Create Goals FirstFirstly, before you set up a page you need to define what your business goals are. So think about how you would like your visitors to behave once they land on the page. Do you want them to fill in a form, or make a purchase or something else? It’s important that you understand what action you want the visitor to take before you begin. You should also:
- Carry out some competitive analysis – what are other businesses in your niche doing? How can you make sure that you do it even better if they are successful?
- Define your audience – it’s nigh on impossible to sell anything if you don’t know who you’re selling to. Ensure that you get together a buyer persona and create one for your ideal customer and one for a ‘bad’ customer in order to really get into the minds and habits of potential buyers.
- Understand where users are coming from – think about altering the message slightly for those coming from different sources. So create landing pages for each source as many that come through social will have a different perspective than those who click through on ads, for example. You can tailor the language and design to suit each audience segment.
Understand UX DesignWhen creating landing pages it’s desirable to have at least a basic understanding of UX design. UX is a field which has been around for many years but we’ve seen something of a resurgence in recent years thanks to mobile. Good UX should subtly direct the user to where they (and you) want to go and provide an overall great experience with no issues that will frustrate or irritate the user. It’s important that your page:
- Performs well – especially when it comes to mobile, performance can affect conversions as the majority of visitors will leave if it takes a site 30 seconds to load.
- Has a clear navigation system – which should be where the visitor expects it to be, at the top. It should also include a search function, which whilst it isn’t strictly necessary for a good landing page, gives the user a sense of comfort to know it’s there should they get stuck and want to find something quickly.
- Has buttons and forms that behave as they should – as touch enabled sites become more popular, we’ve all experienced those sites that have no padding around buttons, so that neighbouring buttons are easily pressed instead. Forms too should contain big enough boxes and fields should be kept to a minimum.
- Be responsive – RWD is all the rage for a reason. It’s important that the page should be viewable on all devices. However, do ensure that all images and content are optimised so that a pared down version is offered to mobile users which will respond quickly.