But creating a landing page isn’t as simple as it sounds. There are a few important things and landing page best practices to take into consideration.
What is a Landing Page?
A landing page is exactly what it sounds like: a page your reader, follower, or prospect lands. It provides a significant amount of information regarding your product of service. It is a single page on your website that visitors “land on” when they click on a link you provide – whether via an ad or in your email signature.
They can be used within your funnel offers or stand-alone pages for your clients to stumble their way onto. Regardless, landing pages have proven to significantly increase conversions.
Although you want to put thought into your landing page, get fun with it! Remember that your clients, readers, and fans want to hear from you – especially if you are trying to get them to pay you.
How to Create a Landing Page
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A landing page draws a person to your coaching service. This can be on a third-party platform like LifeCoachHub, Coaching.com, or Thumbtack or via your website. We have created an in-depth article covering everything you need to create a great website, including a website design checklist.
Your landing page should include information about who you serve, what your typical client looks like, and the challenges they are facing. An excellent landing page will resonate with prospects in your target group if it “hits a nerve” by addressing these challenges. You can use a worksheet to identify your coaching niche in six steps for better clarity on who you serve and how you need to articulate your offers to the right buyer personas.
Show how your coaching addresses these points. Include a professional photograph of yourself, testimonials from those who you have successfully coached, and a call-to-action (CTA). CTAs tell your visitors what the next steps are, for example, prompts like “book now” or “schedule a free call.”
You can also embed CTAs like “book a free consultation” on your blog. This way, an article from you that resonates well with clients will provide a direct opportunity to get in touch with you.
You can build your landing page however you want to. You just want to make sure to include what your product is, who it helps, and why they need it. But, if you are feeling a little stuck, this may help.
The first thing you want to include on your landing page is a headline that says what your product is and how it will help the reader. Then, list a few examples of how your product can be used or how it can change the reader’s life.
After narrowing down your audience, it is safe to dive a little deeper into the benefits of your project. For example, use a bullet list to write out significant ways your product or service helps people.
About ¾ of the way through your landing page, you may want to consider introducing yourself to the audience. You can do this by adding a video introduction or an image with a few words about yourself, your vision and the area of expertise that you bring to coaching, and your coaching style. This will not only bring authenticity to your page, it will also build more trust with your potential customer.
Lastly, try to include a few specific points about who your product/service IS for and who it ISN’T for.
6 Things You Must Include
Let’s summarize what you’ll need on your landing page to ensure the highest conversions.
- You need to start with a great headline.
Instead of mentioning who you are or your product, write a headline that captivates the reader. You can use the popular Headline Analyzer (a.k.a. Headline Studio) from CoSchedule to create headlines that will attract viewers to continue reading.
- You need to include the benefits of your product.
Before mentioning what your product or service actually is, let the reader know how their life will change after getting it. How do you make a difference in their lives?
- You need to elaborate on your product.
Now that you have mentioned your product, remind your reader of the reasons that your product is so beneficial to them. Have you made clear what is included in your offer? Could a five-year-old understand it?
- You need to specify who your product is for.
Since your product won’t help everyone, let the reader know who you created it for. This is important because if you are vague or try to be everything to everyone, you’ll end up being no one to anyone. People like to feel understood.
The best way to do this is to understand their needs and articulate your offer to them in a way they feel understood and they feel is catering to their needs – using their language and addressing their unique pain points. To start, you can by creating a buyer persona (also called avatar) that represents a profile of your ideal target audience (buyer, market niche). We also have an article on how to identify your niche in six simple steps.
Investing into defining your buyer persona will help you to create a more targeted landing page that resonates with visitors.
- You need to specify who your product isn’t for.
Not only will this identify your true prospect, it will also help you build trust with your audience by not trying to sell to everyone.
6. You need to be well organized.
No one likes clutter. We like to find things, fast. Make sure your landing page allows visitors to quickly sense what you are about and make your page “scannable”. We have gotten into a habit of scanning or skimming websites to filter through the noise. We hardly read everything there is on a website. Instead, we scan through the headlines (including the subtitles and paragraph headlines) to get a gist of what the page is about. This helps us to determine – often within seconds – whether we are in the right place or prefer to move on.
Use distinctive headlines that are visually standing out from the rest of the text, but also give a clear indication of what question you are answering in the following paragraph. How-to headlines are like catnip.
Also, ensure that you use enough white space and provide images if you have a website with a lot of text. Those images should reflect the provided text and add to the explanation or reinforce the message.
Once all of this is included, your landing page is ready to launch!
To build a landing page faster, you can buy professionally designed landing page templates that you just need to modify by adding your content. You get supreme design work at a fraction of the cost of a web designer. Envato is a great marketplace to find templates for all kinds of projects.
Learn more in the book “How to start an online coaching business: A simple, hands-on guide” which is available in print and as a Kindle version on Amazon.