This is a topic many avoid, thinking it’s something too complicated for them to do or that it’s not worth it.
They are wrong with both points though, it’s worth it a lot if you’re serious about your Instagram marketing. As for it being complicated, everything is as complicated as you make it to be. You can definitely go crazy and get 2-3 courses on how to build the perfect landing page or you can just do a basic one and start from there.
What is a actually a landing page?
It is a simple page on your site, created with one goal. Make the user do what you want him to do. For this reason you’ll only offer him one choice to make on the whole page. That can be anything from signup to your mailing list to buying something. I will repeat the main point though – everything you put on that page needs to have one single goal. Never give the user more than that one choice.
You see now why a landing page is a must? By sending your visitors to your main page you give them plenty of choices to make and to be honest most main pages are full of elements that can distract someone’s attention. On the other side, sending them to a landing page that is designed to make them do exactly what you want them to do is what your goal should be. That’s if you want your traffic to convert as well as it possibly can.
Keep in mind two main things here.
Since Instagram is a mobile oriented platform your landing page will have to be properly optimized for mobile.
And since mobile screens are usually small, your landing page does not have to be full of elements and information. Keep it simple and straight to the point. We’ll discuss what it should and should not contain shortly.
Before you actually start to create your landing page there’s one more very important thing you need to do. Decide what you want your landing page to achieve. Depending on your niche and what you want to accomplish on Instagram, the landing page can vary a lot. Here are some of the main ones people use:
Recent blog posts – remember we talked about services that allow you to create a link profile like Linktree? Any such service will have its limits. You can avoid that by creating your own page with your blog posts if that’s where you want your reader’s attention. It’s quite easy to get all the posts via RSS in order and show then nicely formatted on a landing page where you have 100% control.
Newsletter signup – if creating an email list is your goal then a signup landing page is the way to go. Keep it simple, don’t add too many fields – email and if you absolutely must a name is more than enough. A very good idea here is to offer them something for their signup, like a free download or tool.
New or hot products – if you have a shop that you’re promoting, a landing page with the newest or hottest products from your shop is a great idea. This can also be done via a RSS feed quite easily and it will showcase your best products. Make sure they include good images and compelling but accurate descriptions of the product itself.
Contact form – if you’re selling a service via your account or your business depends on your visitors contacting you then this is the way to go. Again, keep it simple, don’t add too many fields to the form if you’re using a WordPress site or something similar. If you don’t know how to create a form, simply adding you email address with a few words on what you’re offering and why people should contact you works as well.
Social media links – If your goal is to grow your other social media accounts then tell them why they should follow you on those as well and add direct links to your other accounts.
Whatever you pick for your landing page stick with it till the end. Don’t combine 2 or more of the above. There should be only one action any visitor can do on this landing page. Remove even the site menu and any other footer links that you might have. A visitor should only be able to do the action you got him there to do or leave the page, nothing else!
Now let’s look at some of the best practices when creating your landing page:
Keep it short and to the point. Your page should be skimmable and anyone landing on it should understand what it’s about right away. No one wants to read long chunks of text and Instagrammers can lose patience very fast considering they come from a fast paced platform. Here’s a good example from Wordstream.
Use statistics to strengthen your point. They are extremely powerful in people’s minds and can make them take things seriously. Make sure they are true though and don’t over-exaggerate. Here’s a great example of statistics usage from Shopify
Earn your visitor’s trust. This is very important no matter what you’re using the landing page for. In fact everything you add to that landing page, from your copy to images and statistics are there in order to earn trust. It’s easy to exaggerate or make up claims but they will catch on to that at some point. Make sure you’re truthful in everything you say. Additionally you can use trust badges, logos of reputable companies, social proof, money-back guarantees and product videos and images
Explain your offer clearly from the start. Unless you really are the best of what you do, don’t use superlatives like “the ultimate”, “the best”, “the most powerful” and so on. Rather concentrate on why your product/offer is unique and how it can help the user. If you actually know what your visitors are looking for this should be really simple, just offer them exactly that.
Use images or videos as visual aids. Don’t add a 30 minute video though, remember visitors have a short attention span. If you haven’t caught their interest in 30 seconds they’ll probably just close your page. These should also be clear and on point. Using stock photos that don’t have much in common with your offer can hurt more than help so only add videos or photos if they are relevant to your offer.
Call to action. Make sure to use a good call to action on your landing page. It shouldn’t be used more than 2-3 times, depending on how long your page is, often times a short and to the point page with one call to action button works best.
With these in mind you should be able to create a quick landing page that will work a lot better than linking directly to your main page. In time you should do A/B testing on this page and tweak it little by little until your conversion gets as high as possible.
Now there’s one last aspect to discuss about landing pages – how to actually create them?
This depends on your experience with certain tools and software and on what platform you’re using for your site. For WordPress there are many free plugins for example, other plaforms should have free tools as well. I will mention a few others that should work for almost anything you’re using for your site:
Leadpages – it’s a paid service that allows you to create a landing page quite fast using pre-defined page building blocks.
Clickfunnels – same as above
Beaver builder – wordpress paid addon, quite helpful in creating a fast landing page using pre-made templates
The above tools are the most known and used, there are many more both free and paid and depending on your skill you can even write everything yourself in html. Use whatever you feel comfortable with!