It’s that simple: you need to create a website, describe the key benefits on it, start traffic and happily watch how payments for your goods or services arrive in your bank account. Agree, perfect picture. In reality, everything is different: time, effort and money are invested in the landing page, but as a result, you have to constantly increase the conversion rate. Why does this happen? One of the most popular reasons is improper preparation for creating such a site. In most cases, the bet is placed on creative design, loud slogans and big budgets in advertising campaigns. In this article, we’ll take a look at the five steps you need to take to develop a converting landing page.
1. Study the needs and goals of the client as much as possible
What are his values? Why does he do what he does? Which segment does it work with? Why did he choose these people? Is he willing to work with these segments himself? Was he willing to give up other segments or would it be difficult for him?
It is important to deeply study the final audience and necessarily agree with the client. Different people perceive the same product with differences in reaction and thinking, so the content should match their preferences.
For example, the owner wants to reach more established customers, but because of internal attitudes and fears, he constantly broadcasts meanings that suit his old audience. The paradox is that it is precisely the last category of clients that he wants to refuse and no longer work with them. If this issue is not worked out, the new landing page will attract those who are always expensive, simply because its visitors are from the old customer level.
2. Study the market situation
What are the strong players? What new companies and individuals are entering the market? How much higher or lower is the price tag than what has already been announced? Is the product relevant to the market? If not, is the owner willing to commit the resources to make this market warm?
If the market is not ready for the product or service that will be brought to it, even the coolest landing page will not generate the desired conversion and sales. Imagine that 10 years ago they started talking about artificial intelligence: even now people perceive it with skepticism, and at that time they could betray anyone who said that a neural network would be able to write songs, texts and pictures from scratch.
3. Work out the visual component from the point of view of positioning
It is important to move away from the value characteristics of the business, from the personal brand of the manager, from what segment of the audience the offer is aimed at. The owner must understand: his preferences for color scheme and individual elements may differ from the results of marketing research. Pushing your personal taste increases the risk of not getting the desired result in terms of conversion and sales.
Acceptable, dental clinic and website in red. Can you imagine how potential customers will take it? Dentistry, as a field that is already associated with pain, blood, causes many fears, will be presented in red, which will further strengthen these attitudes.
If the prospect has a misalignment between the value, the promise and the visual packaging, it will cause deep rejection. For business, this is one of the scary moments: if a person feels cheated because there was one thing in the visual component, but when getting acquainted with the product or service, a completely different feeling arises, he is unlikely something to buy He will not be friendly in the future.
4. Think over the strategy of further communication
It’s just that a one-touch site sells less and less, even with huge budgets and a personal brand pumped to the max. The exception is exclusive niches in which you will be the only representative. Headline advertising has also stopped producing good results.
Today, a landing page should have a system built into it that takes into account how you will capture the customer, warm them, hook them and bring them back to you. For this, a so-called sales funnel is developed, which performs all these functions.
Important: A funnel is not an invitation to fill out a feedback form or leave a request for cooperation. If there are no prices on the site, and at the same time the product is roughly the same as competitors with a predictable price, the call to fill out a form to get an individual calculation will only be annoying. This technique is morally outdated.
For example, one good way to drive visitors down the funnel is through pop-ups that offer a bonus, gift, or useful piece of content. A potential customer leaves his data, receives something important to yourself and then be more receptive to new messages from you and your company.
5. Use all opportunities to confirm expertise
This can be done through media publications. Articles like this broadcast: you’re trusted by iconic magazines and publications, so potential customers can do it too.
Another way is as detailed as possible cases with photos and screenshots. It’s important to describe exactly how you helped the customer with a focus on what is important to potential buyers. A few “thanks, that’s fine” suggestions don’t work. Specify what request the customer made, how exactly you helped him solve it, and what result he got. So, with the help of facts, you will demonstrate your professionalism and willingness to help to the visitors of the landing page.
Remember: the number of cases leads to the most insolvent audience. More than the premium segment carefully reads the text or watches the video – such people want to get to know each other better, find something in common, recognize themselves in your experience and, on this basis, make a purchase decision.
Let’s summarize and draw a conclusion
In order to create a landing page that converts visitors into buyers and thereby increases sales, it is important to work out the foundation as much as possible. Design and texts should be a consequence of marketing analysis, not come first. Then such a landing page will work and generate sales.