Alumni Explorer’s tips for building a perfect landing page

In each Explorer edition, one of the most awaited moments is the Alumni Panel: the meeting in which three participants who have already gone through the programme explain how to build a perfect landing page. Then, they answer questions live, posted by the audience on our Twitch channel.

On this occasion, the guests were Luenne Coelho (Copo Vivo), Helena Arias (Light Pills), and Massimo Angelini (Orpheus). They took over from our previous speakers: Carolina Lacasta (My Feeting Room), Esther Pina (Secret Sound), and Santiago Jiménez (Liight). Each one of them gave advice based on their own experience; you can meet them all in the videos in this post. But first, we share their most awesome tips in a convenient list, summarising them so that you can come to it whenever you want.

Luenne Coelho (Copo Vivo, a startup that transforms plastic into panels for industrial use)

• You have to build an easy-to-read page that everyone can understand (a mistake she made on her first landing page was to focus too much on the design and leave the essential part of the project too far down).
• Don’t worry too much about form: give more importance to content.
• Test the result in several browsers to check that it looks good, whatever the operating system used. And, of course, remember to make a responsive design that adapts smoothly to viewing from a smartphone.
• You must be very aware of who you are targeting with the content of your landing page. 
• The most important thing on a landing page is the explanation of the pain, the solution, and the text you use to ask users to contact you.
• Fall in love with the problem, not the solution, as there can be many of them; you may find several answers to the same pain and change them along the way. 
• Enjoy the whole journey of entrepreneurship.

Helena Arias (Light Pills: turning plastic bottles into cap-shaped devices that function as light sources and water purifiers)

• Even if the design could be better, you can start showing it; you will polish it later.
• If you have friends who are coders, ask them for feedback. Of course, everyone will tell you what they think of your landing page: don’t hesitate to ask.
• The solution to the problem has to be summarised; generally, it is preferable to have a manageable amount of text: just enough to explain to potential customers what your product is about while keeping it short and straightforward.
• You must know what you want to achieve with the CTA so the call to action is successful. And, of course, measuring results is a must.
• Don’t be afraid to fail, it’s normal. Every mistake will bring knowledge; an entrepreneur is always learning.

Massimo Angelini (Orpheus: sustainable and healthy experiences in building interiors)

• Search among platforms and non-code tools (whenever you can, use them) to find the one that best suits what you want in a simple way. 
• Be very careful with the content of your landing page.
• Use short texts. The best messages are the ones you could send in a tweet. That’s why Twitter is so famous.
• The key to success is not in the CTA but in the content of your landing page. That’s what will convince users to click on a CTA that leads them to spend money on your product.
• Keep the passion for your project, for what you care about. This way, you are more likely to succeed.
• Practice networking. They won’t teach you that at any university or school, and it’s one of the essential things in entrepreneurship.