Written by: Sunu Philip, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
A landing page is any page on your website where you want your readers to take some kind of positive action to further their relationship with you - either by signing up for a free resource, or by purchasing something.
As an online coach, you want your ideal clients to find everything they’re looking for on your website. But to make it more effective, it’s ideal to direct them to a particular page on your site with more details about your offer or a lead magnet they can sign up for.
So, a landing page is in essence the page where your ideal client “lands” when they click on a particular link you’ve shared with them - either via email or on social media.
What’s the purpose of a landing page?
While a regular web page may have a plethora of information and plenty of links, a landing page is typically more focused.
A landing page is designed with just one goal in mind - to present your ideal client with adequate information and urge them to take action.
The call to action (CTA) will be focused on asking them to sign up for your lead magnet or getting them to purchase your offer.
A landing page that’s well designed with focused copy will give you a better conversion rate.
How do landing pages fit in a lead magnet funnel?
Even before you start thinking about your landing page, you’ll want to have a full picture of what your customer journey looks like. You want your ideal client to start by signing up for one of your lead magnets and then purchase a related offer.
What is the starting point of your relationship with your client? And what will be their final transformation?
Map out the path they’ll take with you from the starting point till they reach the final destination. Then take stock of what offers you want to provide your ideal client along the way, and which lead magnets you’ll use to attract them towards each offer.
Ideally, you want to have at least one lead magnet for each offer on your customer journey - so you can attract your ideal client into your email list, nurture them, and then get them to buy your offer.
Based on this mapping, you can decide how many landing pages you’ll need.
Each lead magnet will need a signup page, and each offer will require a sales page. But you can combine some of them.
For example, after someone signs up for your lead magnet, you can redirect them to a thank you page which also doubles up as a sales page for your entry-level product.
You can start off with a simple lead magnet funnel with a single lead magnet and offer, and then branch off from there as you add more offers and lead magnets into the mix.
What are the key elements of a landing page?
Your landing page should be so enticing that when your ideal client visits the page, they can't help but take action.
In order for your landing page to have a better conversion rate, make sure the content includes:
A catchy headline that would persuade visitors to read further
Details about your lead magnet or offer and the benefits it provides
High-quality relevant images to capture the reader's attention
A call to action specifically directing visitors on what to do next
5 Types of Landing Pages for Coaches
1. Short-Form Lead Magnet Landing Page
Also known as a squeeze page, this kind of landing page provides minimal information and encourages visitors to quickly sign up for a lead magnet.
The key is to make the page short and easy to peruse without the need to scroll down too much. All the compelling information your ideal client needs is provided right at the top, so they can simply sign up without much ado.
This type of landing page would be suitable for an entry-level lead magnet like a free checklist, eBook or guide.
2. Long-Form Lead Magnet Landing Page
As the name suggests, this is a long-form landing page for your lead magnet which outlines the features, benefits and outcomes in more detail.
You can also include details about yourself and explain why you’re the right authority on the subject. Additionally, pepper in some testimonials from others who’ve gone through your lead magnet or have worked with you - this will boost the trust factor with your audience.
This landing page format would be appropriate for a high-value lead magnet such as a free masterclass, 5 day challenge, live training, etc.
3. Discovery Call Landing Page
As a coach, one of the best ways to get people interested in working with you is by offering them a free strategy session or discovery call. This can be just a short 15-minute chat that people can sign up for to gauge what you do and how you can help them.
The focus of the conversation will be to convince your ideal client that you’re the right person to support them, and answer any questions they might have about working with you in a greater capacity.
You can set up a landing page on your website for this type of discovery call with details on what you’ll address during the call and how it will benefit those who sign up.
This type of landing page needs to be integrated with a scheduling platform like Calendly, and also with an email service provider to capture the sign up details.
4. Instant Purchase Sales Page
Just as the name indicates, this type of sales page will allow potential buyers to make a purchase directly from the page.
The sales page will have ‘buy now’ CTA buttons integrated with the payment service provider. Once the payment goes through, the buyer will receive access to whatever you’re selling.
If you’re selling simple products like books, eBooks, planners, workbooks and other PDF based products, you can opt for a short-form sales page. It can have just the basic details about what you’re offering and how it will benefit your ideal client, along with the price and a couple of testimonials.
If you’re selling a bigger product like an online course, group programme or mastermind, you’ll want to have a long-form sales page that is more elaborate and contains more information.
Ideally, you want the length of the sales page to be proportional to the cost of the product but it depends on your industry and your audience.
5. High-Ticket Offer Sales Page
If you’re selling high-ticket offers that might not be an easy sell for your audience, you’ll need to approach your sales page from a different angle.
The sales page will have all the information about the offer, what’s included, the features, benefits and outcomes in a detailed manner. But rather than having ‘buy now’ CTA buttons, the page will have ‘book a call’ CTA buttons.
When people are planning to shell out thousands to work with you, they will want to interact with you and confirm that your high-ticket offer is what’s right for them. This will also help you vet your high-ticket clients so you don’t end up working extensively with someone who’s not your ideal client.
So, create the sales page as usual but link it to your scheduling platform so potential clients can book a call to discuss working with you.
No matter what type of landing page you’re planning to create for your lead magnet or offer, don’t expect it to work perfectly from the get go.
It might take a bit of trial and error, and a lot of testing and tweaking to come up with a highly-converting landing page. Be sure to track your site metrics to analyse which form of landing page works best for you.
Looking for help with your landing pages? I’ll be happy to pitch in.
To know more about me and my work, please visit my website.
Sunu Philip, Executive Contributor Brainz Magazine
Sunu is an international lead magnet expert specializing in creating a lead magnet and launch funnels that help coaches and consultants consistently sell their high-ticket offers with ease. She has been in the digital marketing industry for the last 12+ years, working with varied industries, and has helped her clients generate £3 Million+ yearly income through SEO and inbound marketing strategies. A high-school teacher turned online marketing consultant, Sunu is passionate about supporting people who love to transform the lives and businesses of their clients.
Over the past 2 years alone (since she embraced the title ’The Lead Magnet Lady’), Sunu has helped hundreds of entrepreneurs and small business owners share their story, build their tribe, increase their impact, and get more leads and sales by designing and setting up an efficient lead magnet and launch funnels for their businesses.
