How to define the structure of your landing page
One boa estrutura para sua landing page é crucial para o sucesso de uma campanha de digital marketing. Uma página bem organizada não só atrai mais visitantes, como também aumenta as chances de conversão. Neste artigo, vamos explorar as melhores práticas para estruturar sua landing page e garantir que ela atenda aos objetivos do seu negócio.
Create a Catchy Title
The title is the first impression that the visitor will have when accessing your landing page. It should be attractive and straight to the point, clearly showing the value that the page offers. A good title can generate curiosity and at the same time communicate the main benefit that the user will receive.
Think of keywords that accurately relate to your page’s content and target audience. Use numbers and action words to make your headline more engaging and persuasive. Remember, your headline should be short, preferably between 8 and 12 words, to ensure it is quickly read and easily understood.
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Additionally, consider using techniques to copywriting to create an attention-grabbing title that encourages the reader to explore the page's content further.
Use Clear Subtitles
Clear and descriptive subheadings are essential to guide visitors through your landing page efficiently. They should divide the content into logical sections, making it easier to read and understand the information.
When creating subtitles, use relevant keywords que descrevam o conteúdo da seção subsequente. Isso não só melhora a experiência do usuário, mas também contribui para a otimização SEO da página.
Additionally, clear subheadings help visitors quickly find the information they’re looking for, increasing the likelihood of engagement and conversion. Keep subheadings short and direct, and ensure that they accurately reflect the content described below.
Finally, use visual hierarchy with different font sizes or styles (such as bold) to highlight subtitles and make them more visible, providing an organized and easy-to-navigate structure.
Add High Quality Images
High-quality images can transform the look and feel of your landing page and positively influence the user experience. They help capture visitors’ attention, convey your main message, and make your content more engaging.
Choice images that are relevant to the content of the page and that clearly illustrate the product, service or benefit offered. Avoid using generic or low-quality images, as this can negatively affect the visitor's perception of your brand.
Make sure the images are web optimized to ensure fast loading times, thus improving page performance and user experience. Use formats such as JPEG or PNG and compress images to reduce file size without losing quality.
Also, don't forget to add alternative text to images, as this improves accessibility and contributes to SEO optimization, helping search engines understand the visual content of your page.
Finally, use high-quality images strategically throughout the page to illustrate important points, support the text content, and make the landing page visually appealing.
Include Testimonials
Testimonials are a powerful tool for increasing credibility and trust on your landing page. They provide social proof, showing that other people have tried and approved your product or service.
Choice authentic testimonies e detalhados de clientes satisfeitos. Eles devem destacar como o produto ou serviço resolveu um problema específico ou ajudou a alcançar um objetivo. Fotos dos clientes e informações como nome e cargo podem adicionar um toque pessoal e tornar os depoimentos ainda mais críveis.
Strategically position testimonials on your landing page. Placing them near CTAs (calls to action) can encourage visitors to take the desired action, such as filling out a form or making a purchase.
For greater impact, include testimonials that cover different aspects of your product or service, such as quality, customer service and results obtained. This provides a comprehensive overview and helps to convince a wider range of visitors.
Finally, keep the testimonials updated and add new ones regularly. This shows that you have an active and satisfied customer base, reinforcing the reliability of your business.
Use Visible CTAs
To the calls to action (CTAs) are crucial elements on a landing page, as they direct visitors to take the desired action, such as filling out a form, making a purchase, or subscribing to a service. To maximize the effectiveness of CTAs, it is essential that they are visible and attractive.
Place CTAs in strategic locations, such as at the top of the page, after important sections, and at the end. Use contrasting colors to make them stand out visually from the rest of the content.
Keep the CTA text clear and direct, using action verbs that encourage an immediate response, such as “Download now,” “Subscribe today,” or “Buy now.” Remember to connect the CTA to the benefit the visitor will receive by taking the action.
Also, consider using visual elements such as arrows or icons to further draw attention to the CTA. Ensuring that it is clickable on mobile devices is equally important, given the increasing number of users accessing the web via smartphones.
Finally, test different versions of your CTAs to see which ones drive the most conversions. Small changes, like the color of the button or the text used, can make a big difference in your results.
Optimize for SEO
SEO optimization is essential to increase the visibility of your landing page in search engine results, attracting more organic visitors. To do this, you need to follow some fundamental practices.
Start by doing some research on relevant keywords related to your product, service or landing page theme. Incorporate these keywords naturally into the title, subtitles and throughout the content, without overdoing it to avoid penalties from search engines.
Make sure your page has a HTML structure with proper heading tags (H1, H2, H3), lists, paragraphs and images with alternative text (alt text). This helps search engines better understand the content of the page.
Make sure your landing page has Friendly URLs and descriptive, reflecting the content and including important keywords. Avoid long URLs full of numbers or special characters.
Loading speed is also a crucial factor for SEO. Use performance analysis tools to check your page loading time and optimize it by compressing images, enabling browser caching, and minifying CSS and JavaScript code.
Finally, link internally to other relevant pages on your site and seek out quality links from other sites. These links help build authority and relevance in your niche, improving your position in search results.
Simplify the Form
Simplifying your landing page form is essential to increasing conversion rates. Long, complex forms can drive visitors away, while short, straightforward forms encourage users to complete them.
Just ask for information essential. Request the minimum data necessary to complete the desired action, such as name and email. Too many fields can be a barrier and discourage visitors.
Use a clear and organized layout, with concise labels and instructions for each field. This helps users quickly understand what is required, reducing the friction of filling out the form.
If possible, include optional fields for additional information. This way, anyone willing to provide more data can do so, without it being mandatory for all visitors.
Additionally, implement a responsive design that works well on mobile devices. Many users will access your landing page via smartphones, and a complicated form can lead to page abandonment.
Finally, add a thank you message or an immediate visual confirmation after submitting the form. This provides a good user experience and confirms that the action was completed successfully.
Use Social Proof
Social proof is a tool that shows visitors that other people trust and benefit from your product or service. This increases the credibility of your landing page and encourages new conversions.
An effective way to use social proof is through customer testimonials. Include positive reviews from satisfied customers, preferably with photos, names, and job titles. This humanizes the feedback and makes it more authentic.
Show user numbers or sales is also a powerful strategy. Reporting that “over 10,000 satisfied users” or “300 products sold daily” provides a sense of your reach and success.
If your company was mentioned in media, include logos or quotes from reputable media outlets. This adds an extra layer of trust by showing that your business has been recognized by a trusted third party.
Another option is to present reviews and ratings. Se você possui avaliações altas em plataformas como Google, Trustpilot ou qualquer outra relevante para o seu setor, exiba essas classificações na landing page.
Finally, highlighting success stories and detailed case studies, you can show concrete results that your product or service has provided to customers, highlighting the effectiveness and concrete benefits offered.
Ensure Loading Speed
Ensure your landing page has a high loading speed is crucial to providing a good user experience and improving your conversion rates. Users tend to abandon pages that take too long to load, resulting in missed opportunities.
Start optimizing your images. Use efficient image formats like JPEG and PNG, and compress your images to reduce file size without sacrificing quality. Tools like TinyPNG or Photoshop can help with this compression.
Keep your clean code and organized. Minify CSS and JavaScript files to remove unnecessary whitespace, comments, and code. This helps content load faster.
Use a cache system. Caching stores versions of your pages so that they don't need to be completely reloaded on each visit. Caching plugins are available for most content management systems, such as WordPress.
One content delivery network (CDN) can distribute your landing page content across servers around the world, reducing loading times for visitors who are far from the main server.
Finally, avoid heavy resources e scripts desnecessários. Anúncios, vídeos autoplay e plugins podem deteriorar a velocidade de carregamento. Analise regularmente o desempenho da sua página usando ferramentas como Google PageSpeed Insights para identificar e corrigir problemas.
Engaging and Direct Text
Engaging and direct copy is essential to capture and maintain the attention of visitors on your landing page. It must be clear, concise and targeted to convert visitors into customers or leads.
First, know your target audience and speak directly with him. Use language that resonates with his interests, pains, and needs. Avoid jargon and technical terms that may confuse or alienate the reader.
Keep the text short and to the point. Visitors often scan content rather than read it word for word, so short paragraphs and direct sentences are most effective. Use bullet points and lists to highlight important information.
Use action words that encourage the user to take the desired action. Verbs like “discover,” “learn,” “buy,” “download,” and “try” are examples of words that can increase engagement and conversion.
Incorporate social proof and testimonials throughout the text to provide credibility and build trust. Stories from satisfied customers and success statistics can reinforce the message and persuade new visitors.
Finally, review and edit your copy to eliminate redundancies and ensure that every word contributes to the goal of your landing page. Clean, focused copy is more likely to engage readers and drive conversions.
See also: 10 Strategies for Building Landing Pages for Courses
