HOW TO CREATE AN EFFECTIVE LANDING PAGE

Having a website is essential to gain more customers and to compete with the right tools against your competitors.
Each of us, before making a decision about a purchase or a specific service, checks the online world, reading reviews from other people, visiting social pages and the website of the product they are looking for. For this reason, all the tools we use must be managed carefully in order to reach our main goal: acquiring new customers.
In several articles we have already discussed how important it is to define the structure, content and design of the website so that it is aligned with the interest of our potential customers, able to attract attention and consistent with the brand’s values. If you missed them, you can find all our articles here
Let’s start with a crucial question: why have a website? The website is one of the most solid (in terms of longevity) and flexible (editable based on our needs) tools that anyone with a business must offer. The main function of the site is to communicate with our potential customers and current customers, defining our mission, our values and our value proposition, that is, the benefits offered by our products. 
The website allows, at very low costs, to reach a very large audience and not a generic audience that would only cause a useless waste of resources: thanks to the site we will address an audience made up of people truly interested in us, in the features of our product and in the quality of our services. The online world has in fact completely revolutionized consumption logic and the strategies adopted by companies: it is no longer the product chasing the customer, but the customer making their interest in us explicit. What companies must do today is to capture their attention by offering high-quality content. 
A website offers various tools that allow us to effectively achieve our goals: from its structure to the possibility of interacting directly with the user who is browsing our website. Through each of these tools we can obtain an important result: generating conversions. The landing page is a page whose purpose is expressed in its structure, namely to convert the user into a customer. Below I will explain how to build an effective landing page, and what structure and content it must have in order to increase your conversions. 

Literally landing page means "landing page", the page the customer reaches after clicking on an ad, a link placed on another page of your site, or a banner.
First, I want to define the difference between a landing page and a home page.
The home page is the page the user sees right after typing the domain name URL, www.yoursite.com. The purpose of the home page is to briefly but clearly present the company and guide the user in their navigation, placing in strategic positions all the elements and pages within the website. Generally a website has only one home page, and this is one of the many differences with the landing page. 
The landing page must be created with a very specific goal, clearly expressed in the page content; for example, you can create a landing page dedicated to presenting your new book or a new exclusive service offered by your company. It is therefore easy to deduce that a website can have multiple landing pages and that for each one it is possible to customize the URL. A good landing page must follow two main rules:

- Convey a specific message

- Include a call to action (a button that invites your customers to take an action and that generates a conversion). 

Generating a conversion means successfully getting the user to complete an action, which represents one of our goals. For example: downloading an ebook, filling out the contact form to generate leads, signing up to the mailing list to receive newsletters, completing a purchase. So the page must contain a compelling message and a call to action that can encourage the completion of a specific action.
Click here to see one of the fantastic landing pages created by our designers.
Let’s find out in detail which elements a landing page should include:
- The title is the most relevant element; it must briefly define the main message and should be phrased with expressions that are interesting to the reader. The title is the first thing readers see when they land on your page and it must immediately catch the visitor’s attention 
- The subtitle, helps provide more details on what was anticipated in the title and pushes the reader to continue and to complete the intended action. 
- High-quality images and large ones that can stimulate and fully immerse the reader in the content. 
- Page design, content must be arranged in order of importance: place the main message first; leave more space between the most relevant content; define a clean and clear layout for the landing page.
- Relevant content: imagine being one of your customers—what questions would you ask? explain what benefits can be obtained from your product or service and from clicking the call to action placed within the landing page. 
- Call to action, an essential element within a landing page that pushes the customer to take action and reach the set goal. The call to action takes the form of a button or a link that leads to another page. The button must be clearly visible, created with bright colors and in contrast with those of the page itself. Remember that the customer always wants to get something in return: for example, invite them to leave their contact details in exchange for a % discount on the first purchase; or write "download the free ebook" rather than simply "download the ebook". 

NB: To have more chances to keep the customer on your page you can add a chat to get real-time information. You could also add a button that allows the user to share the landing page on their social networks and thus increase conversions. 
Creating a landing page with Flazio is very simple. You will simply need to hide the site navigation menu and then customize the page as you like. Our platform offers you various components that you just have to drag and add to the page; just follow our tips and you’re done! Start creating your landing page now.