To start off, a landing page is a static page that persuades visitors to take a desired action. It could be to request a free demo, purchase a product, subscribe to your email newsletter, or simply to gain your business. The list goes on and on. The important thing is that your landing page is convincing and engaging enough to motivate the visitor to complete that desired action. It is more than just a page on your website; it’s a goal-driven piece of content that lets people know why they want to work with your business.
How do you create an awesome landing page that produces high conversion rates?
Well first, it is imperative to use a single call to action (CTA). It 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.
Secondly, you need to make your CTA stand out. No one is going to subscribe to your emails if they can’t even find the button or link! You want them to know how to take that desired action immediately by grabbing their attention. One tip is to use a contrasting color or arrows and imagery to point to it.
It is also 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. What is above the “fold” you ask? It’s the part of the page that is visible without scrolling. Below is an example of above and below the fold.
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.
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.
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 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 can think of other ways to engage viewers please let us know and if you are interested in having us create a show stopping website for you that increases your success rate, give us a call or send us a message. By taking advantage of one of the most effective ways to convert people to new customers, we’ll make your landing page a success!