How do you create an effective landing page to enhance your online presence?

It is essential on a website when it comes to conversion… the landing page! But how do you create an effective landing page in the industry? Let’s see it all together.

1. What is a landing page?

Unlike a classic web page, the landing page has an entirely different objective: converting called “landing page”. The landing page corresponds to where a visitor lands after clicking on a link.

The landing page is generally accessible via a Google Ads campaign, a widget, a post on social networks, etc.

But what do we mean by “conversion”?

When we talk about conversion, we intuitively think of a purchase on a website, but this is not necessarily the case.

Of course, it can be a purchase, but in b2b, and especially in the industry, it is instead a subscription to a newsletter, a webinar, the download of a white paper, a quote request.

These different conversions do not directly generate money as an e-commerce sale can do, but they have one thing in common: data collection. Therefore, the objective is to collect visitors’ information (via a form) to “qualify” these prospects and hope to convert them into customers after that.

The landing page consists of several elements:

• A descriptive title of the highlighted offer
• text content
• Visuals _
• A “proof” of the benefits of your offer (elements of reinsurance)
• A form

Several steps are necessary to design a landing page:

The creation of the “model”:

This is a visual model where different “blocks” corresponding to the elements constituting a landing page will be displayed. The model, therefore, aims to structure the various contents of the page (text, button, form, etc.)

The creation of text content:

It is the writing of the content that will be displayed on the page. These contents must be worked and must correspond to the target to maximize the chances of converting it.

Page design:

It is the design of the landing page, i.e., all the graphic elements that will make up the page: font, colors, visuals, animations, the layout of content, etc.

Optimization of the landing page:

A landing page is always optimizable. This step includes all the possible optimizations that a landing page can undergo, whether visual, textual, or other.

2. What are the crucial elements of a landing page?

A landing page will be different from one sector to another. However, there are common elements essential to a landing page, namely: a design, the text content, the conversion elements, the reassurance elements, the user experience.

The design of the webpage

As said before, the design includes several elements ranging from typography (font, size, colors) to the choice of icons, visuals, pictograms, animations, etc.

The design is essential because it is the first thing a user sees when he lands on the web page.

Depending on the sector of activity, you can have a very elaborate graphic design or a relatively simple and refined design.

The goal will remain the same: to implement a design that fits the industry and speaks to your potential prospects.

The content of the page

The text content includes the title(s) and the content blocks.

The title is crucial because it is also one of the first things the visitor will see: it must be concise and evocative with your targets. It must make the prospect want (or not) to continue browsing the page.

The text content must be adapted to the target. Thus, specific technical terms may appear if necessary.

The conversion elements:

This will be the form and the CTAs (call to action). CTAs correspond to the buttons on the page and should facilitate a conversion. For example, a “Learn more” button can send the user back to the form to fill it out.

The form is the central element of a landing page. In the industry, the objective is to obtain information about the visitor to make him the best commercial proposal after that.

User experience or “UX.”

The user experience corresponds to the overall experience that the user will have on the web page.

Several elements must be considered, such as

• The graphic quality of the page
• The quality of the animations
• The quality of the visuals
• The layout of the different blocks on the page, etc.

The objective is to make the user want to continue browsing the page. A bad user experience can be responsible for a high bounce rate.

1: The bounce rate corresponds to the rate of visitors who left a website after visiting only one page.

3. A few tips for a successful landing page

Tip #1: Keep the design simple

Our first advice concerns the design of your landing page. No need to go into too much design. Stick to something clean and straightforward. In b2b, and the industry, users do not necessarily have the same experience as a traditional user. Therefore, we advise keeping a simple design to go straight to the point.

Tip #2: Analyze your page

In marketing, you have to test… and the landing page is no exception!

Thus, we advise you to analyze your landing page results to optimize them. So you can:

• Vary the content
• Vary the placement of CTAs
• Modify the structure of the different content blocks

The objective is to compare the results obtained for each version of your landing page. There are many tools to analyze and optimize your landing page—Google Optimize, which allows A/B testing to be carried out. Hotjar will enable you to create a “heatmap” of clicks and, therefore, visualize where most users click.

If your site is connected to Google Analytics and Google Tag Manager, we advise you to track your forms via Google Tag Manager. It will allow you to observe and analyze your results directly.

Tip #3: Reassure your visitors.

As seen previously, a landing page is often made up of a block of content dedicated to reassuring visitors. It can be many things: certification, testimonials, customer reviews, etc.

We advise you not to neglect this part. Do not hesitate to mention partners, ask your current customers for opinions or testimonials, display your certifications if you have any, etc.

Tip #4: Optimize the form

First of all, the ideal would be for the form to be part of the blocks directly visible to the user. If this is not the case, adding CTAs that link to it can be interesting.

Then, we advise you to focus on the essentials in your form and limit the fields. Today, many forms still require too much information for not much. For example, if your form requires the user’s first and last name, there is no need to make a field dedicated to the last name and another dedicated to the first name: create a single field “last name + first name.”

These easy-to-implement optimizations are often overlooked and can lower your conversion rate. So remember to apply them well!

Finally, the best advice we can give you is to test! A landing page can constantly be optimized, don’t hesitate to try different variables (text, button, form, etc.) to find THE formula that best converts your visitors.

If you want to build and optimize your landing page, do not hesitate to contact MavenUp Creatives.