Technology Jul 1, 2020 1:30:12 PM 5 MINUTE READ

In 8 steps to the perfect landing page

We will tell you how to design the perfect landing page in 8 steps and turn visitors into leads.

What is a landingpage?

A landing page is a web page that is intended for a specific marketing campaign. It is usually not accessible via the normal homepage and its navigation, but only via display ads, social ads, search engine ads or other online marketing measures that refer to the specific page. The goal is to get visitors to take a certain action. This can be the purchase of a product, the download of content such as e-books or contacting the company. The landing page therefore focuses exclusively on this action and visitors are not distracted from other pages of the homepage. A landing page is usually aimed at selling a product or generating leads.

The structure of a good landingpage

1. Logo

Of course your logo can't be missing on the page. Usually the logo is displayed in the upper left corner, where it is expected by the user. According to a study, 89% more users remember logos that are placed in the typical top left position.

2. Headline & Subheadline

The title of your page should be short and concise and reflect what the landing page is about. Integrate the key words that you have used in the ads so that the user immediately realises that he has landed on the right page. You can then use the subheadline to explain your offer and your user promise in more detail.

3. Hero Shot

The Hero Shot usually serves as a background image for the headline. The Hero Shot is important because visualizations arouse associations and emotions in the users. Choose an image that represents your products and services, fits to your industry or thematizes the problems you want to solve in order to arouse a need for your products in the user. 

4. Introduction

Below the Hero Shots you can now explain in a short introduction why users absolutely need your product, what problems it solves and what advantages it offers. A list can also be a good way to present the most important advantages and facts in a clear and concise way.

5. Call to action

The call to action is one of the most important elements on a landing page. It leads the visitor directly to the target and brings him to conversion. The button should be eye-catching and immediately catch the user's eye. The colour should stand out clearly from the design and not go under. Possible CTAs are for example "Download now", "Buy now" or "Request information here". It is important that the user is clear what happens after the click.

6. Features und functions

After you have already briefly explained in the introduction what you offer and what the special advantages of your product or your company are, you should go into more detail about the features in the following. Especially in the B2B area, products and services are often rather complex. The user therefore needs more information about the functionalities and features to make a decision. At this point it is also important to clearly show your unique selling point so that your visitors know why they should buy from you of all people. After all, you need good reasons to convince your visitors. Take care not to become too promotional, but to remain authentic. Icons or infographics are particularly suitable for illustration and clearer presentation. A video explaining the features of your product can also be a good way to address the user in an emotional or entertaining way.

7. Social Proof

Customer opinions create trust and are among the most important decision-making aids for buyers. So if you have positive reviews, quotes or success stories from existing customers, they should definitely be part of your landing page. Social proofs and testimonials are especially important if visitors are to buy something. With free offers, such as e-books or contact requests, customer opinions are less important, but definitely don't hurt.

8. Seals and certificates

Do you have an official seal, certificate or special award? Then go ahead! It is best to place them in the footer of your landing page. Such elements create additional trust and convey security. The more trustworthy you appear, the better you can persuade visitors to make a purchase or leave their contact details. Elements such as Facebook Likes or followers also have a positive effect and can be added. 

Kopie von Die perfekte Landingpage

Our tips for the design

The right setup is the first step to the perfect landing page. We have summarized 5 more tips for the design for you:

1.Keep a clear overview: Not everything in the visible area

It is often said that all elements should be in the visible area so that the user does not have to scroll to get information. However, the page quickly becomes confusing and appears overloaded. So concentrate on the really important elements. Logo, Hero Shot, Headline and Call to action should always be visible immediately. The introduction should also be visible so that the user gets the most important information right away. More detailed explanations and related graphics can be found below. If the users are really interested in your offer, you will also scroll down to find out more.

2.Texts: as short as possible, as long as necessary

Less is more. That's also true. However, you should not try to keep your texts particularly short at all costs. Especially with more complex products and services, visitors need more information to be convinced. If you explain too little, important aspects might be missing and visitors might not even understand how your product works. Therefore: As little text as possible, but as much as necessary.

3. Not too many options

The main advantage of the landing page compared to your homepage is that users can only concentrate on one product or offer. Therefore, offer only one product, content piece or subscription and do not refer to anything else. If the user has the possibility to buy something or download an e-book on the site or perhaps subscribe to the newsletter after all, he will quickly lose focus. A landing page is all about one thing.

4. Evoke emotions

Information and facts are important and especially in the B2B area a central aspect. However, the basis for decisions is usually emotion. Therefore, don't forget to address your users emotionally when you are addressing the facts. Keep in mind who your target group is, how you can best reach them and which problems you can solve with your offer. You can also arouse emotions and associations with your Hero Shot and other pictures and videos.

5. Continue monitoring and testing

The work is done once the landing page is created? Wrong! You should test your page right at the beginning. An A/B Testing is a good way to compare several variants and designs. Even if you have decided on one version, you should observe the performance of your landing page, react to changes and optimize it again and again.

Not enough visitors?

You have a great landing page that contains all the important elements and is attractively designed? The visitor numbers and conversions still leave a lot to be desired? With TrustedTargeting you can reach the right B2B target group for your company and lead them to your landing page via ads on Facebook, Instagram, LinkedIn or in the Google Display Network.

Get informed now and generate valuable B2B leads in no time with the Trusted Targeting Tool: 1 interface - 5 ad networks - 159 segments. Reach Messe München's high-quality B2B target groups on Facebook, Google & Co. All in one marketing tool and for every expert level.