Jun
A landing page is a type of website designed to attract the attention of the viewer, present them with the most important information about the product/service, and encourage them to take action (e.g., purchase the service). Landing pages are often used in marketing campaigns and social media advertising. How to create the perfect landing page, i.e. one that will acquire leads?
Landing page – what content to include?
To create an effective landing page, you need to answer a few simple questions:
- Who is our offer addressed to?
- What is our marketing goal (what do we want to gain)?
- What can we offer a potential client?
- What will our client gain? Which of their problems will be solved by the promoted product/service?
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Let’s remember that the landing page should be simple, clear and user-friendly. Let’s try to eliminate all the so-called pain points – i.e. (in the case of a landing page) places where a potential customer gives up further actions on the website. Such pain points may include broken links, extensive form structure, missing form, and e-mail redirection, the need to log in, and obtrusive pop-ups. At such moments, the user often gives up further steps and leaves the page.
The language of benefits – try it on your landing page
The landing page should clearly inform the user about the product offered and be written in the language of benefits. This mysterious term covers nothing more than content and messages written with the recipient in mind. Let’s consider a few questions: What would our potential customer like to learn from our website? How can we encourage them to take action? How can we show the customer the benefits that our product will bring to them? How can we dispel their doubts about purchasing the product? What content would our potential customer like to see here? What would convince them to buy it? Certainly, creating a good landing page requires developing a potential customer profile, i.e. the so-called Buyer Persona.
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Copywriting in the spirit of the language of benefits depends on many issues, such as the goal, the type of product we are promoting or the target group. If you need an effective landing page and a multi-level marketing strategy, contact us. Dozens of customers have already trusted us.
Responsive version – the key to success
Let’s make sure that our landing page is responsive, i.e. friendly to mobile devices. Let’s make sure that texts and images are clearly visible (appropriate arrangement and level of contrast in relation to the background). Remember that the landing page itself proves the quality of our product.
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Call To Action (CTA) – an important element of a landing page
Call To Action (CTA) is a section in which you encourage potential customers to take the next step. This is a clear instruction that shows recipients what to do to, for example, use your services or learn more about your offer. Call To Action often takes the form of buttons leading to links where you can sign up for workshops or download a free e-book.
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An effective CTA should be eye-catching, placed in a visible place, and contain a clear message calling for action (e.g. sign up for a webinar). To create an effective CTA, let’s think about what we want to offer the customer and what action we want to encourage them to take.
It is worth making Call To Action appeal to emotions in some way and make the user aware of the opportunity they have just found. For example, we can indicate that this is the only chance to get a unique product, or it is only available from our landing page. This type of treatment will not only persuade the customer to make a purchase but also make them feel special and appreciated.
Where to place Call To Action
Call To Action is best placed just below the marketing content and presentation of benefits. It is best to repeat the CTA several times on the website. Keep in mind that its content may vary, for example: “sign up now,” “use the promo code,” “buy now at a lower price.” Diversity means that the recipient will not feel pressured to buy the product and will simply be encouraged to take advantage of the offer.
A magnet for leads and additional sections
A lead magnet is a way to acquire customers and create a database of potential customers. The idea is to present the offer in such a way that the customer takes action on the website and leaves their contact details.
To acquire leads, i.e. consumers who are potentially interested in the offer, a number of actions can be taken on the landing page. Here are a few examples:
Free samples of our product – it can be a fragment of a webinar or a book we sell. The customer gains access to them after registering and leaving their details.
Extra materials – in exchange for leaving your data, we offer additional materials that are not available to other users.
Discount coupons and promotions – they can only be used on our landing page.
Case study – description of our activities in practice – showing the benefits that come from them, sharing knowledge for free.
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All these materials allow the customer to become more familiar with our offer and feel appreciated, and therefore be more likely to buy our product. However, remember to include an appropriate GDPR clause regarding the processing of personal data when obtaining personal data.
Characteristics of a good landing page
At the end of the article, it is worth recalling the previously mentioned features of a good landing page:
it is clear, transparent, intuitive, and divided into sections
it is written in the language of benefits
a potential customer can read reliable information about our product on the website
it shows how our product/service will solve the customer’s problem or improve the quality of their life
includes Call To Action (CTA)
contains the so-called lead magnets
contains additional sections with free Extra materials
includes an appropriate information clause and GDPR
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Do you need an effective landing page that will promote your product and strengthen your brand awareness? Contact us.
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