If your readers have reached so far as the landing page, it means you did a good job. It also means you need to do a great job with the page, to engage them further. When creating a landing page, you have to establish some things from the very beginning, so that you may have all the elements – text, image, CTAs – working in the same direction. So, in order to design a coherent plan, you need to answer a few questions:
- Does the landing page address potential or existing customers?
- How do readers land on the page?
- What is the purpose of the landing page?
Once you have the general idea, you can take care of the details. If you are creating a landing page destined to existing customers, you need to design it in a manner that goes perfectly with their previous experience with your brand.
A landing page should also show your customers, prospective or current, how your product will improve their lives, while giving them a great experience. In order to render all this and put it in a nice format, you need to follow three simple steps.
- Know your readers – it is not enough to know that the majority of your customers belong to a certain age segment. You need to understand how and why they landed on your page, and what kind of content they will react to.
- Paint a picture – describing your product or service is sometimes useful, but never enough. Include it in your customers’ daily lives, help them relate to it, place the focus on its benefits.
- Be precise, succinct and witty – do not be vague and use few, but meaningful words to convey the message. Making use of humor is always helpful, so try to insert a witty phrase every now and then.
