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How to Design a Landing Page That Converts

Your Constant Contact account includes several methods for collecting contact information – how many are you using?

Lead Generation Landing Page
Sign-Up Forms
Text to Join

Lead Generation Landing Pages are designed to collect visitor information in exchange for a promotion or incentive – nothing more. With Constant Contact Landing Pages, you can customize the form to capture information such as name, email, phone number, birthday, and more.

This article (button below) is a good tutorial on creating a landing page that will convert - that will make people want to sign up. It sounds easy, but it isn't!

I will write about Sign Up Forms and Text to Join in future issues.

Design a Landing Page that Works

Let's Talk More About Creating Landing Page Content

Your website may have Landing Page options, or if you're using WordPress, there are several Landing Page plugins. There are companies that do nothing but build Landing Pages, or offer them as a product you can design yourself. So having this feature within your Constant Contact account is a real bonus.

It can't be stressed enough that Landing Pages need to be simple, with one clear Call to Action.

My personal example of simplifying writing is creating a lesson plan to teach 4th graders to play the recorder during my student teaching experience. Yes, I went to college to become a music teacher. Why? Who knows. Anyway, an elementary music class might have 20 minutes of instructional time after getting everyone in the room and in their seats and then getting them back out again at the end of the lesson. So teaching them to play the recorder, where instruments have to be distributed and then cleaned after use, cuts instructional time to about 10 minutes. You won't teach them a whole lot in that time. Many short lessons make up the "recorder unit" of lesson plan writing. You learn to be concise.

My supervising teacher returned my plans over and over - "you will never have time for all of this". I hear her voice every time I'm writing content.

The biggest key to a successful landing page is to make it clean, simple and have only one objective - one Call to Action (CTA). If you find yourself creating content that says "and..." then you've gone too far. Back up and start over.

So when you design your Landing Page, pretend you have only one chance - just a few seconds - to convince your audience to commit.

What you give your sign-ups is up to you – it may be a free download, RSVP for an event, subscription, a coupon or discount – just keep it to one call to action.

What if you have more than one offer? Then make more than one landing page. Mix it up. Use one for a while, then another. Or test market, send some people to one and others to the second one.

I'll say it again - your Landing Page should be simple and clean. I would recommend going with one of the templates you will find under the Custom section when you create your f Landing Page.

I created a sample landing page using one of the templates in the Custom area here - I intentionally left some of it incomplete so you can see the placeholder content. I believe the placeholder parts are too much content. There are too many buttons on this page. The examples in the article (button link in the first section above) are much better.

Once your Landing Page is complete, be sure to:

Promote your landing page on social channels.
Set up an automated email series so new sign-ons receive at least one follow-up email in a timely manner. Talk with me about this if you have questions.

I’ll talk about Sign Up Forms and Text to Join in future issues.

Can it really be Summer?

Here are some promotional ideas for June.

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How healthy is your website?

Most of us create a website and then forget about it.

I talk a lot with clients about the need to make regular content updates to their site, but you also need to make regular health checks Bots and ne'er-do-well's are out there and will invade when you least expect it!

For a healthy site, keep your plugins up to date, spam blockers, etc. installed, and take a look at what's going on from time to time.

Questions? ask me.

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Cheryl Ley

The Bookworm Virtual Business Services

Constant Contact Free Trial