In this tutorial series I’m going to explain the process of creating your very own landing page template using the Instapage builder. I’ll first give you an overview of the different types of landing pages and then, in the following part, I’ll provide a step by step process on how to create an Instapage template that you can sell on Themeforest.
Instapage was crafted to help untrained and seasoned marketers alike solve a very specific need: the need to build and A/B test conversion-centric landing pages without having to hire an outside designer or marketing team.
We’ve simplified the builder to such an extent that you no longer need to design outside the software and convert it for online use- you can design the pages inside the builder without sacrificing any design capability.
Instapage is typically used by marketers who are busy juggling multiple marketing campaigns and don’t have time to rely on an IT team to build the landing pages needed to make their campaigns a success.
The following section of this guide will help explain how the Instapage builder can be used to build a conversion-centric, well optimized landing page. But before delving into design, we’ll highlight some of the basics of landing pages.
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A Landing Page is a page that visitors “land” on after clicking on an advertisement. Landing pages help to convert visitors into customers by capturing information when they, for example, fill out a contact form, or click on a Call to Action Button.
Landing Pages are an indispensable part of any marketer’s online campaign; they’re where leads truly turn to gold. Each landing page should be assembled with the finesse and care necessary to make a great impression.
Contrary to a homepage, a landing page focuses on one singular offer or campaign. Where your homepage has diffused objectives, a landing page has one goal that it was created to achieve.
A homepage, like the one on the left, deals with various aspects of the company or product at once; it’s a page where users can find all of the information about the company and accomplish many tasks.
A landing page is built to take care of only one specific goal, this can be lead generation or otherwise.
There are no leaks or distractions present on the landing page because the only clickable link present is the Call to Action Button.
Headlines are important: they are the first thing that any visitor sees. You might say they’re the first and last chance you have to make a good impression.
A landing page’s fate rests on that short string of words perched on top of your page.
A secondary headline isn’t a must for all landing pages, however, it should be applied to further elaborate on headlines that are getting too long to look appealing.
Mentioned in the copy of your landing page is your Unique Selling Point. What is it that makes you better than your competitors?
Trust indicators ensure visitors that a product is, in fact, worth investing in, because people have had positive experiences while using it.
The CTA button is where the action on your landing page takes place. An affirmative click on the CTA button is what brings you conversions.
The primary CTA button should be the most noticeable thing on your landing page. Design the button or form in such a manner that it grabs visitors’ attention and entices them to click on it.
If you have a complicated product, such as a software solution, you should opt for a longer landing page. In these cases, you’ll probably need to include more than just a single CTA button.
Your secondary CTA button should follow the same rules the primary CTA does, with different verbiage and slightly smaller text. Place your secondary CTA button at the end of a long landing page, for added ease in conversion.
A picture is worth a thousand words, and your landing page should never be without one. Choose a relevant and eye-catching visual to draw in customers. A good alternative approach is to post a video on your landing page.
Your contact or lead capture form should ask your visitors to enter pertinent information i.e. name and email address; it shouldn’t, however, pry for personal information that is irrelevant to your product.
Also, make sure that you place your contact form in such a position that it’s one of the last things that your visitors see.
Navigation links are a distracting detour that you do not want your visitors to take.
Just Say No to navigation links on your landing page.
Landing pages can essentially be divided into two types:
This is one of the simplest types of landing pages. Its entire purpose is to quickly inform visitors about your offer, and get them to click through to another page via the CTA button.
Lead capture landing pages go further in-depth than click through landing pages. Their intent is to capture personal data from page visitors. These pages are more elaborately designed.
Take a look at our top 10 tips for making an Instapage template:
From the Instapage builder click on the Settings tab and then choose background. You have the option of selecting a pattern image from the ones available, however we recommend uploading a custom image or using a standard flat color for a more professional look.
Instapage offers its users a total of 36 font families to choose from which include Google web fonts and some standard fonts. The builder also gives you the option of customizing your fonts i.e. you can choose a separate font for your headline and paragraph copy. We recommend that you use the typefaces offered by Instapage when designing your templates.
The builder has 6 font styles pre-loaded for you- however, you have the option of customizing your own font styles from the list of fonts that we offer.
Each landing page created via Instapage is designed with this goal in mind: compel each and every visitor to click on the CTA button.
Featured below are examples of landing pages built keeping in mind conversion principles:
Having covered the basics of what landing pages are and what Instapage offers, take a look at the next part of this series in which we walk through the construction process of an Instapage template.
Also, check out the Envato’s Most Wanted Instapage competition happening right now!