How to Design a Landing Page: Structure and Tools

Many times we have heard of this term. but perhaps there are still those who do not know what a landing page is, what its structure is and how its design should be.

For this reason, in this article, I want to talk to you about what this concept of web design is about. why we should take it into account? and what its design or structure should be like.

Several factors must be taken into account. The first and foremost is knowing how to show the benefits so that they are captivated.

What is a landing page?

“A Landing Page (or landing page) is a website made up of a single page (that is, without all the traditional internal navigation functionalities), which pursues the objective of converting a user into a customer or lead through a specific marketing campaign.”

They are not pages with conventional navigation because they are created with a very specific objective. such as inviting the user to register for a digital marketing event. buy a product in an online clothing store, contract a certain service or simply subscribe.

But in addition to the challenge of creating an effective landing page. both in terms of design and copy. I recommend that you do not lose sight of an important factor for creating your landing page.

So, how about we see what the channels through which traffic is channeled to a landing page are?

Origin of the traffic that lands on a Landing Page

As I was saying, the concept of “landing page” translated into Spanish becomes “landing page” (or destination). In other words, by its very name. we understand that it is a website from which we will derive visitor traffic.

Navigators who land on a landing page do so through a click on a banner or call to action button, subscription to a free newsletter. or accessing through a post on social networks (among others). ).

Here is a visual representation of the six generic channels. which you can derive traffic to your landing page under a marketing strategy that will pursue a single specific objective.

Features and benefits of creating a Landing Page

Therefore, we could say that one of the main functions of a landing page is to capture potential customers. But if it is a sales page (also known as a sales page), the objective will be to guide those leads to the sale of specific products and services.

Those brands and professionals who implement landing page design in their marketing strategy considerably increase their chances of getting leads. Why wouldn’t it work for you?

In addition to capturing leads, creating a landing page has many other advantages, such as:

*High ROI (return on investment), as it costs less than designing a traditional website and offers great results.

*It is very visual and intuitive, so it offers high usability and user experience.

*It allows you to personalize marketing campaigns to achieve better positioning, as well as to monitor them.

*Attract a potentially interested audience through previously targeted campaigns.

*It allows to clearly detail the characteristics of any product or service, which encourages the increase in income.

*Its design is flexible and easy to adapt, so it can be reused in future campaigns.

*Although it is not its main objective, it can allow you to promote SEO positioning through the inclusion of keywords.

Now that you know what a landing page is and what its advantages are for your business or personal brand, it’s time to see how to create it so that, always accompanied by a good marketing strategy, you can successfully achieve your goals.

Landing Page Design: Structure And Tools

There are those who still think that creating a landing page is complicated and expensive, but by making good use of all the tools and templates that we have available on the Internet, you can create one effectively in a very short time (with or without the extra help of A professional).

Please note that not only is the design important, but you also have to consider the content of each of its parts, as well as the copywriting, so that the message is effective and makes an impact.

Anatomy of an effective landing page design

A landing page, like any website, will have an elongated format, which will require scrolling (although it should not be excessive). Therefore, the “hook” content must appear in the first zone.

Let’s see the elements that should not be missing from your landing page so that it is perfect:

Logo and links to social networks:

This is the first element that will appear within the header for the user to quickly identify the brand. If they don’t know about it, they will click on your networks to find out about it. About the logo.

I want to write some more words about the tools I use for logo design – Canva and DesignEvo. They both are really starter-friendly if you don’t know much about design.

Headline with the hook:

Next, the attractive headline that catches the user will go. Remember to use consistent and readable typography (as well as keywords) without forgetting to refer in a subtitle (if applicable) to the point of pain and benefit.

An attractive “selling” image or video:

It is the main image of the landing. so it must have an impact and have a clear relationship with the message that you want to convey.

Video is another of the most successful formats because it connects emotionally with the recipient. Take advantage of it!

Clear and concise data form:

This is vital for the user to enter their data and then be able to analyze it. There are many companies that skip this step here because their users are not yet aware of their offer. and a form could scare them away.

A provocative call to action:

Just as important is the form as the call to action to achieve a predefined goal. This must be shown through a clear and striking message that stands out from the rest.

Well-defined benefits:

Remember that users do not usually stop to read everything. so highlighting the benefits of what is offered in the most visible area of ​​the landing page will contribute to better assimilation of the message. Use bullet points and vignettes to make it more attractive.

A second chance:

Designed to capture those more hesitant users who stop to read everything a second time or look for more information. Here you could include a section of frequently asked questions and answers. a comparative plan of prices of your offer, and a policy of returns.

On the other hand, especially if your landing page pursues the objective of selling (a sales page), it is convenient to clarify other elements such as:

Presentation:

Right after the call to action, you should leave the user wanting to know more. And for this, you must identify the problem.

They have, to show who you are and why you are the best option, and present your offer in detail.

Social proof:

This is proof that supports the customer’s shopping experience and the quality of the product or offer. This can be a testimonial, a review, or a reflection of a success story.

Summary of the offer:

After including the guarantees, offering a summary that highlights all the benefits again to influence the final purchase decision of the user works very well.

Footer:

This is a fundamental section for the user to solve their personal doubts. Therefore, sections such as contact information, policy, legal notices, or frequently asked questions cannot be missing.

If you want to make a landing page that really works and materializes intangible benefits, you must take into account (at least) all the points mentioned here.

Tools to design a landing page

Here are some of the most used tools and templates to create it:

Leadpages:

It is one of the most powerful tools for designing landing pages since it has an intuitive editor from where you can modify some elements of the predesigned templates. Also worth noting, in its professional version, is the A/B test option to choose the one that works best.

Thrive: It is a very effective WordPress plugin for creating landing pages. Its editor is more difficult to use if you are not used to using WordPress. But it stands out for the large number of resources it offers to learn how to use this tool.

Instapage:

This tool offers free templates and A/B testing, although it also has its own paid version with even more original templates. Creating a landing will be really easy for you by dragging or adding elements from the menu, and it is very easy to integrate with WordPress, so if you work with this CMS, you get an extra benefit.

Unbounce:

It has a wide variety of templates and tutorials to learn how to create landing pages from scratch or modify an existing one. It allows you to add interactive texts with various plugins, so it could be considered a somewhat more advanced web design tool.

Visual Composer:

This is a WordPress plugin that, although it is paid, is highly recommended because it is a very fast and effective tool thanks to its dragging system that makes everything easier.

As I always say, in the world of marketing, there are no mathematical rules, so contributing your creativity will be necessary to give your stamp of quality and originality to the campaigns.

At last

Have you found my recommendations on the structural design of a landing page useful? What tools do you use to design them?