what is a landing page image

Starting a new business or a side project is always exciting. But knowing where to start can sometimes be confusing.

Many people think they need to build an elaborate website with your story, products or services, blog, and other navigable pages before anything else. It’s what makes the idea feel “real.”

And while that can feel like a concrete first step, the truth is your time and money is better spent building relationships, networking, and setting up the necessary infrastructure for your business.

The process of building an entire website can be time-consuming and costly. But, there are benefits to having an online presence — especially if your goal is to sell products or services. So how is this done without a website?

Enter landing pages.

They let you build an online presence without spending the time or money on fancy website building tools.

Plus, they give you the ability to test new ideas and products to see if they’re viable before jumping in full time.

What is a landing page?

A landing page is a single webpage that drives visitors to take one, specific action. It intentionally limits where visitors can navigate, because it is built to get people to take an action, like subscribing to your email list or buying your product or service.

On the other hand, a website is made up of several web pages and provides all the information potential customers need to know about your business. The purpose of a website is to encourage visitors to navigate around the site to learn more about your products and services.

A landing page can be part of a website, but you also don’t need a website to have a landing page. The key difference between the two is the ability to focus your visitors’ attention on the action you want them to take.

Landing pages always include a sign up form to collect subscriber information, such as email addresses, names, interests, location, and more. But, as you can see from the image below, landing pages can include so much more as well.

anatomy of a landing page

Why do I need one?

Not only do landing pages allow you to cost-effectively build an online presence while testing your idea, they give you the opportunity to drive traffic and begin building your email list.

Encourage sign ups to your email list a number of different ways:

  • Tell your story and introduce your business
  • Promote events
  • Offer visitors value in a lead magnet, like an ebook, guide, or giveaway
  • Promote webinars
  • Offer exclusive discounts

Ultimately, the goal of a landing page is to get visitors to take one specific action that signs them up for your email list. But remember: when visitors give you their email address, they are trusting you to send them valuable, relevant, personalized content. They’re inviting you into their inbox and believe that what you offer them will help them achieve some desired end state.

You can also use the sign up process on your landing page to learn more about your new subscribers. Customize your landing page opt-in form to include custom fields and then tag them based on what you think they’ll be interested in, so you can send them segmented, personalized content.

5 tips to create a landing page that converts

  1. Write like a pro. The best landing pages are clearly written to address visitors’ problems and offer a solution. Plus, your landing page copy should be written directly for your unique audience. Check out these writing tips from some of the best conversion copywriters in the industry.
  1. Use proven templates. Templates can help you save time and money by offering writing prompts that help you communicate your value professionally. AWeber has 26 templates just waiting to be customized for your business. Here’s an example of one we built to help you promote your products:

landing page template example

  1. Put the reader first. The best performing marketing copy does one thing really, really well: it focuses on the benefits of a product service to the customer, rather than specific features. Challenge yourself to write your landing page using the word “you” more than “we” or “I.”
  1. Incorporate highly-visual, interactive content. Including relevant, embedded videos on your page can increase conversions by 86%.
  1. Use one call-to-action, and only one call-to-action. Including more than one offer on your page can decrease conversion rates by 266%. Keep it as simple for your visitor as possible and encourage them to take one, very specific action.

Sign up for AWeber Free today to get unlimited landing pages and access to 26 beautiful, professionally designed templates.

Want to learn more?

We put together a guide to help you build professional landing pages that get your business online fast and cost-effectively.

Get the guide