When you’re nurturing someone already on your list, you have a lot more time to work with them. You can send multiple emails to guide them along a journey, share other pieces of content like videos and blog posts to share your knowledge, and pitch them your services and projects.
However when you’re nurturing a prospective lead, you only have about 8 seconds to capture someone’s attention. So you need to share your key points clearly and make it really easy for them to give you their email address. And the best way to get that done is with a tool built to do exactly this … a landing page.
Landing pages are web pages super focused on getting a user to complete an action.
They don’t have bells and whistles typical of web pages like navigations of sidebars. They completely focus in on the call to action (CTA).
And they are the best vehicle to use to get your audience to sign-up for an opt-in. Yes, you can use pop-ups, alert bars, or place them in sidebars or your page footer. But giving your reader the opportunity to focus in on the free opportunity you’re providing them is really priceless when it comes to converting them to customer!
Landing Page Rule #1 → Keep it Super Simple
You don’t have a ton of time to show the value in your freebie (about 7 seconds to first catch their attention) so make it easy on your audience by not giving them a lot to focus on.
This landing page has a few key components:
- A headline that speaks directly to a problem,
- A solution the opt-in provides,
- An image,
- Supporting information that proves I understand (and help tackle) the problem,
- And a way to sign-up for the opt-in.
And that’s it! The goal is to keep the key information above the fold (aka what a lead would see when they first open the landing page) and be really clear about what the problem you’re solving.
Landing Page Rule #2 → Use a Different Landing Page for Every Audience you’re Specifically Targeting
The key to growing your list is getting your opt-in front of more eyes. And by that I don’t just mean sharing on multiple social media channels or maybe running ads to them (well, these things are a part of a solid strategy) but also speaking at virtual summits, on podcasts, guest posting, etc.
But that doesn’t mean that you should just grab one link and share it everywhere. For everyone of your speaking engagements/collaborations/etc. I suggest taking the time to a) personalize each landing page and b) make it easier on your analytics so you can see at a glance which opportunity had more ROI.
Here’s a sample of the landing pages I use in my landing page building tool LeadPages.
And the best part, I didn’t have to create 6 different landing pages from scratch! I created the first one and with each new engagement I cloned and tweaked the page language. All in, it takes about 10 minutes to clone a page, tweak the language to speak directly to the pain of that particular audience, publish it to my website, and clone the accompanying email sequence.
Example of 2 landing pages for my Welcome Sequence Map opt-in. Landing Page #1 on the left was used for an audience that was transitioning from 1:1 services to education while Landing Page #2 was for an audience that consistently creates video content and wants to know how to repurpose that into a meaningful email list.
With this 10 minutes it takes me to create each landing page and accompanying workflow, I can now see at a glance which audiences I was more aligned with and which ones I connected with less. It could mean that the copy was off or the offer wasn’t a good fit OR it could mean that they just aren’t my people. And I can use this information when I decide what opportunities I take next.
If it helps, average open rates are typically much lower. Unbounce reports average business service conversion rates as 3.5%. InstaPage cites that the top 25% of landing pages have conversion rates of over 5.31% and the top 10% have conversion rates over 11.45%.
Soooo, maybe this strategy works?
Landing Page Rule #3 → Offer a Limited Time Tripwire
This last rule is to build a bridge towards the email strategy. Offer a tripwire (aka a low cost offer) in order to start repelling and attracting your ideal clients.
This offer should be designed to encourage fast action. Examples of tripwires include:
- Buy this low-cost digital product in the next 20 minutes and get 50% off,
- Join my course and get $200 off a one-time payment in the next 3 days,
- Or get exclusive access to my course that is closed for enrollment to everyone else for the next 3 days.
People who buy your tripwire are your raving fans. They’ll buy again from you (assuming they love your offer) and tell other people about your products!
To recap, to get the most out of your opt-in you should …
- Keep your landing page outline and copy super simple.
- Use a different landing page for every audience you’re specifically targeting and tailor each page to them.
- Offer a tripwire to start converting your leads to clients and customers on day 1.
If you’re not already using landing pages, start incorporating them into your workflows and take note of what happens to your conversion numbers. Higher conversion numbers mean more people for you to nurture (and convert to customers) in the long run.
Tell me, below if you are already using landing pages to deliver your opt-in now (or will you consider it in the future).