Landing pages and web design: aim for love at first sight!

Are you launching a digital campaign highlighting one of your products or services? Instead of directing your targets to existing pages on your website (often too general), you could lead them to a track designed to meet their needs. With a well-crafted landing page, you’ll be able to present your offer through personalized content, which is good news for both your lead generation and conversion rate!

The ABCs of a landing page

This page does not work like the rest of your site (your homepage, for example), which introduces different types of information and encourages the exploration of your web universe. It is created specifically for a campaign and fulfills a precise function. Most often, visitors land on it after clicking a link in a newsletter, shared on social media, or in a Google ad.

Why create a page specifically for a product, even if you already have a section about it on your site? This type of page addresses a specific target and presents them with tailor-made content. Unlike your regular pages, which cast a wider net, a landing page allows you to highlight the right arguments to convince your target.

“This type of page should be an all-in-one destination, highlighting useful information, personalized arguments, and a precise call to action.”

Consider a recruitment campaign aimed at building your company’s next generation, launched as a banner ad. A personalized landing page could be more effective with young professionals than your career page, which is intended for multiple types of targets. You could, for example, more easily appeal to specific trades while highlighting the values and benefits that are most likely to resonate with them. The same principle applies to a campaign focused on a service or a product.

Conversion is therefore the objective of your landing page: buying your product or using your service, filling out a form, obtaining a personalized assessment, etc. This page is built around the action to be taken, which is why it’s important to have a good knowledge of your targets and their needs.

Heading toward a landing page worth the visit

At the heart of its success, you will find aspects concerning both content and presentation:

• Choose a simple and effective web design. Once your targets land on your landing page, they should not wonder why they are there or what to do. Our tip: combine the strength of user experience (UX) with the efficiency of action buttons to prevent visitors from getting lost along the way. Be clear, with a precise call to action (CTA): buy, sign up, contact us, apply, try for free, get a quote, etc. Also, facilitate their user journey by limiting distractions and optimizing your page for different platforms. For instance, a partial display or complex mobile navigation can prompt your targets to leave the page without even realizing your offer exists!
• Be consistent. Since your landing page is linked to a campaign with specific targets and objectives, it’s best to present content that meets the expectations created by this campaign. In other words, stay away from clickbait!
• Capture their attention. Adding a video that showcases your product or service is a great way to keep visitors engaged. Also, did you know that 84% of people who watched a product explainer video said they were convinced to buy because of it? For example, you could break down the process of your service or show your product working from A to Z. An infographic could also allow you to present striking statistics effectively. Be careful not to overload your page!
• Include elements of social proof. If space allows and this tactic fits your objectives, testimonials could help build a relationship of trust with your targets. Bonus: These stories from satisfied clients can provide concrete examples by telling how your service or product was helpful. An added plus for your credibility!
• Think of the undecided. Take care of visitors who are still in the research stage by creating lead generation opportunities. After a certain amount of time spent on your landing page, you could present them, via a pop-up window, with a newsletter sign-up form, an option to download value-added content, or a promotional code. You’ll increase your chances that they think of you at the decisive moment.

There are countless ways to create landing pages that will capture your targets’ interest: all it takes is imagination and keeping your campaign objectives in sight! We can help you find the right path. Ready to set off on the adventure with us?