Landing page creation: why to do it and the basic rules

What is the purpose of creating a landing page? To put it in a nutshell, a landing page is used to convert visitors into customers, through a specific path. In fact, it is not enough to attract the target to the site. You should never confuse the landing page with the home page because they have very different functions. Once on the home page, for example, where would they go? The landing page contains a specific objective. For users to perform the action that you have chosen as a goal, there must be no distractions.

But what does it mean to convert? It means leading the user to perform a specific action. Landing pages have this function. Among their functions are, for example: 

• Getting people to register on the site to get certain offers 
• Get people to subscribe to your newsletter 
• Generally collect data
• Lead to buy products 

For these reasons, in fact, on the landing page there is often a form to fill out. Or a quick way to buy the product sponsored by the campaign to which that landing page refers. The results of the campaign can also be measured because data is collected on how many see the post, how many select it, and another series of relevant parameters to understand what was done right and what can be improved.

However, a landing page can also be reached through posts that do not belong to a specific digital marketing campaign. It is only necessary that the post is interesting and that it contains a call to action. 

In this regard, attention should be paid to the post in question. In fact, its content must match what is later on the landing page. It seems obvious, but not paying attention to details of this type can be a serious mistake. 

But what are the elements to consider in creating an effective landing page? 

The landing page must not be in any way chaotic in. 

It must present information in an intuitive way, so that the most important ones stand out. The design should be simple but effective and in line with that used in the website development. It must catch the eye of the visitors and their interest. So, one tip is to not use overly complex or intricate graphics. 

The most important information goes at the top of the page. In this way the user does not have to struggle to find it. A chaotic organization can cause frustration in the person who visits the landing page, thus prompting them to leave. 

In this regard, it is not necessary, but it is recommended to use explanation images and videos, or one or the other. The human brain processes images faster. Any means that makes the user's journey easier is welcome.

The title must be captivating, short but also specific. It is complex to combine all these elements, but not impossible. If the title must be impactful, however, the subtitle must explain the content of the page in more detail. The title can be more creative, while the subtitle more descriptive.

The text should not be excessively long. Paragraphing is very useful, as is using bold. Of course, all these things must be balanced, in order not to overload the page. It should be remembered that the user often has neither the time nor the will to read. A long text would risk reducing interest. Furthermore, the text must not be full page, because it makes reading difficult, even when it is short.

With respect to the internal content of the page, in addition to describing the product, the offer or in any case the purpose of the page, something else can be done. For example, the advantages of the company or brand in question can be highlighted compared to any competitors. Or even of the object of the landing page itself, such as the purchase of a certain product or what you receive by leaving your data.

You must absolutely avoid inserting links that refer to external pages, even if they belong to the site. This is because doing so would defeat the purpose of the landing page, which is to keep the user there and lead him to perform a specific action.

There are some elements that facilitate the use of the landing page by the user.

• The use of bulleted lists. They make content schematic and more memorable 
• Insert a single button, clearly visible, with the call to action. Too many selectable zones could be distracting 
• The data collection form must be concise. Requesting too much data would make the process tedious. Therefore, the dropout rate would rise. Furthermore, care must be taken to make the fields mandatory, so as not to run the risk of not receiving some data 
• You must remember to include social media buttons. In this way, if the user wants to find out more about the products or the brand, they can do it comfortably through platforms other than the site. Sharing is also encouraged

It is important that the landing page also adapts well to a mobile phone display. In fact, many users could arrive on the page while browsing with their mobile phone. One piece of advice is not to use small fonts or write a lot. Conversely, large, and explanatory photos are recommended, once they are of good quality. Similarly, call to action buttons must also be large and easily recognizable. The information should also be here at the top of the page.

In parallel, if there are forms for data collection, the fields must be large and easy to fill in.

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