How To Create A Landing Page That Converts

Want to create a great landing page? Our guide has all the information to help you create a landing page that converts. Everything you need to know in 2021.

Photo of Brodey Sheppard
Brodey Sheppard

Are you finding it difficult to attract buyers despite changing your SEO strategy?

While SEO architecture proves handy, you need additional elements to support it and make the site stand out. One of these techniques is the use of landing pages that boost brand value and convert visitors into buyers.

Create A Landing Page That Converts

It is a marketing strategy that focuses on promoting a specific campaign or product by encouraging people to take action. Understandably, a landing page directly impacts the search engine rankings and determines whether the web page is relevant for consumers.

However, creating a great landing page that will improve conversion rates requires both time and patience. Not to mention, there are several intricate details to keep in mind, ensuring that it fulfils buyers’ needs.

So, we’ve provided all the information about landing pages in today’s guide to help you. If you’re ready, let’s get started.

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What Is A Landing Page?

Before we get into the nitty-gritty of designing an effective landing page, you must know what it’s about. Simply put, a landing page is a crucial website architecture that helps attract customers to increase sales.

SEO professionals design the landing page based on the company’s business model with the primary purpose of converting site visitors. It can be any page of your choice, provided you meet the criteria mentioned above.

In some cases, web designers create a stand-alone landing page, depending on the marketing campaign or product.

Website Vs Landing Page

How To Choose Landing Pages?

Towards the end of the last section, we spoke about how people can use any suitable page as a landing page. That said, some pages work better than others, so how will you decide?

You must note that visitors often confuse between landing and other pages, thereby negatively impacting the business. Meaning, the site design must account for two things: how easily the target audience finds the landing page and its relevance.

Now, the basic difference between finding a landing page or a home page is in terms of consumer experience. For example, visitors can locate the former by searching for the right keywords or higher-ranked search engine results — both organic means.

On the other hand, the latter can be found from social media or through word-of-mouth interactions with family and friends. Interestingly, having the home page as the landing page may lead to more conversions than using the two separately.

Landing Page Elements

To make the landing page stand out, it’s vital to promote the specific page through Google Ads. However, there are other website elements that you need to keep in mind.

For example, if you own a cooking website, we suggest using the homepage as the landing page.

It needs to be spot on to create a great first impression and convert visitors. So, some design elements feature a call-to-action (CTA) button to ensure that customers can search for their favourite recipes.

The main headline should be bold and catchy, talking about an upcoming campaign or the purpose of the business. If you can hook the visitors, at first sight, it may lead to a high conversion rate.

How To Create A High Converting Landing Page

Now that you have a basic idea about landing pages, let’s discuss some of the best practices making the website successful. You can note the following factors to design a successful landing page.

1. Purpose Of The Landing Page

You need to start by discussing the purpose of the landing page with the marketing team. If you remember, we had spoken about ensuring that all web pages should be relevant to attract the target audience.

That said, everyone knows that a landing should lead to more conversions. But the definition of a successful conversion varies from one company to another, so you must have clarity about the business model.

Once you better understand what the page should achieve, it will become easier to design a suitable call-to-action button. To give an example, you will find several organisations solely look to increase sales while others aim to generate user interaction.

Call To Action Explained

Similarly, some industry professionals look to register more people for a new product or service. Irrespective of your choice, all these criteria are met if you create a landing page that makes sense.

2. Lend A Personal Touch

One of the best ways to create a high converting landing page is to add a personal touch, ensuring that the visitors feel at ease. The key is to use a friendly tone to express the brand’s purpose, hopefully encouraging website visitors to take action.

However, it’s important to strike the right balance because you would not want to sound too market-oriented, thereby overwhelming customers. Visiting the website must be worth their time and effort to enhance user experience, making them more likely to convert.

We also found that you can try to use humour provided that it complements the business. For example, there is no point joking around if it’s a law firm’s website. On the flip side, if you aim to attract more millennials, adding a joke in between may not be the worst idea.

3. Light Design

We understand that given the array of content available out there and the numerous website design tools, people tend to go overboard while web designing. But this may prove detrimental to the business model.

Most high converting landing pages aim to design a light website that won’t overwhelm customers while ensuring that the content is easily easy to navigate. In other words, a landing page is like the entrée which adds to your appetite before the main course arrives.

Filling up on the entrée would make it difficult to enjoy a belly full of spaghetti or lasagne. Similarly, there is no point in having a long line of texts or images if it distracts from the primary content.

Meaning, web designers need to discuss with the company representatives and find the best way to direct people towards the content. So, we’ve highlighted some tips and techniques to bring the page up to speed.

A. Fast Loading

You need to make sure that the page loads fast for a smooth experience. If you keep people waiting too long, the chances of making conversions go down significantly.

Understandably, having irrelevant on-site elements will increase load time, thereby leaving visitors frustrated.

Landing Page Performance Statistic

B. Use Speed Tools

We suggest that you review the site using page speed tools to determine what is causing it to slow down. Following which you can tweak the SEO architecture to stand out on the market.

C. Mobile-Friendly

Along with user-friendliness, the web page must be mobile-friendly for maximum customer satisfaction. In our experience, all desktop elements don’t look good when viewed on a smaller device, meaning you need to adjust and make the necessary changes.

3 Landing Page Statistics

D. Site Maintenance

It’s important to hire a professional team who can quickly fix most problems with the pages. Also, it would be best to keep a tab on how long the site stays down on average to improve the marketing strategy.

Long story short, the longer it stays down, the more loss the company incurs.

4. Call-To-Action

It’s imperative to have a clear call-to-action button, which is only possible if you know about the company’s objective. Depending on what the organisation is trying to achieve, web designers can alter the function of the CTA button to generate more traffic.

You must note that the duration between a visitor logging into the page and making a decision is short. That’s why the site must be easy to skim read content, ensuring that people can make fast decisions for a seamless experience.

On the flip side, the onus is on the content marketing team to provide all the necessary information without filling the page with text. Meaning, if you grab the attention of the audience, they will click on the CTA button and do what the company wants.

It will help if you have one CTA option per page while making sure that it’s direct and to the point. As a result, the landing page will appear focused and lead to a higher conversion rate.

5. Loud And Clear

Speaking of focus, let’s discuss why the web page needs to have a clear message that’s easily understandable to the audience. Also, why do most brands struggle to get their idea across?

We should inform you that the amount of space available for marketing varies from one site to another. So, the challenge is to fit all the relevant information into the page without it appearing congested or affecting the SEO strategy.

This is when the designing team has to explain the need for white space and images because the client will be pushing to include most things. We have found that a great example of sending a clear message is through storytelling.

It would be best to take into account the marketing strategy, what the brand stands for, and its end goal. Following this, you can ask the content marketers to formulate a simple story that makes it easy to identify with the brand.

6. Record A Video

When our team researched the best landing pages available online, they found that some sites also record a video for user engagement. It is an interesting concept, something seen on social media platforms, allowing customers to interact with each other.

In this case, it is the brand that’s launching the video with the hope of generating more conversions. Instead of asking a visitor to take time out and read paragraphs full of content, adding a visual medium will help them understand the message better.

For example, people remember moving visuals easily rather than reading about them in text. That’s just how the human brain works. However, there are a couple of pointers you need to keep in mind.

Video On Landing Page Statistic Infographic

A. Clear Audio

Remember to record clear audio for the voice-over that will make it easy for people to understand the content. Meaning, it would be best to find a quiet spot ensuring that there is no disturbance.

B. Use Relevant Images

We can’t stress this point enough; be it written content or video messages, it’s crucial to make sure that the visuals match the words. If not, then the purpose of the landing page will remain unfulfilled.

C. Hire A Production Team

In case you find it challenging to make the video, we suggest hiring a professional team who will do it for you. You will still have control over the content and can curate how it turns out before it goes live.

Understandably, having video content is a fantastic way to generate more traffic. Just ensure that it’s a short video, not more than three minutes long; no one would want to watch an extended clip.

7. Keep Innovating

Once the site is live and all the elements are in place, it’s important that you don’t revel in the glory. Pat yourself on the back, congratulate your team and move on because there is still lots to do.

All high converting landing pages keep improving their on-site elements to meet consumer demands. On a daily basis, you will encounter new problems and, therefore, it’s essential to keep a tab on rival brands to see what they are doing well.

What’s more, you can take the help of web applications like Google Analytics to research data, tweak the SEO strategy and change the landing page design. This will add value to the content, thereby leading to more traffic.

8. Take Visitor Feedback

If you find consumers enjoy a certain product or service, remember to take their feedback asking why the particular business model works for them. Similarly, take reviews if a service doesn’t meet the demands.

Since the site is for customers and to help them meet their needs, there is no better way to increase rankings than asking people for suggestions. Also, it makes them feel connected to the organisation and shows that they are valued.

You can also display the top reviews on the web page to influence more people and increase the conversion rate.

Trust Signal Stats On Landing Pages

9. Write A Catchy Headline

Like the landing page, the headline sets the tone and determines how a visitor perceives the site. Although we are talking about an online medium, have you ever wondered why news agencies spend time thinking about a headline?

Irrespective of the quality of the content, if the headline doesn’t grab readers’ attention, most people will not read the rest of the article. So, we recommend that while brainstorming, you should come up with a concise, relevant, and simple headline for efficient brand promotion.

We have found that it would be best to limit the range to 20 words because it should be a precursor to the content. There is no point if the headline is long; its purpose is to guide the visitors towards their desired product or service.

10. Images

Once you have a catchy headline, the next step is to include the necessary images to make the web page stand out. There’s nothing better than adding a hero image to break up the text for better SEO architecture.

Not to mention, the image helps hook consumers, which is why several landing pages add the CTA option just below it. This makes it impossible to miss.

Also, you should only use high-quality images, thereby reducing the need for too many words.

11. Sub-Headings

Now, we mentioned how the headline needs to be short and crisp to serve its purpose and improve conversion rates. But what will you do if you need to fit more content?

Rather than adding words to the main heading or reducing the size of the landing page image, we suggest making room for sub-headings. Hence, you can explain the purpose of the product or service without affecting the appeal of the landing page.

How Headings And Subheading Work

It allows brands to retain the clean design of landing pages, ensuring that a visitor gets value for their time. In other words, while the headline draws in consumers, the sub-heading should make them stay.

12. Feel Free To Experiment

Although the headings need to be convincing by offering more details about the organisation, it is possible to interchange their positions for visual hierarchy.

For example, a great landing page will often place the sub-heading first, followed by the bigger main headline. Even if readers focus on the large font, as is natural, they will still understand the company’s primary goal.

Meanwhile, the smaller font will contain necessary information related to the service, resulting in efficient content marketing. Consequently, you should ask the designing team to experiment with various ideas while making the landing page copy.

13. Pleasure And Pain

You need to ask — why should customers choose your site when there are so many others. If you answer this question, you’re on track to create a landing page that converts.

But those who are struggling can use a combination of pleasure and pain references to make a great landing page. For example, rather than talking about what visitors will gain, you should throw in references about what they are likely to lose.

We have seen that combining these two aspects leads to higher conversion rates because people have an inherent fear of losing out. If you tell someone how they might miss out on quality service, it will encourage them to act faster than discussing the benefits.

That’s just how the human brain thinks because everyone would want to avoid pain and thereby enrol in the campaign. Long story short, you will have an effective landing page that converts most visitors.

However, be careful not to make the page sound too negative; otherwise, it will drive people away. Something like -“you will be losing out on our maintenance service at 25% discount” should be enough.

14. Social Proof

It’s no secret that the internet has many fake sites, leaving visitors in doubt about the authenticity of the web page. Hence, you must divulge social proof about the brand, its policies and answer queries to assure people that it is an ethical organisation.

We found that all great marketing companies value customer satisfaction, therefore making it a point to focus on transparency. Unsurprisingly, verified landing pages often have a phone number, contact form, and an email address.

Among these options, users can fill out the form and connect with customer representatives to gather more knowledge. Also, it allows the company to engage in email marketing, thereby expanding its avenues to increase the conversion rate.

Not to mention, checking on the consumer to see if they enjoyed the product helps build trust. In fact, you can encourage suggestions about the business to make people feel at one with the company.

6 Major Types Of Social Proof

15. Audience Experience

No brand can hope to flourish without guaranteeing a smooth user experience. It is the consumers who make or break the reputation of the business, meaning you can’t afford to neglect their demands.

That said, it’s challenging to strike the right balance between managing conversions, profits, and satisfying the target audience. So, it would help to mention stuff like a “money-back guarantee” to ensure that people invest in the product or service without any worry.

Interestingly, placing the CTA option close to the guarantee statement may help drive sales and increase landing page conversions.

16. Value Proposition

The value proposition is any innovation that makes the business more appealing for site visitors. Meaning, if a visitor asks why they should visit the web page, the landing page must provide the answer to make it clear.

Now, there are a couple of things to keep in mind while using value proposition with other site elements:

A. Highlight The Benefits

For an effective value proposition, we suggest shortlisting the benefits of the product or service. Needless to say, it will lead to more landing page conversions.

B. Make The Visitor A Priority

No one likes a company that talks about itself; instead, the attention should be on the audience to meet their demands. Although we mentioned highlighting the benefits, you must market them to ensure that they are appealing to visitors.

17. Testing Landing Pages

Another critical factor while creating landing pages is to test them after launching the site. You need to monitor the number of conversions to meet targets, which will lead to a continuous inflow of traffic.

One of the best ways to do this is through A/B testing. It allows you to track the conversion rate of landing pages by studying heat maps, customer feedback, recording sessions, and scroll maps.

Additionally, you can further refine the site by making several landing pages and see how consumers react to them. Consequently, you can choose the best one after conducting thorough research.

Steps To Ab Testing Pages

18. Don’t Add Navigation Elements

All great landing pages make it a point to include the site elements on a single page to make it easily navigable for visitors. This is because they shouldn’t have to click through numerous options to reach the desired content.

Additionally, ensure that all on-site features follow a logical pattern and ultimately lead the visitor to the CTA option. In our experience, we have seen that you can accomplish this in four simple steps: explanation, benefits, feedback, and CTA.

The above structure proves extremely persuasive and saves you the trouble of trying to be subtle. Rather, it is possible to divide the landing page into separate sections without damaging the SEO architecture or the visual hierarchy.

Not to mention, it proves ideal for brands who need to have long landing pages to share all the information. Even though it would be best to limit the content, it shouldn’t be a problem as long as you organise the page.

What’s more, there must be coherence among all the features, ensuring that the page design remains intact. You can also have multiple CTA options on the landing page, provided that it’s simple and doesn’t affect the flow.

In fact, it offers more chances for people to convert and avail of the services.

Benefits Of Using A Landing Page

Now that you know how to create a landing page that converts, we should tell you about its possible benefits. So, note the following points to make an informed decision.

1. Ranking

All great landing pages are part of a suitable SEO architecture that takes them to the top of the search engine rankings. In other words, since a landing page helps users search for specific products or services, you can use different techniques to make the site relevant.

So, whenever people search for a particular merchandise or marketing campaign, the landing page design ensures that a higher-ranked page will generate more hits.

2. Efficiency

It’s no surprise that having a suitable landing page promises greater efficiency in meeting consumers’ demands. You will find that high converting landing pages allow visitors to navigate easily and channel them towards the CTA option.

That’s why it’s crucial to make the CTA noticeable, thereby ensuring that visitors face no issues while subscribing or signing up for the services.

3. Brand Promotion

Web designers will tell you that the purpose of landing pages is to promote a specific marketing campaign. As a result, it aims to deliver a focused message to the buyers that will encourage them to make the purchase.

If you have a specific campaign that you want to promote, using a landing page will bring it to the foreground and give precedence over other site features.

Not to mention, it’s difficult to keep a tab on all the services, which makes landing pages all the more necessary. You can use them to track customer response and judge if the product satisfies users’ needs.

Creating A Profitable Landing Page

That’s all there is to know about creating landing pages with a high conversion rate.

We recommend that you discuss with the designing, content, and marketing teams to formulate the best strategy to launch an efficient landing page. Also, monitor the data and take feedback to make changes based on the market trends.

On that note, we’ll leave you to it. Until next time, bye!

Photo of Brodey Sheppard

Brodey Sheppard

Brodey is the CEO of sitecentre™ and a data-analyst in the SEO, Paid advertising space who uses machine learning and AI to advance sitecentre™ as an industry-leading digital marketing agency across Australia.

Find them on their website: sitecentre™, Facebook and LinkedIn.

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