5. Designing an Impressive Landing Page
To design an impressive landing page, focus on many factors. Both aesthetics and content matter. Below is an important formula for creating a professional and engaging landing page:
AIDA Formula for Sales Page:
For information-gathering landing pages, the introduction is the most important part. In this case, we can place the offer and registration form at the top of the page. But, for sales landing pages, asking for customer information right from the start may be too early. We need to provide them with more information before they make a decision.
The AIDA model has four stages: Attention, Interest, Desire, and Action.
When using the AIDA model for landing pages, you must:
Capture customers' attention to the brand.
Spark their interest in the product or service.
Evoke their desire for it.
Encourage them to try or buy it.
Attention: Attract Attention
In the landing page's intro, you must capture customers' attention. You need to engage them with your message. Showcase the features that impress them in a way that sparks curiosity, prompting them to stop and engage with the information. The messages conveyed need to be well-crafted, as the lasting impression of the first contact with customers is extremely important.
Interest: Create Interest
After customers receive your messages, spark their interest. Show your product or service through images and videos. They should illustrate its real-life uses. You should list the benefits that the product brings to customers. Understand your customers' problems. Create content that resonates with them. The goal is to keep customers engaged for as long as possible. If many customers follow your info, you've succeeded. This is true, even if they haven't converted yet.
Desire: Evoking Desire
At this stage, provide more specific info to customers. They want to see how your solution can solve their problems in a short amount of time. Customers seek better, modern solutions. Describe the features of your product and state the benefits of each feature. You should highlight the features that most impact potential customers' emotions. Then, show them you can solve their problems. Explain why they should choose you over your competitors.
Action
After letting viewers follow your whole story, place the registration form and call to action (CTA) here. Once you have generated sufficient interest, excitement, and desire, you should take the initiative to guide customers toward the actions you want them to take.
Registration Form: It needs a title to describe its purpose. You should convey the urgency and scarcity of the product, service, or promotional program you are offering to encourage customers to take action. Try to only ask for the essential information you need to run effective marketing.
CTA: It must accurately describe what customers will receive when they click this button.
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