Your website’s landing page is just as much a valuable marketing channel as any other, and you should be treating it as such.
You may be wondering how to design a landing page which converts transient traffic into sales, and it is not as difficult as you may have been led to believe.
It is important to understand the difference between a landing page and your website’s homepage, they are two very different things –
A homepage gives your customers general information about your business or brand; whereas
A landing page markets your brand to those who stumble upon it.
When you create your landing page(s) – you can have more than one – you should be tailoring it to your target market and using it for promotions, special offers or product launches, among other things.
Curating a landing page which sells is very easy so long as you follow a few simple key steps and ensure that everything is fully optimised. Here’s what you need to consider when designing a landing page for your brand or business –
1: Your Goal
What do you want your landing page to do? This is the question you need to ask yourself. Do you want your landing page to encourage people to subscribe for your email list? Do you want it to convert traffic into sales? Do you want it to be informative and organic? You need to have some form of goal in-order to design a landing page which works for you.
2: Your Target Market
By keeping your target market at the forefront of your mind, you can increase the relevance of your landing page and thus drive more conversions. None of your customers are identical, however, many of them will have something about your brand which they like, and this is what you need to convey on your landing page’s copy. You can build several different landing pages which cater to different demographics, ages, genders and virtually any other variable.
3. Your Page Copy
Remember, a landing page is just as important as any other piece of marketing and you should treat it as such. Your landing pages should include high-quality copy which is engaging, actionable, emotive and personable. The copy on your landing page doesn’t need to be wildly different to other marketing copy you have, so long as you have the basics down – a captive headline, concise body and a call to action – you cannot go far wrong.
That’s about all there is to it. When planning out your landing pages, try to accommodate for as many as possible, especially if you have a broad target market or customer base. The more landing pages you are which are relevant to different people within your target market, the more people you are going to engage and the higher your conversions will be – simple!
Hiring a Professional Designer
If you do not have a web designer in-house, you may find that it is useful to reach out to professional website designers and have them help you create your landing pages. Website landing pages, again, are marketing copy and need to be highly optimized so as to promote the best possible organic results.
There are plenty of options when it comes to hiring an ecommerce web designer specifically for the creation of landing pages and you should choose one who has lots of hands-on experience creating modern, responsive and optimised landing which house high-quality marketing copy.
You can of course opt to create the landing page yourself (if you are not a web developer by trade, we do not recommend this) and there are a few things to keep in mind should you decide to do this.
Optimising Your Landing Page(s)
The optimisation of landing pages is an article in itself, but we can very quickly cover five of the basic points here –
1. Cut down the landing page to its bare bones – remove any website navigation and other unnecessary functionality;
2. Get to the point straight away and concisely articulate what you are offering to the potential customer;
3. Decrease the page load time as much as you can, so that customers do not get frustrated and leave before seeing anything;
4. Forget search engine optimisation as you understand it and instead focus on linking to your page through other resources (i.e. blogs) because Google does not rank gated content; and
5. Use lots of different tactics, offers and promotions to try and get the customer’s personal details. Offers, free products, discounts and premium access all work here.
That’s About It…
Designing a landing page is not rocket science, all you need to keep in mind is that landing pages are pieces of marketing just as much as any other. If you treat your landing page like you do email marketing copy and keep it optimised, you will have no trouble creating one which sells and converts visitors.