Tips for Building a Landing Page that Converts

tips for building a landing page

You’ve developed a killer digital marketing campaign, your SEO strategy is on point, and the traffic towards your website is better than ever. However, your leads are stagnating or growing only marginally. Even if people visit your landing page, they bounce off pretty quickly.

Does this sound familiar? If it does, there’s a good chance that your landing page isn’t well optimized. It’s not uncommon for marketers to get caught up in designing a top-notch user experience while ignoring the purpose of a landing page. If people aren’t taking action after visiting a landing page you might need to change it up.

To build a landing page that converts you need to ensure it follows its purpose and understand what makes it different from any other webpage.

Landing pages are extensions of your product profile. Don’t clutter them up with excess information and focus only on what truly matters to your target audience. If they made it to your page, that means your marketing efforts worked and you need to ensure the information on the landing page directly relates to the corresponding campaign.

Ensure clear messaging

New visitors might be unfamiliar with your business, so it’s important to include a strong value proposition that both explains what your product does for them, and what distinguishes it from the competition. This information should be placed at the top of the page so as to be immediately visible. 

Don’t over explain. Keep your messaging clear and concise. If you get lost in minutiae, you’ll just muddle the messaging. You need to have clear calls to action for your visitors. 

Finally, the information on the landing page should be clearly aligned with the marketing campaign or whichever lead generation led them there. Otherwise, the visitor might just stay the visitor and you risk losing them as a lead.

Define the purpose of your landing page

While “conversions” are a good goal, you need to decide what conversion means for you. Is it sales? Subscribers to your mailing list? Perhaps you want subscribers to your premium service?

Whatever your goal, you need to understand it and incorporate it into your page design. It will inform the calls to action and even off-site parts of your marketing strategy.

Have a strong offer

This is the core element of a landing page and it builds on our previous point. If your offer isn’t compelling, how can you expect the visitors to follow your CTA?

While the offer depends on your business and goals, it needs to align with your customer’s journey. If it’s targeting prospects in the early stages, you might not want to offer discounts just yet. You can start with a newsletter subscription or an ebook offer. When prospects move further down the funnel, you might offer that discount, a coupon, or a free trial.

Include visuals

People respond well to visual stimulation, so how your page looks will be the first thing any visitor notices. This will set the tone of your page and guide the visitor along the path you set.

Now, while the design isn’t the main focus of a landing page, it can significantly influence conversions. Introducing videos, infographics, or gifs will make visitors more interested in content and keep them on the page long enough to fully absorb your message.

Visual information should make sense and guide the visitor to make the decision to convert. You want to show the product or service in use or perhaps focus on abstract images that evoke emotions related to your offer.

Call to action

You can’t have a landing page without a CTA. Whether it’s a button the visitor needs to click on or a more complex form they need to fill out, it needs to be persuasive.

The CTA needs to grab visitors’ attention and the text should include the value add they’ll gain by opting in. Using words like discount, free, deal, and now can create a sense of urgency and benefit.

If you can, include links for sharing the page on social media. Adding interactive content such as quizzes, ratings, or calculators. This will ensure the visitor stays on the page longer and stays engaged, increasing the likelihood of conversion.

It’s not over yet

After you’ve made your landing page, followed the best practices, and launched it… your work isn’t done yet. You need to measure the page’s performance and make sure it’s meeting conversion goals.

In addition, tracking industry benchmarks can help you measure the success of your landing page. While the conversion rate varies by the industry and is affected by many other factors, landing pages should have a conversion rate of 2–5%.

All of this information will help you fine-tune your landing pages, both present and future. By learning what works, what doesn’t, and why you can improve user experience and boost conversions in the long run.

Wrapping up

While the tips above are used by a large percentage of high converting landing pages, that doesn’t mean that all of them have to work for your specific circumstances. Don’t be afraid to experiment and always keep user intention in mind. 

Focus on clear messaging and remember that the purpose of a landing page is to get the visitor to take an action. So make the action obvious.

That’s as good of a starting point as any, the rest is up to you.

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