How To: Create a Landing Page

Why do I need a landing page?

1. To capture interest and generate leads. During your pre-product or pre-launch stage, it’s essential to test demand and build a network of potential customers. When you are ready to push your product or service, you’ll already have a list of willing and interested leads to contact. Then you can use Xtensio’s one-pager template, fact sheet template or pitch deck template to create a strong case and attract interested investors and stakeholders.

2. To test assumptions about your core offering. Landing pages provide a great opportunity to test your assumptions about your product/service, your messaging and your target audience. Once you analyze the response level, you can optimize your page. Some questions you might consider when building your lead generation page are:
   • Are you conveying the core benefit of your product/service effectively?
   • Is there a way to simplify your message in order to convert more visitors?
   • Does your messaging appeal to your target audience?
3. To learn about specific audience segments. There are several ways you can use your destination page to test how a specific segment of your audience responds to different messages. You can take an alternative approach to your core offering or A/B pricing options or special offers. These special offers can include seasonal tests like holiday campaigns or short-term offerings attached to a targeted ad campaign. You can take the data from your test and use it to create user personas and compare your customer segments with the persona comparison template. 

Overview Header

Spark Interest From The Start

Quick Stat: You have only 8 seconds to make a compelling headline.

Quick Stat: More than 90% of visitors who read your headline also read your CTA Copy. (Source)

Pro tip: Check out out the brand positioning canvas and lean canvas to align your team, pinpoint your value proposition and brainstorm on a catchy headline.

About Your Company

Introduce Yourself

You should briefly describe your company or service so visitors understand who your company is. Remember that this description should be as concise as possible; there are other places and opportunities for you to elaborate on all the benefits of your product or service, and you don’t want to detract from the call to action.

Features & Benefits

Highlight Your Value

List the top features of your product/service that will benefit your potential customers in order to learn more about them. For example, if the purpose of your landing page is to target a specific user segment by describing the product offering, then this is an opportunity to test what value proposition resonates most with that particular audience.  By testing certain benefits over others, you can gain valuable insights to guide your marketing efforts.

Testimonials & Company Logos

Don’t Take Our Word For It

Careful! Don’t use fake testimonials or stock photos of people providing them. Potential customers have an excellent gauge for what’s genuine and what isn’t. If you don’t have testimonials to provide, leave them off your page until you do get some.

Call to Action (Reprise) & Footer

Close The Deal

Call To Action (Reprise)

Make it convenient for your visitors to sign up. Including a second call to action is an opportunity to use a different version of the first one and gives you a chance to end the lead capture page with an appropriate closing statement.

Footer

Make sure the contents of your footer don’t detract from your primary call to action. Making your footer too large or including multiple links here might complicate the purpose of your destination page, risking that visitors will navigate away from the page without answering your call to action.

Final Thoughts

The Landing Page Creator is not set in stone. Like other Xtensio tools, the template should be repurposed, revisited, and revised. Test, optimize and retest to reach the ultimate goal of the lead capture page, getting visitors to answer your call to action, whatever it may be.