December 2022

attract more customers with your landing page

Sergey Perevozchikov, the commercial editor, published a report on working with landing page texts, selecting authors, and using illustrations. Let’s see.
frontend lead Maria Golova
Maria Golova
frontend lead

Don't bet on text alone

People don’t believe the bare words. You write: “I have implemented many consulting and research projects..” and show off no cases—why should I believe you? The customer wants to make sure that the company or product exists. Show him graphs or financial results.
“You can attract more customers if you start not just talking about the product, but if you show it.”
Keep the context in mindPerhaps the potential customer is in a hurry, or he lazily looks through offers from the phone or doesn’t like to read at all. Whatever our goal is to draw attention to the page, so use illustrations.

Use illustrations right

The illustration should be about the meanings, not just page decoration. A stock photo is not an illustration. A picture from an artist - also is not an illustration.
Look at these examples above. Every graph designer knows this stock pick on the first picture. It does not help to understand what the UI/UX services are. You can show the general view of the working document in progress or the result of real layouts.
All that matters is the meaning the image conveys. You do not need a meaningless picture to sell an online course, but a test drive—a free lesson is a good idea. So the client can know for sure that the course exists and assess the quality. Show the materials and figures—how many lessons, what topics will be discussed, and so on.
Icons—and it is not an illustration too. It does not make any useful sense, just decorate the page.

How most companies make landing pages

  1. The copywriter writes the text and assembles the prototype
  2. The designer selects pictures, draws icons, design
  3. The coder finished the landing page
And we get the landing page about the company and the product. The client sees nothing interesting to him and leaves.

You can make it another way

  1. The marketer studies the product, customers, competitors and comments on the structure and content
  2. The copywriter writes the text and assembles the prototype with an image in which the customer recognizes himself
  3. The designer prepares the design layout
  4. The coder assembles the finished landing page
Now we get a landing page about the client and the solution to his problem. The client recognizes himself and wants that solution.
Note: the copywriter, the author of the prototype, should come up with visualization. Sergey divides all landing page images into two types: design and meaning. Design type is about beauty, and it is up to the designer - for example, a screen-overlay with a beautiful photo. Meanings–about screenshot of the service, photo of a house, smiling people, happy with the product–this is the prototype specialist responsibility.
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