Create a landing page: Tips for content and design

A landing page is a landing page that you create for your website. Your website user lands here when they follow a search result or an advertisement. The landing page should therefore have certain content that prompts your potential customer to take action.

Creating a landing page: Tips for success

Whatever website you are tackling, a landing page has the same goals on any successful website and should prompt the user to take an action. Make sure the page offers little distraction from the content and is designed to be user-friendly.

• Precise headline: Choose headlines that are concise and understandable. These should make the benefits of your offer interesting and understandable at a glance. Therefore, always describe a specific problem for a specific target group so as not to offer everything for everyone and to encourage the user to take action.

• Simplicity: Remove the content that would confuse or distract your website visitors. Demonstrate the benefits of your message so the visitor knows how to take action. To offer less distraction, it is also a good idea to remove headers and footers on the website.

• CTA: A CTA is a “call to action”. This encourages your website visitor to follow a call to action. You can ask your user to click a button or to contact you. Therefore, keep the CTA short and to the point. Avoid standard phrases such as “Register”. Think of a comprehensible, but clear formulation.

• Content: The right and understandable content belongs on the landing page as well. Make the content understandable and formulate it clearly. Also use appropriate images and graphics that make the content understandable.

• Keep it short: A landing page that is too long will be abandoned in the middle at the latest. Therefore, keep it short, concise and understandable. The clearer and shorter the landing page, the more likely the visitor will feel addressed. Make it easy for your user to find their way around the website.

This content also belongs on the landing page

In order for your website visitor to believe you and follow the CTA button, you need to instil trust on your landing page. The right images and testimonials will help you do this.

• Inspire trust: Include testimonials from your past customers on the landing page. However, make sure that the customer reviews match the intentions of the landing page.
• Offer: Offer the best deal you have on the landing page. If the offer does not match your customers’ expectations, it will confuse your potential customers. For example, if you offer an extra service with the product, it must actually be included in the offer.
• Forms: Landing pages are often used to generate leads and collect emails from potential users. Therefore, keep the forms short. If the person has to fill in too much information, they will also leave your page if you ask for too much. Most of the time, an email field and a name field are enough.
• Pictures: Authentic images look better than interchangeable stock photos. Make sure that the pictures not only fit thematically, but that the eye movement must also be right. For example, if there are people in the pictures, they should be looking in the direction of the text and not away from it.

Building an ideal landing page

Depending on the topic and offer, a landing page can be structured differently. The following structure is part of an ideal landing page that you can adapt to your offer:

• Headline: A clear, distinct headline that speaks to your target audience is a must for any landing page. Here it must be clear how you can help whom and with what.

• Heroshot: The hero image must be just as appropriate to the theme and be meaningful. It must match the offer. If possible, avoid stock images that don’t say anything.

• Benefits: List the benefits that your offer provides. What does your user get out of your offer?Make it clear how you can help your potential customer.

• Trust: Include elements of trust, such as certificates or TÜV logos, if you have any.

• Rating: Now share a few testimonials from your customers. These build trust.

• Objection handling: List other advantages from which your target group benefits. These can be, for example, different payment methods or instalment payments.
• CTA: Now include a CTA button. The button can be included both at the beginning and at the end.