如何创建着陆页：简单的逐步指南

前几天，我正在阅读有关使用的博客文章推销的Twitter. While reading through the post, I noticed an offer for a free ebook about the same thing, and by clicking on it, I was taken to a new page.

This page let me know what was in the ebook, how to download it, and the benefits of this content. I also noticed a few things that separated this particular webpage from others.

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首先，我注意到此着陆页很简单。它并不是很忙，设计似乎直接支持电子书。其次，我注意到所有副本都井井有条，使电子书听起来像是必备的。最后，我了解到只需输入我的姓名和电子邮件地址即可获得这本电子书。

To me, this was a pretty sweet trade. I could access even more information about using Twitter for marketing — for free. I thought devoting an entire page to this offer was a pretty smart idea; That way, it could focus solely on communicating the usefulness of a guide.

This is the glory of using a landing page, which we'll get into in this post. We'll also go over how tocreate a landing pageof your own, step by step. To start, let's talk about what a landing page is and how it can be a useful asset for your business.

着陆页非常适合获取，并且可以轻松适应您的内容策略。如果客户在您的网页，广告或电子邮件之一上看到CTA，则单击它们应将其放在具有要约或服务的页面上。

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通常，着陆页有两种不同的形式：参考和交易。参考登录页面提供了宝贵的信息或您的业务摘要。它们就像您业务的快照一样，而交易的着陆页通常要求访客进行购买或填写表格。

The types of valuable information you could provide to viewers covers a wide range. Some examples of content include a mailing list offer, an online purchase, a free guide for download, or a coupon for first-time buyers.

着陆页是营销和销售策略的有用功能，它们为您的销售团队提供了可能的潜在客户。

For example, if your company is in the technology industry, you can use a landing page to net email newsletter signups for your weekly roundup of tech news. Your sales team can be assured that the viewer who completed that form is a lead that's already displayed their interest in your company's offerings.

着陆页面separate from other pages on your website — such as an about page or a product page — because the specific purpose is acquisition. Through expressive, engaging content, landing pages convey the message that completing a form or supporting your business will provide the visitor with desired benefits.

因此，当您设计目标页面时，请考虑什么将使访客想要提供他们的姓名和电子邮件地址。

作为一个消费者，真正使我想与着陆页互动的是，似乎太好了，无法通过，并且表格使得获得该优惠的优势。

Landing page designs don't have a lot of bells and whistles that are going to distract the visitor. This makes for a quick and easy browsing experience.

确保你的着陆页是有效的,考虑到der making the graphic content less of a priority unless it supports the benefits of your offer. Create copy that engages the reader and is succinct. To help with the design that's successful, choose a landing page template.

现在，您已经清楚了几个最佳实践，让我们谈谈如何使用模板创建着陆页。

如何创建着陆页

We've talked about how effective landing pages are simple and great for acquisition. Now it's time for the fun part: creating your own.

我将带您完成创建独特，干净的着陆页的动议。我用了HubSpot's CMS, but you can use any similar software that offers landing page templates, likeHubSpot's free landing page builder或者Mailchimp.

我喜欢使用模板，因为它们将编码并发症从设计中消失，我可以专注于最大化设计以取得成功。

Let's get started!

For this example, let's say that I'm a marketer for a fictional NASA-esque space corporation, and I've been tasked with making a landing page for a fantasy ebook about space to get children interested in aeronautics. This landing page's goal is to increase leads.

1. Choose a template that will help you achieve your goal.

To build my page, I chose from a list of templates, while keeping my end goal in mind.

Knowing that increasing leads and the customer experience were top priorities, I chose a template that showcased my ebook offer and provided a form. I also wanted a unique, eye-catching structure and a simple design.

除了上面的标准外，我喜欢这个着陆页模板的内容是它被标记为“首发”。作为一名几乎没有设计经验的营销人员，一个初学者级的工作模板听起来像是我的小巷。

2.命名您的着陆页，以便稍后可以找到它。

接下来，最好命名您的着陆页。如果您打算在同一系统上存在多个页面，请确保命名每个将一个设计与未来页面区分开的内容。在此示例中，我决定将其命名为“电子书提供一本”。

That way, when I check on the performance of this particular landing page, I'll locate it easily on my dashboard.

3.根据希望观众首先看到的内容设计页面布局。

After labeling your landing page, let's start designing. For this step, I was able to use a drag and drop editor. I'd decided that it was important for the leads to see the eBook's cover, an engaging description, and the form.

作为视觉学习者，拖放编辑器是一个梦想成真。我可以花更少的时间尝试学习可以解决这些元素的代码，并更多的时间可视化铅的体验。我可以查看如何显示标题副本，以及它是否有效地保持观众的参与度。

4. Communicate the benefits of completing the landing page to the website visitor.

Somewhere on my landing page, I wanted to provide short, impactful blurbs of value that would ultimately persuade the reader to complete the process.

The three columns at the bottom of the form communicate the value of my ebook. These columns each had their own engaging icon that was colorful, professional, and clean. I used the text to communicate a main benefit, then described it in a sentence below.

5. Personalize the page so it's unique to the purpose and your brand.

The next step is sort of a "Choose your own adventure." Here, I added elements that would fit with the brand of my imaginary company. I uploaded a logo image and made sure the colors were consistent throughout.

I wanted to make sure the text stayed black and white to match my logo and the images didn't disrupt the usability of my webpage. This choice makes the page look professional and functional.

Once you're satisfied with the layout and design, it's time to move on to the final steps.

6. Test your landing page for dynamic content and user experience.

Becausemobile phone usage is increasing each year，最好测试您的页面以确保其动态。当您的页面“动态”时，仅表示网页上的内容会根据用于访问内容的屏幕类型自动调整。

Here, I tested my landing page for formatting on mobile. I wanted to make sure that the content was still displaying neatly and professionally, despite being shown on a different screen type than the one I used to create the page.

如果您使用CMS制作着陆页，请检查软件是否提供动态内容选项。bob电竞官方下载例如，如果您发现所使用的徽标不会在较小的屏幕上出现那么精美，则可以进行必要的调整。

7. If you desire, run a test to analyze page performance before making it live.

最后,考虑运行一个测试页面上。测试工程师ting can show variations of your page to audiences and analyze which variations perform better. In this case, the winning page would have the most conversions.

With the software I'm using, I can choose to run an A/B test or adaptive test. Both of them achieve the same goal, with the only difference being that the first runs two different versions and the latter runs many.

These tests will be running with a real audience, so make sure your pages look publish-ready before you begin. Be sure that the form fields work and your copy is free of any typos.

After completing these steps, your landing page is complete. I bet it looks fabulous. Now, let's talk about how to get your landing page seen.

How To Get Traffic Using Landing Pages

登陆页面只有在收到交通时才有效。您可以通过几种方式增加页面的流量。

For instance, you can build CTAs that link to your page and drop them in related content. If I were to create a CTA for my landing page, for example, I would include a line of text that hyperlinked to my landing page in a related blog post.

例如，查看该CTA如何直接登陆页面适合有关产品营销的HubSpot帖子：

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This CTA relates to the topic, product marketing, and fits in nicely with the post's introduction. It doesn't interrupt the flow of the piece but allows for a chance to get more downloads.

I would also add a similar CTA button to the bottom of my blog post, shown below, or add it to email newsletters. In addition to blog posts and emails, a great way to drive traffic to your landing page is to promote the offer within the page on social media. This increases visibility without spending extra money.

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Remember to optimize your landing page for SEO. Most CMS software is really good at pointing out SEO opportunities for web pages. Optimizing your page could get more traffic from queries on search engines.

For example, to optimize my space ebook for SEO, I would make sure the ebook has an engaging, yet relevant title. I would also tag the post with relevant keywords in order to boost visibility on search engine results pages.

How have you recently seen a landing page promoted? I've seen some while scrolling through LinkedIn and in email newsletters. After I dig into this ebook for using Twitter for business, I'm going to try my hand at creating another — after all, you can never have too many opportunities to earn more leads.