Why is landing page creation essential?
The importance of landing page design is well established. A successful converting landing page increases the visit times and the conversion rate of your site generates more leads but also develops a qualified database. It is, therefore, necessary to maximize your chances of success with a landing page creation that respects the codes in force, because it is your image and your business success that depend on this work. Let’s go over the key elements of a good landing page creation in order to guide your thinking to create the most effective landing page possible.
What is an effective converting landing page creation?
There are several factors that go into creating a converting landing page. We have grouped them into 12 essential steps.
1. DEFINE YOUR OFFER
A landing page is used to highlight a particular offer. Whether it is a new range, a service, a discount on your products, or a newsletter, your landing page creation must be articulated around a single objective. No matter what the nature of it, it should be the core of your landing page design process. The principle is to offer an offer so attractive that it will quickly attract the support of target Internet users. A good practice can be, for example, to create an offer for a limited time in order to encourage conversion or engagement. Once this offer is defined, you can decide on the technical and aesthetic aspects of your page.
2. BUILD THE ARCHITECTURE OF YOUR PAGE
One of the first things to consider in a landing page design is its architecture. A good homepage should be readable at first glance, and group together all the most important elements without having to scroll or click on links to get them. Simplicity is the keyword here because the clearer the message you want to convey, the more likely the prospect who will come to your site will be inclined to continue their visit, subscribe to your newsletter, or make a purchase. The architecture of your page allows you to structure the information you want to communicate.
3. ADAPT YOUR PAGE TO DIFFERENT DEVICES
Today, Internet users use many devices to browse the web: computers, smartphones, tablets… but also browsers and different resolutions, making this challenge all the more complex. Navigation plays a crucial role in landing page creation. It is essential to make your site optimized for mobile to create a landing page that is displayed on all formats, all navigation interfaces, and with all screen resolutions. If this principle appears to be a real technical feat, it is rather simple to set up if we make sure to go to the essentials in the proposals made on its site.
The good strategy again is to create the simplest landing page possible in order to avoid any display problems. In addition, it is essential to create a responsive landing page. The principle is to create a landing page that adapts to all screen sizes so that it is displayed correctly on different devices. In this perspective, a column structure allows a good presentation of all the elements regardless of the interface used. The creation of responsive landing pages is made possible thanks to different Content Management Systems (CMS) like WordPress.
4. OPTIMIZE THE LOADING SPEED OF YOUR PAGE
Display speed is a key factor in the creation of aA page that displays slowly with heavy visuals that are difficult to download could have a catastrophic effect on your conversion rates and your bounce rate (visit abandonment). The more time passes, the more chances that your visitor will leave your site. Google estimates that after 3 seconds of loading, the chances of bounce increase by more than 30%. It is therefore imperative to proceed with improving the speed of your site. Fortunately, there are several techniques to overcome this problem.
5- CREATE A CLEAN DESIGN
Landing page creation involves an ergonomic and sleek design that highlights your offer. The goal is to reduce distractions as much as possible. Your user must not leave your page! For example, some webmasters remove the navigation bars so as not to distract Internet users. This helps reduce the chances of a visit being abandoned by emphasizing essential information. This is a good strategy when you consider that creating a landing page aims to convert visitors quickly. The goal is to limit the navigation options in order to keep the user’s attention on your page as much as possible.
From an aesthetic standpoint, here is what your landing page creation should include:
- A coherent graphic charter, in the colors of your company
- The empty spaces to ventilate your page
- Some calls to action clear and visible
- Large fonts that draw attention to key information
Remember that a landing page design involves keeping a design relevant to the identity of your business.
6. HEAL YOUR CALLS TO ACTION
As you know, landing page design serves a specific purpose reflected in your offer. Implementing CTAs (calls to action) on your page is essential because they directly impact your conversions. That’s why they have to be visible, attractive and central on your. Depending on your strategy and your sales funnel, you will once again guide your targets to this call to action. Far from being subtle, they should have a prominent place in your landing page creation. A single call to action is not enough to create a converting landing page. your page should contain more than one, especially if it requires the user to scroll through your content.
The call to action is an aspect of landing page creation that you can test in different ways. Color is in particular an important factor that positively or negatively changes its performance. Feel free to run multiple tests by changing the color, position, font, or text of your calls to action. It is a major element in the design of a successful landing page.
7. WRITE CONVERTING HEADLINES
When you move on to crafting content in your landing page design, you need to start with your headlines. They are the ones who build the structure of your content and who give the common thread of your message. Headings are the things your visitor will see first. They must therefore represent your offer as best as possible, and give a clear overview of your field of activity and your positioning in your market.
While creativity is often a good strategy for your advertisements or announcements, it is much less useful here. Better to avoid any originality that would complicate your message on your page. Remember, visitors to it have already gone through the first stages of your funnel. No need to attract their attention with original titles! Rather, it is about getting them to quickly understand what you are offering them.
The more understandable your titles are, the more likely qualified prospects who come to your site will sign up or engage through your calls to action. Choose concise and clear titles, which integrate your main keywords in order to increase the odds in your favor.
8. WRITE YOUR CONTENT
In landing page creation, textual content acts like your seller. This is where the arguments for engaging and converting the visitor lie. Creating a landing page with relevant content therefore generally consists of presenting the main arguments that lead to conversion. Depending on the main objective of your landing page design ( increasing your email base, generating sales, etc.) the arguments will be different. But then again, the rules of simplicity and brevity will be the best strategies for your content. Better to focus on a few key arguments rather than on long endless lists. You will be able to create a landing page that delivers a clear message quickly.
The content must convince the Internet user to take action (buy, register, download, etc.). It is therefore a real work of reflection and writing that must be carried out to propose an impacting and strong text. Far from being a traditional advertising text, the content must imperatively position itself from the prospect’s point of view and respond to his specific problem. Indeed, the more the argument will take into account the specific emotions of its audience, the more effective it will be.
When designing your landing page, keep in mind that it must reflect as best as possible the promise you make on your ads or your Adwords campaigns. Indeed, a surfer arriving on your site thanks to these campaigns could quickly abandon his visit if the landing page is not clearly in agreement with the expected content. In summary, your homepage is a big part of your sales funnel. It would be a shame to waste your efforts by writing inappropriate content.
9. INCLUDE RELEVANT VISUALS
Visuals are essential in your landing page creation, they allow you to enrich your content. You can embed images that:
- Show your product or service in its context of the use
- Illustrate your field of activity
- Humanize your offer (photo of your team, your customers, etc.)
10. CREATE A CONTACT FORM
Consider adding a contact form when creating your landing page. Even if your goal is not to obtain contact details, this form will enrich your customer database.
Do not hesitate to think about the number of fields necessary for the visitor to fill in . Indeed, excessively long and detailed forms could easily discourage certain visitors depending on your offer. Ask yourself what information is essential to you and select only that.
11. INTEGRATE TESTIMONIALS
Another good practice for landing page design is to integrate customer testimonials or the logos of your most significant customers. This allows you to prove the seriousness of your business and promote rapid engagement from a prospect. You can also include some statistics like your overall customer satisfaction rate. Customer testimonials improve the conversion rate, so don’t be shy to add more.
12. TEST YOUR LANDING PAGE
Once your landing page creation is complete, you must ensure that it remains optimized over time. Your page should be tested and retested in order to discover best practices for your business. The A / B tests will allow you to identify Internet user behavior towards your home page in order to optimize its ergonomics and overall efficiency. In addition, tracking statistics will allow you to quickly identify any dysfunction or loss of efficiency in order to make the right decisions quickly to optimize your page.