Last updated on January 22nd, 2025 at 06:56 am
Whether it’s a squeeze page, a long-form sales page, or a simple exit-intent pop-up, every offer needs a landing page.
This is the first place your target market will go…
And as the old adage goes, first impressions are lasting impressions.
How, then, do you build a landing page that stands up to the challenge? One that compels people (specifically, your target market) to take action?
That’s what we’re talking about in this guide.
We’ll show you 6 awesome business landing pages that convert like crazy.
Build Your Landing Pages With ClickFunnels!
How do You Actually BUILD High-Converting Landing Pages?
Ever have an idea for an offer but don’t want to spend an arm and a leg to test it out?
Same.
Clickfunnels is that tool I keep in my back pocket at all times so that, whenever I have an offer idea, I can build everything on my own — landing pages, sales funnels, checkout process, courses, etc. — easily and for no additional cost.
You don’t need a super expensive designer to build landing pages or test out your offer ideas.
And you don’t need a whole suite of tools you’ll have to integrate together.
With a ClickFunnels account, you get everything you need to build an online business from scratch, all under a single subscription.
We put together a complete overview of the difference in feature offerings between ClickFunnels and most website builders, payment processors, email marketing software, and more. Check it out here.
Here, for example, is the feature comparison between ClickFunnels and most popular website builders…
In other words, whenever you have an idea for an offer that you want to try out, a landing page you want to build, a course you want to create, or a membership program you want to test… you can just go to ClickFunnels and create it!
The best part is, you can get a free trial of ClickFunnels by clicking here.
But since we’re talking specifically about building landing pages, let me give you a quick idea of how easy it is inside of ClickFunnels.
Go get yourself a free account by clicking the link above.
Then click on “Site & Funnels” on the left side.
Click on “Pages.”
For a landing page, you might just want to create a standalone page or you might want to create a funnel page.
Click “New Page” in the top right corner.
And then choose from our library of high-converting templates! You can filter these templates on the left side of the screen based on what you’re planning to use the landing page for.
Then click on the page you selected and you’ll be taken to our drag-and-drop editor where you can customize pretty much every part of the page — fonts, colors, layout, and tons more.
Easy peasy.
If you want to learn more about how to build landing pages in ClickFunnels, check out the video below.
5 Critical Components of a Successful Landing Page
Before we show you some different types of landing pages you can create that are crazy effective, there are a few things you should know.
Specifically, critical components for making your landing pages successful.
Here’s what we’re talking about…
- No Menu Navigation — This one is easy and super important. Landing pages (unlike most home pages) have a clear goal. They exist to drive traffic toward a specific lead magnet or offer. This is why they should have no menu navigation at the top of the page much like a normal website page would. Many tests have shown that menu navigation reduces the conversion rate on landing pages. Get rid of it.
- Only One Offer — Like we said, landing pages are effective because they’re focused on just a single offer. Don’t try to put multiple different offers into a single landing page (you can do that with upsells or downsells instead)… just stay focused on the one offer you want your target market to take you up on.
- Urgency — People are procrastinators. If you want people to take action on your landing page, then you need to create a sense of urgency. Why do people need to take action right now? Limited-time offers are a great way to push people over the edge.
- Form Fits Function — We’re going to show you some different types of landing pages that do really well in this guide. But you’ll have to decide which type of landing page is best for your specific audience and offer. The form should fit the function. If you have a simple lead magnet that’s easy to explain, a short-form opt-in page will probably be best. If you have a high-ticket offer that requires a lot of convincing, then a long-form landing page or video sales letter might be preferable.
- Social Proof — Most people don’t want to be the first. They want to know that the thing they’re buying or using is tried and proven to work by people just like them. This is called social proof and it’s a vital part of every landing page. Testimonials work like a charm.
Now let’s get into the awesome landing page types that convert like crazy!
1. Long-Form Sales Letter
Long-form sales letters are one of the most tried-and-true ways to sell products and get conversions.
What do we mean when we say “long-form”?
Literally… we’re just talking about long sales pages.
Like this…
Or this…
Click on either of those links and you’ll see a page that takes you quite a few swipes to scroll all the way down the page.
Now you might be wondering…
Why do these work so well?
The answer is actually pretty simple.
A longer page means more opportunity to…
- Address Objections – A long-form landing page gives you the chance to address virtually every objection that your target market has so that by the time they get to the end, they’re ready to take action.
- Build Trust – Trust is a critical component of any sales process. This is why good salespeople don’t mind talking to you for a while about things other than the product or service they offer. They understand that the longer they’re talking to you, then the more trust they’re building… and the more likely you are to buy in the end. The same is true for landing pages. Long-form landing pages give you a chance to build trust and tell your story.
- Explain Your Offer – You don’t just want to tell people what you’re offering. You want to explain why it’s valuable, share hidden benefits, and magnify the problems people will face if they don’t take action. A long-form page gives you the chance to do all of that.
Beyond those things, a long-form sales page buys time.
The instinct for 99% of people when they see a new offer is to say “No”.
Long-form landing pages catch their attention and make them stick around long enough to reconsider their initial instinct.
If you’re intimidated by how long these pages are, don’t worry.
You’re not alone.
In fact, I was quite intimidated for a long time by the length of long-form sales letters… and I’m a copywriter!
What am I supposed to talk about? I’d think to myself.
It was only once I figured out a system for writing long-form landing pages that I was finally able to produce them without giving myself a headache.
What’s the system?
It’s actually pretty simple.
Here’s the gist of how it works (and you can get more details here)…
- Hook (Curiosity) – It’d be nice if people gave you their attention for free, but they won’t. You’ve got to earn it. And you can earn it by hooking them with curiosity. With your headline and featured image(s), the only goal is to capture your target market’s attention. As Joe Sugarman wrote, “All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.”
- Story (Emotion) – Capturing people’s attention might be nice, but it’s not enough. You’ve got to keep their attention. The easiest way to do that is by telling a compelling story. This story should be relatable to your dream customers, easy to read, and it should contain the traditional elements of a great story: character, conflict, adversity, triumph, and resolution. The story could be about you or it could be about one of your past customers who got staggering results. The key to a great story is to not rush too fast… but to also only include the elements that make the story better.
- Offer (Logic & Fear) – If you’ve done your job right, you’ll have hooked your reader and told them a compelling story. The story should seamlessly lead into the product or service that you’re going to offer (i.e. “And then Joe discovered [YOUR PRODUCT]…”). From there, it’s about building up your offer to be so good that people can’t resist. Discuss in vivid detail the results they can expect if they sign up, the bonuses they’ll receive, and the mind-blowing value. Then add urgency or scarcity to beat people’s natural urge to procrastinate.
Check out the video below to learn a bit more about our “Hook, Story, Offer” format…
And if you’re going to be writing most of the copy of your landing pages, then we highly recommend picking up our book, Copywriting Secrets (<– you can get a free copy by clicking that link!).
2. Short-Form Opt-in
We love long-form landing pages.
But you don’t always need one.
Sometimes, you can use a short-form landing page and get great results.
A short-form landing page is just a small page that might not even be scrollable because it’s so short.
The landing page for my email newsletter, The Tonic, is a good example of this…
What you see there is the entire page.
This works well because it’s a free offer that doesn’t require a whole lot of persuading or convincing — the last thing you want to do is over-sell or over-explain a lead magnet that is free. That can come off as too salesy.
Instead, when you have a simple, clear, and free lead magnet… just use a short-form landing page.
Here’s another example.
These are best for lead magnets and freebies.
Just write a headline, explain the offer with a few paragraphs, and voila. You’re done.
These convert very well and, even better, they’re super easy to create.
3. Exit-Intent Pop-Up
Exit-intent pop-ups are a great way to capture leads in the moments when readers are about to leave your website.
These pop-ups detect when someone is about to click away from your page and will trigger an opt-in form or coupon code offer, which can help you convert more visitors into paying customers.
When setting up your exit-intent pop-up, make sure to personalize the message and customize it so that it’s tailored to your target audience.
Also, consider adding a countdown timer or other urgency device to help increase conversions. Finally, create an incentive for people who opt-in like a coupon code or free eBook — to help give them a reason to act now.
Once you have your exit intent pop-up set up, you can begin testing the different elements — like the message, design, and urgency tactics — to see which ones get the highest conversion rate. By doing this, you’ll be able to maximize your results and ensure that you’re getting the most out of your exit-intent pop-up.
And if you’re new to using exit intent pop-ups, you can create them easily using ClickFunnels!
Build Your Landing Pages With ClickFunnels!
4. Video Sales Letter
Video sales letters (VSLs) are a powerful way to create an emotional connection with your target market and get them to take the plunge.
They’re very similar to long-form landing pages. The main difference is that there’s a video at the top of the page so that people can either read or watch.
We’ve found that adding a VSL to our sales pages can increase conversions significantly. And this number can go even higher when you add a few extra touches, like having a narrator tell the story or featuring an interview with an expert.
When it comes to creating your VSL, make sure that your video script is well-written and engaging. Talk about the problem your product or service solves, tell stories that are relevant to your target audience, and share any proof points you have (testimonials, case studies, etc).
Make sure to add a strong call to action as well. This can be in the form of a button or link that encourages people to take the next step.
Finally, don’t forget to test out different versions of your video sales letter to figure out which works best. Try experimenting with different lengths and approaches and see what resonates with your target market the most.
5. Webinar Funnels
At ClickFunnels, we’ve tried a lot of different marketing tactics.
Some things work.
Others don’t.
But webinars are one of those tactics that almost always work like a charm. They are responsible for generating more leads and making more money than any other type of marketing funnel or landing page.
Heck…
Here’s a screenshot of one of the first-ever webinar funnels that Russell used to get ClickFunnels off the ground.
But…
What’s a webinar?
Technically, the word is “web” mixed with “seminar”… but it just refers to online training or presentation. Today, you might also call this a masterclass or a free online course.
It’s just a video (live or recorded) where you help your target market solve a specific problem.
Here’s another one we have that’s presented as a “documentary”…
Where does this all lead (pun intended!)?
Well, what makes the webinar funnel somewhat unique is that a webinar is both an opportunity to generate leads and an opportunity to make sales.
On the frontend (as you can see above), people sign up for your free webinar by giving you their email address (i.e. lead-gen).
During your webinar, you deliver what was promised — the system or solution to solve the problem they’re facing.
And the end of your webinar naturally leads to the product or service you offer. Sprinkle in a dash of urgency or scarcity, and a limited-time discount, and you’re well on your way to turning those new leads into paying customers.
Of course… a lot goes into how to structure the webinar so that people stick around until the end.
That’s why we put together what we call The Perfect Webinar Secrets — it’s all the proven-to-convert scripts and templates we use here at ClickFunnels to build compelling webinar funnels time and time again.
Go nab it for just $7 (normally $997).
And here are a few additional tips to make your webinar as sticky as possible…
- Address as many objections as you can — It might sound odd, but one of the best things that you can do during your webinar is address objections that you know people have about what you’re going to teach them (i.e. “This won’t work for me.” “I don’t have the time.”). We recommend spending at least the first 15 to 20 minutes of your webinar addressing possible objections. This is engaging and life-changing for your audience. You’ll probably be surprised by how many people come to you at the end of the webinar and say, “You totally changed my life.”
- Use open loops — Open loops are a great tactic for keeping your watchers invested during your webinar. Here’s an example of what this might look like… “So the question is, how do you generate leads to your website consistently in as little as five minutes per day? Well, that’s what I’m going to show you about how to do this training. But first, let me talk about something else that’s really important for you to understand…” The idea here is to ask a question that your audience really wants the answer to, but then to make them wait a little bit until you answer it. Then, when you answer the question and close a loop, open a new loop that keeps them engaged. Here’s a more thorough explanation…
- Provide real value — New webinar presenters sometimes make the mistake of trying to pull an audience along without ever giving them real value. But the open loop principle above only works if you consistently close the loops and give the audience what they want. So make sure to offer some practical tips and advice during the second half of your webinar.
- Have an open Q&A at the end — 92% of people want an open Q&A at the end of a live webinar. So definitely include this during the end after you’ve provided value and pitched your product or service.
6. Free Book Offer
The more landing pages you make, the more you’ll start to realize that a landing page isn’t just a landing page… it’s part of something greater.
If you do it right, it’s part of a larger sales funnel — one that has upsells, downsells, and order bumps.
And one of our favorite sales funnels we use a lot here at ClickFunnels is our “Free Book + Shipping” offer.
We’re not the only ones.
Tons of entrepreneurs now use this simple sales funnel to bring in new customers.
You’ll need a book to get started — this could be an ebook you wrote or an actual physical book.
You’ll then use the book as a free gift to attract your target market to your sales funnel. After they opt-in to receive the book (you can ask them to pay the shipping to help cover your costs), you upsell them to your core offer — this could be a course you created, a workbook, an audio guide, or pretty much anything else.
We call this the Tripwire Funnel… and it’s crazy effective.
Here’s what this looks like in action.
On our DotCom Secrets sales page, this is the first thing visitors see.
So at this point, we’re just trying to sell the free book. If people click the red button, we then ask for their shipping information.
Next is the payment informant page with a few non-invasive upsell offers…
Now after they enter their payment info and click the big red button, we’ve already made the “sale” on the free book. The customer will assume that this is the end of it.
That’s when we show them this page…
This is our core offer… the real product that we’re trying to sell. It costs $97 and you’d be surprised at how many people take us up on it.
Not everyone does, of course.
Some people will say “No thanks” and just order their free book.
That’s fine — our costs are covered since we had them pay for shipping.
But the 10% or so of people who do take us up on our high-ticket offer make this sales funnel extremely profitable.
You can do something similar — in fact, click HERE to get your free Tripwire Sales Funnel right now.
This is the best way to sell your book online and make a lot of money doing it.
You just need to figure out what your core offer is going to be. Consider the following options…
- A workbook to accompany the primary book.
- A digital course that’s relevant to the topic of the book.
- Coaching, consulting, or freelance services (so long as what you do is relevant to what the book is about).
You can learn more about crafting your high-converting sales funnel over here.
Final Thoughts
Landing pages are a critical component of any sales funnel.
But they aren’t all created equal.
In this guide, we’ve shown you different strategies for creating landing pages that are effective at converting leads and making sales.
If you want to get started creating landing pages with ClickFunnels, then click here to get a free trial!
And if you want some help building your first sales funnel, then check out our One Funnel Away Challenge!
We’ll see you on the other side!