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5 steps to correctly set up a landing page and/or a minisite

First step: define your landing page goals

A landing page is an important pathway in any website marketing process. When you set up a landing page, you need to figure out the main goal to which it is created for. Combining more than one goal in one landing page will miss the purpose of the page and lead to its failure. When visitors reach a page that's focused on one and only main issue, they too will be focused on that issue, thus increasing the chances of the page achieving its purpose. The more focused you are on the goal; the better the chances are of your landing page or minisite achieving their goal in the most efficient way.

A landing page can have many different goals:

  • Selling a product (maternity gifts/cleaning materials/courses/workshops)
  • Marketing a service (consulting/bookkeeping/birthday parties operating/professional experts/personal training)
  • Branding a product or a service
  • Advertising a new service for businesses or privet customers
  • Increasing the number of clients of an existing business

Second step: know your competitors

Visit sites and landing pages of the competitors in your field. Make a note which of them manages to capture your attention and which does not. Try to find the reasons behind their landing pages and/or minisites success or failure. The more you can recognize your competitors' advantages and disadvantages, the more you will be able to maximize your own landing page in all the different parameters necessary for success.

Third step: choose the right design for your goal

A necessary phase in setting up a landing page or a minisite is choosing the design that is most suitable for the product or service you are presenting. The design element includes illustrative pictures, use of colors and emphases, the positioning of the pictures, their size in relation to the text and the appearance of the call-to-action buttons. All of the design components combine with the content to deliver a "look and feel" message that fits the product and is crucial to the landing page or minisite's success. For example: an excellent text, which is randomly positioned along with some amateur pictures, could deter the visitors and cause them to leave the page without filling out a contact form.

Forth step: keep the visitor in the page

A landing page that consists of merely contact options and does not contain side bars (as customary in websites), narrows the possibilities of the visitor "leaking" to other pages and forgets to finish the course you aimed for, that is: entering contact details. The more limited the visitors' options are, the more likely they will complete the course they are at, with filling out a contact form.

Fifth step: the professional content phase

Content is king! (so said Bill Gates) and content in a landing page, minisite or in any other web page designed to promote an image, must contain a professional content that leads the visitor to action. A good content consists of a striking title at the top of the page, a textual material aimed at a sale in the middle of the page and calls to action in the relevant spots. The goal of professional content writing is to get the visitors to read your series of messages and understand why it is important for them to fill out a contact form. To put in simple words: a call-to-action.

Get started! And build yourself a winning landing page or minisite.