Let’s say you’re the owner of a boutique soap store and you’re obtaining your business online. (Hey, in 2020, you wouldn’t be the just one. )
You’ve already obtained a simple website, but you wanna run promotions to really lather up some business. Therefore , you get to focus on your marketing campaign . You come up with an irresistible offer. You spend your lunch hrs building an email list of current and potential customers. You stay up late learning the basics of Google Ads. Then you definitely start planning the squeeze page where you’ll send your own campaign traffic.
With all the work you’ve already put in, you’re delighted to know you can save some time by starting with a landing page template. But when you go to choose one in your favorite builder ( ahem ), you don’t see any that look right for your company. There’s a template that seems like it’s meant for agents, maybe. Another that’d do well for bakeries. But nothing designed for soap sellers like you. You’re stuck .
“ Dangit, Unbounce. Where’ re the soap getting pages? ” — You, probably.
Not so fast, sudsy—you’re looking at this the wrong manner. The idea here isn’t to find a landing page template that fits your business specifically . First and foremost, you want to choose a template that supports your campaign conversion goal . Everything else—your industry, your product or service, your branding—comes second.
On this page, we’ll show you how to choose the perfect template for your following marketing campaign. Then, we’ll explain to you how you can change it into a custom-branded, high-converting masterpiece .
How to Choose a Template That Supports Your Conversion Goal
What is a conversion goal, exactly?
Your conversion objective is the action you want people to take as a result of your marketing campaign . Maybe you want someone to buy a product, like elegant soap. Or maybe you want them to sign up for a webinar about… I dunno, making elegant soap?
The point is that some landing page templates are better-suited to specific conversion goals than others . If you just wish someone to buy a product, your own landing page’s call to action is incredibly straightforward. On the other hand, if you’re enrolling people for a webinar, you are gonna need their title and email address (at least). That’ll mean a more complicated call to action.
Which template is best for your conversion goal?
Broadly, landing page templates fall under one of two categories: click-through pages and leads pages . They’ve each got a distinct type of proactive approach meant to support a certain conversion goal.
The page on the left is a click-through landing page, while the one to the right is a lead gen landing page.
Click-through landing pages prime visitors for that next step in their journey, just like a checkout flow or sign-up page. Since the real ask comes wherever they end up after this page, the call to action here is simple—usually just a button. (“ Buy Now” is a classic of this genre. )
On the other hand, lead generation landing pages use types to capture visitor information that can be used later, like with regard to promotional emails. These web pages typically offer some kind of incentive (or “lead magnet”) pertaining to filling out the form—a downloadable ebook or webinar registration, for example.
What about the design of a template?
First, you need to decide whether your conversion objective requires a click-through or direct gen landing page. Then, consider how the template’ s design spotlights your own offer .
Should you be selling soap, you probably want a click-through template that can accommodate lots of photos of your product, like this one. And maybe you think that soap-making webinar we suggested earlier sounds like a great idea. You might want a lead gen template that can share a video of what people can expect, like this one.
Notice that neither of these templates possess anything to do with cleaning soap. We chose ’ na because their particular call to action supports our conversion goal and their style reinforces our offer . Now, we can start to substitute elements of these pages with our own copy and symbolism to integrate them directly into our marketing campaign.
Switching a Landing Page Template for Your Campaign
Every squeeze page template is different, but they normally have similar elements and follow the exact same general structure: a header section, a list of features and benefits, some social evidence, and a call to action. (Also check out this post on the body structure of a landing page. )
Follow the steps below to transform your chosen template into a branded landing page that’ ll win over your visitors .
1 . Your Header Section
- Add a hero image of your product, services, or lead magnet . If you want to help prospects visualize the benefits, consider showing your own offer in the context of use: someone using your product to resolve a problem or improving by themselves through your service.
- Be sure to the company logo . You want people to know this is your landing page, after all.
- Write a detailed headline that tells individuals exactly what you’re offering . You can also communicate your main worth proposition using a couple of phrases just under your headline.
- Update your own call to action . If you’re utilizing a click-through template, you could have the button that sends individuals to a product page on your website, a third-party delivery system, or even add a Shopify incorporation. If you’re capturing leads, try to keep your form simple—only ask for the information you absolutely need.
This header from Promotional (featured in our post on high-converting landing page examples) convey their offer super obviously.
2 . Your Benefits Section
- People skim, so provide a bulleted list of the benefits of your offer . Should you be creating a sales page, use this room to highlight how your own product or service improves your customers’ lives. If you’re offering a lead magnet (like a good ebook), tell people exactly what they’ll learn and how they can apply it.
- Did your template have icons for every benefit? Make sure they’re relevant to your provide or brand . If not, lots of websites offer totally free icons you can use to replace ‘em: streamlineicons. com, flaticon. com, thenounproject. com, material. io, icons8. com, ionicons. possuindo, among others.
3. Your own Social Proof Section
- Include a testimonial from a satisfied customer , or possibly an endorsement from an industry leader. The trick here is authenticity: use a real quote that will sounds believable. Even genuine testimonials that are too good can sound like you’re making ‘em up.
- Alternatively, you could showcase other kinds of proof : awards you’ve won, trust seals you’ve earned—that sorta thing.
- Whatever you include right here, remember to request permission . For example , based on where you source a testimonial from (Amazon, G2), there might be restrictions on how you can use this.
4. Your own About Section
- Let people know more regarding your business . What makes your own product or service unique? What’s your own mission statement—your raison d’ être? This is your opportunity to connect with visitors beyond this specific offer.
- That said, you don’ t desire visitors to lose focus. Keep it short and sweet .
Coco Village (who we pointed out in our post on the greatest landing page examples) blends interpersonal proof with their own parenting philosophy.
5. Your own CTA Section
- In case your page runs long, consider including one last pitch for your offer . This is your last opportunity, so make it count. Power up the urgency or exclusivity, or remind visitors about the benefits they stand in order to gain—whatever it takes to get the transformation.
- Do it again the call to action key from your header section . Or, if this is a business lead gen page, include a key that bumps visitors support to your form.
6. Your Footer Section
- Add your logo and any other information you need to communicate (contact information, copyright notice, any other necessary boilerplate) at the very bottom of the web page.
And that about addresses it. With that quick guidelines, you can turn just about any design template into an on-brand landing page in just a few minutes. Simple, right?
3 (More) Samples of Landing Page Template Customization
Good, the soap example can be feeling a little played out there. Now, let’s take three templates that Unbounce joined together in response to COVID-19 earlier this year—FreshGoods, Multor, and Horizons—and switch ‘em up for various industries.
You can do all of this your self, of course. But just to ensure these examples are absolute fire , I’ve recruited Gus from our design team to help out there.
Gus says “what’s up, ” by the way.
FreshGoods → UNIQ
First upward is FreshGoods, a click-through landing page template that was designed to help brick-and-mortars get on the web super quick. Small retailers that don’t have a website may use it to launch a basic ecomm page. Restaurants and breweries can use it in order to link out to delivery platforms or run special campaigns. But it can also fit a more general product launch page—say, for a new mobile app.
The design for FreshGoods obviously speaks to a bakery or even cafe. You’ve got the hero image of a bread container, secondary photography of hand-made pastries and specialty coffees, plus icons that imply food delivery.
But what’s great about FreshGoods is that it’s each simple and comprehensive . You’ve got all the sections you need to communicate your offer in a compelling way, with no of the technical design elements you’d need to spend hrs tinkering with.
Changing up is super easy . You’ve really just gotta swap in your logo design, images, and icons—then you have (what looks like) a totally custom landing page.
Sure, when you compare the two web pages side-by-side, you can see they’re similar. But think about the amount of true work that went into this. Swapping in the new logo? Two minutes. Sourcing images… say 10 minutes. (Or even less, considering our in-app integration with Unsplash. ) Add a couple other minimal tweaks, and what you’re taking a look at is, like, 20 mins for a whole new page.
Almost all you’ve gotta do now is write your campaign duplicate. (And if you want tips on how to create for your industry, you can pull some insights from our Conversion Benchmark Report. )
Multor → PersonalTrainer
The idea for the Multor lead gen template was to help businesses offer digital alternatives to their in-person providers. Healthcare clinics and dentist can use it to offer online consultations. Realtors can plan people for virtual house walkthroughs. Fitness instructors can register people for video classes… which gives us a good idea for a new page.
We’ll get to that in a 2nd, but let’s have a look at the original page first. Multor Mature feels pretty Silicon Valley, right? It’s all pictures of people on computers. (We even snuck a coffee in there, which is very technology. ) And the blue can be evoking logic and reliability. Look, there it will go!
Like FreshGoods, Multor is meant to be easily customizable . To produce our new fitness landing page, we just added the logo and hero picture, changed the icons, plus replaced the old photos plus video. Then we tinkered with some of the fonts, shades, and backgrounds.
Lo and behold—we’ve got a whole new page quicker than it takes to finish your own morning cup’a joe.
Horizons → MKT Masters
With the Horizons template, we wanted to assist brands capture leads as well as for promotions during a down time period. Think travel and hospitality companies that wanna get individuals booked for events the coming year, or marketing agencies hoping to attract business with an ebook or webinar.
You will see that the design fits some type of outdoorsy company, what using the photos of nature and delightful orienteering icons. We’d originally mocked up the page for a downloadable ebook, but this template is great for any kind of lead magnet.
How about… an online class all about excellent marketing, hosted by upcoming me?
We went a little bit wild with this one. In addition to transforming up the imagery and colours, we decided to rearrange the particular sections to have our video just under the fold. That way, the first thing visitors will see if they scroll the page is a preview of our class—the the majority of compelling piece of promo material we’ve got.
Make Your Next Landing Page with a Quick-Start Template
Are you nevertheless building your landing webpages from scratch? (Or, worse yet, counting on a developer to program code ‘em for you? )
Ignore that. Using one of Unbounce’s 100+ templates, you can put together a fully-branded, campaign-customized landing page in just a couple of minutes . That means you can spend less time creating pages and more time creating artisanal soaps—or, y’know, whatever else you want to do with your time.
Go on—give it a shot.