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Creating an effective landing page for your business can be a daunting task. Fortunately, artificial intelligence (AI) technology has made it easier than ever to create impressive, impactful landing pages. In this blog article, we’ll discuss how to use AI to create a compelling and effective landing page for your business. So let’s get started!
Landing pages 101
A landing page is the first part of a website that visitors see. It serves as an entrance with a specific goal in mind, such as welcoming customers or directing them to other parts of the website. Like any entrance, landing pages ought to be optimized for a specific purpose.
When planning your landing page, consider the following:
- Campaign objective: What do you want people to do when they reach your landing page? This should be at the center of your landing page creation. If you are focused on lead generation, then you may consider a very simple landing page with a prominent email prompt. In contrast, a landing page that focuses on making a purchase may need additional information, such as a video showcasing a product demonstration.
- Target audience: Who is this landing page designed for? The best performing landing pages are personalized to their audience. Simple things like aligning the images to your target audience can increase your conversion rates significantly.
- Traffic sources: This often goes overlooked, but context is key for performance. If a user comes to your landing page from a Facebook ad, they will have different expectations than if they come from a native ad or organic search. When planning your landing page, consider how you will drive traffic, and apply best practices based on your chosen traffic drivers.
A landing page can come in many forms, but often has these four basic components:
- Headline: The headline is your chance to smack a message across someone’s face. You get one shot to entice the visitor to stay on the page, and this is it.
- Subheadline or supporting headline: Once you’ve whetted your visitor’s appetite, use this area to expand on the message you are trying to get across. The focus with the subheadline is to get your visitor to stay on the page.
- Supporting content: This can come in many forms. In our image below, we used a silly fake bit of social proof (social proof is amazing for quickly establishing trust for your offering), but you can use all sorts of content to support your landing page. The idea here is to give your landing page visitor enough information to take the next desired step. This could be a carousel of product images, a list of icons with specific benefits, or maybe nothing (less can be more).
- Call-to-action (CTA): Do you know what a closer is? In sales, a closer is the person who specialized in finalizing the deal and getting the pen to paper. The CTA is your landing page’s closer, whose purpose is solely to direct the visitor to the next step.
Using AI to create landing pages
With the basics of landing pages in mind, businesses can use AI-driven tools to create stunning and effective landing pages. With the right direction and command prompts, you’ll find that the components of your landing page come together very quickly, with headlines and call-to-actions personalized specifically for your campaign goal and audience.
The key benefits of using AI for your landing page are as follows:
- Generate content options in seconds
- Suggest unique landing page ideas
- Fast personalization of landing page components
- Automate the process of landing page creation for future camapigns
Brainstorming and strategy
A commonly overlooked use of AI is for brainstorming and strategy. While AI certainly shines in generating marketing text options, it also does a great job of coming up with strategy ideas for your campaign.
Check out the below example of someone planning a landing page for a Valentine’s Day flower promotion (the command given to Jasper, our preferred AI tool, is bold and follows the “>”).
A marketing manager planning a Valentine’s Day promotion will likely have some pre-conceived idea on who they should be targeting (perhaps the young couple looking to express their love persona), but the Jasper AI writing assistant was able to create 8 very distinct personas almost instantly.
AI will always out-brainstorm you, and don’t feel bad! AI writing tools are built on extremely huge quantities of text data (impossible for any human to compete), and can infer relationships on literally billions of phrases. In the case of the Valentine’s Day promotion, this means they can generate an incredibly detailed understanding of who to target and how best to reach those people. When planning your landing page, definitely don’t skip using AI to create to create unique profiles quickly and effectively that would otherwise require a lot of manual work.
The Jasper AI writing assistant tool has a function built in to help you create awesome headlines. To get started, you will need to login to Jasper, select Templates and then Perfect Headline.
While you may get decent results from AI tools with open, chat bot based prompt systems, Jasper’s built in templates are great to streamline the process. A lot of time can be lost with using AI the wrong way (i.e., using the wrong prompt.
Once selected, Jasper will ask you to fill in specific information related the headlines you are trying to generate. This includes the product description, product name, customer avatar (i.e., persona), and the tone of voice. The tool also allows you to generate the headlines in multiple languages. For this example, we’ll use the #5 persona (college student looking to make a great first impression on their date).
With these inputs, check out all the great headline ideas!
This is a digital marketer’s dream. Jasper gave us 20 great headline ideas. Even if one isn’t exactly what you are thinking, it’s so much easier to tweak than to generate all of these unique options.
One word of advice – if you want the headline to be more specific (I think I would have wanted something more specific to college for example), simply update the prompt and re-run… it only takes a second!
Similar to our headline, Jasper (which has a free trial right now) has a built-in template to generate subheadlines. For this, simply head to the same Templates section and select Website Sub-headline. Once selected, fill in the same information used for the headline, including company name, product description, headline, and tone. For the best results, fill in example sub-headlines that are similar to what you are thinking it should be. We didn’t fill in this section for demonstration purposes.
And here are the results! These are pretty good, and I especially like that it knew to speak to college students directly in the third iteration. Similar to the headline prompt, the key to getting the results you want is in the information you provide the tool. If the results aren’t quite what you are looking for, add more context and re-run.
The call-to-action (CTA)
Writing call-to-actions are quite simple for landing pages, but AI can help you be more effective by providing you lots of options to choose from in seconds.
The best way to generate call-to-actions with AI is to (1) give the AI enough context and then (2) command the AI to write them. If you have examples, all the better.
Here’s an example for our Valentine’s Day landing page.
The key with AI, as mentioned, is nailing the command context. These are all quite usable, and would match perfectly with the headline and sub-headline I’ve generated.
With a solid headline, sub-headline, and call-to-action, you have the basic elements for a simple landing page. If I was promoting a Valentine’s Day flower special, I wouldn’t need too much text, as flower purchases are driven by the visual appeal of the flowers, price, and delivery availability. However, many landing pages would benefit from much more context, and AI can be a useful tool.
- Features section: A common section of a landing page is to highlight the features of a product, often with icons and a short supporting blurb. AI can help you both brainstorm the features, and write drafts for the descriptions.
- How It Works section: Some products and services need to be explained. A simple command from AI can give you variants in a snap.
- Reviews/Social Proof section: Quoting an AI writing tool would likely not be very convincing to your audience. However, you can use AI to help you generate a customer satisfaction survey, from which you can use for landing page quotes.
We think it’s time you start using an AI tool for your next landing page creation project. As we’ve shown, AI will save you a lot of time, and also help generate so many new creative ideas to improve your efforts. Although AI isn’t quite ready (yet) to assist with the very important design elements, you will certainly nail the key elements of your landing page much more quickly with AI. Get started today with Jasper AI today!
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