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What Is A Landing Page And How To Create One

When you decide to start investing time, effort, and possibly cash, into marketing your business, you’re going to hear the term: Landing Page. But you might be asking:

  1. What is a landing page

  2. Do I really need one for my business, and if I do…

  3. How do I make one?

Well, your good buddy, Kenz the Copywriter, is here to help. Let’s get right into it!

What Is A Landing Page?

A landing page is a place to welcome cold traffic (people who’ve usually never heard of your business before), and get them to sign up for something (usually your email list.) Landing pages can be both short and long-pending on what you’re trying to compel someone to do- but most commonly, they’re pretty quick to read because the “ask” to your visitor is low.

Spongebob Squarepants giving a thumbs up

Landing pages usually provide a free and valuable piece of content (referred to as a Lead Magnet or Freebie) in exchange for the visitor’s email address.

Are Landing Pages And Sales Pages The Same?

No, but it can be confusing. I know that when I first started out, I really struggled with understanding the difference between a landing page and a sales page. Reason being that I used to assume it had something to do with the word count lol.

In reality, landing pages and sales pages are used for two very different purposes, but work together in your funnel.

black and white title card reading "Cooperate: Work together"

The sales page is where you actually try and compel someone to make a purchase (hence the “sale” part). Usually, someone who is now a “warm lead” to make a purchase from you (thanks to your landing page: they know who you are, and see the value you provide via the Lead Magnet or the email newsletter you’ll be sending them regularly.)

Sales pages are usually long web pages full of copy covering everything the potential buyer needs/wants to know about your offer. A lot more time and copy are needed since you’re asking for actual financial investments from your lead.

here’s a quick key to help you remember:

  1. Landing Pages: Give something away for free in exchange for an email sign up (usually)

  2. Sales Pages: Sell a product or service that actually requires someone to invest money

Do I Need A Landing Page?

Every business can benefit from adding a landing page to their marketing effort because every business can benefit from a strong and healthy email list.

Now, strong and healthy =/= large. A strong and healthy subscriber list is full of people who enjoy your content and like to engage with it.

Jada Pickett Smith, on the set of "Red Table Talk", saying: "That was really nice"

But why does this matter?

As I said before, landing pages are usually “step two” in a funnel (step one being the way your visitor arrives on your landing page via FB ad, blog post, etc.) 

When your landing page works, you’ll start having people subscribe to your email list (which could be step three). You’ll then send them some emails to warm them up, build more trust, and establish yourself as someone who they can turn to for expertise on your particular subject.

That means you now have an entire list of folks who know, like, and trust you. So, when it’s time to launch a new product/service/course, or just sell your products to them in general… they’re MUCH MORE LIKELY to invest in your offers.

So, yes: if you like business growth, then you need a landing page for your business.

How To Create A Landing Page

Here are five steps to help you learn how to create a landing page, but I do recommend hiring professional copywriters and designers if this kind of stuff drives you crazy. After all, one of the most important aspects of running a business is doing what you’re best at and hiring specialists to take care of the tasks you’re not so good at.

Step 1: Pick A Platform

There are a TON of online platforms that let you build a landing page. I personally use my WordPress site + ConvertKit. ConvertKit also allows you to build really nice landing pages (very easily) within the ConvertKit site.

But there are plenty of other options to choose from (like MailChimp and QuickFunnels), so do some exploring to see which one fits best. The next steps can all be applied no matter what platform you choose.

Step 2: Create A Lead Magnet

A landing page is much more effective when you have something valuable to offer. Providing a FREE valuable piece of content/resource is a great way to compel someone to sign up through your landing page.

It also starts off your relationship with a new prospect in a really nice way. By giving them something (worth paying for) for free, you’ve recognized how important it is for someone to give away their email address to a stranger, and reciprocate the value. 

Michael Scott from "The Office", say "Respect" and then proceeding to mispel it.

There are… endless options for creating a lead magnet: checklists, ebooks, webinars, access to a library full of resources, etc, etc, etc- etc. The most important thing is to ensure what you’re giving away is high-quality and relevant to your desired audience. That doesn’t mean they’ll take up scads of time and effort to make- but you should put your best foot forward. This gift has the potential to earn you lots of revenue in the future… so treat it as an investment.

Step 3: Anatomy Of A Landing Page

Each and every landing page should be designed with your audience in mind. You need to research the struggles that your lead magnet can solve, and make sure the language you’re using speaks directly to the people you’re trying to help. 

For example, a group of doctors will have different lingo/slang compared to a group of lawyers- or surfers. Make sure you’re talking to them- but don’t pander. Respect their intelligence (again, this is when hiring a copywriter can be a big help.) 

Even more importantly, you need to be very clear and concise. Above all: ensure that your visitors know exactly where they are, how your lead magnet will help them, and what you want them to do next.

Here’s a pretty basic but effective formatting/layout to keep in mind or try for yourself


This is the most important piece of copy on your site. It’s the first thing your visitor will see, and it needs to immediately compel them to keep reading. They’re so important and can make or break a successful landing page.


In this section, you can better elaborate on your offer, address your customer’s struggles, and provide a solution.


CTA stands for “Call To Action”, and that’s exactly what it does. It’s asking your visitor to do something. In this example, this CTA could be a button that says: “download free [insert solution]”, and when the user clicks it, the page will scroll down to the subscription form.


To keep it simple, just have your subscription form right there beneath the subheader! There’s a lot of flexibility, so don’t be afraid to experiment.


I’m a BIG fan of testimonials. They’re classified as “social proof”, and they’re great because you have OTHER real people vouching for your freebie. Don’t stress if you don’t have testimonials for a freebie you just created, a great option is to send it to your friends/family, and ask them for a testimonial if they liked the lead magnet.

Even better, ask them for feedback if they didn’t like something about it. That way you can make adjustments if necessary. Just remember to handle testimonials responsibly.

Don’t have people lie, don’t write fake ones yourself, etc.

Testimonials can go anywhere (all over) on your landing page. I like to have one right beneath the first CTA where the visitors can see it right away.

Secondary/Final CTA/Form

A very important element of both landing pages and sales pages is making sure your signup form/CTA is the last thing on the page. Reason being that there will be a lot of people who (especially if your landing page is on the long side), just want to scroll to the bottom to download/buy the thing.

If you don’t have the form/CTA there, it might frustrate your reader to the point they don’t even want to sign up at all. If your landing page is just:




… you won’t really have to worry about this, but it’s just something to keep in mind. I also liked to put additional testimonials right above or below the last CTA form. Make sure the form is still visible, but I don’t think you can ever have enough social proof! 

Step 4: Success Page/Message

Don’t forget to customize/create the success message that your visitor receives once they’ve given you their email. It’s important because you want to let your new subscriber know everything went through successfully, as well as what to expect next.

For example:

Headline Copy: “Your sign-up was successful! Yay!

Body Copy: “Keep an eye on your inbox because your free [insert thing] will be arriving shortly! Sometimes email providers are a little finicky, so if you don’t see my email in your inbox in the next few minutes, check your spam/promotions folder.

And be sure to set us as a trusted contact so you don’t miss out on my cool stuff!”

As you can see, we accomplished a few important things here:

  1. We confirmed their info went through successfully

  2. We told them what they need to do next

  3. AND we even provided them some extra info IF their freebie goes MIA in their inbox

Step 5: Create An Automated Welcome Sequence

Now that you have subscribers, you’ll want to create an automated email sequence that sends them their free download, talks a little bit about what to expect as a new subscriber, and starts warming them up to (potentially) send them to a sales page. 

Here’s a link to my article that talks more about email welcome sequences

Here’s anotha’ post talking more about email marketing strategies that can set you apart, too!

What To Do With A Landing Page Once It’s Created

Woo-hoo! Your landing page is done!

But… uh… now what do you do with it?

Confused John Travolta looking around

Well, aside from trying to SEO optimize your landing page so it might show up in some relevant web searches… It’s time to market your lead magnet!

You can do this by running ads on FB, Google, Instagram, or by linking to your lander in a relevant blog post you write! The most important thing to do now is to share it with folks who’ll benefit from what you’re offering.

So share it with everyone you know on your social media platforms, mention it to friends, colleagues, and relevant acquaintances. If it doesn’t violate the rules of your group, share it in some of the FB groups you’re in.

The best landing page in the world is useless if no one actually sees it.

Woo-Hoo- You Did IT!

Yay! Now you know how to get started designing a killer landing page that will help build an email list of white-hot leads. Leads who will be way more excited and likely to invest in your business when you have a launch/product/course you want to share.

As I said earlier, if this stuff just doesn’t interest you (or stresses you out), but you want to implement a great landing page anyway… just hire a copywriter like me to help you out! It’s what we’re here for, after all!

Good luck with your lead magnet… and hey, feel free to check out (and sign up on) my own Landing Pages if you’d like some in-action examples!

Landing Page Example Number 1 (made this one on ConvertKit)

Landing Page Example Number 2 (made on WordPress + ConvertKit plugin)

#smallbusinesstips #smallbusinessowners #landingpage #marketingtips #whatisalandingpage

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