It's no secret that one of the ways to fight for a client is advertising. It can have a wide variety of manifestations, but the main goal will always be the same - the attention of the audience. Recently, so-called landing pages have become widespread on the Internet, designed to attract users and turn them into buyers, customers, subscribers and other groups of customers loyal to the company or product. This type of online advertising is very effective and is often one of the main factors in gaining the trust of a large audience. In this article, we'll go into detail on what a landing page is, how it works, and what you need to know about in order to create a successful landing page.

Landing page: concept and reasons for creation

Surely you have come across this phenomenon more than once while surfing the Internet. Perhaps you just didn't know you were dealing with a cleverly disguised ad product. However, after reading the article, it will not be difficult for you to recognize it. So what is a landing page? The term comes from the English landing page and translates as "inbound / landing or selling page". It is a web page containing important information about a product or service, and is used to enhance the effectiveness of advertising and increase the audience. They get to it simply - through an Internet ad banner or a link in a search query. Often, the transition to the landing page is carried out from email newsletters, social media, as well as various advertising campaigns in search engines.

The reasons for creating a landing page are obvious. They can be roughly divided into three groups:

• encourage the user to subscribe to the newsletter or simply register on the site;
• push to download or install any software;
• sell a specific product in terms of a promotion, sale, etc.

If we summarize the above reasons, then we can formulate the following purpose of the landing page: to turn an ordinary visitor into a buyer / subscriber and encourage him to take any specific action. I must say that the landing page does an excellent job with this.

Landing page classification: types and types

We figured out what a landing page is and what it is for. However, it is important to know another thing - how it looks. There are several options for creating a landing page.

Landing page types

Let's take a look at the most popular types:

• main site;
• microsite;
• autonomous.

Some companies set aside several pages of their main site to create a landing page. Such an implementation takes place, but in most cases it is ineffective. This is due to the large number of navigation elements in the site design, which distract the user's attention from the advertising page.

A separate microsite, consisting of three to five advertising pages, will be more effective in this situation. They contain, at least, information about the product / service (only the most necessary), many attractive pictures, video clips. A microsite is commonly used to host promotions by large companies.

The most popular type of landing page is the standalone landing page. It is also called CTR landing page. a detailed advertising offer, the main task of which is to induce the user to take an action right now. The Clickthrough rate prefix means click-through rate (the ratio of the number of people who went to the page through the banner to the number of its impressions). Its main attributes are minimalistic design, inviting slogans, emphasis on the advantages of this offer, large buttons, countdown timers. Such a page is considered the most effective method of attracting users.

Landing page types

There are also several main types of landing pages. This is:

• viral;
• lead pages;
• advertising.

The viral landing page contains no explicit advertisements. Here it is disguised as an article, video clip or game, while the company logo is usually located somewhere in the corner / side and "acts" unobtrusively. In this case, the effect is achieved due to the user's getting used to interactive entertainment, which as a result creates subconscious trust in the company / brand.

Lead page is used, as a rule, in the course of marketing research. It helps to collect information about the target user of the product / service through tools such as questionnaires. Then, based on the data received, an effective proposal is formed.

An advertising landing page is an aggressive form of influence on a visitor. It contains a large amount of graphic, textual information, video material. It is aimed at encouraging action through a powerful flow of informational influence.

Landing page creation: basic rules

Before talking directly about creating a landing page, you need to understand what a landing page is from different points of view. At least three sides can be distinguished here:

• technical - a web page consisting of various elements (HTML, CSS, texts, graphics, videos);
• business - a page that pushes the visitor to a specific action in order to obtain benefits (purchase / subscription);
• user - a page that he came to through a link from a search engine / another site / through a banner.

Considering all these aspects of a landing page, we can formulate the main criteria by which a good landing page can be built. And the first thing here is the call to action, or call to action. In order for it to work, the following rules must be observed:

• be clear - clearly tell the user what he needs to do and what he will receive as a result;
• limit the number of calls - the fewer there are, the faster the visitor will perform the desired action;
• have additional information in stock - it eventually becomes a decisive factor for making a final decision;
• use buttons - they should be visible and encouraging to click.

However, before seeing the call, the user must linger on the page. To do this, you need to use the correct headers. They must meet the following requirements:

• be simple and short;
• be attractive in terms of design (layout, font);
• be capacious, contain relevant words.

It is also important that the page itself is pleasant and understandable to the user. To do this, it should be made as simple and convenient as possible, but riveting attention. What is important to observe:

• all the elements of the landing page should prompt action;
• There should be one main call to action on one landing page;
• there should be a lot of "air" (free space) on the page itself;
• elements should be located in a clear logical sequence;
• use graphic elements to guide the gaze;
• it is desirable to separate parts of the page with contrasting colors.

In addition, there are a number of additional techniques that will make your page more efficient. What is a landing page if not a motivator for immediate action? And to make it at the moment may be prompted by any restriction - lack of time, product, etc. To create a sense of urgency, place on the page countdown timers for the time remaining until the end of discounts or a counter for the number of available products.

Another important point is to convince the user of absolute safety and reliability when performing any actions. To do this, post social data from reputable web services on the page (for example, the number of likes on "VK" or "Facebook"), do not use fake reviews and statuses, set trust elements next to calls to action.

By following these simple but important tips, you can create an effective landing page.

Conclusion

Advertising is the engine of any business. On the Internet, it takes on special forms and manifestations. In this article, we looked at what a landing page is and how it works for a business. We also learned about what it is like, what it includes, what rules you need to follow in order to create a good landing page. Use the suggested tips in order to compile a landing page for developing your own business. Good luck!

What is a landing page and what are its features? How to quickly create a cool landing page with high conversions yourself? Which landing page builders are popular now?

Hello dear readers! With you one of the authors of the business magazine "HiterBober.ru" Alexander Berezhnov.

And I decided so - I'll tell you about landing pages, about the basic techniques that I used when creating them. Here are some examples of good one-page sites. And each of you will draw conclusions for himself. Deal? Let's start then.

The topic of creating a landing page is not easy, but very relevant and interesting. Knowing how to do this, you will be able to make money in different ways, for example, how. By understanding this direction, you can start your small business simply by selling goods or services through the landing page.

1. What is a landing page - an overview for beginners

Hundreds of articles have been written on the topic of creating landing pages. It is difficult to "cram" all the advice, all the experience into one material. But I will still try to tell you about the most important thing about the landing page.

Landing page Is a one-page site or just a page, the purpose of which is to encourage users to take some action: buy, subscribe, call, leave a request.

Landing page literally translates from English: "landing" or "landing page".

You have probably seen such one-page pages on the Internet.

Why landing pages are made:

1. They motivate well. the visitor to take the desired action.
2. They are designed quickly. And they often cost less than a regular website. Another plus: you can create a landing page yourself.
3. Landing page is easy to redo- improve, change, add missing information.

Landing pages are created for:

1. Product sales. To do this, use the calls: "buy", "leave a request", "call".
2. Collecting information. Here visitors are offered: "subscribe", "learn more."
3. Distribution of software- sale of software.

Landing page and sales funnel

Funnelsales Is the process of selling a product / service. At each stage of this process, a part of the people - potential clients of a commercial company - is eliminated. We have a separate article on our website about.

The landing page sales process looks like this:

• 100 people saw a link to the landing page;
• 40 users followed the link;
• 10 people left an application;
• 2 people bought the product.

Out of a hundred - two sales. Recoil - 2%. This is not a bad option. Not perfect, but not losing either.

The sales funnel looks like an upside-down kitchen funnel: wide base and narrow neck.

The widest part is going to the page. At this stage, we test the work of contextual advertising, messages in social networks, publications on other sites. Determine the CTR.

CTR- the ratio of the number of clicks to the number of impressions. Measured as a percentage.

The middle part is the application. We analyze the effectiveness of the landing page - its design, text part.

The narrow part is processing orders and selling. Here we evaluate the work of living people - operators, managers.

When analyzing a landing page, another indicator is calculated - EPC.

EPC- This is the average indicator of earnings from one thousand visits to the landing page.

The higher your ROI, the more effective your ad campaign will be.

When is it necessary to create a landing page?

Below we will consider a number of cases when you may be faced with the need to create your own one-page page.

People who are just starting to get acquainted with the principles of e-commerce are most often interested in what a "landing" is. This concept is mentioned in passing in informational articles and reviews, but its features, advantages and disadvantages are ignored. Although many large companies have long adopted it and managed to use all the opportunities that a landing page gives for business.

What is a landing page?

It is easy to guess that the concept of "landing page" has a foreign origin.

Landing page literally means "landing page". This is a one-page site, a business card site or the main page of the main site on the Internet, the main purpose of which is to push the user to perform a certain action. As a rule, an action is a subscription to a newsletter, registration on the site, purchase of a product or service.

So far, the word "landing" and, accordingly, the phrase "landing page" is not found in educational marketing literature. And this word has not yet been recorded in dictionaries. There is a second spelling option, namely "landing". But it's worth noting that this is a less common form. This conclusion is based on data from Yandex Statistics - 1 million requests versus 120 thousand.

If we consider the purpose of landing pages, then they are created for:

• Sales of a specific product or service.
• Collecting information about the target audience.
• Distribution of software and information products.

But, despite the purpose, the purpose of such sites is the same - to increase the level of sales. With its help, a 20-30% increase in orders is achieved, especially if the business has one of the following specifics:

• Sales of goods or services in the lower and middle price range.
• B2B sales.
• Network business.
• Production of products.
• Sales of unique, specific products.
• Infobusiness.
• Sale, rental, purchase of real estate.
• Tourist services.
• Beauty salons, fitness clubs and other services related to the category "Health and Beauty".
• Transport services, etc.

From the list presented, it is clearly seen that landing pages are suitable for almost all areas of entrepreneurial activity. Moreover, they are attractive not only for their efficiency and versatility, but also for their low implementation cost and simplicity of split testing, which can be replaced by multi-landing.

Multi-landing is a page with dynamically changing content that adapts to a specific group of users. Anything can change: title, text, contact details, and more. This feature allows you to divide the total mass of the target audience into small groups and make the site as personalized as possible.

Landing page types

Before development, the main characteristics of the landing page are established, including its appearance. The classification is based on their size required to post information about a company or its product.

Landing pages are:

• One step - one step. One-step landing is a classic version of websites consisting of one web page. Their main goal is to attract and “warm up” leads.
• Two step - two-step. Two-step pages are less common, but equally effective. A two-step landing page is a stand-alone page that offers the visitor several options. By choosing one of them, the client is taken to an additional page, which can be represented by a form for placing an order, subscribing to a newsletter, etc.
• Long page - long pages. Long page means that the landing page scrolls down two or more pages.
• Short page - short pages. The short page is one screen in size and cannot be scrolled. A short landing page should only be used by well-promoted brands that do not need to be introduced to users, or as a tool for redirecting to other pages of the site to collect the necessary information.

How much does a landing page cost and how to order it?

If the idea of ​​introducing a landing page has already matured, then the question of the cost of this "pleasure" remains open. The price for a landing depends on how it was developed. There are only two of them: independent and with the involvement of specialists. And, naturally, the development of a site by specialists will be much more expensive.

For example:

• The average cost of a landing page for freelancers is 5,000-20,000 rubles.
• Design studio services - 50,000-100,000 rubles.
• Landing page development by a reputable agency - 100,000-500,000 rubles.

You can create a landing page from scratch on your own, but it will take more time and effort, in particular for training. And again, it will not work for free to implement the idea, since one way or another you will have to attract a programmer or buy a paid template. It will be especially problematic for those who do not even have basic knowledge of website development.

To order a landing page from a specialist, first determine the budget that the company has. And already starting from this, look for an artist. If this is a freelancer, then register on the exchange. If you are an agency, look through the portfolio and reviews of the work. Further, the scenario will develop according to a single scheme:

1. Filling out the brief (technical task).
2. Coordination of basic wishes and preferences with the performer.
3. Signing a service contract.
4. Prepayment.
5. Evaluation of work and launch of the page on the network.
6. Full payment for the service stipulated by the contract.

The final price depends on many criteria. Before signing the contract, the contractor draws up a preliminary estimate, with the help of which the estimated cost of the work is determined. The main factors influencing the final price can be:

• The structure and design of the site (the more complex, the more expensive).
• Content (unique selling text and photos can be priced up to $ 1,000).
• Customization.
• Specificity and features of the business.

If you have basic knowledge in the field of website creation and a conscious understanding of what landing pages are and what they are for, then it is more expedient to opt for self-development. In practice, this is not as difficult as it seems at first glance.

How to create a landing page for free?

The landing page contains the same elements as a regular website. The only difference is that it consists of one (maximum two) pages, and the methods of its construction are not much different from the usual website development.

Real ways to get a landing page for free:

• Create a website or buy a ready-made WordPress template.
• Use a specialized constructor (generator).
• Download a ready-made template and "rewrite" it in accordance with the individual characteristics of the company.

When you create a page yourself from scratch, you will need not only knowledge in the field of web development and design, but also the ability to choose the right content. Very often, the text that is placed on the page is treated with disdain. While the conversion rate directly depends on it.

For beginners, it is easier and faster to launch a landing page using special constructors. They are free, shareware, and paid. Shareware is a program in which some options are available to the user only after purchasing a subscription. But even if you use a free builder for development, you still have to pay for the domain and hosting on which the site will be stored.

Landing page design and structure

Landing page design is highly appreciated by specialists and here's why. The design of the page determines whether the user scrolls through it to the end and does what is required of him. Good design will guide the client from the headline to the feedback form, leaving only positive emotions after viewing. Bad design will force the user to close the page after 15 seconds of viewing.

Features of a good landing page design:

• Simplicity and brevity.
• Blocky content delivery.
• Bright graphics.
• Logical page structure.

In addition, the design must fully match the content of the page. Heavy blocks with black monograms for a transport company page are not the best option, to put it mildly.

As for the structure of the page, it has long been worked out by specialists. No need to rack your brains and "reinvent the wheel", you just need to build the landing page in a clear sequence.

Landing page structure:

1. catchy headline;
2. Product Description;
3. Benefits;
4. special offer;
5. order form.

Complete the structure with product reviews and question-and-answer blocks. The main thing is brevity. After all, the rule of Steve Krug "Don't make me think!" still relevant.

13 commandments for creating an effective landing page

Experienced specialists who are professionally engaged in the development of selling pages have their own strategies for creating landing pages with high conversions. And none of them is in a hurry to reveal their secrets, otherwise the demand for their services will simply disappear, as well as a stable income. But, nevertheless, there is a list of recommendations that help to increase the conversion rate.

Rules for creating an effective landing page:

One landing page - one product

To get the most out of your landing page, focus your visitor's attention on a specific product. In other words, you shouldn't put the client in front of a choice, because the choice is difficult. It's much easier to skim a page, close it, and forget about it. But the purpose of the landing page is exactly the opposite. An effective scheme looks like this - Product-Discount-Form for ordering.

Catchy headline

Not flashy, but catchy. If earlier the word "Action" was written at the beginning of the page in a huge font and it worked, today this technique has the exact opposite effect. To get the visitor to view the offer, the headline must be puzzling and catchy.

For example, a good headline for a plastic surgery clinic is "Would you like to see your new self?" Of course, people who thought about plastic surgery visually imagined their ideal appearance. This headline makes a contrived image emerge and take the step to which the landing page leads to make your dream come true.

Clarity of targeted action

Getting on the page, the visitor must clearly understand what exactly is wanted from him. Moreover, he must understand this before he loses interest in her. Most often, low-conversion landing pages lose customers for two reasons:

• Ambiguity of the target action. That is, there is simply no call to action on the page. For example, a feedback form does not nudge the user to complete it. It is important to clarify what it is, why she is and why the client should take time for her.
• Page congestion. Remember the simplicity and conciseness of the design. Inexperienced developers try to fit everything on the landing page at once. Hence, the page becomes overloaded with content, graphics and incoherent elements.

To clearly identify the target action, write directly and specifically what is required from the page visitor (subscribe, order, download, etc.), and make a button for this within a second's reach. If the client has to look for how to do what they want from him, he will take an easier path - he will simply close the page.

Selling text

Text content has a special "magic". With its help, different emotions are evoked in a person - from nostalgia to anger, but in this case he must sell. Man by nature is an emotional being and makes important decisions based on his inner feelings. Therefore, a good copywriter should also be a psychologist who knows what "strings" to pull in order to get the reader to do what is required of him.

To write a really selling text, you need:

• Know who it is for. The manner and style of presenting information varies depending on the intended reader, so before writing, compose a portrait of a potential buyer.
• Study the classic marketing techniques and principles of psychological perception of information.
• Be able to present information concisely but comprehensively. While reading, the landing page visitor will certainly have questions, the author's task is to give answers to them before moving on to the next block of the page.

To write good sales copy, think like a potential buyer. It's difficult, but without it, the likelihood of a high return landing page is minimized.

Text formatting

For a better perception of information, format the text correctly. Even if you place a professional selling text on a solid canvas, hardly anyone will read it. Because it will seem heavy, long and uninteresting.

Text formatting rules:

• The size and style of the font. The optimal size is 16 px, in exceptional cases 14, the most common styles are Arial, Meiryo, Georgia.
• Offers. The text should contain simple sentences without complex phrases.
• Block presentation of information. Each block is a paragraph. A paragraph should be no more than 3-5 lines.
• Subheadings. To break up the canvas of text, use subheadings every 3–6 paragraphs.
• Tables, graphs, lists, quotes. These elements also help dilute the text and make it easier to read.

To check how well the advertising text is written and designed, they recall the “slippery slide effect” by the American copywriter Josev Shugerman. To do this, give the text some time to "rest", and then try to "ride down the hill" on your own, that is, read the text from beginning to end. If during reading the reader is "stuck", revise and correct the problem areas of the text.

No aggressive and intrusive ads

• A large number of exclamation points;
• Capitalizing the entire text or its individual phrases;
• Obvious phrases like: "Limited offer", "Liquidation of goods at low prices", "Only today discounts up to ...%"

Ads should be smart, not aggressive. Today, users can easily distinguish an explicit advertisement from a really worthwhile offer; the visitor of the landing page should not get the impression that they want to "shove" something to him.

Structure

The position of the blocks of text does not need to be anchored exactly to the center of the page. For example, product descriptions can be in the middle, benefits on the right, reviews on the left. Structuring can be anything, the main thing is to direct the reader in the correct sequence. To do this, use arrows, pictures, guide lines, etc. The visitor's gaze should never wander aimlessly across the page.

Relevance

Relevance is the alignment of user expectations with reality. That is, if a person saw the title "Exclusive Jewelry" in the search results, then the landing page should have a similar or similar title.

A low conversion rate is often attributed to the fact that not only, but also casual visitors get to the page. To avoid this, you do not need to initially mislead users.

Work with objections

Objection is an integral part of the sales chain. A person thinks about a sales proposal and this is quite normal. But in the case of a landing page, the work is complicated by the fact that there is no direct contact between the buyer and the seller. Think in advance about the possible doubts of the client and be able to convince him of their unfoundedness.

To convince the client of the safety of the transaction, the following is used:

• 24/7 support service.
• Return guarantee period.
• Feedback forms.
• Free trial period.

Limited supply

Limited supply is an effective but risky method to attract customers. Previously, landing counters were widely used, which supposedly showed the remaining time until the end of the promotion. But now more and more entrepreneurs refuse them, because when a client, after 1-2 days, returned to the seller's page and saw the same counter, the level of trust in the company dropped to zero.

To use this method of increasing conversion, it is more expedient to use real counters of the balance of promotional goods. This will show the potential customer that the product is indeed in demand and is available in limited quantities.

Customer confidence

Probably every second netizen has come across unscrupulous sellers. Therefore, Internet users have become more cautious when shopping online. Hence the task of the seller is to convince the client of reliability and safety.

To do this, the landing page must contain:

• Company contact details;
• Links to communities on social networks;
• Awards, certificates, licenses received by the company;

We often hear the words "landing page", "one-page", landing page. And we seem to understand what is being said, but we do not know all the features and tricks.

We will tell you what a landing page is, what is its structure, design and how to increase the conversion of a one-page page. We will also teach you where you can order a landing page or create it yourself.

What is a landing page?

As you may have guessed, this is a one page site that is - attention! - is dedicated to any one service or product.

On a regular site there can be many menu sections with different information ("About the company", "Our news", "Products", "New items", "Contacts" - if the site is aimed at sales, and "Society", "Economy", " Relations ”- if the topic is informational).

There are no sections on the landing page, only information blocks.

What is a landing page for?

The landing page doesn't just inform about the product - it sells it. The goal of any landing page is one specific action.

This is either the sale of a product / service, or the collection of contact information of visitors, or

All together - it will not work, each landing page has its own task. Let's consider the most basic ones.

Sale of goods. Let's say you become a freelance copywriter and want to promote your services on the Internet. You have only one service - writing texts.

In the landing page, you tell what you can offer customers and why they should choose you. Provide examples of your best articles to showcase your product.

Publish customer reviews, if they already exist. And - most importantly - the landing page should have a feedback form so that customers can order text.

Collecting contact information, or leads. contacts of potential clients. How do you collect them? Obviously, to get people interested so that they leave their phone number or e-mail in the order form.

We also make a one-page page, talk about the new service and give a link to the main site. That's it, the client has gone, traffic is growing, increasing, your site is developing.

Attracting a specific target audience. The landing page is simply designed to attract “cold” customers - those who do not know about you and are not interested in buying your product. For example, you have always written for small customers, and now you have decided to go to medium and large businesses.

But they still don't know about you! So, make a landing page focused entirely on an audience of entrepreneurs. We describe their pains and problems and offer a solution - your texts.

Thus, a landing page is not an alternative to a regular website, but rather an addition to it. Many companies with a wide range of services make separate landing pages for each of them.

The main thing is to remember the most important rule: each one-page is created for a specific purpose, you cannot mix them together.

Cons of the landing page

We talked about the advantages, now let's talk about the disadvantages of the landing page. Let's be honest - they are there.

For example, unlike a website, a landing page is limited to a certain volume. The basic rule is this: less text means more selling elements.

If you have a lot of information, you will have to highlight the most important things so as not to distract the reader and convey the very essence to him. Otherwise, a person will simply be lost in kilometers of printed characters.

Landing page structure

Each element of the landing page structure should be tailored for sales - from the offer to the call-to-action buttons. You must lead the customer to make a purchase or other targeted action like a ladder.

There is even such a concept - the Hunt ladder, which shows what stages a person goes through from unawareness of the problem to making a purchase.

Stage 1 - indifference. The person does not yet understand that he needs your product. He just followed the link from the group in social networks and does not know what you are offering him. (or, more simply, the title) will grab his attention and make him think.

Stage 2 - awareness. So he thought about it and realized - hmm, there really is a problem! Only does not yet know how to solve it. Help him with a story about a product or service.

Stage 3 - comparison. The client needs to be given a choice of several options for solving the problem.

Stage 4 - choice. From several options, he chooses one solution - of course, what you suggest. To do this, you need to explain all the advantages of your product or service.

Stage 5 - purchase. Everything is simple here: let him leave a request in the order form, contact information - in a word, he does that targeted action for which everything was conceived.

Let's name the main elements of the landing page structure that will guide the client up the Hunt ladder. There is a standard scheme, which we will now describe.

But in fact, the blocks can be swapped, some can be omitted altogether - as you like. There are examples of one-page websites that do not adhere to the usual structure, but are taken to others: for example, a unique product or cool bonuses.

Victoria Kuchinova

The main problem with most modern landing pages is that they are all like a carbon copy. And where is creativity, fire, where is the madness of design?

In this collection, I have collected interesting chips and unusual effects. Some of them were made by the developers and web designers of Texterra, some were found on the Internet. Not without examples of disgusting design and outright shiza - at the end of the article you will meet a killer hamster and a Snow Maiden with a bucket.

Look, get inspired, put your favorite ideas into practice, mix them with your own and don't forget to conduct A / B testing - this is the only correct recipe for creating killer landing pages.

And, most importantly, remember that a landing page is not a self-sufficient tool. High-quality traffic is needed for conversions, leads and sales. And it is difficult to get it without comprehensive promotion.

Extended form

Usually one-page pages use a standard application form with several fields. Most often, the client needs to provide contact information - name and surname, mail or phone number. But in some difficult areas, it is better to expand the topic in more detail. This is how it was done in Texterra: in the form of a landing page on dellservers.ru, a client can select a module, parameters, and server tasks. Can reset values ​​if something goes wrong.

What is it for? The owner of the landing page will get his leads anyway - even if there are only two or three fields in the form. But the client will be interested in digging deeper. Not just order, but choose your own option yourself.

Two CTA buttons

The task planner landing page at wunderlist.com/ru has two calls to action that reinforce each other: "Create a free account" and "Download Wunderlist". Users click on both links, conversions increase, and the landing page does its job perfectly.

Specific figures (results)

This is not new, but it still works. Show your clients what you have achieved in numbers: this is clearer than the abstract phrases "we are the best", "we have hundreds of completed projects" and so on. Look at the landing page smartprogress.do: you can immediately see how many people have already joined the project, how many goals they have set, how many achievements they have completed.

Personalization

Faceless template landing pages - brr, what could be more dull! Liven up your one-page page, add fire, get your prospect interested. For example, on the page of Texterra's services for creating websites, there are photos of employees who are directly involved in this. A visitor enters and sees: aha, my resource will be occupied not by abstract developers, but by quite living Svyatoslav, Polina, Artem and others.

Convenient response form

On many landing pages and sites, you can only ask a question through a form. This means that you need to indicate your first and last name, leave your phone number and email. Sometimes you have to enter captchas and codes at all - horror! It is clear that this is done in order to get leads. But there is another option - like on the landing page "Cerebro Target". If you are registered on VKontakte, you do not need to fill out anything - just take it and write. Both the client is comfortable and the owner is good - the contact is left, you can work further.

Customer Reviews

You can ask clients to share their impressions and publish the received texts on the landing page. But the catch is that the visitor will not check in any way - these are real reviews or fake ones. Better to go further and convince visitors of this. The huskypark.info landing page developed by Texterra lists the words of clients from Instagram with links to their accounts. Everything is fair - go and see.

Demonstration of results

3D graphics and augmented reality

Landing page created for the Qubi app. This is a game for children 3+ years old and adults. The essence of the game is simple. At the first step, the user glues a real paper, cardboard or wooden cube according to the proposed scheme.

Then he installs the application, opens it on his smartphone and "looks" at the cube through the device's camera.

On the screen of a smartphone or tablet, the cube comes to life. The user plays a three-dimensional version of "Snakes", "2048", "Labyrinth". In this case, you need to control the game using a real cube. To operate the cube with two hands, you need to use a special smartphone stand, which you can assemble yourself.

The three-dimensional model of the cube can be seen in the illustration (gif).

What the client wanted

The client asked us to make a landing page that emphasizes the feature of the game: the use of three-dimensional augmented reality. In particular, he wanted to see the effect of the moving edges of a three-dimensional cube, the active edge of which is inscribed on the screen of the visitor's device.

What have we done

We have implemented 3D using CSS3 3D transforms. The transitions between the cube faces are made using pure JavaScript with drag and touch event tracking. Thanks to the unusual transitions between screens, the user has a sense of the three-dimensionality of the screen. This is especially true in the working version of the landing page.

For the final version of the landing page, we made a more realistic version of the cube. Unlike the working version, in the final one the rotation of the cube takes place from the outside, not from the inside. The three-dimensional feel is enhanced by headline animations.

The landing page is fully responsive.

Interactive selection of interior and furniture colors

The originality of the landing page "DSK.Color" is the ability to independently choose the color of furniture and interior items using an interactive palette.

The DSK.Color company paints any surface in different colors. You can order the painting of furniture, household appliances, bicycles, musical instruments and other items. The client can choose any color.

The most demanded service is painting furniture and interior items. It accounts for about 80% of the client's work.

What the client wanted

The client asked to make a bright and memorable landing page "with a call to paint everything around." He had ideas to make 3D images of furniture so that the visitor "could twist and see the painted object from different angles."

What have we done

We offered the client an idea: to give the visitor the opportunity to independently choose the color of furniture and interior items.

To do this, the landing page offered an image of a room in which the visitor can paint the main objects using a palette that opens on click. Based on the selected colors and objects, the user can calculate the cost of services. The first prototype looked like this.

The client really liked the idea, so we made a working prototype of the landing page. On it, the main part already looked like this.

We agreed with the client to leave the possibility of painting the table, chairs, door and kitchen set. These are the main items that the company paints.

After agreeing on the prototype, the designer and layout designer joined the work. The first one painted all the items in svg (this is a graphics format). The second one laid out and added a palette of colors to the svg areas. After that, we implemented a modal window. With its help, the user can double-check the colors and objects and send a request for the service.

Fancy and common preloaders

Using a preloader or spinner, you can make any landing page more convenient and visually attractive. In this section, we'll talk about preloaders and look at examples of these elements created by Texterra specialists.

What is a preloader and what tasks does it solve

Preloader or spinner is a sign that appears on the screen before the page loads. You see these elements every day when you use the Internet. Below is an example of a preloader.

The preloader solves a practical problem: it informs the user that the page is loading, and also replaces the visually unattractive loading picture. This needs to be clarified.

Due to the technical features of browsers, website pages load unevenly. During loading, the layout can "float". If the page is loaded for a few seconds, and not a split second, the user observes an unattractive picture for a while.

Preloaders are implemented using standard front-end development tools: HTML, CSS, JavaScript and additional libraries and frameworks, for example, jQuery, React.

How we improve landing pages with preloaders

We create unique preloaders, including animated ones. Here are some of our works.

• Qubi

For the Qubi landing page, we made a preloader that repeats the navigation menu. This allows the user to understand how the page is manipulated before it loads.

• Levellen

On the Levellen Interiors website, we used a preloader in the form of a company logo. This is an additional element of the site branding.

The landing page provides information on renting premises in the business center. The main secret of the landing page is in the "Offices" section. Here the user can see the availability of free offices on each floor of the building.

When you hover over a vacant office, the "Details" button pops up.

Clicking the button directs the user to a page with information about the office and its photos. From this page you can leave a request for renting a room.

Implementation features

Our designer drew the shapes of the office space, the drawings were made in svg format. These drawings are superimposed on the floor plans. When the site administrator in the control panel notes that the office is free, the script turns on the display of the picture on the plan and the ability to go to the page with information and order form. When the administrator notes that the office is busy, the script turns off the image of the figure on the plan.

The actual design

In this example, there are no complicated technical tricks and design effects - the entire landing page displays a beautiful picture: background, colors, mouth-watering photos of Astrakhan caviar. One-page astrahancaviar.ru Is a good example of how one wants to buy a product thanks to a designer. And eat it immediately!

And finally, on the sore point - a few examples of terrible landing pages. For contrast, facepalm, powerless agony and all that. I will not describe what is wrong with them - I suggest you solve these problems yourself. Ita-a-ak ...