The BEST Ways to Create a Landing Page in Less than 1 Hour
While you can add an opt-in form to any page on a website, the best way to use them is to create a landing page–or a ‘squeeze page’. This can be added to an existing page, or if you don’t have a website yet and you’ve just got your hosting you can continue this book and get your 1,000 subscribers with just a squeeze page.
This is going to be your single most important tool for getting people to sign up for your mailing list and we’ll see why that is and how to make the most of it over the rest of this chapter.
What is a Landing Page?
Basically a landing page is any page that is designed specifically to drive conversions of some kind. In other words, this isn’t a standard page on your website–it exists purely to get people to perform a certain action.
The most common two actions that these pages are aimed at is buying a product or signing up to a list. When the objective is the latter of the two, it tends to be referred to as a ‘squeeze page’.
Here are some example landing pages:
Formatting a Landing Page
There is a good chance you will have visited a landing page in the past and if so then you will have noticed a number of specific things about it.
The main and most noticeable thing about landing pages is that they tend to be very long and narrow. These pages have text that requires you to scroll down and down in order to keep reading and by doing that the idea is that they are causing you to ‘commit’. Because you have to scroll down the page and you feel like you’re progressing all the way to the bottom, the owners hope that by the end you will think I’ve come this far, I may as well make a purchase’. It’s like walking miles to find a shop only to find the thing you wanted to buy is more expensive than you realized–after walking all that way you’re hardly going to leave empty handed!
At the same time, these long, narrow passages of text tend to have no other links, adverts or buttons anywhere else. Most websites have a menu along the top or the left hand side for navigation. In the case of a landing page that isn’t the standard–because they don’t want you to navigate anywhere else.
There should only be one purpose–to get you to take action.
Furthermore, landing pages typically have very little in the way of any other distractions either: there are typically no busy backgrounds, no alternative stories–your only option is to scroll down and down and towards the buy button at the bottom.
Meanwhile, a good landing page will tend to use a large font and will have lots of headings, lots of capitalization and lots of colored words. All this is designed to ensure that you can actually grasp the majority of the narrative simply by glancing at the headlines.
A landing page also has lots of calls-to-action. For example: “Get your free copy today”, “Get instant access!”.
This is important because most visitors to any website will leave within a few seconds. We’re constantly in a rush, we have short attention spans and when we’re online it feels as though everyone and everything is vying for our attention.
With a landing page then, you need to be able to read just the headings and still be drawn in and still takeaway the key message.
While the layout will go a long way to getting your landing page to work, the most important factor of all is by far the text. The text is what will make your product sound amazing and it’s what will persuade your audience that they can’t live without it and that they simply have to buy.
There are a few different points to consider here and a few techniques that the best persuasive writers use. Learning a few of them can help you a great deal and this will also come in very handy when you’re writing your landing pages themselves.
The first thing to consider is AIDA.
AIDA stands for:
In other words, you need to take your audience gradually from not knowing who you are or what you’re selling, to being fully aware and badly wanting whatever it is. This is a slow transition and your job is to lead them through the process.
Also important is to focus on your ‘value proposition’. I’ve mentioned this phrase a few times already in this text, so what does it mean?
Basically, your value proposition is the thing that you are trying to sell which your audience will absolutely have to have. That’s not your product–it’s what the product will do for them. An old saying in business says that ‘you don’t sell hats, you sell warm heads’. What is the equivalent of the warm head for your business?
Once you tap into this, you can then find the emotional hook to real in your audience. If your book is going to make them richer, then get them to imagine themselves on a beach somewhere with their own private yacht. Better yet, get them to imagine what it might feel like simply not to be so stressed with bills and expenses that they can’t pay! If the book is going to make them stronger and fitter, then get them to imagine what it might be like to have a ripped six pack, bulging arms and tons of confidence and energy. You want that book already don’t you?
At the same time, you should also try to use a narrative structure. This means telling a story to get your audience to listen to you. This works first and foremost because people love stories and we have been trained to listen to them.
Have you ever accidentally tuned into a trashy program on TV and not been able to turn away? You end up watching to the end even though you don’t want it? This is a demonstration of the power of narrative and if you combine this with a short sentence structure that keeps the reader scrolling down, then you’ll find that they can’t help but keep reading and keep scrolling. The other benefit of stories is that we will automatically imagine ourselves in the shoes of the person we’re reading about–and that they are inherently emotional. This way you can really sell that emotional hook and that value proposition by telling the story of how you went from being broke and ill to being rich and super strong.
On top of all this, you need to directly address the fears of your readers. They might be afraid that signing up to your mailing list is just going to mean they get tons of spam. They might worry that the free ebook you’re giving away is just another ton of empty promises.
Your solution then is to a) address these fears (I know what you’re thinking… etc.) and at the same time to demonstrate a little bit of the value you’re going to be sharing with them in your emails and your products. This is the big bit that a lot of landing pages miss out – they are too busy trying to ‘con’ their readers and thus they don’t offer any value.
Instead then, try offering your readers something powerful and useful right in that text so that they can see you know what you’re talking about. This makes the promise of getting extra useful information later on all the more ‘real’.
Note: Remember that this is a process you can always outsource if you aren’t confident in your persuasive writing abilities.
The following might be what a squeeze page sounds like for a mailing list and ebook about losing weight…
“I Know How Hard It Is To Lose Weight When You’re Tired And Busy – But I’ve Found The Answer!”
Read On And I’ll Share It With Your Completely FREE!
I know what the problem is.
I’ve been exactly where you are and I was that way for a long time.
I wasn’t super overweight or anything – I just had that extra tire around my waste, flabby arms and low energy.
My back hurt all the time. I was what you call ‘skinny fat’.
Worst was how it made me feel. I came home from work EXHAUSTED.
And quite frankly depressed.
But that has all changed recently thanks to a new approach I found to working out.
It’s called CARDIO ACCELERATION and it’s completely changed my life.
With just a few 20 minute workouts a week I have been transformed into a NEW MAN.
Honestly, it’s so easy and it’s so powerful that I could hardly believe it myself. And now I want to share it with the rest of you!
What is cardio acceleration you ask? How is it any different? Read on and I’ll share it with you COMPLETELY FOR FREE.
And if you’re interested in learning more then you can sign up for my FREE e-mail and get WEEKLY workouts sent straight to you!
SIGN UP TODAY!
Or keep reading…
HOW CARDIO ACCLERATION PUTS YOUR BODY IN A FAT BURNING ZONE AND KEEPS IT THERE!
Tools For Building Your List
So now you know the basics of creating landing pages you should be starting to put something together. Have a play around with it and you should find this process is actually quite fun.
Now to get the most from it, you can use a few tools to take your landing page to the next level…
By far the easiest and fastest way to create a landing page is to use LeadPages (http://leadpages.net). LeadPages have ready-made landing page templates that you can pick and choose and customize to your liking. However, the only downside is it does cost money. Look at it as an investment as it’s a tool for building your business.
Just take a look at its options and customizations:
Aurelius Tjin’s High-Converting Opt-in Template
If you’re looking for a way to create squeeze pages without the hefty price, consider downloading Aurelius Tjin’s ‘High-Converting Opt-in Template’, available free at http://unstoppableprofits.com/freebie-high-converting-opt-in-page-template
OptimizePress is a great tool for building landing pages that makes the process simple and easy. It also has a ton of built in features like membership portals, webinar registration page creation, product launch funnels and more. All of this gives you more options and will walk you through a ton of strategies for growing your list.
Unbounce is a similar tool which has a particular emphasis on mobile responsive designs. It is called ‘unbounce’ because it promises to help you reduce your bounce rate–meaning that people come to your site and then stay there rather than leaving immediately.
GetResponse’s Landing Page Creator
GetResponse has its own built in landing page creator which is particularly useful for users who want to create a landing page and who are already using GetResponse as their autoresponder.
Landing pages are relatively easy to create just with some HTML as all you’re doing is making a narrow block of text with very little in the way of extraneous controls, images and ads. That said, these tools can all give your landing a page an extra ‘sheen’ that will make them look more professional with great fonts, high-def images and an industry-standard layout that has been proven to convert well.
This is similar to using WordPress for website building. You can try and go it alone but why bother when there’s a quicker method that uses a tried and tested tool?
Optimizely is not a tool for building landing pages but rather for testing out the effectiveness of your landing page using ‘split testing’. Here the idea is that you introduce gradual tweaks to your landing page but keep the old version still live. A tool like Optimizely then lets you send half of your visitors to the old version and half your visitors to the new version. This way you can then see which changes are successful and which aren’t and thereby ‘evolve’ your landing page to be as effective as possible.
Do note however that you need very large amounts of traffic in order for a split test to really give you a reliable indication of how successful your changes have been. This is a more advanced tool for later on then.