So, it’s time for you to create your next landing page. We’ve previously discussed how to build and optimise your landing pages, but today we’re going to take it right back to the basics. Below we’ll highlight everything you need to consider when creating your landing page so that you get the most out of it.
Set a Goal
It might seem obvious to point out the need to set a goal for your landing page, but it’s a crucial first step that’s sometimes overlooked.
First things first, what’s the reason for your landing page? The reason will dictate the design and copy. So, are you creating your landing page to encourage:
- Webinar sign-ups
- White paper downloads
- Email list sign-ups
Once you’ve set your goal, you’ll be able to manage your expectations around its effectiveness accordingly. Let’s say your landing page is set up to encourage new customers to sign up with their email addresses – you can measure its success by monitoring how many people do just that.
Bear in mind that the goal of your landing page and your expectations for its success should be aligned. Unrealistic expectations make it challenging to understand just how successful your landing page is. When the two are aligned, you can find areas for improvement, if any, and make a note for the next one.
Keep the Design Simple
When it comes to the visual side of your landing page, it’s always wise to keep things simple. The last thing you want is for viewers to get lost in the design. Don’t overcomplicate it – once you know its purpose, set the on-screen scene accordingly.
Flow is everything when it comes to landing page design. Viewers should be able to easily follow the flow of the content without feeling visually overloaded. Make sure the layout makes sense and is easy to follow.
Also, don’t forget that the look of your landing page should echo the look of your site. They should be cohesive and complement one another, not feel like separate entities. If people are familiar with your brand, they should instantly recognise that the landing page belongs to you.
Keep Your Copy Concise
When it comes to the copy on your landing page, you want to be deliberate and economical with your words. The idea is to provide context around the product or service you are offering without overloading the customer.
Any further reading you want to provide clients with can be done on your website or through a mailer. The idea behind the landing page copy is to encourage the viewer to take action, so you don’t want to overwhelm them with text.
Create a Clear Call to Action
Of course, all your landing page elements are essential, but your call to action is up there with the most crucial parts. Ultimately, your call to action is what converts prospective clients into leads. So, don’t leave them unsure about what they need to do next.
Those are the key factors you should have in mind when setting up your new landing page. If you’re new to this whole thing, see what works and what doesn’t. At the end of the day, it’s trial and error.
And remember, landing pages aren’t just for new launches or a specific marketing campaign. They’re an effective tool for boosting lead generation. If a customer encounters a landing page at the right point on his journey, you’ll notice improved conversions.
Instead of targeting cold leads through your value proposition, try a landing page. You might find that it’s the key to boosting brand awareness and encouraging consumers to engage.