How to Create a Highly Successful Landing Page That Gets Leads And Sales.

I have tested a number of landing pages for different niche topics I though could be successful and I have noticed that usually, the ones which have the greatest success (I’m talking 15% or higher conversions) have a few things present which I will reveal. I’m going to show you exactly how I create these sites and more importantly, how I market them. 

But first, what is a landing page and what is it used for?

It’s basically any type of site where people go on (aka land on) if they click on a link. In other words, if you:

Clicked on a link through an ad, a site, a social media post you saw, an email or a search result you got from a search engine…

Then the site you will be taken to is called a landing page. In online marketing there are different classifications of these, the 3 most common being:

dds

And when it comes to how they are used, the usual answer is that it’s aim is to get people to buy something (sales), share something (blog post) or sign up for something (Squeeze) which typically is the most common association.

Here’s the real value of a landing page (why it’s not that important):

In my experience, I find that people, particularly beginners put far too much attention on a landing page and how they look, focusing only on it’s conversions (or potential conversions) vs the more important thing which is:

A landing page is simply part of a whole sales funnel and if I were to put a percentage of importance on it, I’d say it’s about 5% important and the rest divided into things like:

What are you doing to get traffic? Things like SEO and PPC are great for this and I’m going to show you how I use both options for this topic. 

And more specifically, are you using the right and relevant traffic methods? Other than SEO, PPC and already having a great email list, I do not believe there is anything else that can be classified as “the right method” for driving quality traffic because in my experience, nothing is more relevant or more profitable than those 3 options and they generally lead to the best results.

If your sales funnel doing those 2 things right, consider yourself having 95% of the sales funnel down, then the rest is to follow the directions I am going to put below:

im

And to quickly re-iterate on the beginner note I just mentioned, a lot of them generally make a major mistake in over rating the importance of a landing page. Sometimes they’ll make them themselves, and sometimes they’ll get them from a company that they want to promote (typically MLMs do this) or they’ll buy it from a program which says they have high conversions for their sites.

But in reality if you don’t have the other pieces down (traffic, a good sales funnel, ect…) your landing page is frankly speaking…worthless

So if you are the type who is searching for the “best converting ones” and even worse are ready to spend MONEY on them, do not do this! You can easily make these sites yourself and based on the example I will post below (a very bad looking, but high converting example), you’re going to see that you don’t need to make them look that good!

Think of it like this: A landing page is basically a small chapter in a long book…im2

You obviously can’t get the full experience of a book by reading just 1 chapter right? Well in the same way, you can’t get the full potential of a sales funnel out by just focusing on 1 tiny landing page.

While it can certainly play a major role in making you money, I cannot talk about how to improve it without stressing just how important it is you look at the whole picture and not over focus too much on just that one little thing.

Note: Every single example below is based of the strategy to help you create great converting landing pages. So the way I am going to explain that is in complete context to the 3 ways they are used (Squeeze, sales and blogs sites).

Note 2: I also want to put this into perspective so I will be applying actual examples of how I used these tips for my sites.

Improving your blog posts:34

In this sub topic of landing pages, we’re covering SEO because typically blog posts are meant to be written to be ranked on search engines and accumulate visitors from that. So when they do visit your site, they’re going to visiting those blog posts.

Nearly every blog post you write is going to be a landing page (people are going to go there) and from there it’s your job to LEAD them to a sales or an opt-in area on the site so if you have great blog posts that are getting attention, comments, shares and clicks to where you want the traffic to go, you can consider that to be a great landing page.

The question is how do you do that? 

If you’re doing SEO, do what I consider to be the best proven formula for SEO: This article explains that. As long as you follow the outline there, your blog posts are going to have great engagement and be considered awesome landing pages. 

Then if you do follow that outline but still have problems, read this article on specifically improving their stats.

Improving your squeeze (opt-in) funnel:

If you already have a great blog, you can experiment with monetizing it by gathering leads. In this sub topic, we’re35 going to shift to lead generation, specifically how to make to make a great squeeze site to make this happen.

Note: If you have an SEO focused website, you should already be linking most if not all your articles at least once to this opt in area with the goal to get as many leads as possible. 

Note 2: The example here only focuses on 1 site I made and that I funneled traffic to through PPC, not SEO. Don’t worry about how I got the traffic there, worry about the opt-ins I got for the traffic which went to the site, because that is the focus of this example…

Anyway…the measure of a good squeeze website is how many people sign up on it vs the amount of traffic that comes there. So if was 1,000 visitors that got there through SEO or 1,000 visitors that got there through PPC, in the end, the mark of a good squeeze funnel/site is how many people out of those numbers signed up…

I find the best converting opt-in sites are the ones which focus mainly on:

  • Having a short description of what the person is signing up for. Typically let them know in bullet points or any kind of CTA wording that they are getting incredible value if they “just” sign up. 
  • Adding to that point above, it’s important to target keywords with people who have immediate problems or serious concerns and to make it VERY clear that you have the answers. In my example below, you’re going to see that there was a specific problem that I was saying I could help people with. Making it clear you have a solution (a free solution in many cases) makes it much more likely for people to sign up.
  • Obviously on the back end, you better deliver on the promises you make, otherwise the sales funnel isn’t going to last very long. You may get opt-ins on the front end, but on the back end, having them stay and buy from you, it’s a matter of keeping the trust which means you need to deliver. I won’t get too deep into maintaining subscribers because that is a whole other topic, but be sure to back up what your site says. 
  • In many niche topics, such as weight loss and making money online, it helps to provide a quick intro about yourself. If you’ve made money, show an image where you’re holding up a check. If you lost weight on a diet, show a before and after picture. These images can greatly raise the site’s trust value and improve sign ups. 
  • On the actual form where you ask people to sign up. I don’t really experiment with any other autoresponder other than Aweber

Here is an example of a recent site I made to test this…

Basically I was targeting a niche revolving around helping people with knee problems. My goal was to test it out by just making 1 site, providing a personal PDF I wrote up with Amazon links.

The site took me less than an hour to make. I used Siterubix to create it initially, then did a few edits on it to make what you see now. Basically it just involved clearing the default theme I used of any distractions (default menus, widgets, unnecessary menus, ect…) and basically making it look as blank as possible, then adding the necessary content and opt-in form, a simple task to do on most WordPress themes.

Check out what it looks like and how I used the above bullet points in regards to it:

optinexample

Ugly site right? But check this out:

ls3

What we have here is a PPC campaign which got 148 clicks and 25 subscribers in the process. Given the math, that’s a 16% conversion rate, for an ugly site I barely even tried to set up.

I could have done a lot with this topic:

  • I could have continued to get traffic and a good flow of signups and kept testing which products I could sell to profit.
  • I could have gone deeper, focused on SEO and made a niche site on this knowing that the traffic was there. Eventually the traffic from the SEO would be much greater than that of the PPC example and it would be free so I would have had a much higher profit margin.

Given that I made a “great” simple site with the tips I provided, all this was a possibility… 

But unfortunately I just couldn’t spend more time on this. I was only looking to see what the traffic potential behind it was and there was definitely a lot. But the point here is the site was very ugly. However, because:

It was getting traffic via PPC the RIGHT way and getting the right visitors, it was very easy to get them to sign up. If you follow those same bullet points and steps, you can easily set up similar squeeze sites like this (without having to buy any nonsense opt in sites like I said beginners make the mistake of doing!).

Note: You can also create sites for free. Remember, I said I used Siterubix (free). It made no sense for me to buy a new domain each time I wanted to test a new PPC campaign out so with the ones that proved to be promising like this one, I could have then gone back and made a much more thorough site, whereas with the ones which didn’t work well, it would cost me nothing. 

Note 2: Now in this example, I used ONLY PPC, which you can too, but only go that far if you have a solid base first. In my example, if I didn’t have any money, I would do SEO first instead of risking it with PPC, write a bunch of high ranking blog posts on knee topics (all great landing pages too, remember?) and link them all back to that same opt in example above. In that case, it would also be considered a very good example. 

Also here is an update to this particular landing page and how I actually RAISES the sign up rates.

The sales site! 

Alright so the last kind is the sales one. It is the one where you try to convince people to buy things through your affiliate link (or you’re selling a product of your own). How do you actually do that?

Well, I also wrote about this too and you need to read that. If you add the things I recommend in that article to your sales funnel, you are going to make a lot more money than you currently are. 

Stop! One more major point you need to read…

Notice that in the above sequence of me explaining landing pages and the different kinds there are, as well as offering examples on making them great, that I started from blog posts and specifically linked you to an article about SEO. Why?

Because like I said before, the landing PAGE (singular) is worthless if you don’t get traffic to it.

SEO traffic if done right is the BEST traffic in my experience and therefore anyone who decides to make a website with the goal to sell something on it should not focus on making 1 landing page that sells great product/service review, they should focus on making tons and tons of great landing pages that link back to the great product/service review. 

Then I moved into a more advanced strategy (PPC) and explained how I can also use that, but in that case, I had 1 little site set up, however, if I didn’t know how to do PPC, again, that site I made would also be worthless.

And finally in the last example about sales, it really ties into the previous 2 examples because without any traffic, there is no need to worry it.

My final thoughts:

Most tutorials on landing pages really neglect the BIG picture I talked about in this article (and the articles I linked to which also stress that importance) and it’s a big reason why so many people are still lost on this concept.

In fact, I still see many people go around and ask me extremely basic questions on how to make a better landing page or where to find some to copy and paste. Given what you already learned by reading this, do you think I can actually give them a simple answer? 

Absolutely not! Sure I can refer them to JUST those tips I listed, but then they still just have a few pieces of a much bigger picture that’s missing and without that big picture, they’re never going to succeed. 

And you can see that big picture in this article in that proportionally, there is WAY more information on it about how to make the big picture work vs just focusing on that landing page which is the way it should be. 

Important note:

If you put in the effort and work on that big picture (SEO mainly…) and then get good results from it, then afterwards you can begin to put the exact steps I listed in this article to use on improving the actual conversions of your affiliate/opt in areas.

Whatever happens from there is not a big deal because even if your site doesn’t convert well, you can always and I mean always test out new converting strategies. At the very least the traffic is already going to be there! And I promise you the tips (and resources) I added here are going to really help when you get to that point.

ll5

Now a special note to the experts who “get it” about that big picture:

The only people who should ever focus on landing pages are those who:

Already have a lot of traffic coming in through SEO or have great PPC campaigns set up or have email lists that they can send to squeeze sites (like in the knee example I used) to test out new sales funnels.

Basically those who already have a good online business going and understand that big picture. In that case, the BEST tip in this article I can give you is in the example I used for opt-ins where I had a 16% conversion which was based on a FIRST draft attempt I barely put much effort into!

Imagine what would happen if I put more effort into the site and promoted better products? This campaign could have easily been making money and frankly, I am still debating on retrying it when I have a little bit more time available! 

But absent that, you should not be in the business of only making 1 landing page and putting all your hopes on it, you should instead be starting from SEO and driving traffic to the site before worrying about how to make a good landing page…

23 thoughts on “How to Create a Highly Successful Landing Page That Gets Leads And Sales.”

  1. Very helpful post! I agree that your landing page does nothing if you do not get people to it. I am some what new to this area and I find myself trying to become good at the SEO portion, do you think I should just stay my course or should I attempt to go down the path of PPC?

    Reply
    • Do not do PPC until you understand SEO and how sales are made Brendon, once you do, you can move into the PPC world, that is my advice.

      Reply
  2. Great article, thanks! I’m very new to the online marketing community, and will certainly put as much of this to good use as I can. I’m particularly interested in the SEO aspect of site content. The low hanging fruit idea, both in keywords and content, seems to be part of the puzzle that has the most potential for drawing traffic, and so I’m currently focused on creating content with that in mind. Would you have any other suggestions?

    Reply
    • Low hanging fruit is more related towards keywords than content Bobby, it’s the content you produce as a result of finding that low hanging fruit that you can then leverage to improve your site’s SEO. If there is any other advice I can give it would be to join Wealthy Affiliate and learn their SEO methods, because whatever I teach on this site is reflected from there.

      Reply
  3. You’ve covered a lot of good key ideas in your article here and I agree, concentrating on just getting your landing page right and forgetting other vital points like SEO or PPC isn’t a good idea. The key idea is making it easy and accessible to those who want to hear what you have to say.

    Reply
    • Bam, the last point is spot on Nate, you will absolutely become an authority to your readers eventually if you write well enough and that will make them want to hear what you have to say.

      For landing pages and new people who pop on it, it is important to make it clear why they should believe you by posting experiences and backing up your points, this will greatly help.

      Reply
  4. I must say this article was a real eye opener for me. I really liked the approach of making all the pages/posts in the blog great landing pages.

    I can see the logic in doing that. What is the difference between SEO and PPC? Do we have to pay for PPC?

    I really liked the visuals on the sales funnel, it made it less conceptual and more of a visual thing for me as I learn from being very visually stimulated.

    Thanks for the tips and guidance it was really helpful.

    Reply
  5. Nice Article on the importance of Landing Pages, I agree with you, people put far too much importance on the front page itself. I personally love basics and ease of use.

    After that, you need to focus on Quality content. MLM’s are big on promoting landing pages, but if no one shows up, what good is it?

    Reply
    • Well you’re right about MLMs, but specifically they tend to promote squeeze pages to their sales people and then when people sign up, they are in the system of the person who sent them to the squeeze page, but unfortunately, those types of funnels are one way tickets to pyramid schemes.

      Personally, if i use a landing page to collect an email list or promote something right there, I’d rather not promote an MLM and instead a good service or great product. I just don’t like MLMs at all Nate.

      Reply
  6. Hi Vitaliy,

    Landing pages are just the tip of the iceberg (5%) and the solid unseen work beneath the surface is the SEO which represents 50-60% of the importance of a good quality site.

    I don’t particularly have any landing pages build, perhaps something that I am missing out on! I do have an opt in for on the side bar and a drop down opt-in form.

    With my articles (informative one’s) I direct visitors to product reviews. You are suggesting I direct them to a landing page. What is the advantage (other than more sign ups) Vs directing traffic to a review page where sales can occur?

    It appears to me that you participate a lot in email marketing, What constitutes a good email and follow up series and how do you write them?

    Reply
    • Hi Derek, I think you may have missed my point. I think you’re associating landing pages with only squeeze pages which is simply not the case. Product review pages from which you link out to affiliate promotions are also considered landing pages.

      The advantage of email collecting through a squeeze page is that you don’t lose out on visitors and may have them come back to your site or re-buy something else you promote in the future. The advantage of regular affiliate marketing landing pages is that you can make a better sale right off the bat.

      The one which you should use depends entirely on the niche site you’re building and a matter of testing which option provides you with the best rewards. For example:

      All your product reviews and informative posts can link to a single page where you promote a main product. If that makes you an X amount of money, try scaling by adding more product reviews and content to see where the profits go.

      Then you can test all your posts/pages linking back to a single squeeze page, collecting an email list and then promoting things to your list, and seeing if that provides a better profit.

      Again, it depends on the niche business you have and only a test of which of the above 2 versions I mentioned will determine which is better for your site.

      Finally, I want to mention that I do NOT do a lot of email marketing. I used to have a big list at one point I ran to the ground due to laziness, but for now, i mainly stick to affiliate marketing.

      Reply
  7. I don’t have a landing page but this post made me think about what I should use as my static page. Right now it defaults to my About Us page. Should I default to my latest blog post? I have placed an opt-in form on every page, so I wonder if defaulting to actual blog posts would increase the likelihood of gaining interest and subscribers? I would appreciate some feedback on that if possible. Thank you

    Reply
    • If you have ANY page traffic comes to, you have a landing page. It may not be traditional, but it’s still counted as one. I would make your home page a blog roll and instead of putting in an opt in form everywhere, put it as a widget. It’ll really make things much easier to manage.

      Reply
  8. I have set up many landing pages and I have found that the ones that are easier to navigate have done the best. I started a new site a few weeks ago and I have been doing a blog post a day, but I worry that is too much. Do you think less is better?

    Reply
    • I don’t think I understand completely, if you are making a niche site and posting a blog once a week, then you should actually be posting more often Guy.

      I guess it all depends on which method (SEO or PPC) you’re using. For PPC, the more you target towards a specific landing page (just 1), the better.

      In SEO, if you have multiple landing pages, you should already be aiming to have the most relevant traffic visit those specific pages. The only thing that won’t make sense is to target the same audience across different posts because then you dilute the relevancy…

      Reply
  9. Do you have any tools that you use to create landing pages?

    I used to run quite a few bing ads too and I used one of the generic WYSIWYG editors to set up the initial page. It works, but it takes quite a bit of time to make a functional one.

    Even though a landing page is just the first part of the sales funnel, I think it’s important to make it user-friendly and easy to navigate.

    Reply
    • I used to use different kinds of editors, but really a plain site that’s easy to view, sign up on and hits the visitor right away with the right, relevant content is what works best for me Edward which is why I always set up a plain WordPress page when I’m testing landing pages.

      Reply
  10. Great post with some really interesting points, if you are just using just blog posts to draw people into your website, is there a number you should be writing per week?

    I understand the importance of working on SEO but can you really use PPC on just blog posts to get the required traffic and conversions. Also what length of PPC ads would you recommend in terms of value for money and conversions

    Reply
    • Hi Emma, regarding the blog question, anything from 1 blog per week to writing one everyday is the range I would look at. Ideally, the latter posting frequency is going to give you better and faster SEO results.

      Now as for the PPC ad length question, I think what you’re asking is how many ads do you need to run for it to make good money. If that is the case then the answer varies.

      I have had experiences where just 1 ad was able to provide incredible profits but I was fortunate in that I found a product that was getting a ton of attention (here is what happened).

      BUT that result was very rare and in most cases, I believe you should be doing PPC ads ONLY for products you’re promoting because they tend to get the best/most conversions since they involve people who are probably buyers.

      So however many product reviews your site currently has, start setting up an ad for each and charging the smallest amount. Then see based on the traffic numbers and if you get conversions which ads was worth keeping.

      Reply
  11. Exactly right about the landing page. To me it is the book cover, it needs to draw in people to want to look at the website as a whole. Which means as you say, providing good content, having great squeeze, and of course getting traffic to it. Getting the traffic has probably been the hardest part for me. And that all boils down to Google and getting ranked higher. It appears to be a slow process, or maybe I am doing something wrong, or missing something.

    Reply
    • Your analogy of the book cover is fantastic! But based on the problem you’re having, the issue is SEO correct? If so, then you just need to follow the tutorials specifically in the SEO section of this article where I linked you to a strategy that will always get results.

      Reply
  12. I have made the grave mistake of spending money on landing pages. It was money wasted. I really wish I had known this earlier. Thanks for the in depth article. I agree without an audience your landing page is not worth much. You really paint the bigger picture here.
    I use Mailer Lite as my auto responder. They work great and especially for beginners who don’t want to spend money on this right away.

    Reply

Leave a Comment

*