10 Tips for Building Landing Pages for Artists

Landing pages are web pages designed around a single conversion goal. 

They have the best conversion rates of all types of web pages which is why they are heavily utilized in online marketing.

In fact, if you don’t use landing pages in your sales funnel, then you are almost certainly leaving money on the table. 

But how can artists create landing pages for their online businesses?

That’s exactly what we are going to discuss today!

#1 Choose a Conversion Goal for Your Landing Page

Here are the three most common landing page conversion goals:

• Lead generation – The aim of lead generation landing pages is to persuade potential customers to provide their contact details. This is typically done by offering them a freebie called lead magnet in exchange for their email address.
• Free trial – The aim of free trial landing pages is to persuade potential customers to sign up for a free trial. This approach is common among subscription businesses such as SaaS companies and membership websites.
• Sales – The aim of a sales landing pages, also known as simply sales pages, is to persuade the potential customer to buy the product or service.

Choose the conversion goal for your landing page. What are you trying to achieve? You need to be crystal clear about this.

Don’t try to get the potential customer to follow you on social media AND give you their email address AND buy your product or service all on the same landing page because that beats the whole purpose of having a landing page in the first place. 

Remember: a landing page should have just ONE conversion goal!

#2 Determine What Landing Page Format Is the Most Conducive to That Conversion Goal

Landing pages can be divided into three categories:

• Short-form landing pages, also known as squeeze pages, are used for lead generation.
• Medium-length landing pages that are used for both lead generation and selling products and services.
• Long-form landing pages that are used for selling products and services.

The general rule is that the more expensive the offer, the more persuasion is required, so the longer its landing page should be. 

Artists should probably use squeeze pages for lead generation and medium-length landing pages for selling their art.

#3 Pick a Proven, High Converting Landing Page Template

We don’t recommend designing your landing page yourself if you have never done that before – it makes much more sense to use a landing page template instead.

ClickFunnels includes a library of proven, high-converting landing page templates for all of the most common use cases.

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#4 Understand the Difference Between Features and Benefits

One of the most important copywriting principles that you need to understand is the distinction between features and benefits:

• A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
• A benefit is a value that the customer will derive from that product (e.g. “These shoes will keep your feet dry!”).

People buy based on benefits and useful features to justify the purchase.

This means that you should always lead with the benefits and emphasize them all throughout your landing page copy while using features to support your pitch.

You need to figure out what the benefits of your offer are. Why would people buy whatever it is that you are selling?

How will it make their lives better?

#5 Create a Benefit-Driven Landing Page Headline

Your landing page headline is its most important element because that’s what determines whether or not the potential customer will read anything else on it.

David Ogilvy, one of the best copywriters that ever lived, is quoted as saying:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

And he was a 20th-century man – presumably, he was talking about print ad headlines.

We can probably safely assume that headlines are even more important today because people are browsing the Internet with 20 tabs open while arguing with someone on Twitter and watching a YouTube video. 

When the potential customer arrives on your landing page, you only have a few seconds to grab their attention

If you fail to do that, they will simply get distracted by something else and leave, likely to never come back again.

There are several approaches to crafting compelling headlines but the most straightforward one is to convey the #1 benefit of your offer in the headline. 

#6 Consider Adding a Feature-Driven Subheadline to Your Landing Page

While the purpose of the headline is to convey the value of your offer, the purpose of the subheadline is to provide more details about it.

Typically, when people arrive on a landing page, they automatically read both the headline and the subheadline if there’s one, which gives you an opportunity to give them the most important information about your offer in just a few seconds.

So consider adding a subheadline to your landing page that describes exactly what it is that you are selling (e.g. watercolor paintings of landscapes). 

#7 Write Benefit-Driven Body Copy

The body copy of your landing page should also be benefit-driven.

You should go into more detail about the #1 benefit of your offer that you mentioned in the headline.

You also want to discuss all the additional benefits of your offer to give the potential customer more reasons to take you up on it. 

As for the features, the general rule is that the more expensive the offer, the more important it is to list its features.

So if we are talking about lead magnets, then it might be enough to just mention the format – an ebook, a video masterclass, an email course, etc.

But then when it comes to paid offers, the higher the price, the more space you should dedicate to discussing their features.

#8 Have a Clear Call to Action

You should end your landing page body copy with a call-to-action button that tells the potential customer what you want them to do next. 

Also, it’s advisable to have more than one call-to-action button on your landing page, so you might want to experiment with that (use A/B testing to learn what works best).

Keep in mind that call-to-action buttons should be impossible to miss – you can achieve that by using a color that contrasts with the overall color scheme of your landing page.

You can safely ignore the “what’s the best call-to-action button color?” discourse because it’s not about any particular color, it’s about making sure that the buttons stand out. 

#9 Provide Social Proof

Social proof is a psychological principle that says that when we are unsure of what to do,  we look at what others do to determine the best course of action.

In the business context, this means that when potential customers aren’t sure what to do, they seek indications that other people trust you.

You want to display both direct and indirect social proof on your landing page:

• Direct social proof relates to the offer in question such as customer testimonials and case studies.
• Indirect social proof relates to you as a person and includes relevant accomplishments, credentials, awards, media features, etc.

If you don’t have social proof, you need to get out there and obtain it!

#10 Add Visuals

Relevant images can help you increase the conversion rate of your landing page – especially if you are selling art!

Say, if you are selling watercolor landscapes intended to help people make their homes more beautiful, then have images not only of the paintings themselves but also of how they look in different homes. 

And if you are selling online art classes, then“before” and “after” progress photos of your students can serve as powerful social proof. 

Want to Learn How to Write Landing Page Copy That Converts?

Copywriting can make or break a landing page. 

But how can you write copy that converts if you don’t have any previous copywriting experience?

Our friend Jim Edwards wrote a book called “Copywriting Secrets” where he shares everything that you need to know to get started.  

If you apply his advice correctly, you should see immediate results, which is what matters the most when you are trying to get a business off the ground. 

So don’t hesitate and get a free copy of “Copywriting Secrets” today!

Get “Copywriting Secrets” for FREE!