In a previous article, we mentioned that 84% of website conversions occur on the first visit. And during this first visit, the average site visitor is only going to stay on your website for about 10 seconds.
That means that’s all the time you have to make a good impression, convince your visitors to stay on your site, and to (hopefully) convert that site visit into a lead.
Meio que coloca uma pressão quando você para para pensar.
But not to worry- landing pages help you do just that. More specifically though, well-crafted landing pages help you to do just that.
So what are they?
In the simplest terms, a landing page is any page that gets traffic from anywhere other than the usual pages on your site (like your Homepage, FAQ, or Contact Us page).
The difference between these “usual pages” though, is that landing pages reel in your audience using content that creates a sense of urgency – like call-to-action buttons and promo pages, for example – and they do it all in one page with a specific goal set in mind: They make your audience take action.
And if all goes as expected, you get to convert your audience and site visitors into leads. This is called lead generation.
As páginas de destino (landing pages) são uma parte crucial de qualquer site, especialmente quando você está tentando construir um público e gerar leads. Elas também são um fator enorme na geração de receita.
What do they look like and when do I start making one?
Aqui está um exemplo de uma ótima página de destino da Unbounce, da qual gostamos muito:
This has all of the right elements you need to execute the perfect landing page: it’s got just the right amount of text (which is really helpful for boosting SEO), and it’s packaged in a way that it’s not too heavy or intimidating for site visitors.
The imagery is great as well, and the placement of the two call-to-action (or CTA) buttons give the visitors just enough cues to sign up for their service. Not too little, but not too much either.
(Dica: a página de destino da Unbounce parece bem sofisticada – talvez até um pouco intimidadora se você estiver tentando replicar um estilo semelhante na sua própria landing page –, mas você pode, na verdade, criar uma página semelhante e tão incrível quanto usando o PBS).
MAKE YOUR OWN LANDING PAGE: If you’re new to design, First Site Guide’s Elements & Principles of Design Cheat Sheet proves to be friendly and reliable for beginners.
Take note though, that Unbounce’s example isn’t the only way you can create your landing page.
You can always go for a simpler, cleaner look, like Uber’s landing page below:
The text’s placement, along with the sign-up forms look crisp and clean. There’s also minimal distractions on this landing page, which prompts its visitors to sign up right away.
MAKE YOUR OWN LANDING PAGE: First Site Guide’s Psychology of Color Cheat Sheet is a huge helA, which can help you balance out the right kind of colors that create a minimal yet classy effect for your landing pages.
You can have more than one
This is a little tricky because you have to learn how to strike a balance, but if you think it’ll help generate more leads, you can actually build more than one landing page. Again, different landing pages cater to different needs.
Veja este exemplo (entre muitos) do MailChimp, que incentiva seu público a se cadastrar gratuitamente em seus serviços:
(It worked by the way, as we use MailChimp for our newsletter service, too).
Take note of the text – it’s straight to the point, and addresses the target’s audience needs in just three simple, albeit powerful words; enough to catch the visitor’s attention, and convert into a lead.
Here’s another from Truila, which helps its users get an estimate of how much their houses are worth.
Unlike the previous examples, Truilia doesn’t offer a catch to their customers in this particular landing page. They simply offer to give the visitor a chance to test out their service.
Again, take note of the copy: no fluff, and it gets straight to the point.
Usually, landing pages like these direct you towards another, one that has more information about what the website is offering. This is also a great technique used to capture more leads.
MAKE YOUR OWN LANDING PAGE: Did you know that “Under Construction” pages count as landing pages, too? This blog post by First Site Guide teaches you how to make one.
More doesn’t always mean merrier
It’s important to remember that the problem isn’t the lack of landing pages per se – but the lack of well-created, successful landing pages.
Qualquer site pode criar um monte delas, mas isso não garante automaticamente conversões de leads bem-sucedidas.
Novamente, o universo das landing pages é bem complexo – portanto, se você tiver condições de investir no estudo da arte e da ciência por trás disso, é altamente recomendável que o faça.
Here are some websites that’ll be really helpful in your journey to creating landing pages
Landing Folio
http://www.landingfolio.com/
Landing Folio is an extensive gallery that’s really useful when it comes to getting inspiration for landing page designs. They also offer some kick-ass, friendly courses on how to perfect the art of creating landing pages. Plus, all the designs are pretty and fun to look at as well.
First Site Guide
O First Site Guide é um dos sites mais completos e úteis da internet, especialmente se você é novo na web e quer construir algo nela. Eles têm recursos que vão desde listas de ferramentas para criação de conteúdo, avaliações e comparações de produtos, até infográficos, tutoriais amigáveis em vídeo e muito mais. Definitivamente útil se você está apenas começando a criar sua primeira página de destino.
Conversion Lab
Apart from the fact that their own landing page is pretty well-crafted itself, Conversion Lab does exactly what they say they do: they help you get conversions. They also help out with testing too, which is crucial to any website that’s trying to raise their conversion rates.
Hubspot
https://blog.hubspot.com/marketing
Hubspot is an all-around help site that lends you a hand in almost anything and everything related to online marketing.
Eles têm uma coleção diversificada de artigos que vão desde a criação de planos de negócios até marketing de conteúdo, inbound marketing e, claro, páginas de destino. É um ótimo recurso para quem ainda é novo no universo do marketing digital.
Conclusão
Páginas de destino podem ser bastante desafiadoras, especialmente se você está apenas começando em qualquer tipo de negócio.
Mas lembre-se de que vale a pena investir seu tempo para aprender como elas funcionam e como criá-las. Por quê? Porque elas geram leads, e leads geram receita.
Take note that digital marketing trends are changing rapidly. You have to keep with these trends in order for your business to not only survive, but to also thrive.
Do you have any other tips or resources that you’d like to share with us? Comment below, or send us an email at [email protected] if you’d like to get featured as a resource in one of our articles.
Boa criação de páginas!