Creating landing pages is the digital equivalent of flipping your “open” sign on.
The moment you launch, you’ve opened the door for people to come in and have a look around. These standalone pages are essential for creators since they’re where you’ll gain new email subscribers.
Just because they’re important doesn’t mean they should take a long time to create, though. In fact, we have total confidence that you can create a landing page in under ten minutes. Seriously.
We’ll walk you through what your how to make a high-converting landing page and what it should include. It’ll be easy, pinky promise.
Landing page best practices
If you want to put the wheels in motion on a new idea fast, then landing pages are the way to go. You can create them before you even have a website, or spin up new ones to track traffic for a single webinar or talk to a specific customer segment.
While we’re going to teach you how to create a free landing page quickly, we also want you to have the tools to do it well. Here are some common landing page best practices to keep in mind.
Stay focused on the main goal
Landing pages are for a single action—not your life story. The ultimate goal of your landing page should be immediately clear to visitors. Converting more leads will be easier if you present 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 higher on the page, so it is front and center, but you can also test how it affects conversions by placing it in the middle or bottom of the page.
Stay within your visual brand guidelines
As you’re creating your landing page, you’ll want to make sure your design choices are consistent with the rest of your brand marketing materials or platforms. Using the same colors on your landing page as your social profiles and website make you look more organized and professional.
If you don’t have a visual brand yet, you have several options. One is to create your own visual branding guidelines using a color palette tool like Coolors and a font pairing app like Fontjoy. 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.
Now let’s talk about graphics and imagery. Visual design elements like graphics, illustrations, and photography really help to make a statement on your well-designed landing page. You can find free stock photography on Death to Stock, or choose from over a million Unsplash images within ConvertKit’s landing page tool and email builders . To create your own graphics and edit your own photos, you can use a free tool like Canva to get started.
Test your headline copy
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.
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 pain point, or simply declare what the offer is with great clarity. While it’s great to be clever, it’s more important to be clear in your headline copy. If you’re unsure if your headline is compelling, ask a few people in your target audience to review it.
Use social proof
Buying an ebook from a stranger on the internet takes trust. If someone is unfamiliar with you, reviews from people like them add to your credibility. This is because nine out of ten people trust what other people say about a business more than what the company says about themselves. Adding social proof, like testimonials, can therefore increase your landing page conversion rate.
If you have relationships with subscribers or customers, you can personally ask them to give you a testimonial. Another way to gather customer reviews is to include a feedback email in your onboarding sequence.
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 content.
How to build a beautiful landing page quickly and easily
It’s the moment you’ve been waiting for—time to see your perfect landing page come to life right before your eyes. There are options for which tool you use to build a landing page, but today we’re looking at ConvertKit. On your mark. Get set. Build!
Step #1: Choose a purpose
Remember how we talked about landing pages having one main conversion goal? Before you get into the really fun part of designing and customizing a landing page, you need a game plan. Decide what the purpose of your landing page is and what types of information you want to include. While this seems like a simple step, it’ll make choosing a template easier.
Some example landing page purposes are:
- Gain email subscribers for a new project before you have a website
- Test interest in a new course
- Take pre-orders for your next book
- Offer a free resource
- Promote a one-time webinar or event
- Upsell new subscribers
Going through a landing page tutorial is more fun with a storyline, so for today’s example we’ll help a professional pet photographer named Amanda. She’s created a free video series to grow an email list and eventually sell an animal photography course to pet owners. Before she can accomplish any of that, though, she’ll need a custom landing page.
Our objective with the landing page is to showcase Amanda’s past work and expertise so that it’s a no-brainer for pet owners to sign up for the free tips.
Step #2: Select a template
Not a designer? You and me both, bud. Luckily, ConvertKit has nearly 50 landing page templates to choose from. You can browse them all before creating an account or access them by clicking on the “Landing Pages & Forms” tab on your ConvertKit homepage.
Our imaginary pet photographer, Amanda, has a new account, so we’ll start on her account dashboard.
On the “Landing Pages & Forms” page, you’ll click the “Create New” button and select a landing page. Then, you can filter templates by category, like ebooks and newsletters, or scroll through them all. Starting with these templates ensures you don’t forget any of the critical pieces of a landing page. Don’t forget to press “Preview” to check how the page looks on both desktop and mobile.
Once you’ve found a template with the landing page design you like, click “Choose” to start editing.
Our pet photographer friend chose the Dawson template since it has places to show off her work next to the signup form. Now, we can move on to the next step!
Step #3: Add your copy
Adding in all of the descriptions on your landing page can feel daunting, but starting with a landing page copy formula makes writing easier. You may choose to draft your descriptions in a separate document, but once you’re ready to edit the page, all you need to do is click on the text you want to change.
After adding in all of your product details, you might also want to add social proof or a newsletter feed to give more context about who you are and what you share. To add social proof, click where you’d like to insert a quote. A circle with a plus sign will appear, and you can click it to see the types of content to add—for example, a “blockquote” section is perfect for a testimonial.
Using the same plus sign button, you can select “Newsletter Feed” to give potential readers a glimpse behind the curtain. The feed will pull in broadcasts that you have marked as “enabled on public feeds.” You can then customize whether or not each newsletter listing has an image and send time displayed, plus other branding options.
Step #4: Select imagery
Photos and videos bring your work to life, so ConvertKit gives you multiple ways to show your best work. You can insert single images into a template, create an image gallery, or bring in your live Instagram feed. Single photos and galleries are perfect for shots of you or the product since they need to stay the same. Instagram feeds, on the other hand, keep places like email newsletter signups fresh.
To edit an image in a template, simply click on the image you want to update and upload a new file on the right-hand settings bar. You can also drag and rearrange the photo order. To add an image gallery, click the plus sign button where you want your pictures, and choose “Gallery.”
The magical plus sign button will also lead you to the option to insert an Instagram feed. After selecting “Instagram Feed,” you’ll need to log in to your account.
Step #5: Perfect your branding
The final touch in getting your landing page ready to launch is making sure the colors and font match your brand. To change your text's color or font, just click on the content you want to edit and use the settings bar to make adjustments. Adding social icons, such as to your YouTube channel or Twitter feed, makes it easy for people to explore your brand more before deciding.
Step #6: Launch and test your landing page
Once your functional and professional-looking landing page is complete, click the “Preview” button on the top bar to see it just the way visitors will.
After exiting the Preview, click “Save & Publish.” At this point, you’ll be able to choose the domain name for your landing page. If you need to edit domain, landing page URL, or SEO details, simply click on “Settings” in the top bar. You can also set up the incentive that subscribers receive after submitting the landing page form in this settings window.
For Amanda’s 7-day video series, she could either redirect subscribers to a page to view the videos, attach a link to the content in the incentive email, or tag these subscribers to trigger an automatic 7-day email sequence.
Once you’ve published your landing page, it’s time to share it with your audience to drive traffic. Finding the link to promote your landing page is as easy as clicking “Share” in the top bar and copying the link. It’s also a good idea to visit the landing page and sign up yourself first, just to make sure that automations are working correctly.
Make your idea internet official with ConvertKit
Creating your first landing page can be intimidating, but once you’ve done it, you’ll be hooked. You can use landing pages to test and grow every new idea, product, or service, which means you’ve got unlimited potential at the tip of your fingers.
The only thing standing in the way between you and that happy dance you’ll be doing when you see a new subscriber is a little effort and a fabulous landing page.
Click here to start collecting subscribers in just a few clicks with a free landing page from ConvertKit.