Landing Page Design

Landing pages are a good way to showcase your specific business services to a targeted audience. Landing pages are often used in conjunction with paid advertisements such as Google PPC (pay per click) to provide only the information needed for user conversion.

Design for Your Specific Campaign:

A successful landing page starts with a specifically targeted design for your business model and your audience.  It is important to limit the amount of information on your landing page to optimize your conversion rates. Landing pages with too much information will distract the users from your targeted message. The design should follow your company branding but may vary based on the specific campaign.  A design for one campaign may not be appropriate for another.

Track and Adjust Based On Conversions:

Once you have created your landing page, it is important to closely monitor the CTR (click-through rate) and make adjustments based on the highest conversion percentage. This can be monitored through the Google Analytics dashboard. Closely following the metrics of what is bringing in the highest hits can be done using this method. Factors like the user’s geographic location and the device they are visiting the lading page from will provide valuable information to optimize your landing page.

Understanding The Technology Needed to Create the Landing Page:

The tools used in creating the landing page are highly based on the infrastructure of the existing site. If you have an existing CMS (Content Management System) such as WordPress or Joomla, it is possible to utilize these as the framework to create your landing page. The benefit of doing it this way is that it allows for a single point of management.

Building Your Landing Pages for All Devices:

A few years ago, an assumption was made that the users coming to your landing page would be using a desktop/laptop. However, this is not the case today. With the increasing number of smartphone/tablet users, it is important to optimize their experience correctly. The layout that works for a user on a fifteen-inch laptop will not work on a handheld smartphone.

Landing pages can be an effective way to market to a specific audience if used in conjunction with paid advertisements. The effectiveness of the campaign will depend on many factors. A qualified business marketing expert will make the difference between a successful marketing campaign and one that sees minimal conversions.

Building a Landing Page That Will Stand the Test of Time

Do you have what it takes to build a great landing page? Below are some of the established best practices for creating a landing page that doesn’t stop converting.

Aligned Marketing Message

Landing pages are essentially sales letters, and a lot of art, marketing, and buyer psychology go into creating powerful landing pages. On top of all the other considerations is how aligned the landing page is with your core marketing message. Even simple goals can be challenging to translate to an effective landing page because you must always be one step ahead.

Strong Headline

The headline grabs the audience’s attention first, so the headline has to be expertly crafted to reduce the bounce rate from the landing page immediately. Around seven out of ten people will immediately bounce or leave the moment they land on any landing page. Each component of your landing page should work to keep people on the page at all costs.

Powerful & Compelling Imagery

Generic stock photos rarely get the job done for landing pages. The same applies to visual elements for strong branding, like your logo. Your landing page’s imagery should flow smoothly from your logo on the masthead of the page to the very bottom of the landing page.

Visual consistency is essential. The images on your landing page should align with the central marketing message and your intended audience, too. Remember – test, test, and test. You should never work on a landing page by yourself if you have zero experience with site design and graphic design.

Always work with a professional web developer and designer, preferably one with more than a decade of experience in the industry. There is no substitute for experience, and settling for anything less might cost you more in the long term. Redoing landing pages can be expensive – it’s best to get it right the first time.

Laser-Guided Copy

The headline is just part of the formula for a great landing page. The rest of the landing page copy should also be concise, with a clear goal to demonstrate the benefits of claiming your offer. All landing page copy should lead to the main action that you want your customers to take. Each landing page should have just one main call to action (CTA). Everything about the landing page revolves around this main CTA.

Simple and Meaningful Structure

The web is already full of distractions. Therefore, your landing page must make potential leads or buyers focus on what you are showing/communicating. In addition to the marketing message and the CTA, there’s the site design and all the other visual and functional considerations that make your landing page work. I can help you redesign all your landing pages and make them convert during campaigns.

Make an Irresistible Offer

Like other content and pages, the landing page is also part of the buyer’s journey. It nudges the customer toward making a decision, which is critical for generating leads or sales. It’s practically easy to make any offer in exchange for the information that you need from your audience.

However, if you want the offer to be irresistible, you need to have data, analytics, and a strong understanding of who you are addressing and why. Miscommunication on a landing page can be costly if both the communication method and the offer on the page are misaligned.

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