You develop an amazing catchphrase as you are writing your company’s new ad. Thinking to yourself how successful this advertisement is going to perform.
Now the last step that you need to do is create a call-to-action. Wait.. this is a problem. What are you going to link your CTA with?
Superhero Mr. Lightbulb comes bursting through the walls to tell you… Make a landing page! That sounds exciting you say, but again... Wait… What is a landing page and how do you make one? Let us fly away and explore!
What is a landing page?
A landing page is a marketing tool that is structured like three acts in a story. It has the goal to get people to do what you want them to do. That could be buying a product, subscribing to a newsletter, or signing up for a webinar.
Creating a landing page is a great opportunity because it is like an ad within an ad. For example, imagine an ad showing up on your Facebook feed and by clicking on it, you get a much more in-depth version of that advertisement.
How to make a landing page
I thought of all the fun ways you could market fun products or a SaaS that a photographer would buy. In this example, I am using a CRM built for photographers. One landing page idea that came to mind was offering free consultations. This would be a great opportunity for the sales team to connect with potential customers.
Now a great marketing approach to this would be to create a landing page. Making a landing page is easy as long as you keep your goal in mind and follow good copywriting practices.
You can get very creative in this process, but it is important to strategically structure it into three sections.
The beginning = hook
Pretty obvious right? Before you get into the details of what you are marketing, you need to prove to the reader that this is worth their time.
This can be done by linking something that is primal. For example, identifying a struggle with the work/life balance.
The middle = persuasion
Once you have convinced the reader that it is worth their time, now you need to convince them it is worth their money.
I like to divide this section into two parts:
- Benefits: first I like to list everything that this product could do for the customer. I mention intrinsic elements of an emotional nature that people wouldn’t put a price tag on (e.g. happiness).
- Trust: after giving all of those benefits, I need to have testimonials, facts, or both to back up what I am saying. Making bold statements about what the customer could get from the product might make them skeptical. You need to show some proof to authenticate it.
The end = conversion
Now that the customer is sold on your offer, the final section of the landing page is to tell them what to do. This is called the call-to-action (CTA).
The goal is that you need to communicate authority to take action. Depending on how you are using the landing page, you can also use other tactics such as adding the element of a ticking time bomb (e.g. this offer expires in 48 minutes).
Landing pages aren’t as common as one would think but can be a very powerful marketing method. It allows you to fix the error of losing a potential client once they click on your ad.
I hope this blog post was helpful to you. Next time you’re online advertising, think about how a landing page might be the perfect addition to your campaign.