Landing page – how to create an effective landing page?

The task of landing pages is to promote or sell a specific product or service.

It is a specific type of website that is concise and simple in its message.

In terms of marketing, its goal is to generate traffic and advertise the company’s products and services. In special cases, a landing page may be the last sales step in a campaign. This happens when the landing page is also the sales one with the payment options.

Learn 10 effective rules – how to create landing pages that sell.

What is a landing page?

It is called a landing page or product page. It is used in conducting promotional campaigns. By clicking on the advertisement, mailing or graphics, the user is directed to the end page. Its task is to sell the advertised product or to obtain contact details. The website should be personalized for a marketing campaign. And at the same time, in line with the colors and style of the organization.

How does a landing page work?

The principle of operation is very simple – all landing page elements are to persuade the user to take a specific action. Purchase or fill out a contact form.

The goal may be to obtain a lead – if there is a contact form on the website. The aim may be to turn an ordinary user into a person interested in the offer, i.e. to generate a sale.

Landing may refer to a specific product or group of products in the store. It can also be a completely separate creation under a different brand.

Catchy headline and content written in the language of benefits for a given target group. Appropriate call-to-action and graphic elements are to encourage and facilitate the purchase of the product. A clear and working (yes, mistakes often happen) contact form is very important.

The landing page should display well on mobile devices. The page loading time is no less important. Customers buy from a variety of devices and don’t like to wait. The page loading time also affects the receipt of the landing page by Google. This, in turn, affects its position in the Google search engine.

The landing page should have company details well placed so that the customer can contact them in case of any questions. It is also worth installing a widget that allows you to call back a potential customer as soon as possible.

The goals that your landing page can pursue include:

• purchase of a product,
• providing an e-mail address,
• providing a telephone number, e.g. to arrange a consultation,
• sending an inquiry,
• setting up an account, etc.

What are the types of landing pages?

When discussing landing pages, it is worth mentioning their division. It all depends on the marketing goal behind the landing pages.

Types of landing pages in terms of marketing:

1. Generating leads

This is one of the more important targets for landing pages. The main task of such a landing page is to obtain contact details. We will obtain them by filling in the subscription form.

2. Landing page Click Through

It means pages that encourage you to move on. The purpose of such one page is to trick the potential customer into going to the landing page or the home page of the company.

3. Sales page

The purpose of the website is to sell a product or service. The transaction is carried out via the landing page. This means that in this case it is necessary to implement an e-commerce module with the possibility of making a payment. The sales page will be much more extensive.

4. Coming Soon Pages

Landing page content shows promoting a product or service that is yet to come to the market. Their task is to interest and intrigue the recipients. And by the way, examining the interest of potential customers. Such a landing page is typically created for research purposes.

Division of landing page due to the structure:

1. A standalone website with an appropriate call-to-action. Contains encouraging content and attractive graphics for the target audience. Such websites are often used as stand-alone advertising of a given product.
2. A micropage that is part of a larger site.
3. Landing page built on a one-page basis, i.e. without any tabs and usually without redirects.

Remember, no matter what type of website it is, it should meet the above requirements. This will make your landing page effective and do its job.

What should you remember when creating an effective landing page?

Landing pages are designed to trigger the sales process first – here and now (for end products). Or indirect sales (data acquisition and transfer to a trader). If you had one thing to remember from this article, this is it :).

Before we start creating landing pages, it is worth preparing a few points that a landing page should meet. Points are universal, they can be written down as a checklist and checked during each campaign.

What should a landing page look like?

The appearance of the landing page can affect influence the effectiveness of the marketing campaign.

If you are wondering how to create an effective landing page, below you will find the most important information.

1. Extension of the clicked ad

If the customer is interested in the offer he is first directed to the landing page. Therefore, an effective landing page should respond to the promise made in the ad and in the next steps enable its fulfillment. The end page should visually match the graphics published as part of the campaign. In this way, we increase the chance of finalization and at the same time preserve the company’s image in the eyes of the client.

A catchy headline on a landing page – a promise – that will attract your audience.

“Lose 4 kg in 3 weeks!”

“Get the course for free!”

“Receive free cosmetics samples”

“Receive a SEO consultation”

“Download case study from the auto-moto industry”

The headline should match the product offered and at the same time fulfill the promise that our client expects.

Fulfillment of the promise – satisfaction of the customer’s needs – in line with the advertising campaign.

The second very important piece of information is the fulfillment of the promise made in the advertising campaign.

If we promise a way to lose weight – the landing page must show how to do it.

If we offer free advice, a book, a course – by leaving your data or buying, we should give you access to them.

If in the campaign we promised “an effective way to …” and we will not have confirmation on the website, we must take into account a high rate of website abandonment. This will consequently affect the so-called “Burn through” the budget and will negatively affect the perception of our brand.

2. Simple steps to purchase

Upon entering an effective landing page, the customer should immediately see a catchy headline and call-to-action. These elements should make it easier for him to buy or fill in the form. The entire landing page should be dedicated to a single purpose, with no distractions such as links, other product ads, content and graphics not related to the sales goal.

Clear user experience and user interface.

When creating landing pages, we often forget about the legible interface. And we think even less about the user experience. They have a huge impact on the effects that the website will give us.

The landing page is to guide you to the purchase of the product. You can use the available templates or just take an inspiration from them, you don’t have to create graphics from scratch.

3. Graphics

It often happens that a landing page is designed by someone completely different than the one that designed the company’s website. This is not a mistake. However, it is important that the landing page is designed aesthetically. That the website layout is clear and the graphic elements match the potential customer and the offered products. Photos and videos showing the product or service are extremely important. The whole thing must be consistent with the colors and style of the brand.

The appearance of the website, product photos should confirm the rightness of the customer’s decision. The photos should show the product or effect that we can expect after using the product or service.

Logo, company name and contact details – should not be in the spotlight. The landing page is a sales page, but you can’t skip them. They build credibility and brand awareness.

4. Content

Content should be written in the language of benefits for the target audience. Facts, figures, customer opinions are important, anything that will help to convince a customer. It is necessary to use the appropriate keywords to which we target our marketing activities.

Content matching is important in Google Ads campaigns. The better the relevance of the landing page to the keywords in the campaign, the higher the Quality Score.

The content should encourage you to buy or fill out a form. In the case of the sales page, less is more. It has to be concise, specific and straight to the goal, the sales goal.

5. Above the fold

A necessary element of every landing page. This is the first view, i.e. the content visible immediately after loading the website. Ideally, after reading them, the user should find out within 5 seconds where it is and what the landing page is for. The content in the section above the fold should be read to people unfamiliar with the product on the landing page. This way we will find out if they fulfill their role.

6. SEO

As it was written above, the landing page can be a single product in an online store, but it can also be a separate product, promoted under a different brand. If we want to position a given landing page, if we care about high positions in Google, we must take care of optimization.

It is extremely important to analyze keywords on the landing page and their proper saturation. For this purpose, it is worth reaching for the appropriate tools or contacting a marketing specialist. The second very important thing is the proper distribution of content on the landing page. Listing and numbering of headings (appropriate hierarchy). And bullets of the content, bold text. The cta (call-to-action) button should be visible to recipients and repeated several times. The next step is to complete the page title (SEO title) and meta description. In turn, all placed photos should have alt attributes added.

7. Call-to-action

The call to action, already described several times, requires additional comment. It may decide on the user’s action. An example of a cta (call-to-action) button on the landing page is Order! Try it out! Sign up! Test it! Read on! A call to action, if it is to lead to sales, should refer to the offered product or service.

Contact options

Call-to-action may also request to leave a phone number – then it will take the form Call me now, Leave your number. In this way, it contributes to the generation of leads, not sales.

Install the callback widget to call back in seconds, live chat and the option to send an email. They will help undecided users make a decision.

The landing page is the final sales step for your client. However, it is good to assume that a certain group of clients will need help even at this stage. And give them a chance to contact you instantly.

8. Technical elements of the website

At the end, it’s worth taking a final look at the landing page. Verify that the SSL certificate is connected and that the privacy policy and cookies module are attached. Check the page loading time on computers, tablets and mobile phones. Verify that the cta (call-to-action) button is visible and located in several places and if the contact details are readily available or if there is a callback button to call back.

9. Appropriate promotional activities

When your landing page is ready, it is worth considering where to publish it. Will it be advertising in Google Ads, will we invest in advertising, will it be social media or mailing. Each place has a slightly different target group and different necessary measures and optimization. Promotional activities should be listed in advance. This will make landing page creation more precise and faster.

10. Checking the landing page by potential customers

Even if you think your landing page is attractive and ready to be shared on social media, hold off with the final publication. Ask your friends, family, a group on the forum to test your landing page. Let them verify the readability of the call-to-action, check how the website looks and how the website loads on different devices and browsers. Also, ask for subjective feelings caused by the landing page to the testers. Remember, you are not the recipient, you are not making the purchase. It’s a potential customer and you should confirm that your landing page will sell.

Verify page load time with PageSpeed Insights. Turn on the visit recorder on the website, which will show you how visitors are navigating on the website.

An additional element worth considering is the creation of Thank you page. You can treat this page as an upselling tool for selling products. On this page you can add thanks, additional bonuses or information about the completed form. This page can also be used as a thank you page for signing up for a course or webinar.

How much does a landing page cost?

The cost of creating landing pages varies. The price depends on the broader context of the order, that is:

a) Is the landing page created at the same time as another order for websites or online stores? Or does the landing page include the copied home page or is it a separate entity?

b) Is the landing page part of a larger marketing campaign or are we creating it separately?

c) Is the landing page one of the areas of a social media campaign and is it part of the social media package?

d) How many landing pages will there be, will they be visually similar or completely different?

e) Will the contact details obtained from the landing page be sent to the customer or maybe imported into the CRM system or other tools?

f) What is the deadline for completing the landing page – is it a priority task or not?

g) What elements of the landing page are included in the price range – graphics, content, call to action, training in the use of landing pages?

h) Who will create a landing page – freelancer or marketing agency? In the case of a freelancer, the cost will be much lower, but also their help will be much less. As a one person, he or she will most likely create a landing page much slower than an agency team. It will be unlikely to support us in marketing and programming activities at a later time.

i) How to create a landing page – is it a design from scratch, does the developer use a free or paid template, or does he use a creator?

h) Additional services – does the fee also cover the purchase of a domain and hosting, or additional technical support?

The landing page page can cost from about PLN 2,000 net. The final cost depends on the above factors and arrangements with the contractor.

Landing can also be “clicked” using the available wizards, then the price will be lower. Some wizards allow you to create a website for free.

Is it worth it?

Before we start creating such a landing page for free, it is worth reading the offer carefully and thinking about it. Familiarize yourself with the limitations of the free version of the website.

This can be:

• lack of own domain or additional cost for connecting it,
• website not belonging to us,
• advertising this tool on our website,
• too little space for files,
• restrictions on the number of subpages,
• finally, the lack of marketing preparation.

Even in the absence of a domain, a red light should come up, because the domain “works for itself” and for the image of our company.

That’s why I believe that someone who knows the job should do the landing page design.

Why?

Because creating a website is just the beginning. We do not create a website for ourselves, but for specific activities. For customers. And each subsequent marketing activity starts with a short website audit. Then it may turn out that introducing corrections and preparing the website for promotional activities will cost more than clicking it. Or going even further, you may find that the free site builder is not customizable and not suitable for customer acquisition.

Landing Page – Benefits.

Finally, I would like to present you the benefits of having a well-prepared landing page.

1. Remembering your brand

The landing page has a simple, schematic and usually repeatable structure. This makes it very memorable and allows people to identify with your brand. Use a certain construction scheme that is unique to your brand. You can appear on the Internet very easily and distinguish yourself from the competition.

2. Measuring the set goal

On landing pages, the user has only one goal to complete – form filling or purchasing. Thanks to this, we can very easily measure and count the actions taken. This, in turn, will allow us to calculate the cost of acquiring one customer / data and determine the necessary budget for subsequent campaigns.

3. Clear sales offer with call-to-action

Consumers are attacked from all sides with advertising and promotional activities by many companies. A landing page presenting a unique offer and leading “by the hand” to the goal may be more effective than the same offer presented on the main website of the company.

4. A multitude of ways to use a landing page

We can send a well-prepared landing page in the mailing, direct the offer to a specific group of customers and increase the number of visits to our website. We can post a subpage on social media, in a Facebook campaign or on LinkedIn. With its help, we can collect data and increase sales.

5. Landing page as your business card

For freelancers, artists and job seekers. Through a well-prepared landing page, you will present your work or your candidacy. You can put your data, portfolio and the ability to quickly contact you there. A CV prepared in this way will certainly distinguish you from other candidates and significantly increase the chance of finding employment. And in many industries (photography, graphics, programming) it will immediately confirm your skills.

6. Ability to duplicate

Once a website is created, it can be duplicated and individual solutions can be created for each campaign. This will save time and money, and at the same time provide tools that effectively acquire customers and generate sales.

It is worth keeping each such subpage, including purchase / visit statistics. This can be useful when planning your next campaigns.

Callback24 on the website – how to monitor the callers from the website?

The handset widget allows not only to answer customer needs by phone within 15 seconds. It also allows you to monitor what is happening on the site.

All calls are saved in the panel, so you know how many customers are calling you and what the result of these calls is (call tagging). You can also analyze the conversations of salespeople, thanks to which you will find out how many of your calling customers have converted.

Thanks to the integration of our tool with Google Analytics, you can check the call history broken down into different advertising channels. You will also check the work of sellers and compare the effects for each traffic source.

Installing the tool will allow you to verify how many people asked for contact (used the widget) or how many called (calltracking). You will also be able to associate conversations with the purchase, you will find out how many calling customers have made a purchase.