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Building the perfect landing page presents unique challenges. Here's how to optimize your web pages to improve audience engagement






 Landing pages are where beauty meets functionality. Creating a perfect user interface and designing an experience is critical to communicating with customers.


Whether you're using a template or building from scratch, here are 10 tips for optimizing the perfect landing page.

Building the perfect landing page presents unique challenges. Here's how to optimize your web pages to improve audience engagement



Read More: 9 Benefits of Having a Business Management Degree






1. Check your audience



The most important things first. You must deeply understand your audience. This is regardless of your type of business or broker. When making an argument, it is absolutely essential to know your audience, their problems, needs, personality, and everyday situations.


This knowledge allows you to align the page's messages with their needs and expectations. Moreover, you will present the information in a way that will attract them.




But how do you get to know your audience? If you are designing for a client, get this information from them. Put yourself in their shoes. Or, if you have a group of people to take advantage of, ask.


Work backwards and ask questions like:




  • who are you?
  • What is your day to day business?
  • What are your problems or needs?
  • Do your expectations change?
  • What can be done to solve any problems?
  • What do the solutions look like for them?




By answering these questions, you will get to know your audience, their needs, and their expectations. You'll also have a more coherent idea of ​​how to align your message and content structure to gain trust, answer questions, and always bring in those great conversions.




2. Structure the content effectively



Once you really know your audience, you can tailor your messages (including your unique selling point) to their needs, expectations, and identities. Develop core value statements that combine what you sell and why those products are needed.


However, messaging goes beyond written text. Pay special attention to where you place the copy in each fold of the landing page. Discover how to create an impressive color palette, animation, and eye-catching typography.





As with the previous point, work backwards. When honing your message, think about how you will present the information to your audience.


When they click on your landing page link, regardless of the specific campaign objective, your audience should immediately understand what solution you're selling, its benefits, and which particular features are worth their time.




3. Use concise language



To get to know your audience and build a message that resonates with them, it's important to mention language.





This tip is beautiful on the nose. However, it is still noteworthy. When aligning your messages with your audience, be sure to use language that isn't just relevant to their world (for example, if you're writing for an audience that's primarily CEOs of Fortune 500 companies, you'll use the language used in their worlds), but resonate.


Be clear, brief, connected, and appropriately emotional. Craft short, effective calls to action on easy-to-see buttons. Keep the headers simple and direct. Organizing information in these ways makes your page easy to navigate and navigate.


Also write down the words or language used in your demographics. Use these words for your unique selling point, features, and benefits.


Building the perfect landing page presents unique challenges. Here's how to optimize your web pages to improve audience engagement



4. Organize your visual beauty



We mentioned this in the second point, let's expand. Messages extend beyond written text. Visual messages are of paramount importance.


Visual aesthetics can make or break a brand. This totally includes the brand's website. When something is aesthetically unpleasant, we don't want to do anything with it. You can sell the best product or service in the world, but a poorly designed site will lose your audience.


Think of your favorite brand. What are its colors, graphics and typefaces? What mood does this brand evoke and why? Why do you prefer this brand over this?


Visuals appeal to us and lend credibility to your overall cause. Let them act as aids to your messages.




If you're not sure where to start, create a mood board to create the visual identity of the landing page you're creating.


Mood boards are simply a collection or group of ideas that visually represent a design, brand, product, application, or website - a designer brainstorming space. Shutterstock Create offers a variety of features that make creating a mood board easily customizable.


Start at a high level, then develop your look further. Some of the steps to take here are:


  • Organize graphics and photos.
  • Then go a little further to develop the color palette.
  • Select at least two fonts that bring your brand's personality to life.





Once you have one mood board, make another and another. Different mood boards with different looks allow you to choose the best aesthetic for your landing page and its audience.





5. Landing page narrative flow layout




Now, you have the ability to craft a message that matches the needs of your audience. Next comes crafting the narrative flow of the landing page. The task is pretty straightforward, and if you're using a form, it's about moving the content blocks to fit the narrative you want.


However, if you're drawing blank or starting from scratch, each landing page follows a structure similar to the one below:


  • Main image + unique selling point (or statement of value)
  • Benefits
  • Features
  • Social proof (testimonials, case studies, company logos, etc.)
  • CTA




Whatever you choose to move forward with the narrative, it comes down to your creative freedom. However, remember to make sure your landing page is clear, easy to navigate, and fun to observe.





6. Content rendering





After your message is complete and your narrative is complete, it's time for content. When you plan your landing page listing, you get an idea of ​​what content it will go to.


Just take the outline created in the previous point and place it visually. Use this step to discover the following:


  • What exactly would each block look like structurally?
  • What copy or visuals does each piece of content make up?
  • For each part of the landing page, what does my audience expect and why?


Most forms will specify this for you in their structure, but you should decide on the page and image copy choices.



Building the perfect landing page presents unique challenges. Here's how to optimize your web pages to improve audience engagement



7. Include Social Proof (and Connect Your Social Media)



This tip cannot go without mentioning. Don't forget to include social proof that your product is working. Communication with customer satisfaction is huge and can really build credibility. If you can, be sure to include any of the following on your page:


  • Testimonials - Recommendations
  • case studies
  • Client company logos
  • Or a combination of these three elements



The most effective social proof of inclusion depends entirely on the product and audience. Testimonials, case studies, and logos are usually ideal for B2B. Certifications alone can be quite effective for B2C.






And speaking of social proof, don't forget to plug your social media handles or newsletters into the footer of your landing page!




8. Create attractive and colorful CTAs




When creating a stellar landing page, you can't forget your CTAs. Whatever you're selling, it all boils down to a call-to-action button.


Some common options are:


  • start
  • Participation
  • learn more
  • Shop now
  • Subscription
  • join now



Each of them are well-suited calls to action. However, it only works when it is backed up in conjunction with strong value and point-of-sale data. We suggest you do more to entice your customer!




Consider using multiple CTAs throughout the landing page, such as in the first fold and closed fold. If your landing page is running longer, consider including a third page in the middle.


If you include a third CTA in the middle of the page, you must flip the color palette used. This color reflection will make your prompts darker and immediately capture the attention of site visitors.


For example, if your colors are blue, green, yellow, and white, with white as the primary color for the site's background, place the middle CTA banner as a blue or green banner with a yellow CTA button. This contrast immediately draws the visitor's attention to the call-to-action button, because it stands out from the rest of the content on the page.


Whatever the color palette, the CTA should stand out boldly against its background.




9. Include SEO-friendly language in key areas



For all the hard work you put into designing that perfect landing page, don't forget to optimize it for search engines. This is how clients will find you, and you will thank yourself for completing this work later.


Keep in mind that search engines are the ultimate broker. Most of the traffic on the Internet is organic, which means that it was made by searching in a search engine.


What does this mean for you?


Look for keywords your audience would type into a search engine to connect with you. This can be anything related to your industry, product, company name, and location. You can use resources like Hubspot to learn the basics of SEO.





Once you get to the search terms that are best for your site, be sure to use those keywords in your landing page copy. Sprinkle the keywords and phrases in your value statement at the top of your landing page, in headers throughout, and inside the body copy.




10. Optimization for mobile and speed



Like the previous tip, the latter here is a bit more technical.


Fortunately, almost every website builder is optimized for mobile and speed. However, for entrepreneurs who are building a website from scratch, you have to optimize for mobile and speed yourself.


You can do this by:


  • Export your files as .jpeg or .png files with 75% quality
  • Automatically compress images using sites like TingPNG
  • Resize images automatically (You can do this easily on Shutterstock Create.)
  • Implementing Lazy Loading using plugins like Lazy Load, if you are using WordPress
  • Use caching plugins like W3 Total Cache or WP Rocket, if you use WordPress



If your site is slow or not optimized for mobile, people will leave. This increases the bounce rate, which is horrible for search engine optimization and leaves a bad impression on the site visitor.


In a very long 3 second load time, your chances of making a new conversion are gone.


However, be sure to check your page load speed if your page already exists. You may learn that you need to make some improvements.


Create with confidence

So, there you are! These 10 tips will help you optimize your landing page to improve customer experience and fuel conversions.


If you're interested in learning more, check out our Creative Flow learning page. Here you'll find additional tips and insights on graphic design, user experience, marketing, branding, and more.


Happy learning!



Building the perfect landing page presents unique challenges. Here's how to optimize your web pages to improve audience engagement



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