A podcast landing page is a must-have marketing tool to increase the online visibility of your podcast, promote it to a broader audience, and encourage more people to subscribe to it.
No need to wait for the first episode to go live and win a loyal audience.
Launch your podcast landing page and start promoting it beforehand to grab interest and have a solid email list of listeners waiting for the premiere. Consider a landing page a part of your podcast launch regardless of your niche, as it’s a chance to get one step ahead of the competition and attract their audience to your product.
But here comes a challenge…
That competition is super high, and podcast landing pages are many, too. What makes yours stand out, grab attention, and turn users into loyal listeners and subscribers?
In this article, we’ll reveal the ingredients your podcast landing page should have if you want to convert your target audience into avid listeners and subscribers.
What is a Podcast Landing Page?
A podcast landing page is a standalone, independent web page you use as a marketing tool to attract traffic and convert visitors into your podcast subscribers.
Let’s face it:
- A podcast landing page is NOT your website’s home page (unless you design it to be so).
- A landing page is NOT your About Us or Contacts page.
The purpose of a landing page is to be the virtual front door of your marketing campaigns and any promotions you are running (Google search, social, PPC, etc.). A podcast landing page convinces visitors to listen to your show, sign up for your email list, or subscribe to your podcast on their preferred app.
To succeed here, you need to design the whole page accordingly. It should engage users, explain what’s in it for them when they listen, and motivate them to subscribe. Clear and concise yet informative writing and design tricks will help with that.
Before You Start Crafting a Landing Page for Podcasts
For your podcast landing page to engage and deliver marketing results, first focus on research and ensure you’ve specified a few details:
1. Your goal
What do you want to accomplish with this particular landing page? Follow the rule: one page = one goal = one call to action. Speaking of podcasts, the two most obvious calls to action come to mind:
- Get people to subscribe to your show.
- Get them to sign up for your email list.
Decide on the goal beforehand to understand how to design your podcast landing page accordingly.
2. Your audience
Your landing page is a place to provide a customer-centric experience to the audience. Ensure you understand these people inside out:
- Who is your ideal listener?
- Why will they care about listening to your show? What are their pain points, needs, and expectations?
- How do they communicate, where do they search for information, what influencers do they trust, etc.?
Create a buyer persona, aka a research-based detailed profile of your target customer. The more you know about these people, the easier and more effective it will be to craft a core message for your landing page to compel them to take action.
3. Keywords
For your landing page’s better visibility and higher rankings in search engines, you’ll need to optimize its content accordingly. So, do your best to choose the proper keywords for your podcast:
They should be relevant to your offer and marketing goals but ensure your keywords also match the search intent of your target audience. When typing their query into Google search and getting your podcast in the results, users want to see what they expected to see.
It’s all about your brand’s authenticity, trust, and authority, influencing the overall performance of your podcast landing page, too.
7 Elements to Include in a Podcast Landing Page
And now, for the practical part:
It’s time to specify all the elements your podcast landing page needs to bring results. When designing it, ensure to include the following:
1. Emotional Headline
It’s the first thing a user will see on your page, so craft it the best way possible. Here go a few rules:
- Make it eye-grabbing: a font style and size, a background, a message itself — everything matters.
- Make it short yet informative: use your target keyword to make search engines and visitors understand what they’ll find on the page.
- Make it compelling: think of a concise yet emotional phrase to hook visitors and motivate them to stay and keep investigating.
- Get to the point: Limit a headline to 10 words, and use active verbs and power words to make it more engaging.
Source: The Newsworthy
In the above example, a headline provides precise info on what you’ll get if listening to this podcast: 10 minutes of the news. A visitor understands how much time they’ll spend on it and gets intrigued with an emotional component the headline offers: “fast, fair, fun.”
A writing trick most copywriters know as alliteration (the repeated “f” sound) makes the headline even more powerful.
2. Informative Subhead
Just below your podcast headline, the subhead comes up. Its task is to provide more details about your show. Think of a subhead as your podcast description, persuading visitors to continue investigating your page.
How to write a subhead:
- Use active verbs for people to understand what they’ll do here and motivate them to act.
- Make a subhead punchy: Trigger users with neuro writing techniques like questions, numbers, beneficial adjectives, quotes, and others.
Source: The Friday Habit
Rules to follow: A subhead should be short, descriptive, inviting to action, and informative; don’t make it a list of keywords separated by commas — use complete phrases and sentences.
3. Hero Image
A hero image is a large, primary banner a visitor sees on your landing page. It can be an image, a series of photos, or a video presenting your product (podcast) in the best way possible.
A hero image is super critical for your podcast landing page’s success:
Most people are visual learners who perceive information through visual content rather than text, so your image may be the only thing they’ll consider if they want to stay on your page.
More than that, it takes only a few seconds for our subconsciousness to build the first impression about what we see. A hero image is a core element that helps decide whether we are in the right place to scroll and learn more.
With that in mind, ensure your banner conveys the value of your podcast, its context, and the emotions a user will get when listening to it.
What can be a hero image? Marketing influencer Neil Patel specifies seven types of hero images:
- Product
- Contextual
- Emotion-focused
- Founder-focused
- Behind-the-scenes
- Action shot
- Benefits-focused
Speaking of podcasts, most creators choose contextual, emotional, or founder-focused images for landing pages. Often, we can see a photo of podcast producers or hosts on a banner:
Source: Social Media & Politics
But whatever type you choose for your podcast landing page, remember a few rules:
Your hero image should be relevant to what you offer, high-quality and original (say no to stock photos with general meanings), and fit the overall design of your page.
Ensure your banner grabs attention and triggers positive emotions in visitors, not distracting them from your CTA button.
If you are a brand focusing on video marketing and video podcasts, feel free to use a shot or a short video preview demonstrating how users will benefit from listening to you.
4. Beneficial Offer
Speaking of benefits, by the way:
Your podcast landing page needs a clear offer to begin the process of generating leads. In other words, do your best to motivate visitors to listen to your episode or sign up for updates.
For that, try integrating a value into your headline and subhead. It should be something that meets your target audience’s needs and expectations. Offer something that will motivate them to choose you among other podcast creators.
Let’s go back to the example of an emotional headline from The Newsworthy for a moment:
Its beneficial offer lies in “fast and fun” and “10 minutes.” A person gets engaged with this format and decides to give it a try; especially since it won’t take long and promises to make their mornings more productive:
When making your offer benefit-oriented, think of words with positive meaning that would answer the “What’s in there for me?” question a visitor may have while examining your landing page.
5. Trust Signals
Another question visitors will have when coming to your podcast landing page is, “Why should I trust you?” It’s especially true if you’re a new brand with no loyal community (yet!):
You need something that would make users feel more secure about providing you with their email addresses and subscribing to your podcast. This “something” is trust signals like guarantees, quotes from influencers who listened to you and could recommend your podcast to others, testimonials, the list of brands you partnered with, etc.
They tell visitors that your product is worth their time and trust. They encourage visitors to take action while on your landing page.
Source: Food Psych
The trick here:
Place your trust signals strategically: Just below the offer or near the form where you ask visitors for personal information (an email address to subscribe to your podcast, for example). It will demonstrate to a user that you’re a good guy.
6. Motivating CTA
As already mentioned, your podcast landing page is about one specific goal or call to action: What do you want a visitor to do, after all?
Listen to your podcast episode now? Subscribe to your show on some listening app? Or maybe sign up for your email list to get news about upcoming episodes?
While all other elements of your page grab interest and explain (reassure) visitors that your podcast is what they need, one clear call to action (CTA) is what converts them into your followers. Ensure you design it right:
- Make it look like a button, not a link.
- Place it for a visitor to notice it at once and understand what you ask them to do: listen, click, subscribe, sign up, etc.
- Use compelling text, persuasive and inviting for them to take action. (Join, Listen Now, Browse, and Start Here are good options to start).
- Make a CTA stand out from the rest of your page elements: use a bigger font, consider contrasting colors, and try first-person texts like “Yes, I want to listen,” “Gimme the episode,” “Okay, sign me up,” etc. They sound friendlier and more motivating to click, don’t you agree?
Source: Julie Duffy Dillon
7. Newsletter Form to Build Your Email List
As a podcast owner, you may want to use a newsletter form as a part of your podcast email marketing: Send regular news, updates, or special offers (episodes) to your loyal audience. If so, do your best to include a sign-up form on your landing page:
It will help you collect email addresses and build relationships with the audience via email communication. The tip here:
Make your sign-up form as short and straightforward as possible: Ask for an email address and nothing else. Users don’t trust forms asking them for many personal details, and they are more likely to provide you with the information if it doesn’t take them long to do that.
Another detail:
Don’t hide your contacts from the landing page. Users need to see where to find you if they want to ask questions or learn more about your podcast or social media presence.
To motivate visitors, offer them something extra for their email address: It can be a free e-book, online course, discount, etc. Just ensure this lead magnet is relevant to your podcast; otherwise, you’ll get tons of sign-ups from people who don’t care about your show and won’t read your emails.
Ready to Engage a Broader Audience With Your Podcast?
Now that you know all the elements a landing page needs to attract visitors and convert them into loyal listeners, it’s time to create a podcast and design a stellar podcast landing page for your marketing campaigns.
It’s worth your time and effort. With a high-converting landing page, you will get a broader audience and become a brand that’s worth listening to.
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