Landing page creation: the secrets behind high-converting pages
Digital marketing is made up of several techniques that aim to bring brands closer to their respective audiences through the internet. However, in this process there are numerous challenges, and one of them is the creation of landing pages.
This is a very important step for the success of your strategy. After all, this is the transition point that brings your lead closer to closing a sale.
However, how can you convince him of the advantages that your solution can bring? How to attract their attention and make them make their first direct contact with your brand?
That's what we're going to understand today. Beatz experts have put together some tips that can help you create the best landing pages and also the main secrets for high-converting pages.
So, if you have questions about one of the most used strategies in digital marketing, keep reading and check out all the details!
What are landing pages?
Landing pages are pages created specifically for a marketing or advertising campaign. Its main objective is to convert visitors into leads (potential customers) or customers, by carrying out a specific action.
But, what is the difference between a Landing Page and a website’s homepage?
This is a common question, after all, if we analyze it in depth, both should be attractive and guide the visitor to other actions.
However, unlike a homepage, which offers an overview of a website and encourages exploration, a landing page is focused on a single objective, known as a Call to Action (CTA).
In other words, an efficient landing page reduces the possibilities of paths to be followed, giving just one option: conversion.
The main elements for creating landing pages
Just like other formats used in digital marketing, there are elements that cannot be missing when developing a landing page. After all, it is proven through practical studies that certain layouts, terms and constructions have the power to reach certain audiences.
But, it is important to keep in mind that this is not a single and exclusive formula. Therefore, you may need to adapt some points for your audience. Therefore, we always recommend creating personas and defining a target audience that present characteristics close to what you expect as a customer.
Some elements, in fact, can stand out when creating landing pages. Among them, we can mention:
- Title and subtitle: 80% of people only read the title, so think of words that attract attention and arouse curiosity;
- high quality images: the images that make up your landing page must have visual quality to generate trust and complement the text;
- Quote description: it is very important to create a text explaining the benefits of the conversion;
- Form: Make sure you only ask for the information you need, as the fact is that the more information you ask for, the lower your conversion rate will be;
- UX design: page design optimized for user experience;
- Psychological triggers: social proof, scarcity, urgency and other factors that you can use according to the situation.
Exchange of information through the creation of landing pages
The basic characteristic of digital marketing (especially the Inbound Marketing) is the exchange of information. For example, to better understand who the potential buyer is and how close they are to purchasing, creating interesting content is essential.
This way, when obtaining rich material, the user will send you relevant information, such as email contacts, the company they work for, among other information. This exchange, in general, takes place through a landing page
The visual part and the structural part are carefully considered to maximize their effect. Therefore, the fields to be filled in are personalized, and the exchange ends up being in the best way.
Create attractive content and present your ideas
A landing page is the postcard for the service or product you are selling. Therefore, when creating content, it is important to gather the main information about the brand you are advertising, therefore:
1 – Create a line of reasoning
After bringing everything together for a Landing Page, highlight the priority order of each title. Question your strengths in a simple and coherent way and remember that the title is the protagonist.
2 – Be succinct in your words
Did you know that less is more? The basis of the Landing page is the title and design. Therefore, there is no need to add more information. The purpose of the page is to help the customer decide using these options.
3 – Landing Page Design
As we mentioned in the article, visuals are another important factor for a successful Landing Page. The colors must convey a harmonious tone in conjunction with the text.
4 – Make calls to action
Continue reading the article! What you just read is a CTA. So, remember to tell your visitor what he should do. At this time, focus on clear and inviting buttons.
5 – Captivate, convert and conquer
Now you have all the tools to create an attractive landing page. Therefore, you will be able to convert more leads. Finally, don’t forget to optimize your content for different screens.
Creation of landing pages as a marketing strategy
Although they are great tools for generating leads, this is not the only reason why creating landing pages is so important in your strategy. Check out other functions that this technique can provide:
Optimize your lead score
Lead score is the potential customer's score. This strategy is a method of prioritizing the profiles closest to those considered customers, assigning points to each contact based on the operation carried out by them.
With this, you will be able to build a good history with your contacts, and thus, define what the priority will be for each of them.
Contact analysis
You will be able to better divide contacts based on lead conversion or the information requested in the form. For example, if you use multiple products and therefore multiple personas, you can distinguish between these people through landing page conversions.
Another advantage is knowing exactly who is interacting with you, especially for companies that do not have a defined market segment or company size.
Reduce customer acquisition costs with landing pages
Furthermore, the landing page is a cheaper option to create opportunities for your business. With good advertising and strategy, it can boost your entire sales month and generate enough opportunities to increase your potential.
Once your website gets a new customer from the landing page, it shows that paying attention to it can be of great help to your business.
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