How to Create a High-Converting Landing Page
The digital face of your brand is your landing page. It provides a striking introduction to your offering and the problems you solve for your customers. Despite how important it is, only truly seasoned copywriters are familiar with the specifics of building a landing page that converts.
The power of landing pages to persuade readers to perform the required action is what makes them high-converting. Visitors often 'land' on a landing page after clicking a sponsored advertisement, social media post, link in an email, or some other external source.
Let’s discuss exactly what you should include in your landing page if you want a boost in conversions, and a sales tool that runs on auto-pilot.
Step 1: Defining Your Landing Page Goals
Focus
Setting clear goals for your landing page is crucial for several reasons. First of all, clear goals help you stay focused on the primary purpose of your landing page. Without a specific goal, you may end up trying to accomplish too much with your landing page, which can dilute its effectiveness.
Measurement
Clear goals also enable you to measure the success of your landing page. By setting specific, measurable goals, you can track key performance indicators (KPIs) such as conversion rate, bounce rate, and time on page. This information is invaluable for optimizing your landing page and improving its effectiveness over time.
Alignment
Additionally, by setting goals that are aligned with your business objectives and target audience, you can create a landing page that speaks directly to your ideal customer and drives the desired action.
Testing
And finally, clear goals enable you to test and optimize your landing page. By setting specific goals and measuring the results, you can identify which elements of your landing page are working and which ones need improvement. This allows you to continuously test and optimize your landing page until you achieve the desired results.
Some Winning Landing Page Examples
When it comes to landing pages, there are a few common goals that businesses tend to have in mind. Lead generation is a big one for example. This means capturing contact information from potential customers, so you can follow up with them later. To make that happen, a landing page might offer a free e-book, webinar, or consultation in exchange for the visitor's email address and other contact info.
Another common goal is driving product sales. A landing page designed for this might showcase a particular product or range of products in order to encourage visitors to make a purchase. And finally, for businesses that organize events, a landing page can be created to provide information about the event and encourage visitors to register and attend.
Setting specific goals
Once you've figured out what you want your landing page to achieve, it's time to get specific about your goals. For example, if lead generation is your goal, you might set a target for the number of leads you want to capture each month, or a percentage increase in your lead capture rate.
Or, if you're focused on driving product sales, you might set a goal to increase your conversion rate (i.e. the percentage of visitors who make a purchase) or to generate a certain amount of revenue from your landing page each month.
To make sure your goals are achievable and measurable, there are a few things to keep in mind. First, make sure your landing page goals align with your overall business objectives. Then, get specific about what you want to achieve and set a deadline for getting there.
Finally, use analytics tools to track your progress and identify areas for improvement. By following these tips, you'll be well on your way to creating a landing page that achieves your goals and drives results for your business.
Step 2: The Importance of Knowing Your Audience
When you're creating a landing page, it's important to keep your audience in mind. After all, if your page doesn't resonate with your visitors, they're unlikely to stick around and take action. That's why understanding your audience's needs and desires is so critical. The better you understand what they're looking for, the more effectively you can tailor your copy and design to meet those needs.
So, how can you get to know your audience better? One approach is to conduct surveys or customer interviews. Ask your existing customers what they like about your product or service, what problems you're helping them solve, and what they wish you did differently. This information can help you create copy that speaks directly to their needs and desires.
Another technique is to dive into your website's analytics data. This can give you insights into who is visiting your site, what pages they're spending time on, and how they're interacting with your content. By looking at this data, you can identify trends and patterns that can inform your landing page design.
Once you have a good understanding of your audience, it's time to use that information to craft your landing page. For example, if your audience is particularly interested in one feature of your product, make sure that feature is front and centre on your landing page. Use language that speaks to their pain points and positions your product or service as the solution they've been looking for.
Design is another important consideration. If your audience is on the younger side and tech-savvy, a modern and minimalist design might be the way to go. On the other hand, if your audience is more traditional, classic design elements might be a better fit.
By understanding your audience and tailoring your landing page to their needs and desires, you can create a page that resonates with them and drives conversions.
Step 3: Keeping Your Landing Page Simple
Creating a landing page that converts is all about simplicity. A page that's too cluttered or confusing can quickly overwhelm visitors and make them want to click away. That's why it's so important to keep your landing page design and copy simple and straightforward. By doing so, you'll help visitors understand your message and take the action you want them to take.
So, how can you simplify your landing page? One trick is to use clear and concise headlines that quickly convey your message and draw visitors in. Avoid using too much text or too many design elements that might distract from your main message.
Instead, use plenty of white space to create a clean and uncluttered layout that helps visitors focus on what's important. Keep navigation simple and easy to follow, so visitors can find what they need without getting lost.
When it comes to your landing page copy, simplicity is key as well. Use language that's easy to understand and avoid using technical jargon or overly complex terms that might confuse visitors.
Make sure your copy is formatted in a way that's easy to read, with short paragraphs, bullet points, and other formatting elements that help break up long blocks of text. Consider using visuals like images or videos to help convey your message in a more engaging and memorable way.
To simplify your landing page even further, try to put yourself in your visitors' shoes. Think about what information is most important to them and what design elements are most likely to grab their attention and keep them engaged. By focusing on simplicity and clarity, you can create a landing page that's more effective at driving conversions and achieving your goals.
Step 4: Writing Compelling Copy
If you want your landing page to be successful, persuasive copy is a must. After all, the whole point of your page is to convince visitors to take action, whether it's making a purchase or signing up for a newsletter. By using persuasive copywriting techniques, you can make your message more compelling and encourage visitors to take the desired action.
When it comes to crafting persuasive copy, the headline is perhaps the most important element. It needs to grab visitors' attention and quickly convey the main benefit or value of your product or service. Subheadings can also be effective for guiding visitors through your page and breaking up your copy.
In the body of your landing page, it's crucial to focus on benefits rather than just features. Use language that speaks to your target audience's specific needs and desires, highlighting the ways in which your product or service can make their lives easier or solve their problems. Keep your language clear and concise, avoiding confusing industry jargon or overly complex terms.
To make your landing page even more persuasive, you can use techniques like social proof, scarcity, and urgency. Social proof involves using testimonials or case studies to demonstrate the value and effectiveness of your product or service. Scarcity highlights the limited availability of your offering to create a sense of urgency and encourage visitors to take action. And urgency uses language that creates a sense of FOMO or urgency to prompt visitors to take action quickly.
Optimising Your Call-to-Action (CTA)
Have you ever visited a website or a landing page and found yourself unsure of what to do next? That's where a Call to Action, or CTA, comes in. A CTA is a key element of a landing page that guides visitors towards taking a specific action, whether it's signing up for a newsletter, buying a product, or booking a consultation. Without a clear and compelling CTA, visitors may leave your page without taking any action, which is probably the exact opposite of what you want, right?
To design an eye-catching and persuasive CTA button, it's important to keep a few things in mind. First, make sure it's prominently displayed on your landing page, preferably above the fold. You want visitors to be able to easily see and access it without having to scroll down.
Use colours that contrast with the rest of your page, and choose text that's bold and easy to read. Avoid using generic phrases like "Submit" or "Click Here," and instead use language that reflects the desired action, such as "Start Your Free Trial" or "Get Your Discount Now."
When it comes to optimizing your CTA, testing different variations can be incredibly helpful. Try different placements, like above or below the fold, and experiment with different colours and text. By doing so, you can find the combination that resonates most with your target audience and drives the highest conversions.
Finally, make sure your CTA copy is concise and specific. Use language that clearly communicates the value of taking the desired action, use verbs that create a sense of urgency and encourage visitors to take action right away. For example, "Download Our Ebook" or "Claim Your Free Trial" can be more effective than generic phrases like "Learn More."
Step 5: Testing and Optimising Your Landing Page
A/B testing is a crucial tool for optimizing your landing page and improving its effectiveness over time. By testing different variations of your page, you can determine what elements resonate most with your target audience and lead to the highest conversions. Without A/B testing, you may be missing out on potential improvements to your landing page that could significantly impact your business.
When setting up A/B tests, it's important to focus on one element at a time. This could be your headline, CTA, visual design, or any other aspect of your landing page that you suspect could be improved. Make sure to track your metrics carefully so you can accurately compare the performance of each variation. This could include metrics like conversion rate, bounce rate, time on page, or any other relevant data points.
When it comes to elements to test, there are many possibilities. Your headline is one of the most important elements of your landing page, as it's often the first thing visitors see and can make or break their interest in your product or service. Experiment with different headline variations to see what resonates most with your audience.
Your CTA is another important element to test. Try different text, colours, and placements to see what encourages visitors to take action the most effectively. You could also test different visual design elements, such as the layout of your page, the size and placement of images or videos, or the use of whitespace.
Finally, it's important to remember that A/B testing is an ongoing process. Even after you've found an effective variation of your landing page, continue to test and refine your approach to achieve even better results.
The Bottom Line: Crafting a Winning Landing Page
In this blog post, we covered several key points for creating a high-converting landing page. These include setting clear goals, understanding your target audience, keeping your design and copy simple, using persuasive copywriting techniques, optimizing your CTA, and using A/B testing to continuously improve your page.
We discussed the importance of setting specific and measurable goals that align with your business objectives, as well as tips for researching your target audience and tailoring your copy and design to meet their needs and desires.
We also emphasized the importance of persuasive copywriting techniques, such as social proof, scarcity, and urgency, to convince visitors to take action on your landing page.
Additionally, we discussed the importance of A/B testing and provided tips for setting up tests and identifying elements to test. We encouraged readers to continuously test and refine their landing pages to achieve even better results over time.
✨ Looking to take your landing page copywriting to the next level? As an experienced copywriter, I create high-quality, persuasive copy that not only resonates with your audience but also ranks well on search engines.
Shoot me an email, I’m looking forward to finding out more about your brand!
