How to Create a Landing Page
There are many companies out there that offer easy drag & drop landing page templates. In some cases, email providers such as Mailchimp, MailerLite and ConvertKit offer built-in landing page templates or simple forms as a part of their email services. These services are great places to start if you’re beginning to explore using landing pages in your marketing.
If you are running a more complex marketing campaign or are selling a product, companies like Leadpages, Instapage, Wishpond and Unbounce offer a diverse range of templates to choose from. However, you don’t have to create landing pages that live off of your main website domain. Website service providers such as Squarespace and Wix can also be used to fashion landing pages from scratch, but you will need to know how to adjust the code or template to remove distractions such as the top and bottom page navigation. I’ve used Squarespace for some of my landing pages and have found it difficult to adjust the code, so if you’re looking for a drag & drop solution then I would start with something like Leadpages or Instapage.
When you’re at a consultation, a networking event or an expo, potential clients get to interact with you in person and experience your business in a more three-dimensional way. On the internet, prospects don’t get to meet you in the same way. Instead, your website represents you, your brand, your personality and your products or services in the online world. So your website needs to be able to do many of the things you might otherwise do in person: educate, nurture and convert ideal prospects into customers. While you might have a conversation with someone in person about the story of your business and whether it’s the right fit for them, your website needs to do this online.
Landing pages, by contrast, focus visitors on a single conversion goal. They are still telling an important story and help visitors understand whether a specific offer is right for them, but they are free of distraction. Their purpose is to get prospects to sign up for a special offer or lead magnet. This could be that demo of your software, or an eBook about how to dress or pose for the camera, or a sample of your work. Remember: if you’re already using an email marketing service for your newsletter, you probably have access to landing page templates that you can use in your lead generation and advertising strategies.
Test these services out first before upgrading to a more expensive landing page-specific service. You may find that a simple landing page works perfectly well for the offer that you want visitors to sign up for. However, as your marketing strategy evolves and becomes more complex, the templates and support from companies such as Leadpages, Instapage, Wishpond and Unbounce can be invaluable.
By telling your story, and how it relates to what keeps your client up at night, you can nurture prospects through your booking or sales pipeline. Tell stories about how your presets changed photographer’s workflow or testimonials about how your fine art photos helped a customer connect to their feelings or the landscape. Take time to write content that educates your prospects on how to use your product, or how to prepare for a session, or how to design their spaces to highlight the art they are investing in.
With the right mix of relevant website content – and landing pages to help encourage prospects to move into your nurturing sequence – you will find that your digital strategy begins to come together, bringing a consistent pipeline of quality leads to your photography business!