What is the purpose of a landing page?
A landing page is actually quick to create. Provided you know the content, structure and call-to-action. A landing page must meet the expectations of the potential customer and therefore be well planned and structured. Before you can start designing the page, you should ask yourself a few questions. For example
- What do I want to advertise?
- Who do I want to reach?
- Where do I link my page?
- and above all: What is the purpose of the page?
In short: a landing page responds to the customer's needs. Regardless of whether it is the search for a specific product or service, the answer to one of their questions or wishes. One thing is clear: clear communication is the be-all and end-all. This will make you and the customer happy. This is how you sell your product or service, generate leads and reach new prospective customers.
On the landing page, you answer the visitor's previously raised questions or needs. You should think about how you design your advertising and draw attention to the landing page. Do you place ads on Facebook? Do you advertise on Google? Do you write to customers personally?
The perfect structure
If the potential customer clicks on your landing page, a very important step has already been taken. But beware: you can also lose a lot of visitors here. The correct structure of a page is therefore crucial.
1 "Keep the action above the fold."
Find a catchy headline. The first thing the visitor notices is the header with a slogan, image, video or animation. The expression "above the fold" describes precisely this area. The area that is visible without the visitor having to scroll further down. Arouse the visitor's interest and avoid lots of bells and whistles and unnecessary information, especially in this area.
2 Clear call-to-action
Include a clear call-to-action on your landing page. This will help visitors find their way around more quickly. The visitor knows what they will get on your page. Once they have read the headline, they can immediately decide whether they are interested in more information and your product.
3 Communicate intentions clearly
You, in turn, should decide where to direct the visitor with the call-to-action. Don't try to encourage the visitor to take lots of different actions. Make sure that you focus on one goal.
Design your page with lively content. Use suitable photos and videos. Show your product in action and showcase your brand. Design your site clearly and unambiguously.
It is important not to exaggerate here. Because nothing is more unappealing than that. In the best case scenario, you should be able to weigh yourself in modesty, but at the same time present your strengths to the outside world. The customer wants to make their own decision: don't be too pushy and promotional.
4 Social proof - testimonials
Once you have aroused the visitor's interest and made a good first impression, you should do everything you can to maintain this impression. Because even here you can still lose your potential customer. Include testimonials on your site so that you further build the visitor's trust. Of course, you should only capture real voices and not tell fairy tales. Authenticity and honesty is a very important factor in everything.
4 Link to other important content on your site
Feel free to link to other important content on your website further down the page. Encourage meaningful interactions and use easily comprehensible amounts of information.
