While brand websites attract the lion’s share of marketing budgets, the great, largely hidden, power of selling on the web is driven by landing pages.

How do landing pages work?

I prefer to create landing pages with a single job in mind – to help the web visitor take the next step in the buyer’s journey. That may mean:

  • I want to change our relationship so that I know who you are – a name, email address or Twitter handle will do
  • I want to help you choose my product or service – provide some useful content such as a comparison guide
  • I want you to order – you’re ready to buy and my landing page will make that easy.

This means that my landing pages will do away with unnecessary distraction. There will be:

  • Only a single call to action
  • No menus or links that will take you away
  • Laser sharp focus on delivering you value.

There are plenty of great online tools that help you quickly create landing pages, but my favourite is Instapage. And while it is a little clunky, it integrates seamlessly into WordPress (there’s a plugin), allows for A/B testing, includes analytics (plus Google Analytics) and starts at an affordable $30 / month. Oh, and you can work with existing templates to create a launch your landing page in as little as 3 minutes.

Ok, you may want to spend a bit longer on your masterpiece, but you can do it with a drag’n’drop interface – and you don’t need technical skill.

Still need more tips? Check out the infographic from Copyblogger that provides 26 tips to help improve your landing pages.

The ABCs of Landing Pages That Work [Infographic]

Like this infographic? Get landing page advice that works from Copyblogger.