How to Build Landing Pages That Convert
Making a landing page is a fairly straightforward concept, but there are a lot of things that can go wrong.
Even if from a technical standpoint it isn’t that complicated, when you think about the goal of any landing page, there are a lot of rules to follow to build a truly effective landing page. And this is easier said than done.
High-converting landing pages are one of the fundamentals of successful PPC campaigns, and their are many techniques and tactics marketers use to optimize landing pages for lead generation. High conversion rates are what makes a great landing page!
What’s a Landing Page?
A landing page is a web page a user lands on after clicking a link, such as the link in your paid ads (PPC), a blog post, or another page of your site.
The goal of a landing page is to get someone to do a specific action:
- Sign up
- Fill out your Contact Form
- Book A Demo, Schedule an Appt., etc.
- Download an Ebook or PDF
- Make a Purchase
- Call Now
You can use any page on your site as your landing page, or you can create one from scratch for specific marketing campaigns. Truly successful landing pages need to have certain elements to ensure the user can and will end up taking the action you want them to take.
When done right, landing pages can cross off a lot of items on your marketing to-do list:
- Improve SEO rankings
- Get more high-quality leads
- Increase revenue
- Help you learn more about your target audience and demographics
What Makes a Good Landing Page?
Even if you can use any page on your website as a landing page, it’s best not to consider it as part of your website.
Your entire website makes sense together when all the pieces are accessible. However, a landing page works a bit differently. Ideally, the user accessing the landing page should already have everything they need to make their decision.
So, what exactly do they need to decide? Here are a few elements your landing page should have if you want it to convert:
1. A Good Headline:
It’s the first thing people will see when visiting a landing page, so think of it as the reason why they may start interacting with it and reading down the page. The strength of the headline and the overall messaging are critical for the landing page to be high-converting. A powerful headline should grab the visitor's attention & be descriptive of what people are about to find on the page, but not give off all the information. Instead, it’s more of a tease, to make them curious and want to find out more.
2. A Convincing Subheading:
The subheading reinforces the idea of the headline. It also doesn’t give people everything about the offer, but it should contain the main reasons they should keep reading. So if your offer has some big perks, the subheading is a good place to tease them.
3. Stunning Visuals & Design:
The landing page shouldn’t just contain text. Website visitors, who are your potential customers, face a lot of content on the web, so to make sure they don’t exit the page quickly, you need to catch their attention. And strong visuals help you achieve this. They can reinforce the feeling you want to create or draw the user’s eye to a specific part of the page you want them to look at. The landing page design is also important, with a strong cta button, and social proof to help build credibility for your product or service. Make sure your value proposition is clear and easy to see and understand on the landing page as well.
4. The "WHY":
Say a user sees your PPC ad and decides to click the link. Once they arrive at your landing page, you can provide a bit more context than in the ad, but you should place more emphasis on the ‘WHY’. Specifically, why should the user take the action you want them to, like to sign up for a subscription plan. What’s in it for them? What pain points are you addressing through your product and service? How does it make their life better? Essentially, you need to describe to them something they’ll lose if they don’t act, and something they’ll gain if they do.
5. Your Contact Information:
This is a sign of credibility. Users might feel the need to ask more questions or simply do their due diligence to figure out who you are as a company or brand. It’s best to give them an easy way to do just that by adding your contact information at the bottom of your landing page. Make sure your phone number and contact form are easy to find for your website visitors to encourage contact.
6. A Guarantee:
People love guarantees, especially from brands or businesses they’ve never interacted with before. It gives them extra peace of mind and a form of protection, which can help them overcome uncertainty and convert. Guarantees can come in different forms, and you should choose one that best suits your product or service.
7. A Good CTA:
Lastly, your landing page needs a good Call-to-Action. This lets people know what they need to do and can serve as the tipping point that wins you a conversion, such as a lead capture through your form. Reminder... always follow up quickly, response time matters!
Over to You
Landing pages have a lot of weight to carry, but these 7 tips can help yours convert much better. Just remember to ensure the page fits seamlessly into your overall sales funnel.