A well-designed landing page is the key to ensuring you run a successful marketing campaign, you can create or turn your current landing page into a conversion generating machine by using the right approach to its structure and content. After all, a few small factors of the landing page can be the deciding factor in whether your page converts your visitors into paying customers.
What Is a Landing Page?
A landing page is a standalone web page that is separate from your core website. The page is created specifically for your marketing campaign with the goal of driving a specific outcome, whether that be the visitor making a purchase, signing up for your newsletter or downloading your new resource. The landing page could possibly be the first interaction a potential client has with your brand, the page needs to stand out while also being effective at getting you the result you want.
Why Your Marketing Campaign Needs a High Converting Landing Page
Landing pages play a key role in your overarching marketing funnel. They:
Focus user retention: By eliminating unnecessary navigation you ensure visitors stay engaged on the webpage.
Encourage specific actions: Whether it’s filling out a form, clicking a button or making a purchase, the entire page is tailored for one goal.
Provide easily measurable results: Each landing page can be optimised for better performance by using analytics collected with A/B tests.
Keep reading as we dive into the 8 actionable tips to create a landing page which converts.
1. Have a Clear and Compelling Title
The title of your page is the first thing a visitor sees. It needs to grab the user’s attention and immediately show the value which the page contains.
User clear language and address the audience directly. For example, “This Is How You Can Boost Your Sales By 50% in 30 Days” drives more engagement than “How to improve sales”.
Focus on the benefits of what you are selling / displaying and not the features of it. By highlighting what the user will gain from your service / product rather than what the actual features are, your message is more direct towards the user and allows them to relate to what ‘issue’ you are fixing for them.
2. Use a Strong Call-to-Action
Your call-to-action is the heart of your landing page, it needs to stand out and be action oriented.
Make the CTA button stand out: Use contrasting colours and a stroke, when necessary, also position the button above the fold. You can check if your colour for the button and your background colour passes the contrast checker here.
Use active language: Phrases like “Get Started Now” or “Download Your Free Guide” are more effective than using generic terms like “Submit” or “Click Here”.
Repeat, repeat, repeat: If your page is long then including multiple CTAs increases the likelihood to capture the user’s interest.
3. Prioritise Simplicity In Design
Minimalist designs can reduce stress on the brain, resulting in a clearer mind. Studies show that while under stress users are far less focused which can result in a lower chance of getting the desired action.
Eliminate distractions: remove unnecessary menus and links that may lead users away from your landing page, you want to keep people on the page as long as possible or as long as it takes to make your CTA work.
Stick to a minimal layout: Use a balance of white space to make your content easy to digest. The key is balance though, because you do not want the page to look plain and boring
4. Optimise For Mobile Devices
According to google over 50% of all traffic is from mobile devices, it is essential to ensure you landing page is mobile-friendly.
Responsive design: Make sure that the page adapts seamlessly to different scree resolutions and sizes.
Clickable elements: If you have small buttons or links, it is important to make sure that tapping them on a smaller screen is still easy and accessible.
5. Leverage Visual Elements
High quality visuals, like images or graphics, increase engagement and make your page more appealing.
Use relevant images: Showcase your product or service in action to help users visualise its benefits and features.
Include videos: According to some studies, a video explaining your offer can boost the pages conversion rate by up to 80%! Videos make what you are offering feel more personal, and they can relate a face to your product / service.
Avoid clutter: Stick to only a few visual elements that enhance the CTA rather than overwhelm the visitor.
6. Build Trust With Social Proof
People are most likely to act on your CTA if they see that other people have done so too and if they have achieved positive outcomes.
Customer testimonials: Highlight testimonials from your past clients along with photos of them to authenticate the quotes.
Certifications and awards: If your company has any awards, guarantees or certifications, surrounding what you provide then you should also include them on the landing page as this further reassures users.
Case studies or stats: Show real-world results to back up your claims.
7. Write Persuasive Copy
Your landing pages copy should speak to your audience’s pain points while also displaying how your offer fixes their problems.
Be concise: Use short paragraphs to keep the reader’s attention. If you do need to include lots of text, add graphics or images to separate the large blocks of text.
Focus on the benefits: Explain how your offer solves the readers problems and improves their livelihood. Be sure to use convincing wording and ensure that it is written using confident language.
Use urgency: Phrases like “24 Hours Left to Claim Your Limited Time Offer” and “Only 3 Spots Left! Sign Up Now” can work well. The important part is finding what style works with your audience.
8. Test, Analyse and Optimise
Even the most effective landing pages need continuous improvements to increase conversion rates.
A/B testing: Experiment with different titles, colours and CTA messages to see what resonates best with your audience. Your audience can also change over time which is why it is important to constantly monitor the performance of the page and adapt the content to match with the evolving audience.
Track key website metrics: Monitor the pages bounce rates, time spent on the landing page, and the conversion rates by using tools like Google Analytics, Rank Math or any other reputable SEO tool.
Conclusion
Creating a high converting landing page requires a combination of thoughtful design, persuasive copy and ongoing optimisations. By using these strategies, you will not only capture your audience’s attention but successfully convert that attention into your desired outcome. Take the time to test and refine your landing pages regularly. Success comes with improvement, and you cannot expect to get it right the first try.
Need help with creating or optimising your landing pages? Contact us today for a landing page consultation and let us help you turn your ideas into results!
Frequently Asked Questions
What is a CTA (call-to-action)?
A CTA is a clear instruction which encourages users to do a specific action, whether that be downloading a resource or making a purchase.
What is SEO?
SEO stands for 'search engine optimisation' and is a set of techniques that helps websites rank higher in your search engines results.
