Automate Course Sales With a Post Launch Funnel: How to Create a Landing Page (Part 3/3)
What is a Landing Page?
Advantages of using a landing page:
- Easily integrates with your email autoresponder, so it’s less work for you
- Uses your own branding
- Showcases key information to get people to subscribe to your Crash Course
- Provides a more cohesive experience than pointing people to various unlisted YouTube pages
What’s Covered in This Article
How Do You Land on a Landing Page?
The link to your landing page is what you and your networks will post, re-share, email, forward to your friends, etc.
Focus on sharing your landing page wherever you have the largest online presence currently.
Whichever medium has proven to work best for your business—Facebook, Twitter, YouTube, Pinterest, Tumblr, your own website—promote your Crash Course landing page, without annoying your fanbase. A few real-time posts and a permanent link to the landing page somewhere on your profile or website ensure your followers are aware of the course.
Steps to Build Your Landing Page
In most cases, your landing page will be the first thing that potential students see from you. It’s the “face” of your Crash Course.
Follow these steps to optimize your page and get as many subscriptions as possible.
Step 1: Write out the information you’ll use to summarize your Crash Course
Your landing page should have at least 3 key pieces of informative content, each describing your course with a different level of detail:
- The title of the course itself
- 1-2 sentence summary of what’s covered
- 3-4 short bullet points with specific highlights or tangible benefits of the course
Individually and as a whole, these 3 content pieces must achieve the following things:
- Clearly describe the course so people understand what it’s about
- Build your credibility as an expert
- Get people excited to learn from you
The information you provide here will determine whether someone is willing to offer their email address in exchange for your instruction.
Best practices for landing page text
- Be clear: Be as straightforward as possible; avoid or define any words a mainstream audience wouldn’t know.
- Be succinct: All key information should fit within the screen “above the fold,” which means it’s all visible without needing to scroll.
- Be detailed: Even in a small amount of space, offer as much detail as possible. Name the kinds of exercises you’ll do, or what you’ll read, whatever makes sense.
- Use concrete numbers and figures where possible: Repeating “fast” and “easy” over and over can feel gimmicky, but by concretely stating how many lessons or how much time (e.g. 60 minutes) it’ll take someone to learn your skill, you convey ease in a more convincing, believable way.
- Highlight the fact that it’s free!
Example: Felicia Ricci, who teaches a Crash Course on belt singing, has an informative, welcoming, and ultimately effective landing page:
- Uses words like “easy” and “simple” (without overdoing it), which makes the course feel accessible to people of any level
- Includes specific details that are tangible and meaningful, like how many minutes of vocal exercises are included
- Offers a specific value proposition that will come out of the “very first lesson”
- Establishes her credibility by noting her experience and status in the field; also includes a testimonial from a student to cultivate trust.
Step 2: Set up the landing page through a template platform: Megaphone
Megaphone is an simple program for creating web pages using templates. It has all the bells and whistles you need for an effective marketing page (on any device).
- First you’ll sign up and create an account. Udemy Tip: The Pulse Plan (is sufficient for your Crash Course needs, as you’ll only use 4-5 pages (1 for each video, as well as the initial subscription landing page).
- Once signed in, click “Create My First Page”. This will be the subscription page. Once done with this one, you’ll create 3 more pages to host your Crash Course videos, and you’ll include the links to those pages in the emails you send to subscribers.
- Choose a template, which sets the general framework, look, and feel of the site:
For your subscription page: “Signup” templates like Bambino or Bubble Squeeze are best because they prominently feature the subscription form (where you enter your email address). This clearly conveys that the intention is to sign up and doesn’t require effort from them to find.
For your video pages: There are a number of video-focused templates. Element would work well because it includes space for a written description of your video as well as a comment thread, which people can use to ask questions and get more engaged with the course.
- Select your template of choice and give a name to your page. From the page editing screen, you’ll utilize any of the tools on the left side of the screen to edit what your page looks like on the right side.
Udemy Tip: Be sure to include the following on your landing page:
- Your name
- Crash Course name
- Large image, whether a freezeframe from your video or anything relevant to your course
- Call-to-action telling people to enter their email address to get the course
- Large, clearly visible form to enter email address info
- When you’re done designing the content, click “Form Integration” on the left-hand side to connect your Crash Course mailing list to the email address form on your page.
- Once you’ve finalized all the details for your subscription page, you’ll select “Add a new page” 3 more times, from your Megaphone homescreen, to create the pages for the actual videos.
- Now you can put all the pieces together! You’ve already integrated the landing page with your Crash Course mailing list. Now you need to connect the videos, landing page, and email flow together:
- From your YouTube account, get the links for your videos. Add each of those to the corresponding landing page.
- From the editing screen in Megaphone, get the links to the landing pages. Add each of those to the corresponding autoresponder email message in MailChimp.
With those finishing touches, your Crash Course setup is complete—Congratulations! All you’ll do from here is share the link to your subscription landing page to spread the word.
Takeaways: 5 Quick Steps to Creating a Landing Page & Getting Subscriptions to Your Crash Course!
1. Write a summary of your course and 3-4 bullet points that highlight the benefits and value it provides.
Your landing page is what people will visit when they first discover your class exists.
To help them decide whether or not to subscribe, give concrete value props and details about it. Most importantly, this messaging should be clear, succinct, welcoming in tone, and benefits-driven.
2. Sign up for Megaphone and create 4 pages in that tool: 1 subscription page and 3 video pages (1 for each Crash Course video)
Megaphone walks you through each step. You pick a template and customize the text, images, and video.
3. Put all the pieces together
Within Megaphone, select “Form Integration” to connect the mailing list you made in MailChimp (or another program, list of compatible programs here) to the email address entry field on your subscription page.
Take the URLs from your unlisted YouTube videos and add them to a corresponding landing page. Take the URLs for each landing page and add them to the corresponding autoresponder email message. Now all three components of your Crash Course are one complete, cohesive unit.
4. Promote where you have the most online traffic
Wherever you online presence is the strongest, whether that’s your YouTube channel, Facebook, your business website, LinkedIn, or anywhere else, focus your efforts promoting the Crash Course there.
Round-up of Series
You’ve have created your Crash Course videos and set up your email autoresponder, and now you just learned how to create a landing page, to host the videos and contain some text summaries of them to give people a quick overview. Now get to it, and let us know how it goes!