9 Things to Consider Before Building Your Next Landing Page

Landing pages are a useful tool in business' belt, as they are one of the most effective ways to generate leads and drive conversions. A well-designed and optimised landing page helps attract more prospects. and converts them into loyal customers.

At Verz Design, we have been creating landing pages for over a decade, so let us share some tips with you to help you create a successful landing page!

What is a Landing Page?

A landing page is a page on your website that a user, well, lands on by clicking a link in your email, a Google ad, or other marketing channels. Once a user is on a landing page, they are encouraged to take an action, such as sending an enquiry or buying a product. This is why it is so important that a landing page is optimised, to ensure that the user makes a conversion.

Now that you know what a landing page is, you can check out our ultimate guide to landing page optimisation. Otherwise, you can read on for the nine considerations you should have before you build a landing page!

1. Have a well-defined creative brief

A creative brief helps to get the idea down on paper before committing to digital. It helps you with the ideation process, ensuring that you are designing something that is relevant to your campaign's goals.

2. Nail down specific campaign objectives

For your landing page to be successful, you have to understand your campaign objectives. This should guide every decision in your design, ensuring that it aligns with the larger strategic picture.

3. Know your target audience

Putting yourself in the shoes of your target audience is crucial for creating a successful landing page. This involves identifying their concerns, their existing perception about your product or service, and their pain points. When you have these questions addressed, you'll have a winning landing page on your hands.

4. Step-by-Step Action Plan

To create a successful page, it's crucial to understand the primary call to action of the visitor. Without a clear idea, the page can lose focus quickly. Sometimes, it's beneficial to start with the desired button and work backwards from there. This approach ensures that every element of your page drives visitors towards that key action.

5. Analyse Your Traffic Source

Maintain a consistent brand experience and design across all campaign entry points, including email, organic, PPC, and social media. Avoid unnecessary bounces by ensuring the visitor journey is seamless from the first click to the conversion. Make sure your landing page matches the aesthetic and messaging of the initial touchpoint, whether it's a banner ad or an email.

6. Determine Audience Demographics and Technical Limitations

Understanding the devices commonly used by your visitors is crucial for creating pages that match their context. This includes creating mobile-responsive landing pages. It may also be beneficial to create separate pages tailored to different devices, such as pages optimized for elderly individuals or designers with large screens. Catering to the specific needs of your audience can significantly enhance their experience.

7. Availability of Your Campaign Domain Name

Verify the purchase of the campaign domain, usually checked and purchased by IT professionals. Strongly branded domain names can significantly influence design direction. Ensuring the domain is secured early on prevents last-minute changes that can impact the time to market, which is crucial for event-based marketing.

8. Review of Past Campaign Errors and Successes

Tracking and recording problems in previous campaigns is crucial for learning from them. Display a poster with “top 10 things to avoid doing” on the wall and inform new team members about any lessons learned from past landing pages. This practice helps to avoid repeating mistakes and builds a culture of continuous improvement.

9. Get Updated with Current Competition

Regularly checking your competitors can serve two purposes: providing inspiration and ideas, and helping you innovate and differentiate. While some teams may avoid observing competitors due to intimidation or distraction, staying informed about what others are doing allows you to stay ahead of the competition. This proactive approach ensures that your campaigns are always fresh and competitive.

Create a Winning Landing Page with Verz Design

At Verz Design, we excel in creating landing pages that not only capture attention but also drive conversions. Beyond just the visual appeal; we understand the intricacies of search engine marketing (SEM) and how an effective landing page can boost your marketing efforts. Convert your customers today and contact us today for a free strategy session!