At DigitalMakers we know that when one of our clients wants to start an online marketing campaign to promote a service or a product, one of the most common and effective strategies to boost their business from the internet is usually the creation of a landing page or landing page, linked to a paid campaign on Google or social networks.
With this binomial it is possible, firstly, to give visibility to the company and, secondly, to make the potential client access a web page created with the objective of giving their data to start the commercial or sales process.
In this article we will explain how to create a landing page that is attractive and effective to promote your business and more easily achieve the objectives you have defined as responsible for marketing in your company's marketing strategy.
A landing page is
a page designed and created to serve as a lead capture that is achieved through a digital marketing campaign.
Its main feature is that you always have to have a call to action that is displayed clearly.
Although the final objective of the landing page is always that the lead performs a concrete action when arriving at the page, we can talk about two types of landing page according to their objectives:
In this case, the objective is not so much that the user leaves us his data only to be able to carry out subsequent marketing actions but that direct sales are of interest. These are especially informative websites with a call to action that invites the user to make the purchase or go to a second page where they finally make the purchase.
The first step in planning an effective landing page is always to define the Buyer Persona to which it is addressed.
Similarly, and especially if we are doing a landing page designed in B2B, we should also define the Ideal Client Profile to be very clear about what type of company the landing is aimed at.
In both cases, without knowing who our ideal client is and the company we are going to, we cannot prepare the elements, contents and the appropriate communication so that he feels identified and attracted by what we can offer him.
Once we have clear these two concepts, we can focus on creating the right content for its capture and creating both the adwords campaign or social media campaign.
The components that any landing page must contain are the following:
In any case, for a landing page to be effective it is very important to work all the components always from the Buyer Persona and taking into account that the result of all of them is professional and well worked.
In order for a landing page to be effective, it is important that a structure such as the so-called “Above the Fold” newspaper be followed, that is, above the fold (or fold), in which the most important news was put in the part of above, along with the image.
In web terms, for a landing page to be effective it is important that the most prominent elements are visible without having to scroll the page. In the upper part there must be the title, the image and the call to action, preferably. The description and additional information can be at the bottom of the page, as support for the title and to convince the user if you have doubts.
For the success of a landing page the texts are very important and the copywriting It fulfills a fundamental function, since it must create texts that attract attention, that convince, fidelicen and attract leads.
We must always work so that the texts we generate for any Marketing strategy are attractive, to help our clients to generate a discourse that convinces their potential clients and, therefore, generate conversions.
In DigitalMakers we always work from the inbound methodology and starting from the creation of any Buyer Persona Marketing strategy and we have special care both in the design and especially in the attractive texts created through persuasive writing or persuasive copywriting. If we manage to attract the attention of our ideal client we can communicate with him. And if we do not communicate with him in an attractive way and understanding his concerns we can generate an interest in him that ends in a conversion and a sale for our clients.