So you already know that a landing page is great. That it’s a side that has a crystal clear goal. The on your visitor’s only action.
And accordingly a much higher conversion rate than e.g. B. has your homepage.
But you don’t know exactly yet how? You don’t know yet Where should you start exactly?
Then I have a simple step-by-step guide with further sources for you!
Ready? Let’s start!
Step 1: research what it takes
It may not feel so exciting to start with boring research, but in my day-to-day work I keep noticing:
Without research, I wouldn’t have that much knowledge. And above all not that many ideas.
So try not to see this as overtime. Research is the real work. After that, the landing page creation much easier because you have a foundation to build on.
The research for your landing page is particularly about getting to know the exact words, feelings, wishes, hopes, objections, worries, and fears of your target group.
To find out, you can do one of the following:
- survey – Take a poll and send it to your email subscribers and followers.
- conversations – Talk to your target group in person, by phone, via email, or live chat.
- Reviews – Search different review platforms such as Amazon, iTunes, or Gutefrage.net.
- competitor – Spy on your competitors, but only be inspired by them.
Just come with your target group somehow into the conversation and listen carefully to them. After all, we have two ears and only one mouth! 😉
Step 2: Make some thoughts beforehand
After you have soaked up the information like a yellow sponge during research, you should Not Start creating the landing page immediately.
The thing is, your design is not that important. Your messages are important.
Because the messages on Your landing page are what convinces your visitor to do something. Not necessarily your design. (Even if that naturally supports it.)
Therefore, the goal of this step is to find out the messages and sort them clearly. To do this, you use the information from your research and go along the following steps:
- target group – Who is your target group exactly? Define them and dive into their world.
- Buyer persona – Pick up your perfect customer and create messages for them. Just for him.
- State of awareness – Determine how aware your target group is of their problem or wish. Are you aware, unaware, or something in between?
- State of Sophistication – Determine how often your target group has heard a message like yours. Are you the first or the last with it on the market?
- Product Positioning Document – Create a table with all the features of your solution. Then determine whether they are unique, what pain they solve, and what benefits they deliver. Finally, prioritize them according to their importance.
- Message hierarchy – Take prioritization from your product positioning document and create a hierarchy of your messages.
So you make yourself aware of who your target customer is Where he is standing and how you can pick it up with your product or service. You then distill all of this into a clear message hierarchy, just like with a good whiskey.
Finally, you can check whether you meet all the important points that a harmonious landing page should have using the following elements:
- Promise – Make a promise of how your solution will solve a problem or provide an advantage. Most of the time you do this in the headline or sub-headline.
- Picture – Paint a picture in your visitor’s head. Let him imagine how he uses your solution or uses it. You do this either in text or with pictures and videos.
- Proof – Provide evidence that your solution works. Provide numbers or statistics. Testimonials or expert opinions. Or a demo of your product if possible.
- USP – Deliver a unique selling point. What sets your solution apart from other solutions? What makes it unique? You should install this in the headline or sub-headline and in between.
- Offer – Make a concrete offer, i.e. a direct call for action for your solution. You use calls-to-action in between. Especially in the end.
There is no clear line here. No right or wrong. Your flow should go its own way but cover all the points mentioned.
Step 3: create your landing page
Finally, the fun part is coming! Now it’s about the design. A lot of colorful pictures. Yay!
In this step, you take your message hierarchy as a basis, which, thanks to the research, rests on a solid foundation. From this, you then create the design and your actual landing page.
Make sure that your landing page uses the following elements:
After that, let your landing page rest for a few days and forget about it completely. Finally, you look over it with fresh eyes and check whether everything fits. Finished.
Step 4: optimize your landing page
Well, after you’ve created your landing page, you’re not done. You are never really finished! 😉
Because immediately after the landing page is created, the landing page optimization starts.
This is about changing individual elements of your landing page with the hope of a better conversion rate. You have several methods to choose from:
- A / B tests – Compare two variations of your landing page where only a certain element has been changed. So you can find out what works and what doesn’t.
- Survey – Create a survey of your subscribers, followers, or visitors in order to get qualitative feedback and thus ideas for new tests.
- Heatmaps – Heatmaps show you the “hot” places on your landing page. These findings also provide ideas for new tests.
Also, keep in mind that you should test the following items in the following order:
- Call to Action (CTA)
- Hero Shot
- Social proof
Because that’s the whole truth behind it, all the preparatory work, the research, the structure, all of this only helps you come up with great ideas. After that, you have these ideas in real-world testing. And only one test determines the true success of a landing page.
More: Landing page optimization: why and how you should test landing pages against each other
I hope with this step-by-step guide you now know exactly how and Where you should start. I hope you have a common thread now! 😉
So you should do a lot of research beforehand, give some thought, and then create your landing page. After that, you don’t stop, but instead, run regular tests to perfect them.
The good thing is, the first version of your landing page doesn’t even have to be perfect. Not great. Not unusual either. It just has to be good. You simply start with your best ideas and then optimize them over and over again. To make things a little easier and get you off to the best possible start, here are a few tips.
Do you have any questions or additional tips to create a perfect landing page?