When someone clicks on one of your ads online, the page they end up on is called a landing page. Amateur marketers often link their ads back to their homepages, and although it can drum up some traffic, it isn’t the best way to get people to move further down the conversion funnel. By using specific landing pages, you can offer a superior user experience for each of your visitors and reach them in a way that you wouldn’t be able to with a generalized message.
So how do you actually build a great landing page? Let’s take a look.
Prior to Building a Landing Page
Ask yourself the following questions during the planning process:
1 - What am I trying to achieve? To create an effective landing page, you first have to know why you’re creating it. Are you trying to get more sales, or get people to schedule a consultation? Are you aiming to educate them on your business or get them to sign up for a weekly newsletter? Conversions aren’t just for sales. You have to know exactly what you want your visitors to do before you can figure out how to convert them.
2 - Who is my competition? One of the best ways to get a better idea of what you should be doing is to take a look at your competition. You can observe their techniques and whether they are working for them or not. Chances are they are targeting the same people, so you may be able to draw some inspiration from their methods.
3 - Who is my target market? The better you understand your target market, the better you’ll be at reaching them. It isn’t easy to connect to the group of people you are targeting unless you understand what they are drawn to.
4 - How can I direct my ads their way? Do remember that it may be necessary to phrase your ads a little differently depending on where your ads are found. For instance, you may need to use a different message to reach people who found you on Google than you will with people who found you on Facebook.
Studies indicate that companies with over thirty landing pages generate over seven times more traffic. There’s no doubt about it - landing pages are incredibly valuable. Immediately setting off to create 30+ landing pages can be a rather hefty goal, however. Try starting with one landing page per campaign, and go from there.
Building Landing Pages that Convert
There are a couple of things to remember as you build your landing pages. They are as follows:
Great landing pages are clear and concise. Visitors should be able to find all the information necessary on a landing page. However, they should not find too much. When there is an overwhelming amount of information on a page, visitors often leave, never to return. By keeping it clear and concise, you’re more likely to keep their interest.
Great landing pages offer relevant, high-quality content. The content provided on a landing page should be not only clear and concise but of high-quality. What use is simple content if it isn’t well-written, interesting, or relevant? Great content definitely gives people a better impression of you and your business.
Great landing pages minimize distractions. A common mistake seen on a lot of landing pages are links and flashy text that lead visitors away from the whole point of the page in the first place. A great landing page should make the end goal obvious and minimize distractions to make sure visitors are going down a specific path. Try to minimize the number of clicks it takes to complete the process - the more pain-free the process is, the more likely people are to complete it rather than abandon it halfway.
Great landing pages are attractive. People eat with their eyes, and landing pages are no different. A fantastic landing page has all of the above and has a beautiful design. It should be both pleasing to the eye as well as functional, making navigation easy. When nothing comes in the way of the visitor and the goal, you’ll see a lot more conversions in no time!
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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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