The statistic that long landing pages can generate up to 220% more leads is a strong indication of the potential benefits they offer. Are you struggling to design and convert visitors into customers?
Creating great landing pages isn’t rocket science. Our new guide reveals the secrets of high-converting pages that can help you easily turn your visitors into paying customers. We’ll take a look at all the elements of a successful page including design, conversion optimization, sales copy & best practices for achieving amazing results.
We’ll go into the landing page elements you need to be paying attention to in our actionable guide. You’ll get an in-depth understanding of what it does to not only entice people but also boost conversion rates.
From landing page best practices to creating link worthy pages, we’ve got you covered. Read on to find out how to create better-converting landing pages today!
What Is a Landing Page?
A landing page is a single web page that appears in response to clicking on an online advertisement or other digital marketing methods. It’s designed to prompt the user to take action, such as filling out a form, making a purchase, subscribing to an email list, downloading software, etc.
A landing page generally has a unique look and feel from the main website it’s associated with and is created specifically for the promotion of products or services.
It differs from a home page because it focuses on one specific product or service instead of multiple ones and its main goal is conversion rather than providing information about the company. It typically includes elements that strongly engage users’ attention and encourages them to convert.
How to Build Landing Pages That Convert
Creating a landing page that converts is essential for any business looking to increase its sales and customer base. By optimizing the design, copy, and other elements of a landing page, businesses can drive more leads and increase their revenue.
Landing page design plays an important role in a successful landing page. It should be visually appealing, include the necessary information, and a clear call to action. Here’s what you should be including on your landing page.
Have a Benefit-Focused Headline
A benefit-focused headline is integral to a landing page as it is the first thing that visitors will see. It helps set the tone for their experience.
The headline should be concise, attention-grabbing, and intriguing so that visitors will want to learn more about what’s being offered. It should also be relevant to what the landing page is about and offer a solution to the visitors’ needs.
Make a Responsive Page
Creating a responsive landing page is essential for any business looking to make the most of its digital marketing efforts.
Responsive design ensures that your landing page looks great and functions properly on all devices, including mobile phones and tablets. It enables visitors to easily access content no matter what device they’re using, which can significantly increase engagement and conversions.
Focus on the User Experience
The user experience is one of the most crucial elements of any successful landing page. Visitors should be able to find what they’re looking for quickly and easily.
A good way to ensure this is by creating a simple, intuitive, and visually appealing design that guides them through their journey.
Use Appealing Imagery
Using good quality imagery is important because it helps to show the product, service, or message in its best light.
An appealing image can capture a potential customer’s attention and entice them to learn more about the product or service. Images should also be relevant and reflective of the brand or product being promoted. Good quality images will attract customers, engage their interest, inspire them to take action, and ultimately convert into sales or leads.
They should be high-quality and accurately represent your products so that customers know exactly what they’re getting when they sign up for your offer or purchase your product.
Write Engaging and Compelling Copy
Including engaging and compelling copy throughout your landing page is essential for encouraging visitors to engage with the content. It also helps convert visitors into leads or customers and take action.
Compelling copy helps capture a potential customer’s attention and entice them to learn more about what’s being offered by emphasizing the benefits of taking action. It should be clear, concise, relevant to the product or service being promoted, and provide solutions to their needs.
Additionally, it should include persuasive language that encourages visitors to take action such as signing up for an offer or purchasing a product while also highlighting unique features that make it stand out from competitors.
Remove All Navigation
One of the most important elements of a successful landing page is its singular focus on converting visitors into customers. By removing any other distractions from the page, you can ensure that visitors are completely focused on taking the desired action.
A well-crafted landing page should be designed to have one purpose: to sell. This means that all other navigation should be removed to ensure that the visitor’s attention isn’t diverted away from the desired action.
By removing any other distractions, you can improve your conversion rate and increase sales.
Make Your CTA Clear
A clear Call-To-Action (CTA) is important for a landing page because it gives visitors an actionable path to take and guides them toward the desired outcome. It helps direct users to the conversion goal, whether that’s signing up for an email list or making a purchase.
CTAs help direct and focus the user’s attention on the desired action. The CTA should be clear, concise, and stand out from the rest of the content on the page so that it catches the user’s eye. It should also be easy to understand and relevant to what’s being offered.
Here are some effective CTAs:
- Sign Up Now
- Get Started
- Take Action Today
- Download Now
- Buy Now
- Join the Movement
Optimize Your Landing Page for Search
Search engine optimization (SEO) is an essential part of any successful landing page. Optimizing for search can help your landing page rank higher in search engine results pages (SERPs), increasing your visibility and driving more qualified organic traffic to the page.
By optimizing your landing page for SEO, you are giving yourself a better chance at converting those visitors into customers.
Optimizing a landing page for SEO involves several elements:
- Meta tags
- Keywords
- Content optimization with LSIs
- Compelling headlines with relevant alt text
By taking these steps to optimize your landing page for search engines businesses can drive more leads and increase their revenue.
Include the Lead Form Above the Fold
Including the lead form or first call-to-action (CTA) above the fold is an important element of any landing page.
The term “above the fold” refers to the area of a website that can be seen without having to scroll down the page. This makes it essential for any landing page as it is one of the first things visitors will see when they arrive.
The lead form or CTA should be prominently placed to encourage visitors to take action without having to search for it. Adding a form above the fold also ensures that all of your key messages and offers are seen by every visitor, which increases the chances of conversion.
Include Urgency & Scarcity
Creating urgency and scarcity on a landing page can have a significant impact on conversions.
By adding a countdown timer or limited-time offers, you increase the likelihood of customers taking action since they feel like they are running out of time. You can also include a progress bar to show customers how much they have left to complete a purchase or other action.
Use High-Quality Images & Videos
High-quality images and videos on your landing pages can help to capture more attention and engage visitors.
Infographics and videos are particularly effective for explaining products in detail and showcasing features, as well as for creating a connection with the viewer.
Provide Social Proof
Social proof is a powerful way to increase conversions and build trust on your landing page. It’s evidence that other people have used your product or service and had success with it, which helps to assure visitors that they’re making the right choice.
Examples of social proof include customer reviews, case studies, and testimonials. These should be genuine and sincere to be effective.
Have an Enticing Give Away or Offer
Having an enticing giveaway or an offer on a landing page can be an effective way to convert visitors. An enticing giveaway or offer helps to create a sense of urgency that encourages visitors to take action quickly. It also provides value and incentive for people to sign up, purchase a product, or take another desired action.
For example, you can offer a discount code, a free trial for your product or service, or exclusive content that’s only available to those who take action.
Include a Thank You Page
A thank you page is an important element of a successful landing page as it gives visitors a sense of closure and appreciation for taking the desired action. It also helps to create a lasting impression and encourages return visits.
Having a thank you page allows you to provide personalized follow-up messages, such as thanking customers for signing up or offering additional content or offers that may be of interest.
This can help to increase loyalty and create a positive experience for visitors, which can lead to more conversions in the future.
Designing Your Landing Page
When it comes to landing pages, the design goes beyond just being creative and visually appealing with colors and pictures.
A well-designed landing page should also be functional, provide clear direction, and be effective in achieving its purpose. This requires using both your creative and logical skills.
Structure of Your Landing Page
Using a familiar landing page structure is effective, so it’s best to stick to it. While incorporating branded elements and images, it’s recommended to follow the same format that people are familiar with.
A successful landing page typically includes five key components:
- An attention-grabbing headline that immediately captures and engages viewers
- A powerful image that speaks to the audience’s interests and needs
- A lead form prominently placed at the top of the page for easy access to visitor information
- An actionable and motivating call to action button that encourages viewers to take action
- Compelling copy and descriptions that clearly explain what the visitor will gain
Landing Page Layout
Many readers do not read all of your copy. They usually only skim through and look for important information. It is your responsibility to make sure that this information is easily identifiable so that visitors don’t miss anything crucial.
- Display the main content ‘above the fold’ to avoid visitors needing to scroll for vital information
- Use a blink test to ensure that key messages appear within five seconds of viewing the page
- Incorporate white (or negative) space to keep visitors engaged and aid comprehension
- Structure your copy with bullet points and concise paragraphs
- Utilize the F-pattern when arranging content so that visitors are guided to the desired conversion point
What’s an F-Pattern?
An F-pattern is a design technique used on landing pages to draw the eye of visitors and guide them to the desired conversion point. It is based on how people read webpages, usually scanning the page in an ‘F’ shape.
When designing a landing page with an F-pattern, the primary headline or call to action should be placed at the top of the page. This is followed by secondary headlines, images, and content that are arranged in an ‘F’ shape starting from the left side of the page and moving down towards the right.
Finally, A/B Test Your Landing Page
The best way to get an idea of what is working on your landing page and what isn’t is to test different elements. A/B testing is the process of comparing two versions of a landing page to see which one converts better.
By testing different elements such as images, headlines, copy, and CTA buttons you can determine which ones yield the best results for your business. This will help you identify what works and make improvements to increase conversions.
Need Help Building Your Converting Landing Page?
Crafting high-converting landing pages is a complex process. You must be strategic in your approach to ensure you’re following all the best practices.
Looking for help building a successful landing page for your business? Contact the team at Blissbranding Agency today and arrange a free consultation.