Every small business website has a purpose. Even if that’s just to let people know you’re there, they can have enough of an impact on your bottom line to make it worth making the extra effort.
One of the best ways to channel visitors in the right direction and to display what you want them to see is with dedicated landing pages. Websites attract traffic from numerous different sources, and the main homepage isn’t always what you want them to see first. So a landing page is created specifically for them, whether they’ve clicked a link in an email, seen your ad on social media, or searched for a specific search term.
Just as most keyword searches direct users to a specific page on your site, often on the blog, a landing page is tailored to ensure that you stand the best possible chance of converting them from someone with a passing interest in what you do into someone that takes action.
What Does a Landing Page Do?
So, following on from the introduction, it’s vital to consider the role a landing page can potentially play in your business efforts. First and foremost, it’s worth reinforcing that these pages exist to convert. It’s a step, and not always the final one, in transforming someone with an interest in what you sell or the services you provide into someone that opens their wallet and becomes a paying customer.
Why Most Business Websites Need Landing Pages
A critical factor of most landing pages is that they are often distinct from the main website. While not always the case – some of the best landing pages around are also homepages – they tend to have a specific focus. In many cases, they’ll eliminate sidebars, menus, and other popular layout options on different pages so as not to distract from the key message.
One hypothetical scenario involves a business that sells hundreds of products online. A visitor lands on the main page or a particular product through search engines and then continues their research. Ideally, they’ll then go ahead and buy the product, immediately making them a paying customer.
However, landing pages generally extend beyond search traffic. For example, you might have a popular product you want people to buy from you instead of the competition. You could start an online advertising campaign to achieve this, spanning Google, Facebook, and anywhere else where your audience is likely to see your message.
When paying for traffic in this manner, there’s no point directing people to the homepage. They’ll have to either use the search function to find what they’re looking for or browse through the hundreds of other products that simply aren’t what they’re looking for before they can buy.
You could, of course, direct them to the product listing on your website. However, these pages are often about informing and demonstrating when designed correctly. You’ll have product pictures, descriptions, and other details pertaining to the product at hand. The page’s role is to build trust and convince customers to consider the product. On the other hand, a landing page is designed to sell it.
The page assumes that the prospective customer already knows all about the product and they’re just looking for the best place to buy it. That’s why they clicked your ad. Your job is no longer to inform but convert.
While products are a great example, this extends to just about anything else your business might do. For example, you might want to build your email list. You’ll therefore design a landing page to encourage people to subscribe. You might sell services rather than products, but the same applies. People that land on your site are often looking for the service. Your landing page is another opportunity to convince them that you’re the best possible option.
What Makes for a Great Landing Page?
Great landing pages aren’t always easy to create. The designer really needs to enter the mindset of customers to decide what will resonate the most with them to lead to the highest possible conversion rates. The process is complicated yet further by the fact that there’s no blueprint for the perfect page. They can differ based on the business, its sector, the products and services in question, and also the target audience. Even the means of attracting visitors can have a crucial impact on how a page performs.
Nevertheless, some elements often serve as fantastic starting points for any page:
A Main, Attention-Grabbing Headline
You rarely have more than a few seconds to capture the attention of a visitor, even if they’re already interested. In many cases, you can guarantee a sale in the headline alone by solving a problem or providing an unbeatable special offer. At the very least, where the first thing a visitor sees is the headline, it’s vital to give them an incentive to keep reading.
Not every visitor will convert. However, if you can keep your branding, such as logos and color schemes consistent, they’ll remember you. Even if they don’t purchase right away, they’ll recognize your brand in ads and on social media when the time comes to buy, and there’s every chance they might return.
Virtually every potential conversion wants to solve a problem. Even for something as mundane as selling a toaster, you’re solving the problem that they don’t have one. Some brands are big enough that shopping with them is the only benefit they need. However, if you’re not a household name and still have something to prove, don’t be shy of going all out to demonstrate why you’re the perfect choice.
The best landing pages of yesteryear used to rely on testimonials. These statements were often genuine, but there was no way to be sure without contacting whoever they were attributed to. That’s one more step in the sales process that can quickly lose customers along the way.
Reviews are everywhere and, crucially, they’re independent of vendors. Amazon is a trusted online shopping destination in part because of the sheer number of reviews its products attract. They can get away with self-hosted reviews because they take steps to cull fake reviews and don’t aggressively remove negative product reviews. Smaller businesses have to work harder, but between Google, Trustpilot, Yelp, and social media, there’s no shortage of sources to provide valid social proof on what customers really think.
A Call to Action
Never forget that the whole point of your landing page is to encourage visitors to take action. That might mean joining your mailing list, buying a product, or otherwise doing something to the benefit of your business. Position order forms, signup boxes, or anything else that helps to meet your goal front and center!
5 Fantastic Landing Pages to Inspire You
We’ve established that not all landing pages are the same. However, if you’re not a designer or you’ve never previously created a landing page, there’s no harm in drawing inspiration from sites that are proven to work.
Big brands have the resources to hire the best designers for their pages, so they’re often the ideal place to start when seeking inspiration. In conjunction with their design agencies, here are five companies that have got landing page design down to a fine art.
Netflix admittedly has a significant advantage over most small and medium businesses in that virtually everyone knows who they are. Few people land on the Netflix homepage out of curiosity as to what the company does.
This does afford them a certain level of freedom, not least the fact that the entire homepage – this isn’t a separate landing page – is dedicated to encouraging new members to sign up for the service.
It’s clear, uncluttered, and makes it simple for new users to take action.
The simplicity won’t necessarily work for smaller businesses, but it demonstrates how clean a landing page can be, at least above the fold. Below it, even the mighty Netflix follows landing page best practice, with some of the best perks of the service such as supported devices and show downloads. There’s even a brief FAQ, so on the off-chance that someone doesn’t know what Netflix is, they can find out all about it. Then, they can head back to the top of the page and get started.
Codecademy doesn’t have the same market penetration as Netflix, but the brand has taken the same step of dedicating the main homepage to its landing page efforts. It operates a multichannel marketing plan, and you’ll see it on social media along with hearing about it on podcasts. The goal here is to entice users to visit the main page, so it makes perfect sense that it’s designed in a way that invites users to get started immediately.
Once again, it provides social proof. In this case, it’s the ‘Stories from real people’ that catch the eye. It also makes it as easy as possible to get up and running. In addition to traditionally creating an account, it also supports account creation through Facebook, Google, LinkedIn, and, crucially for coders, even GitHub.
If you own a WordPress website and you’re not familiar with Semrush, it might be worth getting acquainted. The chances are if you use our services, you’ve got Rank Math installed on your site. Semrush is one of the best resources around for finding the keywords to optimize for using Rank Math, and it’s an outstanding tool for finding out what your audience wants.
Their landing page checks all the boxes, not least because it invites prospective customers to get started immediately. All you need is a domain name you wish to analyze. That could be yours or one of your competitors.
It backs that up with social proof too. For example, in listing the likes of Amazon and Vodafone on the landing page, customers can immediately see that even if they don’t necessarily know Semrush, brands they do recognize make full use of their available tools.
Border Buddy is one of the smaller companies on this list, but it focuses on a specific niche and does it well. From businesses to individuals, it seeks to provide import services and information and has elected to make the homepage all about meeting that requirement.
Crucially, when people consider importing goods, possessions, or anything else, the first thought that comes to mind will often involve the cost. This website focuses firmly on that as it’s most likely to resonate with visitors, and they back it up with their Google reviews.
You don’t need to be a dancer or a fitness fanatic to have heard of the Zumba craze. It’s died down a bit recently in terms of mainstream attention, but it remains a hugely popular option for anyone that wants to keep fit. New members and instructors sign up every day, as reflected in the landing page for new teachers.
This page stands out in multiple ways, not least the fact that it fulfills the role of a separate portal for a specific audience. Of course, not everyone with interest in Zumba wants to become a teacher, but those that do can look at the page and rest assured that they’ll receive all the support they need to succeed.
The page encourages instant signups, places promos and special offers prominently, and explains the process. In short, once someone has spent time on the page, they’ll probably be even more enthusiastic about the idea of becoming an instructor than they were before.
Building Your WordPress Landing Page
So, now you know why you need a landing page, and you’ve got a great idea of how that page should ultimately look. The next step is to decide what you want to achieve and build the perfect landing page for your WordPress website.
Fortunately, the nature of WordPress and its popular themes and page builders ensures that creating a high-converting landing page doesn’t have to be complicated. It’s possible to build a stunning dedicated page with all the page builders and themes available here at wesharewp, including Elementor Pro, Blocksy, and Astra Pro (that’s why we included them all as part of our Smart Starter Bundle).
If you’re using Elementor, just navigate to the sidebar inside WordPress and click on “Landing Pages”. From there you can add a new page, use their templates and get started – yes, it’s really that simple.
However, to do things differently, let’s focus on Beaver Builder for this specific example.
The basic version is free and provides some of the most powerful drag and drop page building functionality around. More importantly, it works with any theme, not just the one bundled with the plugin. That means whether you use Astra, Divi, or any other theme that catches the eye, your landing pages will work.
We recently wrote how page builders could tie you into a theme, but there are no concerns here. Of course, it doesn’t hurt that Beaver Builder also ranks among the best landing page builders according to prominent WordPress resources.
Step 1: Create a Page
A new Beaver Builder page starts like any other. Simply head to Page > Add New, and you’ll see the option to launch Beaver Builder as your editor of choice. In addition, you’ll notice that it doesn’t conflict with Elementor, so you can take your pick of the available tools to design whatever works best.
Step 2: Drag the Modules You Want Into Position
Once Beaver Builder is up and running, you’ll find you have immediate access to all the most important modules to make your landing page work. From snappy headlines to pictures, videos, and call-to-action buttons, you can quickly ensure your landing page works for you.
Step 3: Customize Your Modules
While there are multiple sources of inspiration, your landing page has to work for you. Design with your audience in mind – not Netflix’s or Zumba’s. Think about what makes your products and services special. Also, consider the traffic source – ad traffic is likely to convert more on whatever the ad mentions than other products, while search queries need to take people directly to the products and services they’re looking for.
With a few tweaks, you’ll have a landing page to be proud of.
Beaver Builder Pro
Beaver Builder is a fantastic tool for landing pages, and the fact that it works across themes makes it an attractive proposition. However, many of the most crucial landing page features, like testimonials, calls to action, and countdowns, are reserved for Beaver Builder Pro.
That’s where we can help. We provide the Ultimate Addons functionality of Beaver Builder at a fraction of the standard cost and even install it on your behalf. Choose from a one-time purchase option or a subscription, and unlock the full potential of your landing page builder!
And of course, if you are more a fan of using Elementor, then make use of our Elementor Pro offer!