Do These 4 Things Before Creating Your Landing Page

Nick Nolan
5 min readDec 1, 2023
Photo by Volodymyr Hryshchenko on Unsplash

Creating a great landing page doesn’t happen by accident.

Hours of research, brainstorming, writing, editing, testing, refining.

You can make an email sign-up page in a few hours. A more complex landing page can take weeks to create from scratch.

Investing a lot of time and energy into your landing page is one of the best investments for your business. Improving the page can get you more leads, subscribers, and customers without any additional traffic. Your email list grows twice as fast if you increase your conversion rate from 4% to 8%.

That sounds obvious when you read it, but most people don’t put enough effort into their landing pages.

Creating a high-converting landing page starts before you write the headline or find the perfect product photos and testimonials.

I’m going to share 4 things I do before I start creating a new landing page.

Tap into inspiration

The first thing I do is look at what the top competitors and alternatives are doing on their landing pages.

If I’m creating a landing page for a real estate newsletter, I’m going to look at 30 other real estate newsletter opt-in pages. I’ll take mental notes of what I like and dislike about the pages.

This isn’t so I can steal their headlines or copy (even though some people do that). I want my landing page to fit into the crowd, while being unique.

My target audience has probably visited some of these pages before. I want them to feel like they’re in the right place.

Doing something completely out of the box might work in some cases, but it’s risky. More often than not, out-of-the-box ideas end up being confusing instead of interesting. I’d rather err on the side of boring and avoid the risk of someone thinking they clicked on the wrong link.

When looking at inspiration, I want to follow the same general outline and tone of the other pages in the niche. This will also help you talk about the different features of your product, which is difficult when you’re so close to it.

Find your customers’ priority

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Nick Nolan

Freelance marketing consultant | Writing about Copywriting, SEO, and Social Media