How to Make a Landing Page

How to Make a Landing Page

May 21, 2021

A landing page is a standalone web page designed specifically for a marketing or advertising campaign. It’s where a visitor “lands” after clicking on a link in an email, ad, or other digital location. Landing pages are designed with a single focus or goal, known as a call to action (CTA). In this comprehensive guide, we will walk you through the steps to create an effective landing page, from planning and design to optimization and best practices.

1. Understanding the Importance of Landing Pages

a. Why Landing Pages Matter

Landing pages are crucial for several reasons:

  • Lead Generation: They are designed to capture leads by encouraging visitors to fill out a form or take a specific action.
  • Focused Marketing: With a single, clear call to action, landing pages eliminate distractions and increase the likelihood of conversions.
  • Performance Tracking: They provide valuable data and insights into the effectiveness of your marketing campaigns.
  • Improved SEO: Optimized landing pages can improve your search engine rankings and drive more organic traffic (https://www.hubspot.com/landing-pages).
b. Types of Landing Pages

There are various types of landing pages you can create, including:

  • Lead Generation Pages: Designed to capture visitor information through forms.
  • Click-Through Pages: Aim to persuade visitors to click through to another page, such as a product page.
  • Sales Pages: Focus on convincing visitors to make a purchase.
  • Splash Pages: Used to welcome visitors and provide essential information before they enter the main site (https://neilpatel.com/blog/types-of-landing-pages/).

2. Planning Your Landing Page

a. Define Your Goal
  1. Clear Objective: Define the primary goal of your landing page. Is it to capture leads, generate sales, or promote an event? Your goal will determine the content and design of your page.
  2. Single Call to Action (CTA): Ensure your landing page has a single, clear call to action. This could be filling out a form, downloading an eBook, signing up for a webinar, or making a purchase (https://www.wordstream.com/blog/ws/2017/05/11/landing-page-goals).
b. Know Your Audience
  1. Target Audience: Understand who your target audience is. What are their needs, pain points, and interests? Tailor your landing page content to resonate with them.
  2. Buyer Personas: Create detailed buyer personas to guide your content and design decisions (https://www.hubspot.com/make-my-persona).
c. Craft Your Offer
  1. Value Proposition: Clearly articulate the value of your offer. Why should visitors take the desired action? What’s in it for them?
  2. Incentives: Consider offering incentives such as discounts, free trials, or exclusive content to encourage conversions (https://neilpatel.com/blog/landing-page-incentives/).

3. Designing Your Landing Page

a. Create a Compelling Headline
  1. Attention-Grabbing: Your headline should grab attention and make visitors want to learn more.
  2. Clear and Concise: Clearly convey the main benefit of your offer in a concise manner.
  3. Relevant to the CTA: Ensure your headline aligns with the call to action and the overall goal of the landing page (https://www.hubspot.com/headline-writing).
b. Use Engaging Visuals
  1. High-Quality Images: Use high-quality images that are relevant to your offer and resonate with your audience.
  2. Videos: Incorporate videos to explain your offer, demonstrate products, or share testimonials. Videos can increase engagement and conversions.
  3. Visual Consistency: Ensure that all visuals are consistent with your brand identity and message (https://neilpatel.com/blog/visual-content-marketing/).
c. Design a User-Friendly Layout
  1. Simple and Clean: Keep the design simple and uncluttered to avoid distracting visitors from the main goal.
  2. Clear Navigation: Remove any unnecessary navigation links that could lead visitors away from the landing page.
  3. Mobile-Friendly: Ensure your landing page is optimized for mobile devices. A responsive design is crucial for reaching a broader audience (https://www.hubspot.com/landing-page-design).
d. Write Persuasive Copy
  1. Focus on Benefits: Highlight the benefits of your offer, not just the features. Explain how it solves a problem or meets a need.
  2. Clear and Concise: Keep your copy clear, concise, and easy to read. Use bullet points and short paragraphs to break up text.
  3. Social Proof: Include testimonials, reviews, or case studies to build trust and credibility (https://neilpatel.com/blog/landing-page-copywriting/).
e. Strong Call to Action
  1. Visible and Clear: Make your CTA button stand out with a contrasting color and clear, actionable text.
  2. Compelling Text: Use action-oriented text that tells visitors exactly what to do, such as "Download Now," "Get Started," or "Sign Up Today."
  3. Multiple CTA Buttons: If your landing page is long, include multiple CTA buttons throughout the page to make it easy for visitors to take action at any point (https://www.wordstream.com/blog/ws/2018/01/16/call-to-action-examples).

4. Implementing and Publishing Your Landing Page

a. Choose a Landing Page Builder
  1. Landing Page Tools: Use a landing page builder to create and publish your landing page. Popular tools include HubSpot, Unbounce, Leadpages, and Instapage.
  2. Templates: Choose from a variety of pre-designed templates to save time and ensure a professional look.
  3. Customization: Customize the template to match your brand and specific needs (https://www.hubspot.com/landing-page-builder).
b. Integrate Forms and Analytics
  1. Forms: Use forms to capture visitor information. Keep forms short and only ask for essential information to increase submission rates.
  2. Analytics: Integrate your landing page with analytics tools like Google Analytics to track performance and measure success.
  3. Tracking Pixels: Add tracking pixels from platforms like Facebook and Google Ads to monitor conversions and retarget visitors (https://neilpatel.com/blog/landing-page-forms/).
c. Test and Optimize
  1. A/B Testing: Conduct A/B tests to compare different versions of your landing page. Test elements like headlines, images, copy, and CTA buttons to see what performs best.
  2. Monitor Metrics: Track key metrics such as conversion rate, bounce rate, and average time on page. Use these insights to make data-driven decisions.
  3. Continuous Improvement: Continuously optimize your landing page based on performance data to improve results over time (https://www.wordstream.com/blog/ws/2016/05/18/landing-page-ab-testing).

5. Promoting Your Landing Page

a. Use Paid Advertising
  1. Google Ads: Use Google Ads to drive targeted traffic to your landing page. Bid on relevant keywords and create compelling ad copy.
  2. Social Media Ads: Promote your landing page through social media advertising on platforms like Facebook, Instagram, LinkedIn, and Twitter.
  3. Retargeting: Implement retargeting campaigns to reach visitors who have previously interacted with your brand but did not convert (https://www.hubspot.com/landing-page-promotion).
b. Leverage Email Marketing
  1. Email Campaigns: Promote your landing page to your email subscribers through targeted email campaigns.
  2. Personalization: Personalize your email content to increase relevance and engagement.
  3. Clear CTA: Include a clear call to action in your emails that directs recipients to your landing page (https://neilpatel.com/blog/email-marketing-for-landing-pages/).
c. Share on Social Media
  1. Organic Posts: Share your landing page on your social media profiles to reach your followers.
  2. Engage with Followers: Encourage your followers to engage with your posts and share your landing page with their networks.
  3. Influencer Marketing: Partner with influencers to promote your landing page to a wider audience (https://www.hubspot.com/social-media-marketing).

6. Analyzing and Improving Performance

a. Monitor Key Metrics
  1. Conversion Rate: Track the percentage of visitors who complete the desired action on your landing page.
  2. Bounce Rate: Monitor the percentage of visitors who leave your landing page without taking any action.
  3. Traffic Sources: Analyze where your traffic is coming from to understand which channels are most effective (https://www.wordstream.com/blog/ws/2018/07/18/landing-page-metrics).
b. Use Heatmaps and User Feedback
  1. Heatmaps: Use heatmaps to see where visitors are clicking and how they interact with your landing page. Tools like Hotjar and Crazy Egg can provide valuable insights.
  2. User Feedback: Collect feedback from users to understand their experience and identify areas for improvement.
  3. Surveys: Use exit-intent surveys to gather information from visitors who leave without converting (https://neilpatel.com/blog/landing-page-heatmaps/).
c. Optimize for Better Performance
  1. Content Updates: Regularly update your landing page content to keep it fresh and relevant.
  2. Technical Improvements: Ensure your landing page loads quickly and is mobile-friendly.
  3. Continuous Testing: Continuously test and optimize different elements of your landing page to improve performance over time (https://www.hubspot.com/landing-page-optimization).

Conclusion

Creating an effective landing page is essential for capturing leads, driving conversions, and achieving your marketing goals. By following the steps outlined in this guide, you can design, implement, and optimize a landing page that resonates with your audience and delivers results. Regularly analyze your performance and make data-driven improvements to maximize the effectiveness of your landing pages.


For further assistance on creating and optimizing landing pages for your business, consider partnering with Eastmoor Digital. Schedule a discovery call today at Eastmoor Digital Discovery Call or call us at 302-514-7003. Let our experts help you create compelling landing pages that drive growth and achieve your business objectives.