In this article, I’m going to break down the 5 levers you can pull in your business to amp up your landing pages and increase your results. Here’s a quick overview of my five topics on how to generate more revenue with your landing page to skyrocket your growth:

#1: Breaking Down The Basics: What is a Landing Page? What is a Funnel?

    • We will cover what these are to give you an idea of where to start

      #2: Core Elements Of Landing Page Development

        • Here I will cover the minimums you will want on a landing page to ensure that it is as effective as possible. After all, you won’t want to run paid ads or traffic to a page that isn’t prepared to handle it and produce results.

          #3: The Importance Of Automated Follow-Up

            • This is a BIG one that a lot of businesses forget and literally leave money on the table. We will show you how automated follow-up can make a massive difference in your bottom line.

              #4: How To Constantly Improve Page Performance

                • This is another BIG one. Many businesses build or hire an agency to build a single landing page & assume that if it is converting that means that it works. While that is great, there is always the potential to do more. We will cover how to test & constantly improve your page performance.

                  #5: The Best Tools & Resources

                    • Here I’ll provide you with a short list of the best tools that we use ourselves to build successful landing pages & funnels.

                      Alright so with that said let’s dive in!


                      #1: Breaking Down The Basics: What is a landing page? What is a funnel?

                      In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, TikTok, or similar places on the web.

                      Talk about the journey, and show the landing page role of the funnel.

                      As you can see a landing page IS a part of the funnel. It’s step one, it’s your opportunity to make a good first impression on your leads. Think of your experience when you first step into your local supermarket. You’ll see items in place to help your shopping experience like a shopping cart, signage that points you in the right direction, a brochure of discounts & coupons, in some cases an employee there to greet you as well as of course a clean, well-laid out store that give you the impression that you are in the right place to get what you came for. You’ll want your landing page to achieve much of that same experience… help your customers achieve their goals.

                      Unlike your typical websites, which have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).

                      Here are a few examples of what you might want visitors to do on your landing page this will vary by your business and what the next steps are in your visitor’s journey to becoming a customer but let’s go over the examples:

                      • Make a purchase
                      • Become a lead by submitting a form
                      • Call you
                      • Reach out to you via chat
                      • Subscribe to a newsletter or email list
                      • Register for an event

                      All of these conversion actions accomplish the same basic goal: they progress people towards becoming a paying customer. And, ultimately, that’s the goal of any landing page.

                      It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering the cost of acquiring a lead or sale.


                      #2: Core Elements Of Landing Page Development

                      Now, this is going to be our most detailed topic as it lays out the foundation for building a page with the proper elements that collectively make up a high-performing landing page. So I’m going to go through each of the core elements, describe their use case, and show examples. Let’s start with Headlines.

                      A good headline (and hero shot) is like a lighthouse for your potential customers. It tells them, “Yes, you’re in the right place, and here’s what you can expect…” But, your headline needs to be more than an overview of your page—it needs to pique the reader’s interest in some way.

                      Depending on your business, what you’re selling, and what you want people to do on your page, you’ll probably want to use different types of headlines.

                      The key to writing a great headline is understanding these 3 things:

                      1 who your audience is, 2 why they are on your landing page, and 3 what problem they’re hoping you can solve for them. Once you know those three things, it’s fairly easy to come up with the headline for your page.

                      Supporting Headline

                      If it’s a little hard to address the who, why and what of your audience in your headline, you can expand on things with a supporting headline. Think of your supporting headline as your opportunity to fill in important details.

                      Your MAIN headline should always be the most important and compelling argument for taking whatever action you want someone to take, but sometimes a little extra detail can be the push people need to actually convert.

                      As you can see, the main message is in the headline, but the supporting headline adds important detail that makes the main headline more compelling. Not every landing page needs a supporting headline, but when used effectively, a good supporting headline can make your landing page much more compelling.

                      Hero Image

                      Of course, your main and supporting headlines can only say a few words. It can be hard to get someone to have an emotional response in just a sentence or two. That can take hundreds-to-thousands of words.

                      Fortunately, for that, we have pictures.

                      In many ways, your hero image can be just as important as your headline. Your hero shot is the aesthetic component of your landing page that tells people, “yes, you’re in the right place and you can trust this company” without them even realizing it.

                      Call To Action or CTA

                      Before you can create your CTA, you need to decide what you want people to do on your landing page. This is important, because otherwise you can end up with no CTA or multiple different (and even conflicting) CTAs.

                      Both of these situations are bad.

                      The CTA is simple and consistent throughout the page. You need to makes it obvious that your visitor has found a solution to their problem and then encourages you to take the next step to make it happen.

                      Your CTA should be obvious and straightforward. Most people on the internet are looking for quick information, so the easier you make it for them to find and absorb your offer, the more likely they are to convert.

                      For example, “Get Your Free Quote!”, “Contact Us Now!” “Shop Now” or “Get Started Today” are great examples of CTAs.

                      Having a specific offer or benefit associated with the CTA also helps to boost conversions. Specific offers make your audience feel like they are getting something in return for their info and incentivize them to act now. So, instead of “Contact Us Today”, try something like “Contact Us Today for 10% Off”.

                      Finally, making your CTA a color that stands out from the rest of the page and placing it prominently will make it easy to find and act on.

                      Above The Fold

                      So far everything we have covered on the core elements for a landing page has been above the fold.

                      “Above the fold” is a term online marketers stole from the newspaper industry that refers to the first content a user sees. For a newspaper, “above the fold” is a literal term, but online marketers use it to describe the content in the top 600 pixels or so of a landing page. Or in simpler terms, the elements of a page that are seen without scrolling on a desktop or mobile device.

                      Since it’s the first thing your users see on your page, you’re above the fold content—much like a good front page story—is the key to drawing potential customers in, so you’ll want to make your above-the-fold content as compelling as possible.

                      Example:


                      Benefit Summary

                      This section doesn’t always end up above the fold, but when it does, it’s important. Essentially, the benefit summary is the hook that pulls people from your above-the-fold content to the rest of your page.

                      Your benefit summary should say, “Hey, here’s what you’ll get if you do what I’m encouraging you to do. See how great it is? You should either convert or scroll down to learn even more!”

                      That being said, the benefit summary is your elevator pitch. If you decide to use one, you’ll want to keep it short, simple and to the point. You can get into more detail below the fold.


                      Benefits Driven Features

                      If someone starts scrolling through your landing page, it means you’re doing something right. Whether it was your ad, headline, hero image or something else, people who read your whole landing page are basically telling you, “I’m interested. Sell me on why I should convert.”

                      The only problem is, most businesses don’t know how to talk about themselves or what they are selling in ways that matter to their potential customers. Why? Well, all businesses struggle with ego. After all, you spend all day, every day thinking about and improving your product or offer. It’s natural to want to talk about all the special things that make your business unique!

                      The only problem is, the people on your landing page don’t care about your ego.

                      They don’t care how many countless hours you’ve invested into that nifty feature. They may not even care about the feature at all. Most visitors to your site are asking themselves one simple question:

                      Will this make my life easier?

                      Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways. For example, if your product’s reliability is a big deal to your potential customers, you may want to focus on how fine-tuned your product is. You might want to include a section about the post-purchase support you offer, examples of satisfied customers, & how you handle defects or issues…

                      The important thing is to keep the focus on how your product or service will make their life easier—not how awesome your business, product or offer is.


                      Social Proof

                      So most people instinctively distrust marketing material. Generally speaking, most marketers tell the story that puts their offer in the best possible light. After all, marketers make money off of telling people their product is great. Maybe your offer is as good as you say it is, but it’s hard to believe someone who gets paid to talk about how awesome their offer is.

                      On the other hand…an actual customer? They’ll tell it like it really is.

                      As a result, testimonials are the simplest way to add social proof to your landing page. Unfortunately, because they are so easy to put together (or even fabricate), testimonials often don’t carry a lot of weight. So, if you want your testimonial to be believable, you need reputable, verifiable sources.

                      With that in mind, here are some examples of social proof:

                      Cite high authority sources. If other business leaders (particularly leaders of recognizable businesses in your industry) are willing to say you’re great, that must mean you’ve got something pretty cool.

                      Include pictures. Along the same lines, photos further establish the authenticity of your testimonial. After all, if your testimonial was comfortable with you using their photo, your reader can feel comfortable with giving you their business.

                      Video testimonials. Video testimonials take this principle even further. Video testimonials are even harder to fake and come with the added benefits of inflection and body language. If your video testimonial shows genuine enthusiasm for the product, you can bet that your audience will be interested in your offer.

                      Embed content – If you have rabid reviews on Twitter or any other review or social site, pull them into your page. Reviews on third-party sites can’t be tweaked to perfection, so they feel more raw and real.

                      Include a variety of testimonials – Everyone knows that only a small portion of your customers will be willing to put themselves out there on your behalf. So, if you have several testimonials, a lot of people must love your company.

                      Okay, so our final core element. Your closings argument statement

                      Think of this as your last attempt for people to take action. The simplest thing to do here is to repeat your CTA but maybe experiment with some different compelling copy. Maybe something that incites more urgency like, “Hurry now & sign up before this offer expires”. You can also add really quick pointers as to why people want to take action.

                      Okay so that wraps up the core elements of a landing page, let’s move on to Topic #3.


                      #3: The Importance Of Automated Follow-Up

                      This one is huge. In my 10+ years of working with businesses, way too many people forget about what happens to a lead after they are opted-in to your landing page, particularly if it is some sort of lead magnet like a newsletter opt-in, free download, or even someone abandoning a purchase.

                      Here is a quick example. Let’s say you own a consulting business and you have a FREE ebook download as your lead magnet. You’ll have users come to your page and in exchange for that free ebook, they will provide their name, email address, and phone number. Then of course, after they provide that information the 2nd page (or confirmation page) will have a download link to the ebook. Now of course the point of providing the ebook is to give your lead value & build trust that you are the authority in your respective industry. So in a perfect world, they will consume that ebook & end up coming back to you to hire as a consultant. While a small percentage of people may do that, why not take advantage of having their contact info to send more value in real-time & keep your brand top of mind for that lead?

                      Using the information they provided to download the ebook, you can automatically send emails & even text messages in the days or weeks after that download to provide further value & link to book your consulting services. What should these emails & messages say? Well that will vary by business but here is a quick list of some ideas for follow-up:

                      • Case studies & testimonials
                      • A relevant story about your niche (people love a good story)
                      • Objection breakers
                      • Squeeze offers
                      • Open ended messaging (ask a question)

                      The best part of all this is you can AUTOMATE this entire process. And aside from tool costs of your ESP & maybe an automation tool like Zapier, it has very low monetary costs. This means you won’t be manually sending emails or texts. Everything runs on auto-pilot and you can measure the performance of these campaigns and furthermore use that data to improve your copy, offer, or campaign structure.

                      In selling products (digital or physical) abandoned cart emails & automated follow-up typically averages out to a 10-20% increase in revenue generated vs not having it. Full disclosure, of course this varies greatly by your business, the offer, advertising strategy, etc. But whether it is 5% or 40% increase, it is worth the effort to build a follow-up system to keep your business or brand top of mind for your customers & have a measurable system in which you can use to improve your internal marketing & your service to your clients or customers.

                      So as you can see automated follow-up is a massive feature that is too often overlooked in the digital space.


                      #4: How To Constantly Improve Page Performance

                      Okay, so this is yet another digital marketing feature that many businesses don’t execute which ultimately leaves money on the table. Split testing. Let’s talk about that.

                      Now before I dive in, I want to give you a quick pointer on split testing. I do NOT recommend running split tests on pages that haven’t already been proven to convert. The reason why is a lack of conversions could indicate issues outside of the page itself like the offer itself isn’t compelling enough or poor targeting on ad campaigns. With that said, split-testing is a means to improve on pages that are already converting. Alright so let’s dive into what split testing is.

                      Split testing is where you essentially make 2 versions of a single landing page & split the traffic between the two & measure the performance of each. This pretty much makes it to where the two versions of your page are competing with each other. You’ll want the differences between the two pages to be fairly minimal to get an accurate read on what change attributed to the increase or decrease in performance. Here is a short list of some split test examples:

                      • Headlines
                      • Hero images
                      • CTA (button text)
                      • Written copy
                      • Offer (Free trial vs paid)

                      Running tests like this can provide some very interesting insights to your audience & what makes them tick. I can say that in my career, I have ended up very surprised at what sometimes works better. So what I’d like to do here is share with you a clip from one of our live consulting calls about some results I was able to get with split testing, check this out:

                      We never would have discovered this about their audience had we not run these tests. THAT is why running these tests are so important & have a direct impact on business revenue. What would a 10, 20, or even 30% increase in conversions mean for your business?

                      So in summary, split testing is a simple, yet powerful way to increase your page performance. You’ll want to run continuous split tests to ensure constant improvement. While not every test will end up with improved results, the good news is you will now know what your audience likes & doesn’t like, and you can leverage that data to move into the next test. There are no failures, only lessons learned.

                      Great! So if you’ve made it this far, you’re likely ready to start getting some action items to dive into for yourself & your business. So let’s not delay and move into our next and final topic:


                      #5: The Best Tools & Resources

                      So while there are a TON of tool options for building & running everything I have outlined in this video, I decided to put together a short-list of powerful tools my team uses everyday for our clients & our own business. Alright let’s dive in:

                      Let’s start with page development & split testing.

                      Our preferred tool is Clickfunnels. Clickfunnels is a landing page & funnel development tool that allows us to quickly & easily develop high-converting pages on the fly. You can use Clickfunnels to build optin pages, sell products, run split tests, create membership sites, run on-demand webinars, and the list goes on and on.

                      Alright, let’s dive into email marketing.

                      While we have experience with over 10 different email marketing tools, our recommendation comes down to Active Campaign. This is an incredibly powerful tool that allows us to manage our leads, create automatic email campaigns, set goals for our leads, and has a vast number of direct integrations with other tools like Clickfunnels.

                      Let’s talk about text or SMS marketing.

                      This is hands down our favorite tool for text message marketing is SimpleTexting. These guys have truly built a simple-to-use platform for beginners to dive into while also having some really advanced features that are handy to build into your automations.

                      I’ll talk about integrations a bit. This is the glue to this list of tools and MANY other tools you may use for your digital marketing efforts. Zapier.

                      Zapier is a really great way to get your various tools to speak with each other that don’t have direct integrations in real-time. For a relevant example, you can use Zapier to take leads from Clickfunnels & push them into SimpleTexting for a real-time experience. So, a lead can optin to a page and get a text notification thanking them for the opt-in. Or even confirming a purchase.

                      Alright, so all of this scratches the surface of what you can do with these tools.

                      Want to learn more about how Rediscover Digital can become your ultimate growth partner?
                      About the Author: Josh Barter
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                      Funnels & Conversions Wizard, Automations Expert. Over 10 years of experience & $30M+ in revenue generated with direct response marketing tactics leveraging funnel conversion tools. Visit JoshBarter.com

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