So, you're planning a new product launch. You're all ready to start selling it.
Great! But…what's your plan for making sales? A product is only as good as its exposure, and there's a lot of noise out there when it comes to getting a new business off the ground. That's why landing pages are so important.
Landing pages are the best way to get your message across without deviating from your main goal: To sell your product or service and make that initial spark of interest catch fire. A landing page makes that happen by telling your visitors what they need to know—not just about your product, but about how it fits into their lives and helps them achieve the goals they have—in the most concise and straightforward way possible.
When you buy an ad spot on Google, you get people clicking on your business' link in search results, but once they arrive at your website, they might not see exactly what they were looking for. Landing pages help you send traffic exactly where it needs to go so that those people can become loyal customers who keep coming back for more.
Landing pages also help you collect valuable data that allows you to optimize future marketing campaigns—and save money on ads while doing it!
The first thing to do is decide on your unique selling proposition
Your unique selling proposition defines why your business is different from anyone else's and what you offer that is unique. What makes your product or service different? Why should a customer choose you over another company? What are you the best at doing?
Here are a few examples:
-We're the only [product type] in the US that uses [special features].
-All of our products are made by [special group].
-We're the only brand that offers [special service].
You can either choose one of these or think of your own. The more specific, the better!
What is the purpose of your landing page?
Before you start working on your landing page, it's important that you first decide upon your goal(s).
You should have a clear objective for each landing page. Do you want to:
- Generate leads?
- Direct users to a particular product or service?
- Encourage users to download an ebook or whitepaper?
Every landing page has a specific purpose and once you've determined the goal of your landing page, all design decisions will stem from this goal.
Make it super easy for your visitors to take action
The path to success: Know what you want.
The first thing to think about is the tone of your landing page. What do you want it to convey? Is it supposed to be warm and friendly, or is it supposed to be more reserved and professional?
Craft the perfect message and make it easy for your customers to do what you want them to do: Buy your product, sign up for your service, or whatever else you're trying to get them to do. It's that sinple.
Keep it sinple and keep it short
Landing page text is where you can make the most impact on your potential customers.
You need to be able to clearly communicate your value proposition, but keep it short and sinple.
Make sure your landing page design is mobile-friendly
Over half of all web traffic is mobile, which means if your site isn't mobile friendly, you could be missing out on a huge number of potential customers.
If your landing page isn't optimized for mobile devices, then it's not going to be effective in converting those visitors into customers. That's why it's so crucial that you ensure that your landing page design is responsive and looks great on all sizes of screen!
Use a headline that makes people want to keep reading
When you write a headline, you should always think about structure. Are your verbs in the right place? Have you used the right adjectives? Do your pronouns make sense? The more clear and easy-to-read your headline is, the better chance it has of being read.
It's also important not to repeat words or phrases in your headlines. If you find yourself using the same word over and over again, try switching it up with a synonym or a different part of speech (noun vs. verb).
Further, you should never write more than one sentence for each heading on your page - readers will lose interest if they have to scroll back up after reading each paragraph! Keep sentences concise by removing unnecessary words like "the" or "an.” But don't forget about punctuation either; just because something sounds good doesn't mean it needs an exclamation point!
Focus on the benefits
Imagine what would happen if you put an ad for a new car in the paper that just said "New Car." You probably wouldn't get any buyers, right? That's because the headline doesn't mention any of the benefits of owning a car–instead, it just focuses on the fact that there is one available.
When you write your headlines, try to focus more on the benefits than on the features–it's all about getting someone's attention so they'll want to learn more. Use strong verbs like "get" and "discover" to bring readers into your world quickly; use words such as "now" or "today."
Utilize conversational copywriting techniques
Conversational copywriting is all about tapping into the experiences of your customers and engaging with them in a friendly and conversational manner. When you use conversational copywriting, you sound like a real person rather than just another business, and that can make all the difference when it comes to winning customers over.
Add relevant images, videos, and testimonials
Make sure you have relevant imagery on your landing page. This could be a photo of your product, a screenshot of your app or website, or even your logo. If you’re promoting a service or event, try using an image that shows people enjoying themselves while they use your product.
For example, if you’re promoting an event in a city, you can include a photo of the skyline or other prominent landmark. You can also use an image that shows your product in action. To illustrate, if you’re promoting a software product for task management, include a screenshot to show how easy it is to track tasks.
Add a lead capture form to your landing page
Lead capture forms are a great way to convert your visitors into customers.
In the builder, click on the "Form" block on the left sidebar. You'll see a few different options for form fields. If you don't see what you're looking for, click on "Customize fields" at the bottom of that list and you'll be able to create a new field with whatever name and type of input (text, number, date) you'd like.
If you want to require that a user fills out certain fields before submitting the form, go back to the "Form" menu on the left side of the builder, scroll down, and check off which fields you'd like to make required.
When you're done adding all of the fields you need, you can customize your form block in any way you'd like using the editor at the top right corner of your site. For instance, if there are certain fields that should appear side by side, or should have some extra space below them, just use “Block Settings” to add columns or space as needed.
If someone fills out this form and submits it successfully, they will be redirected to the page of your choice.
Check out these popular landing page builders:
Elementor
OptimizePress
Divi
Instapage
Lead pages
Create multiple variations of your landing page for different audiences (A/B testing)
Use A/B testing to understand your audience.
One of the most common reasons landing pages fail is that they don't understand their audience.
When you're designing your landing page, it's tempting to just make a guess about who your audience is and what they want. After all, you've put so much work into this one page! But that's exactly why you need to create variations of your landing page—to see what really works best for the people who are going to be using it.
By using A/B testing, you'll get to see which elements of your web page are the most effective with different audiences: The color scheme, the headlines, even the shape of the button! It's all about understanding how different audiences respond to different elements of your web page.
Final thought
Landing pages are the perfect way to drive potential customers to your website, collect their information, and make more sales. They're also the best option when you want to target a very specific demographic.
Why wait? Start building your landing pages today!