How to Create a Product Landing Page that Converts Browsers into Buyers
If you're an inventor or someone with a product idea, understanding landing pages and knowing how to create a strong one that converts visitors into customers can mean the difference between success and failure with your product.
Landing pages are a very important part of successfully bringing any product to market. As you may know by now, I'm a big proponent of the importance of marketing when it comes to finding success with your product. And a product landing page is one of the very best ways to begin your marketing efforts, even before your product is available for sale. A solid landing page can play a vital role in building a strong, targeted email list for future sales and marketing purposes. And as we all know, a strong email list is like GOLD!
But what is a Product Landing Page? Simply put, it's a stand-alone page that's used as a location to send traffic to from various other online places such as social media platforms, newsletters, ads or blog posts. It's a great way to build brand awareness, to educate potential customers about the problem your product solves and most importantly, to begin building a relationship with visitors by offering something valuable in exchange for their contact information. And if that value proposition is strong, you have a good chance of eventually converting those visitors into loyal customers.
What’s the difference between a landing page and a website? A website is typically very all-encompassing in terms of your product and your brand. It’s a place where you’ll share everything there is to know about your brand, your company, your product and how exactly to purchase it. There are usually multiple tabs and it includes ALL the products and offerings that are available as well as a shopping cart for purchasing. It’s a place where visitors can spend a great deal of time browsing and learning about what you and/or your product does and what your various offerings are. For that reason, websites are something you should be very thoughtful in designing and hence they can take quite a bit of time and resources to create. Website example below.
A landing page, on the other hand, is much quicker and easier to create and tends to be very focused in nature. It’s usually created with a very specific goal or purpose in mind—typically to generate leads or to sell a product. Visitors can come across landing pages in a variety of ways—after clicking on a paid ad, through a link in an email newsletter, by clicking on a social media post, or by clicking on a search result.
Think of your product landing page as a virtual elevator pitch for your product. It’s simple and to the point and should always include a call to action. A good landing page will contain everything a visitor needs to know in order to make a decision about whether to follow through on your call to action. With that said, it's crucial that your landing page is done right, as it's giving visitors their very first introduction to your product and/or brand. In only a few moments, those visitors will either be interested enough to give you their name and email address, or they will leave without a second thought. Landing page example below.
To help you have success in the building of your page(s), below I’ve outlined the five most critical elements to building a strong, high-converting landing page. In case it’s helpful, I’m also including some examples to inspire you to start building yours right away. I’ve also included more landing page examples at the bottom of this article.
By incorporating all these elements into your landing page(s), you'll be on your way to creating relationships with potential customers and building a very targeted email list that will serve you well when you're ready to go to market.
There are many programs out there to help you quickly and easily create great landing pages. As I always like to do, I've gone ahead and done some legwork for you and have tried out several of them. The one that I now personally use and that I find to be the simplest to navigate, while also putting out the most impressive landing pages is called ConvertKit. They have a few different options available--two of which I recommend if you're just starting out.
The FREE version gives you unlimited landing pages and email broadcasts for up to 1000 subscribers. I personally use the CREATOR version as it’s only $9 per month and it gives me the unlimited landing pages but it also comes with the added benefit of being able to migrate my existing subscribers from my other platforms and has a feature that automates funnels and sequences, which I HIGHLY recommend as it makes things SO much faster and easier! I also really like the priority support you get as a Creator. If you’re not sure which is right for you, just start with the Free version and you can always upgrade later.
If you find that you need help getting started with ConvertKit, please email me at [email protected], as I would be happy to send you a guide that will walk you through building your first landing page, step-by-step.