Making a good landing page isn’t rocket science—but it does take some work. You need to learn how to make a good landing page that gives the customers what they want. That means going beyond simply designing something that “looks good.”
Because a landing page is designed exclusively to boost conversions, there are certain elements that it needs. It is crucial that you get these elements absolutely right, otherwise your conversions will be down.
What is a Landing Page?
The goal of a great landing page is to increase conversion rates in order to reach your marketing or business growth goals. A landing page can be many things, from a homepage to another single page created for a specific campaign, product, or sale.
A landing page is usually promoted through Google Adwords or another similar service, and it exists for one reason only: to convert. Again, this can be your homepage, if you set it up to increase conversions, for example.
Benefits of a good landing page
Getting SEO Ranking
Landing pages are crafted to target a specific set of search terms. They’re also promoted using Google Adwords and other paid boosting methods. Both of these move the landing page up in ranking and get your product, promotion, or sale in front of people searching for similar topics.
Advertising or promoting an upcoming sale, event or product.
A landing page can be created to increase the coverage of a new product, event, or sale.
Making the buying process more efficient
A high converting landing page acts simply as a portal to move visitors down the funnel more efficiently. Rather than people stumbling upon your CTA somewhere in your right rail or on your homepage, they find it right away on the landing page and move on to subscribe, sign up, buy or join.
How to Create a Landing Page That Converts
Before you even begin putting together your landing page, you need to determine what you want it to accomplish. Are you looking to grow your email list? Promote a new product?
Once you have your goal, message, and keywords, you can start putting your landing page together. Start thinking about the elements you want to include: a CTA, a sales pitch video, or maybe a form. Let’s take a look at these Essential Landing Page Elements in detail.
1. An informative headline
A headline is where everything begins — interest, attention, and understanding. It’s what compels a visitor to stay and learn more about what you’re offering.
Here’s what it needs to accomplish:
2. Intuitive sub headings
An intuitive sub heading, coupled with a great headline are key to bring it home what you do and what you're about to the client once they and on your website. Sub headings are a way of helping a user kind of skim head down the page to find exactly what they're looking for. Which is great for conversion.
3. Appealing aesthetics
Giving your page a killer UI will help visitors to your site want to stay and browse, because nobody wants to spend time looking at an ugly website. A clean design will help visitors to learn more about your company, or product and thus help them see evidence of value your offering.
4. Effective Pictures
Photography can make or break a great landing page, it can be the difference between a user enjoying their experience on your site, trusting you and buying your product and users not liking your site, and leaving promptly. In fact, the brain processes images 60,000 times faster than text. This means that visitors will be affected by the images on your landing page immediately.
So as you select and place your images, you should:
If you can't afford a professional photographer, there are a load of royalty free sites out there for you to find the perfect images.
If you are selling a physical product, it is essential that your landing page contains an image of the product. If you are selling a service, the primary purpose of the image should be to grab attention and demonstrate relevance to the visitor.
5. Methods of contact
Make sure your landing page has plenty of ways for the customer to convert, these could be links to your contact page, links to subscribe or links to find out more.
Here’s what to keep in mind as you add contact information to your landing page:
1. At the most basic level, provide some assurance that you are a real company. Usually, this involves a physical address and a phone number.
2. Live chats featured in a popup can be helpful, but not a must-have. Using live chat is somewhat controversial. If you insist on using one, do your homework, and make sure you have some convincing reasons for keeping it there.
6. A Powerful Call to Action
To create a high converting landing page, this is the most important element of all is the call to action. It’s what ultimately converts visitors into customers.
This is the most important element in your Landing page. After all, this is the element that the rest of the content on the page is designed to drive visitors’ attention to.
1. Use a button. People have been trained to expect the CTA to be a button. Do not attempt to force back years of expectation by using something other than a button. Stick with the tried and true. People know what to do when they see a button.
2. Use a contrasting color. To make it stand out, your CTA needs to contrast from the other colors on the screen.
A high converting landing page is a place where all your efforts come to fruition. It is a really great way of getting users not only to your site, through effective SEO but also a way of showing off your business in a unique way. This is the place where customers click, people buy, and you earn revenue.
Fortunately, creating a powerful and high-converting landing page isn’t rocket science.
Start by implementing each of the tips in this post, and you’ll be well on your way to engaging your visitors and converting them into customers.
Do you need help creating a high converting website landing page? Why not get in touch and we'll help you along the way.