Landing pages have one purpose only: simplification. They are a rather synthesized version of a website that has basic information and a call to action.
I think you have noticed that, every single time I write about landing pages, I talk about "calls-to-action". Always. While it is not my intention to underrate your marketing knowledge, you can't imagine how many times the designers and I have had arguments about where to put the call to action, since the customer never made it clear or it wasn't provided at all.
For the sake of my friendship with the designers' team, my own peace of mind and in order to help you get more clicks and sales, I'll say this again:
HAVE A CLEAR CALL TO ACTION!
Done. Now, today's topic is how to create the ULTIMATE landing page design.
The secret: think of sales
Can you believe it? If I were you, I would be disappointed. "Think of sales"... is that even a secret?
But, you see, the problem with many people is that they expect some kind of a cheap website that covers EVERY SINGLE FREAKING aspect of their company, aiming nowhere and shooting everywhere.
If you go to a deli and you know you want to buy a bagel, you just want to know how much it costs, what kind of bagels they have and maybe get a cup of coffee or something. But if you go to the counter and they start offering you EVERY SINGLE PRODUCT they have and they tell you about the story of the company and who is who in the deli and news about the world of delis... um... if I were you, I'd freak out...
... and maybe I'd never go back.
Keep it as simple as possible.
Probably, people arrived to your landing page thanks to your AdWords campaign. If you planned your marketing strategy right, your banner probably refers to a specific offer. Your customer was interested on that specific order.
And this is why I say landing pages are all about simplification: they create direct, effective and immediate conversions and reduce your prospect's hesitation. The least they dwell and wander, the more eager they'll be to make business. Info, call to action and WHAM! The money's on its way to the bank.
Now, THAT'S thinking of sales: Making things easier to our customers so they buy our products and services. No hurdles,no fuzz, no nothing.
The truth behind the ULTIMATE landing page
Thinking of sales is the start. There are plenty of things to consider (a well-managed AdWords campaign, good copy writing, provocative graphic design) but having steady basis is what help you build up a campaign from there. Of course, I know that landing pages may serve other purpose, but the principles of simplicity apply always.
So, how to make the ultimate landing page? Planning, planning, planning.
That's all you need to know. For now.
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