Part 2
Part 1. Tight on a budget? Or maybe tired of wasting precious time and money? Get a step-by-step algorithm on how to write a conversion landing page.
Table of Contents:
- What is the purpose of a landing page?
- Common landing page mistakes
- Main steps and key elements to craft a landing page that converts
Tight on a budget? Or maybe tired of wasting precious time and money on agencies, designers, programmers and copywriters to craft a landing page for the purposes of your business? Gone are the days when creating a landing page and basic website required extensive knowledge of coding and design. Create professional-looking landing page and site yourself! In 80% of cases, there's no need to break the bank - all you need is someone who knows how to use the latest tools and technology. And good news. That could be a marketer in your company or any other non-tech person.
No-Code solutions and AI are the future, so start mastering new tools now! Read my article about No-Code marketing solutions here >>>
Today I'm going to show you how to create a conversion-driven web page using website builders. Follow these steps to craft a site on your own! With the right combination of lead magnet, design and text, your landing page will definitely drive traffic and generate quality leads for your business! Get started!
WHAT IS THE PURPOSE OF A LANDING PAGE?
A landing page is a web page where you collect a visitor's contact information in exchange for something of a value, like a product sample or a book. Websites are designed for exploration but Landing Pages are customized to a specific campaign or offer and direct visitors to a single call to action. Since the goal of a landing page is to convert leads, you need to convince visitors to click the button. You can also move the visitors through another site where the actual conversion will take place.
With a landing page, you will be able to increase your advertising campaign and enhance your impact on your target audience. Next up, you will be nurturing your prospects with personalized tools using email, paid ads, or other types of targeted marketing before those leads become your customers.
Do you know about the Rule of Seven? According to this basic marketing principle, it takes seven “touches” (contacts, interactions) to turn a prospect into a customer. The same applies to generating leads. In other words, you need to reach your prospects seven times before he takes an action (using your ads, emails, campaigns, etc.). I will write an article about digital marketing funnel later.
COMMON LANDING PAGE MISTAKES
Many mistakenly refer to one-page sites as landing pages. Most of these sites aren't really landing pages.
- Landing page is designed for a specific target audience or even a group/subgroup of your prospects. The best messaging for this page is clear, concise and easy to follow. Furthermore, you’re focusing on one product or one category of products.
- If you offer different types of products for different target groups, this is not a landing page, this is an informational website.
- If you offer one product, but to completely different target groups, this is also not a landing page. This page will not have a clear and compelling call-to-action to convert leads.
For example, it would be a mistake to use a landing page to sell logistics software to shippers and carriers at the same time. Marketing messaging and calls to action are different for two different target audiences. Create two landing pages for each of them.
MAIN STEPS AND ELEMENTS TO CRAFT A LANDING PAGE THAT CONVERTS
Creating a landing page starts with designing the effective structure (you can even do it in Word) and finding the right marketing messages for your target audience. For most B2B products you must answer questions such as: who are you and what do you offer, what makes your offer great, what makes you better than your competitors.
Follow the step-by-step instruction to create your own landing page with a template. For B2B brand this will require including some critical elements.
Start by choosing the website builder and graphic editor that suits you best.
The web page below I created fully myself using a website builder Tilda, graphic design software Canva for customizing visuals. I also wrote and engaging copy that should resonate with the target audience. If you don’t have writing skills, you can use AI writing tools like INK.
1. THE FIRST SCREEN FOR THE LANDING PAGE
The rule “You never get a second chance to make a good first impression” implies to landing pages as well. If you don't make a good impression with the first screen you won't get a lead. The goal of first screen is to capture visitor’s attention. Its basic elements are: banner, title, subtitle and a CTA button. You need the right structure, right messaging and right visualization. This is how you convey your offer.
2. TITLE
The title should grab your prospect’s attention and provide a clear value proposition. When users land on your web page, they decide to either keep scrolling or bounce. In seconds, they attempt to assess: whether you're a fit for them. I recommend brainstorming and drafting a couple of headings. Do A/B testing. You can use Google Optimize free tool. Read more about Google marketing tools here >>>
3. SUBTITLE
The subtitle provides more information about the benefits and value of your offer.
4. MAIN IMAGE WITH TITLE AND SUBTITLE. KEY MESSAGE.
First screen image visualizes your offer, stated in the title and subtitle.
Your key message is a statement that addresses pain points your prospects face. What worries them? What are their fears and concerns? Present your solution in a way that solves the customer’s specific problem. You need a clear message that tells your prospects and potential clients everything they need to know quickly. Focus on value.
Addressing Customer Pain Points 
5. BENEFITS
List the key benefits of your product/service. Use numbers to highlight and visualize the key benefits of your brand/product/, if able. Numbers speak for themselves. People love visualized data.
Again, I recommend brainstorming. For example, you can do this online on the basis of a free Trello task management tool which is great for teamwork. Read more about Trello and other no-code marketing platforms here >>>
6. HOW IT WORKS: TELL ABOUT YOUR PRODUCT
Tell about the production methodology, cooperation scheme, i.e. about how you provide the service. Reinforce the text with a proper picture.
7. PRODUCT/SERVICE PROPERTIES OR UNIQUENESS
If you want to enhance the impact on your audience, you can add a content block of the product/service by listing additional valuable features and properties.
8. CUSTOMERS AND CUSTOMER REVIEWS
Share customer logos and provide a couple of naturally-looking quotes from customers’ reviews. A few sincere and emotional words from a satisfied customer, such as: “This product has changed my life for the better!” or “I'm so impressed with how quickly I can do more with less effort - it's amazing!...” – would sound better than a template letter certified by a company seal.
9. CTA BUTTONS
Call-to-action buttons are the buttons you use on your landing pages to guide users towards conversion. This is a prompt that tells visitors to take some specified action. It is written as a command or action phrase: Sign Up, Send a Request, Buy Now. Pay attention to the button visualization (size, color). Test a couple of options.
10. CORPORATE SOCIAL RESPONSIBILITY
CSR is a great way to improve your brand perception, increase customer loyalty and attract new prospects. Maybe you’re a sponsoring some talented people, or you’re involved in green initiatives, and more. Tell about it. Highlight your concern for the planet and people. In this way you show that the goal of your company is not just to make a profit, but to give back to the community and provide positive social value.
11. LAST SCREEN
Post a call to action with an offer that's hard to refuse.
There you have it – a step-by-step algorithm on how to write a conversion landing page. With these tips, you're well on your way to crafting a highly effective lead generation tool. Good luck!