The Anatomy of Successful Landing Pages
What’s the difference between a landing page and a website? The main difference between the two is that while your digital headquarters is the ultimate hub of your business, landing pages focus on selling or promoting one specific offer.
Whether you’re still in the process of preparing to launch your business or you’re a few years into your fashion venture, landing pages are a great way to validate your business ideas. Plus, you’ll get the added benefit of adding people to your email list who are interested in your brand.
There are some major benefits to utilizing landing pages like gauging interest in your offerings, but you'll also have access to subscriber analytics and having immediate access to their inbox. So if you’re unsure if a landing page might be a good option for you, consider what your goal would be:
Simply building your email list with a relevant email opt-in before you launch so you’ll have a better idea of how many people are interested in your offerings
Organizing a pre-sale campaign for your next collection before sending the final quantity amount to your manufacturer
Getting feedback from your audience about new types of content you’re experimenting with
So how do you create a landing page?
This is where your email marketing platform comes in handy. Experiment with a few different ones to determine which one works best for your marketing goals. Each email platform will have its own steps of setting up a landing page, but here are the elements that should definitely be present.
Logo
Your company logo should be prominently displayed at the top of your page to ensure subscribers know exactly who’s in control of the offering.
Title and Description of Offer
Be clear and concise with this information. Too much text can drive people away. Also, in regards to the voice of the copy, write as if you’re speaking to a friend who’s interested in learning about your offer.
Signup Form
Keep this section short as well. Ask for only what’s needed (name and email address). The signup form should be one of the first things people see on your page so make sure it’s “above the fold” meaning the top-most section of the page.
Relevant Images and Videos
Include high-resolution photos and videos of your offering to give your audience more details.
Testimonials / Customer Reviews
Highlight your best reviews on this offering and make sure to credit the people who submitted the reviews. If you don’t currently have reviews, you can add this section later.
Social Links
Include links to your most engaging social media channels so people can keep up with your business. This is also beneficial just in case people aren’t ready to subscribe, but they’d like to take more time to see if your offering is right for them.
Calls-To-Action
Include calls-to-action (or CTAs) in each section of your landing page. These include buttons that link the subscriber directly to the offer. Try out different phrases that speak to your audience like “Sign Me Up”, I’m In” or “Let’s Do This”.
Bonus Element: Countdown Widget
Add a countdown widget o your landing page to create a sense of urgency or simply remind your audience that your offer is only available for a limited time.
Promote your landing page
After your landing page is set up, share it with your audience. You can do this by…
creating a website pop-up form
including a link to access the page in future emails and social media posts
writing blog posts related to the offer with links to your landing page
filming videos that share more information about your offer and encourage your audience to sign up
Comment Below
Share a link to a landing page you’ve created for your brand. You might just get a few new subscribers out of it.
