the most popular based on which landing pages convert more email subscribers.
And while having multiple free incentives is great, each landing page should be focused on ONE free incentive so the call-to-action is really clear. Otherwise, you could be decreasing your conversions by as much as 266% if you try to highlight multiple offers. We don’t want that!
Inside the ConvertKit platform, you can upload the incentive and connect the corresponding email sequence to the landing page. Then people who sign up for your incentive will get it automatically delivered to their email inbox.
Remember to use the double opt in to ensure you keep a quality list of email leads, too.
We want to make sure you have a strong foundation of knowledge before you start building your landing pages, so here are some common landing page best practices to keep in mind.
We talked earlier about the importance of having one main call-to-action on each landing page, but it bears repeating.
The goal of the landing page should be immediately clear. Backed by concise copy and stunning visuals, you will be able to convert more leads by presenting one option instead of multiple.
As you decide on a central call-to-action, you’ll want to think about the copy and placement of your CTA button. We recommend keeping the CTA button above the fold so it is front and center, but you can also test how it affects conversions over time by placing it in the middle or bottom of the page.
If your landing page features concise copy for simple CTAs (like a free incentive or website launch), having the CTA button above the fold will work well since your user won’t think to scroll.
However, if you have a long-form landing page featuring a new product launch, you might want to test different placements to see where it fits best within the long-form copy. You could also have multiple email opt in forms spread throughout your landing page if it takes a few scrolls to read through the copy.
But even with multiple opt in forms, they will all have the same CTA.
As you create your landing page, you’ll want to make sure your design selections are consistent with the rest of your brand marketing materials or platforms. You don’t want to use a light shade of blue on your website but then a dark shade of green if it doesn’t appear anywhere else in your visual brand.
Instead, you must intentionally choose graphics, fonts, and colors that fit within your visual brand. If you don’t have a visual brand yet, you have several options. One is to create your own visual branding guidelines.
You can also choose to work with a freelance visual branding designer if you have the budget or buy a pre-made logo until you’re ready to invest in something custom. No matter what stage you are in, you can start where you are by implementing your visual brand into the design of your landing page.
Now let’s talk about graphics and imagery. Visual elements like graphics, illustrations, and photography really help to make a statement on your landing page. You can find free stock photography from thousands of regular contributors on Unsplash or Death to the Stock. For creating your own graphics and editing your own photos, you can use a free tool like Canva to get started.
Consistency with your typography is important, too. Most fonts are relatively affordable if you want to purchase them on a site like DaFont or Creative Market, but you can also start with the fonts that are available on your own computer.
Not everyone who comes to your landing page will read your body copy, but nearly everyone will read your headline copy before deciding if they want to sign up for your email list.
You have more space to create a dynamic headline on a landing page than you do an email opt in form, but it should be one, easy-to-read, short sentence.
You can use the headline to ask your audience a question, grab their attention with a bold statement, or simply declare what the offer is with great clarity.
While it’s great to be clever, it’s even more important to be clear in your headline copy. If you are wondering if your headline copy lacks clarity, ask a few people in your target audience to give you direct feedback.
Do they know at a quick two-second glance what the headline is saying?
What questions come up for them as they are reading your headline?
Does it resonate with them or does it fall flat?
This is when it helps to have an engaged audience of people you can personally connect with. They will often be your best source of feedback in optimizing your copy to attract other people like them.
On the topic of conversing with your target audience members, landing pages will also come in handy to build relationships with your email subscribers when it comes to collecting social proof. Social proof often refers to a short testimonial an audience member gives in favor of your product, service, or free incentive.
There are a couple ways you can grab testimonials:
Once you have the testimonial, you can place it on your landing page near the CTA button to strengthen your messaging. Adding a photo thumbnail and name to the testimonial can also help you boost conversions.
Try to keep your testimonials to a maximum of two to three short sentences long. You can also bold or italicize important information in the testimonial so that it stands out for people who are just skimming your landing page.
With all of this talk about landing pages, you are probably itching to get started with building your own. There are dozens of landing page builders on the market, so how do you know which tool will be the best fit for you?
We’re going to break down the unique capabilities, challenges, and pricing of the most popular landing page builders. You’ll find there is an option for any size of business, but some tools are positioned to help you scale more than others.
Naturally, we had to include ourselves on the list! While we may not be a website builder or landing page generator, you can still create landing pages within our email marketing software that look beautiful and convert well. To get started, choose one of our 18 landing page designs and customize it with your own copy, visuals, and call-to-action.
One of the major benefits of using the ConvertKit landing page builder within our platform is that it will seamlessly integrate with your email list. With a few clicks, you can tag, segment, and send deliverables to your email list completely on autopilot.
Simply select the incentive and email sequence you want to connect with the landing page, or you can create a visual automation to ensure every step of your new subscriber’s journey is charted. This can come in handy when you want to make changes to your marketing funnel and landing page.
You can include Facebook’s tracking pixel on your landing pages, making it a great option for content creators who want to use Facebook ads to drive traffic to their landing pages. You can also do A/B testing within the platform and get instant access to metrics you care about on their analytics dashboard.
Pricing: Starts at $25/month
ConvertKit Integration: Yes
While Leadpages is a great affordable option for entrepreneurs who want to ramp up their landing page conversions, Instapage has positioned themselves as a landing page leader for enterprise teams to build sophisticated landing pages.
With team collaboration tools and many personalization options, it is a more in-depth tool for mid-size and large companies who need extra support. Their analytics and campaign metric capabilities are also well-known in their community of executives and marketing department leads.
Pricing: Starts at $99/month
ConvertKit Integration: Yes
If you are an agency or at least a mid-size company who is looking to convert more leads with your increased ad spend, Unbounce could be a great solution. They not only have mobile-friendly landing page templates but also a vast array of sticky bar and popup templates that can help businesses who want to convert email leads in multiple places on their website.
With over 100 templates to choose from, each focused on a singular goal, you’ll be able to customize their designs to find a great fit for your brand.
Pricing: Starts at $79/month
ConvertKit Integration: Yes
One of the unique features of Wishpond is that you can build your own landing pages or have their team of marketing experts build one for you for an added fee. This can be a great option for businesses who want to scale by working with people who already intimately know the platform. Less training time makes everyone happy.
They also have different built-in capabilities like helping you host social media contests, tracking referrals, and many other functionalities that might be worth looking into if you are scaling your business.
Pricing: Starts at $49/month for the DIY version, otherwise you must book a demo with their team for done-for-you options
ConvertKit Integration: No
While Wix focuses most of their template designs on coming soon pages and promotional pages, they have about a dozen landing page designs you can customize. They don’t have as much of a selection as other tools, but Wix is primarily a website building platform. For websites alone, they have 500+ templates that you can use their drag-and-drop editor to customize.
Pricing: starts at $11/month
ConvertKit Integration: Yes
Another popular website building platform that offers built-in landing page templates is Squarespace. As one of the most user-friendly website building platforms for entrepreneurs, bloggers, and content creators alike, this platform comes with easy-to-customize templates they call Cover Pages.
This is a great way to collect email addresses quickly, but if you need more copy to explain the offer, you may want to look at creating a separate website page within your Squarespace site that gives you more room.
Pricing: Starts at $16/month for personal plans and $26/month for business plans
ConvertKit Integration: Yes
Now it’s your turn to make your own landing page. As you have read through this article, you’ve most likely been brainstorming free incentive ideas.
As a reminder, here are a few landing page goals you can choose:
If you have another goal, that will work just fine. With your goal in mind, you can now craft a strong call-to-action by thinking about the copy you want to place on your CTA button. The rest of your copy, including the headline and description, can be crafted at this time.
Once all of your copy is in place, you can start to customize the fonts, colors, and graphics within your form. If you are feeling extra creative, think about making two or three versions of your landing page to see which you like best.
At least for now, we will start with creating one key landing page that you can implement into your design.
Once you have the email sequence and any important incentives connected to the landing page, you’ll be ready to publish it and start gaining new email subscribers!
Check out our Knowledgeable to learn more about creating and customizing one of our landing page templates to fit your brand.
If you’re already a ConvertKit user, jump on into the landing page builder to get started.
If you’re not a ConvertKit user, you can build landing pages in ConvertKit for free.
Once your landing page is complete, your next job is creating a valuable piece of content that readers will gladly hand over their email address for. This is called a lead magnet.