'Success in digital marketing'

Lesson 1: Clarity is the key

Visuals matter, but even a poorly designed landing page can convert reasonably well. Clarity is the key.

When the visitors see that the page is an extension of the ad, the goal of the page is described and the next step is outlined, conversion is more likely to happen.

How to achieve this? Your landing page should be focused on:

1. One clear goal (collecting leads, redirecting, selling ...)
2. One persona (clearly selected type of your ideal visitor to your landing page; whether you’re promoting an event or selling a certain product or service, this is essential, you need to know your clients before they even see your landing page; you need to know what they need and why they need it because it is your landing page convincing them that you can satisfy this need.)
3. One clear call to action (call to action - CTA: buy it now, download here, sign up now …)

So, how do you start?

Having clearly defined the above 3 points, flip them upside down, and let’s go to work:

Begin all your work by defining your call to action (CTA) as a core element and then, design your landing page around its message.

The CTA button should send a clear instruction in just a few words, telling your visitors what to do, and the message around it should be directed to your visitors’ needs, showing them why they want to click on that button.

Write a copy outlining the benefits of your product to a specific persona.The message of your Landing Page should be personalized around the selected persona’s needs. Remember to include social proof in the form of videos, testimonials, or reviews.

And, lastly, decide how to display your product. Remember: images speak louder than words.

Useful TIP:

As one landing page should be directed to just that one clear persona with that one clear message, to save yourself hard work, you may duplicate your landing page for other personas and messages, making change only to some aspects of it. For example, you can change the social proof that applies to your new persona, or you can slightly change the value proposition or content that indicates fulfilling the need of the other persona you’re targeting.

To sum up:

Your landing page serves only one purpose

and this is exactly where the magic happens!

Build a strong, converting landing page to direct your leads to your product/service/offer … using everything you know about your selected audience (persona), preparing the best possible content (copy) applying to that persona, and using the most appealing LEAD MAGNET attracting that persona to take the action you want them to take on your landing page.

In the next lesson, you’ll get to know what Lead Magnets are and how to use them         Stay tuned!

Want to see the examples of the above tips in use?

The exact CTAs, copies, product expositions, and even more???

Visit our blog post: 

Landing Page Best Practices

Have a great read and let’s continue on the Next Lesson 

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