Making a landing page is not difficult, but it takes much work. It should not end at making ‘something that looks good.’ While having great aesthetics on your landing page is not a bad idea, you need to make sure that your landing page produces the results intended for its creation. Most of the time, all the optimising that web designers Adelaide do begins and ends at search engine optimisation. However, there is a lot more you can do so that your landing page gets the results that you want.
In this blog, we will take a look at what landing pages are and how to create the ones that have a high conversion rate.
What is a Landing Page?
A landing page is a webpage that internet users arrive at on a website after they click an ad. It can either be a page that is already on your website like your homepage, or it can be a standalone page specially created for a specific ad campaign.
Landing pages are usually promoted through Google AdWords or similar services. Web-users find them organically using keywords and high-ranking search results. Landing pages are created for one reason, and one reason only; to convert leads to sales!
This is why I said that aesthetics should not be the first thing to consider when designing a landing page. Designing landing pages have to be done very well to achieve the best results.
That being said, there is no direct manual to creating landing pages. The reason is that landing pages are designed to appeal to the buying intent of a particular demographic.
There is always a different call to action to pursue, a different reader and a diverse product you are marketing.
However, there are few things to put in mind if you want to create a landing page that converts. We will look at this in the next section of this article.
How to Create A Landing Page That Works
Now, it is essential to note that there are many things you can accomplish from creating a landing page. Knowing what you want to accomplish should be the first thing you should know.
Do you want to make or enlarge your email list? Do you want to promote a new product? Are you looking to offer a product at a discount?
Knowing what you want to do will help you determine the next action you will take and how you will relay your message.
After knowing how you will relay your message, you can now start keyword research. When you have these three components, you can begin to create your landing page.
The Elements Every Landing Page Should Have
Not every landing page is the same. However, there are a few elements that your landing page should have if you want it to convert.
A Dope Headline
The headline of your landing page should capture the interest and attention of your visitors. You know what they say about first impressions. A great headline will make a visitor stay and hear what you have to offer. A crappy headline is more likely to make them exit the page.
Your headline should do three things.
- Be able to catch your reader’s attention immediately
- Explain the service or product you are trying to sell
- Short and straight to the bloody point!
It may seem like this is a whole lot to pack into one short headline. However, it is a lot easier than you may think. Your headline does not have to sound like the headline of an article. It can be as short and simple as,
‘Design Better With XXX.’
This headline is short enough to grab the reader’s attention and has enough information to tell the reader what to expect from reading the landing page.
Convincing Sub headlines
Headlines should catch your reader’s attention. Sub headlines should make them read the landing page. It is almost as important as the headline itself. Here are some things you should keep in mind when crafting a sub-headline;
- It should be positioned under your headline
- Should be very persuasive
- Can be more detailed than the headline
So, let us say your headline is
Design Better with XXX
Here is a way you can craft your sub-headline:
‘XXX allows you to make a perfect design with the simplest of steps. Even a newborn can make designs using our app!”
Pictures are always necessary. Not using them in your landing page should not even be an option. The reason is that creating landing pages is a form of copywriting. For you to create a compelling copy, your reader must be able to understand the product.
There is no more natural way to make them understand the product than showing them pictures. The human brain processes images way faster than text. Here are some things that you should consider when choosing pictures for your landing page:
- They have to be large
- They have to be relevant
- They need to be in top quality (Grainy images are a let-down)
Always be intentional about the pictures that you use. If possible, do not use stock images. They make things worse.
You have to clearly explain what you are trying to offer using the landing page. It does not have to be separated from the headline and sub-headline.
Just make sure it is crafted in a way that shows it is beneficial to the reader.
In a sense, the explanation should be what the landing page is trying to accomplish. This means that you may not need to have anything separate from the headline and subhead as long as you can explain what the readers stand to gain from answering the call to action.
Pain and Pleasure
Get your mind out of the gutter. That’s not what I am talking about. Pain and pleasure are emotions that can be leveraged upon when making a landing page. People are wired to avoid pain and always want to enjoy pleasures. So, you can craft you landing page to tell them what they stand to gain if they buy your product or lose if they don’t.
Creating a landing page is easy to do. Creating one with high conversions takes a little more work, but it is worth it. You almost always have to optimise them for search engine so reach out to International Media House who has web designers in Adelaide and Google Ads. We have given a thorough step-by-step guide on how to effectively do this in this blog post.