Did you know that a landing page boasts a 9.7% conversion rate on average across all industries? That’s effectively 1 in 10 visitors becoming a customer, just from a passive landing page. It goes without saying that makes your landing page a critical aspect of your online marketing strategy.
The core purpose of designing an effective landing page is to compel users and potential customers to take action. For that to happen, you must use strategy when tackling each aspect of it – how much content should be on the page? What colour theme should it follow? Where should the call-to-actions be placed? And so on.
A well-built landing page can be highly effective in attracting users and converting them into customers. The question is, how do you make sure yours is converting that 1 in 10?
I have been in the industry for a while now and have built landing pages for hundreds of clients over the years. Through a combination of trial and error, industry knowledge and sharing best practices, know precisely how to create landing pages that convert.
Although there are several parameters to be considered, I have picked out nine of the most critical in helping your landing page meet its full potential.
1. Don’t Over-complicate things
Overdoing landing pages just to make them look fancier will only have a negative impact on your indexing. Whether you’re targeting your local community or a broader geographical area, keep the design and layout of your landing page simple. It should be easy to read, comprehend, and take action on.
I always keep ample “white space” on my landing pages as it offers clarity to the user. Using ample spacing with large text helps your readers to gather the main points from your page. The key here is to use font size for improved readability without making it chaotic. I recommend using a standard size for body text, keep headings a few points larger, and bolden call-to-actions (CTAs).
One thing I base all my designs on is the landing page’s loading time. If adding something to your site makes your page take longer to load, revert it. Even a second’s delay can result in a 7% loss in conversions.
In short, keep the page minimal. Don’t clutter it with words or images that aren’t helping to convert visitors. Not convinced? Take some design inspiration from here.
2. Be Concise & Compelling
The content on your landing page is a different beast to your other webpages. I always keep the copy short and crisp on a landing page because I only have about 10 seconds on average to grab visitors. That’s one of the biggest reasons for landing page content to be concise.
Follow an inverted pyramid approach by starting the page with the most important idea and then have the details further down.
There are three main aspects of my landing pages I particularly pay attention to:
Use Descriptive Headings
This is your first impression; make it count! Use a bold heading with clear information about what the user can expect to find. Adding subheadings also make your page more impactful as they can help to communicate your unique selling point (USP).
I often interchange the two, stating my USP in the heading and then using the subheading to brief the user about what I offer. Make sure you use the right words – the key is to convey your idea within as few words as possible.
Add More Than One Call-to-Action
The sole purpose of a landing page is to convert users by compelling them to take action, which is where call-to-actions (CTAs) come in. Once you’ve successfully briefed the user about your product or service and have piqued their interest, you need to offer direction.
A call-to-action, or CTA, tells visitors what to do next (fill a form, make a purchase, etc.) You need to make everything easy and accessible for the reader, so don’t expect them to scroll up and down your page looking for the CTA. Personally, I add three CTAs in my landing pages (top, middle, and bottom) to ensure that whenever users decide to take action, there’s a button close at hand.
Keep Your Lead Generation Forms Short
I’ve seen lots of marketers make the mistake of adding too many fields in their contact forms. You need to bear in mind that users will “bounce”, or leave your site, as soon as they find something difficult or tedious. It’s why I always keep things simple to understand and easy to act on.
Your lead generation form on the landing page should be short, with only the absolutely essential fields displayed. Never ask for information a user may be hesitant in providing – for instance, don’t ask for date of birth or address. If you really need this information, you can collect it at a later point in the buyer journey.
3. Be Credible
If there is one thing I have learned from experience, it’s that users won’t take action if they don’t find you credible, no matter how good your CTAs are. It is why I always make sure to take every opportunity to show potential customers that I’m trustworthy.
You can use testimonials from previous clients, statistics, press releases, or even offers like a money-back guarantee to earn a user’s trust. In fact, all of these are parameters of a successful landing page. Add these parameters to your page, but be sure to keep the focus on your CTAs.
4. Images Are Key
Compelling users in a few seconds is a challenging job, even for experts. Fortunately, we have images to help. Using relevant, high-quality, and captivating pictures can keep a user engaged long enough to go through your call-to-action.
If you are selling a product, I always recommend investing in a professional photoshoot and using the best possible images on your landing page. A professional photographer can help you take pictures that are more likely to convert a user (and further boosts your credibility).
5. Test Your Landing Page Before Launch
There are various elements that make a good landing page, all of which need to integrate perfectly for the page to show results. Even if a single element doesn’t work, the landing page can suffer.
Once you’re done creating your landing page, you want to know if it is capable enough to drive traffic. I remember decades ago, when I first got into digital marketing, I used to scrutinise the landing page and launch it, only to find it performing below par.
You want to launch the best possible landing page, so it serves the purpose of amassing traffic and converting that traffic into leads. Today, I do that by A/B testing my landing pages. This is a way to test multiple variations of the same landing page and analyse which variant performs the best and why.
I test several elements of my landing pages during A/B testing, including different buttons, designs, spacing, images, and more. Although there are different tools you can use for testing your variants, I personally prefer Google Analytics due to its sheer utility, optimal results, and of course, user-friendliness.
Here’s a pro tip: if you’re new to this, start by comparing a single metric. So, for instance, you can test two nearly identical pages with different colour schemes to see if one attracts more traffic than the other.
6. Encourage Social Sharing
People trust people. A post shared by a user on social media is often more credible to that person’s network than a post from your own business profile.
I always make sure to add buttons on a landing page that allows users to share content directly on their feed. Their recommendation will not only enhance your business’s credibility but will also translate into more traffic.
Here’s a tip: To avoid cluttering the landing page, I only add buttons for the social media platforms I know my audience is most likely to use. For example, if the majority of my potential customer base use Twitter and LinkedIn, I will add links only to those platforms, as opposed to TikTok and Instagram.
7. Create Responsive Designs
Almost half of the people using the internet access it on their phones. Your landing page needs to be optimised with this in mind.
A lot of people create websites that look great on desktops, but on a phone or tablet the headers and text go haywire. We’ve all seen it. This is a surefire way to have visitors bounce from your site.
I always suggest that anyone designing a website optimises them across all devices before launch. It enables you to bring the best version of your page to the user, which improves the likelihood of converting.
I have made integrating a responsive design essential in my creation process, allowing anyone who might be interested in opting for my services to access my site, regardless of what technology they’re using.
8. Highlight USPs Through Videos
Industries across the globe are seeing increasing competition. It’s one of the reasons why I’ve started integrating elements that catch users’ attention on my landing page. For example, instead of only using content to explain my services, I now add personalised videos.
Research shows that incorporating videos into your digital campaigns accounts for 34% higher conversion rates. They’re especially helpful if your product is complex and requires more explanation.
And, not all users want to read. In our time-poor lifestyles, many people prefer watching a short, compelling video rather than reading a bunch of text on your landing page. Keeping this in mind and adding videos to your landing page may significantly boost its performance.
9. Designing An Effective Website Landing Page
From the tiniest detail to the most prominent additions, everything contributes to the performance of your landing page. I’ve seen several marketers struggle to attract traffic and generate leads from the most beautiful websites, purely because they’ve lost focus on the purpose of the landing page.
Landing pages are solely meant for attracting users and generating leads, while a website is an online brochure of your company. I normally create multiple landing pages for a website, catering to each service or product individually. Keeping a page focused on one service or product enables me to create more accurate design and content.
I learned all of this and more through trial and error. You can try and create your own landing page using the points mentioned above or, if it all sounds a bit out of your comfort zone, benefit from my experience and get in touch.
I can help you create the best landing pages, produce multiple variants for A/B testing, conduct various tests to identify page performances, fix potential errors, and launch the best-performing version of your landing page.
Designing an effective landing page that converts traffic into leads is a tedious and challenging process. You can get started by focusing on the points mentioned above, or hire me for assistance by clicking below.