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How to create a successful landing page

Written by: Jerom

As we all know, landing pages are a basic element for any client acquisition campaign. You may be attracting traffic by using Adwords, Email Marketing or directly from Google search results (organic positioning). With this said, creating a successful landing page is crucial for getting good campaign results.

Whether you work in the area of Digital Marketing or you're in charge of communications in a company, you have probably heard of this topic repeatedly. However, sometimes it doesn't matter how experienced we are in the realm of communication, it's always good to recall certain aspects of this topic to keep them fresh in our minds and to avoid forgetting certain crucial elements that can threaten any given campaign. In this case I'll talk a bit about the factors you should keep in mind when creating a landing page that is truly effective.


Get to know your target audience

Before going forward, it is imperative to know who you are directing your campaign towards in order to attract attention. You must understand the purchasing cycle of your potential clients. How does your consumer behave? What needs do they have and how can you cater to them? If you offer a solution to their problems in an attractive manner, with a communication that generates empathy and speaks their language, you'll be able to win them over.

This is why it is so important to know them well. This is why, if you know them well, you will be able to choose an image, colours, fonts, proper editorial style, icons and the call to action button that will make your user feel comfortable in your landing page and that responds to their opportune need with a value-added offer that makes them click the purchase button.

Develop an attractive, strong title

It is crucial to think long and hard about the title and how to integrate it in your visuals when designing a landing page. To give you an idea, the purchasing process, or lead acquisition depends 100% on each step they have to take. It is a chain reaction. Every step depends on the last. For this reason, if we want the user to read the sales pitch and even more, to leave us their details, then our priority is that the title gives them an incentive to do so.  It has to be clear and motivate them.

Now, it is also important on a technical level (SEO) that the title includes the keyword on which the campaign is based. Why? If the campaign's traffic comes from Adwords, you must keep in mind that there is a narrow relation between the price of the keyword and the quality of the landing page. When creating an Adwords campaign, Google catalogues or values the quality of the landing page and this value, called Quality Score, influences the price per click of the published ad. So, the higher Quality Score the lower the price per ad (ppc).

Why am I telling you all this? Because it is important to really think about what keyword you'll base your landing page on and at the same time consider what should be in the title and in the development of the sales pitch.

Clear, precise, brief sales pitch

Just as the title makes all the difference, sales pitch is where you can really shine and put it all out there. The description of the product must be a declaration of high value to call attention and must differentiate the product or service from the competition. In the editorial content, it must be communicated in a clear and precise manner, what it is, why I should buy it, and end it with a call to action (CTA) that breaks up the layout and motivates the user to click.

In short, the user should reach your landing page and know right away:

- What it's about
- Why it's important
- What I should do

I recommend that you pay attention to the content, image, title and sales pitch, because these contents should sell by themselves. Imagine that you are with your client in person and are offering them your service. Your speech should be short, but at the same time, since you are in front of your potential client you have more tools at hand to persuade them. In a landing page you don't, so it should be very clear what you want to say to avoid sending the wrong message or not being convincing enough. At the same time, the user never has much time (we're talking seconds), so, I insist, it must be short, attractive and clear.

Strong Call to Action "Touche"

Just as your title is your war cry, your call to action is the last bullet fired. It's the "coup de grace" of the landing page. Although this may sound a bit exaggerated, in reality, the call to action will be the title that will ultimately motivate the user to fill out the form. That is why it is so important.

In fact, many Digital Marketing specialists believe that to create a profitable landing page the Call to Action is the piece of the puzzle that will most likely influence a conversion. In other words, if the title before the form doesn't have a "touche" effect, it won't work.

What makes a good Call to Action?

- Visually a Call to Action must stand out just after the sales pitch, because it must be related.
- The button must be big and flashy.
- Equally, it must be clear and limited to one title. More than one Call to Action generates confusion. It makes it such that the user can only make one selection.
- Just as the name states, Call to Action, the title before the form must encourage action.  It must provoke the user to leave their details and click on that red button to "buy, send, contact, request".


The user is mobile

These days all websites are switching to mobile versions, a web design that is completely adaptable to mobile screens. There are more and more users with internet than with computers nowadays. This means that statistically there are more users with mobile phones with access to the internet than there are with computers. You know where I'm going, don't you? Yes, a successful landing page must be web responsive by default.

Test again and again

A landing page is like a living organ, you can always modify, improve and enrich the content in conjunction with the behaviour of your traffic. You can even do A/B testing, meaning creating two landing pages with one variable that is different and that way you'll discover which one works best. For example, to know which title, image or Call to Action is best, you can publish two landing pages and change the variable you want to test. If the traffic is coming from a database, make a test with 10% of the users to know which of the two has more conversion rates. From there you can drive the rest of the database toward the landing page that gives the best results. If the traffic comes from Adwords, make a test for a reduced time period (maybe one week) and the one that receives more conversions is the one you work with.

The act of testing before checking in the middle of the process or analysing the results and the metrics help you refocus your efforts. This is one of the biggest advantages of Digital Marketing. It's all about the being able to reorient and optimize a campaign in real time to always improve the results and at the same time better understand your audience.

I hope this was helpful to you. If you have any doubts or need us to lend a hand on how to create a valuable landing page that enhances the conversion of your Adwords or Email Marketing campaign, we are at your disposition.

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