This site uses cookies and other tracking technologies to make possible your usage of the website, assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide better user experience.

By using the website, you agree to our Privacy policy

Accept and continue

Report a bug

Cancel
47
How-to 9 min read October 16, 2019

How to Design a Landing Page: Full Tutorial With Examples

Author of Serpstat Advanced Tools
Yaroslava Nevmerzhitskaya
SEO Expert at
Weblium
From the point of view of a marketer, a landing page is an excellent tool that will help you quickly sell a product or service, collect a database of subscribers, evaluate customer interest in a particular offer, and so on.
From the point of view of a user, a landing page is just one more website on the Internet. People spend days browsing the Internet, stop perceiving ads because of the information overload, and you need to try very hard to get their attention.

We will tell and show in this article how to create landing pages in order to achieve the desired action from the user.
Stage #1

Marketing research

The development of a landing page does not begin with a design, layout or text, but with research that helps you choose the right direction. Here's what you need to determine first:

  • Product for promotion. The golden rule for creating landings states: one product - one landing page. We recommend that you refrain from creating "universal" pages where all your products or services are presented. There is a website for this, and your landing page should focus on one product or a product line, in extreme cases.

  • Target customers and their habitats. When compiling a customer's portrait, it is necessary to determine not only demographic characteristics (gender, age, income level, etc.). First of all, psychological and behavioral factors are important that will help you understand what these people are interested in, what problems they have, how to "hook" them, where to find them, and so on.

  • Competitors and their promotion methods. Make a list of direct and indirect competitors. Analyze how many competitors you have, where they are promoted (and why), what their landing pages look like and what they have in common, what nice tricks they use in their landing pages, and so on. Answers to these questions will help you understand how to better present your product, emphasize benefits and attract customers.
    Stage #2

    Development of a landing page

    Copywriting

    A proper landing page should not begin with design, but with content, because the most important thing is what you want to convey to your customers. It is necessary to guide the visitors through the sales funnel: from the first acquaintance with your product to the desire to buy, and the content (text, as well as photo and video elements) is responsible for this. In turn, the landing page design shapes the content and increases efficiency, but not the other way around.

    Layout

    Based on the content, you need to create a layout. Divide the information into separate screens, give it a structure and add functional elements. To simplify the task, you can make a layout on a specialized service for prototyping - Draftium. At this service, you can assemble a prototype from ready-made blocks, which the designer will then finalize.

    Design and development

    Further, there are three main options:

    • create a landing page on your own using a landing page constructor like Wix or Tilda (cheap, but unprofessional);
    • hire specialists who will make it "from scratch" (professionally, but expensive);
    • develop a landing page on a platform that combines both a site builder and professional designers services, like Weblium (quickly, inexpensively and efficiently).

    Regardless of which option you choose, you need to pay special attention to some points:
    1
    Unique Selling Proposition (USP) in the title. Your landing page should clearly and unambiguously express the uniqueness and benefits of the offer, from the very first screen. For example, as it is on the landing page of the Fintechdb consulting company:
    Unique trading advantage on the landing
    2
    Benefits explained. In order to avoid purely price competition, it is important to describe all the benefits that the client will receive by working with you. A good example is the landing page of the Weblium site builder, where a significant part of the page is used to explain the benefits:
    Customer benefit statement on landing page
    3
    Structuring the text. The visitor will not read the long text "sheet" on the landing page. Therefore, the content must be divided into small structural blocks that will be easy to read, like on the site of the Deel payment system. Please note: the text is harmoniously combined with design elements, which greatly simplifies the perception of important information:
    Landing Page Structure Example
    4
    Call to action. Remember the importance of a call to action. All calls placed on the landing page must clearly indicate what a person should do (order, call, fill out a form, etc.) in order to get the desired benefit. A good example is the landing page of Secfi investment company:
    Call to action on the landing page
    5
    Forms and buttons. It is the most important and, unfortunately, not always obvious thing. All conversion elements (buttons and forms) should be noticeable and short. Do not hide them in the sidebar or footer, otherwise, visitors will simply leave the page without finding what to do.

    If you use forms, make as few number of fields as possible, like on the Ionic platform for web developers. Now more and more companies use only one field - email - and the rest of the user data is received in the process of further communication.
    Landing Page Newsletter Subscription Form
    Stage #3

    Testing

    1. Functional Testing. Check whether all interactive elements work as intended on all browsers, devices, and operating systems. One mistake related to the lead form will nullify all efforts.

      Make sure that the hosting where the landing page is published is accessible to users from the target countries. If you use a specialized service, there will be less work at this stage: the functions are checked automatically, and if problems arise, you can contact the support.

    2. Proofreading text. Before you attract real users to the landing page, you need to make sure that there are no errors or typos in the texts. The more expensive the product, the higher the price of each error. Pay particular attention to numbers. If you make a mistake in the price or term of the promotion, it is unlikely to convince the user to buy under less favorable conditions.

    3. Marketing split testing. Before starting the main campaign, it is reasonable to conduct A / B testing on a small number of users. Check different options for headers, CTA (call-to-action), forms and other elements of the page - this will help increase the conversion of the landing page and the profit.

    Conclusion

    Creating a landing page is not so difficult. But creating a page that will stand out from thousands of others, bring customers and sales, is much more difficult.

    It's great if you have your own team of copywriters, designers, and developers - trusted people who know your product and can do everything perfectly. But this rarely happens: much more often contractors are searched for a specific project, and the owner of the project is excitedly waiting for the landing to be successful or not.

    But business is not magic, and to get a predictable result, it's wiser to turn to professionals. Weblium team has developed thousands of sites and landing pages. At an affordable price, you get not only a beautiful but also an effective landing page, developed with the participation of professional designers, with which you can run an advertising campaign and get an influx of customers.

    Learn how to get the most out of Serpstat

    Want to get a personal demo, trial period or bunch of successful use cases?

    Send a request and our expert will contact you ;)

    Rate the article on a five-point scale

    The article has already been rated by 0 people on average out of 5
    Found an error? Select it and press Ctrl + Enter to tell us

    Share this article with your friends

    Sign In Free Sign Up

    You’ve reached your query limit.

    Or email
    Forgot password?
    Or email
    Back To Login

    Don’t worry! Just fill in your email and we’ll send over your password.

    Are you sure?

    Awesome!

    To complete your registration you need to enter your phone number

    Back

    We sent confirmation code to your phone number

    Your phone Resend code Queries left

    Something went wrong.

    Contact our support team
    Or confirm the registration using the Telegram bot Follow this link
    Please pick the project to work on

    Personal demonstration

    Serpstat is all about saving time, and we want to save yours! One of our specialists will contact you and discuss options going forward.

    These may include a personal demonstration, a trial period, comprehensive training articles & webinar recordings, and custom advice from a Serpstat specialist. It is our goal to make you feel comfortable while using Serpstat.

    Name

    Email

    Phone

    We are glad of your comment
    Upgrade your plan

    Upgrade your plan

    Export is not available for your account. Please upgrade to Lite or higher to get access to the tool. Learn more

    Sign Up Free

    Спасибо, мы с вами свяжемся в ближайшее время

    Invite
    View Editing

    E-mail
    Message
    Optional
    E-mail
    Message
    Optional

    You have run out of limits

    You have reached the limit for the number of created projects. You cannot create new projects unless you increase the limits or delete existing projects.

    I want more limits