Guidelines for Creating Effective Landing Pages

One of the most important aspects of content marketing is to create effective landing pages. However, this can be difficult without a lot of experience. In this article, we show you seven guidelines for creating an effective landing page right from the start.

What is a Landing Page?

Landing pages are dedicated landing pages for marketing campaigns. They usually have lead forms or other conversion apps embedded, so that marketers can capture information. Landing pages are often targeted towards a specific demographic, so their templates are tailored to the interests of the users.

A Landing Page's Purpose

Landing pages are oftentimes built to guide visitors through a sequence of steps for selling a product or signing up for an email list. The main goal of this page is to convince people to take action at the specific moment when they view your page. The more you can reduce distractions, the more successful it will be in achieving this goal. Claims on landing pages must be easy to see, read, and understand. A clear call-to-action ("Subscribe Now") with an eye-catching design is seen often enough for customers to act on it.

The Problem with So Many Landing Pages

The problem with many landing pages isn't the design, messaging, or effectiveness. The real problem is these landing pages are all built for one person: the salesperson. They look great to the salesperson, but they don't always interest the potential customer that triggered it. In order to create a compelling landing page that will grow into a following of interested customers you need to stop designing from a sales perspective and start designing from a customer perspective.

How to Get the Landing Page Design Right from the Start

The goal of the landing page is to welcome visitors with useful information and an offer, so they can convert. Make sure you properly understand your target market to avoid wasting time with negative results. Accessible navigation is necessary for visitors on the go. A number of formatting guidelines are key for properly understanding your copy and call-to-action buttons.

A Few Tips on Writing a Strong Call to Action

A call to action gives users a clear and concise way to know what you want them to do: reading the article, completing a form, etc. Calls to action should be written impeccably and never come off as unapproachable or tricky. They should also use the language that your audience understands and speaks so it is clear for all visitors.

7 Guidelines for Creating an Effective Landing Page

Market Drury developed 7 guidelines for effective landing pages -

1. Information must be secure

2. Welcome everyone with clear, concise language on their product or service

3. Use powerful keywords that trigger connections in the brain for your company and WHY you're better than your competition

4. Provide proof of success like testimonials, case studies, and measurable results including money saved

5. Offer valuable content like free ebooks or interactive videos  to engage potential customers

6. Invite social media activity to increase engagement on the page  and for keyword discovery  in organic search results

7. Let customers search through multiple options

Defining your audience

This is the first thing that your landing page should do - answer the question, "Who are you?" You can do this by explaining who your company is and what you're about as well as providing a mission statement. The next step is defining your audience. This involves identifying the people you want to target and the message they need.

Choosing the type of page to use

One of the first decisions you'll have to make is about whether or not you want a splash page, a landing page, or a webpage. Splash pages are usually used for entertainment purposes, while landing pages and webpages can be used for any purpose. A landing page is a website that appears when someone clicks on a link in an email or advertisement, with the intention of converting a visitor into a customer. If you decide to use a splash page, then you need to decide whether or not it will be single-page or multi-page.

A multi-page site usually has more informative content than its single-page counterpart. Single-page sites are mostly used for promotional purposes

Designing the page to convert visitors into leads or customers

The number one thing you need to know about landing page optimization is that your goal should be conversion. This means that your design should have a high conversion rate. You need to keep this in mind while designing the page, so that you can create the best possible version of it for conversion. Once you've created a website layout that converts well, all you have to do is repeat the process with other pages on your site.