Building a Landing Page that Converts

Want to know how to create an awesome landing page that produces high conversion rates? Don’t know where to start? No need to worry, we have got you covered!

First off, let’s begin with what a landing page actually is. A landing page is a tool used to deliver the four W’s of your offer. These are what your offer is, who it’s for, why you created it, and what transformation your products/services offer. Landing pages are also a static page that persuades visitors to take a desired action. This could be to request a free demo, purchase a product, subscribe to your email newsletter, or simply to gain your business. The list is ongoing! The most important thing is that your landing page is convincing and engaging enough to motivate the visitor to complete the desired action. A landing page is more than just a page on your website; it is a goal-driven piece of content that lets people know why they want to work with your business. If done right, your landing page can be gold. It can be one of the most essential parts of your sales funnel, customer journey, and conversion success. 

So how do you actually create an awesome landing page that produces high conversion rates?

First of all, it is incredibly important to use a call to action (CTA). This is the most important element that stands between your visitor and the action you want them to take. If you don’t have a CTA, you might risk distracting them from the objective at hand. Sprinkle your CTA confetti throughout your landing page. If you have content below the fold, then repeat the CTA. Be sure to de-emphasize the other CTAs visually though, in order to emphasize the primary CTA. 

Secondly, you need to make your CTA stand out. No one is going to subscribe to your emails if they can’t find the button or link! You want them to know how to take that desired action immediately by grabbing their attention. Pro tip, use a contrasting colour or arrows and imagery to point to it!

Where should you put your CTA?

It is crucial that you place your CTA above the fold. If it is difficult for the viewer to see the button without scrolling through the website, they will get distracted or miss it, causing the chance of success rate to decrease. You want to place it closer to the top of the page where it is clearly visible. You may be wondering what I mean by above the ‘fold’. It is the part of the page that is visible without scrolling. See below for an example of above and below the fold.

Create a compelling header

Since your header is often the first thing people see, it is important to hook them right away. Don’t try to be overly clever but simply state your purpose or objective when creating a compelling header. Why are you able to help them? What is in it for the viewer? Keep your landing pages focused on the goal.

You also want to make sure you align your header with your ad copy. If someone clicks on an ad or social media post, they are expecting the copy of your website to mirror that of the advertisement, otherwise they might be confused and think they are in the wrong place.

Keep additional copy short, concise and captivating

Other than your header you want to include additional copy to further capture your readers’ attention. Keep it short and concise. The longer it is the more you risk boring your viewer and losing their attention. A good way to communicate your keys points is by using bullet points. Pick the most important parts you want to convey and create punchy bullets that relay your key points in as few words as possible.

What is your unique value proposition? What sets you apart from the rest? You should try to find a way to include it in your copy to stand out. Be sure to also include future pacing into your copy, this will give your visitors a sense of what will happen after they say yes. Future pacing is like a highlight reel that paints a picture of what is possible for your visitors and how your offer will get them there.

Another quick tip; clearly state who your product and offer is for and place this near the top of your landing page. This is the magic mirror where they see themselves in the copy and keep reading. 

Use engaging imagery

Last but not least, use engaging imagery. People are inspired by powerful imagery and a compelling landing page doesn’t just have content and a form to collect information. Graphics are one way you can catch your reader’s eye and engage them with your content. It is important to use intriguing graphics to highlight the nature of your page.

The list can go on and on with suggestions such as including your various methods of contact, including testimonials for credibility, aligning design elements, flawless grammar and spelling and many more. In the end, by following tips from this list and a little bit of research about your marketing goals, you too can create a high-converting landing page! If you are struggling with creating engaging content for your viewers, feel free to contact us and we can create a show stopping website for you that increases your success rate. By taking advantage of one of the most effective ways to convert people to new customers, we’ll make your landing page a success!