Do you need a way to boost your conversion rate and show off your value proposition? An excellent way to achieve these goals is to create a stand-alone landing page for each of your products or services.
A landing page is a specific destination on your website that typically has one specific goal. For example, a product landing page has the goal of getting more sales. While more sales is the primary goal, you can also set up secondary goals, such as getting more signups from people who aren’t ready to purchase yet.
Effective landing pages are crucial to successful online marketing. No matter how stellar your offer is or how optimised your paid ads are, your business will likely suffer without a solid landing page to compliment them.
In this guide, we’ll go over the benefits of a good landing page and what makes a landing page effective. We’ll also share our best tips on how to create a landing page that converts.
Beyond increasing conversions, here are three other benefits of well-designed landing pages.
Landing pages target specific sets of keywords. In addition, Google Ads and other paid advertising methods tend to link to a particular web page. Both actions help move your landing page up in the search engine results page (SERP).
The higher your page ranks on Google, the easier it is to get your product, promotion, or sale in front of people searching for similar topics.
Since landing pages focus on one promotion, product, or sale, you can use them to move a specific marketing goal to the foreground for higher conversion.
In addition, landing pages live outside the taxonomy of your core website. Therefore, they give you the opportunity to isolate and track the success of a particular service, set of keywords or goal.
High converting landing pages act as portals to move visitors down the sales funnel more efficiently. Instead of having people stumble on your CTA somewhere on your homepage, they find it instantly on the landing page. That way, they can move on to subscribe, sign up, buy or join faster.
A strong website helps you reach your business goals, and well-designed landing pages are part of what makes a good site. Landing pages should provide your visitors with the information they need to convince them to make a purchase..
We recommend including the elements below to make your landing as effective as possible.
Not every visitor will make it to the bottom of your page, so your page’s structure and design play a significant role in its ability to convert visitors into leads. The key is to ensure your visitors get the information they need without scrolling.
The largest text on your page (your headline) should capture the visitor’s attention instantly. In addition, your headline is most effective when it clearly states how it solves a specific problem.
For example, this blog has the headline “How Your Tech Brand Can Create Landing Pages That Convert”. We leave no question marks around what this page covers or the benefit you’ll walk away with.
Your call-to-action (CTA) describes the action you want your visitors to take, such as contacting your team, subscribing to your newsletter, downloading the whitepaper, etc. The design and copy should both inspire people to take action. We’ll cover what makes a good CTA in more detail later in this guide.
Testimonials can increase conversions on sales pages by 34%. A first-time visitor may know nothing about your business or offering, so they’ll need proof that you can do what you say. So try adding social proof from previous clients, such as reviews, testimonials and case studies, to your page.
You need more than a well-designed landing page to convince visitors of your credibility. Along with testimonials and other social proof, elements like trust seals and a privacy policy help build trust with your audience.
While a headline can be a powerful motivator, your site also needs visual elements to give your page a real punch. Effective pages have graphics, photos and other media that add variety and bring the page to life. Without these elements, your page will look bland.
As a tech company, it’s crucial to demonstrate your cutting-edge technological abilities to your audience. A tech company with a slow website is like a tone-deaf opera singer — neither seem worth paying for.
So be sure to optimise any images or videos on your landing page to help maintain your page speed. If your landing page loads too slowly, visitors will likely leave before even seeing it.
Creating a high-converting landing page takes careful planning. When incorporating the elements mentioned above, use the tips below to make your page pop.
Building a landing page that converts visitors into leads requires an in-depth understanding of who you wish to target. If you haven’t already, the first step is to define the audience segment that this particular landing page will apply to.
You also need to know where your prospects are coming from online and what stage of the buyer journey they’ll be at to determine how much information to include. The key is to include enough to convert these people but not so much that you overwhelm them.
We mentioned the importance of an attention-grabbing headline earlier. The key to an effective landing page is to explain why your offer is unmissable in clear and concise terms. Therefore, you want to focus the headline on the primary benefit you provide.
We recommend a structure that includes the benefit-focused headline coupled with a subheading that provides further explanation of the offer or shares the value proposition.
Your landing page should also reflect the colours and style of your overall brand and website. A well-designed landing page using your brand colours will help you build a strong brand identity and attract more potential customers. The goal is to create a page design that helps people form a long-term relationship with you.
There’s no point spending hours creating a powerful headline if the rest of your website copy falls flat. Every sentence on your landing page must provide value, entice the visitors to scroll through your content and compel them to take the action you want.
Focus on crafting messages that will sell your CTA and help your visitor navigate through the page. Compelling copy also speaks directly to the visitor (using words like ‘you’ and ‘your’) to make them feel engaged.
Your lead form (“contact us”, “download the report”, “subscribe here”, etc.) should be readily accessible above the fold in case your prospect is ready to convert right away. Forcing them to scan through your page to get to the lead form risks changing their mind.
The term ‘above the fold’ refers to the content your visitors can see without scrolling — it’s in view as soon as someone hits the page. You can also add the form multiple times on the page or design the form to scroll with the user as they move down.
Your CTA is arguably as critical to your page’s effectiveness as the heading. When designing your CTA button, give it a vibrant and contrasting colour and make it large enough to stand out on the page.
Additionally, make sure the hyperlink the CTA takes the visitor to makes sense for their journey. For example, if your landing page relates to your new blockchain service, the logical next step would be to request a demo of the service or contact your team.
Consider the user journey throughout each stage of your landing page design to ensure every step makes sense for the visitors. Doing so can help you design a high-converting landing page every time.
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