Complete guide to creating a Landing Page and increasing the conversion rate of your campaigns

Published on January 14, 2023

Summary

Sometimes referred to as landing pages, capture pages or squeeze pages, Landing Pages generally accompany marketing campaigns: Facebook Ads, Google Ads, newsletters, banner ads, etc. They optimize the conversion rate of visitors who have expressed interest in clearly identified content. Landing pages are also important in terms of natural referencing by integrating long-tail keywords around a precise theme.

What is the role of a Landing Page?

Définition : une landing page est une page web dédiée à convertir les visiteurs, c'est-à-dire les conduire à valider une action. Elle doit aller droit au but et faciliter l'achat d'un produit ou d'un service, recueillir des coordonnées (nom, prénom, téléphone, email...) de manière à générer de nouveaux prospects ou encore inciter les visiteurs à s'inscrire à un service ou une newsletter.

Tips for creating a high-performance landing page

Creativity is essential, and a number of rules need to be observed to optimize the chances of success for a landing page.

Defining the audience for a landing page

It's important to know your target audience before you start creating a landing page. The nature of the offer and the profile of the prospects (age, gender, socio-professional category, geographical area...) will determine the editorial line of the page, the sales pitch and the choice of illustrations.

Define the objective of a Landing Page and propose a unique, clear and precise offer

Generate qualified leads by downloading a white paper, for example, available on condition that you enter your contact details. The landing page thus enables you to develop a base of qualified contacts to be exploited in future marketing campaigns.
Generate qualified leads or customer appointments by responding to a specific buying need. For a real estate agency, for example, a landing page dedicated to Buying a new apartment in Paris will enable you to collect the contact details of potential buyers in a clearly identified geographic area and theme.
Generate a qualified audience by inviting visitors to register for an event. This could be the inauguration of a store or an exhibition, or participation in a webinar or videoconference training course, for example.
Generate qualified users via a registration page (login creation).
Develop a qualified community by offering newsletter subscriptions.

Identify all the elements of a landing page and take care of the content to improve performance

The title (H1) is the first element to appear when the page is loaded. It must be clear, punchy, arouse the visitor's interest and invite him to continue reading. The title (H1) may be followed by a subtitle or a slogan, but it must provide a clear solution to a specific request.

Images must be carefully selected and directly related to the subject of the page. The main image must ensure aesthetic continuity between the source of traffic (the advertising link) and the landing page, so as to reassure visitors. Beware of image banks offering illustrations that sometimes lack originality.

The form is the main element of a landing page; without it, no email, no conversion! It should be relatively short, so as not to discourage input, and sufficiently well placed, above the waterline, to be visible as soon as the page is opened. The questions asked should be relevant to the landing page's theme.

The Call-to-Action button should be named in accordance with the result obtained: opt for Download our eBook or Free registration rather than Send, for example. It's also a good idea to include a reassuring statement to address any concerns visitors may have: No obligation, No credit card required... The Call-to-Action button can be repeated several times so that it's always visible, even after scrolling.

Text (copywriting) can be short or much longer, depending on the purpose of the page. A short text is perfectly suited to a service or newsletter registration page. It should be more complete if the landing page refers to the sale of a product or service. In this case, the text needs to be reassuring and evoke the advantages of the solution provided. These arguments can take the form of lists or mini-sections (text+image) for greater readability.

Social proof refers to all the elements that justify the quality of the offer to real users. This can include customer reviews, testimonials, partner brand logos, etc. They influence visitors and can prompt them to take action.

“ Waouh effect! „

Work on the design of your landing page to arouse the interest and curiosity of visitors

Whether it has a simple, minimalist design or a more sophisticated one, the landing page must offer an impeccable user experience, the famous UX! The aesthetic codes should be the same as those of the main site, to reassure visitors (same colors, same typography, same graphic universe). However, it's advisable to remove the main menu and avoid external links so as not to lose visitors' attention. Opt for illustrations and visual effects that will sublimate the proposed offer.

The choice of illustrations (photos, videos, pictograms) should not be based on aesthetic criteria alone. They have a much more important role, and should add value to the page. Visual elements are particularly useful for presenting the offer in a concrete way, showing what the product looks like or reassuring visitors about the quality of the service.

The SEO benefits of a landing page

By dealing with a specific subject, a landing page naturally develops a complete semantic field around a clearly defined theme.

Alongside paid traffic generated by marketing campaigns (SEA), a landing page must be able to generate organic traffic thanks to optimized content. The SEO performance of a landing page meets the same requirements as a traditional page. The content (copywriting) must be rich and detailed with a minimum of 500 words, the tree structure must be structured(H1, H2 ...), the page loading time must be short, etc.