One of the most effective ways to get fans to take that next step and support you is surprisingly enough, a tool that is extremely under-utilized by musicians… The landing page.
Granted, landing pages are only one part of your music promotion strategy.
What is a Landing Page?
In short, a landing page is a page on your website with a specific purpose – usually to prompt your fans to take some further action like buying your music, entering a contest, or signing up for your email list. If your fan chooses to follow through, it’s considered a “conversion” in marketing-speak.
These landing pages are simple, focused, and free of distractions. In fact, the best landing pages don’t even have a navigation or any links other than a big button.
Why? Well there’s a bit of psychology at play here. Think about your own browsing tendencies. If you’re on a page and you can see a social media feed with cool posts from Instagram and Facebook and a link to an interesting blog post, how likely are you to get distracted and click off to something else? (I know I would.)
Even if you have focus of steel, attention overload is a real thing. So, the more you can limit distraction, the more conversions you will get.
You can have as many landing pages as you’d like (and we’ll talk about all the different ways you can use them in just a minute). The key is to make sure each has a single, very specific purpose.
Once created, you can link to them from social media, a blog post, or an email.
How to Create a Landing Page?
You don’t need anything special to actually create your landing pages, though there are plenty of tools and services out there.
At the most basic level, you can simply create your own landing page with whatever website platform you use. (Think WordPress, Bandzoogle, Square, Wix, etc.)
Create a new page, give it a short, memorable URL like “www.myband.com/free-song,” and you’re good to go.
On that page, simply add an email optin form and some text telling fans exactly what they get for signing up. (Here are instructions to create embeddable forms with Mailchimp.)
Other services like LeadPages and Sumo are specifically designed to help you create amazing landing pages. BUT, I always suggest that you start creating landing pages and growing your email list NOW with the tools you have available rather than waiting until you can afford this or that software.
3 Types of Landing Pages
Different types of landing pages serve different purposes (and can look extremely different as well).
Always start by determining the purpose of your landing page.
- Do you want to sell something?
- Are you trying to sell a low-priced item or a high-priced item?
- Do you want fans to opt into something (like an email list or a contest)?
Once you figure that out, you can start putting your page together. So now, let’s go through a few of the most common types of landing pages, how you can create them, and how to use them.
1. Email Signup Landing Page
You probably guessed it, but this type of landing page is used to grow your email list. And it’s probably the one you’ll use most often (so read through this section a few times to let it sink in if you have to).
Most of these landing pages will ask for an email address, but you can capture other information as well. Like a first name (so you can personalize the emails you send). Or a zip code (so you can send them emails about gigs in their area).
Essentially, you’re goal is to get these fans on your email list so you can contact them.
Most email signup landing pages will literally just have an image, a bit of text, an email signup form, and a submit button. The text on the page should tell your fans exactly what they’ll get for signing up.
It’s best to offer something free as an incentive for opting in. Almost like a trade.
As an example, you could offer a discount on merch for all fans who opt in to get notified when you’re touring through their area.
Some other things you can trade for an email address are:
- Free music (it’s best to offer songs and tracks fans can’t get anywhere else)
- PDF downloads (lyric sheets, gear sheets, tab downloads)
- Video lessons
- Early access
- Exclusive streams and events
The key of course, is to make sure that what you’re offering resonates with your fans. Every fanbase is a little different. That means what your fans consider “valuable” may be completely different from another band’s fanbase. If you’re not sure, test some things out and see what works best.
A microsite is exactly what it sounds like – a miniature website that lives on your domain. These pages are much longer than an email signup page and are usually used to sell something.
As a musician, you could create a microsite landing page for your new album. Create a URL like “www.myband.com/album-name” (obviously use your band name and the album name). Use it to tell the story of the creation of the album with text, videos, and photos. Link to a place where fans can buy or pre-order the album and also link some higher end bundles with signed merch and other exclusives.
You can link fans directly to this microsite from social media and email. All the cool information on your microsite can get fans more emotionally invested in your album and more willing to buy.
3. Long Form Landing Pages
A long form landing page is usually a very long page with a lot of text explaining to your fans exactly what it is you are offering. Dispersed throughout the text should be call to actions.
This may not be the most common landing page, but it can serve a purpose – typically for things that require a bit more explanation to convince fans to convert.
As an example, a long form landing page would be a great option for a page that calls potential house concert hosts.
For many fans, hosting a house concert is completely new. That means they will be hesitant to volunteer up their personal space unless they know all the details.
To make the process easier for your fans, you could create a long form landing page that includes everything they need to know about hosting a house concert. Include details like how many guests they will need to RSVP, how big their space needs to be, if they need any kind of equipment, chairs, tables, or lights, a suggested concert schedule, and photos and testimonials from past house concerts. Include links to a form where fans can volunteer.
Landing Page or Home Page?
Can your website’s home page be a landing page? The answer is yes and no.
Yes, you can make your site’s home page into a landing page. BUT it’s probably best to keep it as a temporary thing. (Remember, landing pages typically have no navigation, so your fans won’t be able to get to any other pages on your site.)
If you’re trying to hype up your new album, you could temporarily make your album microsite into your home page. That way, anyone who visits your site will know you have an album and won’t get distracted by anything else.
If you don’t want to go all in with a landing page, you could opt for a temporary splash page instead. A splash page pops up over your homepage when a fan visits your site. It can include information and a short call to action.