How to Create a Landing Page (Fast & Without Technical Skills)
Wondering how to create a landing page to boost your lead generation or make more sales? You’ve landed in the right place!
In this guide, you are going to learn:
- what a landing page is
- the difference between a landing page and a website
- the anatomy of a successful landing page
- how to create one in 11 simple steps
…with zero technical or design skills!
What Is A Landing Page?
A landing page is a standalone web page that is created for visitors to “land on” after clicking a link in an email or an ad from Google, Facebook, YouTube, etc. A landing page is created with a single goal in mind, namely to lead visitors to the call-to-action (CTA).
The above example is a landing page created to capture users’ contact information when they sign up for the Christmas webinar. It has a clean layout, festive background, and a straightforward value proposition.
What Are Landing Pages Used For?
Landing pages are used for marketing as well as advertising purposes. Specifically, they are used by marketers for two main reasons:
- to encourage viewers to make a purchase or provide their contact information
- to provide appealing, relevant information to the visitor or a summary of a product/service
What’s the Difference Between a Landing Page and a Website?
The main difference between a landing page and a website is their focus. While websites are designed to be explored by visitors, landing pages exist with the sole purpose to drive a certain action.
Here is a visual representation of the key differences between landing pages and websites:
In general, landing pages are focused on one specific goal (e.g., to generate signups) and they have to be used as part of a campaign (e.g., PPC, paid social, email marketing).
Consequently, landing pages do not “compete” with websites and homepages. Simply, they are more suitable when there’s a specific purpose or campaign to be launched.
Do You Need a Website for a Landing Page?
You don’t necessarily need a website to have a landing page, but having a website is recommended because it allows you to build trust with your audience. You can easily host a landing page independently of a website.
Having a website along with your landing pages helps in showing your potential customers that your brand is established. And since online shoppers purchase things based on the trust they have for the brand or product, having a website is advisable.
What Makes a Good Landing Page?
A good landing page is one that has a clear copy that communicates the value proposition while maintaining messaging consistency.
Other equally important success factors of a landing page can be seen in the graph below:
Visitors arriving on a landing page need to see what they expect. So, the content (and especially the copy) of the landing page must match the one where they came from.
What are the Key Components of a Landing Page?
The seven key components of a landing page are the main headline and supporting copy, a unique selling proposition (USP), a hero image or video, the benefits/features of your offering, some form of social proof, and finally a conversion point (i.e., a CTA).
Below you’ll see an illustration of those seven key elements that a great landing page must have. You can click to enlarge.
It’s now time to see how you can create a high-converting landing page fast and without any prior knowledge!
Step #1: Define Your Campaign Goal
Before you start creating your fabulous landing page you need to know WHY you want to create it in the first place.
A great landing page needs to have a clear and measurable goal. This will help you decide how to write your copy, what elements to include on the page, and what template you should use.
So, your call to action may lead visitors to:
- Fill out a form or survey
- Sign up for a free trial
- Download a free ebook
- Order a product
- Register for a webinar
- Provide their contact information
- Download a coupon
- Subscribe to a newsletter
Sticking to a singular goal is important both because it minimizes the amount of choice you give to your visitors and because it makes it much easier to create a truly effective landing page.
So, what’s it gonna be for you?
Step #2: Select a Landing Page Template
The next step after setting your goal is to select the appropriate landing page template. The reason why it’s more suitable to choose a pre-made template than start from scratch is the fact that you can use its layout and build upon it.
Most landing page builders offer a wide range of templates that can be used to save time and increase efficiency.
As you can see, the templates are usually categorized so the selection process is effortless. Browse through the available templates and select the one that best suits your needs.
Now you’re ready to customize it!
Step #3: Write Your Copy
The first element you’ll need to work on is the headline. Given that you’ve got approximately 8 seconds to catch visitors’ attention, you need to craft a catchy headline. Make sure your headline is clear and eye-catching. Ideally, your headline should match the message of the email or ad that brought visitors to your landing page.
As for the rest of the landing page copy, it is twice as important for conversion rates. To nail your copy, emphasize how your offer will solve users’ problems and how your product will make their lives easier. In essence, you need to focus on the benefits and present them from the visitor’s perspective.
A general tip you can follow to ensure you create a high-converting landing page is to keep your sentences short and valuable. Cut out any unnecessary bits and avoid confusing business jargon.
Step #4: Create an Irresistible Call-To-Action
After you’ve crafted your headline and supporting copy, it’s time to convert your target audience through an irresistible CTA button.
Your CTA (or call-to-action) is what you want visitors to actually do on your landing page. This can be in the shape of a form or a click-through button.
First of all, you have to ensure that your call-to-action is specific and descriptive to yield better results. Visitors need to know what to expect when they hit your CTA button. Here is an example from Lemon Squeezy.
For SaaS businesses, CTAs like “See Pricing” or “Start Your Free Trial” work well.
Moreover, if your landing page contains a form, try to make it as simple as possible (the most converting forms are those with just one field – the email address).
Finally, eliminate distractions that could take your visitors away from your CTA. Ideally, avoid having navigation links to other pages, headers, or footers. And stick to just one CTA.
If you take a look back at the previous example, that top navigation bar could be omitted to ensure the desired user experience.
Step #5: Use Visual Content
You’ve finished crafting your copy, so now’s the time to work on the visuals of your landing page. You’ll need to decide what images you want to feature. These can vary from product images and stock photos to custom illustrations.
Visual aids are faster and easier to comprehend, strengthen your message, and influence your visitors’ behavior on your landing page. This means you can increase conversions! Moreover, powerful imagery can help convey your message in just a few seconds.
As you’ll see in the example below, Fig.1 uses high-quality product images on their landing page to make a visual connection with the landing page copy. What’s more, the product images blend nicely with the background colors, thus creating a landing page that stays memorable.
By using the right visual content you direct your visitor exactly where you want them to look and eventually take action. Plus, they can also cleverly replace text!
Here are some tips to help you with the selection of visuals:
- Select your hero image: a big, mesmerizing visual that shows visitors what your offer is all about. It needs to be professional-grade to catch the viewers’ attention.
- Use real photographs: include images of people using the product/service to help visitors connect with your offer on a personal and emotional level.
- Use visuals to emphasize the benefits: take for granted that visitors are busy. Help them convert by providing “a visual story” through your images.
Step #6: Include Social Proof
In online marketing, it’s difficult to get people to trust you as a brand. If a consumer is unfamiliar with you, reviews and testimonials from other people like them will add to your credibility.
In fact, a recent consumer survey by Bright Local revealed that “91% of consumers trust online reviews as much as personal recommendations”. This demonstrates how social proof can influence a buyer.
Whether it be a product or service, social proof can effectively guide a visitor down the funnel to convert.
There are many different types of social proof you can use:
- Case Studies
- Customer Ratings & Reviews
- Influencer Endorsements
- Brand/Client Logos
- Subscriber Counts
- Social Shares Counts
One of the best landing page design tips is to place your social proof near the CTA button to boost the strength of your messaging. Finally, to have a professional-looking landing page, add a photo thumbnail and name to the testimonial. This will help increase conversions.
In the landing page example below, LILT leverages two types of social proof, client logos and testimonials. As you can see, social proof occupies a large part of the landing page to increase trust.
Pro tip: Keep your testimonials short. A maximum of three short sentences is perfect. Additionally, you can italicize or bold important parts of the testimonial to make them stand out.
Step #7: Add Branding Elements
You are now ready to start working on the final touches of your new landing page. Specifically, you need to give your landing page the same look and feel as your website.
This means that you have to add your business logo and make sure the colors on your landing page match your brand colors precisely. Moreover, you’ll need to make the necessary adjustments to your text’s color as well as fonts to create a seamless experience for your potential customers.
Step #8: Add Tracking
You’ve done all the hard work and created your very own landing page. But, wait, how do you know if it’s actually performing well?
Well, you don’t. Not before you add tracking to your campaign.
There is not much point in creating a landing page if you don’t track its performance.
As you can see in this example from Moosend’s platform, you can enable tracking with Google Analytics. Simply insert your Google Analytics ID to measure the performance of your landing page. Moreover, you can enable tracking with Facebook Pixel to measure your Facebook Ads results.
Keeping track of who’s visiting your landing page and what actions they’re taking is essential to optimize your marketing campaigns.
Step #9: Set SEO Settings
Last but not least, SEO optimization. Optimized landing pages according to landing page best practices are bound to drive more traffic.
That happens because it is easier for website visitors to find your page and for search engines to understand the purpose of your page.
When optimizing your landing page you should pay attention to the following:
- Title Tag: Think of it as the first impression your visitors have of your website. While there is no exact character limit, an ideal title tag contains around 60 characters.
- Meta Description: Another powerful marketing tool, meta descriptions basically summarize the page content. They are your No.1 chance to attract the reader’s attention.
Here is an example of how SEO settings will look like on your landing page builder tool.
After you’re done with these, you’ll need to choose your publishing method. Your landing page builder will give you some options regarding where you’d like to publish your landing page (e.g. your existing WordPress site, etc).
Step #10: Preview & Publish Your Landing Page
You’re almost ready! Before you hit “Publish” though, you need to make a final check that everything looks ok on your landing page.
First, do a quick check on the copy. Make sure there are no typos or grammar mistakes that would compromise your campaign and make a bad first impression.
Then, take a look at your design and find out if everything is the way it is supposed to be.
And..that’s it! You’re ready to publish your fabulous landing page!
Step #11: Optimize Your Landing Page
Landing page creation is practically over at this step. However, you don’t just publish your landing page and forget it.
You need to test and optimize it to maximize its performance. The best way to do that is through A/B testing.
Some key elements that you should test include:
- Headline: try out a different version of your headline
- Visuals: change the hero image with a new one on your page
- CTA: Design an alternative CTA button with a twist in the copy
By conducting those tests, you’ll be sure that you get the most out of your landing pages either your goal is to grow your email list, sell more products, etc.
Landing Page Design Checklist to Download
Pressured for time? Or you simply want to have a checklist that you can follow at your own pace?
Here we have a landing page design checklist with subtasks in each of the steps we’re featuring above. It’s going to be the step-by-step tutorial that will turn you into a landing page master!
Click here to access our checklist! And make sure to create a copy of it.
Looking for a Landing Page Builder?
Landing pages are without a doubt an essential part of your digital marketing strategy. With the above tips, you’ll be able to kickstart your way into becoming a landing page master in no time.
If you’re looking for a beginner-friendly landing page builder with powerful capabilities, sign up for Moosend’s Pro plan and start building high-converting landing pages.
Frequently Asked Questions (FAQs)
Here are some of the most common questions we’ve been getting about landing pages.
Q1. Do I need a domain for a landing page?
No, you do not need a domain name to publish your landing page. The landing page builder tool that you’ll be using to create your landing pages will give you options to publish your page without having a custom domain.
Q2. Can a landing page replace a website?
No, it’s not a question of one or the other because landing pages are a different marketing tool than web pages of a site. Landing pages are built with a specific marketing goal, while websites are meant for exploring. Ideally, landing pages work complimentary to your website.
Q3. Do landing pages rank on Google?
While landing pages don’t rank on search engines by themselves, Google considers them essential to a good sales funnel. For a landing page to rank on Google it must be optimized for keyword targeting, have additional content that adds value to the reader, include more than one CTA, and have a fast loading time.
Q4. How long does it take to build a landing page?
To build a landing page you’d need from 1 hour up to a week since in most cases they act as selling pages of a particular service/product. However, depending on the tools you use and the complexity of the landing page, they can be developed much quicker.
Q5. How do I drive traffic to my landing page?
Some of the best ways to drive traffic to your landing pages are email newsletters, paid search and social media ads, retargeting ads, and newsletter sponsorships. Other effective ways include guest blogging, creating Twitter threads with your pages included, and finally partnering with influencers.
Q6. Are landing pages effective?
Landing pages are highly effective in increasing conversions compared to a homepage or blog post because they have one singular goal. Moreover, landing pages are a great way to build your brand and grow your email list, while they also work perfectly as part of PPC campaigns.
Q7. Is a landing page bad for SEO?
No, by all means, a landing page is not bad for SEO. On the contrary, landing pages are an excellent way to funnel the traffic that you bring through your SEO efforts.
Q8. What URL should my landing page have?
Your landing page URL should ideally “tell” your audience where the link is taking them after they click on it. A good strategy is to customize your URL with something that indicates what your landing page promotes. Effective URLs are approximately 50 to 60 characters in total.
Q9. What size is a landing page?
The recommended landing page size is 940 – 960 pixels, which works for the majority of different screen sizes. Moreover, any landing page content within the 720-pixel height should display properly on the screen upon page load.
Q10. What is the best landing page builder?
There are various really good landing page builders out there, such as Unbounce, Wix, and Mailchimp, but Moosend is the better option among them because it offers a user-friendly interface with advanced functionalities to power your landing pages at a fraction of the cost of the other services.