Build High-Impact Landing Pages with Tenon

Landing pages are a crucial part of an overall campaign conversion strategy. Whether you are launching a new product, promoting a webinar, or capturing leads from paid media, the quality of your landing page directly impacts performance.

At Tenon, we believe in keeping things simple and scalable. Here is our 10 step guide to building landing pages that are high-converting, fast to create, and easy to optimize within Tenon Automate.

1. Define the Purpose of the Page
   • Start with the “why”. Are you promoting a downloadable asset? Are you driving event registrations? Are you generating leads for a specific service line? Defining your goal with guide design, messaging, and goals.
2. Know Your Audience
   • Understanding your target audience can help tailor your landing page content. Think about the demographics, buying stage, and potential pain points. Personalization starts with relevance. Think about the communication content you would send out to your target audience and build a landing page as if it were an extension of those campaigns.
3. Write a Clear and Compelling Headline
   • The initial copy is something visitors will notice quickly. Keep it short, benefit-driven, and aligned with your campaign theme. Anticipate the motivational factors bringing your target audience to your landing page and create copy to align with their motivation(s).
4. Craft Focused Copy
   • Avoid walls of text. Create a visually appealing layout between images and text. Keep your copy clear and concise, focusing on why the visitor benefits from engaging with your company and/or brand.
5. Choose a Clean, On-Brand Layout
   • Your page should look like it belongs to your brand. Use whitespace strategically. Align CTAs where they draw the eye. With Automate, you can choose from a wide variety of template layouts to get started.
6. Add a Single, Strong Call-to-Action
   • Direct your audience exactly on what they should do next. Whether it’s “Download Now”, “Book a Demo” or “Claim Your Spot”, make sure there is one button with one clear action tied to what is motivating the visitor to your landing page.
7. Include a Simple Lead Capture Form
   • Ask only for what you need to create a base lead record. With each extra field, you reduce the conversion rate. Focus on name, email, phone number, and one qualifying question if needed. Leverage Journeys to create subsequent communication content where you can go more in-depth.
8. Build Trust with Supporting Elements
   • Social proof, logos, testimonials, and security messaging can ease conversion anxiety. If your target audience is similar to existing customers, lean into that.
9. Optimize for Mobile
   • As the world engages more and more with the web primarily by mobile browsers, you need to ensure mobile responsiveness for your landing pages. They should load fast, stack smart, and never require the user to pinch the screen in order to read. Use the landing page previewer inside of Automate to see how your landing page will render on computer screens, tablets, and mobile devices.
10. Track, Test, and Improve
    • Publish your landing page, but don’t forget about it afterwards. Measure traffic and performance, test variations, and optimize continuously.

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