Five Ways Creatives Can Use Landing Pages To Thrive Online
A landing page’s primary function is to turn casual web browsers into converts who can’t get enough of your products or services. However, landing pages also offer other unlikely yet significant business benefits.
Join us as we investigate useful landing pages and share practical ways for creative businesses and freelancers to use them to improve their product or service offering and thrive online.
1. Tell Your Story and Establish Your Brand Identity
Selling your creative services or products isn’t about driving that hard sell all the time. Marketing for the long haul is about identifying your audience, helping them find you, and building a relationship with them over time — this is why you can see handmade sellers with only a few hundred subscribers selling LOTS of products.
The big secret? Their audience might be small compared to most, but they are engaged customers. Consumers don’t just buy products or services; they buy into a brand. Audience engagement truly starts when you begin to tell your story authentically. And you can use an “About Us” landing page to start this journey.
This landing page is a space for you to do a deep dive into your brand mission, vision, and values. Who are your product or services aimed at? Why did you start? What makes your service or products different? People respond well to meaningful storytelling, especially if you give something back in terms of social impact.
Even though you’re telling your story, don’t forget that call to action; direct engaged readers to your shop or share your email subscription offer. Any creative operating online should keep this page in mind.
2. Offer Online Customer Support
While researching for this article, we stumbled upon a fantastic place to source free fonts for commercial use. Even if you’re not a web designer by trade, free fonts and templates can help point you in the right direction. Or give you an idea of what to ask for from your web designer.
We loved the range of online support landing page templates, especially the quirky digital chatbot template featuring a friendly robot — a pretty cool way to embrace the digital age for any creative offering products or services remotely.
In an increasingly digital world, customers are more likely to reach for the phone to browse the web rather than call a hotline. If you provide creative services or products remotely, it is useful to have a place online where consumers or clients can ask any burning questions.
This page can help marketing agencies, copywriters, social media managers or virtual assistants, graphic designers, web designers, illustrators, and artists.
3. Grow Your Mailing List
Despite a few naysayers declaring the mailing list to be redundant, it isn’t. For a start, do you know anyone in your life who doesn’t have an email address? If you do, they are very much the outlier. Email is still one of the most effective ways to increase sales over time, making a squeeze page vital to any creatives’ marketing toolkit.
The initial objective of a squeeze landing page is to gain email addresses, and the best way to achieve this is to offer a digital freebie. Think info-packed ebooks, reports, or newsletters aimed at your target audience. For example, if you’re a handmade seller focusing on sustainability, you could create a sustainable gift guide. Or marketing agencies can offer a newsletter full of helpful information about social media for business.
Keep your squeeze page easy to navigate, make your freebie a must-have, and don’t forget to provide a clear call to action instruction. Once you have an email address, you can start to build a meaningful consumer/business relationship. Marketing agencies, handmade sellers, designers, bloggers, and creatives of pretty much all inclinations need a squeeze page.
4. Build Relationships Then Call To Action
On the subject of selling your creative products or services, it still doesn’t have to be that icky hard sell whereby you slam people with a purchase now button right out of the gate. Marketing 101 is deciding how you can provide the most value to your customers before asking them to part with their hard-earned cash.
You can achieve this with a click-through landing page, aka a series of pages that add continuous value to prospective clients or customers. Think of it as a helpful step-by-step journey for consumers to take that also informs them about your business en route. A common end-point for this landing page is a call to action (CTA) button to access a free service trial or product sample.
Start building relationships consciously by providing value. Then when someone hits the CTA button, they are already primed to enter payment details because you have added value to their day and clearly outlined the benefit(s) of your products or services.
A click-through page is fantastic for any creative with a remote service offer. Artists could offer a free commission, or social media managers could provide a free service trial.
5. Improve Conversion Rates
Following on from the click-through example, you can also use a “Get Started” landing page to dive right into your service offer in instances where someone is already on your mailing list or follows you on social media. A specific service offer or product should be the focus of this type of page. Get straight into the customer benefits, and provide a “Get Started” button, so people know where to go once they’ve finished scrolling.
Another way to improve conversion rates is to get super transparent with your pricing options. If consumers have to do backflips and cartwheels to access your pricing structure, they’ll likely mosey on up the digital road to another business. A pricing landing page can highlight existing pricing structures or draw attention to pricing for new products or services. You can even create CTA options to match specific consumer needs. Don’t forget to shout about the benefits of doing business with you, and back this up with testimonials.
These pages work well for any creative, including marketing agencies, copywriters, social media managers, graphic designers, web designers, illustrators, and artists.
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