As this is detailed research on digital businesses in Brazil, the product presentation was more elaborated, to explain exactly what the material is about and its importance for digital entrepreneurs.
This LP (landing page) has several different visual elements for each topic, in order to make the explanation more didactic and intuitive. Now, let’s look at each element.
As you can see, the content offered by HeroSpark has high added value.
Before the person provides their data, it is necessary that you offer content that brings some benefit or has some use.
For that, understanding your persona is fundamental. That way, you can offer what she needs.
As stated earlier, having a good sense of who your avatar is will keep you from wasting your time with bad actions.
Thus, knowing age, gender and demographic information is not enough. Always be updated about your avatar: do research, polls in stories and interact.
That way you’ll be able to target your content to each one.
Title and subtitle
Knowing a little bit about copywriting is essential to making a good headline and subhead.
The user’s first contact is with the title and subtitle. Notice in our example how it stands out: alignment, size and clarity grab the attention.
Such text is essential to convert the user into a potential lead. A good tip for this is to use mental triggers.
Imagine you’re in a new place and you don’t have an orientation about where to go and what to see.
That’s how a potential customer of yours will be, if he doesn’t feel guided inside your page. The index, in addition to guiding, also informs the reader whether your material is interesting or not.
Therefore, invest in a simple and straightforward index, with short words and phrases, showing the reader the guidelines that will be covered and even facilitating the user’s time, as he can go directly to the material by clicking the direct access button to the form.
This item is not mandatory, however, an illustrative image or an explanatory and succinct video can help communicate your offer more clearly. Although it is not text, it complements the words of your content.
Also, it’s important that whatever media you load is of good quality and loads fast so you don’t bore the user. Here, avoid using database images and preview their content.
Also, be careful with the spacing between the image/video and the text, so that the page has some “breathing space”.
It’s important that your landing page’s colour palette speaks to your company’s, to mark your identity. Use bright colours that contrast with each other.
Colour should be used in a way that directs the user, not scatters. So, don’t use too many colours or too few colours.
By using text-like background tones, you run the risk of the user losing some important information.
Another tip is White Space! White space rests the eye and is a great alternative to use as the background of the description.
A complete description does not mean multiple text boxes with information that is not necessarily important.
You can have a short and succinct text – with relevant information from your service – bringing more opportunities for the reader to download the material, instead of using very large text blocks with too much information.
You need to convince the reader with information they want to read. Make the most of it to explain what your material contains, bold or in different colours (but consistent with your visual identity) the topics of your content.
Take the opportunity to clarify any possible doubts that the reader would have. Now is the time for you to convince the reader that your material is interesting.
Before or during your product description, use storytelling – tell a story – to win your lead, generating a connection from there. You can even receive emails from these people, sharing common stories. But be careful, don’t linger!
One of the most powerful triggers in the sales world is social proof. People feel more interested in something when other people are also talking about it.
Collect a sample of testimonials from people who have given positive feedback on your material and include it in this part of the page. This way, soon after the reader has read the description, he will find positive comments about your service, which will arouse in him even more desire to acquire it.
Take the opportunity to also include, if applicable, testimonials from authorities, companies that used your material or any news portal that broadcast it.
There is a possibility that you can include an offer that is related to what you are offering.
If the reader – even after having read the description and testimonials – is not interested in your product, perhaps he is not the audience for this offer, but for another.
Then link another offer to one part of the page that is possible for other types of readers.
Here, you must get the information from the leads.
The form must also be short, as it cannot take time and make the user get bored and give up.
Put question boxes with a name, email, phone number, state and any questions you think are relevant to your analysis.
Call to action buttons
The call to action appear from the page title and you can see that, throughout our example, the call to action buttons were always present:
- “I want to download the material”;
- “I want to see the full survey – free”;
- “Download report”;
- “Access the search for free”.
These are phrases that give the user the power of decision, making it clear what kind of action he is taking. They are much more effective than a “sign up”, for example.
If your landing page is longer, it’s important to reinforce these phrases in each topic, always asking the user to take action before reaching the bottom of the page.
Thank you page
A thank you page is a great opportunity to nurture your lead’s experience because it demonstrates care and empathy.
Also, take the opportunity to explain the next steps. Ask him to check his email inbox, give him more information about the event, offer related materials/services, or simply redirect him back to the blog/website.
Lastly, your page should be mobile-friendly. The user experience should be pleasurable on both platforms, but it’s imperative that it works well on mobile. Otherwise, the page runs the risk of not loading or being poorly framed on the device.
It’s not enough just to have a good landing page to generate conversions, you need to know how to advertise it. Here are some suggestions:
Send it to your newsletter subscriber’s inbox if you have a website or blog.
Social networks generate a high rate of engagement. Share your landing page link on your Facebook, Twitter, Instagram, or WhatsApp and Telegram groups. If you haven’t created social media for your company yet, don’t waste your time and do it right away!
Content marketing is good, but it doesn’t hurt to have a little help with paid traffic, especially if you’re just starting out. Ads on Facebook or Instagram, for example, can make the landing page reach your persona faster.
Partner with other companies or digital influencers. You can attract this partnership little by little, linking the company or personality to your content and keeping in touch.
Website and blog
Place call to action at strategic points on your site, such as on banners, links, or on a materials-only page. In addition, you can make a CTA directly on your text, linked to related content.
How can HeroSpark help?
HeroSpark has a handy tool for lead generation. With it, you have all the support to create landing pages for free, with tried and tested templates and structures.
In addition, you also have at your disposal a series of tools for the success of your digital business, such as:
- Lead tracking;
- Unlimited lead base;
- Email marketing flow automation;
- Email Templates;
- Support for showing webinars;
- Metric reports for each step of the funnel;
All this in a practical way: you create your account, choose your funnel and edit your template, eliminating the need for programmers, designers and marketing agencies.