How to develop a selling landing page?

What is a landing page?

A landing page, or as it is also called, a landing page, is a one-page website that gradually leads the user to perform a specific action.  

Let's say you are planning a home renovation. Through contextual advertising or the search bar, you will probably visit the site of a team of workers at least once. 

There you immediately see a headline like “Modern turnkey apartment renovation”, then — some informational and expert content, company presentation, price list— all one after another, scrolling the site page. As a result, you end up with a block with a form for contact information and a large button “Get a consultation” or “Create an estimate,” for example.

This is the landing page in which you were offered to use the service. All that remains is to perform the proposed action.

Landing is always about selling. Maybe not straight. But its main task is to make sure that the visitor sooner or later, or better yet immediately, decides to purchase the product.

One-page is a defining aspect selling landing page. All content is built in a certain sequence, the climax of which is always, so to speak, an offer of cooperation. Without additional sections and anything that can divert attention from the essence. 

There is a general understanding, then we will consider everything in detail.

How is a landing page different from a multi-page website?

We touched on this topic at the very beginning, now let's look at the differences in detail selling landing page from a multi-page site. 

One page

This is a fundamental difference that can be read in the definitions themselves.

The site has many thematic sections with comprehensive data. The user can jump over them endlessly, drown in descriptions, forgetting about the main goal.

All landing page information is clearly structured and placed on one page, the visitor’s attention is concentrated on one product. There is nowhere to go, nothing to be distracted by, everything is on point.

Content tailored to the audience

An ordinary onlooker or a user who has found some useful thesis, but is not at all interested in purchasing, can get to the site. Or the website has a full catalog of products - someone will decide to look at the entire range and compare. But more often than not this does not give the desired effect.

Landing pages are developed for a specific audience of people who probably have an understanding and need for the product. 

You understand that the house needs renovation. 

On the Internet you are looking for building materials, movers, decor and the like. Contextual advertising may suddenly tell you that there is an option to invite a team that will take everything into their own hands. Follow the link, you will see a landing page with a specific offer. 

Yes, landing pages in most cases come from advertising. Users are looking for a product and are ready to buy; they just need to correctly lay out all the benefits and strongly recommend not to delay action.

Action

On a regular website, you can spend hours poking around and getting nowhere. It essentially positions itself more: “here we are, we have this and this.” The user took note, because nothing more was required. Landing page about action: what the company does, what they have already done, what they will do that will be useful specifically for you. 

The result of this point of contact will be: “Get a consultation”, “Make an estimate” and other forms of collecting leads.

In a good way, the landing page will be permeated with incentives: in the text, in the design, in the buttons. But we'll discuss this a little later.

Short conversion path

As a result of all points, the user’s path to purchase is shortened. The landing page gathers interested visitors and actively invites action on a single page. Good landing pages provide high conversion rates, many times more than a multi-page website.

For what purposes do you need a sales landing page?

If we don’t say that the landing page necessarily sells, then it definitely shows the company and the product from the best sides, using all the advantages. Here are the purposes for which you can develop a selling landing page:

Present the product

Main task. It is for this purpose that selling landing pages are most often created. This could be a new product line, a flagship product, or a core service—anything that requires special customer attention to sell.

If the catalog does not contain hundreds of items of goods or services, then a separate landing page can be created for each product.

Form a database of potential buyers

The base must be recruited, retained, and updated. You already know that landing pages have a high conversion rate. This is an excellent option for collecting user contacts and requests.

To do this, at the end of each landing page they leave lead forms for filling out contact information. Often, visitors' interest is fueled by gifts for contact information or free interactions.

On the same website, the repair team could offer you “Free pdf instructions for calculating the budget for repairs.” You leave your email and phone number, they send it to you, then they call you.

Invite to an event

Whether the event is monetized or whether it is an image move to attract attention and make a statement is not so important. A landing page for this task is also necessary, and not only from the standpoint of focusing on a specific topic. 

Special design, style and presentation are thought out for the event. The theme and visuals may go beyond the company’s corporate style, so a separate landing page would be very appropriate.

Segment your target audience

This is an exception rather than a popular option. But it also makes sense. For example, you need to not only promote your product to the masses, but also recruit new employees, invite investors to develop your business, and also partners for mutual PR and creating a loyalty program.

For each task, for each audience segment, you will need a separate selling landing page, each with its own advantages.

Landing page structure

To develop a selling landing page, it would be good to follow a clear structure and place each block sequentially, leading to the main offer:

Heading

Here we immediately announce the essence and make a call. The headline succinctly conveys the main theme of the landing page - what the product is, what we do and how cool it is.

Product Description

You can start with the overall benefit of such a product or service. And then you need a description of your product. We show the product from its best sides, provide comments and illustrative examples. Here you can immediately list the prices if you are sure that the audience will definitely consider them objective, but there is an option to do this a little later.

Competitive advantages

Now you need to lay out all your advantages directly in front of the client: why your product, why your company, what guarantees. Let these be true facts, the best projects, decent indicators.

Unique Selling Proposition

It's time to present the product in a smart way. Here it is necessary that every picture and every line sells. We bring all the advantages here, show all the benefits of the product and the attractiveness of the offer.

Below the presentation you can also give prices. It’s good if you have promotions or temporary benefits planned. This will have a positive effect on the client's decision, and the time limit will force him to make it faster.

Call to action 

All this beauty ends with a separate screen with a clear call-to-action. This screen contains a specific question to address the visitor, a CTA button and a form for filling out contact information.

At the end, there may also be feedback from your customers about the collaboration or product. For those who are now deciding whether to contact the company, this will push them in the direction you want. But this block is already of a recommendatory nature.

Stages of developing a selling landing page

As we determined at the beginning, we will not go into much technical and procedural aspects. Let's list the main stages, and then focus on the points that make the landing page selling and increase conversion.

So, the stages:

1. Collection of information.

   We formulate technical specifications, determine the purpose of the landing page, its useful effect, analyze the target audience and competitors.

2. Prototyping.

   We develop strong texts for each block, create a landing page prototype according to the structure described above.

3. Design.

   Based on the prototype, we create a cool visual for the page: background, colors, graphic elements, fonts, pictures, animation.

4. Layout, launch.

   Based on the design layout, we layout the page, assign a domain, and place it on hosting.

What makes a landing page sell?

When we talk about selling ability, when developing a landing page it is worth including some of the stages as particularly important:

Marketing development

The future effectiveness of a landing page largely depends on understanding who the product is intended for, how it may differ from others, and what kind of feedback we want to get from a potential client.

• Product.

  For higher conversion, it is better to develop a selling landing page for one product. The visitor will probably leave with nothing if you talk about the entire catalog on one top page. Concentrate on one product. This will make it possible to better reveal all its advantages, the client will find benefit in them for himself and he will not even have to compare and choose.

• Target audience.

  The landing page structure, text and design need to be adapted to the potential buyer. In addition to geolocation and age, determine the pain points and needs of the audience, selection criteria, and objections. The decision-making stage is also important: some are just thinking about buying or came across it by accident, while others have already calculated everything and are only looking for a good offer.

• Competitors.

  An analysis of competitors is needed so that your landing page is not “one of”, but is qualitatively different, captures the attention of the audience and produces results. Find your competitors' weaknesses and turn them into your advantages. Take note of successful solutions, reveal them in the context of your product and, if possible, strengthen them too. 

• Target action.

  Clearly define what the client should do after interacting with the landing page: call, leave contacts or buy immediately. 

Text content

Setting a goal, analyzing the audience and competitors create the basis for the implementation of the project, in particular for the development of texts. 

The formulation of a unique selling proposition, headlines, calls to action, description of benefits - it is the text of the landing page that sells. 

It is better to express meanings in simple language, but it is not always so easy. The title should immediately catch your attention, and every line inside should stir up interest. Always direct the text to the potential client, think about him, so that each proposal conveys benefits, benefits and facts that will make the client’s life easier and change it for the better.

Strong offer

This is part of the purpose of the text, but it is especially important. Just for the sake of a couple of lines of a unique offer, you need to clearly understand the beneficial effect of the product, see the portrait of a potential buyer, know your competitors, and keep in mind the entire structure of the page.

The client should see a strong offer in the title itself; the landing page begins with it. If the offer is mediocre, then the likelihood that the user will start flipping the page and delving into the essence drops significantly.

Here we remind you about the final call to action. The site visitor you want to become your client cannot simply be left with information, they need to be given “further instructions,” ideally accompanied by all sorts of benefits and gifts.

Design

The page structure, headings, texts create a prototype of the future landing page. And based on this prototype, you need to develop a website design. 

It is no coincidence that this item completes the list, because the concept of beauty is quite subjective. The design rather imparts integrity and creates a unique visual presentation of all analytical material. However, this is a very labor-intensive process, in which not everyone will produce great results. 

And when it comes to influencing conversion, design cannot be discounted. In addition to professional skills, the designer also needs to competently take into account the views of the audience, thoroughly study the techniques of competitors, and understand the purpose of the product. Color psychology, style, trends, quality of images and animation, selection of graphics and textures - all of this, or even one of the characteristics, is quite capable of influencing a client’s purchasing decision. 

Let’s summarize and summarize everything with a few useful tips for developing a landing page that sells:

• Always pre-determine the purpose of the landing page, study your audience and competitors.
• Create a clear structure and assemble a prototype, delimiting the meanings with screens.
• There shouldn’t be a drop of water in your sales landing page. Only information about the product, its unique advantages, guarantees and benefits. All this with a catchy title at the beginning and calls along the way at the end.
• Don't overload the page. To easily perceive information, air is needed between text and graphic elements.
• Check the operation of the page before launching: speed, display of elements, operation on different devices.

And one more important tip. It’s better to entrust the development of selling landing pages to professionals with a large number of completed projects behind them. It’s not difficult to find such people; they work in the Veonix design studio.