(Perfect Landing Page) Landing pages are great for getting people to take action, but they often lack the polish that makes them truly exceptional. You’ve probably seen them before.
They’re usually generic, boring, and a little under-designed. They might even have a few missing features, like a signup form, a social sharing button, a call to action, or something else that makes them more valuable. So, what should you do to create a perfect landing page?
How Does A Landing Page Work?
A landing page is a web page that has a specific goal. They are focused on a particular task, such as taking action, and the purpose of a landing page is to convert visitors into customers.
For example, it can be an ad campaign’s website, an e-commerce website, or a content marketing website that includes products and services.
They are designed to convert visitors into customers by giving them essential information about what you offer and why they purchase your products or services. Some of the most common uses for landing pages include:
- To see results from an ad campaign, you have to ensure as many visitors as possible take relevant action.
- These pages summarize what you offer and provide relevant information about the product you’re selling, including possible upsells.
- These websites will use landing pages to focus visitors into performing an action that will result in revenues, such as clicking on an advert or affiliate link.
How Do You Create A Comprehensive Landing Page?
To create the perfect landing page, you don’t need to have a master’s degree in psychology or marketing, but you will need to ensure proper planning.
Any conversion-oriented page requires the appropriate planning and exemplary execution to be effective.
Having understood what a landing page is, you’re probably curious about what steps you need to take to make one that meets your objectives.
Your Landing Page Should Have A Goal
When setting up a conversion-oriented webpage, you must adhere to the five P’s: Proper Planning Prevents Poor Performance.
You should comply with this rule when attempting anything in life, but as this post is related to landing pages, this is what will be focused on! Therefore, before even opening your computer, you should understand your goals vis-à-vis the page.
As mentioned earlier, there are various types of landing pages you can set up, deciding on where your traffic is coming from and what outcome you hope to achieve.
For example, traffic coming from an advertising campaign will be different from that coming organically via search engines. Therefore, you must take the time to understand the mindset of your visitors.
Prepare Your Layout
Now that you have an idea of who your visitors are and what information you must provide them that results in successful conversions, you should plan your layout. All high-converting landing pages have the same five elements:
Every campaign will have slightly different variations on these points. For instance, a headline for organic traffic will be based on Search Engine Optimization (SEO), while for an ad campaign, you can be more flexible with your copy.
Keep Your Copy Concise
Short, sweet, and to the point is often the best course of action when writing your copy. This means you need to get your message across quickly and concisely without sacrificing clarity or losing your visitor’s attention.
Therefore, when constructing your landing page copy, you must pay attention to what your visitors expect to see and then combine it with copy convincing enough to persuade them to perform the desired action.
However, it is more of an art than many people give it credit for, and you should consider that a visitor will only spend a few seconds on your landing page before deciding whether to take action or bounce away.
Positioning Above-the-fold Should Be Prioritized
To follow on from the previous point, you will only have a few moments to entice visitors to keep reading. In other words, your content above the fold should be compelling enough to draw the viewer to keep reading.
It means that, in practice, your headlines and hero images must allow your readers to understand right away what your product or service is while leaving them wanting more.
In addition, if you are collecting leads, you should include a signup form above the fold with an offer that is enough to get them to surrender their email address.
With the rise of smartphones, it has become more challenging to make sure all relevant information is above the fold.
As a result, you must design two landing pages and ensure that the mobile versions convey your message equally and desktop versions.
Design Landing Pages Tailored to Each Campaign
There is no one-size-fits-all in this industry, and to get the most bang for your buck, you will need to create individually tailored landing pages for each campaign.
If you wanted to go further, you could segment your audience and create separate pages in the same promotion, but for different audience segments.
For example, if you have a website selling dog toys, you could direct people with smaller dogs to a separate landing page to those with larger ones.
In this case, you can use imagery to create a landing page that resonates with each type of dog owner.
Always Be Testing
To get the best results, you should constantly monitor your campaigns and test what does and doesn’t work. A/B testing is a form of experimentation in web design and online marketing.
It is a way to split the traffic on a website into two groups and see which variant performs better. This is an ongoing process, and while it takes time and effort, the results can be phenomenal.
While there are many things to consider when creating a landing page, there are also ways to make the process easier. By following some of these tips, you can create a landing page that perfectly matches your needs!