How To Create a Custom Landing Page: The Unlikely Answer to Low Email Lead Conversion

It’s a lot harder to sell something that you already have.

If you work with me, I can help your chances of getting a job increase to 20%.

If you understand the problem and adopt my solution, it’s possible to fix this.

First, the problem

Its not a secret that most of us are inundated with emails every day.

You see, peoples inboxes are more jam-packed than ever before and when it comes to emails they either get ignored or deleted. If an email even remotely resembles bad outreach emails (and there is a lot of that), then the recipient will delete without reading.

The solution is clear: You need to do something unique. Ive included a list of some ways you can accomplish this in the article.

Read on to learn how custom landing pages can help you beat the generic emails that are clogging your prospects inboxes.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Why Account-Based Marketing Is the Way to Go

Account-based marketing is really just a better way of targeting potential customers.

With a custom landing page, you will be able to do this.

In inbound marketing, you are focused on getting a few big fish but there’s not much competition.

The problem is there are four million blogs published per day. Even if you target high-level prospects, it’s not going to happen.

As a lead conversion tactic, its not very effective. You lose leads because they dont think you are worth their time.

On the other hand, account-based marketing allows you to personalize your message for each prospect. And with 281 billion emails sent per day, it’s more important than ever.

Personalized emails have the power to increase email open rates by 28%.

Audience targeting works.

But what I don’t understand is how the company expects me to personalize hundreds or thousands of landing pages for prospects.

You can just start with standard leads.

Instead of trying to create a one-size-fits all landing page, you should personalize it based on the visitor’s needs.

Let me show you how this works. This is an example of paraphrasing in English: Original sentence – I am not sure if my boss will agree with the idea, but it’s worth a try! Paraphrase – My boss might think differently about this than I do, so let’s see what happens when we ask him or her for feedback on our proposed plan.

Three Exemplary Custom Audience Landing Page Examples

When you send out an email, how can it stand out from the rest? How do I provide value to a lead in my sales pitch so that they’ll want more information or even buy something right away?

Its time to rethink your strategy if you can’t answer that question.

One strategy is rarely used and takes very little work, but you need to research your competitors to see what they use in their marketing.

how to create a custom landing page

Slack is a prime example of this. They offer their program to all sorts of people, which makes it difficult for them to target with ads or outreach campaigns.

They cant just send an email that says use Slack to communicate with your team. Even though it is a basic summary of their service, they need to personalize the message.

Instead, they take a different approach and customize their email campaigns for common audience segments like IT. Article: When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation.

how to create a custom landing page

Source: Slack IT Page

how to create a custom landing page

Source: Slack Engineering Page

If you were an engineering professional, which lead conversion approach would make more sense?

  • A generic landing page that doesnt offer any information about what Slack is or how it can be used.
  • A landing page with laser-focused messaging targeting the type of pain point they want to solve. Article: You can also use a tool like Google AdWords or Bing Ads, but its not free and you need some sort of budget.

I think you know the answer.

Slack is just one of many companies that customize their landing pages to target niche markets. Freshdesk, another help-desk software company, does this as well by targeting universities with specific copy and examples.

how to create a custom landing page

According to Freshdesk University, there are many initiatives that companies can take in order to diversify the job market.

They even go as far as to provide testimonials from customers who are like their target market, which makes it more tailored and personal for them.

They have a custom-built landing page for each of those categories.

how to create a custom landing page

A new study from Freshdesk reveals that people are most likely to use their mobile devices while on the toilet.

Evernote also personalizes their lead generation by sending them to specific landing pages curated specifically for that type of audience.

how to create a custom landing page

Source: Evernote Premium Page

Their premium plan is targeted at office workers and startups, which are the areas they focus on.

They make their basic plan available to a broader market as an easy-to-use note taking application.

how to create a custom landing page

Source: Evernote Basic Page

The answer is creating a custom landing page that can be reused with just a few changes each time it’s used. It would have been too much work for the design and development team to create new pages every time they’re needed, so I came up with this plan.

Lets take a look

How to Design Unique Landing Pages for Prospects (At Scale)

Creating custom landing pages can seem like a ton of work. A lot of companies don’t even know that they’re not properly optimized and responsive.

I recommend checking out this article on lead generation. It has some great tips for how to turn your page into a high-conversion one.

There are a few different ways to customize your landing pages with email marketing. You can either use HTML, or you can create them by uploading an image.

Here are two tips to help you be successful in your job search.

Option 1: Utilize a Website Builder

If you do not have a custom website developer, it is likely that using an online builder will be your best option.

These website builders are great because they allow you to easily build your own online presence.

Landing pages are a great way to promote products and services on these sites.

  • They are inexpensive to start up (pennies on the dollar).
  • When you use this tool, it’s easy to customize your campaign and duplicate pages.
  • They don’t need to know any coding.
  • You can add videos, audio files, and podcasts to your website.
  • Blogs and websites can be integrated to simplify the blogging process.
  • They have so many free themes and customization options that its easy to match your branding.

With a website builder, you can instantly customize your landing pages. For example: this travel hacking blog.

how to create a custom landing page

Website builders make it easy to create a new website. For example, if you want your site to target medical professionals, there is likely a theme for that.

Lawyers are a specific market, so there is an app for it.

If you want to start campaigns as soon as possible, there is no better option than this.

Compared to custom development, you are paying almost nothing for using pre-made landing pages.

If you use tools like heatmaps, then its not too expensive to start testing your landing pages. You can see what is performing and which parts are underperforming.

how to create a custom landing page

With your landing page builder, you can change button placements and calls to action. This information is important because it shows what will work best for the user.

Basically, you can make dramatic changes to your landing pages without having to wait for a developer or pay lots of money every time.

Option 2: Go With Custom Development

Custom development is a great option for you if you have the time and money. You can create beautiful back-end fields that help streamline landing page design, which will save valuable time when developing content.

BuzzSprout does this well, with templated pages and simple copy changes to fit new audiences. They do it by tweaking the template or creating a whole new one for each audience.

how to create a custom landing page

With this approach, you can make your custom development as efficient and cost-effective as possible.

Building a custom landing page is often more expensive and takes longer than using one of the many building tools available on the market. But, they can lead to big boosts in your overall sales.

Custom development can sometimes be good because it forces you to take your time. It also helps if you want to research what other competitors are doing.

Creating custom landing pages is a great way to increase lead generation.

Master Your Messaging

A custom landing page should be simple, concise, and clear. It needs to include a call-to-action that is relevant for the company’s product or service.

When you’re building your audience, it’s important to be laser-focused. For example with Freshdesk and Slack, they only targeted their own customers.

You have to tailor your message for each customer, which means you need information about their specific needs and pain points.

For example, here are some questions you should ask to help diversify the job market: -Do they have any children? -What is their marital status? -How many hours do they work per week on average?

how to create a custom landing page

You should start by addressing your audience right away and giving them a short, tailored sales pitch.

Optimizely is a great company that targets Microsoft as their market.

how to create a custom landing page

The headline is catchy and effective.

Optimizely provides a platform for testing and personalizing your website or mobile app.

They don’t ask for an immediate sale. They want their customers to take the time and learn about them.

Learn more. Test it out.

Instead of trying to sell, they try educating potential customers about how Microsoft can help them.

When you want to improve your close rates, make sure the messaging on your landing page is clear.

Bring It to Full Circle

Thanks to the best email marketing platforms like Convert Kit or Get Response, its easier than ever before to reach your audience. However, even though they are many tools at our disposal for reaching them with emails and newsletters that will convert well on average.

When you send emails, make sure to personalize them and focus on customer pain points.

In order to reach a large audience, you need to target your emails. You should split them up into segments.

Here are some companies that grew through tactics like this: Slack, Freshdesk, and Evernote.

If you need a website, it’s really easy to do with no web development skills.

The point is to do it. The more people you talk to and the better your products, the higher conversion rates will be.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.