How to Create a Landing Page: Design Tips and Essential Features of a Creation Tool

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Check out some practical and easily executable actions that can make a difference when creating your Landing Pages, including the ideal tool

It is possible to create a Landing Page manually, involving design, content and code. But the most indicated is the use of software for the creation of Landing Pages, because, in addition to facilitating the issue of designing and programming codes, it is possible to place the landing pages on the air instantly.

Your Landing Pages are bringing the results you want? Do they generate the conversions you expect for your Inbound Marketing strategy ? If this isn’t happening, you may not be hitting the right hand when creating a Landing Page .

Generally speaking, a landing page serves to lead the user to a conversion. In other words, for it to be successful, the visitor must become a Lead. That’s what you should take into account when creating these pages.

In this post, you’ll check out 10 design tips for creating a perfect Landing Page . Then, Blue World City will show you everything a creative tool needs to be truly useful for your business. Remember, if you want to check out editable Landing Page templates , just check out our free Landing Page Template Tool .

10 Design Tips for Creating a Landing Page

Design is, of course, a key factor in the success of a Landing Page. And by success, we mean generating lots of Leads! Therefore, here are 10 design tips for creating a Landing Page, which involve the good use of visual elements as well as text. Check out:

1. Create simple and straightforward headlines

Copyblogger, a reference copywriting site , says that 8 out of 10 people read only the header of a page . And more (or less): only 2 out of 10 go ahead and read the rest of the page.

The conclusion is simple: the main elements of a page are, in fact, the title and subtitle. But that you already knew, right? The important thing is to take advantage of this information.

These elements, then, must clearly and directly convey the value proposition of your offering. When a visitor arrives at the page, he has to think “what an interesting offer, this is what I need, I’ll read the rest of the page”.

2. Use contrast in color palette

The colors of a Landing Page need to take some points into account. First of all, try using your company’s branding palette. However, it is worth remembering why this page exists: convert.

I say this because, when building an LP, you might conclude that your colors aren’t working. It is essential, for example, that the CTA (call-to-action) button has a strong contrast with the rest, just to draw attention.

An example: if the page has shades of blue and white, put a red in the call-to-action! That cold versus hot feeling tells the reader where to interact and therefore convert.

3. Don’t use links or menus

You’ll get tired of reading it here in this post, but it’s true: the reason it’s a landing page is conversion. Therefore, the smaller the number of click options the reader has at the expense of the CTA button, the better. The less distractions

If we’re not convincing you, think about the following: if you link to your company or a “learn more about the product”, the reader can click and enter that hyperlink spiral that makes us waste hours on the internet. And so it doesn’t go back to LP.

This also applies to menus. We know that on your company’s website it is important to help with navigability, which also conveys confidence to the potential customer. The key, as we’ll see below, is to tell the visitor everything they need to know right on the Landing Page.

4. Tailor the form to the funnel and offer

About the ideal size of the form, I apologize for the pun, but it’s the following: there is no formula. It is not possible to say how many and what information your LP should ask for, as there are too many variables.

The main thing to consider is where your material is in the funnel. If it’s more upscale, it doesn’t make much sense to ask for the person’s phone number or even the position. You will still develop a relationship.

Also assess the relationship of the offer to the form. If you are offering something very valuable, you can ask for more in-depth information. It’s not a good thing to exaggerate, but Lead will understand that you need to give more data in return.

Trust is also a factor. If it’s the person’s first contact with your business, they may not want to fill in too many fields. The secret, like almost everything in Digital Marketing , is to test.

5. The text of the CTA should leave no doubt

We’ve already talked about the color aspect of the CTA, but it doesn’t stop there. However, there is another element on the button as important as they are: the text. In short, it should leave no doubt what will happen when you click it.

Simple and straightforward actions give the user complete certainty of what he will receive in exchange for his information. “Receive eBook”, “Watch the webinar” and “Securing my place” are good examples. You can even put “I want…” at the beginning to reinforce the action.

And it is always to reinforce: deliver what you are promising and never disappoint your Lead.

6. Videos can complement content

A video can help a Landing Page convert more. Although it seems inconsistent with what we’ve talked about focusing on CTA, remember that the video gets embedded on the page. In other words, it is not necessary to go out to find out more.

That way, your offer can become more interesting, as the Lead will have more information. In addition, video is a visually valuable format and can fit perfectly into the Landing Page design.

Consider, for example, having a video showing your product’s features on a test order page. Or maybe testimonials from satisfied users.

7. Value for objectivity

You may feel like giving too much detail about your offer. Sometimes that material was the result of intense production work, or the product you are offering a test for is almost like a child. You already know what we’re going to talk about, right?

That’s right: what matters in the design of a Landing Page is driving the conversion. Be objective and put only what is really necessary. Of course, this varies a lot depending on what is offered, so always test to reach that ideal minimum!

Remember that the relationship with this Lead is yet to be built. His buying journey isn’t over yet, so you’ll still have a lot to say. Always keep this in mind when crafting your strategy.

8. Direct the visitor’s gaze

Use other types of pointers on the site, such as arrows or an image of someone looking at the form. The human eye usually follows these signs and this can influence conversion. The important thing is that this “visual tip” is directed to the form, so that the user doesn’t get lost.

This type of stimulus affects the unconscious of those who visit your Landing Page. This is not a suggestion for him to do something he doesn’t want to do, but rather a reinforcement for him to take the action that the LP was created for. Pay attention when you see a photo on a conversion page: usually, the person is looking at the form.

9. Use social proofs

Many people need a specific type of reinforcement to engage with a Landing Page’s CTA: social proofs. It is, in short, the confirmation that other people entered that page and downloaded the material available there or signed up for a trial, for example.

Provide evidence that other people have bought, downloaded, or found some value in the offer. Use share buttons with data from social networks , number of downloads or even testimonials. In the case of the social networks button, the update is automatic and can generate high numbers.

10. Create a sense of urgency

In general, it is the copy of the page – that is, in the text – that causes the feeling that the visitor cannot possibly miss that offer. This can be done by extolling the qualities, but also by making it clear what he will miss out on if he doesn’t make that conversion.

This fits the idea of ​​FOMO (Fear of Missing Out, or Fear of Being Left Out), widely used in social networks. Furthermore, it is possible to work with a time limitation. For example, add on the Landing Page how much time is left before an offer expires, which encourages the undecided visitor to act faster.

Why Use a Tool to Create Your Landing Pages

Having a Landing Page creator is now seen as essential for companies that do Inbound Marketing. These Landing Pages are pages created within your website in order to generate conversions, as the name implies.

As the idea is to make the visitor go directly and perform an action defined by you, such as downloading an eBook  or asking for a consultation, it is important that these pages have few elements.

This does not mean, however, that creating a Landing Page from scratch is an easy task, as for this you must have, at least, a webdesigner at your disposal. Or, at least, know programming languages ​​to edit the page, buy a template and integrate it with other software.

Doing all of this seems like a big investment of time and money, right? Thankfully, tools for creating Landing Pages have emerged  that reduce this work to a few minutes and increase the productivity of the marketing teams.

However, practicality should not be the only attribute of this tool. As there are several in the market, we bring in this post 9 features that a tool to create Landing Page must have.

The most used tool to create Landing Page in Brazil

In the TechTrends report , produced in partnership with Rock Content, we identify trends in the adoption of tools by technology companies throughout Brazil.

When evaluating the tools for creating Landing Pages, our study showed that 59.6% of the companies surveyed use some tool. Of these, 46.3% use  RD Station Marketing , a pioneering Marketing Automation platform in Brazil that allows the integrated management of actions related to Email Marketing, Landing Pages, Social Networks, Lead Management and much more.

9 Features You Should Look For in a Tool to Create Landing Pages

A complete tool to help you create your Landing Pages needs to have some essential functionality. Below, we list what they are:

1. Easy and flexible editing

A tool to create Landing Page that allows easy editing makes your job much easier.

With it, it is possible to change texts and background colors, insert images, edit the Call to Action button, among other important actions to make your page more attractive to visitors, leading them to conversion.

The drag and drop functionality, present in RD Station Marketing, as you can see above, makes the work even easier.

2. Variety of templates

There are several Landing Page formats — only with a form, with images and description, among others — and, depending on the offer, one may be more suitable than the other.

In addition, special templates, such as those aimed at  commemorative dates, such as Christmas, Children’s Day and  Black Friday , make it easy to make offers. So, when choosing your tool to create Landing Pages, remember to consider the amount of Landing Page templates available.

3. Smart forms

The smart form allows you to request on the conversion pages only what you don’t have information from your Leads . 

This is important because it prevents repeat visitors from leaving your page because they don’t want to fill in the same form again — which doesn’t make sense to him or to you, who would receive redundant information.

We talk more about this in the post Smart form: increase your conversion rates and get more data from your Leads .

4. Social conversion

Social conversion is the possibility for the visitor to download your rich materials by logging in with social networks . 

This is interesting because it does not require filling out a form, as information from social networks is reused. Filling in field by field is an objection that causes many people to abandon their Landing Pages, and social conversion is a way around it.

5. Possibility of integrations with different systems

It is also interesting that the tool allows integration with other systems and tools, to add features that are not available in it. Also, it’s important that the code allows you to add other functionality if you want to implement advanced functions.

Be it native or put code to insert tools. Freedom to enter codes for the case of advanced tools

6. SEO Parameters

Editing title, description, slug and other optimization parameters for search engines is important so that your Landing Pages are ranked on Google and you are more easily found.

Likewise, optimize your tags for social media, after all you don’t want your Landing Page’s title, image and description not to appear (or appear wrong) when shared on Facebook or other social media, right?

Therefore, when choosing the tool, make sure you can configure these details: thank you email, post-conversion email, metatag editing for SEO and social media – title, description, slug, OG title, OG description and OG image.

7. Have HTTPS

Google has made it clearer  that it doesn’t like insecure sites, advocating the adoption of HTTPS. When a website address starts with HTTPS and not the previous HTTP, it means that the page has the SSL/TLS certificate.  

This certificate is responsible for validating the website and encrypting information that the user sends or receives from it. This makes the visitor more protected. In Google Chrome, websites that have adopted the feature have a padlock at the beginning of the address bar.

Non-adopters, on the other hand, may display an unsafe site warning when the user tries to access the page, especially those that ask for personal information, such as email.

And the problems go beyond that, as the tendency is for the search engine to also prioritize safe pages as a ranking factor.

8. Display statistics

The tool should not only allow the creation of an easily customizable and optimized Landing Page, but also facilitate the analysis of its results.

To identify points for improvement, it’s important to know your conversion rates and traffic points for conversions.

So, favor tools that show the statistics of your published pages. RD Station Marketing offers, for example, a ranking with its best Landing Pages by Lead generation per period.

9. Responsiveness

Your Landing Pages must be created to work on mobile as well. If consumers are increasingly using their smartphones to search and shop, you can’t ignore that.

RD Station Marketing’s Landing Page Editor allows you to check how your mobile page will look. Just press a button and check it out.

How to Create a Landing Page in RD Station Marketing

RD Station Marketing is the tool that will help your company to generate more traffic, leads, sales  and relationships. From the beginning to the end of the sales funnel, it offers all the necessary structure to automate and manage your Digital Marketing actions .

As you have seen, one of the features of RD Station Marketing is the New Landing Pages Editor. Next, we’ll show you, step by step, how to build a conversion page using the tool.

To create a Landing Page in RD Station Marketing you need to have an active account. If you don’t have it yet, at the end of this post you can just leave your email address to start your 10-day free trial. That way, after doing a quick setup, you’ll be able to put into practice what you learn in this tutorial!

Once you open the tool, the first thing to do is click on the “Convert” tab and click on “Landing Pages”.

When you’ve built your first LPs, a file will appear. As, in this case, we are talking about your first one, the screen below will appear. Then just click on the “Create Landing Page” button.

Landing Page Templates Available

You will be able to choose from dozens of models already available. They are divided into three categories: “Lead Generation”, “Thanks” and “Social Payment”. Each of these models has its own characteristics, which you can experiment with to see which one works best for your action goal. All are completely editable.

See the screen below:

All Landing Page templates have a title that indicates usability. It is possible to preview before choosing. Check out some of them below:

  • Schedule a visit
  • Schedule your event
  • Software demo
  • New Squeeze
  • Various Thank You Templates

After selecting the template, the actual creation process begins. The first thing to do is name your creation. Once this is done, the editor screen will open.

Editing the Landing Page in RD Station Marketing

It’s time to put your combined designer and developer talents on! The New RD Station Marketing Landing Page Editor has drag and drop functionality . That is, you can select the items you want to add and drag them to the position you want. Take a look:

In the example above, the selected component was “Image”. Note that after dragging it into place, a new menu opens for you to upload the file and make changes.

The total editable components for your Landing Page in RD Station Marketing is 8. They are as follows:

  • Section
  • Line
  • Column
  • Text
  • Box
  • Button ( CTA )
  • Image
  • HTML

The last option allows you to put HTML code in the LP. At the top, there’s also an Advanced Editing option, which lets you tweak the code in CSS, JavaScript Body, and JavaScript Head. Remember to save your progress, even if the editor highlights it when you try to change screens.

Returning to the editor’s main screen, let’s move around in the fields. You can add as many as you want, if the field is mandatory or not, if it is open or with predefined items, check field and configure if it is an intelligent form. In the latter, only the fields that your Lead  has not completed will appear . And, of course, it’s all customizable.

Ah, it is also possible to select the Social Login, which is when the user uses their own social networks to register.

In addition to the Components tab, we have the Page tab, where it is possible to configure the width in pixels of the part that contains content in the LP.

The GIFs we put in this post refer to the appointment scheduling template. The layout naturally changes in the other models, but the systematic is the same. Just hit the Save and Continue button to continue building.

Setting up the Landing Page

The next step is settings. It’s the most technical part, so to speak, but don’t worry: it’s very easy to use. At the beginning of this section, you can select from three options of what will happen when your Lead clicks the CTA button:

  • Page redirect:  The person is taken to a thank you page, for example, something you can also do in the LP Editor.
  • File Download:  The eBook or other material can now be downloaded directly from Lead.
  • No action:  the person just enters the Leads base and will later start entering the nutrition streams.

Next, you will be asked for a name and description for your Landing Page, which will be used by search engines like Google. You will also have to set up a URL. Ideally, it should be on a subdomain of your own website, but if necessary, RD Station Marketing provides hosting for your page.

By clicking on “Advanced Settings”, the menu expands. The new settings that appear are as follows:

  • Show Thank You Message: Shows a message to Lead after conversion.
  • Notify new conversion via email: You will receive an email with every conversion on the Landing Page.
  • Use canonical tag: if you have another LP with a similar offer, you can put the main page URL to unify the SEO authority of  the two.
  • Assign Lead Scoring Activity : The Lead will receive points for this conversion.
  • Send an automatic email to the Leads that convert on your Landing Page ( Marketing Automation ): configure the beginning of a flow right here, with the Lead receiving a new email minutes, hours or days later.
  • Send a subscription confirmation email to Leads: double opt-in is automatic if this option is enabled.
  • Customize how your Landing Page will appear on social media  when someone shares the link: people (or yourself) may want to share conversion pages on their social media, so here you can insert an image to represent it, as well as a title and a description.

It is noteworthy that during the entire process it is possible to preview the result for both desktop and mobile. That way, you can see how your work is coming along. If you think it’s ok, it’s time to publish!

Try creating a Landing Page in RD Station Marketing

Now that you have a tutorial and seen how simple it is, create your first Landing Page in RD Station Marketing. To do this, just start your free trial of the tool. You’ll have 10 days to experience everything it offers, no strings attached!


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