But don't be confused, to make a landing page you don't follow the same steps as to create a common website. However, your website and landing page are complementary and can boost your sales funnel if you use them cleverly. So let's see what exactly a landing page is, how to design one that is effective, and final tips so that everything turns out great.
What Is A Landing Page
Imagine that your digital marketing strategy is like a fishing rod. That rod has several hooks, and one of them would be your landing page.
When a user takes this bait, they are presented with an irresistible offer and a clear and direct call to action (CTA). This CTA can be of the style “Try now”, “Sign up now”, “Download for free” or any other phrase that invites the user to take the next step, but not before entering their contact information, such as their name and email. It is then that the user becomes part of your leads or potential clients.
Benefits Of A Landing Page
- Some of the benefits you can get with a landing page are:
- Increase conversions: By focusing on a single objective, landing pages maximize the chances of visitors taking the desired action.
- Capture valuable leads: landing pages allow you to collect contact information from users interested in your product or service.
- Measure the success of your campaigns: Landing pages allow you to accurately track the conversions and return on investment (ROI) of your marketing campaigns.
How To Create A Landing Page
We already saw what a landing page is and what its benefits are, so now it's time to get into practice. If you want to create your own landing page, follow these steps:
Understand your audience
- Define clear objectives
- Design an attractive page
- Create persuasive content
- Include a powerful call to action
- Launch and promote your landing page
- Monitor and test the page
- Make continuous improvements
1. Understand Your Audience
Once you have identified the most relevant needs of your target audience and are clear about your competition profile, define what makes you unique, that is, your unique value proposition (USP). What do you offer that your potential clients can't find elsewhere? What benefits do you provide and how can you help your future clients?Make sure your value proposition is memorable and easy to understand. To do this, use simple language that resonates with your audience.
For example, if your company is dedicated to selling gourmet coffee, the USP could be that you offer gourmet coffee both in grain and ground, which you roast in an artisanal way with the best coffee beans in the world, whose cultivation comes from small producers who work sustainably, and you also deliver it directly to your consumers' homes.
2. Define Clear Objectives
Consider what you want to achieve, with your landing page. Do you want visitors to subscribe to your newsletter, download an ebook or buy a product? Define a main objective and then other minor objectives.
We recommend that your goals be measurable. In the case of a landing page, some indicators that you can use to evaluate whether the objectives are being met are the click-through rate (CTR) and the conversion. This will allow you to determine if the landing page is being effective or if any of its components need improvement.
It is important that your landing page goals align with your business or marketing objectives. For example, if as a business you seek to provide services to an exclusive audience, then your landing page should be
3. Design An Attractive Page
Your landing page should be visually attractive and easy to navigate. Consider the following aspects:
- Minimalist design: Create a clean and orderly design that guides the user's attention to the CTA. To do this, focus on the essential elements. Try to limit the amount of colors you use and opt for a simple palette with contrasts. There are many platforms that offer pre-designed landing page templates that adapt to this minimalist style and that you can customize according to your needs.
- Eye-catching typography: Headings and subheadings should attract visitors, as they will contain the most salient information on the page and help users determine if the content is relevant to them. Choose a font for these headlines that is easy to read and fits the minimalist style. Avoid cursive or decorative fonts that distract from the main message.
- High-quality visuals: Use good-quality images, graphics, and videos. This will help you gain credibility and show professionalism. Also, think that visual components help capture visitors' attention and communicate your message in a more attractive way.
As a last detail, make sure your branding elements are consistent. Choose a domain name that helps people find you, and add a logo that reflects your brand identity. In this way, you will achieve greater recognition, differentiate yourself from the competition and build a more authentic brand.
4. Create Persuasive Content
Remember the three “cs”: the content of your landing page must be clear, concise and convincing. Focus on the benefits of your offer and use language that motivates users to take the action you want. Take into account the following elements:
- Title: Write an attractive title that piques the user's curiosity.
- Subtitle: Supplement the title with a subtitle that provides more information about the offer.
- Body text: Explain in detail the benefits of your offer and why the user should take advantage of it.
- Testimonials and reviews: Add the experience of satisfied customers to increase trust and credibility.
5. Include A Powerful Call To Action
The call to action is the reason you created your landing page in the first place. This element tells the user what you want them to do. That's why it's so important that you place the CTA strategically. Here are some options to consider:
- Above the fold position: at the top of the page, visible without having to scroll, immediately, ideal for capturing users' attention and communicating the main offer. The disadvantage is that it overlaps with other elements such as the header or the main image.
- Position after the fold: below the fold, visible after scrolling. It allows you to explain the offer in detail before the CTA, ideal for complex offers or those that require more information. The downside is that it may have less visibility as some users will close the page before scrolling.
- Fixed position: remains visible on the screen while the user scrolls. Always visible to the user, ideal for reminding them of the desired action. The downside is that it can be intrusive or annoying.
- Position in the lower right corner: familiar location, easy to find. The downside is that it is less effective than other more prominent locations.
- Position within content: Integrated within the page text, most effective for content-dependent offers. The disadvantage is that it is less visible if the user does not read all the content.
As for language, it uses action verbs, with a persuasive and direct message. It also helps to create a sense of urgency that encourages action. Some examples of CTAs are: “Download now”, “Special offer for the first [number] people”, “Exclusive class with [recognized person]”, “Subscribe for free”, “Buy at [price] for a limited time”, “ Sign up for the last [number] places.”
6. Launch And Promote Your Landing Page
If you already have a list of subscribers, you can send them an email with a link to your page, either as part of an email marketing campaign or a newsletter. For example, if you are launching a new product, it is a good idea to publicize it through a landing page. To create that sense of urgency we were talking about, you can offer limited units or a discount for the first 100 people to purchase it.
Another option is to include a link to your landing page from your blog. An example would be if you have a cooking recipe blog and you want to link to an ebook you have created. In each recipe you could add a link to a free download page for your ebook to get more subscribers to your blog.
We cannot fail to mention SEO for landing pages. As with other pages, you'll need to choose keywords that your target audience uses to search for offers similar to yours. Optimize your page, both in its title and in the meta description, headings and subtitles. Likewise, the content must be quality and relevant: make sure it responds to the users' search intention. Regarding the technical aspect, your page must load at a fast speed and be responsive. Not only on desktop computers, but also on mobile devices.
7. Monitor And Test The Page
Once your landing page is up and running, it's important to monitor traffic, sources, bounce rate, and conversions to evaluate its performance. You can use tools like Google Analytics to check these elements, analyze the results and modify your SEO strategy if necessary.
You can also perform A/B testing, testing different versions of the page to determine what works best, or use a heat map.
8. Make Continuous Improvements
Continuing with the previous point, make sure to keep your content updated to improve relevance and ranking. Study market trends and follow best practices. For example, organize information in a logical and understandable way, dividing paragraphs with headings and subheadings.
Don't forget that creating a successful landing page requires a strategic and continuous approach. Optimize the page whenever you think it is necessary to achieve your objectives.
Tips For Creating A Landing Page
These are the main points to keep in mind when creating a landing page:
- Define your goal: Clearly state what you want to achieve with your landing page and make sure every detail of the site is aligned with this goal.
- Create a visual hierarchy: Visually organize elements to highlight what is most important first and attract your visitors' attention from the first glance.
- Generate activity with a call to action: Make the action you want your visitors to take obvious and easy to follow.
- Create an engaging layout: Use a strategic layout that attracts visitors by placing crucial content above the fold for an effective user experience.
- Write an eye-catching description: Use clear language and creative headings to capture your audience's attention and clearly communicate the purpose of the page.
- Use images: Incorporate powerful images that complement the purpose of your page and provide visual understanding.
- Highlight your value: Explain how clicking on the CTA will benefit users by clearly showing them what they will get.
Conclusion
In short, landing pages are one of the most important tools in your digital marketing strategy. When you're creating a landing page, the key is to keep things simple. An easy-to-understand design, straightforward text, and a call to action that really grabs attention can improve the user experience and increase conversion rates.
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