Landing pages are the lifeblood of any digital marketing campaign. Without a solid landing page, your website won’t get much traction and you’ll lose users. If you think about it, a landing page is really just a microsite that’s tailored to a specific user intent or action (like signing up for your email list). To effectively drive interest in your microsite and increase your conversion rate, you need to craft an irresistible landing page. Sounds like something only hardcore marketers understand? That couldn’t be further from the truth. Anyone can build a better landing page with the right strategy! In this article, we’ll cover everything you need to know about how to build a better landing page, from drafting up strategies to testing out layouts and formats until you find one that works best for your target audience.
What is a landing page?
A landing page is a microsite that’s tailored to a specific user intent or action (like signing up for your email list). It’s the first impression users get into your website, which is why it should have an eye-catching design and offer value to potential customers. Your landing page communicates what your business does, what they can expect from you, and how they can get in touch with you.
When to use a landing page
A landing page is a great tool for driving conversions on your website. Think of it as the first step to conversion. When should you use a landing page? – You have a limited budget and want to maximize your return on investment (ROI) – You want to drive more sign-ups or leads with your email list – You want to increase conversions by creating a sense of urgency
How to build a better landing page
The first thing you need to figure out is what your goal is with this landing page. What are you trying to accomplish? For example, maybe you’re trying to get people to sign up for your email list, or maybe that’s the objective of the website all together. Whatever your goal is, it should influence everything else you do in your landing page, from the headline and copy to the design elements. Next, think about how people are currently finding your website and who they might be sharing it with on social media. It’s important that the content on your landing page reflects those two things. If a lot of people search for a specific keyword or phrase on Google or through social media referrals, make sure you have a section on your landing page specifically tailored for that phrase or keyword. You can use SEO as part of this process by using keywords in meta descriptions and titles so that when people search for that word or phrase, they are directed to your site. This will increase traffic and conversions on your site, since visitors will be interested in what you have to offer because they know they can find it easily with those keywords! Now let’s get into testing out different layouts and formats until you find one best fits the target audience of your microsite. When designing a successful landing page, layout time is key! First, test out different layouts with different formats (one-column vs two-column). Then start testing different color schemes until you find something that
Strategies for creating an irresistible landing page
The first step in building a better landing page is to consider your target audience. What are the users of your microsite going to be doing and what do they want? Are they interested in this content? Are they interested in getting more information on a certain product or service? You need to know these details before you can craft an effective landing page. Once you have these details, take a look at the different user intents that are relevant to your microsite. For example, let’s say your product is maternity clothes. Your target audience may be pregnant women who want to buy something specifically for their baby shower. In this case, you would focus on several of the key intents: Buying online-related intent Informing/educating intent; Making purchase decisions; Searching for solutions intent; You should also consider what kinds of user intents may come up as visitors visit the site. As visitors navigate through the site, keep an eye out for additional user intents that arise and include them on your landing page as well! This is how you create a landing page that’s tailored for your audience’s needs and wants!
Testing and wrapping up
There are so many ways you can test your landing pages. From A/B testing to heatmaps, there are a lot of resources and tools available to help you optimize your landing page. However, before you go too far down the rabbit hole of testing, it’s important to wrap up those tests with some analytics. You need to be able to see how successful the different variations of your landing page have been, which will give you the feedback necessary for making informed decisions moving forward. Analytics is also a great way to track conversions on your site, making sure that each user who signs up has a legitimate chance at becoming a customer.
