If you want your business to generate new leads online, you need to start by creating high converting landing pages. Many businesses make the mistake of thinking that all they need is just a website that advertises their services.
This may have been more effective in the 1990s perhaps, but not anymore. Your website is simply a tool that will help you generate leads and sales. In order to convert more visitors into customers, you need to design landing pages strategically so that are effective and persuasive. In this blog post, I will go over 13 tips for designing high converting landing pages.
Your landing page should have one CTA and one objective. Is it to join an email list? Download a file? Watch a video? Determine what that is and frame your page's copy around that CTA. Make the first CTA obvious, above the fold, and use action verbs in the language. And place a couple more CTA's throughout the length of the page as well.
2. Make your heading compelling and to the point
The headline should be the first thing a visitor sees when they arrive on your homepage or landing page. It needs to visually stand out, be compelling and convey the product or service that you offer and the benefit it provides. Your headline should always include who you serve and the solution you provide.
3. Use persuasive language throughout the page
The body copy on your landing page should be convincing and persuade the reader to take action. Write in a clear and concise manner, using simple language that anyone can understand. Use short sentences, paragraphs, and break up the text with bullet points. It's easy to get carried away and explain all the features, but the more you include on the page, the more you risk boring your visitor.
4. Use images, videos, and infographics to add visual interest
Graphics and images are a great way to break up the text and add visual interest to your landing page. But be careful not to include too many, as that can make the page look cluttered. Sometimes less is more, and negative space is your friend. Use high-quality images that are relevant to the product or service you're offering and that will compliment the headlines and body copy.
5. Incorporate social proof
Social proof is a powerful way to increase conversions on landing pages. If you can provide social proof that others have used your product or service and had a positive experience, that will go a long way in increasing conversions. People like to buy things that other people have bought—it's the trust factor. This could be in the form of customer testimonials, reviews, case studies, logos of well-known companies you've worked with, etc.
6. Offer a free trial or a strong guarantee
If you're introducing a new product or service, those seeing your landing page for the first time will be hesitant to buy into it upon first glance. They want to know that they're not going to waste their money on something that doesn't work or that they're not going to be happy with. So, one way to increase conversions is by offering a strong guarantee. This could be a money-back guarantee or a free trial, which is very effective.
7. Make the page visually appealing
Your landing page should be designed in a way that is pleasing to the eye and easy to navigate—there's nothing more frustrating than a bad user experience. The colors, fonts, and overall layout should all work together harmoniously as well. Use typography to create hierarchy and contrast so that the most important information stands out.
8. Use landing page optimization techniques
There are a number of landing page optimization techniques that you can use to increase conversions, such as A/B testing, exit intent popups, and countdown timers. These techniques work by testing out different versions of your landing page to see which performs the best. Then, you can implement the winning version to increase conversions.
9. Include an opt-in form to capture leads
Your landing page is not complete without an opt-in form to capture new leads. This is how you're going to grow your email list and ultimately increase sales. Make your form easy to fill out with clear instructions on what to do next. The fewer fields there are, the better because that will decrease the friction and amount of work your visitor needs to make.
10. Make sure the page is mobile-friendly
Nowadays, it's absolutely essential that your landing page is mobile-friendly. More and more people are using their smartphones to browse the internet, so if your landing page isn't optimized for mobile, you're going to lose out on a lot of potential customers. Make sure the font is large enough to read on a small screen and that the page is easy to navigate. Most importantly, make sure your CTA's are large enough to easily tap with a thumb. They should be at least 40px in height!
11. Use A/B testing to improve conversion rates
One of the best ways to improve conversion rates on landing pages is by using A/B testing. This is a method of testing out two different versions of your landing page to see which performs better. Using a no-code tool like Webflow, you can easily customize and deploy different pages with different headlines, images, CTA's, etc. and then implement the winning version.
12. Keep the landing page clutter-free and easy to navigate
Important to keep your landing page clutter-free and easy to navigate. You don't want to overwhelm your visitors with too much information or too many CTAs. Stick to the essentials and make sure the most important information is above the fold. Use whitespace to your advantage and group related elements together.
13. Create an email nurturing sequence for successful sign ups
If you've done your job and you've crafted a compelling offer that gets website visitors to contact you, the next best thing you should do is create a post sign up email or a nurturing sequence for successful sign ups. This is a series of emails that are sent out automatically and their purpose is to build trust and rapport with the subscriber so that they eventually make a purchase.
What is a landing page?
A landing page is a standalone web page, created specifically for the purpose of conversion. It's where a visitor "lands" when they click on a link in an email or an ad. The goal of a landing page is to get the visitor to take action, such as subscribing to your email list, signing up for a free trial, or making a purchase. Can your homepage be used as a landing page? Yes it can.
The use of landing pages for specific products or services is one of the most important elements of your website—it's where you make your first impression and it's what will determine whether someone buys from you or not. So, it's important to take the time to understand what makes a landing page high-converting and then make the design appropriate changes so that you can grow your customer base.
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