Creating a landing page. Creating a landing page using WordPress

Useful tips

A landing page is a one-page website that is created for the purpose of promoting a specific product or service. This site may also contain information about the entrepreneur himself and his company. Quite often, landing pages are called landing pages, which are used to increase the volume of sales of goods. In order to run a profitable business on the Internet, it is very important to pay due attention to the graphic component of the site and the quality of the content posted. It should be noted that to create own page It is far from necessary to spend large sums hiring a development team. In this article, we propose to consider the question of how to create a landing page for free yourself and talk about the features of various designers.

Landing page is one of the most effective ways online product promotion

What is a landing page, its features

First, let's look at the question of what a landing page is and talk about it characteristic features. Landing is a one-page resource used to form a consumer base or sell specific products. When creating such a page, you must use various methods marketing that encourages customers to place an order or perform any other targeted action. This is exactly what a landing page looks like through the eyes of an advertiser or its developer.

Ordinary Internet users see the landing page from a different perspective. For them, the landing page is the page where they end up after clicking on the advertising link. Such links may be linked to banner advertisements, advertising posts, informers and other media files. It is important to pay attention to the fact that landing pages have several specific features that distinguish them from online stores. Home distinctive feature Such a site is that it is used only to advertise one product.

Today there are four main types of landing pages:

Offline page– such landing pages are used to encourage the visitor to perform a target action. This can be either the purchase of advertised products or any other task beneficial to the entrepreneur.
Microsite– such sites consist of several pages filled with content about a specific product group or services provided by the owner of the resource.
Main site– such resources can be used to advertise both the company itself and the products it offers.
Lando website– a resource consisting of several pages that are not interconnected.

It is important to note that landing pages differ in the nature of their content. Advertising sites are created with the aim of increasing sales of a particular product. Such sites contain a lot of graphic information, video materials and a long description of a service or product. There are also “viral” sites where advertising materials are disguised using games or various articles. The last type of landing pages are targeted leads, which are used to collect information about consumers interested in the site owner’s offer.

The creation of such sites allows production companies to identify the preferences and desires of the target audience.

Who benefits from working with a landing page?

Before talking about how to create a landing page builder, you should consider the benefits of using such resources. Single-page websites are most often used by small companies specializing in the production of specific products. However, many large entrepreneurs use this method of business promotion in order to test a new market segment and find out the wishes of potential clients. Using special constructors allows you to create a full-fledged website yourself, avoiding the need to contact a development team. Many builders that create one-page websites provide their users with a free trial period. The use of such platforms allows you to conduct various tests in order to study the selected segment.

Landing page is a special marketing tool that was created for one purpose only: potential buyer performed the action you need on it

As a rule, one-page resources are used to increase sales volumes of specific products. However, marketing experts say that one-page sites can solve many more problems. Such pages can help increase both the brand’s rating and attract new contractors aimed at long-term cooperation. Also, such resources can be used to provide advice or provide access to various Internet services.

When creating such a site, you should remember that it should only solve one problem.

A one-page website can be created using: special designer, and on WordPress or any other popular engine. The main disadvantage of the latter method is the need for experience and programming skills. It is necessary not only to be able to write computer code, but also to know the basics of SEO optimization. As a rule, when creating your own website, the owner of the resource attracts a team of professionals. Ordering the creation of a website in a special studio can significantly increase the cost item.

The use of one-page website builders, which appear to be specialized platforms, can significantly reduce the cost of creating a website. The cost of such a site will be about a thousand rubles per month. When creating a landing page, it is very important to take into account the rules of marketing, which will help ensure high level resource conversion.

According to experts, beginners who want to promote their business on the Internet should carefully study their audience. Having determined the desires and needs of potential customers, you can competently provide information about your product, highlighting its key advantages. You should also study all the platforms that provide such services. Each of the platforms containing constructors for creating one-page resources has features that will be discussed below.

Review of the best website builders

Below is a list that includes 16 various platforms, which can be used to create a landing page. Let's look at them key features, advantages and disadvantages.

LPGenerator

Creating a landing page using this platform requires the entrepreneur to have practical experience in this field. Typically, this resource is used by people who have a certain level of knowledge that allows them to use the various tools presented by the designer. According to experts, this platform has the richest functionality compared to competitors’ offerings.

On this site you can find more than three hundred different templates, each of which can be adapted for any platform. Using analytical tools, an entrepreneur can manage traffic, obtain traffic statistics and build a sales funnel. This resource also allows you to connect various systems online payments. Price base tariff is 799 rubles per month. By purchasing an annual subscription, the user receives a discount of two hundred and forty rubles per month.

Before creating, you need to clearly define the purpose of your landing page.

PlatformaLP

This platform offers its users about fifty different templates. You can connect various widgets to each created page, in the form of additional opening tabs, counters and decorations. This resource supports the integration of various online services, including Robokassa and the JustClick system.

The cost of the cheapest service package is 490 rubles per month. For this amount, the advertiser receives a domain to place one advertising page. If you wish, you can configure sending alerts to Telegram.

Hello, friends. In this article, I will give you step-by-step instructions on how to make a landing page yourself - free and professional. That is, your landing page will look really beautiful, no worse than that of your competitors. Before starting work, by the way, you can write it down by hand.

Here we will consider the option free creation landing page from html template A. By the way, your landing page will be 100% adaptive for everything mobile devices. And this is important today.

So here you go step by step plan self-creation landing page:

And first of all, let's download the basis for our future landing page - a ready-made professional HTML template.

#1 — Download a free html landing page template

In general, landing pages are not such a mysterious thing. This is just a separate page on the Internet, on which all the information is “tailored” for a specific target action of the visitor. Unlike regular websites, one-page websites, as a rule, do not have menus or links to other sections of the site (although there are exceptions).

That is, all you need to do is find a suitable html template and edit it to suit your needs. We'll figure out what to do with this page later below. And now - download for example. We will work with him.

#2 — Replace the picture on the main screen

When you download, open the “blue” folder and inside you will find several files with html extension. Double click on the one called index.html.

The template will open in your browser as it looks now. Agree, not bad?

Now we need to edit it. And the most convenient way to do this is using the Notepad++ program. Download it and install it on your computer.

The first thing we will do is put a normal picture on main screen our landing page. You need to find large image, which would suit your topic. To do this, go to, for example, Yandex Pictures and enter your request.

Specify the file size as Large. For now, you can download it for training. It's like we're making a landing page for professional legal services.

Now copy this image into the “images” folder. Change its name to “banner.jpg”. Rename the image that is already called “banner.jpg” in this folder to something else.

Refresh the landing page in your browser. Yours should now look like the screenshot below.

If something looks wrong, check whether you wrote the name of the image correctly, and whether you copied the image exactly where it should be.

If everything is OK, then move on to editing the text.

#3 - Editing text on the main screen

Right-click on the “index.html” file and select “Open with - Notepad++”.

The source code of our template will open in front of you, in all its glory. If you have not dealt with html before, then this view may scare you a little - there are a lot of numbers, letters and strange icons. But there’s really nothing wrong with this. We just need to replace the text that is written in black.

And let's immediately edit the main screen of our landing page. It is the most important, and conversion to orders will depend 80% on it.

First let's change the title. Instead of “Alpha” we will write something on our topic. Let me remind you that we sell here legal services. So we can formulate it something like this: “Urgent preparation and submission of a tax return for your business.” Paste this text here, between the tags

After that, save the document and update the landing page in the browser. We get the following:

It didn't turn out very nice, because the title was big and stretched across the entire screen. Try inserting a tag after the word “tax”
. It will act as a break in the sentence, and part of the text will be transferred to new line. It seems to me that it will work out better this way.

Next we change the subtitle. To ensure that the visitor immediately receives the minimum information required for ordering, we write down our specific offers. For example: “Preparation and submission of reports within 4 working days. USN report - from 5400 rub. UTII without employees - from 2100 rubles.” Paste this text here:

Now we change the text of the buttons in the same way. We write “Order” on the white one, and “More details” on the transparent one.

As a result, we get this main landing screen:

#4 – Darken the background image

Everything seems to be fine, but for example, it seems to me that our background is too light and the white letters are lost on it. I suggest applying a darker filter to the picture. To do this, go to the “assets -> css -> images” folder and change the names of the two files that are located there.

We call the lighter one, for example, “overlay2.png”, and the darker one – simply “overlay”.

After this, we save our html template again and refresh the page in the browser. In my opinion, this looks much better:

#5 - Replace the subscription form

The only thing you may have difficulty with is the subscription form at the very bottom of the landing page. You need to register with some mailing service, generate a form, insert it into a landing page, etc.

I propose to solve this problem simply - instead of the subscription form, indicate your phone number. This way you will get more conversions/orders.

That is, just delete the entire form and write your phone number in the title:

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Increasingly, Internet entrepreneurs are moving from multi-page sites to landing pages - one-page resources that carry one business offer for clients; about purchase, subscription or cooperation. Today we will look into the next question - how to create a landing page so that it is as effective as possible.

Why do you need a landing page?

Landing page is a web portal consisting of one page filled with information and offers encouraging the visitor to cooperate or purchase a product or service. As a rule, the landing page does not have difficult navigation, and all the information presented on it is displayed by scrolling down or by clicking on the blocks.

People come to promotion using landing pages when there is a need to sell a unique product or service.

How to make a landing page

The process of creating a one-page website is not much different from the process of developing a regular website, but there are a lot of nuances, failure to comply with which will not give the desired positive result.

So how do you get a landing page? The simplest and most effective option in terms of efficiency is to contact a freelance exchange or directly to a web studio to generate an order for a specific technical task. In this case, the web designer will create the layout, the programmer will write the code, and the copywriter will fill the portal with information that attracts the user. And everything seems to be fine - you can let the site float freely and wait for orders from interested clients. But not everyone can afford to allocate funds for an expensive order and subsequent development.

There is also an option - create an HTML page yourself, fill it with the necessary information and wait for the flow of clients. But this option is not suitable for everyone - not everyone has sufficient knowledge of layout and not everyone will be interested in understanding it. Does this mean that it’s time to give up and forget about implementing your plans? Not at all, because good old WordPress comes to the rescue.

Creating a landing page using WordPress

Despite the abundance of all kinds of plugins and themes that allow you to build a landing page, we will choose one - Free Landing Page s Builder by Wishpond - and we’ll look at how to create a landing page yourself for free - step-by-step instruction for all. We will not consider the process of creating and launching the site itself, as well as installing the plugin, since there are plenty of tutorials on these topics on the RuNet. Let's proceed directly to the review of the landing page assembly.

Creating a Landing Page using a WordPress plugin

The first thing you need to do is register, so after installation, click “SIGN UP”, then “STAR TRIAL FREE”. Enter your email address and create a password. Click on “NEXT”, after which we select to create a new page - “NEW LANDING PAGE”.

The landing page assembly process looks like this:

Quite often the plugin throws an error. Let's look at the reasons for its occurrence and methods of elimination:

The site is loaded with third-party plugins - remove unnecessary modules that are not necessary prerequisite normal functioning portal.
The page is not loaded on the hosting, but works on local server- the problem will be resolved when uploading and publishing the web resource on the Internet.
Conflict with established theme- feel free to delete the template and install a standard one, since you will be using the plugin’s design developments.

Pros and cons of the Free Landing Pages Builder plugin by Wishpond

Advantages	Flaws
Easy customization of blocks, widgets, design by drag and drop. Allows you to convert the same page into versions that are completely different from the original version	The plugin is in English, there is no Russian support. Which, however, is easily solved by knowledge in English at an intermediate level or using translation services
Many themes (more than two hundred) created exclusively for one-page sites	Although the plugin provides free version, the analysis of which we provided above, it is somewhat limited in functionality, and there is a very high probability of the need to purchase paid version further
Ability to track the number of visitors at any time intervals	The application is heavy, which will affect the site loading speed, however, this problem can be solved by optimizing the code
Ease of page management. Additional pop-ups and animation buttons

Creating a Landing Page in the Wix Builder

Another popular and easy way to put together a landing page is to use the Wix builder. This particular server is one of the first in Runet that “caught the wave of excitement for one-page websites and quickly adapted the menu to it, so it is not surprising that a considerable part of Russian-language landing pages are assembled on this particular constructor. So, let's get to the point.

Let's go to the website. It greets us with a welcoming design.

Click “Create a site”. A registration form appears, which you can quickly complete thanks to Facebook accounts or Google.

Next, we select the template we like, after which we are redirected to the editor. An intuitive interface in Russian will allow you to assemble a website in 5-10 minutes. There is no need to have knowledge of design - all the blocks are already ready and filled. We just need to change their content in accordance with our activities and shape and color, and also rearrange the elements if required.

Having arranged the page according to the necessary parameters, publish it by clicking on the button in the right top corner. The design, content and arrangement of blocks can be changed at any time.

We will be asked to upgrade to a premium account, which is not necessary at first. For 14 days you will use the created page in demo mode, after this period you will be given a choice between paid and free (somewhat limited in functionality and with a third-level domain) versions.

General rules for creating a landing page

The following tips will help you create a landing page that meets your marketing requirements:

We create a memorable logo - this will increase brand recognition.
The headline should “catch” and intrigue a potential visitor, but in no case should it scare away with a call for immediate purchase. It's better to be informative and provocative.
Information about the company and contact details are intended to create an atmosphere of trust for the client. If you have a specific address, he will perceive your company as a serious organization, and not as another one-day site.
Data about goods or services - this item must combine detailed description products, its photo or video review, as well as real customer reviews in a separate block or widget. Do not overuse the stereotyped “Why do the majority choose us”, etc. - it's boring and not attractive, use your imagination.
The advantages of cooperation should be presented with a specific list of advantages of the brand and purchasing the product from you. No lengthy discussions about how cool you guys are. Only dry facts and characteristics.
A feedback form or subscription to a newsletter will allow you to maintain contact and “get” an interested client.

Preparing a prototype

A prototype is understood as a certain sequence and structure of interface elements. It has been noticed that most successful landing projects are created in a single stylistic design. Model the layout of the blocks based on your personal preferences and examples of promoted pages.

Filling content

Landing Page compares favorably with multi-page portals by not having to write a huge number of articles and posts, but it does not relieve you of the need to fill the page with inviting and fresh content. Therefore, it would be a good idea to familiarize yourself with the following recommendations:

Fill the blocks with sentences with different types of incentives for the client to take action. For example, one block offers to buy a product, so let the second one call for an order call back or call a specialist to take free measurements/provide advice.
Do not complicate speech structures, speak to the client in his language, use colloquial speech (without jargon).

Your page must adhere to the parameters of the AIDAS marketing standard, where:

A - attention - attracting the visitor's attention.
I - interest - awakening the interest of a potential client.
D - desire - kindling desire.
A - action - encouraging the user to take action (purchase, order).
S - satisfaction - customer satisfaction with the purchase and securing it for further cooperation.

Landing page design

Find the most popular ones on the Internet good decisions landing page design. Draw a rough layout in graphic editor or on paper and continue to be guided by it.

Some design tips:

Do not allow strong variations in the color scheme - your page should attract the eye with a pleasant combination, and not with loud colors.
Use a minimalist style, as this will, firstly, simplify the task, and secondly, according to research, it will increase user confidence.
Do not forget about the structure of the site - some blocks (primary) should attract attention before others (secondary), which are subordinate to the first. So highlight them different colors and outlines, give them different sizes.
Maintain a distance between blocks and elements, do not let them merge together.

Let's sum it up

The Internet has given the world enormous potential for creating websites of almost any topic and focus, including Landing Page. Therefore, there is no need to give money to web studios and freelancers; it is enough to tinker with the settings and get an attractive landing page that is in no way inferior to studio or boxed products.

Having launched the page into free floating and opened it for indexing, do not stop working on modifying the appearance and content. Using the Webvisor service from Yandex.Webmaster, you can see what repels and what, on the contrary, attracts users to your resource. And, based on the data received, make the necessary changes.

There is no need to create a “universal” landing page with many product categories in the hope of covering the entire market. The best option would be to launch several parallel projects with a narrow specialization.

Landing Page is a web page whose main purpose is to capture the contact details of website visitors.

Why such a specific name?

Translated from English, the word “Landing” is translated as “Landing”, and “Page” is “Page”.

Why a landing page?

The fact is that using the Landing Page in our work, we seem to land the user on a separate page. On a standard website, the client examines several pages, getting to them through a system of forwarding (linking).

To simplify this definition, you can imagine a landing page as a mousetrap for your customers.

Each mousetrap consists of:

Lures

Capture mechanism

Basics for placing the first two elements

So the Landing Page has the same structure.

The basis for placing the bait and the capture mechanism is a web page. The role of bait on this page is played by an offer (unique selling proposition). And the capture mechanism is application forms or callback forms on the page.

But let’s return to the main question that every entrepreneur asks himself: “Will Landing Page increase my sales?”

Why do you need a Landing Page?

As I said before, Landing Page is needed for several purposes:

Get contact (lead)

Introduce

I propose to analyze each goal separately.

Collecting contact information using Landing Page

As any entrepreneur knows, customer contact information is an opportunity! The more such opportunities in our system, the more money we can earn money by offering our product.

That is why there are Landing Pages aimed at collecting contact information.

What do we mean by contact details:

Having received this information we can:

Call and sell

Here are some examples of such landing pages.

Landing page example: roofing

For example, in the roofing niche, a person needs to find out prices and compare them with competitors in order to decide on cooperation.

But instead of just showing prices, we'll take contact details to help him make the right decision!

In this example, due to the benefits of the service, the campaign encourages site visitors to get a price list. After which the client is processed by the sales manager.

Landing example: phone repair

The next example is related to telephone repair. Due to the warranty and delivery time, there is a call to calculate the cost of repairing the phone.

In this case, the audience also makes decisions based on prices. But if we show prices, the client will simply compare us with others.

Landing page example: bank guarantees

This example is good from the standpoint of drawing up a USP (unique selling proposition).

By leaving a request on the website, the company offers to receive an offer from 34 banks in exchange for your name and telephone number.

Selling with Landing Page

There is a Landing Page where the client can make a purchase directly on the site. To do this, connect services ecommerce Ecommtools and Robokassa.

Ecommtools is used as a shopping cart where the user can add products.

Robokassa is needed to accept payments by anyone in a convenient way for the client (Qiwi, Yandex.Money, Webmoney, PayPal, etc.).

Example langing page: event

In this example, a website visitor is asked to book a ticket to a night event with famous DJs. If you pay from the site, a person receives a discount.

Introduction using Landing Page

Also, one of the purposes of a landing page is to introduce a product or service.

Similar approaches are used when a business needs a business card website, or the product is innovative and requires preliminary study.

Landing page example: cleaning valve in a monolithic body

This example demonstrates an innovative gate valve in a pipeline fitting.

The target audience is engineers. To make a purchasing decision, they need to study the pros and cons of technical characteristics, so the button on the landing page is navigational and takes you to another section of the landing page. If interested, the client makes a call (his phone number appears in the top floating menu).

Landing page example: power supply design

IN in this example The company deals with complex power supply projects.

The main task of the landing page is to familiarize yourself with the level of engineering projects. This decision was made due to the fact that the target audience are not willing to leave contact information and prefer a phone call if the level of projects meets their requirements.

How does a landing page differ from a website?

Unlike a multi-page site, a landing page:

Has one purpose

Has one page

I propose to examine each of these points separately.

Landing Page has one purpose

The landing page should be dedicated to one thing. We invite the user to book a ticket, get advice or simply subscribe to the newsletter. If there are many tasks, the user can easily get confused.

Choice is a difficult task for any person.

It’s easier for people to take one thing rather than choose from 2 or 3 conditions.

Think about how you choose movies. You can spend hours comparing. And on the landing page the choice has already been made and we convince the person of its correctness!

Based on this, you immediately need to decide what you want to get from the client.

Perhaps you want his phone number in exchange for a free measurement, or his email in exchange for valuable information.

Landing Page has one page

All necessary information should be on one page. This is necessary because:

Each mouse action separates the user from the target action. That's why a large number of pages can confuse a person and he will leave the site.

If we divide the landing page into several pages, we will not be able to control the sequence of presentation of selling information. As a result, the person simply will not understand the offer and will leave.

These 2 points have a lot to do with effectively generating leads.

What are leads?

In all cases of using a landing page, we one way or another try to interest the client in cooperation with us.

In Internet marketing terminology, any method of primary communication between a client and an entrepreneur is called a “lead”.

Leads may include:

Incoming call

Application from the site

Email from a potential client

Online chat with the client (via Jivo Site or Callback Hunter)

The main purpose of any landing page is to attract as many leads as possible.

What is conversion?

For a Landing Page to generate a lot of leads, it is necessary high efficiency(efficiency)!

The efficiency of any landing page is called conversion.

The conversion formula looks like this:

Conversion = (Leads / Website Visitors)*100%

In other words, the higher the percentage of site visitors who become leads, the better it is for business.

Here's a simple example.

We attract 100 visitors to 2 landing pages for 1000 rubles.

The first landing page has a site conversion of 5%. For 1000 rubles, he will receive 5 leads (200 rubles each).

The second landing page has a site conversion of 20%. For 1000 rubles, he will receive 20 leads (50 rubles each).

Based on this example, it is not difficult to guess that the second landing page will give the entrepreneur more opportunity to sell his product/service than the first.

When are landing pages used?

A landing page works best if its purpose is clearly defined.

Legal consulting (Blurred)

Consultation on arbitration court (Exactly)

You need to clearly understand your audience!

A woman of 20-30 years old is too inaccurate for the audience.

But if you outline her interests (for example, Latin dancing), you understand from what devices she is most often on the Internet (for example, iPhone phone 5) and under what conditions he makes a decision (for example, while sitting in the subway, he glances at an advertisement and leaves a request), in this case the landing page can be used more accurately.

Now I want to look at specific cases of using Landing Page.

Selling goods or services on Landing Page

You can sell any products on the landing page:

Action cameras

Important rule! You cannot place a large number of products! More than 10-15 products require creating an online store.

Landing example: hookahs

IN in this case, the landing page sells a hookah with one price and two styles. All characteristics are described and the delivery trigger is posted.

Landing page when there is no main site

One of the most quick solutions to package your business on the WEB, you will create a landing page. The implementation time for a multi-page website can take several months!

Landing page, for specific purposes

Let's assume that you are teaching. The task is to hold a separate seminar dedicated to the invited speaker. For these purposes, it is better to create a separate landing page and describe all the credentials and experience of the specialist.

Landing page when you test a direction

An excellent way to test a new direction would be to create a landing page. While the economics of expenses and income are not clear, we need to test cheaply and understand which direction to move. As a rule, in this case the combination of Landing Page and .

Landing page when there is a main website

When a multi-page site already brings customers, then the best solution will use Landing Page in the form of landing pages with the promotion. In this case, using retargeting, we can pursue users (who did not leave a request) with a new commercial offer.

Types of Landing Page

If we divide landing pages into types, we can distinguish several:

A long landing page (longread) is a long page that contains a lot of information about a product and service.

A short landing page is a short page. Most often it is used to collect email addresses and increasing the subscriber base.

Multi-step landing page - the main purpose of such pages is to have a multi-step impact on the target audience. For example: we warm up the audience to make a decision by encouraging them to find out what will happen next. At the second stage, commercial interaction occurs.

Longreads

As a rule, landing pages with more than 10,000 - 12,000 content are classified as longreads. Within the framework of such a page, a person receives the maximum detailed information about a product or service.

Most often, longreads are used in articles.

Why are longreads good for articles?

The fact is that the audience who is looking for detailed information on the Internet studies the text very thoughtfully. For this purpose, longreads are divided into huge logical blocks with page navigation where a person can find any information.

This increases the behavioral indicators of the longread and it is better indexed by search engines.

Landing in one screen

Short landing pages are good for niches with urgent demand:

Tow truck

or for directions with a free first step:

Free seminars

Free webinars

Why does a short landing page work better in these cases?

It's simple! A person is focused on solving a specific issue. The sooner he receives a response on the page, the sooner he will make an application.

Example landing page: Vocal school

An excellent example of a vocal school. The main purpose of this landing page is to collect contact information for a free lesson.

School promises quick result(in 27 days), so the landing page has a high conversion rate!

Multi-step landing page

Most often, multi-step influence is used in teaser networks.

Displaying the main offer through a “layout” is one of the effective ways to attract leads.

Multi-step impact includes several steps:

An article dedicated to the results of using a product/service

Landing Page for the purpose of collecting contact information

Most often, similar mechanics can be found on online movie sites.

All ads in such a chain have a title that strongly encourages a click.

After clicking on the banner, we are taken to an article that tells the story of easy fat loss. The page is disguised as much as possible as a news portal.

To increase trust, I post reviews on social networks.

After going through such a heating chain, the final page receives maximum conversion!

Landing Page Creation Principles

There are 2 main principles for creating a landing page:

Aida: attention, interest, desire, action

This principle calls for designing a page in such a way that:

Attract attention

Interest

Arouse desire

Get action

Such landing pages provide a gradual presentation of information with a call to action after each information block. Aida - suitable for the target audience who study the product for a long time before choosing.

PMPHS: pain-more pain-hope solution

Landing Page, made according to this principle, has the following basis:

Identify the problem

Exacerbate the problem

Show hope

Suggest a solution

Such principles will work well in the topics of weight loss, health, etc.

If we analyze the classic behavior of a person on a Landing Page, then we can note 3 main steps:

Got it figured out
Made a target action.

And it's obvious! First, a person must find out about the offer on the Internet, then study it, and then purchase it!

To implement such a model, you need:

Let's look at each point.

Traffic

By traffic, we understand Landing Page visitors. You can attract them in various ways:

Email marketing

High-quality traffic helps increase landing page conversion. Traffic can be roughly divided into hot and cold.

Hot traffic

The audience that is looking for a service here and now is classified as hot traffic. Most often, such an audience is found in search engines. That's why contextual advertising in Yandex Direct or Google Adwords, will attract the hottest traffic.

Cold traffic

Cold traffic includes banner advertising on sites.

When a person is exploring the site and a banner is shown to him, he has no direct need to order the service here and now. Therefore, a landing page for cold traffic should be highly converting.

Call to Action

A call to action is one of the most important factors in the effectiveness of a Landing Page.

Without Call to Action, the client may not understand the main purpose of the page. Here are some examples of successful calls.

Example Landing Page: swimming courses

The best thing that can be offered to swimming coaches is free first class.

By adding a guarantee of high results (from a beginner to a master of sports for a course of classes), such a Landing Page will have a very high conversion rate.

Example Landing Page: wholesale jewelry

The most advantageous offer for any beginning wholesaler is a system for selling purchased products.

In this example, the Call to Action is to receive step by step guide on creating a profitable jewelry store from scratch.

Attractive button

Many A/B tests of landing pages have determined the significant impact of the button on site conversion.

What factors matter when creating a button:

Button color

The brighter the button, the more likely the user is to pay attention to it.

The biggest mistake when creating a Landing Page is making the button match the color of the site.

Changing the color of a button often increases website conversion!

USP in the button

A unique selling proposition in a button is an excellent marketing ploy!

Such approaches increase the chances of noticing the application form and the USP itself.

You can use different USPs in a button:

Get 30% discount

Book a free place

Get a test day

Unique selling proposition

The USP is the most important component of the landing page. The main task of the page is to introduce the user to an offer that it would be foolish to refuse.

How to create an offer that will be a strong magnet for leads?

4U principle

This principle is based on 4 important points:

Utility

What benefit will you provide to your client?

For example: “Let's learn to swim”

Specificity

How much more profitable is it (more profitable, faster, etc.) (in money, numbers, percentages, etc.)

For example: “with the right technique”

Urgency

How long will it take for the client to receive this? (For a week, a month, a couple of days).

For example: “in just a couple of days”

Uniqueness

How will you do this? (Or the uniqueness of this benefit compared to analogues)

For example: “according to the method of Olympic champion Michael Phelps”

Combining all 4 principles, we get an attractive offer, which is best placed on the first screen: “We will teach you how to swim with the correct technique, in just a couple of days, according to the methods of Olympic champion Michael Phelps!”

Having understood the basic principles of a landing page, I propose to analyze all the stages of its creation!

Stages of creating a Landing Page

The stages of landing page development can be roughly divided into:

Competitor analysis

Audience Analysis

We write the text

Creating a prototype

Making a page design

Layout and programming the page

Now let's look at each stage in detail!

Competitor analysis

In order to distance yourself from your competitors, you need to know how they attract the target audience. Each competitor presents benefits for the client in its own way!

Our main task is to look at the market from all sides, identify the main players and analyze their approach.

Creating a summary table for competitors

Before starting the analysis, I advise you to create a table in Excel where we will record all the data.

We insert parameters for comparison in the first column, and place competitor sites in the header.

To do this, it is enough to enter the blocks and elements that each of the competitors uses (some will have these elements, others will not).

As a result you will receive:

Large analytical table

List the market leaders for yourself

Determine the best approaches to communicating information

Compare which offer is currently the most profitable on the market

Distance yourself from every competitor by creating a USP

So that you do not get confused in the site elements that are necessary for analysis, I will list the required parameters:

Description of the page (usually at the top of the page)

Heading

Design of the capture form (what buttons, number of forms to fill out, trade offer in the forms)

Do you have a phone or not? (8-800, landline or mobile)?

What Call to Action?

What is the main benefit? (what does the user give in exchange for contact information?)

What are the prices (How do they present them: service packages, discounts, etc.)

Number of blocks on the landing page (Each one can be disassembled)

What problem does the first landing screen solve?

Where can you find competitors' websites?

Use the search engine

The first place to start is Yandex and Google. The hottest audience is there! If a person has a direct need for something, the first thing he will do is go to search engines.

As is known in Russia, most of the traffic is in Yandex.

Why is this worth doing?

These parts of the ad usually highlight the main benefits of the page that the user lands on after clicking. Add this data as a separate sheet in your pivot table.

Go through your entire list of competitors and study the offers they make on social media.

There is a high chance that you will notice new advantages and benefits!

Compare offers

Determine the leader's strategy

Mark the blocks and approaches that almost all competitors have

The next step will be audience analysis.

Why do many repair organizations first do a free design project and only then do the repairs?

The audience that searches is most often women who make decisions based on the picture

The audience that makes the decision is men who want to please women

The same thing happens on the Landing Page.

At first glance, the landing page should describe the benefits of the product, but in reality it should describe the benefits for specific people.

It is important to determine exactly who your target audience is and what they will definitely not refuse.

In practice, the audience is divided into:

those who search

those who buy

Search audience

Why do I single out this audience separately?

In many cases, people searching on the Internet are not the people making purchasing decisions.

For example, the Boss at work gave the assistant the task of finding water for the cooler. The employee opened the Internet and started comparing prices and then reported to her boss.

But if a box of chocolates were given with every order, the employee could make a choice towards another company.

Based on this:

We determine the audience that will search and select

We adapt the offer to this target audience

Audience making decisions

Now let's talk about the audience that will pay money. More often than not, the conditions that encourage payment are completely at odds with the opinions of people who are looking for a product on the Internet.

It is important to study all the client’s pains!

Globally, pain can be divided into 2 main categories.

Service pains

Product pain

Service pains

Service pain points include:

Can't get through

They came, broke and left

Spoiled

Product pain

Most often clients don't like:

High prices

Low quality

How to recognize pain?

Quality Department

In order to find out all the pains, it is enough to call the clients who purchased the product and service.

By introducing yourself as the quality department, you will definitely receive the most detailed description of the “holes” of the business.

Having understood these problems, they should write down 2-3 solutions to each and describe them on the landing page.

I advise you to fill out a sign that shows how often this or that client’s pain is used.

The more often dissatisfaction occurs, the more emphasis should be on the landing page.

Social media audit

See who is in them and determine what they have in common.

Look at the personal pages of the most active of them

Explore comments in conversations or polls

Doubts

What may interest you

Then write down 10 advantages that could encourage them to cooperate with you and mark them on another sheet of your tablet.

Determining the audience's goals on the landing page

The task of every entrepreneur is to sell his product. But this is the task of a businessman, and Internet users visit the site to get information about the conditions and benefits. Therefore, the user’s task will be formulated something like this - compare (or download the price list, find out prices, etc.)

The client will not pay for the site. You give him the price and he will think...

Based on this, we ourselves must determine the task that the client will solve on the site.

The more tasks a landing page can perform, the greater the chances that people will buy your product.

But the main thing is that the landing page does not turn into “borscht” (everything about everything).

We return to the audience analysis table and determine what tasks will be solved on landing pages (and whether all audience portraits will benefit from this).

Answer yourself these questions:

Under what conditions does the client make a decision (at home in front of the TV, where you can calmly think about it, or on the highway, when you need a tow truck, where decisions are made in a couple of seconds)?

How many tasks will a landing page solve?

What should be on the site so that all pains are resolved?

Highlight the main and secondary tasks.

Goal: Secondary tasks should help solve the main one!

Having done this work, you will definitely create an offer that is stupid to refuse!

The next step will be writing the text.

Writing text for landing page

Based on the received materials during analysis, we compose the text of the landing page.

All objections of a person during reading will be resolved. There will be no unnecessary words here, everything is just to the point and to the point.

To do this, it is necessary to distribute all the meanings into the selling structure.

Landing page structure

So that the client can consistently receive necessary information on the landing page, it is necessary to present information sequentially.

We should go back to our pivot tables:

Based on the analysis of the audience and competitors, we determine the blocks of the site and the pain points of the audience that were most often encountered.

We place them on the page in descending order of frequency (in other words, the lower we go, the less important pains we cover).

We write the text itself in a clear and logical way.

Here are a few rules that must be taken into account:

Values

Landing page needs numbers

Why is this so important?

Usually, when studying websites, people most often look for numbers (price lists, prices, etc.). For this reason, any numbers on the site will attract site visitors.

Where can I insert the numbers?

In a unique selling proposition (if its essence somehow affects benefits)

In the social trust block (listing your achievements and regalia)

In terms of implementation (if it is faster than others)

In the description of the product/service

Example Landing Page: Franchise

Franchise for the production of sushi and rolls.

On the first screen there are numbers 5 times! They are all packaged with benefits!

Landing page needs benefits

Each need identified at the stage of audience analysis must be solved from the standpoint of benefits.

I propose to look in more detail at the example of franchises.

The main task of a person buying a franchise is to get a system that, without any special modifications, will give him money in the first month.

Based on this, the 2nd heading sounds like this:

“Earn consistently from 110,000 rubles. already from the first month!”

Remove “water” from the text. Refuse biased assessments, write only about facts!

Take the problem that the client sets for himself, solve it and provide evidence!

There should be values on the landing page

The main purpose of added value is to enhance the “Wow Effect”. Most often, values lie in the service area:

If we don't deliver in 30 minutes, pizza is free!

Starting a franchise from scratch in just 2 weeks

When you have written all the texts, your task is to create a prototype.

Prototype for Landing Page

The prototype is needed to visually separate text blocks so that the landing page is easy to study.

The prototype can be made in a notebook or on a notepad. But it’s easiest to do it in special programs.

Here are some examples of such programs:

Fast site loading
Perhaps one of the most important points for layout designers and programmers!
70% of the return of your website depends on its loading speed.
To do this, programmers implement cache loading, simplify images and layout.
If the site loads slowly, the bounce rate will increase and you won’t see conversions!
Check the site loading speed in a special Google service- https://developers.google.com/speed/pagespeed/
Detailed instructions on using the service can be found in.
Programming
The last step before starting traffic to the landing page is programming:
Sending data from capture forms
Touching upon this issue, I recall my personal experience.
We did a great job of analyzing, identifying needs and developing a selling prototype for the interior design campaign. We were simply shocked when we saw zero conversion to an application from such a cool landing page!
But the problem was that we simply did not check the sending of data from the landing page (it’s good that we noticed this through).
So don't repeat our mistakes and check the submission of each form! I also advise you to immediately integrate the site with . This will help you immediately keep track of clients correctly and sell more!
Installing analytics counters and setting goals
Be sure to immediately install Yandex Metrics and Google Analytics counters:
If Analytics is too complicated for you, then . The programmer will do it in a couple of minutes.
But there is no point in analytical counters without . It is with their help that it becomes possible to track landing page conversion.
If there are more calls than applications in your niche, you can also track them!
Installing call tracking
Call tracking is a system for tracking and recording incoming calls. The principle of its operation is to automatically replace the number, depending on the traffic source.
For example, a person switched from .
Creating a multi-landing page
Programmers can also create dynamic content for you on the site. This is also called multilensing.
What does dynamic content mean?
Depending on the specified conditions, the content of the page may vary.
Multi-landing example: Interior design
On this landing page, depending on the link parameters, the auto links are replaced:
In the first case url parameter adjusts the page to the residential complex on Yartsevskaya Street, 24.
In the second case, we see a different landing page!
Such techniques can greatly increase site conversion, as the site is rebuilt depending on the request in .
Once the landing page is ready, all that remains is to show it to people!
How to promote Landing Page?
In order to promote your landing page, you can try:
The mechanics of attracting clients in these cases will be different.
Contextual advertising for landing page
In my opinion, one of the most effective ways to attract hot traffic to the site.
The main task: to determine which keywords will attract target customers from search engines.
With it you can configure:
Before this you need to do:
For this, the most important thing is to determine the effectiveness criterion!
It can be:
- Online consultant
  Downloaded price
To do this you need to study 3 reports:

Let's look at each of them!

Very useful report. Helps determine the most clickable places on a landing page.

Having learned such places, you can reveal this element in more detail (and include a separate application form), significantly increasing the conversion of your site.

Scroll map

This report shows the most viewed parts of your site.

If you find areas of the site that are simply skipped, I advise you to remove these blocks (or change them to more interesting ones). This will increase audience involvement in reading information and increase conversion!

Probably the most useful report for increasing website conversion. In a convenient form, we are offered the client’s behavior from the beginning of the visit to the conversion for each individual form.

The example shows that a specific form was seen by 114 people. Of these, 9 people interacted with the form and only one completed it successfully.

But most importantly, we can track which form fields are rejected.

It’s enough to simply remove unnecessary fields and site conversion will increase.

All other reports are more useful for traffic management. After all, the conversion of a landing page also depends on the quality of traffic.

Now we smoothly come to the main question...

Order a Landing Page or make it yourself?

Any specialist who understands the intricacies of creating landing pages will tell you that it’s worth ordering from him. But I want you to decide for yourself which is best.

Let's figure out where you can make a Landing Page yourself.

Make Landing Page yourself

There are several good services where you can make your own landing page:

These services work on the principle of a constructor. You just need to upload the necessary pictures (which I recommend ordering from) and place them on the website depending on the prototype.

All this is done without a programmer at all!

Checklist for checking a contractor for creating a Landing Page

How will they conduct competitive analysis? Do Yandex Direct, Google Adwords, and social networks take into account when searching for competitors?

How will the audience analysis be done? How will the needs of the target audience be determined?

What principles will be used to create a trade proposal? (Now you know 4U, Aida, PMPHS, etc.)

On what basis will the texts be written?

Will they be able to provide a test version of the design before the start?

Is adaptive cross-browser layout included in the price?

Will the site be optimized based on traffic? How will they do this?

As a result of this dialogue, you will definitely understand whether it is worth working with them!

Compare their answers with this article and make the right decision.

I wish you good luck in creating your Landing Page!

I hope this article was useful to you! Repost it as a reminder to your page and subscribe to new articles on the Landing Page!

You can say that the number of templates is important, you can say that simple functionality is needed, you can say that prices play the most important role, but we must not forget that user support is not in last place.

If it weren’t for that very responsive technical support that answers questions within 5 minutes 24/7, LPTrend would be a confident average. But it exists, and that is why it occupies some of the highest positions in various top designers.

Number of templates: more than 60. At the same time, landing pages are made according to interesting templates made by experienced marketers. The conversion rate on such one-page websites is quite high.
Buying domains: Yes.
Prices: Activated immediately after registration free plan for 8 days. After the trial period, it is proposed to take one of the tariffs, which differ only in the number of one-page websites created: for 1 – 500 rubles/month; for 10 – 1000 rub./month; For 10+ – 2000 rub./month. The service also offers to create a thematic selling video for 7,900 rubles per minute of video and create a turnkey landing page for 6,900.

Result: A good, interesting and inexpensive service with the ability to order a landing page. Good functionality stable work and adaptation of landing pages for mobile devices make this constructor interesting for professionals and beginners.

Tobiz

A Russian designer specially designed for creating one-page websites. Agree, it’s not often that you see a Russian development that actually entered the market and gained a foothold there.

Tobiz is just that option. Over the 2 years of operation of the service, the creators managed to find their audience, which this moment is more than 1500 thousand webmasters.

Number of templates: more than 270 templates of various topics. Moreover, most of them are beneficial to use as a sample - sites are created from separate blocks.
Is it possible to change the structure and add your own design: Yes.
Buying domains: Yes.
Prices: 14-day test period, after which several tariffs will be available, the cheapest of which is 450 rubles per month.

Result: A strong Russian average - that’s how you can characterize the designer. There is nothing outstanding, but at the same time there is a good system, a knowledge base with all the features of the service and tips for creating landing pages, as well as a simple interface and clear functionality.

Wix

It’s simply pointless to say anything about the popularity of this designer. on TV for an IT product is not that new, but there are many other, cheaper channels of promotion.

But if the developers launched expensive advertising in the media, it means they are confident in themselves and their product. A high-quality, beautiful and simple construction set - that’s what can be said about Vicks.

Number of templates: 17 + it is possible to completely change each of the templates.
Is it possible to change the structure and add your own design: Yes.
Buying domains: Yes.
Prices: The trial period is unlimited, but you will have to work with advertising without your own domain. You can create landing pages without advertising for $99 per year, but if you catch a promotion, it costs $49.

Result: In terms of landing page promotion, Vicks leaves much to be desired. And this is the reason for all his troubles. The designer is ideal for business cards and regular websites. But there are better options for landing pages.

Umi

By the end of 2015, the number of websites created using the Umi constructor exceeded 1 million. Quite a solid indicator for work since 2011.

The main feature of Yumi is the transfer of sites from one system to another with full preservation of positions in search engines. Be that as it may, it’s worth at least taking a closer look at this designer.

Number of templates: More than 550 layouts, some of which are adaptive.
Is it possible to change the structure and add your own design: Yes.
Buying domains: Yes.
Prices: The 15-day regime is activated first free use, after which the cost of using the service to create landing pages will be 490 rubles per month of use.

Result: Yumi is just perfect for creating and launching your first landing page. At first, you will be able to use only free widgets, but as time goes on and the need increases, you can add various paid gadgets. In terms of price/quality ratio, this is one of the most interesting options.

Nethouse

A young, developing and interesting designer for business cards and one-pagers. The main specialization is stores, so the functionality for landing pages will be somewhat limited.

Number of templates: 5 sections for sites with up to 40 different templates. Frankly speaking, it’s sparse. The only good thing is the opportunity to make your own design.
Is it possible to change the structure and add your own design: Yes.
Buying domains: Yes.
Prices: one of the most affordable - 248 and 415 rubles per month of use. The free trial period is unlimited.

Result: It is best to work with Nethouse when creating an online store. For a landing page, the functionality and number of templates is quite average. But if you want “cheap” and clumsy, working with Nethouse is quite simple and profitable.

If Diafan is a designer, then you can safely call all computers Tetris. Of course, it has a few design features like templates, clear interface and a fairly simple website creation system, but in what other builder can you simply buy your entire website and transfer it to another?

In which service will you only need to pay compensation for the template and you will receive a full-fledged website without being tied to anyone? And if you add to this the standard CMS bells and whistles, like a bunch of widgets, full promotion and customization of templates using HTML and CSS.

Number of templates: Everything is very sad here. There are only 6 ready-made templates for landing pages that can be customized, but this will be very difficult.
Is it possible to change the structure and add your own design: Yes.
Buying domains: Yes, you can even buy a site and transfer it to another service.
Prices: Test period of 21 days, after which fairly affordable tariffs are 480 and 980 rubles per month.

Result: Definitely not for beginners. And for businessmen who do not know the basics of programming, no. And in principle, for beginners who are just starting to work with single-page websites, this will also not be possible. the best option. Baptism of fire in the thick of battle - this is what will happen to those who decide to use diaphane as the first designer. But for webmasters who have been working in the field for many years, diafan is an ideal option.

Ucraft

Tip 3. If possible, use a unique design.

Contrary to popular belief, only some website names are remembered. Most portals can be guessed by their design and layout. Especially if you have been to such a site several times.

Having a cookie-cutter website design comes with two complications: another site mistaking you for you, and another website mistaking you for you. You don’t want any user to associate your design with scammers?

In addition to these reasons, there is another banality - template designs are very dull and boring. In most cases, this is some kind of standard mishmash of the same type of text, pictures and something else that came into the mind of a despondent designer. Something really high quality will cost money.

But don’t despair, getting a good landing page design can be easy: you can buy the design you like in the designer’s internal store or order it from. In any case, an average job will cost no more than 5-7 thousand rubles.

Tip 4. Pay attention to advertising.

The effectiveness of a landing page is influenced by two parameters: its appearance and advertising. And if we have more or less figured out its appearance, we haven’t touched on advertising yet.

Well-tuned advertising campaign– the key to successful work landing page. At the same time, you must understand that it is not the number of contacts left, not the number of visitors, and not the volume of questions with which you are bombarded potential clients– an indicator of how well the landing page works. First of all, he must sell.

It is in order for it to sell that you have to tinker with advertising a lot. Choose, analyze her preferences, put pressure on weak points, use the strengths of your product.

How competently you choose a picture to match your advertisement, it may depend on whether 30 people or 300 click on it. That’s why, before blaming the fact that the landing page doesn’t sell, make sure that your advertising works 100%.

Tip 5. Analyze the performance of your landing page.

And the last point is constant analysis of the performance of your landing page. Remember that simply creating a landing page and making a selling one-page are two big differences.

It doesn't matter what you like or don't like. Whether you want to use this block on your site or not. All that matters is whether it will be effective or not.

That is why, when working with landing pages, it is better to move away from your tastes and conduct several tests and during them understand in what form the page will generate profit.

In the world of arbitrageurs - people who resell traffic, there is an opinion that not a single creative can live long. And this applies not only to advertising, but also to landing pages. I don’t encourage you to change your landing page every month, but at least once every few months you definitely need to refine, correct and find something new.

If you follow these simple tips, you can quite easily create good landing pages, spending a minimum of time and maximum effort on them.

Conclusion

Creating landing pages using designers is very simple. And if just a couple of years ago creating your own website was a long and often unnecessary task for a business, now in this era of cravings you need to work with every channel of attraction, increasing your turnover and profit.

And now, when there is no time to spend several months on launching new site, and money to turn to professionals - website designers come to the rescue. On these sites, in one evening you can create something that will bring you clients for at least six months.

From huge selection various platforms on which you can create a decent one-page website, choose the one that you like. Then find necessary tools and do what you like. And then correct it and do it as needed. And then you will have a high-quality, interesting and profitable platform for turning ordinary visitors into clients.