If you decide to order a landing page, it will quickly become clear that you can't just find professionals who will do everything. First, the cost will vary from 5,000 to 500,000 — it's not clear what the difference is. Secondly, without a good technical specification, you will not get a landing page that sells even for a lot of money.

My name is Igor Ozherelyev. I am a marketing expert, film director, entrepreneur and founder of the Let's See You marketing agency. I will share the secrets of how to set the technical specifications correctly to get a great landing page.

Why are we talking about technical specifications for a landing page
I'm talking about a technical specification for a single-page landing page that entices users, talks about the product, and then offers to submit a request. This is what we do ourselves. This type of site is the most popular and is suitable for most industries: from plumbing sellers to IT companies.

How to create a technical specification step by step?
If you don't go into technical details (we're not at Habr), then the technical specifications for the site will be obtained from such points. It is necessary to register:

• the purpose of the site and its audience;
• design suggestions;
• the desired landing page structure;
• content and SEO requirements;
• availability of a mobile version.

Don't worry if you can't write everything down to the comma. Website development is a complex job that you do not have to understand thoroughly. However, basic things need to be spelled out in the technical specifications — and the more you do this in more detail, the fewer approvals there will be later.

Step 1. Determine the purpose of the site and its audience

Before you prescribe the requirements for the design or structure of a landing page, first do your homework — you can't build a house without a preliminary plan.

Ask yourself a few questions:

• “Why do I need a landing page?” This site is best suited for collecting applications. If you need to increase brand awareness or you decide to create a page because “it's the same for everyone”, then think twice before making a landing page — most likely, you will simply lose money.
• “Who's going to visit the landing page?” Decide on your audience — who are these people, what age and gender are they, why do they need your site and what can they find on it? Please note that the landing page audience does not always match the product. For example, if you sell insurance policies for the elderly, the best way to contact your landing page is not to grandparents, but to their children and grandchildren.
• “How do I communicate with visitors?” Think about the brand's “voice”. For example, if you have B2B services for an IT business, you should avoid unnecessary jokes and frivolities in your texts, otherwise you risk looking like a meme about “you-yo, snowboarding, floppy disk”. And vice versa — if you have a youth product, you can joke moderately and use slang.

Step 2. We develop a design

A beautiful landing page is a vague concept. What one person likes will be completely out of the eye of the other. In addition, design wishes are difficult to describe — it usually looks like “do it beautiful, don't do it ugly”.

How to get the studio to know what you want:

Show me references you like. You can directly show performers that you like this block on this site, and this one has such a color scheme. Keep in mind that you will have to search through a dozen resources for references, but do you want to get a good landing page?

Explain how the site should feel. For example, if you have a banking sector, your landing page should radiate reliability and trust — in this case, a quiet design is used. And if you have something trendy and youthful, on the contrary, you can use bright gradients and flashy colors.

Step 3. We come up with a structure

The most important component when creating a landing page is that the number of leads directly depends on where your site starts, how it continues, and how it ends. It's like dating a girl: if you jump right in to kiss on a first date (without Tom Hardy's appearance), you can get slapped in the face at best. You need to introduce your audience to your product step by step so that they want to submit a request by the end of the page.

Fortunately, the structure for the landing page has been invented a long time ago — you need to consistently answer the following questions from the visitor:

1. What product does the site represent? When a user visits a page, they should instantly understand what they are talking about. Don't you get the menu right away at the restaurant, and don't you wonder what's in the kitchen today? So it is here — try to make the title as clear as possible: “Dentistry”, “Selling windows”, “New CMS platform”.
Specify the UTP, if any, for example, “We deliver the fastest in town” or “We treat teeth of any complexity and neglect”.

The first screen of our landing page for the logistics company Paritet. We immediately indicated the company's profile and its UTP — “We will deliver goods from China to your city”.

2. What problem does the product solve? When you explain to a visitor what you are selling, immediately show them what problem you are solving. For example, if you have a company selling plastic windows, then tell us how they retain heat and save on heating. And if it's a new IT platform, show us how it simplifies business processes. You can use video, animation, and other visual aids.

3. Why exactly your product? Most likely, you're not the only company in your industry. Prove to the visitor that they should choose you. There are plenty of tools for this:

• Tell us about successful cases. This will show that you are good at solving customer problems.
• Share your feedback — let the visitor see that dozens of people and companies have already used your services and are satisfied.
• Explain why your product is of the highest quality — for example, you have hired professionals from global companies or are transporting raw materials from Germany.

There are enough logistics companies in Russia. To emphasize the advantage of Parity, we indicated that the company delivers on a turnkey basis and described the stages of what it looks like.

If you have nothing to prove the quality of the product with, try to collect the invoice as soon as possible. Ask clients to write down reviews about your firm and remember which brands you've worked with.

4. How can I get in touch with you? When the visitor scrolls to the end, turn them into a customer — create a form for submitting an application. You can use a clear message like “Submit a request”, “Learn more” or “I want this”. By the way, you don't have to make an application button only at the end — you can do it at the beginning and middle. Just don't overdo it.

We create landing pages ourselves according to this principle, but keep in mind that this is the basic structure. Other blocks can be added if you wish. For example, if you have a complex product and need to explain how to use it. But remember — visitors should not be ignored. If you stop answering questions that arise, he will close the page.

Parity has a complex product, so we gave examples of cases on the landing page to work out clients' objections.

Step 4. We prescribe SEO and content

People don't get to websites out of nowhere — search results usually lead to the page. This depends on the level of SEO and, in particular, on the development of key queries. For example, if you sell boards in Cheboksary, the site should have phrases like “Buy boards in Cheboksary”. This can be done both at the core level of the landing page and directly in the content. But remember that people will read the landing page, not search engines — you need to enter keywords carefully.

• In addition to SEO, there are other ways to send a visitor to a website. For example, from your social networks.

Also, don't forget about texts — they help reveal the product's USP, guide the user through the landing page, explain some subtleties, embed SEO, and so on. The main rule is to use facts, not water.

For example, if you want to emphasize that you have never forgotten your obligations to customers, don't write about your “incredible reliability”. This is a meaningless phrase that doesn't have anything behind it. It's better to say that you've worked with dozens of companies and have never broken agreements in many years.

In the landing page for Parity, we used facts: how many years the company has been on the market, the percentage of orders delivered on time, and the Yandex Reviews rating.

Indicate in the technical specifications the main facts about your company, list your achievements and successful cases. This way, performers will be able to use this information for the landing page — rather than inventing nonsense about “better quality” and “personal approach”.

Step 6. Don't forget about the mobile version

Approximately 60% of global traffic accounted on smartphones — so watch the mobile version as carefully as the desktop version. Make sure that the company will do an adaptive design: adjust the size to the screens, change the image resolution, and so on.

• If you're wondering what your site looks like on a wide variety of devices, you can take a look at this service.

After launch: get ready for improvements

Alas, the work does not end after the start. Now we need to understand how the user interacts with the landing page: whether they go through all the blocks, or whether they stumble in some places. Often, a ready-made landing page needs to be finalized with a file — be prepared for this.

• By the way, when you order a landing page, ask the company if the price includes website support after launch. This option usually raises the price significantly.

Use different tools to analyze performance. For example, a heatmap — it shows where visitors most often pay attention. This way you will understand whether customers “see” titles and buttons, and whether they consider a design element to be functional.

Remember that a landing page that sells is not a sculpture frozen in eternity, but a dynamic object that needs to be updated, customized and improved.

A heatmap using a Western survey service as an example. Visitors “read” the design correctly: they click on the service entrance and links like a price block. At the same time, the right side of the girl's face draws a lot of attention — you need to find out why this happens and, in

We wrote this simplified express guide to preparing technical specifications to share it as a memo with customers who come for a landing page. Maybe you're one of them, or maybe you're just thinking about becoming one. If you want to clarify something, ask or share your experience, write in the comments, I'll be happy to answer.

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