Landing pages are one of the most important assets of your campaign. It's the place where your target audience comes after they have seen the advertisement, got interested and then clicked on it to know more. So clearly it’s an engaged audience which means a high probability of conversion. But yes, building a landing page can be quite frustrating, confusing and time-consuming. So the question is, how do we do it right?
It’s extremely important to prep before you start building your page, and that’s what I will aim to help you with here. Nothing complicated, nothing over the top, just some simple steps to help make more sense of things and provide clarity in the process. So let’s get started:
1) Start with everything you already know about your target segment
Remember that every action in marketing starts with your audience and this is no different. Build a customer profile for your brand and you will be surprised to know how easy your life will get after this. It will help you at every step of decision making. So ask yourself:
Who is your target segment: Gender, Age, Location, Income
What's their hobby?
What are their challenges?
What are their purchase habits?
What are their goals in life?
What sort of jobs are they in?
These are generic profiling questions. You can get into further details depending on your business e.g. How many devices do they have? Are they into sports? Are they dog lovers? Do they enjoy music? and so no...
2) Finalize your key offer
This is the primary message you want to convey to every single person who visits you. While finalizing it, keep in mind that it should:
Align with the message on your ads.
Be enticing enough for them to stay on and engage with you.
Really be mapped with your customer profile and preferably try to address their challenges, or desires, or goals in life.
A user spends about 3 seconds on a page before deciding whether to stay or leave. So while designing your landing page, always remember that your key visual and key copy should be able to convey this message to the visitor in the first few seconds.
3) Develop supporting messages to the key offer
This could be a step by step guide on how to do something, or additional information to make your key offer more exciting, or simply anything that you think will make this user more interested in your service or product.
Key offer: Get 30% off on your first purchase
Supporting message: Get free delivery on purchase worth more than AUD 150
4) Additional information on the page
Key offer and supporting messages could be followed by emotional pitch or brand message or any other offer that you may be running in parallel. However, always remember to not make it confusing for the user. You want to keep the decision making as linear as possible.
5) Have a backup offer
What do I mean by this? Basically, this is a way for you to continue engagement with a user who has come to your landing page, is not enticed by the current offer and is about to leave. So what do you do in this case? Try to offer him something that will add value to his life and is for FREE. e.g. offer an e-book, free webinar or a free trial. This helps you keep the audience interested in your brand, engage more, try your services ultimately giving you a much higher probability of converting later.
6) Build a list of keywords
SEO rules at every step of the way and its something you simply cannot ignore. Create a list of key words that you want to target and keep it handy whenever you are developing the content.
7) Finally, develop a flow for the landing page
For this, I always go by my thumb rule that is, while creating any marketing message think from the point of view of someone who knows absolutely nothing about you or your offers. Keep this in mind while drafting the message flow of your page and everything else will fall in place. Ask questions like:
Did my copy on top convey my key message?
Does my page have sufficient information to help the user go through this offer or contest?
What else does he need to know to make this offer more exciting?
What other information can help my audience get interested in me as a brand?
By the time you are done with this process, you will already have a very clear direction of what you want and how you want it. If you are developing the landing page yourself, just keep this list handy and refer to it everything you are stuck or if someone else is doing it for you, trust me they will bless you for providing them with such clear brief and guideline.