Last week I opted in to two new email lists.
Now let me make this clear: I am super picky about who’s email list I voluntarily opt-in to. Sure, I tend to end up on more than I’d like, because I’m a webinar junkie. But actually entering my name and email address on someone’s homepage to get their free PDF? Very rarely happens.
The only ones I do, on occasion, hand over my deets to, are ones that have very specific solutions to my immediate problems.
Which is how I ended up on two new email lists last week.
Neither of them were general “sign up to my email list for updates” opt-in boxes. They were landing pages for free resources that gave me the exact information I needed at that time.
Landing pages are one of my favorite things. They are vital for list building, but they can be either sorely underused or not used correctly.
In order for them to be effective, landing pages need to be:
- Super-focused — ONE call to action, ONE link and ONE message.
- Not distracting — your landing pages shouldn’t have headers, footers or any other links besides your ONE call-to-action link.
- Mobile-responsive — more people are viewing landing pages from their phone (via Facebook ads, tweets, etc) and having a mobile-optimized landing is more important than ever.
If you want to build your email list fast, here are the three most important landing pages you should be using for your business:
1. Squeeze pages for people interested in your new offer
Instead of bombarding your main email list with countless promotional emails during your big launches, get the people who are really interested in your offer onto a separate email list so you can nurture them.
These pages are especially great if you’re not a fan of the hard sell and would much rather focus on talking to a smaller group of eager fans.
They’ve already expressed their interest by handing over their sacred email, so you know they are waiting to hear from you.
Here are a few examples…
I’m using this page to collect information from awesome people who are interested in learning more about the new course I’m launching in the fall. Hint. Hint. Nudge. Nudge. ;)
These landing pages are meant to be very basic and meant to serve one purpose — get people on your email list so you can follow up with them and keep everyone up-to-date on a product they are interested in.
FINDING YOUR WORTH FROM WITHIN
This opt-in page actually serves 2 purposes: gather interest for a new program and deliver a free resource (in this case – a 4-part video series). The opt-ins are mainly be used to drive people to her full online course.
2. Opt-in pages for free resources
This one is definitely the most popular. If you have something you are giving away for free, like an eBook or video… or are holding an online event, like a webinar or video training series — you need a landing page.
Regardless if you have opt-ins set up throughout your site like on the homepage, sidebar, footer, etc, I also recommend having a separate landing page for each of your freebies.
This makes it really easy to link to the page no matter where or how you’re promoting the freebie.
Sorry, you’re probably seeing a lot more of my face than you were hoping for today. ;)
But this is a good example that I had to share, because I’m actually practicing what I preach! (!!!) Hallelujah! But really, this one is currently converting at 38% and rising everyday that it’s out there, which is pretty good according to typical landing page conversion rates averaging anywhere from 5-15%, depending on what industry you’re in.
Again, Jackie has set up a separate landing page for one of her free resources, so she can link them directly to this page.
PS. This is one of the two email lists I opted into last week. Webinars are coming soon!
3. Guest Post Landing Pages
These pages might be the exception to one of the “rules” — I don’t believe that you need to remove all headers, footers and external links from these pages.
The purpose of these pages is to engage with readers from the brands and networks where you’re guest posting and invite them into your world so you can nurture them and turn them into new fans.
You can create hyper-focused landing pages to invite the readers to continue talking about the guest post subject or offering them a free resource related to the guest post topic. I even recommend calling the readers out by “name”. For example, if you do a guest post on Design Sponge, create a landing page that says, “Welcome Design Sponge readers!” right at the top. They’ll instantly know they’re in the right place and your conversion rates will be significantly higher.
Michelle included the link to this page in a Slideshare presentation she did for a guest post and it converted at 50%. That’s amazing!
How to create these landing pages
On your own website
You can create these landing pages on your own site if you have a page template already built into your website theme. If not, you could also hire a developer to create one for you, at a low cost.
The most important thing is that you’re able to remove the headers and footers from your landing page, because it really does make a difference to your conversion rate.
Using landing page software
As a designer, I actually prefer to use LeadPages, because they are really fast to set up and are much easier to see how well your page is converting by diving into their built-in analytics.
The best part about using a tool like LeadPages is you can integrate it with your WordPress site so it looks like the page actually lives on your site. All you have to do is install the LeadPages plugin, connect your account and create new LeadPages pages in your WordPress site. Here’s a tutorial to show you how to do it.
The only downside with LeadPages is you won’t have as much creative control compared to the page being built on your own site. InstaPage and Landing Page Monkey give you more control… just make sure you are signed up for pro accounts so your pages are mobile responsive. Test your landing page to make sure it’s responsive by using this free tool.
You’ll be able to see how your page looks on different sized devices. Here’s a preview of how my Digital Product Rolodex page looks:
Which new landing page are you going to create first for your biz?
If you create one and want to share, I’d love it if you popped the link in the comments below so we can all take a look!
Like this post + want to share with your tribe?
P.S. I’m considering doing a full review of the 3 landing page tools mentioned above, so let me know in the comments if that’s something you’d be interested in reading!