Building Effective Landing Pages
Learn How to Enhance Your Landing Page.
Last Updated: Aug 2, 2022
If you want to build effective landing pages, it helps to understand the core components of landing pages.
What makes up a landing page?
In general, landing pages are made up of two essential components. There is the offer, this is what gets people to click on the link to your landing page. Then there is the call to action (CTA). This is the specific set of actions that you want the user to perform after landing on the page.
When it comes to designing and building an effective landing page, there are a few key elements that you need to pay attention to.
Choose your target audience
This is the most important step in the process. You need to make sure you know your target audience so you can design a landing page that appeals to them.
Some questions you need to ask yourself are:
- Who is my target audience?
- What do they want?
- What are their needs?
- What are their pain points?
- How can I solve their problem?
Answering these questions will help you determine what needs to be on your landing page so you can design it in a way that speaks to your target audience.
Create a compelling headline
Your headline is the first thing people will see when they land on your page, so it needs to be attention-grabbing and relevant to the offer. It should be clear and to the point, and it should tell people what they can expect when they click through to your page.
Some tips for creating an effective headline:
Keep it short and sweet
You want people to be able to understand what your page is about at a glance.
Make it relevant to the offer
Your headline should be directly related to the offer so people know what they're getting when they click through.
Include a CTA
Your headline should include a call to action so people know what you want them to do next.
Use compelling language
Use words that will grab attention and make people want to learn more about what you're offering.
Keep the backend strong
It is vital to the success of your landing pages that they load quickly and are optimized for mobile devices. In today's world, people expect pages to load quickly and be easy to use on their smartphones and tablets. If your page doesn't meet these expectations, you will lose visitors.
Some tips for optimizing your landing page:
Test your page speed
Use a tool like Google PageSpeed Insights to test the speed of your page and see where you can make improvements.
Make sure your page is responsive
Use a tool like Google's Mobile-Friendly Test to see if your page is properly optimized for mobile devices.
Include social proof
Social proof is a powerful way to build trust with your target audience and increase the effectiveness of your landing pages. It essentially means including testimonials, reviews, and other forms of social proof on your page to show people that others have had success with your offer.
Some tips for including social proof:
Include testimonials from satisfied customers
Showcase what others have said about your product or service.
Include reviews and ratings
Show people what others think of your offer.
Include social media widgets
Show people how popular your offer is on social media.
Use images and videos
Images and videos are a great way to add visual interest to your landing pages and make them more engaging. People are more likely to pay attention to a page that includes visuals, so including images and videos can help increase the effectiveness of your page.
Some tips for using visuals:
Include high-quality images
Make sure the images you use are clear and relevant to your offer.
Use videos sparingly
Too many videos can make a page feel overwhelming, so only include them if they're relevant and add value.
Use descriptive captions
Explain what the image or video is showing and why it's relevant to your offer.
What Types of Landing Pages Work?
Given that a landing page could be anything once you click a link, you have a lot of options for what you want to use your landing page for. And while anything is possible, three main types of landing pages are effective at driving conversions.
Lead Generation Landing Pages
A lead generation landing page is a page where you collect leads for your business. This type of page is typically used to generate interest in a product or service, and it includes a form that people can fill out to request more information.
The key to a good lead generation page is having something of value to offer people within your target audience. Chances are they will know that the point of the page is to collect their information, so make it something valuable enough for them to want. A good offer could be a free ebook, a webinar, or a coupon code.
Event Landing Pages
An event landing page is a page used to promote and sell tickets to an event. This type of page typically includes information about the event, such as the date, time, location, and speakers. It also includes a form for people to fill out to purchase tickets.
The key to a good event landing page is to make the event sound as appealing as possible.
Product Landing Pages
A product landing page is a page used to promote and sell a product. This type of page includes information about the product, such as the features, benefits, and price. A product landing page is a little different than the others as the goal is to get the person to buy the product then and there.
This means there needs to be a seamless checkout process accessible from the landing page. Any friction and the party will leave and look elsewhere. The page needs to load fast and be optimized for mobile devices as well.
The key is to make sure that your page is focused on one specific goal and that everything on the page is working towards that goal.
Creating Effective Landing Pages
Now that you know what makes a landing page effective, it's time to learn how to create one. The process for creating a landing page can be broken down into four main steps:
- Plan your page
- Create the page
- Drive traffic to the page
- Test and optimize the page
Let's take a closer look at each of these steps.
Planning Your Page
Before you start creating your landing page, it's important to take some time to plan it out. This will help ensure that your page is focused and effective.
There are a few things you'll need to consider when planning your page:
What are you offering people in exchange for their information?
Who is your target audience and what will appeal to them?
The call to action
What do you want people to do when they reach your page?
What is the primary goal of your page?
Creating the Page
Once you have a plan in place, it's time to start creating your page. If you're not a web designer or developer, then you'll need to use a landing page builder or a digital experience platform. These are tools that allow you to create landing pages without having to code them yourself.
When creating your page, there are a few things you'll want to keep in mind:
Make sure your page is designed in a way that's visually appealing and easy to navigate.
The copy on your page should be clear, concise, and persuasive.
The form on your page should be short and easy to fill out.
Use images that are relevant and visually appealing.
There are so many options to choose from when deciding on building a landing page so we are going to discuss the best options for you further down the page.
Driving Traffic to Your Page
Once your page is created, you'll need to start driving traffic to it. There are a few different ways you can do this:
Share your page on social media platforms like Facebook, Twitter, and LinkedIn. You can just share a link to the page, but if you want to get people to click, it is important to have some convincing copy.
Send an email to your list with a link to your page somewhere in the content. Similar to social media posts it's important to have something in the email other than the link that urges people to open the email and read more for themselves.
Use paid advertising platforms like Google AdWords or Facebook Ads to drive traffic to your page. This can be an effective way to reach people who are already interested in what you're offering.
Test and Optimize Your Page
Once you start driving traffic to your page, it's important to track how well it's performing. This will help you identify any areas that need to be improved.
There are a few things you'll want to track:
Bounce rate: this is the percentage of people who leave your page without taking any action.
Conversion rate: this is the percentage of people who take the desired action on your page.
Time on page: this is the average amount of time people spend on your page.
If you're not happy with the performance of your page, don't worry. There are always ways to improve it. Try testing different elements of your page to see what works best. Some things you can test include:
- The copy
- The images
- The CTA
- The form
- The design
You can test all of these items using something called A/B testing. This is when you create two versions of a page and see which one performs better. A/B testing is a great way to test pages because you can hone in on the things that improve your performance.
Now that we've gone over the basics of building a landing page, let's take a look at some of the best tools you can use to create one.
What Should I Use to Make an Effective Landing Page?
If you're looking for a landing page builder that's specifically designed for lead generation, then you should check out Unbounce. They have a drag-and-drop builder that makes it easy to create beautiful pages without any design or coding experience.
They also have a huge library of templates that you can use to get started. Plus, they offer features like A/B testing and pop-ups so you can maximize your conversions.
Pricing: plans start at $90/month
Leadpages is another great option for creating landing pages. They also have a drag-and-drop builder and a library of templates to choose from.
One of the things that set Leadpages apart is their integration with other popular marketing platforms like WordPress, Shopify, and HubSpot. This makes it easy to add your pages to your existing website or blog.
Pricing: plans start at $37
Lumavate is a digital experience platform which separates it from the other two options on this list. This means that Lumavate is capable of handling every interaction between your audience and your brand on digital channels. Just because it has the power to do other things doesn't mean it is too broad for your landing pages. It has all the tools to drive conversions on your landing pages and can integrate with your other digital experiences or even other technologies in your stack. The drag-and-drop builder makes it easy to create beautiful pages without any design or coding experience. Features like testing and audience tracking make it so you can convert on more leads than ever before. The best part is that you can try Lumavate for free, today! Book a demo here if you want to try!
Pricing: plans start free
Now that you know the basics of creating an effective landing page, it's time to get started building your own. If you need some help getting started, be sure to check out one of the tools we listed above. With their help, you'll be able to create a page that converts in no time.
I hope you enjoyed this post. If you enjoyed and want to learn more about landing pages or digital experiences, read more here!
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