Written by James Scherer
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How to Create Landing Pages for 5 Key Business Objectives

Creating landing pages is a way for your business to get off its ass with online marketing.

Think of it as if you owned a shoe store. Someone comes in and starts wandering the shelves. What do you do? Do you hope they find what they're looking for or do you go out and help them make a buying decision?

It's a no-brainer.

But so frequently I see online marketing campaigns where the business pays all this money to get the visitor in the door and then stands back by the register, watching and doing nothing.

A landing page (with well-executed website popups and an optimized email marketing strategy is how you stand up and make the sale.

This article will break down five different landing page objectives and showcase some landing page templates which turns visitors into prospective customers quickly and easily.




Create a Landing Page to Encourage a Free Trial


If your business runs on a trial system (as many software and app companies do), you need a landing page to encourage people to take that action.

Again, this is a landing page, so this is a page dedicated to the single goal: driving people to fill their information and sign up for a free trial.

This is a page people visit from a Google Ad advertising your free trial. It's also the page people visit from the button on your blog or homepage which says "Start a Free Trial today."

Here's a free trial landing page template:



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Rather than a have a full lead form within this page, I've added a simple click popup. So when someone clicks the "Start a 14-day Free Trial" button, this pops up:



create landing pages

To optimize this page I've also added an exit popup. This will appear when a landing page visitor shows "exit intent" - meaning it will appear as soon as their cursor scrolls over the top pixel of the page:



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Notice this is for a lesser "Ask." By showing exit intent they've said no to the free trial, but that doesn't mean you have to give up on them completely. Ask for a subscription or prompt them to download an ebook/attend your next webinar.

Really Cool Top Tip:

Okay, this is one of the coolest ways to personalize your next landing page. Personalization of landing pages has shown to increase conversion rate by 26%, and is not as hard to implement as you might think.

In your headline, just put {{url.city}} if you want to fill that space with a city name. Then, when you create localized advertising campaigns, add /?city=San-Diego to the end of your San Diego ad campaign - so the url might look like "http://www.SourceApp.com/freetrial/?city=San-Diego"

And, before I publish my page, it looks like this in the editor:



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That gives you the final landing page you see above, but personalized for people coming from a San Diego-based ad campaign.


Create a Landing Page for Visitors to Book a Demo


A one-on-one conversation with you or your sales team is the most effective way to convert a lead or prospective customer. It allows you to personalize, introduce yourself and your personality, show exactly what they want to see how they want to see it.

But you need them to book that demo first.

Here's an example of a simple demo booking landing page:



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And, as I did above, it's likely better to trigger a click popup for people to book their demo rather than embedding it within the landing page or sending people to a new page (particularly when, often, picking a "time to talk" requires a large area of a page). Here's what clicking on the "Book a Demo Today" button would trigger:



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You want to keep your landing pages simple and as clean as possible. Embedding any scheduling element or iframe into your page straight up could intimidate visitors. If you embed it it in a click popup instead, each step (choosing to book a demo and then doing so) is separate and clean.


Create a Landing Page for Visitors to Download Email-Gated Content


For many companies, including ours, someone downloading email-gated content is our first true "touchpoint." It's when a visitor becomes a lead - a prospective customer becomes someone you can email any time.

You have a couple options when encouraging blog readers or website visitors to submit their lead information in exchange for a comprehensive resource: add a popup or create a landing page.

When we trialled both, we found that click popups (from blog) drove 40% more leads than sending people from an article to a different landing page. But test it for yourself!

Here's an example of one of our landing pages for our ebook on Instagram:



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Both landing pages and popups can be created with Wishpond's lead-gen tools.


Create a Landing Page for a Webinar


Studies have shown that between 20% and 40% of webinar attendees turned into qualified leads, and that's awesome. Except that you spend all this money and energy promoting your webinar, but only 40 – 50% of registrants actually attend.

So how can you boost both the registration rate, attendance rate and rate at which registrants become customers?

Step 1: Optimize your webinar landing page with a countdown timer, focus on the speaker and bullet-pointed "what we'll cover" section.

Step 2: Before your webinar, send out a couple reminder emails to registrants and encourage them to "stick around to learn the secret to ____" - be sure that secret is towards the end of the webinar.

Step 3: Create an automated email drip campaign to follow-up after the webinar is over.

Here's what one of our webinar landing pages looks like:



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For examples of webinar landing pages, check out learnlandingpages.com. For examples of how businesses like yours have used email to convert webinar registrants and attendees into customers, check out emaildripcampaigns.com


Create a Landing Page for an Appointment or Reservation


Every business type, from auto shop to multi-national bank, can find a use for landing pages.

Hotels, restaurants, clubs, bars, spas and massage parlors can all increase their customer base with an appointment or reservation landing page.

Just add a button on your homepage to a specific page of your site and embed a Wishpond landing page like the one below.

Alternatively, run a Google Ad campaign encouraging people searching for "dinner place in my area" to click and make a reservation on your site. An optimized landing page can be the difference between you having a full schedule or vacant tables this evening.



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Wrapping it Up


Hopefully this article has given you a few examples of marketing campaigns and landing pages you can take to the bank.

The thing with landing pages is that they're actually simpler than anything you're currently doing. So long as they look professional (or use a professional template, like Wishpond offers), all you really need is a headline and call-to-action.

If you have any questions about how your business can use landing pages, don't' hesitate to reach out in the comment section below!

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Written by James Scherer

James Scherer is the content editor at Wishpond. When he's not writing or designing for Wishpond he's risking his life biking around the city. Reach out to him on Twitter @JDScherer.