4 Questions You Must Ask Before Ordering a Landing Page
Axion CEO
Author
Ordering a landing page is easy. You pay money, wait a few days, get a beautiful page.
Beautiful design, fast loading, animations. Everything can be in place, but if you don't know who you're preparing the page for, what goal you have, and how you should measure results—your landing will become just an expensive electronic brochure.
1. Who Is Your Ideal Customer?
The most important question that many don't answer: who is the person you're preparing the page for?
Not "everyone," not "all people aged 18-65," but a specific person with a specific problem and specific expectations.
When you try to please everyone—you please no one. When you try to simultaneously address the different pains of different groups—no one understands that the page is specifically for them.
Nielsen Norman Group research showed that a user gives a page an average of 10-20 seconds to decide whether it's worth staying. If they don't understand from the headline and first paragraph that "this is the solution to my problem," they close the page.
This is where everything begins: Who is that specific person, what problem do they have, and what should they see to say "yes, this is for me"?
2. What Action Should the Visitor Take on Your Page?
When someone opens your landing and sees "Buy Now," "Download Free Guide," "Order a Call," "Register for Webinar," "View Portfolio"—do you know what they do? Nothing. They close the page.
The more options you give, the harder the decision, and the greater the likelihood that the person won't choose anything at all.
You must decide: what is the goal of your landing? Collect phone numbers? Get emails? Make an immediate sale? One thing. Everything on the page should lead to that one action.
Contact us for your targeted landing page
3. How Will You Know the Landing Is Working?
Imagine: you created a landing page, bought ads, people visited the page. Good, then what? How will you know if it's good or bad?
Many only look at the number of visits, but if, for example, 495 out of 500 entered and immediately closed—what's the point of the visitor count?
With Google Analytics, you can see:
- How many fill out your form (conversion rate)
- How many leave immediately (bounce rate)
- How far down the page they scroll (scroll depth)
- Where they hesitate or leave the page
4. What Materials Do You Have on Hand?
A landing page isn't created from nothing. You need:
Visuals - quality photos of your product or graphic materials.
Texts - you must know what your message is. A specialist can help formulate it, but they can't know your business better than you. Prepare at least the general points:
What is your main offer? How do you differ from competitors? What result do you promise? How will the process go?
The more complete materials you provide, the faster and more accurately you'll get the final landing.
Answer these four questions before ordering, and you'll get not just a beautiful page, but a tool that will bring you customers.