As a food blogger or restaurant owner, you know how important an eye-catching yet simple landing page is to convert visitors into customers or subscribers. However, creating an effective landing page is easier said than done. With so many elements to consider like copy, images, calls-to-action, and layout, it can quickly become an overwhelming project, especially if you have no design or technical experience. The good news is that you don't need fancy coding skills or an expensive web designer to build a high-converting landing page for your food blog or restaurant. Using a simple yet powerful drag-and-drop landing page builder, you can create an enticing landing page in a matter of hours without breaking the bank or pulling your hair out. This guide will show you how.
Why You Need a Landing Page for Your Food Business
To successfully market your food business, you need an effective landing page. A landing page is a standalone web page designed specifically to convert visitors into customers or subscribers. For your food company, a good landing page should:
- Clearly convey your brand and product offerings. Use professional photos of your food, your restaurant or kitchen, and your staff. List your menu options, prices, and location or delivery details. This helps visitors quickly understand what you sell and whether it meets their needs.
- Have an easy-to-spot call-to-action. A CTA tells visitors what to do next, like make a reservation, place an order, or sign up for a newsletter. Place your main CTA prominently on the page, using an eye-catching button or link. Multiple CTAs for different actions can also be effective.
- Be optimized for search engines and mobile devices. Build your landing page with responsive design so it displays well on any device. Include relevant keywords in your page title, URLs, headings, and content. This will improve your page's search ranking and make you easy to find.
- Provide social proof. Feature positive reviews from happy customers, mention media coverage or awards you've received, and include social media follow buttons. This builds trust in your brand and product.
- Be simple and clutter-free. Remove any links or CTAs unrelated to your goal for the page. Use plenty of white space and align elements neatly in a grid. Your most important information and CTAs should be instantly visible. Keep your content concise while highlighting the key benefits of purchasing from or engaging with your company.
An optimized landing page is essential for converting casual visitors into loyal customers. By implementing these best practices, you'll have an effective landing page for your food business in no time. Build it, promote it, and start reaping the rewards.
How to Choose the Right Landing Page Builder
When choosing a landing page builder, there are a few key factors to consider.
Ease of Use
Look for an intuitive builder that is easy to navigate and requires little technical skill. Drag and drop functionality allows you to quickly add elements like text boxes, images, buttons, and more without needing to know how to code. Builders with pre-made templates help you get started fast. Some top options for user-friendly builders are Unbounce, Instapage, and Leadpages.
Integrations
Select a builder that integrates with the tools you already use, such as your CRM, email marketing service, payment processor, and analytics platform. This allows you to easily transfer data between systems and create automated workflows. Many builders offer Zapier integration which connects with over 1,000 apps. Builders like Unbounce, Instapage, and ClickFunnels offer broad integration options.
Mobile-Friendly
Your landing page must display properly on mobile devices. Choose a responsive builder that automatically adjusts your page layout for mobile viewing. Some builders have separate desktop and mobile editors so you can customize for each viewport. A mobile-optimized page means a better user experience for visitors and higher conversion rates.
A/B Testing
A landing page builder with built-in A/B testing capabilities allows you to create multiple versions of your page to see which one performs better. You can test different headlines, copy, images, colors, and more to optimize your conversion rate. Top builders like Unbounce, Instapage, and Leadpages offer visual A/B testing features that are easy to set up.
Pricing
Landing page builder pricing varies but often ranges from $25 to $199 per month. Consider how many landing pages you need, the level of functionality, available integrations, and A/B testing features. Some builders charge based on page views and conversions while others offer unlimited everything on higher-tier plans. Choose an affordable builder that suits your needs and budget.
Setting Up Your Landing Page on Unicorn Platform
To set up your landing page on Unicorn Platform, follow these steps:
Select a Template
Unicorn Platform offers both free and paid templates to choose from. Select a template that matches your brand and the goal of your landing page. For a food-related business, choose a template with an image header and pricing table to highlight your menu.
Add Your Header and Hero Image
The header includes your business name and logo. Upload a high-quality hero image that showcases your food and elicits an emotional response from visitors. For a pizza business, an image of a hot, freshly-baked pizza would work well. Your hero image is the first thing visitors see, so choose wisely.
Craft Your Headline and Subheadline
Your headline should capture the key benefit of your offer in just a few compelling words, e.g. “Artisanal Pizza Delivery in 60 Minutes or Less.” The subheadline expands on the headline, e.g. “Enjoy authentic Neapolitan-style pizza made from the freshest ingredients and delivered to your door.” Keep both concise while highlighting your key differentiators.
Describe Your Offer in Detail
Use bullet points or short paragraphs to describe exactly what you’re offering. For a pizza business, describe your dough made daily from imported Italian flour, homemade sauce from San Marzano tomatoes and fresh mozzarella cheese. Mention any specialty pizzas you offer as well. This section should make visitors’ mouths water and motivate them to order.
Add High-Quality Images
Include images of your actual food throughout this section. For a pizza business, share photos of your signature pizzas, fresh ingredients and pizza oven. Images make your landing page visually compelling and help convince visitors your food looks absolutely delicious.
Include Social Proof
Add reviews, ratings, a review widget and social media links to build trust. For a food business, share reviews and photos from real customers. A review widget allows new reviews to be dynamically added and seen by visitors. Links to your social profiles demonstrate your business is active in the community.
Add a Clear Call-to-Action
Your CTA should invite visitors to order, book a table or contact you. For a pizza delivery business, your CTA would be “Order Now” or “Delivery or Pickup.” Place your CTA prominently on the page, e.g. as a bold button at the top and bottom. When visitors click it, they should be taken directly to your online ordering system or contact form.
Best Food Landing Pages Examples
To create an effective food landing page, analyze examples from successful companies. Their landing pages demonstrate key best practices for conveying a clear message, generating leads, and boosting conversions.
Blue Apron
Blue Apron’s landing page greets visitors with a hero image of a delicious meal, accompanied by the tagline “Dinner solved.” This immediately communicates their value proposition of providing pre-portioned ingredients and recipes to cook home-cooked meals.
The page outlines the three easy steps to get started with their meal kit delivery service. It highlights the benefits, including saving time on meal planning and grocery shopping. Customer testimonials and a pricing table further build trust and encourage signups. The prominent call-to-action button makes it easy to start a subscription.
HelloFresh
HelloFresh uses an enthusiastic and friendly tone to engage visitors. Their hero image features one of their recipes with the headline “Cooking made easy.” The subhead elaborates on their mission to provide “fresh ingredients and delicious recipes curated by nutritionists” delivered weekly.
The page is clean and uncluttered, focusing on the essential elements to convey their message. It highlights the variety of recipes, ease of cooking, and flexibility to choose meals based on dietary needs. A breakdown of their pricing plans alongside mouthwatering food images helps visitors choose the right option for their needs. The strong call-to-action encourages visitors to start their subscription to experience HelloFresh for themselves.
Sun Basket
Sun Basket’s landing page appeals to health-conscious customers with the headline “Healthy, organic ingredients. Curated recipes. Delivered.” The subhead promises meals prepared by chefs and nutritionists using organic, non-GMO and sustainably-sourced ingredients.
The page outlines their meal kit options based on dietary needs like Paleo, gluten-free, and vegan. Vibrant images of the fresh ingredients and prepared meals emphasize their focus on high-quality, nutritious options. A pricing calculator lets visitors determine costs based on their meal kit choices and frequency of deliveries. The strong call-to-action encourages visitors to start their first delivery.
In summary, these examples demonstrate how a simple yet powerful landing page can effectively convey a clear value proposition. Compelling headlines, vibrant images, concise copy, and prominent calls-to-action are key to generating leads and boosting conversions for your food product or service. Using these best practices will help you build an impactful landing page for your own business.
Using Visuals to Make Your Landing Page Pop
Visuals are essential for creating an eye-catching landing page. Images, graphics, icons, photos, and videos are all useful for quickly capturing a visitor’s attention and conveying information. When building your food landing page, incorporate visuals to help make key points and give the overall page visual appeal.
Photos of Delicious Food
High-quality photos of appetizing food are ideal for a food landing page. Feature photos of your most popular or best-looking menu items. Photos should take up a large portion of the page and be the main focal point, with text and buttons overlaying or beside the images. Photos allow visitors to visualize your offerings and quality before even reading any text.
Infographics
Infographics are an excellent way to display comparisons, statistics, facts or step-by-step processes on your landing page. Create infographics highlighting things like your business’s growth over time, the nutritional value of your ingredients, your mission and values or how your product is made. Infographics condense a large amount of information into an easy to understand visual format. They are eye-catching and help to build authority and trust.
Icons
Icons are simple visual representations that can be used in many areas of your landing page. Use icons on buttons, for bullet points in lists, to draw attention to facts and statistics or in the navigation bar. Icons help to break up text, making the page more scannable and esthetically appealing. They can also be used in place of text for a minimal design. Select icons that match your brand style and the overall theme of the page.
Videos
Video is one of the most engaging types of visual media to include on your landing page. Embed a short video highlighting your brand story, showing how your food is prepared or featuring customer testimonials. Videos bring your landing page to life and allow visitors to experience your brand in an authentic way. Be sure to keep videos short, around 1 to 2 minutes, with a play button prominently displayed on the page.
Using a variety of visuals on your food landing page helps to create an immersive experience for visitors. Photos, infographics, icons and video all work together to convey important information about your brand, build trust and keep visitors engaged. An eye-catching page with strong visual appeal leads to higher conversion rates. Visuals are key to a successful landing page.
Keep the Flow: Create a Clear Conversion Path
To create an effective conversion path on your landing page, clearly lay out the steps you want visitors to take. Guide them through the process to make purchasing your product or service as seamless as possible.
Keep the Flow Logical and Intuitive
Lay out the conversion path in a logical order that builds upon the previous step. For a food product, this may start with learning about your offerings, then selecting items to purchase, entering contact and shipping information, and finally completing the checkout process. Number the steps or use progress bars to clearly show visitors where they are in the process and how much is left to complete. This helps to avoid confusion and prevents visitors from feeling overwhelmed by a complicated process.
Minimize Distractions
Remove any elements on the page that may distract visitors from the conversion path. This includes secondary buttons, links to external sites, or unrelated content. The page should focus the visitor's attention on the steps to complete a purchase. All additional information, links, or calls-to-action can be included on other pages of your website.
Make Each Step Easy to Complete
Break down each step of the conversion process into simple actions that do not require a lot of effort to complete. For example, when entering contact information, separate fields into individual steps for first name, last name, email address, and so on. This seems less burdensome than confronting a long form all at once. Use concise button text like “Continue to Shipping” or “Go to Payment” to progress visitors to the next logical step.
Offer Reassurance and Support
Include supporting elements like security badges, testimonials, satisfaction guarantees, or phone/chat support options. These provide social proof and reassurance to help overcome objections or anxiety, especially for first-time customers. Your ultimate goal is to make the experience of purchasing from your business as pleasant and stress-free as possible. Remove any roadblocks or confusion, focus the visitor's attention, provide logical progression, and offer support and reassurance along the conversion path. This will maximize your chances of turning a landing page visitor into a loyal customer.
Offer an Incentive: Give Them a Reason to Sign Up
To convert visitors into subscribers and customers, you need to offer them an incentive to sign up. Giving away something of value in exchange for their email address is an effective way to build your list. Consider offering:
A coupon or discount
Offer a special coupon or discount code that is only available to new subscribers. For example, "Sign up today and get 15% off your first purchase." Food and beverage companies frequently offer discounts on first orders to get people to try their products.
A free trial
If you offer a subscription service, a free trial is an excellent incentive. Let new subscribers try your service for a limited time, such as 7 to 14 days, at no cost. At the end of the trial period, they will have the option to continue at the regular subscription rate. Many meal kit and recipe services use free trials to get people started.
A free download or gift
Create a lead magnet like an ebook, cheat sheet, resource guide or another digital product to give away in exchange for an email signup. For a food company, you might offer a collection of recipes, a meal planning guide or tips for food photography. The lead magnet should provide real value to your target audience.
Contests and giveaways
Everyone loves the chance to win something. Hold a contest or giveaway and promote it to get more email subscribers. You can give away samples of your food products, gift cards, kitchen tools or other prizes that would appeal to your customers. Be sure to follow contest laws and regulations in your area.
Using one or more of these incentives on your landing page gives visitors a reason to hand over their email address. In exchange, you get a new lead and the opportunity to build a long-term relationship. Offering value upfront is a great way to start earning trust and turning subscribers into loyal customers.
Test and Optimize: Make Data-Driven Improvements
To optimize your food landing page and make data-driven improvements, you must test various elements and analyze the results. Some key things you can test include:
Page copy
Test different headlines, subheadings, button text, and body copy to determine what resonates most with your visitors. For example, try three different headlines and measure which one gets the most clicks. You can then use the winner on your page.
Page layout
Try different layouts for your page sections, images, buttons, and forms. For instance, test having your primary call-to-action button in multiple locations on the page to see where visitors engage with it the most. You may find it gets more clicks at the top of the page versus the bottom.
Visual elements
Test different images, icons, color schemes, and fonts to optimize engagement and conversion rates. You may discover visitors prefer lifestyle images over product-only images or that a certain color button converts better than others.
Calls-to-action
Test different CTAs by changing the text, color, size, and placement. See if a “Start your free trial” button converts better than a “Sign up now” button, for example. The CTA with the highest conversion rate is the winner.
Page load time
Test how your page load time impacts visitor engagement and conversions. You can try reducing image sizes, cutting down on scripts, and compressing code to speed up load times. Monitor to see if faster load times correspond with lower bounce rates and higher conversions.
Analyzing the data and metrics from your landing page tests will reveal key insights to help you make data-driven optimizations. Continue testing and tweaking your page to maximize its ability to capture leads and drive conversions. With regular testing and improvements, you can build a simple yet powerful landing page for your food product or service.
Best Food Landing Pages FAQ: Common Questions Answered
The following are frequently asked questions regarding building an effective food landing page:
What are the key elements of a high-converting food landing page?
To achieve a high conversion rate, your landing page should include:
- An appetizing hero image showcasing your food product. This visually represents your offering and should capture the viewer’s attention.
- A clear headline highlighting your product or promotion. Keep this concise while highlighting the key benefit or offer.
- Bulleted lists of features and benefits. Explain how your product will satisfy the customer in a simple yet compelling way.
- High quality images of your food. Visuals are key for food-based businesses. Showcase photos of your product that highlight freshness and quality.
- A clear call-to-action like “Order Now” or “Book a Table”. Make it easy for visitors to take the next step.
- Social proof like customer reviews or testimonials. Build trust by showing real feedback from happy customers.
What are some examples of effective food landing pages?
Some examples of nicely designed food landing pages include:
- Blue Apron - Uses stunning food images, recipes and a clear process to convert visitors into meal kit subscribers.
- HelloFresh - Also succeeds with bold food photos and an enthusiastic headline offering a discount on first orders. The page is clean and focused, guiding you to subscribe.
- McDonald's Canada - Uses an image of a classic Big Mac to stir up craving, along with a message promoting a limited time offer. The page is simple but effective, resulting in a high conversion rate.
What common mistakes should be avoided?
Some mistakes to avoid when building a food landing page:
Do not overload the page with too much text or distracting images. Keep the focus on your product or promotion.
Do not use low quality or unappealing photos of your food. Only showcase your best and freshest offerings.
Do not hide your call-to-action or make it difficult to find. Your CTA should be prominent and help visitors take the next step.
Do not lack social proof like customer reviews or testimonials. Without this, visitors may lack trust in your business and offering.
Do not have a complex or confusing order process. Make it extremely simple for visitors to complete a purchase or booking.
By following best practices for food landing pages and avoiding common mistakes, you can craft an effective page that motivates visitors to take action. Focus on stunning visuals, an appetizing offer and seamless user experience. Build a page that leaves visitors hungry for more!
Conclusion
Using Unicorn Platform, you've seen how easily you can create an effective food landing page. By focusing on simplicity, visuals, and a clear call-to-action, your page will capture visitors' attention and drive them to become customers. Keep optimizing and improving your page over time based on key metrics to increase your conversion rates. With some time and testing, you'll have a high-performing landing page that fuels your business growth. Now get out there and build your irresistible food landing page—your hungry customers are waiting!
