Simple functionality
Since the purpose of a promo site is to promote and present goods, services and events, it is better to make its functionality limited and not use complex systems for ordering goods, registering for a seminar, etc. A regular application form will be sufficient.
Creativity
When developing a line database web resource, you can use your imagination. Since companies need promo pages to make a good impression and encourage the user to perform a target action, various design effects can help with this.
When designing a promo site, specialists select the main and accent colors, work on fonts and their combinations. Animated transitions, interactive solutions, high-quality photographs, pictures and detailed illustrations also help to interest people.
The "air" rule and the optimal number of elements
The "air" rule states that there should be an optimally sized free space between page objects. Such gaps make it clear that there are separate elements between them. They allow you to focus on certain content, improve the quality of the design and its perception by the audience.
When there is more space around an element than others, it attracts the audience's attention. This is how designers make sure that people pay special attention to a certain object - for example, an order button, a product photo, etc.
Regular changes
A promotional website is created not only to tell about a product, but also to advertise various marketing events, promotions, etc. Therefore, changes are constantly taking place on it - new products are posted, deadlines are adjusted, etc.
For example, on a page that announces upcoming webinars, the names of presenters, the number of tickets available, etc. change. Therefore, it is important to consider the possibility of updating before developing the design and to closely monitor the quality of the design while preparing for the event and after the project is launched.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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Preparing to create a promo site
Before you start creating a website, clearly formulate what exactly you are promoting. First of all, you need to understand the essence of what you are going to advertise. This could be a product, an event, a company, etc. From now on, we will call the subject of promotion “product”. Next, you will have to answer a number of fundamental questions.
Researching potential customers
You need to study how the Internet audience corresponds to your company's potential clients. Some companies, such as Gallup and Monitoring.ru, occasionally study the Russian-language Internet audience. If desired, you can use their results for your own purposes, or contact marketing agencies for an individual service to study your target audience. Although the latter will require certain financial costs, in the end you will have data that will help you achieve high results after the project is launched.
Let's say a company supplies refrigerators to a supermarket, and its regular customers are managers of grocery supermarkets. Does their business require daily use of the Internet? Unfortunately, at present, it does not. It follows that even if you have the highest quality promotional site, it will not be able to reach certain segments of target buyers.