What is a landing page and what are its purposes for photographers
As a photographer, you’re always looking for ways to showcase your work and attract new clients.
It typically includes an eye-catching headline, a brief description of the offer, and a call to action.
Distractions on the page should be kept to a minimum, removing unnecessary menus and irrelevant links. Everything should be laser-focused on the purpose of that particular page.
The Landing Page should have a core purpose – is it to sell a product (e.g. a gift voucher), encourage sign-up to a mailing list (e.g. via the use of a Lead Magnet), or encourage a client to enquire further about your services.
Why you need a landing page and the benefits it provides
In marketing, the concept of a landing page is a standalone web page, created specifically for advertisements, product promotions, or email list signups. It is designed to capture leads and encourage conversions.
There are several reasons why you might need a landing page. For one thing, they can help to increase conversion rates by providing a targeted and focused message to users who click on your ad.
Additionally, landing pages can help you to segment your website traffic and track the performance of your campaigns.
For example, if you are a Portrait AND Wedding Photographer you may want to create two separate Landing Pages, one to direct your Portrait clients to, and one to direct your Wedding clients to. This avoids a client being confused and also ensures their interest is focused on the service they are enquiring about.
Overall, landing pages are an important tool for any photography business that is looking to grow its online presence.
When used correctly, they can help you to increase conversion rates, generate leads, and track the performance of your digital marketing campaigns.
How to make a landing page that converts visitors into customers
First, landing pages should be focused on a single conversion goal. This means that the design and copy should be geared towards encouraging the visitor to take the desired action, whether it’s signing up for a newsletter or making a purchase.
Second, landing pages should be easy to navigate and understand. The last thing you want is for visitors to get lost or confused on your page; make sure your call-to-action is clear and your overall message is concise.
Finally, landing pages need to be optimized for both mobile and desktop users. With more and more people accessing the internet on their smartphones, it’s essential that your landing page looks great and functions properly on all devices.
Examples of great landing pages for photographers
Finding good examples of great landing pages for photographers is actually quite difficult as very few photographers make use of this incredibly powerful marketing concept.
However, we were able to track down a few examples.
FYEO Portraits (aka For Your Eyes Only Portraits)
Landing Page URL: https://fyeo-portraits.lpages.co/grooms-gift
The owner of For Your Eyes Only Portraits is Alexandra Vince and in this campaign, she is promoting a pre-wedding Boudoir Shoot as a Bridal Gift for a Fiancé.
The Landing Page is 100% focused on the objective of the advert and there are zero distractions.
Overall a fantastic job and this is a perfect example of how to structure a landing page.
The page has been designed using a tool called LeadPages, which I have recommended in the past.
Landing Page URL: https://storybrightfilms.com/elopement-packages/
This is another example of a 100% laser-focused landing page which matches a Facebook Ad Campaign (again using the technique described in The Wedding Photographer’s Lead Generation Toolkit).
The ad campaign is directed at a couple looking for an “adventure elopement package” and the ad leads them to a landing page focused exclusively on that.
The page is well-designed, with lots of calls to action, a great testimonials, and lots of great information.
The only things I might change on this landing page would be to remove the menu options available and to swap out the input form at the bottom of the page for a simpler version (the more input fields on a form, the less chance of conversion).
Overall, a fantastic job.
Woodland Hill Photography
Landing Page URL: https://www.woodlandhillphotography.co.uk/everyday/
Another great ad campaign with a matching landing page from Claire Hill at Woodland Hill Photography.
Claire has cleverly linked her photoshoots with environmental issues and promises to plant a tree for every Newborn shoot booked. This obviously resonates well with her clients and is clearly a campaign that is working for her.
Additional tips to help you create an effective landing page
When creating a landing page, there are a few key things to keep in mind in order to make it effective.
As mentioned above, landing pages should be designed with a specific purpose in mind.
What is the goal of the landing page?
Are you trying to get visitors to sign up for a newsletter, download a white paper, or make a purchase?
Once you know the purpose of the landing page, you can make sure that all of the design elements are geared toward achieving that goal.
Second, landing pages should be clean and uncluttered. Too much information can be overwhelming and cause visitors to click away before taking any action.
Stick to the essentials and make sure that the most important information is prominently displayed.
Finally, Landing pages should be tested regularly to see what works and what doesn’t.
Try different designs, copy, and calls to action to see what gets the best results.
What is the Easiest Way to Build a Landing Page? (Answer: Use HBA Funnel Builder)
There are many tools on the market to do this, but they can be expensive. Leadpages for example is $99 per month for the version that allows A/B Testing and accepts payments. The basic version of ClickFunnels (which until recently was the tool I used) is $147 a month rising to $297 for their full version. For most photographers this is probably out of their budget.
However, the tool that I now use and that is just as good if not better than Leadpages and ClickFunnels is HBA Funnel Builder. And the best part? IT IS JUST $25 A MONTH! This landing page / funnel build is a no brainer and I highly recommend it!
Final thoughts on the importance of landing pages for photographers
Landing pages are an important concept for any photographer looking to showcase their work and attract clients.
A well-designed landing page can be the difference between a potential client clicking through to your website or moving on to someone else’s.
Given that so many photographers overlook this important marketing concept, there is a huge opportunity available to give yourself that extra competitive edge.