How create a landing page in 4 steps

Landing pages are a vital component of any digital marketing campaign. They are specifically designed to convert visitors into customers by guiding them towards a specific action.

With this article I'll take you through the process of designing, creating and optimizing your landing page from start to finish.

Despite what many online "marketing gurus" may tell you, there isn't a single straight forward formula in creating a landing page, however I always rely on these four steps to creating a landing page

The five elements of a landing page

The headline

At the top of the page we usually have a headline. This can be altered and tweaked as you later would optimize your landing page. The headline needs to capture the interest of the visitor by being clever of unique in some way.

Here are 15 great headline examples.

The hero image

This can be a product image of what you're selling, a mockup or an illustration that shows your service in some way.

The hero image should back up the headline in some way. Despite the name, think of the hero image as the sidekick to the real hero - the headline.

Stay way from stock images. Use your own images or have a professional create a mockup image of your product. A simple stock image does not create trust.

Call to action (CTA)

When crafting your content, it's important to include a compelling call to action that really grabs the reader's attention. To make sure it stands out, try using contrasting colors or whitespace around the CTA button.

You might also want to experiment with different patterns, layouts, sizes, and proportions to find what works best for you.

Don't forget to make it clear and easy to understand so that readers know exactly what action you want them to take.

The copy

Show your benefits in written form. You can use bullet points and graphical illustrations to break up the text and create a more visually pleasing landing page.

Stay away from long paragraphs and use headlines effectively. Users most scans the page before they start reading the smaller text so do with the secondary headlines as you did with the first, create an interest.

Reviews and testimonials

Use your reviews and testimonials for all they are worth. This build trust in your brand and product.

To enhance my credibility and ease any apprehension about making important decisions, I aim to assist the potential purchaser. I stay true to myself and genuine by incorporating actual tweets from real individuals, showcasing real-life images of my clientele, and sharing email excerpts with positive feedback.

Step 1: Create with your target audience in mind

When creating a landing page, it's crucial to understand your target audience. In fact, it should be the first thing you focus on. Before you start designing your landing page, take a moment to reflect on these questions:

  • Who is your ideal target audience?
  • Why would they be interested in what you offer?
  • What is the pain you’re solving?
  • How do you solve that?

By answering these questions, you will be able to create a landing page that speaks directly to your audience and increases your chances of success.

To effectively communicate with your target audience, it's crucial to have a deep understanding of their personas and specific requirements.

Utilizing tools like Google Analytics can help you gain valuable insights into your visitor data from your website or landing pages.

Conducting surveys and interviews can also provide further information on your potential customers' challenges and needs.

Step 2: Keep your business goal in mind

When creating a landing page, I always keep the goal of the landing page as well as the business objective in mind. Most of the time the goal of a landing page is to generate leads, but it can be sales as well.

A good rule when creating and optimizing landing pages is to keep is simple. Focus on one objective. Be it lead generation or sales. In that way you just have one thing to optimize for.

I guide them safely and efficiently towards the goals, and the main objective is always clear and prominent on the page. Every element on the page, including images, text, and videos, directly supports this one desired action.

You can also define other secondary KPIs, like time on page, engagement or video plays, but I don't put much time looking at those kinds of metrics. I like to keep it simple, but they are useful to take a look at once in a while.

Step 3: Combining your business objective and user experience

Now comes the tricky part, combining both your goal and the user experience into one cohesive landing page. The page has to guide the users to your ultimate goal but also give the user a pleasant experience.

Slapping a form on a blank page simply won't cut it.

When creating a landing page, it's crucial to have a well-organized and visually pleasing design. To achieve this, I start with a basic layout with only the basics of how I want it to look. At this phase I don't think much about copywriting or text. I sketch out a rough plan on how I want the landing page to look.

It's important to pay close attention to the placement of your content. While there is no set rule for the length of a landing page, it's essential to include your top selling points above the fold. This is the area of the page that is initially visible to users, and it's where you want to capture their attention.

Don't make the user have to scroll down half way the page before the lead generation or your offer shows up.

It's also smart to have multiple points of lead capture of you have a long landing page so that the user won't have to scroll all the way back up to get back to the form.

Step 4: Optimize, optimize and optimize

Here is an interesting question: Can a landing page ever be perfect?

Even if your conversion rate is 20%, which is really good, there is probably something that you can do to make it better.

A/B testing is a reliable methodology that should be used to optimize landing pages. Relying on gut feeling or hunches is not enough when it comes to understanding what will work best for your target audience.

It is important to test different elements such as headlines, page copy, page length, structure, element positioning, usage of navigation menus, and overall design changes to find the best combination for your landing page.

I always remind myself that testing is an ongoing process and not a one-time event. It's important to keep in mind that there's no end point for the optimization of a landing page's conversion rate.

You can read more about conversion rate best practices here.

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