Landing pages are an incredibly useful marketing tool. They must be created with great care so that you can make the most of the advantages they offer. Without extensively planning your landing page, it likely won’t be doing its job sufficiently.
Think about the exact purpose your landing page has to serve.
Ask yourself these five questions. By answering these questions you’ll be able to create a landing page that really works and fulfill your business goals.
- What product or service are you promoting?
- What do you want your website visitors to do now?
- What should be your tone of voice?
- What are the vital pieces of information you want to convey?
- What impression do you want to give to your site visitors?
Q1. What product or service are you promoting?
Don’t try to cram as many products or services onto your landing page that you possibly can. Choose just one and concentrate on that. You can make additional pages for other purposes, so don’t be tempted to overdo things in an attempt to maximize the page. It’s important to make sure that the item you are promoting is the first thing your viewers are aware of when they visit your page. Use both writing and images to convey this message, but do not use graphics to create text that is meant to be search engine-friendly. Use the title of your page effectively and ensure that it accurately describes the item or service you are promoting. Be sure that the most important information is above the fold; in other words, that it will be the first thing your site visitors see without having to scroll down the page.
Q2. What do you want your website visitors to do now?
In most cases, you’ll want your site visitors to respond to your offer or service. This could be to contact you, place an order, or to make an inquiry for more information. Keep this firmly in your mind when you determine your call to action. If you want your viewers to contact you, for example, make sure that your contact details are prominent. Whatever your call to action may be, don’t make it necessary for your viewers to search or scroll down for the information. Use graphics to draw attention to it, but try to keep things simple.
Q3. What should be your tone of voice?
Your tone of voice is important. Do you want to come across as serious, trustworthy and professional? Do you believe that your viewers would prefer a more personal approach? Decide early in the process how you wish to appear. Be sure that your copy includes your most important keywords, but don’t overdo it. If you’re unsure that your writing will do the trick, then it’s a good idea to employ a professional copywriter who understands the latest developments in search engine optimization. Search engines always give higher rankings to websites that use correct spelling and grammar, so a copywriter can also help with this issue.
Q4. What are the vital pieces of information you want to convey?
One of the first things you need to convey to your visitors is exactly what you are promoting. Be clear and don’t use slang. Remember that you are writing for people who may not have English as their first language. The second item you need to clearly convey is call to action, which should be apparent and to-the-point. Your contact details might also be important to highlight. Determine whether your ideal contact method is through email, the phone, or both. Other information you should express is anything related to the purpose of your website, such as a statement about why your product beats out the competition or how your visitors can download your promotional e-book. You will be able to determine your own list. A good web designer will be able to make sure that all of this information is referenced above the fold.
Q5. What impression do you want to give to your site visitors?
Whatever you are promoting, it’s important that your page appears professional. Avoid lengthy copy and distracting graphics. Your designer should create a look and feel for your site that adequately suits your products or services. Avoid basic mistakes such as light-colored text on a dark background and old-fashioned graphics. Additionally, your page must be unique to you. Avoid using stock photos and clip-art whenever possible. Your viewers have likely already seen it and may even be bored of it. No matter what you are promoting, you want to appear completely competent and reliable to your site visitors.
Do your landing pages perform really well? Please feel free to comment.