If you are wondering about how to create landing pages, there are several options you could choose from:
- Use an online landing page builder
- Hire a web designer
- Use a specialist company
- Buy a landing page template
- Use an existing page on your website
Each of these methods have pro’s and con’s, so let’s explore these options with our ‘ultimate guide on how to create landing pages’ and look at the best ways to create them.
Using an Online Page Builder
There are a number of online landing page builders on the market. In general they offer an easy way to build a landing page online so no additional software is required.
Online page builders usually offer an array of templates to get you started with tools to help you customize the landing page, connect with your e-mail distribution platform and track visitors to the page.
Another advantage is that the page is usually hosted for you, again making it convenient to use an online page builder. However, in my own experience, there can be some obstacles when using online services.
I have found it time consuming and sometimes frustrating learning how to use the page builders. For those who have little experience designing a page, it can be a cumbersome process and gets even more confusing when attempting to connect 3rd party services and scripts. In addition to this, unless you are a good designer, it is often difficult to achieve some consistency with your brand or existing website with the limitations of the page builders.
Another issue with online page builders is the audience that requires them often have little design or conversion experience. There is no help for writing compelling copy that sells or a critical eye to ensure you are getting the best out of the landing page.
PRO’s
- Ready made templates
- Online service
- Tracking & testing
- 3rd party integration
CON’s
- Steep learning curve
- Lack of experience may not produce results
- Design limitations
- Integration restrictions
- Time to use
- Cost
- You have to do it all yourself
Top 5 Online Landing Page Builders
- Unbounce.com
- Leadpages.net
- Instapage.com
- Hubspot.com
- Landingi.com
In conclusion, if you have a need to produce a few landing pages and are confident with software applications plus have an understanding of good design and copy that converts, this can be a convenient option to quickly get going. If you do not know how to create landing pages to begin with, another option may be more suitable.
Hire a Web Designer
Hiring a web designer to create your landing page is another option. You may have an in-house design team or a contracted designer at your disposal which may help you get a landing page up and running quickly. In addition you will be able to align your brand and design into the page with less hassle. For the best looking page, a designer would have the skills to deliver the best design.
However, although a web designer may be able to produce a great looking page, they may not have the experience of creating high converting copy or constructing a page that is designed to encourage an action, or sale. They also may not be able to interpret data collected from analytics then taking follow up action to increase conversion. (in essence, designers design, they are not data scientists).
PRO’s
- Best Designs
- Convenient if you have existing relationship
CON’s
- May not have conversion experience
- May not have copywriting experience
- May not be able to interpret data
- You will need to manage other services yourself (mail integrations, A/B testing, analytics, hosting)
In conclusion, if I had a good handle on how to instruct a web designer on how to create a high converting landing page, provide them with great copy, then setup and manage 3rd party services such as e-mail lists, hosting, analytics, A/B testing, then I would choose this route first.
Hire A Conversion Specialist / Company
In my opinion, hiring a conversion specialist is the best option. A conversion specialist should be able to help you get the best ROI out of a landing page campaign and advise you on design & copy to the followup in order to nurture & gain the action you require.
The caveat is that there are few conversion specialists on the market which can drive up the price, however the investment would be worthwhile as this would give you the best chance to maximize your return. A complete turnkey service is even more rare (such as the one Landing Page Boss offers) but makes the whole process much more efficient and easy to manage.
PRO’s
- Best potential ROI
- Better designs than templates
- Can work closely with your team
- Custom integrations / applications
- Custom customer journeys
- More convenient (on turnkey services)
- More analytics options
CON’s
- May cost more than other services
In conclusion, if you are serious about running a campaign with a landing page, have a large number of campaigns to manage or complex requirements, this is the best option on how to create landing pages.
Landing Page Templates
Landing page templates are the most popular option for small businesses, individuals or even designers who need a quick basic start on how to create landing pages. Providing you know how to edit a web page, have access to hosting and have basic knowledge of adding forms, this is a great option to get you going and gives you the freedom to test and improve the page.
Landing pages can be cheap and quick to deploy. There are also free landing page template options or very low cost hosted options with page builders if you have very basic needs.
However if you decide to use any of these options, remember to keep in mind that good copy with attention grabbing headlines and a call to action is a pre-requisite to increasing conversions and should be the focus of your page.
Some limitations of landing page templates are that they come pre-designed. While in some cases this could be a benefit, for professional use this may not be ideal as the page may not meet design standards or reflect current theme of the brand. In addition other businesses may be using the same design. As most designs are them based, it is likely a competitor in your space could be using the same design.
PRO’s
- Quick & easy to deploy
- Templates can be cheap or free
- Large range of pre-designed templates
- Some online builders with hosting
CON’s
- Requires some web design skills
- May not align with current design / brand
- No help with converting copy
- Unlikely to be SEO/PPC optimized
- Design will be in use with other businesses
- Limited functionality
- You will need to manage other services yourself (mail integrations, A/B testing, analytics, hosting)
In conclusion, unless you know what you are doing, I don’t think that pre-made templates are ideal. However if you want to know how to create landing pages for free or with hosting, there are some great online services that provide free templates or a hosted service.
Weebly
Weebly is actually on online website builder with hosting, but you can easily create your own landing pages with their service. The process is fairly simple and web pages built on their platform are extremely fast in comparison to similar providers.
weebly.com Prices start from £/$0 (Free for basic pages)
Ucraft
Ucraft allows you to create landing pages for free also as well as offer a free trial for plans with more features. Again it provides a simple low cost way to start building your own landing pages.
ucraft.com Prices start from £/$0 (Free for basic pages)
Use Existing Page on Website
When thinking of how to create landing pages, many people naturally turn to their website, utilizing an existing page or blog page as a landing page. Although this is a convenient way to maintain your brand and design through to the new page, this is often not the best idea.
Most websites are designed to present a product or service, educate or give information to a visitor or allow them to shop for a product. Because of this most websites are not optimally designed to keep focus on funneling the visitor to take a certain action. With so many links, offers and distractions on a normal web page, it can be difficult to convert the visitor via the page they land on.
This is why you will see professional companies using landing pages that look much simpler than their main website. After many years of testing, they have learned that a page with less distractions and a simpler design works best to convert visitors.
PRO’s
- Easy to maintain brand & design
- Quick to deploy
- Cheap
CON’s
- Design may not be optimized to convert
- You will need skills in high converting copy
- You will need skills to integrate special functions
- You will need to manage other services yourself (mail integrations, A/B testing, analytics, hosting)
Conclusion
Now that we have explored how to create landing pages, what method would you want to use? If we aggregate the advantages and disadvantages of each option, there is one thing that stands out!
Most of the options above involve you having to interpret data yourself, apply A/B tests yourself, react to data yourself and in most cases manage the design yourself. This can all get a bit too much if you are a business owner, a marketing manager or an agency that provides marketing services.
A turnkey solution that manages all aspects of a landing page campaign can help you save time and money whilst having the best chance of getting a better ROI.
The best advantage of specialized landing page services is that you can go beyond just a static landing page. You could integrate laser focused sales funnels, e-commerce, complex forms and even tailor the page to your visitor on the fly. All of this can be utilized under the eye of a conversion expert whose goal is the get you the best ROI from your campaign.