A landing page is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page is seen as the lead capture page and its importance cannot be overemphasized.
Identify your audience
Whenever you are designing your landing page always makes sure that it talks to the audience. Try to figure out the problem, the need or the wants of your target audience.
Also write the copy with specific person in mind. If you succeed in driving traffic to your landing page through many advertisements. And run different Ads, create many different pages. They can m,mostly be the same, but with different headline and tweaks in the copy.
Define your Most Wanted Action (MWA)
The Most Wanted Action is one action people should take whenever they land on your page. This is actually dependent on your product and strategy. Generally, if your product is somewhat expensive and complicated, it is better to just get their email address and start building as relationship with them from there.
However, if you are selling your products at cheaper rate, or you sell products like wine or newspaper subscription, it makes more sense to go directly for the sell. If your product is a software for instance, I recommend offering free trial version.
Define your message
Now that you have known your audience, the problem they have and the solutions too. This is the time for you to craft a comprehensive message. The truth remains that, there is no sure or certain way what will work. All you need to do is to create a hypothesis and split test them.
Give your landing page a good design
Now you already know the Most Wanted Action, you understand and know your audience, you have the hypothesis. Mind you, the hypothesis should appeal to them. Now the issue is, how do you design a landing page?
However, it is good to know that the more field you request a visitor to feel the more frictions you are likely to cause, therefore the less people will fill the form.
Thing that you should leave out when designing your landing page
Mind you, there is always exceptions and you usually cant copy best practices to use on your site, however this advice given here should be your starting point. Just try as much as possible to get the essentials first and tweak from there.
Putting it all together
Once you have created your page layout and copy, the next thing is to put together and upload it on your website. We recommend using simple URLS that users can easily recognize. Sometimes it’s a good idea to register a whole new domain for your landing page altogether- exact keyword domains get more PPC traffic.
For instance, if your website is about job offers to work on an oil rig, your URL could either be www.OilRigJobOffer.com or www.Somesite.com/oilrigjoboffers. Such URLS often generate better than normal clicks through rates on targeted Google. PPC Ads. A searcher who types oil rig job offers is more likely to click on an Ad with a keyword URL.
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