How to create a landing page | Infographic

Though it seems that there is nothing difficult in creating a single website page, with landing page the situation is much more complicated.

It is not enough to organize and structure the content, use images, and animation, as the main task of each landing page is to be conversive — convince users to make a step you encourage them to do. That is why you should know the main principles of conversion-centered design to create an efficient landing page and the steps to go through to build it successfully.

How to achieve higher conversion rates?

The main goal of each marketing campaign is to convert any visitor into a customer and the objective of the landing page is to serve this goal. So if you wish your landing page was effective, consider the following tips for the creation of a better conversion-centered design:

1. Catch and hold user attention

All the information on the page must encourage a user to make an action. That means there should not be any distractions and direct links to your homepage. The main thing is to achieve 1:1 attention ratio: offer users only one solution, for example, press the call-to-action button. Experts advise to remove a navigation bar, stock images, avoid old-fashioned “Submit” button to get the desired ratio.

2. Surround the things with context

“Powerful and convincing” are two most accurate features of the landing page context. Before its creation, you should answer two simple questions: how much users are already aware of your offer and what they should learn yet.

In general, the page should provide the main message without extra details and maintain the campaign branding — use the Brand Voice and design.

The headline of the page has the utmost importance as its task is to convey the subject of the campaign and provide a short explanation about the pang content.

3. Struggle for clarity

Almost 80% of visitors scan the page instead of reading it, so the consideration of information hierarchy is a necessity. Organize information in the order for it to have a good flow and be connected. The persuasive text should be visually dominant; the headings — clear and accurate.

The design clarity can be tested by the “Squint Test”.

Steps of landing page creation

The easiest and most convenient way to build a landing page is to use layout templates. The average page can be created in 5 steps.

1. Naming

  • Go to Marketing > Landing Pages > Landing Pages and click Add Landing Page;
  • Give it an internal name, add tags if necessary, provide a title and a description;
  • Opt for a Pardot Campaign;
  • Optionally you can also provide a Vanity URL, Archive Date to make it inactive in future and Hide from Search Engine indexes.

2. Form selection

  • There are three ways to deal with a form: Create New Form, Use existing form or choose No form;
  • Mark Redirect the prospect instead of showing the form’s Thank You Content if required.

3. Content layout

  • Find out a suitable layout: you can narrow down the search results by using Filter or Sort by.

4. Content of the landing page

  • Landing Page content is added with the help of an editor.

5. Confirm & Save

  • Save the changes clicking Confirm & Save.

These steps will work only with layout templates. If you wish to use Stock templates, the procedure will be a bit different.

Creation of a landing page is not a simple process if to consider higher conversion rates. Every word of the page should be chosen profoundly. The design must be both simple and appealing. The content — clear and convincing. Follow the tips mentioned in the article if you do wish your creation brought about desirable results and made visitors take immediate actions.

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