How to Create a Landing Page That Pays Its Way

When it comes to growing your business online, a landing page is an important tool for any marketing effort. But what exactly is a landing page? Is it different from your homepage? And how can you make the best one for your site? Well, we’ve got answers for you — both on what this term means and how to create a landing page that turns visitors into valuable paying customers.

Take a page

Let’s start by breaking it down. A landing page directs visitors toward a specific task, giving them a call to action. Its purpose could be a number of things, including collecting email addresses for your newsletter, or drumming up excitement for a new product.

A landing page has two basic elements: a call to action — often in the form of a button — and copy that explains the call to action in a little more detail. If you’re a health coach, for instance, and you want your fans to buy your 30-day meal-planning guide, you might have a landing page that features the guide, complete with recipe previews. You can then link to your sales page with a button that says, “Buy the guide now for $29.95!”

While you may have similar information on your website’s homepage, a landing page is different. Your homepage exists to give visitors a starting point and direct them to different pages on your website. By contrast, a landing page only contains information about one specific thing.

Make it work

Creating a landing page is a straightforward process, but creating one that converts takes a little more work. For your call to action, use action words like “sign up” or “learn more.” If you’re looking for additional ideas, Hubspot has 31 call-to-action examples. Make sure you put your call to action somewhere near the top of the page, otherwise known as “above the fold.” You want visitors to be able to see it without having to search around the page. It’s also important to keep distractions to a minimum and only give visitors one link to click.

If your landing page is meant to collect email addresses, try giving your potential subscribers something they’ll want in exchange. For example, if you’re an interior decorator, you could include a free guide for choosing the perfect curtains that subscribers can download as soon as they sign up. Or if you’re a pottery maker, you could include a coupon for a discount on their first order.

Explain exactly what it is they’ll be receiving when they sign up, in addition to the benefits. The form should also be simple, asking visitors for the bare minimum of information needed. Request just their names and email addresses instead of asking for birthdays, street addresses, astrological signs, and so on (unless it’s relevant to the freebie you’re sending them).

If you want your landing page to sell something, juice it up with headlines that grab your visitors’ attention, copy that explains the benefit of the program or service, and testimonials from satisfied customers. Say you’re a virtual assistant and have a five-part course on how bloggers can use Google Drive to organize their work. On the landing page, you could grab people’s attention by acknowledging some of the common organizational challenges you know bloggers have. You can then explain how your course will help solve those problems, and offer testimonials from bloggers who’ve completed the course and are now way more organized thanks to you.

Smooth landing

There are a number of ways to drive visitors to your landing page, from social media promotion to linking from another page on your site. If you’re on Facebook or Twitter, you could create a post with a relevant image and a link to the landing page on your site. Another method is to put a link at the top of your homepage — or in your sidebar — that leads to a landing page.

Your goal could be anything from increasing subscription rates to selling products or services — and if done well, your landing page can be an invaluable tool for growing your business. So take a page from our book, and learn how to create a landing page that pays its way.


Bev Feldman

Bev Feldman is a Boston-based jewelry designer, blogger, and freelance writer specializing in eCommerce, blogging, small business, and parenting. She's passionate about eco-friendly living, which you can read about in her personal blog,

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