You know how things in life follow a specific pattern; you don’t just break off a banana from the bunch and start eating it, you need to peal it first. You don’t randomly mix in flour, sugar, butter and eggs to make a cake but you follow an exact procedure. You don’t randomly start following people from your Twitter page, you build up your profile first, add a headshot, a sweet bio and what not.
See what I am getting at?
Everything, correction, everything that works has a specific pattern to it, acts of randomness don’t get you conversions- lots of hard work and planning do. Speaking in landing page terms, you just don’t wake up one day and say, “hey, I’m going to build a landing page today and it’s going to get me lots of conversions”.
I mean you could do that, there’s no marketing police out there that’s going to stop you, but you won’t get any conversions because you wouldn’t have put the right ingredients in your cake, and a store bought cake is a store bought cake and everybody knows it.
If your mom had a habit of making checklists and putting adorable checks at the end of each item, you’re one of the lucky few who already know how checklists work. For those of you who didn’t have a “checklist mom” I’ll start you off with the coveted landing page checklist.
Why am I calling it a coveted list? Because while there may be thousands of results out there for how to make a landing page, you won’t really find one on what to do before you make a landing page.
Well, you didn’t until now.
This article contains all the essentials that you’ll need to have down before you start building your landing page. Be ready to put a check next to every step that you have completed.
You really can’t expect to get anything from your landing page if you don’t know why you’ve built it in the first place. Are you doing it to get valuable leads or to get your visitor to click through to another page?
The type of landing page that you decide to create also depends on the offer that you are promoting. Remember every offer needs to have its own individual page and every page must have its specific goal.
Having one single objective or goal helps you streamline your entire landing page campaign- when you’ve narrowed it down you’ll see how this helps you build consistency for your campaign.
A landing page without proper audience research is as aimless as a drifter. If you don’t know who it is that you’re addressing, how are you going to make the perfect page?
After you’ve ascertained the goal that you’re pursuing you should start finding out whom you’re pursuing your goal for. Chances are you’ve already done most of your audience research in the product development phase, just extend on this before creating your landing page.
For example find out your target audience’s color preferences? How well would they respond to a spunky headline, would they even be able to swallow the multiple fields you plan to put on your lead capture form?
The Moz Blog did an informative piece on audience research methods and tools, go through it.
Before you go to the drawing board to create your landing page you need to be able to know all there is to know about your audience or else you’ll just be shooting blinds in the dark and this definitely won’t get you any conversions.
What? I need to keep tabs on my competition?
Sounds a little shady right?
Doing legitimate competitor research is definitely white hat, so have no qualms about it. You want to be the best in your field right? Have that IT factor that no one else has? Well, you can do that only if you know what everyone else has already done and for that you need to do your research.
It’s a learning process.
Learn about your competitor’s pricing models, what offers do they use to get their customers to click.
You know what you have in common with your competitor? Your target audience! And to bring them over to your side you need all the information that you can get.
Now that you’ve learned everything that you needed to know about your audience you need to put it to good use, brainstorm for ideas.
Use the information you garnered from the research process and think of components that need to go on your landing page, components that are going to excite your target audience.
You think they’ll be tickled by a double entendre headline, go for it? A zesty image will tickle their fancy? Well, then that’s what you need.
The fact of the matter is when you have done your research (both audience and competitor) and done it properly, then creating your landing page becomes that much simpler.
Ideas come to you in an instant when you know who you are talking to and what they want from you.
After you’ve put checks next to the 4 aforementioned steps, you are ready to sit down for your landing page creation. This might seem like a single step but in fact it isn’t. Creating a landing page is not a standalone activity, it’s a combination of a multitude of activities all working together in harmony and if this harmony is disturbed for some reason, down go the dominoes and all your research and goal definition goes in vain.
What did I promise you at the start of this post? That I am going to let you in on a pre-landing page checklist and folks that’s exactly what I’ve done. What’s left now is the landing page checklist minus the pre part.
Want to put checks on that one too? Keep an eye on your updates because that’s exactly what’s coming up next.
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