Creating a landing page is an important step in the website design process. This article will tell you how to create a landing page and some tips on what makes for an effective one.
A good landing page should be designed with the goal of converting visitors into customers, which means it needs to have a clear call-to-action, like setting up an appointment or filling out a form. It should also use your company’s branding elements and include text that is written in concise language with easy-to-understand visuals.
This article will show you how to create a landing page from scratch and then point out some good examples of professional landing pages so that you can get inspired by them.
How to create a landing page
The first step is to decide what type of information the website visitor needs to give in order for you to provide them with a product or service they want.
The purpose of this website is to sell a product, so the goal of this step is to get their email address. In order for you to do that, though, your landing page needs an effective headline and compelling copy. You don’t want visitors to have a hard time figuring out what they’re supposed to do on your page or guess as to why they were brought there in the first place.
The top part of your website should be reserved for company logos and branding information (the “hero area”). This will give visitors some reassurance that they’ve come to the right place by seeing text or images from trusted sources next to yours. Put relevant social media icons here too if you have them because more than 80 percent of online experiences begin with a social recommendation.
Select a relevant image that will entice visitors to continue reading your copy. A good landing page should have 2-3 sentences of introductory text that immediately draws the reader’s eye and then lets them know what you’re offering (as well as why they should care).
Your headline doesn’t necessarily need to be changed from the one in your original ad campaign if it is clear and effective, but don’t make it too long or complicated. You want people who see it to understand what you’re offering right away.
When users reach this point, there needs to be a catchphrase or action word like “sign up” or “start now” so that their attention is directed toward completing your desired action on the page (like an email subscription or an inquiry). It’s also a good idea to offer some useful tips at this point so that users feel they’re receiving something in return for filling out your form.
This is the part of your landing page where you want to address any concerns customers might have about your product or service so that they don’t hesitate when they reach this step.
The goal here is to make it easy for them, not overwhelm them with too much information. A good rule of thumb is to keep each bullet point under 10 words and avoid using technical jargon here if possible. Explain the benefits of subscribing to your email list rather than just stating what people will receive from doing so because most people would prefer something like “get 50 percent off all new products” over something like “offered with a 50 percent discount.”
When users click on this button, they are taken to a page where they can subscribe to your email list through a third-party service. You’ll want to make sure that you’re logged into the same provider that is providing the forms for this step (like Mailchimp or Aweber). This way, subscribers can easily be imported into whichever account you use and will already be qualified if any additional offers like giveaways are available to those who subscribe from your website. Check out this article on how to set up an email signup form.
The last section of your landing page should explain what happens after someone signs up for your mailing list. It’s also good practice here to include some social media icons so that visitors of your website can easily spread the word about you and your products.
Make sure to include information about how often subscribers will receive emails from you: a weekly digest, an email every time a new product is released, or something else entirely. This way, those who sign up for your list know exactly what they’re getting into before they click “subscribe.”
If possible, try to add some multimedia elements like video or an image gallery here because these types of images are proven to increase conversions by 80 percent. They also help readers better understand difficult concepts in ways that plain text sometimes cannot.
Remember that this is not necessarily where you should be directing users after they land on your site since most of them probably came there looking for a specific information. However, you can always post it in the “about” section of your website and refer them to this page if they’re interested.
When crafting your landing page copy, keep these tips in mind: Your headline should be clear and short. It should explain precisely what is being offered with enough details so that users know what they’re getting into when they fill out a form on your site (even if all they’re doing is signing up for an email list).
Social media icons are most effective at the top of the page where their presence will be seen by visitors immediately. Bullet points work better than long paragraphs here because people tend to skim rather than read thoroughly when looking at website content. The social action button should be visible and easy to access from your homepage or another landing page where users can easily find it. This way, it will be easier for them to spread the word about you throughout their social network of choice.
Why should you create one?
A landing page is like a digital version of an old-school sales letter. The point of it isn’t to convince readers that your product or service is valuable but to get them to take a specific action (sign up for your email list, buy a book, join a contest). It’s best used when you are specifically targeting potential customers who have already expressed interest in your area of expertise.
Make sure you: clearly explain what people will receive from subscribing to your email list; use concise bullet points rather than long paragraphs; consider including multimedia elements (like photos and videos) because they increase engagement by 80 percent; provide information about how often subscribers will receive emails from you; make the “subscribe” button highly visible; include social media icons on your landing page and website.
Your landing page is a place where you can capture leads from potential customers who have already expressed interest in your area of expertise. This is not to be confused with your company webpage, which most likely contains an introduction to your business and information about what it does.
If the majority of people visiting your site are looking for such general information, then you should link them directly back to the homepage or somewhere else on the site that covers those topics instead. A landing page tends to attract users who are specifically interested in learning more about something directly related to what you’re selling: a product or service.
It’s best used when: You’re trying to make a direct sale (to drive visitors straight from Google onto a page where they can easily buy something without having to do any further research); or You’re inviting people to sign up for your email newsletter with a landing page specially designed to convince them that they want to receive emails from you.
The most important thing is not the design (which we’ll get into shortly) but how convincing and informative it is. People will generally only read about two or three sentences before deciding whether or not they’re interested in reading any further, so your copy needs to hook them right away. If you can’t capture their interest within those few words, then there’s no reason for them to continue reading.
Make sure you: clearly explain what people will receive from subscribing to your email list; use concise bullets rather than long paragraphs; consider including multimedia elements (like photos and videos) because they increase engagement by 80 percent; provide information about how often subscribers will receive emails from you; make the “subscribe” button highly visible; include social media icons on your landing page and website.
Landing pages are most effective when placed in front of people who have already expressed interest in whatever it is that you’re selling, which means that nearly all businesses will need to create them for themselves. There are certain instances where a potential customer might go to their Facebook homepage or a company’s official website looking for something specific.
For example, if an individual has just heard about some amazing new product and would like to find out more information before deciding whether or to purchase it. That person could end up going directly to the company’s website, but more likely they will search for that product using a search engine like Google, Yahoo, or Bing.
A/B testing – how to test different versions of the same content to get better results
Ab-testing (A/B testing) is a process that helps you to test different versions of the same content against each other in order to get better results or to find out what works. You can use it for any type of content, whether it’s text, banners, forms, emails, and all the rest. It’s done by creating several variations of a given message and then showing them to visitors at random so that they are unaware which one is exactly being delivered to them.
Then you analyze the data from your analytics tools in terms of things like opens/clickthroughs/conversions etc., so that you can see which version performs best. You then keep whichever version performed best and ditch whichever didn’t work as well.
A/B testing can be done with Google Website Optimizer, but here I’m going to use a completely free version – Visual Website Optimizer. It’s basically the same service, with no branding or limitations. You just need to create an account and then you’ll have access to their 3-step wizard: Creating Experiments (choose what will be tested), Choosing Targets (choose which pages / URL s will serve as targets), and Running the Experiment, once you’ve completed the previous steps.
Then you simply enter your message into whichever element it is that you want to test; In this case, we’re going to be testing headlines of e-commerce landing pages. Once they’re all entered, click on the “Start Experiment” button.
Let’s have a look at how to create an effective landing page for your website or business, as well as some examples of the best and worst ones available on the Internet. This blog post is based upon our own experience in A/B testing and split-testing different strategies and tactics that we’ve tried both ourselves and through our clients to see what has worked best.
Let me start off by saying that I think it’s quite important to differentiate between landing pages and homepages. There are many gurus out there saying that you should always include calls-to-action on every page of your site because they convert really well, but this isn’t entirely true.
When everything works together properly – great content, great offer, great headline and etc. – they will work very well; however, if you have a bad landing page and your home page is just an introduction to that same landing page (which happens often), then it’s going to be counter-productive.
We’ve also seen people using the same landing pages for different offers or as part of multiple campaigns, which means that they might just repeat what was already on there without changing a thing; Sure, they’ll get more conversions but at the cost of affecting the overall quality of their traffic.
It’s like giving away free samples from one supermarket to visitors from another supermarket in order to try to convince them to switch over. It can certainly do it, but not only because all supermarkets have samples – you’d gain more customers if the other supermarket didn’t have them, or if they were really bad samples.
Creating a landing page is important for any e-commerce website, but even more so if you’re planning on running an effective affiliate campaign or a paid marketing strategy. It’s essential to know how to do it properly in order not only to get the best results out of your marketing strategies but also maximize revenue/profit.
Otherwise, you might be wasting a lot of opportunities for adding new customers to your database.
It’s also important not to overdo it, as I mentioned above – if you don’t want to make a mess of your website, then keep it focused on what you’re trying to sell/promote. Keeping it simple is crucial: include only what you need and provide the visitor with everything they require so that they can easily make a decision about your offer.
Don’t try to convince them that it’s all about you and what they should do next – focus on the person clicking through your link and give them exactly what they’re looking for on their journey.