If you’re struggling to get your offer in front of the right audience, then a landing page might be the conversion-driver your online business needs.
Landing pages are uniquely effective for online coaches, course creators, and therapists because they’re designed to collect contact information for potential clients and drive qualified traffic to your offers.
What is a landing page?
A landing page is a web page designed for a specific purpose like capturing email subscribers, sharing offers, registering for an event, and much more.
Unlike your website which should be a multi-page overview of your business, a landing page is a simple page created for a specific marketing campaign. They typically include a single call to action (sign up for a newsletter, get access to a special offer, join a live event…) with the purpose of getting your audience to take a specific action.
Are landing pages effective?
Nearly 48% of online businesses utilize landing pages to boost their marketing strategies.
Not only do landing pages add context to your offer, they also help you collect information and generate leads. You can use landing pages to drive traffic, build your email list, and create lead-nurturing campaigns.
Landing pages are especially effective if you want to use email marketing to grow your business. You can add a form to your landing page to collect email addresses in exchange for your lead magnet, special offer, subscription... Then you can use the contact information to create campaigns that build a relationship with your audience.
How to design a landing page that converts.
The first step in designing your landing page is to determine the purpose. There are two main reasons landing pages are typically used: to generate leads or direct traffic.
Generate leads: Landing pages are ideal for collecting contact information for qualified leads. You can add a form to your landing page to collect email addresses in exchange for your lead magnet, special offer, or subscription. Please note that not all coaching platforms give you the ability to add forms to your landing pages! And that’s why it’s so important to build your coaching business on a platform that has all the tools you need.
Direct traffic: Landing pages are also great for directing traffic. These are known as click-through pages and they’re used to move your audience through your sales funnel by taking a specific action. Rather than collect gen-lead data, these types of landing pages are designed to get your audience to take action now.
It’s very important to determine the purpose of your landing page before you start the design process. Starting with a clear goal in mind will help you design an effective landing page.
Landing page design best practices.
Designing a landing page that converts doesn’t need to be complicated. Since your goal is to get your audience to take a single action, simplicity is best.
Captivating headline and subheadline. The first thing your web page visitors will see is your headline, so it needs to clearly communicate the purpose of your landing page. Your headline should be simple, clear, and relevant like:
Kajabi Templates for Coaches, Course Creators, and Therapists
This headline example clearly tells the reader if they’ve found what they’re looking for in the very first sentence. You can also add a subheadline that builds on your headline with an emotional call to action like:
Empowering you to find your ideal clients with a purposely designed website
This subheadline example reiterates the purpose of the landing page and also compels the page visitor to continue reading.
SEO and targeted copywriting. You need a way to get your landing page in front of your target audience and that’s where SEO and copywriting come in.
Search engine optimization is how you drive traffic - it’s the keywords you add to your landing page because they are what your target audience searches for in Google, Pinterest, and other search engines.
Copywriting is how you drive conversions - it’s the content you add to tell a story that makes your landing page visitors want to keep reading.
Both SEO and copywriting are equally important because one brings your offer in front of the right audience and the other convinces them to take action.
Branding. Even for small businesses, branding is very important because it builds trust with your audience. Your landing page should look like an extension of your website with your brand colors, fonts, and photos. The copywriting on your landing page should also strike the same tone as your website to reaffirm that you know who you are and what you’re doing. You can create a branded landing page from scratch or use a landing page template to save time - just make sure it looks, sounds, and feels like your brand.
Niche down. Your landing page should speak directly to your target audience so they know they’re in the right place. If you have a high bounce rate off your landing page, then it’s most likely because your headline isn’t clear about who the page is for. Make sure you know who your target audience is before you start the design process.
User-experience matters. User-experience can refer to many different things like load speed, graphic quality, page layout, font readability… It’s all the details that affect whether or not a page visitor will (or can) continue reading. There are a ton of free tools available to help you build and maintain a landing page that puts user-experience first. For example, Google Search Console is perfect for monitoring your web page’s performance and Canva is great for creating high quality graphics. You can use any tools you like - just make sure you have tools in place to help you maintain a well-functioning landing page.
Create backlinks. Backlinks are just a link from one of your web pages to another. They’re very simple to create and they will help you rank higher on search engines. Obviously you don’t want to add backlinks throughout your landing page because that could distract your page visitors from doing what you want them to do. However, at the bottom and top of your landing page, you can include links to your website, blog, podcast… These links give your landing page visitor an opportunity to get to know your business better which is a very important step in the buying process.
Use visual hierarchy. Visual hierarchy refers to the design layout of your landing page and how the elements are showcased. It's important because determines how your audience interacts with your landing page. You can use visual hierarchy to draw attention where you want it by showcasing the most important content. Using this strategy to design your landing page will help you guide your audience from top to bottom. You can use your sales funnel to help you design a landing page with visual hierarchy.
Show the social proof. You need to show your audience proof that your offer is valuable before they’re willing to take the next step. Luckily for you it’s super easy because all you need to do is add a section to your landing page with your rave reviews. Let your clients do the hard work for you! You could also add client testimonials and progress reports that show what your clients achieve when they join your coaching program, online course, membership… If you don’t have any reviews yet, you could add a section that talks about who you are and why you love what you do.
List the benefits. Your landing page should have a section that lists the benefits of your offer… literally. Web page visitors love lists because they’re easier to consume than lengthy paragraphs. You could also have a section on your landing page that goes into more detail than your list, but your visitors want the information in a bite-sized format as well. Just remember to keep it simple!
Add a final call to action. At the very end of your landing page, you should include a CTA that asks your audience to take the next step. It’s important to clearly tell your audience where to go next and what they can expect by taking that step. Your final CTA also needs to stand out visually so that your page visitors can see what to do. It’s really important to add a final CTA so that your audience doesn’t get confused and/or frustrated.
Every business is different and the design of your landing pages should focus on what works for you. As long as you know what the purpose of your landing page is and you follow the best practices, you can easily create landing pages for all of your marketing campaigns. Just remember that the coaching platform you choose is just as important as the marketing strategy itself!
Why is Kajabi the best coaching platform?
Landing pages are undoubtedly a powerful marketing tool, but you won't see the results you want unless you're using a platform that supports every aspect of your business.
Kajabi gives you all the tools you need to design a gorgeous landing page, create forms, and build sales funnels. It’s the only coaching platform that allows you to plan, build, and sell your offers on one platform.
Other platforms like Clickfunnels, Teachable, Thinkific, and ConvertKit force you to rely on messy integrations for email marketing and forms. Kajabi is the only all-inclusive coaching platform that’s ideal for online coaches, course creators, and therapists.
You can try Kajabi for free for 30 days when you sign up using our affiliate link (the standard trial is only 14 days). If you’re still on the fence about building an online coaching business, then we highly recommend doing a trial-run on Kajabi. You get access to a lot of great resources that will help you get started - plus 24 hour live support!
Make the switch even easier with a done-for-you Kajabi template!
We love Kajabi and recommend it to every online coach, course creator, and therapist. We started this business with the goal of making it easier for you to ditch the traditional 9-5 and build a business you're passionate about. Our Kajabi templates are strategically designed to bring your expertise to the world while saving you time and money. You don’t need to spend $1,000’s to get a professional coaching website that converts. Visit the shop to find your perfect Kajabi landing page template!
Here’s a few more resources to help you get started on this exciting new journey! Remember, building a business takes patience, dedication, and community - never be afraid to reach out for help!
How To Start an Online Business - Learn how you can monetize your knowledge and build a profitable business.
Free Content Calendar template for Google Sheets - Download the free Google Sheets template and learn how to customize your own social media calendar.
5 Must-Have Email Sequences for Course Creators and Coaches - Get the sequences that your email marketing strategy needs.
And don’t forget to check out our FREE RESOURCE LIBRARY!