One of the most overlooked aspects of marketing is the landing page. Often businesses forget how important landing pages are not just in capturing leads but also in converting them. A well-optimized landing page can boost your conversion rates by up to 80%! Imagine how effective your marketing campaigns will be when creating the perfect landing page.
Because this standalone website page is crucial to attracting leads, you need to incorporate a couple of elements to make it stand out. In this article, we’ll discuss how you can create a landing page that converts so that you can acquire more customers for your business.
What makes a good landing page?
A good landing page contains a strong value proposition to generate sales from site visitors. It’s more focused and specific than your website’s homepage to increase the chances of conversion. Some of the characteristics of an effective landing page are:
- Clear, concise offers
- Provides site visitors access to other marketing channels
- Speaks to a target audience
- Free of clutter and distractions
- Focuses on the product/service, not the company
Building a landing page is one thing, but creating one that converts is a different story. To make sure you generate the results you’re looking for, you need to optimize your landing page accordingly. Here’s how you can achieve just that.
1. Create an eye-catching headline
The first step in creating a killer landing page is the headline. The headline is what generates interest from your site visitors, and you want to make sure they get hooked the moment they start reading it. But the problem is that marketers use lengthy headlines that don’t provide context to what their product/service is all about.
When creating an eye-catching headline, you want to keep it short and sweet. Aim for below 20 words (preferably under 10) and include as much information about your product/service as possible. The headline is your chance to make a solid first impression, and the customer should be immediately aware of what you’re marketing them.
For example, suppose you’re creating a landing page for a photography website. In that case, you can write a headline like “capture the world as you see it” or “turn ordinary photos into extraordinary.” These are examples of eye-catching headlines with a bit of creative flair. The site visitor knows exactly what the landing page is about, encouraging them to keep reading.
There will be instances where the product/service your marketing is too complex to fit in 10-20 words. In this case, you want to use a subheadline to explain your landing page’s contents further.
2. Convey your brand’s tone and message
If you want to create a landing page that converts, you need to add a touch of personality to your copy. Generic writing will likely bore your site visitors and prompt them to leave the landing page quickly. To stimulate interest, incorporate a bit of humor and tone into your writing. These elements work great, especially if your target demographic is millennials and subsequent generations.
You also need to write copy that conveys your brand’s message. To achieve this, take the time to understand your target audience. Know what makes them tick, and use that to write clear, concise, and direct content. Your landing page should be unique but not too over-the-top that site visitors get lost in your copy.
3. Improve your landing page’s load time
You only have a small window of opportunity to capture your reader’s attention. Every second that your page loads, the risk of site visitors leaving your website increases. That’s why you should optimize your landing page’s load time to ensure the best results. The purpose of a landing page is to introduce users to your products/services quickly. The last thing you want is for your site visitors to wait for a couple of seconds before they ultimately get frustrated.
The faster your page loads, the higher your conversion rate will be. There are plenty of page speed tools available to help identify issues with page speed. One example is Google’s PageSpeed Insights where it shows recommendations on improving your load times. You can also use the Mobile-Friendly Test tool to know how your page performs on mobile devices.
The biggest culprit of slow page speeds is file sizes. If you’re using high-resolution images on your landing page, you want to scale them down to the correct resolution and file size. The web images should not exceed 200Kb, and content photos should be under 50Kb.
Plugins can also slow down your landing page’s speeds by adding more codes to load. Check your WordPress account and consider uninstalling plugins that you barely use. You should be able to notice a slight improvement in your page’s loading times.
4. Implement a convincing call-to-action (CTA) button
Perhaps the most crucial part of a high-converting landing page is the call-to-action (CTA) button. The CTA is what gets the ball rolling and leads your site visitors one step closer to a sale. After all, it’s what ultimately converts site visitors into customers, so knowing how to implement a convincing call-to-action is vital to your campaign.
Effective CTAs are those that stand out from your landing page. They’re easy to spot and encourage site visitors to take action. With this in mind, you want to make sure you write compelling copy for your call-to-action. Let’s take our previous example from the headline, which is photography. An ideal CTA would be “see full portfolio and pricing” or “start portfolio tour.”
These examples prompt site visitors to look into your portfolio and introduce them to your pricing options. Once you have your copy nailed down, the next thing you should focus on is the design of the CTA itself. Make the call-to-action bigger than the other texts on your landing page to make it appear more noticeable. In terms of color, use bold, contrasting colors to draw attention and compel clicks.
You can also add graphics to emphasize your CTA further. Just make sure the image offers a logical flow from a design perspective.
5. Constantly A/B test your landing pages
Landing pages aren’t a set-it-and-forget-it thing where you make slight tweaks and leave it as is. You want to know if the changes you’ve made are actually working, which is why you need to conduct A/B testing. Simply put, A/B testing is comparing two versions of your landing page to see how well the new variation performs.
For example, if you want to try out a new headline, you can conduct A/B testing to know whether it will generate more click-throughs and engagement than the previous headline. This comparison test may sound complicated, but in reality, it’s much easier than you think.
There are plenty of A/B testing tools online where you can make in-depth comparisons of your control page (the current state of your landing page) and the variation page (the page with the most recent changes.) Tools like Unbounce, Crazy Egg, and Google Analytics all provide valuable insights that will help you make the proper adjustments to your landing page.
A/B testing is invaluable in creating high-converting landing pages. If you notice your landing pages aren’t converting, you may need to switch things up by changing your CTA or adding videos to provide a more interactive experience. Constantly tweak and analyze your pages to connect better with your target audience.
5. Add customer reviews to your landing page
Customer reviews have the power to shape the perception of your brand. By showcasing how others rate your products, you can build trust with your site visitors and bring credibility to your business. Online reviews matter as they’ve become the modern word-of-mouth method to generate brand interest. So, why not incorporate them into your landing page to boost your conversion rates?
You can feature online reviews on your landing page using a tool like Yotpo. Yotpo curates ratings via social media and offers plenty of data-driven tools that make it easy for customers to review your products/services. They even have a photo and video request to make ratings impactful for your brand.
Testimonials are also effective at showing how reliable and trustworthy your business is. Personal stories are influential and offer customers a deeper insight into what it’s like to do business with you. These are perfect for tailor-made services where you cater to the client’s specific needs. Consider adding testimonials to showcase your expertise in a particular field.
It’s clear that landing pages are essential to your marketing strategy, and creating one that converts can be a game-changing move for your brand. Well-optimized landing pages help you generate leads and improve lead acquisition in the process. By implementing these five tips, you’ll be able to increase your conversion rate and experience more success from your standalone web pages.
If you need bookkeeping services and want to assess the financial health of your online business, we are here to help. Feel free to fill out the form below, and we’ll contact you shortly.