Bajorat Media
How good landing pages are structured
Creating a so-called landing page always has a specific goal, namely that conversions are achieved. This means that landing pages are created with the intention…
Creating a so-called landing page always has a specific goal, namely that conversions are achieved. This means that landing pages are created with the intention of directing visitors to them in order to then encourage them to make a purchase, for example.
The landing page asks the user to buy a product, make a contact request or order or subscribe to a newsletter.
Characteristics of the landing page
When the visitor reaches the landing page, they are usually not yet familiar with the product or service. For this reason, the first impression of the landing page is crucial so that the user doesn’t bounce straight away. It is important that the design appears appealing, the site appears clear and trustworthy.
Characteristics of the landing page
It is also important that the design and content of the landing page match the search query. With regard to the usability of the website or landing page, it should be easy to get to the desired content. What is also crucial is the direct relationship between the landing page and the ad (or the Google snippet).
It is also essential for the user of the landing page that it is made easy for them and that they have no difficulties purchasing a service and receiving the content they want.
The quality of your own landing page
The quality of the landing page can be determined very well with the so-called trunk test. This test was invented by Steve Krug, who is an expert in usability. To understand this test, you have to imagine the following:
You are packed into a trunk, then driven around and have to reorient yourself again after getting out. What is needed to reorient yourself? In this trunk test these are primarily the following aspects:
- Company logo and name
- Website name and heading
- What is found on the page or what is the core content?
- Where on the website am I currently?
It is important that the content of the site is clear and intuitive. If this point has been implemented effectively, the most important step has been taken.
Steve Krug’s motto in this context is: “Don’t make me think.” So in other words: The user shouldn’t have to think and think for long. This motto is also the principle for designing the UX (= user experience) of every landing page.
How a landing page should be built
How a landing page should be built
Unfortunately, there is no formula or recipe for how to fundamentally design your own landing page. In addition to the contents already listed from Steve Krug’s trunk test, the following points are extremely important:
- For the landing page menu, the start page (or “home”) must be designed to be appealing.
- In addition, the legal notice and data protection must be carried out comprehensively and correctly.
It is also crucial that the visitor is not distracted by too many navigation options or by external links, which primarily distract from the actual content of the landing page.
Conclusion on the landing page
If the landing page is designed to be appealing and based on the criteria of the trunk test, it is a suitable and modern marketing tool.
However, no general instructions can be given for the structure and design of the landing page, since, for example, a page for fashion has to be designed differently than a landing page for coaching.
Image source: Pixabay
