The Fail-Proof Landing Page Formula


Landing pages: A Necessary Evil...

It's so overwhelming to build a webpage from scratch. Looking at that blank slate can be crippling - especially when you're excited about an event or campaign and want it to be successful.

Today I'm going to walk you through a killer formula for building a landing page that educates and excites viewers.

Come back to this whenever you need to build a landing page.

The ingredients:

Take an hour to pull all these elements together before you ever open the backend of your site.

  • A pithy, to-the-point, one-sentence statement about your event/campaign
  • A three-sentence paragraph containing the 5 Ws of your event/campaign (Who, What, When, Where, Why)
  • Three reasons why someone might not want to participate and the three ways you're combatting these objections (Ex: someone may need childcare // childcare is provided)
  • Two quotes about the event/campaign from your staff/congregation or previous participants
  • One short story related to the development or success of this event/campaign
  • ONE way for visitors to take a "next step" (register, read more, etc)
  • As many related pictures as you can find
  • Bonus points: a YouTube video of you talking about your event/campaign

The recipe:

Take an hour to put it all together. Keep the design simple to support the impact of your message.

HEADER:

Put your one-sentence summary statement atop an image as your header.

BODY:

Offset all other ingredients with an image. Here's my favorite way to format all of these elements...

FOOTER:

Provide ONE clickable button toward the bottom of your page with a link to the "next step" for the viewer.


Not too painful, right? Hopefully this gives you a solid jumping-off point next time you need to create a landing page. Proceed to break these rules creatively - make it your own.

Until next week!

Grace Ungemach

I offer digital marketing education written with ministry in mind. Subscribe to my free, weekly newsletter to learn something new every Friday.

Read more from Grace Ungemach

My recommended email marketing approach includes: One email to your members/insiders every week (much like a traditional newsletter) and One email to every email address you've ever been given consent to contact. ☝️ That's the one we're talking about today. You can hear me talk about this approach in more detail in my Mission & Ministry presentation on the Speaking page on my site. (Starts around 24:40) This second weekly email can contain almost anything: from a short devotion to a roundup...

I have a font-buying addiction. I'm no stranger to Creative Market's font section. Getting to classify my impulse purchases as business expenses? Dangerous. Sometimes, though, it's nice to have a fallback that's completely free. If your brand does not have defined font styles and you're hoping to become a little more consistent, this might be a great place to start. Here are five of my favorite free typefaces, suggestions for how to use them, and a handy tip for getting your sizing just...

Let's dive into a crash course on all things domains. Boring? Maybe. Likely to be useful to you at some point down the road? Definitely! First, what's a domain? A domain is a fancy name for your URL—or the link to the homepage of your website. It's also what your custom emails would live on. Ex: churchname.com, principal@schoolname.com Domains typically cost between $20 and $40 per year to maintain ownership. Pretty cheap. For this reason, people will commonly buy the .com, .org, and .net...