Now that you have identified your goals and objectives, you are ready to start creating the landing page.
I like to initiate the design process with a content object brainstorming session. Where I think about and write down all the objects that will help support my primary goal and drive conversion.
What Are Content Objects?
Content objects are individual elements that make up a page. On a landing page, they are the page objects that are essential in driving conversion or action.
Example lead generation content objects you SHOULD use:
- Headline
- Call to Action
- Logo
- Imagery
- Phone Number
- Web Form
- Privacy information
- Supporting Message
What content objects do you need on the page to achieve your goals and objectives? You’ll notice that some landing pages contain content objects that don’t support the goals and objectives. Take a second and do a search on Google, click on a few ads, and try to determine the primary goal of their landing page. Look at the content objects on the page and see how they do and do not support the goal.
Example lead generation content objects you SHOULD NOT use:
- Navigation Links to Other Pages
- Excessive Form Options
- Excessive Text
- Excessive Pictures
While these should not be used on a lead generation landing page, they are used on a blog posts.
NOTE: Make sure you consider the content objects you will need for a mobile and desktop landing page. Many times, the content objects you determine for desktop computers will be different than mobile devices. Both should have a set of essential content objects needed to achieve conversion. Think about consumer behavior on mobile and the content objects needed to convert on mobile devices.
