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Effective Landing Pages for Online and Offline Businesses

“I have a website; isn’t that enough?”

“Landing pages are something only those Internet businesses use.”

“My customers don’t look for my services and products online.”

Fortunately most businesses have realized those are false beliefs. Or maybe it’s that businesses that didn’t change their beliefs have died away.

Either way businesses that know how to use online marketing to their advantage are thriving.

Email marketing has the highest response rate out of all marketing methods, PPC advertising can create huge returns, and affiliates can reach audiences you wouldn’t otherwise even know of.

Landing pages make all that success possible; without them, online marketing is useless to you.

Without effective landing pages your email list will stay limited to your mom. You’ll waste thousands of dollars into AdWords. And affiliates won’t touch your product – not even by accident.

In other words, landing pages enable you to sell more, regardless of what it is that you offer.

So, how should offline businesses use landing page design and what are the most important landing pages to have?

And oh, the same principles apply just as much to online businesses

Your Home Page

Have you ever visited a website, only to turn away when you saw the home page?

At least I do that quite often and for several different reasons:

  1. The design is so poor that I can’t expect much of the other content.
  2. I don’t really know what I’d get if I stayed.
  3. All the blinking ads, product pictures, and other clutter gives me a panic attack.

Your home page is the most important landing page youll ever build.

It will get more views than any other page, or even more than all other pages combined.

Should it say, Come closer. Take a look at all the great content we can offer. Heres what you wanted, right?

Or should it say, Check out me awesome blinking navigation bar with 49 links!

Should it say, “This is what I offer and I’m sure you’d benefit from having it.”

Or should it say, “Über-cool-life-changing-ideas-by-ME! Subscribe, Subscribe, Subscribe!”

Should it say, “Choose what you’re most interested in and get quality content related to that topic.”

Or should it say, “OMG! I just broke some record of how many product ads I can fit into just one page!”

Your home page needs to do four things…

1. Say Hello

Many of the people who come to your home page have never before visited your site, nor know who you are.

What would you do if you had houseguests like that?

You’d welcome them and tell them they came to the right place.

What if those guests are some celebrities that all of your neighbors would love to have as guests too; you’d have to convince you’re a better host than your neighbors.

That’s the situation online; your visitors are potential customers that your competitors would love to have. And many visitors are inclined to check out your competition before even contacting you.

The next three things help keep your visitors from leaving, and at least from forgetting who you are in case they do leave.

2. Be Very Clear about What You Offer

If you run a real estate business, you’d say you sell houses. Right?

No! All your competitors can say that too. You need to tell your story in a way thats best for your potential customers.

You have to be specific: “I sell affordable family homes in the lovely west-region of Antarctica for people who value beautiful nature and peacefulness, and I have 245 years of experience doing it.”

But don’t say it like that. Break the idea into pieces; tell it with pictures and videos, testimonials and bullet-points.

But what if you sell houses at the North Pole too?

3. Self-Selection

So, what if you offer more than just one thing? For example houses on the Antarctica and on the North Pole.

Your home page can no longer serve all of your potential customers perfectly, since you can’t know what exactly they’re looking for.

Fortunately they know what they’re looking for and your home page’s job is to make sure they get closer to it.

Many huge multinational companies force you to choose your country before anything else. That’s probably not a good idea for your site, but the principle works; you force visitors to pick the content that best suits them.

If you had the real estate company, your home page could have two huge buttons (a certain type of call to action), one for each location or buttons for each type of house you offer. The next pages would then be optimized for the selection the visitor made.

4. Call to Action

Call to action is the small difference between a page that informs and a page that converts.

What the call to action should be on your home page then? It can be just a “self-selection” button, email list sign up form, contact form, or even a “buy now” button.

Example of a front page that has clear self-selection options and also asks for an opt in.

What’s the best call to action on a home page depends on several things.

  • Your goals
  • Your products
  • Your visitors
  • Other elements on the page
  • Etc.

Unfortunately I can’t give you a simple answer. The only rule I can offer is this: ask for the biggest commitment that your potential customers are willing to make at that point. And offer smaller commitments for those who aren’t quite there yet.

That “large” commitment could be contacting you for a quote. And the smaller commitment could be watching a video about what you offer, or just clicking a link.

Check out this crazy example that hopefully explains some of the last ideas…

What Else Should Be on Your Home Page?

Nothing. It’s that simple.

Always make your home page as simple as possible; tell and show enough to keep visitors from leaving, but nothing more.

Have you ever stood in front of the ice cream shelf feeling as confused as after reading this sentence, “The hamburger, ‘Hamburg hamburger’, in Hamburg at, ‘Hamburgers of Hamburg’, is the Hamburgers’ favorite hamburger”?

The confusion with ice creams comes from having too many choices. The same happens on many home pages; as well as other landing pages.

Even the best home page should only be the first in a series of pages meant to drive visitors to action. Next up: the most usual type of landing page, which is also the one people most often do a poor job with.

Product Pages

“But I don’t sell anything online…”

You do sell something, right? That something needs a landing page.

80% of Americans use the Internet. That’s including infants, elderly, the blind, and those who believe using electricity is a sin.

In other words, your audience uses the Internet. Should they find you and your products there too?

Lets say you sell bricks in your, “Quality Bricks for Builders”, store. And you refuse to see that many people would probably like to order your bricks online.

Well, you should still create landing pages for your bricks.

If you don’t sell the product online, then your landing pages’ function is to make decision-making easy.

Good product pages help your potential customers find what they want and encourage making the purchase.

Some offline companies are – quite successfully – using shopping lists on their web sites. They let you browse their catalog and make a shopping list that you can print out and take with you to the actual store.

Product pages are also ideal for PPC (Pay Per Click) advertising (like AdWords). They’re highly focused, they tell the visitor all they need to know to make a decision, and they’re easily customizable for different ads.

But product pages aren’t just about PPC advertising, search engine optimization, and customer service; you need product landing pages for effective email marketing.

Email Marketing

As mentioned before email marketing has the highest response rate out of any direct marketing method.

And it works just as well for offline businesses as it does for online businesses.

The first step is always building a list; without one, there’s no email marketing.

And when you have the list, you can drive your business with it.

But you can do neither successfully without effective landing pages for both steps.

Opt In Landing Page

To get people to subscribe to your list, you need a landing page that accomplishes that. Sure, you can just add an opt in form to your sidebar, but a dedicated landing page will have a much higher conversion rate.

There are several things most businesses do wrong with opt in landing pages.

  1. They don’t give a good reason for subscribing.
  2. They don’t directly ask you to subscribe.
  3. They make subscribing too difficult.
  4. They mess up the design.
  5. They attract the wrong people.

Here’s a video that explains these ideas and shows you how to build an opt in landing page that works:

More about landing page optimization.

Check out the example that works.

But building the list is only the first step. Sending the emails and creating results is a different thing completely. But again landing pages make that easier…

The Email Landing Page

First of all, What the hell is an “email landing page”?

Have you ever received an email that has a link to a web page?

What about an email that gets you to click the link, but you leave the page where it lead without taking any action?

Most email marketing needs landing pages to be the conversion point, regardless of which of the three email marketing strategies you use. And most companies don’t know how to build landing pages that “seal the deal”.

If you don’t sell the product online then your goal with the product page is either to inform (which will hopefully lead to sales) or to get the visitor to make the purchase decision and contact you.

So, how do you build an effective email landing page?

Here are a few guidelines to help you get started:

  1. The landing page has to continue from where the email left the reader.
  2. Stay focused on the message and your goal.
  3. Add value (information, promises, proof) to the email.
  4. Make the offer simple, clear, and easy to act on.
  5. Too simple is always better than too complicated.

What to Do Right Now?

Okay, you know you need effective landing pages to promote your offline (or online) business well. And you probably have some ideas about how you can use them or make them better.

But before you start writing code, A/B-testing, and obsessing over conversion statistics, do this very short thought exercise:

  1. Think what you want new visitors to do when they come to your site. Do you want them to contact you? Do you want them to find the best products for them? Do you want them to opt in to your email list? Something else?
  2. Open your home page.
  3. Look at each element on the page and think do they direct the visitor to your goals?
  4. Now imagine removing every element that doesn’t help your goals.
  5. And finally make the remaining elements more powerful with the extra space you now have.

Are you serious about landing page testing and making your landing pages better? What would happen to your business if your conversion rate would increase?

If you want to better your landing pages’ conversion, here’s what I can do to help:

  1. Leave a link to your landing page in the comments below. I promise to check it out and reply to you. Can you think of a reason why you wouldn’t use this opportunity? If you don’t have dedicated landing pages then use your home page.
  2. Download my FREE Landing Page Checklist. It explains the 11 most important keys to high conversion. Once you read it, you’ll know more about landing pages than 90% of other business owners.
  3. Get a Full Landing Page Evaluation that tells you clearly how you can increase your conversion. This is what I do and know. If you don’t agree, you pay absolutely nothing for it 😉

About Peter Sandeen

Peter Sandeen dreams of sailing with his wife and dogs on the Finnish coast-unless he's helping someone build a clear marketing message and strategy that creates sales consistently. Download the quick 5-step exercise that shows what ideas are most likely to make people want to buy your products and services.

128 thoughts on “Effective Landing Pages for Online and Offline Businesses

  1. Hey Peter…fantastic information! Figured I’d take you up on your call to action. 😉 Though my site’s still really new…less than 2 months…I def already have seen an increase in optins by going with a dedicated L.P. and allowing the option to bypass it, than sending people straight to my site. Still a crazy low number, but just getting things going on it…it’s coming along.

    PS…interesting ideas about “gaining committments” in little and big steps.


    • Hi Brandon,

      There are lots of good things about your page; the logo looks very professional, the list of places where your guests have been adds a lot to your credibility, and the call to action is very clear.

      Okay, here’s what I would suggest you could do:

      1. The list (“Online Marketers Speakers…”) looks like a navigation bar. You could add a few words that explain that the visitor will get interviews by these people. Something like, “Interviews of…” would be enough to make it clear.

      2. The three bright web-safe colors (blue background of “Awesome…”, red call to action, and green button) is less polished than the rest of the page. The red call to action is good, and a green button will work if you make it look more like a polished button.

      3. You could have a little more room between the logos. Now they’re a bit crammed together.

      4. You could either change your picture to something more “professional” or take it away. If you’d be selling “yourself” (like a service or if you were famous), using your own pick – even a casual one – would work well. But now you’re “selling” a prestigious “club” and people join to see the interviewees instead of you.

      Did that make sense?

      Peter Sandeen

      • Peter,
        Thanks for the insights….and you know what…I was kind of thinking a lot of the same things you mentioned, in particular, about how it almost looks like a navigation bar. I like your idea better.
        Thanks for review.
        PS. I love how you are using these small commitments on a guest post to build YOUR credibility and your desire to give. Great job.

  2. Hi Peter

    Thanks so much for this offer – too good to miss out on.

    Great point on good design – people make an instant decision whether they’re going to give you the time of day.

    I’ll take you up on your offer of checking out my site.



    • Hi Rebecca,

      I really hope people who would benefit from your advice find your site 🙂 It looks to be very valuable.

      Here are some thoughts:

      1. You could make it even clearer what you’re about. It took me a moment to be sure if you’re teaching people how to overcome binging. Maybe add a clear tagline that tells what the visitor will benefit from reading your posts.

      2. It might be that I’ve never used a food diary, but I don’t know what the idea is. Or more specifically I don’t know what the value is. So, you could add a couple more sentences that tell exactly why your food diary will be so valuable to the visitor.

      3. You could also add a picture of the diary (if it doesn’t already have a nice cover image, you can create one) to make it feel more “real”. It’s not that people would expect you to be cheating, it’s just that when you see what you’ll get, you’re more likely to take action.

      4. “Testimonials” is written with really small font. That might be the most important part of the page, but now it’s not very prominent. You could ask the testimonial-givers if they would allow you to use their pictures next to the testimonials; it adds credibility.

      5. “Work with Becky” is also quite unnoticeable. It could be written with a bigger font and/or there could be a picture of Becky (is that you?) or a noticeable button under the text to draw attention.

      Let me know what you think 🙂

      Peter Sandeen

      • Hi Peter

        Thanks for the vote of confidence – I certainly need to work on getting more targeted traffic.

        I think that the points you make are very valuable and I’m going to implement the changes that you suggest.

        I know my optin needs to be better – targets my ideal clients more specifically – and I’m working on that. I’ll perhaps just keep the food diary optin to the relevant blog page which does draw traffic.

        With regards to the testimonials – I understand what you mean about photos adding credibility but a lot of my clients are very private and given the nature of the work I do I’m not sure they’d want the world to know they’re struggling with these issues. It’s worth asking though.

        Many thanks


        • Hi Rebecca,

          Yup, you might struggle with getting photos and that’s very understandable. Another thing you can ask for is their home address. Obviously not the street address, just the country, state, city is enough to add personalization to the testimonial and make it feel more credible.

          And by the way, I really like your header pic; it’s positive in a great way 🙂

  3. Great post Danny

    The problem many people (me included) have with selling services from a website is that you have to ask for two conversions in effect – ‘get a quote’ and ‘join my email list’. I’ve not yet seen a satisfactory resolution to this problem. Do you get the prospect to join your email list – then email them about your core services – or…get them to request a quote and ask them if they want to join your mailing list at the same time? (I do both at the moment).

    With relatively low levels of traffic, it’s hard to test this conclusively?

    What do you think is the best model Danny?

    Cheers 🙂


    • Hi Loz,

      Don’t worry, I don’t mind 🙂

      I think the question is a bit “off”. Here’s what I mean:

      You want people to opt in so you’ll be able to create a relationship with them. And that hopefully will lead to them getting a quote from you, right?

      So, there’s only one goal and two entry points (one very close to buying, and the other further away).

      Obviously you can ask if they would like to opt in to your list when they ask for a quote… That could lead to more work, or if the quote doesn’t lead to sales immediately, you won’t lose them forever.

      Let me know if I understood what you were asking 😀

      Peter Sandeen

      PS. Why wouldn’t you opt in to my list to get more stuff like this post? (Just an example of the idea that when you interact with people, you can ask for them to opt in 😉 )

      • Thanks Peter

        Yes, you’ve answered my question thanks.

        However, I’ve always thought having two points of entry to the list would dilute the process and make it confusing. I understand if the call to action is a simple email sign up – but adding in the quote as well always seemed to me to be muddying the waters a bit for the reader, eg – what do you want me to do – get a quote, join your list or what?!

        So basically what you’re saying is that perhaps the best strategy is to go for the email first – which means the page must be initially focused on email sign ups – and everything else (including quotes) can flow from this process.

        If that’s the case, to sell my services effectively, I’d have to give away some kind of free guide related to the process of buying content (as I sell copywriting services) – and just funnel everyone onto my list first?

        Sorry about the long post but this is essential stuff 🙂



        • Optimizing your sales funnels is a bit more than what a comment can cover (and I’m “launching” a new service for that in a couple of days 😉 ), but I’ll try to give a short answer…

          Having two “calls to action” in a single page isn’t a problem if the page is just “some” page. You want your landing pages to be more specific.

          In your case it might work best to concentrate on getting people to ask for a quote and give the opt in box as an additional option (that people will find if they want it). You can write blog posts that direct people to opting in and obviously have an opt in box in the sidebar. But keep the quote call to action the most prominent.

          But as I said, it’s way more complicated than that and without knowing more about your system, I can’t really say anything with conviction 😉


  4. Another great guest post Peter I am glad Danny has introduced you to us. I am launching my site/blog and have taken some advice from Danny on different ways to request calls to action on my main page. In the near future I will see how well this works out and I expect some great results, definitely better than they were going to be originally.

    I have also reached out to you on your website, twitter, etc. (Thanks for following back) and I look forward to implementing some of your landing page strategies.

    Two things really stuck out for me in this post 1) KISS – simple is better, don’t over complicate things. Secondly, your points related to Item #2 — Be Very Clear about What You Offer… “You need to tell your story in a way that‘s best for your potential customers” emphasizes for me the importance of knowing our target market and as many details about them as possible.

    If you can make buying in the home in the Arctic sound enticing I think the sky’s the limit with how effective we can make our Landing Pages!

    Have a great day Peter!

    ~Freedom Sentinel

    • Hi Adam,

      Thanks, I wrote my very first (really, the first I ever wrote) guest post for Danny some months ago, and I’m happy to write more as long as he wants them 🙂

      Let me know if you have any questions…

      …and I live in Finland, so the idea of living in the Antarctica isn’t too far fetched 😀

      Peter Sandeen

  5. Hi there! First of all, thank you for the great post. I think that you outline some of THE most important parts of not only a landing page, but a business, too. To ask for the sale is so crucial that a lot of people wind up forgetting about it alltogether. When that is said, a short critique of my landing page for an ebook I sell would be awesome.

    • Hi Alex,

      Your landing page is actually really good. There’s only some relatively small things I’d change.

      1. The buy now button is HUUGE. It’s okay to make it BIG, but when it’s so prominent, it’s the first thing you notice on the page. And then you know someone is trying to sell something to you. Nobody likes to be sold (they like to buy). So, I’d make it smaller.

      2. The price of the book is low for the promised value; you could make it more clear.

      3. You could mention the free sample chapters in the video, so people don’t assume they’d have to go on blind faith.

      4. There’s no footer, which looks a bit amateurish. Just a copyright note would make it look more polished.

      5. The sub-head could be a bit bigger; now it kind of blends in (it’s well-written so I’d make it more prominent).

      Hope these help. Let me know what you think 🙂

      Peter Sandeen

      • Hey Peter, thanks a lot for the tips. I just implemented a few as well as starting a split test with a smaller button. I’ll let you know how it goes – and thanks again! It’s always nice to have a pair of new eyes to look over something for you 😀

        Take care,

          • Hello Peter,

            So far, the big button actually converts most visitors – around 24% more. But I’ll continue on with the tests testing color and text, too.

            Take care!

          • Hi Alex,

            Thanks for checking back and sharing your results 🙂

            If you start testing the color, I recommend trying green and red before other colors.

            As for the text, you could test a more descriptive call to action (and also other generic ones like, “Add to Cart”). I just assume a more descriptive call to action could convert better.

            Let us know how it goes 😉


    • Hi Carol,

      Thank you, I’m happy to hear it helped.

      I think there’s a lot going for you on your site. It’s clear what it’s about, there’s a lot good pictures, and the design in clean.

      Here’s what popped into my mind:

      1. The link at the top navigation to a free trial would probably get clicked more if it didn’t say 30 free trial. You might want to test that, but I’d expect some people to be put off by the idea that it’s something you’re trying to sell to them. If it only said “my digital studio express” it wouldn’t feel like you’re selling anything.

      2. If your goal is to sell something (the “my digital studio express” or products or something else) you could have that featured on your home page. Maybe some pictures of your products under the header or something like that.

      3. You could remove “sign up for my newsletter to” from the sign up box without losing any meaning. It would make the headline have more punch and the value would be clearer.

      4. I’d remove the ad for AWeber from the sign up box. Unless you’re goal is to make affiliate sales, it only distracts visitors from your call to action (sign up).

      5. Your tagline might work better without the mention of North Jersey. Or you could mention it at the end of the tagline. Now it’s very prominent and I’m guessing most of your website visitors aren’t from North Jersey?

      Let me know if that didn’t make sense (or if it did) 🙂

      Peter Sandeen

      • All great comments, Peter! I will be taking action on all of them this week.

        It’s a great idea to add pictures of the key products where they will be seen immediately – I have been nervous that there was not enough focus on what my company offers for sale amidst the other info.

        You have pointed out a number of spots where I have distracting information – all are spot on! And it’s funny, I originally started as a local (North Jersey) business, offering local classes only, and have since expanded my focus to be a national online business… but I have looked at the header so often I didn’t even remember I had the location in the tagline! Great to have some fresh, experienced eyes.

        I look forward to reviewing your other infomation – thanks so much for your time & expertise!

        Carol G

  6. This is some great stuff Peter – thank you! I was thinking about the landing page design elements you discussed and how some of that is difficult in WordPress – because of the cascading style. Do you use something like Optimize Press or what do do the sites/landing pages? Related to that is – would you typically use a subdomain off your main site for the landing page(s)?
    Thanks again,
    PS – I did subscribe to your list – and you did read this PS 🙂

    • Hi Mark,

      You’re right, most WordPress themes don’t even attempt to help you with landing pages (or conversion for that matter)…

      I build most of my landing pages from scratch (though I’m using templates that I’ve built before). And sometimes I use Premise. I haven’t tried Optimize Press but I’ve heard a lot of good things about it.

      One thing you could consider is buying just a template for your landing pages. You can pick it from a drop down menu when you create a page in WordPress and just create a page like any other page. I haven’t looked for good templates like that and I don’t know if you’d get a customizable one or just a really rough template. Let me know if you need help, I can create one for you quite quickly 😉

      About subdomains… I don’t know if you meant separate domains ( or subdomains (

      I’d stay away from subdomains unless you really can justify them (for example you might have a separate “shop” section in your site, which could then be found at

      Separate domains are a lot trickier. There are good reasons why you should and why you shouldn’t use them. I can’t give anything even remotely resembling a definitive answer in a comment, but here’s the very-short-version:

      If you’re selling something clearly separate from your main domain (you blog about fishing, but you sell hiking gear) you might want to use a separate domain. But if the connection is clearer, I’d *usually* stick to having just one domain.

      …but there are many exceptions to that rule.

      Let me know if that helped at all. And if you have an example, I’d be happy to tell my opinion…

      Peter Sandeen

      PS. Thanks, I’ll do my very best to make you happy about that decision 😉

      • Thanks Peter,
        I hadn’t thought about the custom page theme idea (still learning the ins & outs of WordPress). I’ll check that out. Perhaps I’ll need to take you up on the offer of creating one for me. I look forward to getting to know you better.
        Take care,

  7. Oh, this is very timely! I’m in the process of converting a site from just a making-of-the-book production blog to a news and community site and, yes, a landing page is at the top of the list. Would love some feedback on my fledgling attempt!

    • Hi Jennifer,

      I think your landing page is pretty good; it tells the visitor who the book is aimed for, what it is about, and some enticing details. Good job in my opinion 🙂

      But sure, I’ll give some ideas:

      1. The search box looks to be out of place. Could you move it to the right edge of the navigation bar?

      2. You could do more with the headline. “Welcome” is okay, but it’s as general as it gets. Something more specific would make the page more inviting. You could even use the first sentence of the page as the headline, I think it would work very well.

      3. The order now link doesn’t look like a link, it looks like a sub-headline. If you change it to blue text or just underline it, it’ll look a lot more like a clickable link. You could at least test a button style too… Or use “Click Here to Order Now” instead of “Order Here” as the text.

      4. The sentence after “Order Here” is great, but I’m afraid some of the readers will miss it. You could break it up into bullet-points (I really think the ideas are brilliant… XP for cooking 😀 ) to make it more eye-catching.

      5. You could make all the fonts slightly bigger. The paragraphs are so small that they almost seem unimportant.

      Let me know if that makes sense 🙂

      Peter Sandeen

      PS. I assumed the goal of that page is to sell the book more than to get people into your community.

      • Good to know I’m on the right track–thanks for that!

        All good points about the fiddly details–many of which I was already puzzling over. Like Mark, above, it’s somewhat a matter of working within the confines of WordPress themes (though the template idea definitely has merit–I’ve used a Coming Soon plugin on another site that I might be able to monkey around with to get more design control for this landing page).

        And, yes, definitely the goal is to sell the books!

        Thanks again!

    • Hi Ilse,

      The page looks good, the copy works, and the product looks like a very good offering for your audience. 🙂

      Here’s what I’d do:

      1. Take away the sidebars; they’re a distraction.

      2. Take away the ads; they’re very distracting.

      3. I’d use a picture with more than one purse. Maybe one made of satin (for party purses), one made of leather (people love leather purses, but hate to pay their high prices…), and the one you currently have there (really cool).

      4. I’d make the point about having a professional-looking purse that’s really cheap compared to “real” ones in the sub-headline. And I’d mention it only takes 45 minutes too.

      5. You could take away almost everything at the end of the page.

      6. You could mention what a great topic it will be to talk with your friends… and then mention you can sell them to your friends and make a nice quick profit while making your friends happy 🙂

      So, apart from cleaning the design a bit, the page is really good.

      Let me know what you think…

      Peter Sandeen

      PS. I have “some” experience in sewing…

  8. Hey Peter,

    great post – I think I have 3 landing pages though to be honest I’m still struggling with the idea of a landing page in general. I definitely need to learn a little more about it. Here is what I have so far:
    – Homepage: (3 places to join list but maybe not a ‘landing page’ as such?
    – Opt-in page:
    – Every other page than homepage (e.g. blog posts): maybe effectively also a landing page as I have included a section at the bottom to get opt-ins

    I also read somewhere that creating a separate landing page for traffic from any guest posts you do (i.e. tailored to that audience) is a good idea, which certainly sounds like a good ide to me too but I have to admit I haven’t done that yet…

    • Hi Alan,

      I’ll try to explain a little more then 🙂

      Landing pages are pages that only have one purpose; to get the visitor to do one specific thing. Nothing else.

      If you have anything else on a landing page, its conversion will drop. But that doesn’t mean you should always only have a “buy now” button and no other links (or text). Instead every element (including links) should be there to get that one action done.

      Did that clarify anything?

      About your pages: The home page only has one place for opting in and it’s at the very end of the page…

      I’d add an opt in box at the top of the page (under the header stuff).

      You could also change the name fields from separate fields for first and second name to just “name” or “first name”. Or you could consider if you really need the name at all (there are advantages to having your subscribers’ names, but if you’re nor sure you need them, don’t ask for them).

      Here are a few ideas about the ebook landing page (which by the way has a really good looking cover):

      1. You could remove “Join our list” from the headline. People opt in to get the ebook. If you mention opting in to a list, they might avoid it.

      2. The sub-headline repeats subscribing, which isn’t the focus (or at least I thought the focus is the ebook).

      3. The copy of the page could be more about the ebook and the value it will bring to the visitor.

      4. The submit button should have a clearer color; grey doesn’t stand out at all (it even looks like the link isn’t working).

      5. You could clean the design by simplifying the header and (almost) removing the footer and so bring the focus more on the call to action (and increase your conversion).

      Let me know what you think 🙂

      Peter Sandeen

  9. Hi Peter,

    thanks so much for the detailed response. I guess in that case a home page isn’t a landing page then? As by definition (at least on mine but I guess on most sites) it has a lot of paths off it only one of which is convesrion?

    On my home page there are 3 places, but maybe technically only one – there is a ‘Get on the List’ button and a ‘Free Updates’ link as well as the opt-in you mention.

    I think it’s important to address people by their first names in the emails they signed up for. I added the surname because I figured if someone genuinely wants to benefit from the content and have a relationship with me and my business, then it’s not a big ask for them to provide their name – I may lose some people this way, but I don’t think many and those I lose perhaps were too anonymous anyway? That was my theory anyway – plus the surname is optional.

    I thought about an opt-in high up and still may do that but want to keep the site looking minimal. Thanks for this feedback – I’ll certainly give that some more thought.

    I care most about the readers experience which is why I keep it as minimal as possible, have no sidebars for posts and removed all ads and don’t have any affiliate links either.

    Thanks for the comment re: the e-book cover I really appreciate that.

    I also really like your feedback – specifically:

    1 – I’ll consider it but also want to be clear that they are joining a list (sure the e-book is an added incentive but they are getting a lot of value from being on the list – maybe I need to make that clearer)
    2 – Ooops I don’t like repeating myself – will definitely take a look at that
    3 – Yep, or clearer about the benefits of being on the list itself
    4 – Good point, I never thought about that, though it is kind of my ‘theme’ maybe I can stay minimal but be a little more colorful 😉

    thanks again for the feedback Peter and for the great post in the first place – I really appreciate it!

    let me know if there’s any way I can return the favor (you could always sign up for my list and then drop me an email ;-))

    take care & best wishes,

    • Hi Alan,

      Actually your home page is your most important landing page 😉

      Another one of my guest posts came live today and that’s about home pages, maybe you’ll find it useful 🙂

      What I described was a “traditional” idea about landing pages. Basically a landing page is any page where you “land”. So, every page is a landing page. When you create a page with the intention of getting the visitor to take specific action (there could be more than one option), you could call it a landing page. Semantics…

      You could sign up to my list… 😀 Honestly, you could check out the Landing Page Checklist mentioned in the post; I think you’d find it valuable.


  10. In any landing page or website you have to understand and value the UX ( user experience) above all, this is about HOW they feel when they are in the landing page.
    How they react to the call to action. Study shows storytelling ( visual or narrative) has a great effect on UX quality

    • Hi Saya,

      You’re right; user experience is the first and most important thing.

      Fortunately the best user experience usually means directing the visitor to the most valuable content. And that in turn is in line with your business goals 🙂

      Yup, storytelling works with web design too… It’s not always as easy to do, but if you get it right, your site will offer a great experience for users.

      Peter Sandeen

  11. Hi Peter,

    What a fabulous post, thank you. And very timely as I have been planning a ‘revamp’ of my website. I’ve had it for a year now & am not entirely happy with it – and the home page in particular.

    My home page can be found at I am very interested to hear your thoughts, especially with regards to the “self-selection” element you mention in this post.

    My business has both a face-to-face element (in the form of 1-1 personal training or small group exercise) as well as an online element (the blog & 2 upcoming programs).

    I had been leaning towards dividing it between the ‘face-to-face’ and online element. But where should the blog sit (given it supports the face-to-face elements as much as it does the online aspect)?

    I look forward to hearing from you.

    Best wishes,

    • Hi Jen,

      Your home page looks good 🙂 Just the call to action is missing.

      I’m not really a sports “enthusiast”, but the topic still interest me. But I don’t know what to click on the home page.

      The box with the rotating pictures catches all attention and it isn’t clickable, so you’re missing out on an opportunity there. You could have three pictures there:

      1. A picture of 1-on-1 training with a link to more info about it.
      2. A picture of online courses with a link…
      3. A picture about your blog with a link…

      You’d let visitors self-select the thing that they’re currently most interested in, in a very easy way.

      Your navigation bar is quite complicated; I’d avoid two-row navigation if possible.

      The section that’s below the picture box is a bit complicated. There are six pictures, more than 10 links, and several short paragraphs. You could use the entire area to tell who you are, what visitors can expect to get from you, and maybe mention your book. That would give them a clear understanding about what the site is about.

      And the section at the very top with the social media logos feels out of place. Maybe you could promote your book in that bar or something like that?

      Let me know what you think 🙂

      Peter Sandeen

      • That’s incredibly helpful, thanks Peter. Your advice actually confirmed a few things that had been troubling me about the homepage but it was nice to get a third party view. Being so close to a site, it’s impossible to look at it objectively.

        Thanks again!

  12. Excellent tips. I love those websites that pull me in with a personal story like you suggested. I also like to see someone’s headshot featured prominently so I know who’s running the show without having to dig too deeply.

    • Hi Jason,

      You’re right; a headshot is good to have on many sites, but I’d say not all sites. If the site is personal, then put a picture there, but if you’re not selling your services, or advertising *your* brand, then the picture may not be that important.

      If it helps you to create a personal connection with the visitors, then you should definitely have it. It’s just not a rule without an exception 🙂

      Peter Sandeen

    • Hi Christina,

      The page looks good; it tells the reader what they’ll get, and there’s very little distractions 🙂

      You could maybe make these changes:

      1. In the header it says, “USA Headquarters…” All that makes the page seem very “official”, which might not be in line with the feeling of the ebook.

      2. You don’t explain what an alkaline diet is or why it should be beneficial. The second to last paragraph does give a glimpse, but not really go to the core of the idea. It might be okay, if all your visitors are VERY familiar with the concept, but usually that’s not the case.

      3. The picture would work better if you could see a happy smiling face instead of a “slouching” and almost frustrated looking person. Or you could get even a higher response if you’d use the cover image of the book.

      4. The submit button would work better if it said, “Download…” instead of “Request”. “Request” sounds like a commitment, unlike “download”. Or you could change the phrase to “Instant Free Access”, which tends to get the highest response (though your audience may prefer something else).

      Let me know what you think 🙂

      Peter Sandeen

  13. This is an epic post. Though I could not read words for words (maybe i will come back later) I was still able to pick some stuffs from the article. One thing that caught my attention is the website that was embedded in front of the YT video – another lesson here!

    Even the President of United States knows the power of landing page – go check the Us website and come tell me if I’m right or wrong.


    • Hi Sheyi,

      You’re right; the White House’s home page (tell me if that’s not what you meant) is an example of a good landing page.

      But: looking at it, I decided to make a video “critique” of it. I’ll publish it in a couple of days and I’ll post a link here, so you can check it out 😉

      Peter Sandeen

  14. Hi Peter,
    This information is very informative and I did download and read your Landing Page Cheat Sheet. I will also be checking out the other helpful material that you sent by email, thanks so much. I would like to request that you take a look at my homepage and give me some feedback on it as anything would be of great assistance.
    Thank you in advance.

    • Hi,

      Here’s what I’d do:

      1. I’d change the title text from blue underlined text (which is a link) to something more refined (more like a logo).

      2. You could consider a different set of pictures that more clearly communicate what the site is about. Now I understood the connection only after reading the page.

      3. I’d remove the badge and the image next to it that repeats the title and tagline. They distract the visitor from the value of the page.

      4. Think about writing a couple more paragraphs about what your site is about. Maybe your target audience knows it without any more explaining, but at least I’d want to know a bit more before clicking any links.

      5. The first set of links in the sidebar is the same list of links that you give on the page. You could even take the sidebar away from the home page.

      Let me know what you think.

      Peter Sandeen

      • Thank you Peter for your incredibly fast evaluation and insight. I have taken to heart some of your suggestions and implemented them. Unfortunately one of the suggestions I am unable to do although I totally agree with you on it, however, the template I use will not let me make the change. I have considered using a different platform and rebuilding the whole site, but there are some features of this template I do like that make changes to the site very easy. I will send your suggestion to the designer and see if an adjustment can be made concerning the header.
        You have been most helpful and I am now following you on Twitter.

        • Hi,

          I don’t know what platform you use, but I would suggest at least trying out WordPress (I know it’s a blogging software, but it provides an incredibly useful structures for any site).

          Let me know if you have any questions 🙂


  15. hi Peter,
    Sorry I got to the party a little late 🙂 First off, this is one of the best articles I have read in a long time. Thank you. Really detailed, to the point and helpful – you’re right, definitely ‘no filler’. Love your style. If you’re still open for orders, I would really value your feedback on this page I just created – so true about not being able to see the wood for the trees when it is your own page.
    I see you recommend Premise, do you find it easy to use and can you load it into a sub-directory if you are using a custom them on your blog? Thanks again for a great article, speak soon 🙂

    • Hi Mandy,

      No problem, I’m happy to help. Sorry, that my reply to so long; I was sick and couldn’t really focus on anything…

      There’s a lot of good things about your page: there’s no distractions, it’s to the point, it communicates the value the visitor will get, and so on…

      Here’s what I’d do or at least test:

      1. You’re asking for the phone number. Why? Will you call subscribers? I’d expect that (asking for the number) to lower your opt in rates. And you don’t ask for it in the last opt in box.

      2. I’d make the video slightly bigger. There are a lot of things happening on the page and the only real focus point is the video. If it were bigger, it would calm down the page and get more people to watch the video.

      3. The “Attention: …” box is slightly distracting. The content is really good, but now that it’s separate from the rest of the page, it creates a strange flow: I notice the headline (“The Big 5…”) before the attention box, and my eyes and focus jumps up from the actual headline. I’d try to keep the flow going down the page; it’s just more pleasant to read. And it would make it more likely that people watch the video.

      4. You have two submit buttons for one form. I don’t know if that’s really a problem, but it’s slightly confusing since people expect the submit button to be directly below the form. But really, that might not be a problem at all 🙂

      5. The testimonials are good, but if they were shorter, more people would read them.

      Hope these help 🙂

      Yes, I recommend Premise. It’s easy to use, and your theme doesn’t make a difference. I just wrote a quick FAQ about landing pages (and Premise) that you’ll probably find useful. Take a look at: and tell me what you think 🙂

      Let me know if you have any questions.

      Peter Sandeen

      • hi Peter,
        Sorry to hear you were feeling rough, hope you are feeling better now.
        Thank you so much for your opinion. Really valuable feedback, thanks.
        Re. Premise, it looks great and you landing page faq’s were great. It says that premise operates independently of your site and so your theme will not affect premise. But what if your theme is customised, will premise override that customisation on the rest of your site? Or does it operate totally independently from the rest of your site? I couldn’t find the answer on the premise site?? If you know, that would be great.
        Thanks again 🙂

  16. hello! I mean that I use woo themes and the theme has been customised to create my own look, feel and branding. Will uploading Premise compromise that? For instance, I think if I used Optimise Press, it would ‘override’ my own custom settings (home page, background colours etc) as it is a whole theme in its own right. I wondered if the same were true with Premise or whether you can load it alongside your current theme without it changing your current theme?
    Hope that makes sense…

    • Hi Mandy,

      Premise will not (it can’t) do anything for or with your theme. It’s completely separate, in good and in bad.

      You can add header and footer “scripts” that can be identical to your site’s header and footer (or whatever you want). If you do that, you’ll notice they recommend using these boxes for adding tracking scripts etc. but they work just the same with HTML code, so you can just copy-paste the header/footer there to have a consistent look. But the CSS styling of your theme will not have any effect on the scripts (or anything else on Premise pages), so you’ll have to include those stylings inline. If that makes no sense, let me know and I’ll explain 😉


  17. Holy… Peter.

    Epic post man!

    I love your passion for landing pages (which I’ve said before), and I continually evolve Ryze’s homepage.

    Anyway, with the debut of Clay Collins’ “Welcome Gate” Plugin, I may have to evolve it yet again, and I’ll keep all your tips in mind.

    Great stuff as always man.

          • It’s a bit tough to split test, as the old one and the new had such different traffic levels, and even different markets.

            Technically it converts slightly better, but I’d really love to see significant improvement.

            NOTE: I may be an interesting case though, because I intentionally make barriers to access (psychological one’s, not physical one’s) a bit higher than most people, because in my experience people treasure things that are ‘rare-er’ and I very much want them to treasure what I offer.

          • You’re right; it’s impossible to (reliably) split test pages unless they’re used for the same audience simultaneously.

            It’s sometimes a good idea to make the barrier to entry “high” to make sure the people are serious. And in your case it might be well worth it.

            But I’m sure you could increase your conversion without losing the “quality” of the “leads” 😉 Let me know if you want to hear my thoughts about your page.

          • Peter! Thanks so much, man, I really respect your Landing Page Chops, and I’d love to hear your thoughts!

            I just turned my home page Heading into a question and added a couple arrows, so we’ll see if that does anything 🙂

          • Okay, here we go 😀

            Your page is definitely one of the better ones I’ve seen. But a few things did stick out:

            1. The first headline is so small (compared to the other headlines), it almost seems like it’s not meant to be read. If you want visitors to start by signing up, I’d make the headline larger to get all the attention there.

            2. There are arrows pointing down from the video even though it’s about signing up for the emails. I’d make the video and the email form one “unit”. Maybe the video could be on top of the email form, so people will instantly view the video before doing anything else.

            3. The video doesn’t tell me what benefits I’ll get if I sign up. It says, “I [Jason] created… I deliver fresh views on taboos…” The video is now about “you” – not about the visitor. Obviously you’re telling visitors why they should sign up, but you’d probably get a higher response if you talked about it from the perspective of what the visitors will get if they sign up, rather than telling them what you do.

            4. There’s a really strong flow down the page, which is a great thing if you only have one call to action. Now I counted 15 (email form, video, 3 products, another email form, 3 posts, testimonials, flagship offer, 4 social medias). I expect many visitors to connect via social medias because it’s the last call to action. If you want more sign ups, I’d make it more clear by removing other elements or by making them less prominent.

            5. I would have some of the best (read: most convincing) testimonials on the page rather than on their own page. Most visitors won’t click through to the testimonial page, so you’re losing out on a very good credibility booster.

            6. Most of the elements are so big that they’re a bit difficult to see (especially if you have a low resolution screen). I mean there’s no focus points after the second email form until the social media icons. If you want to keep all the content, I’d make the design easier to skim = see all the content with a quicker look.

            Okay, did those ideas make any sense to you? Let me know what you think 😉


          • [insert jaw-dropping]

            Yes. Everything you said feels spot on.

            It’s because I followed some advice that said my home page was supposed to give people a some “orientation” and “display my wares.” and with that in mind, I poured some energy into building it.

            Hmmm… anyway, thank you so much Peter, I appreciate all this insight. I intend to make these changes, and I’m sure there’s a fantastic way to implement them, bear with me and stay tuned!

          • Kudos to you, for taking the advice and using it 🙂

            The page looks really good and I’m sure it’ll convert more than your previous one.

            I’d still work on some word choices and the flow of the overall copy. But really, without diving into small details and some “advanced” copywriting techniques, there’s little to be changed in my opinion!


            PS. If anyone gets to see the old one and the new one, they’re sure to learn a lot… *post idea* 😉

          • Thanks Peter!

            I’m psyched to see how it goes.

            I’m just finishing up the CSS (it’s a bit advanced :D) and it’ll be live soon.

            I’ve always been extremely fast at taking in ideas I appreciate and implementing them, it comes in handy at times like these.

            I’m currently reading Breakthrough Advertising, so we’ll see how that goes 🙂

            I’d LOVE to do a post on it, explaining how your advice opened some doors for me!

  18. Hey Peter,

    Excellent write up, my friend! I’ve been seeing some great results with a feature box over at EvenMinds, and a slightly different take at my new site.

    A focused message and call to action are vital – keep up the great work!

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  21. Hi Peter,

    Just read your post and is resonating with me a lot. I spent last year several months in doing some of the things you very well underline.
    Can you spot me some areas of change? I am a big fan of Danny, and a humble online student, many thanks.

    • Hi Serban,

      Your page is already good 🙂

      But sure I can give some things that could make it even better.

      1. The banner is changing too fast and/or the animation is too distracting.

      The point of a banner image(s) is to give the visitors an idea of what they’ll get from the site. But as in your case it’s more of a distraction. Also the some of the pictures are relatively general, instead of giving any indication of why you’d be a good person to hire.

      2. I’d recommend not showing related videos at the end of the video; they can make the visitor forget what they were supposed to do next (opt in).

      3. You’re not telling almost anything about the ebooks.

      You should tell the reader about the specific value they’ll get from reading the books. Now you’re just mentioning them. (This applies to the video and to the copy in the opt in box.)

      4. The footer should be “calmer.”

      The buttons, different colors, links, and uneven lines make the footer feel “restless.” By simplifying it, and showing less but more relevant options, you’d give visitors an easier decision.

      What do you think?

      Peter Sandeen

  22. Hi Peter,
    I just saw this post and read some great points you made. After reading this, I’m sure my blog could use some work. It’s been a work in progress from day one. 🙂


    • Hi Tom,


      I don’t know if you’d like to get some more detailed ideas about your blog, but the first thought I had when I saw the home page was, “Who is this meant for, and why should they care about your blog?”

      In other words, it’s not quite clear what you offer for the visitors and that’s the first question you should answer.

      What do you think?


  23. Peter,
    I see your point, maybe I lost focus after I started writing or really didn’t have a focus from the start. I’ll ponder over my direction for 2013 and who my audience really is. Thx for taking time to look at my site. Happy New Year!

    Take care,

  24. Hi Peter,

    This was a wonderful post. I would like your thoughts on my homepage. I will soon be launching an online weight loss program so I am putting more concentration on my website.

    Thank you!

    • Hi Crystal,

      Sorry I didn’t notice your comment sooner.

      The page’s overall design is good. The colors work together, the background image fits, and the images overall are good.

      But there are a couple of problems:

      1. It’s unclear what the product/service is.

      You should have a clear value proposition that comes through on the page. (Maybe you have one, it just isn’t clear on the page.)

      You could add a prominent first headline to the page that would tell visitors what the site is about. “Wellness center” isn’t specific enough.

      In other words, I don’t know why I should stay on the site by just taking a quick look at the home page.

      2. There’s no clear starting point.

      The slider can easily cause confusion because it’s so fast, and it doesn’t communicate clear value. I’d remove it and instead use that area to give visitors a better idea about your value proposition.

      There are 14 links to posts. That makes it difficult to know where to begin reading. It wouldn’t be as problematic if the visitor already knew what the site is about and what they can get from it.

      In other words, the page is missing focus points (you can read more about those here.)

      What do you think?


  25. This is a fantastic post Peter. I don’t know how I missed it before.

    I am working on focusing my site more and your posts have been incredible. I fear I still haven’t honed in on what exactly I am trying to do.

    It has been a problem for ages.

    I just wanted to say thank you for your help.

      • Hello again Peter,

        The problem I am trying to solve is, educating farmer in online marketing. Many farmers don’t even have a website, so I am trying to help them understand and the value of a website. Also, help them market their business when it’s online.

        Perhaps that is too broad. Thoughts?

        • Hey Iain,

          Since you’re focusing on such a specific market (farmers with no or minimal experience with online marketing), you’re not too “broad.”

          But let me rephrase the question: How do you explain what you do in a few sentences if I’m a farmer considering going online?


          • Howdy Peter,

            This is what I would say,

            I will help you make a website. I will help you understand the basics you need to market your farm online.

            That’s what I would say. Simple and straight forward. They wouldn’t want the fluff.

            I don’t know I think it’s too basic.

          • Hey Iain,

            That can work. If they translate it directly to the results they want.

            I’m not sure they do. At least not all of them.

            Why do they want to have a website? What’s the goal their after or what’s the problem they believe the website can solve?

            I know that may sound too basic to be even written down. But it just might surprise 😉 So, let me know.

  26. This one is the most informative comprehensive article I read about creating and succeeding with lading page. Thanks for sharing a a lot of great examples and the 9 checklist which anyone should be looking at. I’m just heading to over to Landing Page Checklist and This is my home page/Landing page
    Looking forward to hearing form you and see what more you have on

    • Hey Fernando,

      Thanks, glad to hear that 🙂

      I took a look at your site, and what I’d focus on first is making it clear whom the site is meant for. By being clearer about whom you can help it becomes easier for people to identify themselves there.

      For example, you could change the headline to something that includes the targeted audience. Or you can change the home page from dynamic to static (from blog posts to something that doesn’t change) and use the page for explaining what the site is about, whom it’s meant for, and what people should read first.

      Let me know what you think.


  27. Hi Peter,

    Thanks for your quick reply with the feedback for improvement of the home page of the online business blog. I was thinking about to make it static page and I think it’s now time to go ahead doing it. I was actually keeping it like this till I passed the 500+ daily unique traffic to the site and now I have to make them aware of what the blog is exactly about and how they can benefit further after reading this content they came search engines.

    I thought initially this headline “Maximise Profit from Online Business – Social Strategy Integration” should be suitable as I’m catering for the offline marketers and people who are looking to get their web based business up and running.

    Also one of the other issue I have at the moment is how best I could capture the attention of the visitors to buy my Digital books. I have completed few more books in digital format. Any tip on this regards is greatly beneficial.

    I’ve been reading for more than a hour now while at work in the West Midlands of UK and us loved what you have written. Something very good I found after being a long term learner from Fire Pole Marketing.

    • Hey Fernando,

      If you’re targeting offline marketers, you could point that out somehow. It would help them feel “at home” when reading your stuff.

      As for digital sales, I’d do it with an email auto responder and/or general email marketing. That gives you the chance to showcase all the different good aspects of the books and make people see all the reasons for buying them 🙂

      Thanks, I’m glad to hear that 🙂

      And if you have any questions, I’m happy to help (though I’m leaving for a vacation, so it’s going to take a while).


  28. Thanks for tips and sharing your ideas Peter. It’s been a great experience to get feedback directly at Firpole Marketing. I will be reading more on your blog so will comment and ask some questions I have regarding the selling the Digital products.

    All the best for your vacation and if you are passing Europe, I would say drop by in London as we are having the best summers we experienced for more than a decades time.


  29. What do you think about (That is, if you’re still evaluating landing pages). I’d love to hear what you think.

  30. Hi Peter,
    …just join this site a minute ago. I am overwhelmed with many information on landing page for a pre launch book. I want to do the marketing and get in orders before the book is released in a few months time. And yes, no budget, hence this route and I do want to get it right.


    • Hi Sonia,

      Good page 🙂

      The changes I’d make are more about the exact wording—not so much the underlying message.

      For example, why is the most prominent thing on the page a banner that has the word “join” in it? It’s basically asking people to do something before they have any idea what you’re talking about 🙂

      And overall, the text feels a bit generic, that is, not meant for a specific kind of person. I think you’re after people who have businesses where the goal is to do “good” and improve their own life. If that’s correct, it should come across clearer. Or whoever is the perfect example of the kind of person you’re targeting should be clearer on the page.


      • Peter – thanks SO much for the quick feedback. Ah yes, specificity – I’ll go work on improving that.

        And I’ll also work on changing the title of the header – it’s more of a structural thing with the way the site is set up, but if it deters the user from taking the proper action, its something I need to fix.

        Thanks again!

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