Are you a business owner or an entrepreneur? Do you own a website for your products and services? Is the website at full functionality? Are you getting any benefits from creating the website? All these questions need answers, especially when you intend to create a successful business.
Every business knows that in the 21st century, your products and services will have a greater reach when placed on the internet. These have led to businesses using websites to enhance their reach further. A new page is displayed when you click on links to these websites.
This page is referred to as the “landing page.” This could be for products or services offered by that business. Whether or not a landing page results in sales or generates leads depends on how it’s created and designed. Would you like to know how to create a high-performing landing page for your products or services?
This article promises to be interesting as you read through it, but first, it’s important you know what a landing page is.
Table of Contents
What is a Product Landing Page?
A “product landing page” is a web page specifically designed to promote and sell a particular product. A user often lands on the page after clicking on an advertisement, a search result, or a link from an email or social media post. The main goal of a product landing page is to convince visitors to take a specific action, such as making a purchase, signing up for a trial, or filling out a form.
To achieve this goal, the landing page typically includes key information about the product, such as its features, benefits, and pricing, as well as testimonials, reviews, and other social proof that helps to build trust and credibility.
Components of a Landing Page
A landing page is a standalone web page designed to drive a specific action, such as a sale or lead generation. It is usually made up of key components that serve as building blocks and make it successful. The key components include:
The headline communicates the value proposition of the product or service being offered. It has to be well-written and attention-grabbing.
The sub headline should provide additional information and support the headline.
The CTA should be prominently displayed and communicate the desired action from your audience, such as “buy now” or “subscribe.”
Hero image or video
The hero image or video should be visually appealing and help reinforce the message of the headline and subheadline.
Product or service description
It is a brief description of the product or service being offered. The description provided should highlight its key features and benefits.
These testimonials, reviews, and other social proofs can help build trust and credibility with potential customers. Trust badges, such as security seals or certifications, can also help build trust and credibility.
Benefits or value proposition
The benefits or value proposition of the product or service being offered should be highlighted to communicate its unique selling points.
A form should be included to capture user information, such as name and email address, especially if the landing page is intended to generate leads.
The landing page should be free of distractions and links to other pages, so users can focus on the CTA and take the desired action.
How to Create a High-Performing Landing Page
When creating a high-performing landing page, there are several steps that you should follow to ensure that your page is effective and achieves its intended goal. Here are the general steps involved in creating a landing page:
Define the goal of the landing page
It’s important you define what you want to achieve with the landing page, such as generating leads, promoting a product, or increasing sales. When you’ve defined your goal, you’ll be able to track your progress.
Identify the target audience
You should know that your product will not solve every problem on earth, nor will it apply to everybody. Hence, define your target audience suited for the landing page, understand their needs, preferences, and pain points, and be able to offer a solution to them.
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Craft a compelling headline and message
The headline is the first thing visitors see when they land on your page. You should ensure that it is clear, compelling, and attention-grabbing. Your landing page should be able to communicate the key benefits and features of your product or service in just a few easy-to-understand words.
Create a lead capture form
If you intend to generate leads from your landing page, create a lead capture form that makes it easy for the user to sign up or provide contact information. Keep the form short and only ask for the essential information needed to achieve your landing page’s goal.
Develop a clear call-to-action
The CTA is the action you want visitors to take on your page, such as filling out a form or making a purchase. Your CTA should be prominently displayed and stand out on the page, using clear and action-oriented language.
Your landing page should have a clear and prominent call to action (CTA) that encourages visitors to take the next step. Your CTA should be specific and action-oriented (e.g., “Get Your Free Trial” or “Buy Now”).
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Develop the content
When writing the content for your landing page, it should include headlines, subheadings, and body copy. Your landing page should focus on the benefits of your product or service, have social proof such as testimonials from clients, and be optimized for search engines by including relevant keywords in your copy, meta descriptions, and image rather than just its features.
Your target audience is most interested in why they should patronize your products and the benefits they get when choosing you. Hence, you must use compelling copy to highlight how your offer can solve their problems or meet their needs.
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Design the landing page
It’s important that you select an appropriate colour scheme, typography, and other design elements that reflect your brand at its best. Use high-quality images, videos, and other visual assets that support the message you portray on your page and also engage the user. Also, you should develop a layout that is easy to navigate and visually appealing.
Build and test the landing page
Code and build the landing page using a website builder or other web development tools such as, Wix, Shopify, WordPress, etc. Test the landing page to ensure it works correctly and meets your desired goal. You should continuously test and refine different versions of your landing page based on user feedback and analytics data. A/B testing can help you identify the most effective headlines, visuals, and CTAs for your audience.
How to Design a Landing Page
Designing a landing page involves several steps to ensure that it is visually appealing, engaging, and easy to use. Here are the general steps you can follow when you want to design a landing page:
Set the tone with the right visuals
Choosing the right visuals for your landing page is as important as the landing page itself. To make your landing page attractive to users, you should select high-quality images, videos, and other visual assets that support your message and engage the user. Select visuals consistent with your brand and resonate with your target audience.
Use colour and typography to enhance the user experience
There are brands that you remember simply by their colour because colours have ways of sending specific information to users. Hence, you should select an appropriate colour scheme and typography that reflect your brand and enhance the user experience. Use contrasting colours to make the call-to-action stand out and ensure the text is easy to read and visually appealing.
Develop a clear and concise layout
How you arrange every piece of information on your landing page counts for the overall success of the page. When designing a layout for your landing page, it should be done in a way that is easy to navigate and visually appealing. Make effective use of white space, so the content stands out, and ensure the layout is consistent across the entire landing page.
Use social proof and trust indicators to build credibility
Many businesses highlight the trophies and awards they have received over the years on their landing pages. Incorporating social proof and trust indicators, such as customer testimonials, reviews, and ratings, help build credibility with the user. You should also highlight any awards or certifications your product or service has received.
Optimize for mobile devices
When your page is mobile-device selective, it becomes a problem because you’ll have less traffic than expected. Your landing page should be created in such a way that it’s optimized for mobile devices to ensure a smooth and seamless experience for all visitors, regardless of the device they’re using. You can use responsive design to ensure that the landing page adapts to the screen size of the user’s device.
Continuously test and refine the landing page
Continuous testing of your landing page is a necessity to remain relevant. Use A/B testing and other testing methods to improve your landing page continuously. Analyze user behaviour and feedback to identify areas for improvement and make changes to the design and layout as needed.
Difference between Creating and Designing a Landing Page
Creating a landing page and designing a landing page are related tasks, but they have different objectives and focus on different aspects of the page. While creating a landing page involves building a page to achieve a specific goal, designing a landing page focuses on the visual and aesthetic elements to make the page appealing and effective for the user. Both tasks are important and require careful consideration to achieve the desired outcome.
Ultimately, your website will function at its best when you pay detailed attention to how you create and design your landing page. It is also important that your customers come first, and ensuring an awesome user experience that imminently translates into sales is your number one priority. When you follow these steps, your business can achieve its goals.
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