How to Build a High-Converting Landing Page: Best Practices and Examples
A landing page is a website page that describes the services or products your business offers to its customers. It could be your homepage or an individual page created to advertise a service or a product. However, the difference between a landing page and a homepage is how people find the page. People find a homepage through online links or word of mouth, but a landing page is found organically, through search results or relevant pages. There are three characteristics of a good landing page: it has a captivating heading, clearly describes the services or products offered, and includes a call to action. Landing pages are created for one simple purpose: to boost conversion rates, drive more people to your website, and increase sales. Other benefits of a good landing page are:
- Will improve your SEO ranking on Google pages
- It will help build your brand and connect with like-minded individuals
- It leaves a good impression on your readers.
Below are ways of creating an effective landing page for your online business:
1. Do your Research
Gather information about market trends and your customers to understand the target market for your products or services. You can do this by visiting Google Trends to discover what customers are interested in and customize your products or services towards that. Conducting thorough keyword research will help you boost your SEO traffic and increase conversions. It is also imperative to advertise your business through social media to attract more people to your page.
2. Design your Landing Page
Using various design elements on your landing page may be the missing link to growing your online business. The following are essential design elements for a high-converting landing page:
- a) Captivating Headline
It would help if you had a simple, clear, and captivating headline that introduces a solution to a problem to increase conversion rates. Research has shown that most users will be attracted to a headline that is consumer-benefit-oriented and incorporates a feeling of urgency. Moreover, 50% of social media shares come from people who have just read the headline.
- b) Appeal to Visual Senses
Photos and videos appeal more to customers than text. It is thus imperative to include high-quality images and videos on your landing page to attract users and boost conversion rates. The visuals should be large, of high quality, and should be consistent with the product or service your online business is offering.
- c) Lead Forms
Your lead form or call to action should be visible on your landing page to ensure that the user does not have to scroll down your page searching for it. It should be “above the fold,” meaning that it should be visible at the top of the landing page or should scroll with the user as they move down the page.
- d) Call To Action (CTA)
The secret to a high-converting landing page is a clear, simple, and clickable call to action. Inviting your customers to perform an urgent action on your landing page is a sure way to turn your readers into subscribers and consumers, increasing your conversion rate. Ensure that your call to action button is large, bright, with contrasting colors. You can also include graphics to entice the user and draw attention to the CTA button.
- e) Testimonials from Past Clients
Research has shown that referrals make up a major proportion of sales in small businesses. Customer referrals improve your business’ credibility, making it easier for new customers to trust you. Incorporating endorsements from real clients in your landing page will build trust and confidence in your services and, ultimately, increase conversion rates.
- f) Contact Details
Including contact details such as the physical address of your business, your email, phone number, and social media handles will go a long way in convincing consumers that your business is authentic. Building trust in your business will promote good relationships, prevent misunderstandings, and increase conversion rates. Chat pop-ups are another way of interacting with your customers. They offer a quick and interactive way of communicating with your customers, addressing their concerns, and dispelling any fears they may have. High-converting landing pages understand the importance of good customer-business relationships for their business and invest in effective communication channels.
- g) Design Tools
There are a number of design tools available on the internet that will help you design a high-converting landing page. These include Unbounce, OptimizePress, PopUpDomination, and InstaPages. Some of these tools, like Unbounce, will guide you in carrying out A/B tests to discover the best design for your page. Others, like InstaPages, will help you design a high-converting landing page at no cost.
- h) Create an illusion of Scarcity
It is well-known that people like things of value that are difficult to access. Creating an illusion of scarcity with phrases such as ‘time is running out’ and ‘only a few days remaining’ will instill the fear of missing out in your users (FOMO) and may lead to increased conversion rates.
3. Persuasive Copywriting
The wording in your landing page is an essential element to consider as it will contribute to the success of your page. To establish a high-converting landing page, use persuasive language that relates to your audience and the product or service your business is offering. Avoid wordy descriptions that might bore the reader, and instead, focus on delivering your message clearly and concisely. How? Keep reading.
- a) Focus on the Main Points.
The main points include the pain point, a solution, benefits, and features. Once you have explained the services your business offers, explain to your customers that you understand their struggles. Being empathetic to your customers will foster trust. Next, provide a solution to their problem and the benefits of employing your services to solve it. Lastly, consider mentioning the features of what you are providing to increase the chances of boosting your conversion rates.
- b) Manage the Risk of Converting.
High-converting landing pages employ the use of assuring sentences next to your call to action. Sentences such as ’30-day money-back guarantee’, ‘easy unsubscribe,’ and ‘special discount’ will dispel any worries that your customer may have before clicking on your call to action.
- c) Deter Objections from your Customers.
Once you have created and optimized your landing page, go through each section, putting yourself in the shoes of the reader. Is there validity in your service or product? Address any misconceptions or doubts that they may have by offering more assurance about your business. You can also assess the frequently asked questions and use them as feedback to further improve your landing page. This tactic will undoubtedly boost conversion rates.
4. A/B Testing
A/B testing is a research methodology where you divide your consumers into two groups and show different pieces of content to each. It is done to determine which marketing method is superior to the other. For example, you can use two different colors for the call to action button: red and blue. The color that will receive the most conversion clicks will be chosen as the ideal color for the call to action button. By A/B testing and refining your landing pages over time, you’re making sure you get the best performance out of your traffic.
Grow your Business with Landing Pages.
Landing pages are an effective way of increasing conversion rates and driving sales. Currently, there are numerous ways of designing a landing page to suit your business. Thus, there is no excuse not to have a high-converting landing page. If you follow the tips above, you’re well on your way to designing a high-converting landing page.