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The Strategic Importance of a Landing Page


A Landing Page is a web page where visitors to your site provide their email addresses in exchange for your free video or ebook (which is the lead magnet).

But why is this page considered one of the most important elements of our business?

Let’s clarify.

One of the most common mistakes in online marketing is directing all potential customer traffic to the product page (or pages) on your website and expecting them to click “Buy Now” or “Contact Me for a Quote.”

I made the same mistake years ago when I was a real estate agent, paying to promote a page packed with all my property listings through Facebook Ads and Google Ads, hoping someone would send me an email for more information or to book a viewing.

Unfortunately, this approach didn’t work back then and works even less now.

It’s unlikely, if not impossible, for someone to arrive on your blog/site and make a direct purchase unless you’re already a well-known company with many positive reviews and millions of dollars to invest in advertising campaigns.

Today, competition is fierce in every market sector, and overall trust levels are low.

If you’re not an authority in your niche and don’t already have several positive reviews, it’s practically impossible for people to click directly on the “Buy Now” button on your site because they don’t know you and aren’t sure if they can trust you.

No one will give their money to a stranger.


Unfortunately, people are now accustomed to various online scams and frauds, so they try to avoid them by relying on trusted sellers who have already demonstrated their credibility.

Do you know how many people create e-commerce websites and shut them down after a few months because they don’t even sell a single unit of their products, despite conducting thorough research and being certain that those products have high sales volumes?

It’s not that they got their research wrong; it’s just that people buy those products on Amazon because they trust it more.

If you’re a newcomer in your industry, anyone visiting your site for the first time will constantly wonder, “How will this person/company try to scam me?” or “Are they really as authoritative as they claim, or is this another online scam?”

I bet you or someone you know has already created a paid campaign aimed at direct product purchases but got zero results and spent almost the entire budget.

Am I right?

Well, welcome to the club; you’re in good company.

But it wasn’t our fault; it’s the general distrust that people have towards us poor salespeople that prevented us from achieving results with those ads.

There was an interesting statistic in an old Dan Kennedy course.

Preface: I don’t give any credit to Dan Kennedy; if you’ve been following my blog for a while, you know my thoughts on him.

He sells fluff.

He’s a trainer who helps you become a trainer, not an entrepreneur.

The wealthiest entrepreneurs in the world don’t even know who Dan Kennedy is.

He’s completely unknown in universities too.


However, I’ve studied from everyone because I know that even from those who sell fluff, I can find a concept that, reworked with my mindset, can become an interesting insight.

And that’s what happened while I was absentmindedly listening to one of his courses.

I don’t remember the course’s name, but I do remember what he said:

“Out of 100 people who visit the same site, only one will make an immediate purchase. And that person will only buy if the site has an excellent Sales Page and if the company is famous and has received at least a hundred testimonials.”

And what do the other 99 people visiting our site do?

They simply don’t buy, they leave, and you’ve lost them forever.

You’ll agree with me that letting go of 99% of potential customers without making a sale doesn’t mean doing business correctly.

Always remember this truth: at the beginning, people don’t know you.

They don’t know if your product or service will genuinely help them solve their problem or fulfill their desire.

Also, when they come into contact with your product/service, they might not be mentally or financially ready for a purchase.

And that’s where the importance of the Landing Page comes into play.

To address all these issues, before trying to sell anything, you must demonstrate to your potential customers that you are a trustworthy and, above all, authoritative person.

Therefore, it’s a good idea to invite your customers to take minimal actions to connect with your world without asking them for a single cent.

This is precisely the purpose of the Landing Page: to allow your potential customers to enter your world by providing their email in exchange for your lead magnet, a valuable free product.

So, keep your Landing Page simple; don’t sell anything but focus the entire page on your lead magnet and what they will receive in exchange for their email address.

That’s it.

Don’t be too creative, and don’t try to add too many details.

Provide them with enough information to understand what they will receive for free and why it’s so valuable.

The keys to a successful Landing Page are three: simplicity, clarity, and a strong offer.


Technical Elements for Creating an Effective Landing Page


From a technical standpoint, this page is created using ClickFunnels and integrated with AWeber, our autoresponder.

Now, let’s explore how to modify the page we’ve built and what elements to add.

To begin, access the step-by-step guide provided by ClickFunnels to learn how to incorporate elements within your Landing Page.

When you visit the guide link, pay close attention to the “Page Editor” section, which explains how to add all the graphics to create a functional and visually appealing Landing Page.

As you can see, there are two elements to focus on:

  • 1. The offer to promote
  • 2. The text to write

Now, let’s delve into them in detail.

Promoting a Single Offer

Have you ever visited a website that bombards you with requests to download an ebook, book a free consultation, receive a discount, and contact the company – all on the same page?

It’s akin to walking into a pizzeria and being handed a menu with 200 different pizzas – it overwhelms people, and they end up lost, unable to decide which pizza to choose.

If they wanted to read, they would have gone to a bookstore.

To ensure success, the Landing Page you’re promoting must have a clear and unique offer, so visitors know exactly what they’ll receive in exchange for providing their email address.

Focus solely on the offer of your webinar or free ebook that you have already created, and avoid mentioning other services, consultations, discounts, products, or contact information.

Simply write:

“Enter a valid email to receive my free webinar/ebook that will explain […].”


Copywriting

Now, let’s see what to write on this page and how to organize it.

TITLE

The first element to examine is the title.

Here are three examples of poor titles:

  • “Give me your email, and I’ll give you an amazing gift!!!”
  • “Subscribe to the newsletter”
  • “Exclusive for you, all real estate market updates for free!”

The third one was the title of my real estate agency’s first Landing Page, and it proved to be totally wrong.

Let’s examine these titles and understand why they are imperfect.

It would be better not to comment on the first one at all, as it resembles an embarrassing television commercial that airs on late-night regional channels (with all due respect to those television ads: they have spawned characters and memes that humanity didn’t realize it desperately needed).

The second title doesn’t communicate anything significant or persuasive.

People will think, “Subscribe to the newsletter? Why on earth should I do that?”

It sounds more like a command than an invitation.

There’s no persuasive element to convince someone to trust you and provide their email address.

Simply ordering them to subscribe to the newsletter without offering a compelling reason won’t work.


By the way, based on my experience, including the word “newsletter” on your Landing Page will significantly reduce the conversion rate and make it difficult for people to subscribe.

People don’t want to subscribe to a newsletter; they want to receive the free material you’re offering.

So, focus on that and avoid mentioning the word “newsletter.”

Even the third example doesn’t work, although it’s slightly better than the other two.

Why doesn’t it work?

Because it’s not true.

The phrase “Exclusive for you […]” is false because the truth is that everyone can access the information, so it can’t be exclusive to one person.

I know it may seem exaggerated, but I assure you that people’s brains reason this way.

My Landing Page became effective as soon as I changed this title to a much simpler phrase:

“Enter a working email address and stay updated (for free) on all houses for sale in Forte dei Marmi”.

This sentence, more professional than the usual claims you can find online, grabs the customer’s attention and clearly indicates what will happen once they provide their email address, which is exactly what my target audience wanted at that moment: to be constantly updated on every house put up for sale in Forte dei Marmi.

P.S. To all real estate agents listening: this offer works very effectively, regardless of your location.

Therefore, it’s important to be direct and immediately communicate the benefits a person will receive by providing their email address.

PAGE TEXT

As for the text to write on the page, a simple list such as “Here’s what you’ll discover in the free video/ebook:” followed by 5-6 (or more) key benefits for your customers is ideal.

Use the “feature + benefit” format.

For example:

“You’ll discover the tricks to cook gourmet dishes at home, allowing you to impress your guests effortlessly.”

FORM

The form on your Landing Page must contain only two fields: a name and an email.

You shouldn’t ask for any other data from your prospects.


Why?

Unfortunately, initially, due to the widespread lack of trust that the world of sales has earned, people are hesitant to voluntarily provide more sensitive data like phone numbers, home addresses, last names, and so on.

A study by Conveyor Marketing Group on lead generation forms found that reducing the number of fields in a form can increase conversions by up to 160%; additionally, conversions can increase by 50% by reducing fields from four to three.

The Thank You Page is particularly useful for paid advertisements because it’s the page where you will paste your Facebook Ads or Google Ads tracking code.

This way, every person who visits the page will be counted as a new lead, and you can perform specific marketing actions.

But let’s not think about these things now, we’ll see them at the appropriate time.

As for the content of the Thank You Page, it will be a page that you will read, and maybe nobody else will, so don’t overload it with text.

A short thank you message followed by an invitation to check your email and download the ebook or attend the webinar is enough.

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