5 Steps to Create High Converting Landing Pages
You create landing pages to connect content with conversions, to bring in traffic and increase sales. Think about it - a landing page is often the last thing a customer sees before they:
- Request a demo
- Subscribe to a newsletter
- Set an appointment with a salesperson
- Download a free trial
- Or complete some other conversion
Customers arrive on landing pages by clicking on social media posts, pay-per-click ads, and other content. If your landing page is ineffective, all of the money and resources you've spent on those things is wasted.
On the other hand, an effective landing page will increase leads and sales. You also have the opportunity to collect important information about potential customers that you can use for all sorts of reasons.
Creating a high converting landing page is no simple feat. It takes a dedicated effort and an understanding of your target audience. Below I’m going to walk you through five steps that break down what makes a landing page successful, and show you how to create your own high converting landing pages.
1. Focus on responsive, mobile-friendly design.
23% of ecommerce revenue comes from users on mobile devices. When you design your landing pages, it’s smart business to consider that a large chunk of your audience will be coming from mobile.
In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. You must design your landing pages with responsive design as a priority.
What does that mean? It means using:
- Optimized images
- Short sentences
- Bullet points
- And subheadings
Your mobile-optimized landing page should have plenty of white space, and be easy to read at a glance. You should also focus on performance. Customers won’t convert if your pages chew up their data or are slow to load.
There’s another reason that mobile-friendly design can help, too. It forces you to be concise and focused on your design - you can’t waste screen space on a bunch of extraneous content.
You must focus on the message you want to send, and the action you want your customers to take. When you take this disciplined approach to design, your final product is going to be more concise and engaging.
2. Have one clear and compelling call-to-action.
You can’t create a high converting landing page unless your visitors have a clear action to take. The call-to-action is the single most important element on your landing page. It’s what turns visitors into customers.
First focus on the call-to-action text. Use powerful language - phrases like ‘click here’ or ‘submit’ aren’t compelling at all. Work on creating button text that truly grabs the reader, and makes them take action.
“Save Money Now!,” “Make Your Life Easier Today!,” and “Be The First to Try!” are examples of emotionally driven CTA text that users will respond to. Focus on the text that communicates one or more of the following:
- They are getting something for free
- They are getting something that is exclusive
- You will solve a problem for them
- They have a limited time to act
Here are some other elements that good landing page call-to-actions should have.
Use contrasting colors.
You probably have a specific color scheme that you use in your logo, website, and other documents. That’s great. It makes the content you publish instantly recognizable as yours. The only problem is that it can make your CTA blend in with everything else. Experiment with colors that contrast with your color scheme.
Use buttons instead of links.
Forget about links. Visitors to your landing pages will be looking for a button. Bold call-to-action buttons have become standard design.
Place your CTA where it will be seen.
There’s no rule that your CTA must be at the bottom of your landing page. Think about where the user’s eye will track as they read the page. Then place the button where it makes sense. This is one element of your landing page that might require some A/B testing.
3. Show people your company can be trusted.
Most landing pages ask visitors to give up sensitive information. By doing this, you’re asking people to take a leap of faith. It’s always a good idea to reassure them that this is a good decision.
High converting landing pages contain elements of trust. These are bits and pieces of evidence that prove you can be trusted, and there are five types of evidence you should use (though you don’t have to use them all at once).
Great Landing Page Copy
You put a lot of effort into your web pages and blog posts. Do you put the same effort into your landing pages? You should.
When visitors see landing page content with spelling and grammatical errors, they become wary. That’s understandable, because it makes you look unprofessional.
There’s also the issue of trust. Poor writing can be a red flag that indicates a company has quickly thrown together a web page. And if your copy is not clear, using plain English that your targets would use instead of business jargon, whatever content you have written won’t make sense.
You can use tools like Grammarly to help you with spelling and grammar, and guides like this one for examples of great landing page copy.
Proof of Expertise and Experience
- In business for 20 years
- Licensed and bonded in 50 states
- 50,000 satisfied customers
- Member of the local Chamber of Commerce
- Officially certified
- Since 1995!
You’ve seen statements like these on print ads, websites, television commercials, and other marketing materials for years. Business owners use them to communicate an important message. We are experienced, qualified, and have done what it takes to earn your trust.
Including this proof of experience and expertise can have a very positive impact on your conversion rates. It shows you have a good and established reputation. This is the type of thing that can turn undecided customers into paying customers.
Social proof is evidence - from your customers and clients - that you can be trusted to reliably deliver quality products and services.
First, there’s indirect social proof. This includes social media follows, number of subscribers, likes, and shares. The more social engagement you have, the more trust you can earn. Indirect social proof can also include things like reported revenue, employee size, and other factors that bring your business clout.
Then there’s direct social proof. This includes positive reviews, testimonials, and positive quotes from customers or influencers in your niche. It’s one person telling others I had a good experience. The simple truth is, trust begets trust.
Earn trust by letting visitors get to know you and your business. Include a brief personal story, video, or even a quote. Link to your company bio and history. Include your photo if possible.
Let people know who they are doing business with! Customers want to place a name, face, and story with a business.
PC: Neil Patel
Evidence of Security
Most IT and security software vendors will provide trust badges to their customers. You can place these on your landing pages to indicate that you have taken steps to ensure that customer information is always protected.
It’s something potential customers will look for before they supply their personal or financial data.
Which is most important?
Your best bet will be to start with quality landing page content. That’s what primarily brings people in and compels them to take a next step. Then, you can pick one or two other trust elements to include.
As you choose, consider the action you want customers to take. If you’ll be asking for a credit card number, for example, you should definitely focus on proving that your site is secure. If you’re collecting emails for a subscription list, some copy that creates a personal connection to your reader will be good.
4. Format and tag content so it makes sense to readers and search engines.
You’ve got a mobile-friendly design and good content covered, now it’s time to consider the format of your page.
Your landing page should start with a compelling headline - it's what people will see first. Here are some things to include in your headline to get visitors to keep reading:
Touch on a pain point.
If a reader sees your headline and thinks, ‘That’s me!’, they are going to read further. Make your headline relevant to your audience, and hint that you have a solution to their problem.
Use emotional power words.
Include words that create an emotional response. Some of the most effective emotions to appeal to are greed, fear, and anger.
- Greed: Qualify for a special gift!
- Fear: 24 Hours Only!
- Anger: Stop getting ripped off!
There are many words that have a psychological impact no matter where they are used. These include
- And irresistible
There are many others as well. Use them to set the tone you want.
It’s true. Numbers in headlines get attention.
Now break the page into sections.
Once you have a great headline, break your landing page content into logical segments. Each segment should have a subheading that makes sense. Readers can then scan your copy to find the information that matters most to them.
Headlines and subheadings aren’t just helpful to your readers. They make it easier for search engines to find your landing pages as well. This helps if you allow your landing pages to be indexed by Google and other search engines, which you should normally do because it encourages more traffic.
Logically structured content is easier for search engines to find and crawl. You can help the process by including header and title tags.
5. Keep visitors engaged with visual content.
Chelsey Green, QA director at IsAccurate says:
“We nearly always rank web pages with a high level of visual content higher than their competitors. This is an indicator of great user experience, and a desire to keep visitors engaged. Quality products and increased sales logically follow.”
The longer a potential customer stays engaged with your landing page, the better chance they will take the step to answer your call to action. By using visual content, you increase engagement, time on page, and conversions.
Even better, you have many visual content options to choose from.
At the very least, your page should include a picture portraying the product or service people will get for following your call-to-action. You can also use infographics, videos, and animations. Even a simple background video can be a compelling element to your landing page.
You spend a lot of time and resources on social media posts and paid ads. Make that time and money worthwhile. Use the tips above to ensure that you get as many conversions as possible out of your landing pages.