The relevance of the “selling” landing pages does not pass with time. We tell how to develop a successful landing with the use of new advertising technologies.
Elements of effective landing and best practices for their settings
The website is the face of the company on the Internet. According to him, the audience is the first impression about the brand. He broadcasts culture and values to future customers, talks about the product features and serves as a source of contact information. But there are tasks with which a corporate website copes worse than a simple landing page.
To make the user a simple attractive offer that he cannot refuse is work for the landing page. As long as new unknown products and start-ups appear on the market, the need to create “selling” pages does not disappear.
Let’s refresh our knowledge about landing pages and find out how best to create them in 2019.
What is the landing page
Landing is an independent web page created to achieve a specific goal. Usually this is some kind of user action: leave contacts, request a call back, download a PDF, register with the service, place an order, etc.
Thus, the company’s main page, price list, page with an assortment or contacts can not be considered landing pages. Even if they have a beautiful design and all advertising of the brand is on them. Landing is focused on one specific action, no extra information.
The main components of the landing, regardless of the purpose, are:
Headline The essence of the sentence in one phrase. Bright enough to attract attention, and understandable enough not to be misleading.
Sentence. A brief description of the benefits for the future client is what motivates him to perform the desired action.
Call to action. Usually in an interactive element – buttons, links, forms.
Often a landing page contains additional content (media, confidence indicators, chat rooms, etc.), which we will discuss below. However, to successfully attract customers, this minimum is sufficient.