What Is a Landing Page and Why Do You Need One?

The truth of the matter is that digital marketing is always changing. Can I get an "amen"?

So it is imperative as a business owner that you stay up to speed and educated on the latest trends in order for your marketing efforts to be effective.

Currently, implementing a landing page is a key digital marketing strategy, and one that I encourage each and every business owner to master in order to grow. But in order to move forward, you first need to understand the difference between your landing page and your website pages.

 What is a Landing Page?

A landing page is a standalone web page created specifically for a digital marketing campaign. This is the web page your visitors will be directed to after they have clicked on an email offer you sent out or one of your ad campaigns.

The main reason for sending people to your landing page is to increase the rate of conversion from prospects to a lead. This will give you the opportunity to market to these leads at a later date. Essentially, a landing page has only one job and that is to collect someone’s contact information.

Your web page, however, has many goals and functions. Your website will contain various information such as details about your business, blog, products or services, footer, etc. Your landing page will not have any of these features as it is designed with only one goal in mind which is to convert prospects into leads. 

So when a customer enters your landing page, they are only given one message and only one call to action. They are not even given the option to scroll down on this page in most cases. So the customer will either enter their contact information to receive the free item you promised or they won’t. It really is that simple.

Landing pages convert so well because they only have one function which makes it impossible for the customers to get distracted or overwhelmed with choices.

Now, how can you get started with this strategy in order to leverage your business?

You must create a lead magnet.

In order to attract prospects to your landing page, you first need a lead magnet. A lead magnet is an offering or item that you give away for free for a lead’s name and contact information.

You can create great assets in the form of PDFs, videos, newsletters, tips, blueprints, etc. In order to ensure that you get a new lead for your business, be sure to offer crazy, amazing value through these lead magnets. The greater the offer, the greater the chances of getting a lead from your landing page.

What Should Be on Your Landing Page?

In order to have a landing page that converts well, you need to include all of the following details:


This is usually a catchy statement that aligns with the value you promise.

Supporting Copy

This is supporting information about the product and what benefits someone will receive from giving you their information.

A Visual Story

This can be done by a few images or a short video. If you decide to go with video, it has to be engaging and to the point. Most importantly, it needs to support the information you stated in the headline and supporting copy.

Call-to-Action Form

This is by far the most important element of your landing page. This form is your call to action where you will ask your lead to do only one thing. Remember not to ask for too much right off the bat.

Many new leads will not be willing to provide all that information to an unfamiliar business. People take their privacy very seriously. Right now, all you need to ask is their name and email address. Once you get that information, you can build a relationship with them and then ask more questions at a later date. For now, less is better.

Social Proof

These can be reviews or testimonies from other clients. The best way to let leads know that you are the best at what you do is to let others tell them for you.

Now it's time to build.

There are many third-party sites that allow you to build and host your landing page, however, I recommend that you host your landing page on your own website. You can simply do this through a third-party application called Kajabi. This is the best plarform for easy landing pages, built in email marketing, and even custom websites. If you would like to try out their 28-day free trial with my link, you can access it here.

Start collecting your leads.

Your page is now ready and you have an amazing offer...now what do you do with it? How can you best utilize these assets? One possible scenario for collecting leads is through a live event or a trade show that you might attend.

Have a sign up at your booth where you share the link to your landing page with attendees. You can also share your link when you are speaking on podcasts, interviews, or even on stage.

Whenever you direct people on how to find you or how to get your offer, you can direct then to the link to your landing page. Just be sure to make this link something that your listeners can easily remember.

You can also attract leads to your landing page through any one of the following:

Paid ads - These can be directed to your landing page.

Email Marketing – This can be a blast sent out to your email list regarding a bonus or to gain interest for a new product or service you will be selling in the future.

Social Media Header/Bio – Add the link to your landing page in the header or bio so that your followers can easily access.

Hyperlinks - Add a hyperlink to your landing page from another asset or document. 

Done is better than perfect.

In order to survive, every business should be familiar with digital marketing. And the first step in digital marketing is to build a high converting landing page. So make sure that you get super clear on the information provided here such as the purpose, the function, and the nuts and bolts of a functioning landing page. These details are key.

But knowing isn't enough; it's the doing that catapults you to the next level. Don't get stuck on the hamster wheel of over-consumption. You have the basics you need to go run with this and make it happen. Let your creative entrepreneurial side take over, and get going.

Because if you're in business you've probably heard this before, "done is better than perfect." Remember, you can always tweak and fine-tune as you go or even at a later point.

And I would love to see your finished landing page. Share in the comments your link so that I can support you and cheer you on in your efforts!


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