A landing page carries the promise made in the advertisement into detail that the visitor can decide on. If the advertisement describes a particular service and the page that opens starts to introduce the entire company, the visitor will have to search for the answer he/she is looking for again. The focus of the page should be planned along with the campaign it comes from.
Meet the expectation in the first episode
The visitor should be able to understand what service he is seeing, who it is suitable for and what will happen next. Use a title that describes the scope of the service rather than a general slogan. The text of the reference button should also clearly say the action; Requesting a meeting and purchasing directly are different expectations.
Respond to objections in logical order
Determine questions such as how the job works, what deliverables are delivered, and who it is suitable for. Place actual work examples next to the relevant description. Use concrete information that the visitor can review, rather than unverified customer numbers or result percentages.
Shorten the form according to the decision stage
When requesting an initial meeting, ask only for the information needed to prepare for the interview. Making a long project brief mandatory at first contact may create unnecessary burden. Design what will happen when the form is submitted, how the communication will be established, and how to correct it if incorrect information is entered.
Don't just change the button color when evaluating the page. Check for more basic issues first, such as traffic source, message compatibility, form errors, and mobile usage. To see the effect of the design, it is necessary to define the measured action from the beginning; Number of visits and qualified application are not the same thing.
Stay connected on social media and B2B campaign
If technical capabilities are described in the LinkedIn post, the landing page should not start with just the general brand slogan. The scope, example, and next step that correspond to the message the visitor came from should appear. For the mobile user from Instagram, the same offer should be understood on the small screen.
B2B visitors can request technical documents, sample studies or meetings instead of placing an immediate order. Instead of imposing the same big form on everyone, offer a path appropriate to the stage of the decision. Completing the form is not the same outcome as a sale. Quotation form guide clarifies the next work handover, UX writing guide clarifies the action texts.
Frequently asked questions
Why should the message of the landing page and the ad be the same?
The person who clicks on the ad comes with a certain expectation. Seeing a different offer in the first section of the page creates uncertainty; The title, scope and next step should be consistent with the promise made in the ad.
Which fields should be preserved when shortening the application form?
Maintain the information you actually need to evaluate and communicate with the application at that stage. Consider whether it is necessary to ask for details in the first step that may be asked later.
Message and application brief for landing page designer
When looking for a landing page designer, share the promise made in the ad, the target user and the expected application together. Just because the page is shorter does not always mean it is more understandable; The visitor must have access to the information needed to make a decision. The product example, usage condition, and contact step are placed in this order.
We can also plan mobile appearance and form states in Selçuk Aker's landing page design service. Campaign management and results measurement are separate responsibilities. A design change alone does not guarantee a certain conversion rate.
