A lot of companies don’t have the need to create landing pages from scratch. The fact is that for most, ready-to-use landing pages do the job. It takes quite a bit of time and practice to develop a good landing page if you don’t choose to have someone do it for you.
If you use a ready-made landing page service, however, there are two basic problems. First, you can’t truly customize it. Second, you’ll keep having to pay a monthly fee which will only increase as your traffic does.
The pricing model usually makes sense to both the service and the client simply because rather than paying a huge sum up front, you pay small monthly costs. There’s less of a risk that your big software investment will go to waste, and you’ll probably be able to get your hands on it a lot earlier than you would if you had to save up for a huge purchase.
Though it can make sense for a single landing page, it may become significantly less feasible if you find yourself needing several landing pages or wanting to change them after a couple months.
So why not consider building a landing page from scratch? Here’s how:
How You Can Create a Landing Page from Scratch
1 - Begin with a Design
If you’ve ever used a landing page service, you know that there are tons of templates for you to choose from. If you look closely, however, they’re all just variations of the same thing. Here are three major pages that you’ll probably consider:
A Lead Generation Page: To generate leads
An Opt-In Page: To capture leads
A Signup Page: To promote and gather applications
These pages are often the ones that will make you money and are therefore the ones you’ll probably be willing to pay for.
There are so many page designs that you could opt for, but in the end, three major things make up each landing page: (1) a value proposition, (2) a call-to-action, and (3) visual media. Missing any one of these three elements would result in a landing page that is seriously lacking.
When you’re designing your own landing page, you could either base it off someone else’s page or develop it completely from scratch.
Honestly, it’s usually a better idea to simply make it from scratch on your own. Just be sure to do some quality A/B testing so you know you’ve got a design that’s effective and will bring you results.
2 - Write the content
This is probably the hardest step to complete. You need to use your content to captivate the visitor and make them want to stay.
This is why your unique value proposition and your call-to-action is so important. Whether you choose to have a statement and a bunch of bulleted points or provide an informational product video, the point is to make what you want to offer to your customers clear to them. They want to know that they will be benefiting from what you are willing to offer.
3 - Grab visitors in different stages of the buying process
Not everyone will be clicking through to your site purchase-ready. Whether they are in the Awareness stage, the Research stage, or the Comparison stage, you want to cater to their needs and give them what they need for where they are in the process. A great way to do this is with hyperlinks.
Your call-to-action shouldn’t be the only link on your page. If it is, you’re only reaching those who are ready to act. You should be getting customers into your sales funnel if that’s where they need to be or propelling them forward if they’re ready.
Offer them information if that’s what they’re looking for. Tell them why you’re better than your competitors. If they aren’t ready to buy, they’ll still find your page useful and continue browsing your site. This way, you won’t be losing everyone who isn’t purchase-ready.
There’s definitely a lasting place reserved just for ready-made landing pages on today’s marketing landscape. However, not every business will find them necessary.
Should you wish to customize your landing page a little bit more or avoid the monthly service fees, use these tips to develop your own unique landing page.
If you aren’t ready to go completely from scratch, look for other landing pages online for inspiration before personalizing your own. Ensure that your content fits your uses and make the page useful for visitors at any stage of the buying purchase to propel them forward in the sales funnel.
Landing pages are crucial, but they shouldn’t necessarily be complex.
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The Waveguide Knowledge Base currently features bite-sized explanations of UX design patterns, mobile design examples (iOS and Android screenshots) and landing page examples (web screenshots).
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