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A few years ago, selling something over the Internet was difficult. Today, at the disposal of marketers a colossal arsenal of technologies and technology tools. Landing is one of them. This is an effective and therefore common way of distributing your goods and services with a small initial investment. This is a landing page or landing page whose purpose is to encourage the visitor to take the next step in the sales funnel.

Development landing page is that in this matter every detail is important. Even the wrong button color, too small or too large font, incorrectly formulated call to action, and so on can reduce the effectiveness of the page.

To take into account all the nuances and provide the customer with a page that will convert visitors into buyers or subscribers, well-coordinated work of a team of copywriters, designers, web designers and marketers is needed. This requirement can be met only by formalizing the process, breaking it down into stages. On how to create effective landing pages and will be discussed in this material.

Landing page prototyping

You need to understand that a landing page is primarily a selling page. Its effectiveness can always be calculated in monetary terms. Its goal is to sell or attract potential customers to make a deal in the future. That is why, at the prototyping stage, a thorough analysis is carried out:
company product;
target audience;
level of competition;
seasonality of the market and not only.
This requires the participation of the customer. Only he can provide information that will help to draw correct conclusions in a short time and without an unnecessary increase in the project budget. The customer also provides the company logo, basic information about its activities.

Writing selling text

Let’s draw an analogy with a restaurant. In any decent catering establishment there is a chef. He practically does not cook, but is a carrier and author of ideas about what should be a particular dish to taste, serve, cost and cooking time.

When developing a landing, the role of a chef is being tried on by a copywriter – the author of the text that will be posted on the page. This is the most important element of the landing page, because it conveys to the reader the main share of commercial information that is important for making the desired decision.

writes the text;
designs the location of auxiliary graphic elements;
forms the overall logic of the page.
The result of his work should be a prototype – a schematic representation of the future site, which gives a clear idea of ​​how it will look, work and sell. The optimal design for familiarization with all the above information is already chosen by the designer.

However, before you submit a prototype to it for development, the result of the copywriter’s work needs to be agreed with the client. This is important, since at this stage the time and financial cost of making edits is minimal.

Design and layout

Continuing the analogy with the restaurant, we can say that the design of the landing page is the design of the hall, which should create a favorable atmosphere for eating. And in the case of catering, and in the case of the development of the landing page, it is necessary to build on the characteristics of the target audience.

The designer must understand the customer’s preferences of the customer’s company, their lifestyle, related interests, behavior patterns and more. All this will help you choose the right color palette, illustrations, highlight the most important blocks and highlight additional information.

After completion of the design, another round of negotiations with the customer is held. However, usually there are no global edits: most often they are asked to change or edit illustrations, swap blocks, etc.

Further, depending on the complexity of the landing page, a frontend developer or layout designer is involved in the work. These specialists face the same task: to turn the layout provided by the designer into HTML, CSS and JavaScript code. There are three criteria for the quality of their work:
code compliance with standards;
site loading speed;
the same page display in different browsers and on different devices.

Connecting analytics counters

The main criterion for landing quality is the conversion rate of visitors into buyers or subscribers. In order for the customer to be able to quickly track this indicator, analyze it and optimize, analytics counters are connected to the site. Good practice is to use Yandex and Google services for this.

Google Analytics is a powerful analytical tool that allows you to thoroughly examine website visitors and their behavior on it. However, it is not perfect. For example, if the task is to understand at what stage of familiarization with the page users most often leave it, Google Analytics will not help.

For this purpose, Yandex.Metrica is used, or rather, its tool “Webvisor”, which actually records the position of the visitor’s mouse cursor while it is on your page, the keystrokes, its actions, and makes it possible to play them. It helps to identify problem blocks in order to edit or delete them.

Testing work

When the landing page has already been uploaded to the customer’s hosting, analytics services are connected to it and all the necessary settings have been made, all that remains is to test its operation in real conditions. The volume of this stage depends on the functionality of the page. There are three main factors that need to be checked.
The correctness of the display. The site should look the same in all popular browsers on monitors with different resolutions. If it is adaptive and should be correctly displayed on mobile devices, then its display and functionality is checked from smartphones and tablets with different screen sizes.
The efficiency of contact forms. Data entry fields accessible to the user should work correctly and safely. At the same time sent applications must reach the customer quickly.
Correct work of uploading data to CRM. If the landing page is integrated with the CRM used by the company, several test orders are executed with different parameters to see if the data exchange is working properly.
Customer participation at this stage is extremely useful. First, it can detect errors and inconsistencies that have eluded developers. Secondly, he can look at the site through the eyes of his customers and suggest possible test scenarios.

What to do next

Landing development is only the first phase of its life cycle. After that, it is necessary to advertise the landing page, attract potential customers to it and process applications received from it. It is equally important to follow the dynamics of the conversion and, while reducing it, make adjustments to the structure and content of the page.

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