As the name suggests, the landing page is the place where a visitor “lands” after clicking your link. Technically, it could be for anything—a blog post, a product page, a home page. But, usually, especially if we’re talking about a marketing landing page, it needs a clear purpose. The landing page is there to convert traffic received from a particular marketing campaign.
When a user arrives on a marketing landing page, they usually want to do one of these actions:
- Purchase a product
- Submit a form
- Contact you in some way
- Subscribe to a newsletter
- Register for an event/webinar/etc.
That’s the end goal of any landing page—to get people closer to becoming a paying customer. With that in mind, there are a couple of things that you should keep in mind when building a landing page. All the elements on your page should be directing the visitor to click on that call-to-action button.
Does this sound complicated? It’s much simpler than it sounds. You can treat our suggestions from below as a checklist—and work your way through it. By the end of the list, you’ll have your marketing landing page.
Best Practices to Build a Landing Page Quickly
1. Choose the Right Landing Page Builder
Even if you are in a hurry and want to be done with your landing page within the day, you still have a lot of options. For instance, you could choose to work with a website builder, like Wix. But, if you want more control, you can get that by working on a WordPress website design.
Working with a page builder—like Squarespace, Leadpages, or more, you’re able to use a specific template for your landing page. For inexperienced users who want a quick marketing landing page, these might be easiest to use.
2. Select the Perfect Template
To design a landing page that fits your needs, you’ll need to establish a clear goal. With this goal in mind, it will be easy to choose a template that will work for you. Additionally, even if your landing page needs to be visually engaging, you still need to follow the guidelines of your brand.
If you can’t find a template that you like or that can be customized for your business, you can always build your own. There are plenty of WordPress plugins that can help you design your perfect template.
3. Choose a Relevant Domain Name
Be careful when you choose your domain name—you cannot change it afterward. It needs to be short, but suggestive. Ideally, it could contain an important keyword or something relevant to your business.
Before you make a choice, double-check if the domain you want is available. If it’s not, you can play around with words to get a similar idea, with an unused domain. After that, ask yourself if your domain would be something people could type in a search bar. If yes, seems like you’ve got yourself a new domain.
4. Focus on Your Headline
It’s highly possible that not everybody that will come to your landing page will read all of your copy. Therefore, your best option is to have a clear, specific, and catchy headline. By doing that, your visitors will understand instantly what the page is and, if they are interested, they will look further.
Making the message of your page clear from the start is a good strategy, no matter what type of page we’re talking about. The more effort a user has to put into discovering your message, the sooner he will lose interest.
5. Add Killer Content
For the people that will get past your headline, you need to make sure that your content is effective. Short, but informative, your copy needs to convey essential information in an easy-to-understand, attractive way.
Try to offer the right amount of information. Not too much; you don’t want to overwhelm your users. Not too little; enough detail is needed to turn an interested visitor into a paying customer.
6. Strategically Position Your CTAs
Depending on the purpose of your landing page, you need to think about where you’ll be placing your call-to-action buttons. In general, it’s a good idea to place them above the fold—that is, in the top part of your page.
Making your call-to-action buttons accessible and attractive will make your visitors more likely to take the action you want them to take. Just be sure to make it clear where the button will lead your visitors.
7. Add Engaging Media
Statistics have shown that, in general, people spend twice as much time on websites with videos on their pages. This only means one thing—dynamic and/or immersive elements will make visitors hang around longer.
You need to make your landing page attractive to pique the attention of your users. However, try not to go overboard. The purpose of your page should still be to call your customers to take the action you want your customers to take on your page, not for the design itself.
8. Verify All Your Links and Buttons
Before you press that publish button, make sure everything is working properly. It’s better to fix something at this point than after the page goes live. It would be really weird if somebody pressed your ‘Subscribe’ button and… nothing happened!
9. Meta Descriptions and SEO Titles
When the title of your page is clear, any potential page visitor will know if they are interested or not in your page before they access it. Also, it’s wise to include an important keyword in your title.
The description of your page appears below your page title and URL in the search results. Even though it doesn’t appear on the page itself, it’s quite important. By reading it, people can decide if they might find what they’re looking for on your page or not.
The sole purpose of a marketing landing page is to make the visitors to your website complete an action. It could be purchasing a product, subscribing to a newsletter, or registering for an event. This means that all the elements on your page—design, content, buttons—need to convince your visitors to become paying customers. By following the basic steps from above, you’ll end up with a nice landing page that will suit both yours and your customers’ needs.
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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