Did you know there are different types of web pages and have utilities and different objectives? Indeed, whether it is a home page, a product page, a service page or a landing page, the thinking behind should not be the same if you want achieve your goals on the web.
In this article, we will see in depth what landing pages are and how to create them successful.
What is a landing page?
First, see what a landing page is. This type of page, as the name suggests, aims to be the landing point of your website or blog following a click or call to action that you would have presented at various places on the web (on your site or on another) or in emails.
Thus, these pages are designed to meet the needs of the user who by the offer or the promise you made to him in the call to action. So the goal is not to present all that you are and what you do, but only to allow him to learn more about what attracted him to this page and to subscribe to it when appropriate their expectations and needs.
In short, a landing page is the inverse of a home page. So what the home page seeks to direct the newcomer on your site to all the different content and what your business offers, the landing page focuses on one element in order to convert people who visit.
In this article, we will see in depth what landing pages are and how to create them successful.
What is a landing page?
First, see what a landing page is. This type of page, as the name suggests, aims to be the landing point of your website or blog following a click or call to action that you would have presented at various places on the web (on your site or on another) or in emails.
Thus, these pages are designed to meet the needs of the user who by the offer or the promise you made to him in the call to action. So the goal is not to present all that you are and what you do, but only to allow him to learn more about what attracted him to this page and to subscribe to it when appropriate their expectations and needs.
In short, a landing page is the inverse of a home page. So what the home page seeks to direct the newcomer on your site to all the different content and what your business offers, the landing page focuses on one element in order to convert people who visit.
The role of the landing pages in the inbound marketing
If you are a fan of inbound marketing, you have not heard the last of landing pages! These are a main point since prospect generation process used to put forward the remarkable deals at your content strategy aimed to engage your visitors and customer loyalty.
Sure landing pages that we find forms that will allow you to generate leads and gather information on them in order to qualify and convert them into a customer.
The three objectives of a landing page
1-Understanding supply at a glance
A good landing page should allow visitors to understand at a glance what is offered on this page.
If it's too long and it does not seem to correspond to what was promised in the call to action on which he clicked, you will lose very quickly his attention and he will leave the page without giving you the information you want to know!
A good way to know if your landing page meets this objective is to conduct a blink test. This is a kind of survey to find out if your page is to be analyzed quickly. To pass the test blink respondents must say what they remember of your page after consulting for 3 to 5 seconds.
It's short you think? It does not take more than an Internet user to exit the page if it does not understand where you want to bring it!
You can generate a blink test free through the site http://usabilityhub.com/ to test your latest creations!
2-Convincing the value of the offer
Then, when the fateful three seconds after arrival on your page are placed, you have to convince of the value of your offer so that the visitor feels he has no choice but to subscribe to it. Images, videos, text, page layout and design will be your allies in order to fulfill this task.
Leverage the benefits of the offer and not on those attributes. You must answer the question in the minds of all visitors: "What's in it for me?". You must make them feel that they would be stupid not to be willing to give some of their information in exchange for an offer incredible!
3-Enable to subscribe for ONE offers only
Finally, a landing page is not a home page or any other webpage. It should not contain any other element that the offer is enhanced.
It is not the time to try to attract the visitor's attention elsewhere. Your only goal is that someone fills out the form to get your offer. If you burn with desire to expose all your content, do you remember a little! Guests can use the thank you page of your offer to direct your visitors to other content.
The anatomy of a landing page
There are certain elements that all good landing page should contain. A general model to create effective landing pages. This is not an exact science and every industry has its peculiarities, but if you start by having all these elements on your pages, it will be a good start!
Anatomy of a landing page
Here are some explanations for this pattern:
A clear and punchy header
First, to keep visitors on your page when it arrives, you have to get his attention and assure him that he is where he wanted to go with a clear and powerful header that will be directly linked the call to action on which it was clicked.
You can also support your header of a sub-header that will act as a complement to it.
"Hero" Image or picture
"Hero picture" is a term that refers to web design an image that is at the forefront of a web page. This must be very representative of the offer and also have similarities with the design of the call to action that was clicked to go to the page. The goal is to make the user feel that it is in the right place and the supply of this page will allow it to fill a need he has.
Descriptive text about the offer
Is no exception, the text remains the # 1 element to explain your offer to your visitors. Keep it short and focused on profits. Use bulleted lists for faster viewing your content. The goal is not to write a novel, but only to satisfy those who need a little more substance to be convinced.
A form prominently
If one of the main goals of a landing page is to persuade visitors to subscribe to your offers, it is also its mission to afford to do so easily. A visitor from one of your pages should not have to look how it can subscribe to your offer. This should be obvious even as it happens on the page.
That is why the form should be shown if you want to generate leads with your website. To do this, you can use a color "punchy" not found elsewhere on the page to its header and submit button. The form design is a very complex art that has been one of my previous articles.
Elements supporting the "social proof"
"Social proof" is a marketing concept which advocates that an individual is more likely to want something (supply, product, service, etc.) other than his peers have. Thus, it may be worthwhile to add to your pages the following:
Satisfied customer testimonials
Received or recognized organization scores price of your industry (eg trip advisor)
Number of shares of the offer on social media
Number of subscriptions to the offer since it was put online
The expertise of your team
In some industries, it may be appropriate to position his team as experts in the field. So, to put forward your best talent on your page can give credibility touch to your offer! For example, a word from the president or the professional biography of the author of a downloadable document are elements that humanize your business and increase user trust towards you.
A closing argument
Also, it's nice to finish his page with a quote or a strong closing element. A final argument that will force the visitor to fill out the form. This phrase should be in continuity with the header elements.
The lack of navigation
If you had not noticed, this page template contains no navigation. This is a characteristic landing pages in order to keep the visitor on the page so that it converts at the form level. Thus, the main and secondary navigation (menus) of the site and the footer have been removed. In addition, the page contains no outgoing links to other content. The only item should be clickable button on the form.
In conclusion, How to create beautiful landing pages to generate a lot of leads on the web. Indeed, the amount of deals that you make available to your visitors using these pages is also important. If you want to succeed on the web you have to think about creating bids for each of your personas and at every stage of their buying process!
If you are a fan of inbound marketing, you have not heard the last of landing pages! These are a main point since prospect generation process used to put forward the remarkable deals at your content strategy aimed to engage your visitors and customer loyalty.
Sure landing pages that we find forms that will allow you to generate leads and gather information on them in order to qualify and convert them into a customer.
The three objectives of a landing page
1-Understanding supply at a glance
A good landing page should allow visitors to understand at a glance what is offered on this page.
If it's too long and it does not seem to correspond to what was promised in the call to action on which he clicked, you will lose very quickly his attention and he will leave the page without giving you the information you want to know!
A good way to know if your landing page meets this objective is to conduct a blink test. This is a kind of survey to find out if your page is to be analyzed quickly. To pass the test blink respondents must say what they remember of your page after consulting for 3 to 5 seconds.
It's short you think? It does not take more than an Internet user to exit the page if it does not understand where you want to bring it!
You can generate a blink test free through the site http://usabilityhub.com/ to test your latest creations!
2-Convincing the value of the offer
Then, when the fateful three seconds after arrival on your page are placed, you have to convince of the value of your offer so that the visitor feels he has no choice but to subscribe to it. Images, videos, text, page layout and design will be your allies in order to fulfill this task.
Leverage the benefits of the offer and not on those attributes. You must answer the question in the minds of all visitors: "What's in it for me?". You must make them feel that they would be stupid not to be willing to give some of their information in exchange for an offer incredible!
3-Enable to subscribe for ONE offers only
Finally, a landing page is not a home page or any other webpage. It should not contain any other element that the offer is enhanced.
It is not the time to try to attract the visitor's attention elsewhere. Your only goal is that someone fills out the form to get your offer. If you burn with desire to expose all your content, do you remember a little! Guests can use the thank you page of your offer to direct your visitors to other content.
The anatomy of a landing page
There are certain elements that all good landing page should contain. A general model to create effective landing pages. This is not an exact science and every industry has its peculiarities, but if you start by having all these elements on your pages, it will be a good start!
Anatomy of a landing page
Here are some explanations for this pattern:
A clear and punchy header
First, to keep visitors on your page when it arrives, you have to get his attention and assure him that he is where he wanted to go with a clear and powerful header that will be directly linked the call to action on which it was clicked.
You can also support your header of a sub-header that will act as a complement to it.
"Hero" Image or picture
"Hero picture" is a term that refers to web design an image that is at the forefront of a web page. This must be very representative of the offer and also have similarities with the design of the call to action that was clicked to go to the page. The goal is to make the user feel that it is in the right place and the supply of this page will allow it to fill a need he has.
Descriptive text about the offer
Is no exception, the text remains the # 1 element to explain your offer to your visitors. Keep it short and focused on profits. Use bulleted lists for faster viewing your content. The goal is not to write a novel, but only to satisfy those who need a little more substance to be convinced.
A form prominently
If one of the main goals of a landing page is to persuade visitors to subscribe to your offers, it is also its mission to afford to do so easily. A visitor from one of your pages should not have to look how it can subscribe to your offer. This should be obvious even as it happens on the page.
That is why the form should be shown if you want to generate leads with your website. To do this, you can use a color "punchy" not found elsewhere on the page to its header and submit button. The form design is a very complex art that has been one of my previous articles.
Elements supporting the "social proof"
"Social proof" is a marketing concept which advocates that an individual is more likely to want something (supply, product, service, etc.) other than his peers have. Thus, it may be worthwhile to add to your pages the following:
Satisfied customer testimonials
Received or recognized organization scores price of your industry (eg trip advisor)
Number of shares of the offer on social media
Number of subscriptions to the offer since it was put online
The expertise of your team
In some industries, it may be appropriate to position his team as experts in the field. So, to put forward your best talent on your page can give credibility touch to your offer! For example, a word from the president or the professional biography of the author of a downloadable document are elements that humanize your business and increase user trust towards you.
A closing argument
Also, it's nice to finish his page with a quote or a strong closing element. A final argument that will force the visitor to fill out the form. This phrase should be in continuity with the header elements.
The lack of navigation
If you had not noticed, this page template contains no navigation. This is a characteristic landing pages in order to keep the visitor on the page so that it converts at the form level. Thus, the main and secondary navigation (menus) of the site and the footer have been removed. In addition, the page contains no outgoing links to other content. The only item should be clickable button on the form.
In conclusion, How to create beautiful landing pages to generate a lot of leads on the web. Indeed, the amount of deals that you make available to your visitors using these pages is also important. If you want to succeed on the web you have to think about creating bids for each of your personas and at every stage of their buying process!
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