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What is a Landing Page + What to Include & When to Use
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May 20, 2024
**Description:** Discover everything you need to know about landing pages in this comprehensive guide! This video explains what a landing page is, its purpose, and when to use it effectively. Learn about essential elements to include on your landing page, such as compelling headlines, clear call-to-actions, and forms. Whether you're promoting a product, service, or capturing leads, this tutorial provides valuable tips to help you create high-converting landing pages that drive results. Watch now to optimize your marketing efforts with effective landing pages!
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What is a landing page? What to include on your landing page and when to use one? That's
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we're going to go through in today's video. Also, I have a bonus tip. If you stick around
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until the end, I'll show you how you can spy on your competitors and figure out what their
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landing pages look like. So definitely stick around for that. But let's get into the video
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What is a landing page? A landing page is a one page website with one objective. Generally
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that objective is to capture someone's name and email address. Sometimes you can ask for
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more information for that, but the landing page is created to basically give something
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to the visitor for free in exchange for their contact information. There's a whole bunch of
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things you could give away to get someone's contact information. It could be a webinar
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some other training, a guide, checklist. If you have a software, maybe it's a free trial
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but you need to give something of value away to get someone to sign up to your email list
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on this landing page. Before we get into what to include on a landing page, I think it's really
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important to talk about what to exclude. There are certain things you don't want on a landing
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page because it's going to distract the viewer and you don't want that. So the first thing to exclude
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on your landing page is any navigation. So think of your website up along the top, the about us
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contact us blog, or whatever you may have along the top of your website, that's gone. That's a
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distraction. Also in the footer, any links you may have down there, again, those don't belong
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on a landing page. The second thing to make sure exclude are any links to your social media. Again
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you don't want someone to go to your Instagram, check out a couple of your posts, go to someone
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else's Instagram, get distracted, again, not sign up. And the third thing to make sure to exclude
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from your landing page are any other external links. You don't want someone clicking on and
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going to any other page, your blog, other products, contact you. So anything, you want to make sure
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that they're there focused on sign up or leave. Those are the only two options available. Except
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for the only things that you could have links to could be a privacy policy or any other legal
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things that you need to or want to include at the very bottom of your landing page. Those are the
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only links besides the submit contact information button. Now let's talk about what you need to make
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sure to include on your landing page. The first thing is an attention grabbing headline. So this
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should be a large bold font that's easy to read, a handful of words that explains what it is that
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you're giving away on your landing page. After the large headline, you could have a small headline as
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well, which having smaller fonts allows you to maybe have a little bit longer sentence. Again
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talking about what it is that someone's going to get or achieve if they give you their contact
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information. Then after the headline and sub headline, you want to have a more in-depth
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description, maybe a couple of bullet points of what it is someone would get if they sign up
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If this is something that maybe needs a little bit more convincing, you could also include a video
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So everything we're talking about right now is all above the fold. So someone doesn't have to
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scroll down to see any of the things we're talking about right now. Then after the description or the
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video, you want to have a call to action, either the form itself or a button that pops open and
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has the form where somebody would sign up. So you want to have some type of phrase in
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hey, sign up now or get the guide or start learning this right now. Something that
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captures someone's attention and causes them to take action, signing up for your freebie
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So some people are ready to sign up and something really concise, like everything I just talked
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about, is all they need to sign up. And that should all be above the fold. Other people may
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need more convincing before they're ready to sign up. And so here's what you want to include below
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the fold. So the first of which could be social proof. There's a lot of different types of social
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proof. It's basically showing the viewer, the person that's on this page right now
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that you're credible and you're an expert in your field. So this could be logos of publications
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you've appeared in. This could be client testimonials, or if you work with large
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recognizable brands, it could be the logos of your clients. So the next thing is to tell your
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story. So why does this exist? Why did you create this landing page? Why are you giving this away
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What situation is your ideal customer in or the person on this landing page? Where are they right
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now and where do they want to go? And ideally this free thing that you're giving away brings
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them at least a couple of steps closer to where they want to go. Probably their end goal is maybe
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something that you will sell to them, something that's not free, but what you're giving away for
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free moves them in the right direction. Also, you don't want your landing page to be 100% text. Like
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I mentioned earlier, you can include a video. You got to make sure to have at least a couple images
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icons, illustrations, something that represents whatever it is you're talking about. Like they
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say, a picture is worth a thousand words and not everyone wants to read a thousand words when it
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can be explained in a picture or two. If someone on your landing page can scroll down and there
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are several pages of content, you want to include a button or another form all the way at the
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bottom. So if someone scrolls all the way down there, they don't have to scroll all the way back
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to the top to sign up. If you have a button that brings them back up to the top or the button or
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the form at the bottom so they can sign up there as well. So that's the basics of what to include
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on a landing page. The landing page itself isn't what's going to convince someone to sign up and
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give you their contact information. It's what you're giving away for free. If you want some
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ideas on freebies to give away to grow your email list, check out the video up above right here
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So now let's talk about when to use landing pages. Landing pages are phenomenal to create once
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and then just continually send traffic to them, getting signups and growing your email list. So
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our largest source of signups on our landing pages are our YouTube videos. So on YouTube
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while I'm talking about whatever topic it happens to be, I can say, hey, and if you want to learn more about X topic, there's a link in the description below to our free guide. So days
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weeks, and months after that YouTube video is posted, the video continues to get views
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people continually hear me pitch the free thing that we're giving away, go to the description
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and sign up on our landing page. The second way to get traffic to your landing page is through
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social media. So this could be Instagram, TikTok, Twitter, Pinterest, LinkedIn, Facebook, any social
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media channel. Think about how can you create content that's going to get in front of a lot
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of people. Internet content mentioned, hey, by the way, if you want to learn more about this topic
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click on this link, wherever it happens to be on that social channel, taking people to
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your landing pages and growing your email list. The third way to get traffic to your landing pages
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could be through your website and your blog, but a lot of times you can just use a form instead
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So if someone is reading an article on their blog and you have something you want to give away for
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free for their email list, that's related to that topic, generally in a couple of sentences
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you could summarize it and get someone to sign up. If it's something that's more in depth and you
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want to not just have a form on your website, you could have a sentence or two, kind of the headline
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and sub headline and a button that would take someone to your landing page where they could sign
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up. And the fourth way to generate traffic to your landing pages and probably the most used way
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is through paid traffic through advertising. So this could be Facebook ads, Pinterest, LinkedIn
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Twitter, TikTok, basically every social media channel, Google, all have some type of ads where
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you can get in front of your ideal audience today. So you choose the audience targeting the ad
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and from there drive traffic to your landing page. The thing is cold traffic or someone that doesn't
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know you that has seen your ad versus someone that's maybe watching a 20 minute YouTube video
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are quite different. So someone that's watching a YouTube video of yours spent 15 minutes with you
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and then goes to a link in the description, they probably don't even need to read the landing page
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Whatever you said, that video may have convinced them they go and sign up. So for this cold user
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someone that didn't know you before and saw the ad, you're going to need to go into more detail
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to convince them that, Hey, they should sign up for this. Everyone already gets enough emails
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And so it really needs to be something of value from someone they don't know to give away their
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name and email address. So for what I recommend earlier on what to include on a landing page
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you want to have something more in depth if you're using it for cold traffic, if you're using it for
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warm traffic. So a link in your bio and Instagram or in the description of a YouTube video, it could
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be really something simple like this. This is what we use for some of our landing pages for our guides
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in Spanish. You can see really, really simple. So think about what type of traffic you're going
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to be driving to your landing page and design it accordingly. Then the bonus tip I promised at the
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beginning of the video, if you want to spy on your competitors, see the ads they're running
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the landing pages and sales pages they're using, you can go to Facebook ads library. Once you're
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in the Facebook ads library, you choose the country, the type of ads you want to see
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and then search for the account. From there, you can see all of their recent ads. You can click on
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it, read the entire copy, watch their videos, and then you can click on the ads and be taken to the
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landing page or the sales page that you're using. So if you want to have ideas for inspiration of
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how things are designed, what to include, what colors, how people talk in their sales video
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check out Facebook ads library. We have a whole video walking you through how to use it. I'll link to up above right here. If after watching this video, you're convinced that you need to start
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creating landing pages, but you don't want to be paying for another software for your business
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don't worry, you're in luck. There are five free landing page softwares that we talk about in this
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video right here. Also, if you want to learn what is a sales page and how you can use one
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to grow your business online, check out the video below. Hope to see you in those and in future
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videos. Bye