Landing pages exist for a specific reason. Usually, they’re created to showcase a new product launch, detail a course offering, or provide information and value about a particular offering. If you want your landing page to drive sales and minimize distraction, you need the right cocktail of ingredients to make it happen.
A well-designed landing page can easily be one of the most powerful tools in your launch strategy’s arsenal. If you’re looking to create, launch, or revise a landing page, here’s everything you need to make sure your landing page is set up to successfully drive sales.
1. Know the Purpose of Your Landing Page
Before you even begin typing a single letter of copy, I need you to ask yourself: “Self, what’s the purpose of our landing page?”
Are you promoting a product, service, or special offer? Do you want visitors to sign up for a newsletter, book a demo, or click purchase on your latest launch?
Whatever your goal is, make sure it’s specific. A focused landing page will perform always better. You want to make sure your page is clear and concise, eliminating distractions and guiding visitors toward an action.
Know exactly what purpose your landing page is serving. From there, we can start bringing her to life.
2. Create a Headline That Doesn’t Suck
I say this with so much love.
The first piece of copy your reader sees cannot be boring.
Or cliche.
Or, for the love of God, confusing.
In an ideal world, your first headline is so scroll-stopping that it makes your sweet website visitor buy you out.
I’m kidding — but we can dream, right?
We want your first headline on your landing page to be captivating, clear, and concise.
Literally no pressure, I know. But here’s a formula to get started:
Highlight the main benefit of your offer and then speak directly to your client’s pain point.
For example, instead of “Charlotte-Based Wedding Planner,” try something like, “Make Your Wedding Day Effortless with Our Expert Planners.”
Let’s use another example. Say a Virtual Assistant is building a landing page for her new coaching program. She could make her headline “Coaching for Virtual Assistants.” But should she?
Eh. I think we can do better.
Become a Booked Out Virtual Assistant in Just Five Weeks has a bit more edge to it, don’t you think?
Show potential buyers value from the very first headline.
3. Focus on the Benefits Over the Features
After you’ve poured so much effort and energy into the Thing You’re Launching, it’s easy to want to tell the world all about how great it is, how hard you worked, why it’s so cool, etc.
But what matters to your potential clients is how it’s going to benefit them.
They want to know why you’re different and why they should invest in your product or service.
As you think through what you’re launching, focus on why you created it. You know the benefits, you know why others need it, so take the time to tell them, and do it in a way that speaks directly to them.
After you’ve spoken to your target audience’s pain points and have walked them through the benefits, include social proof to back up everything you’ve said. This can be a testimonial, Google review, or case study that showcases the benefit you’ve been talking about.
Before I launched my business, I offered a page of website copy in exchange for a testimonial. Social proof validates the consumer’s decision to purchase, and it’s an excellent way to boost your credibility, too.
4. Include a Strong Call-to-Action (CTA)
Your CTA is the linchpin of your landing page. Seriously, it’s that important.
Imagine a scenario with me.
You’ve spent two years building your dream home. You carefully selected the plot of land, worked with the best designer you could find to make sure it felt like you, and carefully curated every single detail to your liking.
You pull up to your new home, park the U-Haul you can’t wait to be rid of, and take in the gorgeous new house as you walk up the steps to your door.
You take a deep breath, ready to open the door to your sanctuary, and notice the knob is missing. You have this beautiful house in front of you but have no way of getting inside.
That’s the equivalent of weak or missing CTAs.
Is this a little dramatic? Yeah, sure! But you get the point. You can’t present someone with an enticing offer and give them no way to access it.
When you’re creating your CTAs, think: Actionable, visible, and specific.
- Actionable: Use verbs like “Get,” “Start,” or “Claim.”
- Visible: Make the CTA button stand out with contrasting colors.
- Specific: Instead of “Submit,” try “Get My Free Guide Now.”
Position your CTA strategically—at the top, middle, and bottom of the page, depending on its length.
5. Optimize Your Landing Page for SEO
Let’s go back to our house scenario.
When you don’t optimize your landing page for SEO, you prevent people from finding your house. How sad would it be if you worked so hard on this thing that not only could YOU not get in, but now no one can find you on the map?!
A solid SEO strategy ensures you show up when people search for you. And if sales are your goal, I’m pretty sure you’re going to want people knocking on your door!
SEO can be complex, and there are far more qualified experts to speak on this than me. So we’re going to focus on how to optimize your copy with SEO, starting with these three tips.
- Perform keyword research using tools like Google Keyword Planner, Ahrefs, or SEMrush.
- Target a primary keyword and a few related secondary keywords.
- Naturally incorporate keywords in:
- Page title (H1)
- Meta description
- URL
- Headings (H2, H3)
- First 100 words of content
- Image alt text
If you want to hear from SEO specialists, here are two fabulous educators that I look up to: Jade Pruett from HelloSEO and Mariah Magazine.
Creating a successful landing page that drives sales doesn’t have to be complicated. With these five steps, you at least have a roadmap to get started. Happy launching!
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