Creating a High Converting Photography Landing Page

Last updated on August 7th, 2024 at 07:21 am

Landing pages can help you get more leads that you can then convert into clients.

So how can you create a high-converting landing page for your photography business?

Design Your Sales Funnel First

Landing pages don’t exist in isolation.

They should always be viewed in the context of your overall sales funnel.

That’s why we recommend designing your sales funnel before you start working on your landing page. But what should your sales funnel look like?

We believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!).

This sales funnel has four stages:

• Bait – You offer the potential customer your lead magnet in exchange for their email address.
• Frontend – You offer the potential customer your least expensive and least valuable product or service.
• Middle – You offer the customer a more expensive and more valuable product or service.
• Backend – You offer the customer your most expensive and most valuable product or service.

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue.

We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue.

The reason why this sales funnel works so well is that it allows you to:

1. Start the relationship with that person by offering free value
2. Nurture that relationship by continuing to provide free value via email
3. Build trust by providing progressively more paid value at each stage

Here’s how Russell explains it:

You can learn how to build a sales funnel for your photography business here:

“Building A Successful Sales Funnel For Photographers”

Create a Super Valuable Lead Magnet

People won’t give you their email addresses unless you offer them something super valuable in return.

That’s why when it comes to landing page conversion rates, the single most important factor is the lead magnet.

A lead magnet is a freebie that you offer to potential customers in exchange for their email address.

It can be anything that they can either download to their device or access online:

• An ebook
• A webinar
• An email course
• A video masterclass
• A video course

…etc.

What matters is that your lead magnet:

1. Offers a solution to a problem that the potential customer is struggling with
2. Sets the stage for the upcoming sales pitch for your frontend product

For example:

 if you are offering dating profile photoshoots, you could create a lead magnet that explains how to improve one’s dating profile photos.

This would be appealing to your target audience, help you establish yourself as an expert, and set the stage for the upcoming sales pitch for your dating profile photoshoot package.

Use a Proven Landing Page Template

The second most important factor when it comes to landing page conversion rates is the design of the landing page.

That’s why we don’t recommend creating a landing page from scratch if you have no previous experience designing landing pages.

Online marketers have been relentlessly optimizing landing pages for more than two decades now.

It’s probably safe to say that at this point, it’s pretty clear what works and what doesn’t, which is why it makes sense to follow the established best practices.

And the easiest way to ensure that your landing page conforms to those best practices is to use a landing page template.

Our software, ClickFunnels, includes a library of proven, high-converting landing page templates for pretty much every use case imaginable.

So why waste time reinventing the wheel when you can simply do what has been proven to work for businesses like yours?

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Have a Headline That Conveys the Value of Your Free Offer

The third most important factor when it comes to landing page conversion rates is copy. But not all copy elements are made equal!

David Ogilvy, one of the best copywriters that ever lived, is thought to have said:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

He was a 20th-century man, so presumably, he was talking about print ad headlines.

We can probably safely assume that headlines are even more important today in the age of digital distractions.

After all, when a potential customer decides to check out your landing page, you only have a few seconds to grab their attention before they get distracted and move on to something else.

You want to convey the value of your free offer with your headline so that the potential customer would stay and read the rest of the copy to learn more about it.

How will your lead magnet make their life better? Emphasize that in your landing page headline!

You can learn more about copywriting for photographers here:

“7 Awesome Copywriting Tips For Photographers”

Have a Subheadline That Provides More Information About Your Free Offer

We also recommend adding a subheadline where you provide more information about your free offer. What’s included in it?

Say, if your lead magnet is a video course, the headline should emphasize its #1 benefit, while the subheadline should provide more details such as:

• The format of your course
• The length of your course
• The cost of your course

For example: “Learn Everything You Need to Know to Get Started With This FREE 7-Day Video Course”.

And yes, it’s important to emphasize that your lead magnet is FREE, so that the potential customer would understand that immediately.

This combination of a benefit-driven headline followed by a descriptive subheadline is powerful because page visitors will almost certainly read both.

That allows you to convey the most important information about your free offer in those few seconds that you have before the potential customer gets distracted by something else.

Display Social Proof on Your Landing Page

Social proof is a psychological principle that says that when people are unsure of what to do, they look at what others do in order to determine the best course of action.

In the business context, this means that whenever the potential customer is unsure of whether to trust you, they will look for indications that other people trust you.

You can use this to your advantage by providing social proof yourself.

There are two types of social proof:

• Direct social proof that relates to the offer in question – Typically, this means customer testimonials. Can you get a testimonial from someone who has benefited from your lead magnet?
• Indirect social proof that relates to you as a person – This can mean mentioning relevant credentials, accomplishments, awards, etc. as well as displaying “As Seen On” media badges.

You want to display both types of social proof on your landing page

In general, the more social proof you can provide, the better!

Make Your Call-to-Action Button Impossible to Miss

Every landing page needs to have at least one call-to-action button.

It should be:

• Large because the human eye is naturally drawn to large page elements first.
• Of a color that contrasts with the overall color scheme of your page because the human eye is also naturally drawn to page elements that stand out first. We recommend testing several colors to see which one works best.

This will ensure that your call-to-action button is impossible to miss.

We also recommend using specific call-to-action button copy (e.g. “Get Your FREE Ebook Now!”) as opposed to generic copy (e.g. “Subscribe”, “Download”, etc.).

Optimize Your Landing Page With A/B Testing

Don’t waste time trying to make your landing page perfect because you probably won’t get it right the first time.

Here’s what you should do instead:

1. Create your landing page as quickly as you can
2. Start driving traffic to it with paid ads and establish the baseline conversion rate
3. Use A/B testing to optimize your landing page and increase its conversion rate

And here’s how A/B testing, also known as split testing, works:

1. You create two variants of the same page: variant A and variant B. There should only be one difference between them – that’s the elements that you are testing (e.g. the headline).
2. Split your traffic into two and send half of it to variant A and the other half to variant B.
3. Let the experiment run until it reaches statistical significance, then analyze the results and keep the winning variant.

Most A/B tests won’t lead to anything and when you do see increases in the conversion rate, they will probably be small, although occasionally you might stumble upon some big wins.

However, if you continue A/B testing your landing page, those small increases will start adding up.

That can have a significant impact on your bottom line, especially when you consider it from the perspective of the entire lifespan of your business.

What to Do if Your Landing Page Isn’t Converting?

Okay, but what if you followed all the advice in this article, yet your landing page still isn’t converting?

Here are three potential issues that might be causing that:

1. Your lead magnet isn’t valuable enough – In that case, it’s best to discard it, go back to the drawing board, and come up with a better free offer.
2. Your landing page copy isn’t persuasive enough – It might be that your lead magnet is valuable but you aren’t conveying that value properly. In that case, you should use A/B testing to optimize your landing page copy.
3. You are driving low-quality traffic to your landing page – It might be that your lead magnet is valuable and you are conveying that value through your landing page copy, but the people you are sending to your landing page aren’t your dream customers and therefore aren’t interested in what you have to offer. In that case, if you are using paid ads to drive traffic, you need to improve your ad targeting.

We recommend evaluating these in reverse order: look at the traffic first, then at the copy, then at the offer.

Build Landing Pages That CONVERT With ClickFunnels!

ClickFunnels has everything you need to create landing pages that convert:

• Proven landing page templates
• Visual editor that you can use to customize those templates
• A/B testing functionality that you can use to optimize your landing pages

What’s best is that we have a free trial which means that you can check out our software without any risk.

So why not start building your landing page today?

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