How To Create A Landing Page That Converts

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 pages that convert, also known as landing pages, that boost brand value and convert visitors into buyers.

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

However, working to build a landing page that will improve conversion rates requires time and patience. If you want to create a perfect landing page, several intricate details must be kept in mind to ensure they fulfil buyers’ needs and create landing pages that convert.

So, we’ve provided everything you need to achieve a good conversion rate about landing pages in today’s guide to help you. If you’re ready, let’s get started.

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. A landing page is a crucial website architecture that helps attract potential customers and increase sales.

SEO professionals have the landing page designed based on the company’s business model with the primary purpose of converting site visitors. It can be any page, provided you meet the aforementioned criteria.

Web designers sometimes create a stand-alone landing page depending on the marketing campaign or for specific products and services.

How To Choose Landing Pages?

Towards the end of the last section, we discussed how people can use any suitable page as a landing page, the basis of good landing pages. Some landing page examples perform better than others, so how will you decide on a landing page template?

You must note that visitors often confuse the landing and other pages; studying landing page examples can help avoid this confusion, negatively impacting the business. The site design must account for two things: how easily the target audience finds the landing page and its relevance.

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

On the other hand, the latter can be found on 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 key elements of the website 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 must be spot-on to create a great first impression and convert visitors, especially if you want visitors to engage more. Some design elements feature a clear call to action (CTA) button, serving as an essential element to give visitors a clear next step 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 an average conversion rate higher than the industry standard.

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 for creating the best landing page with high conversion rates. You can note the following factors to make your landing page successfully.

You can always download landing page templates from the internet or use a landing page builder online, such as Unbounce or LeadPages, some of which offer free trial.

1. Purpose Of The Landing Page

It would help if you started by discussing the purpose of the landing page, especially about your marketing campaigns, with the marketing team. We had spoken about ensuring that all web pages should be relevant to attract the target audience.

Everyone knows a landing should lead to more conversions, but remember, one size doesn’t fit all. However, 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 and, thus, create a perfect landing page. For example, several organisations look to increase sales while others aim to generate user interaction.

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 visitors feel at ease. The key is to use a friendly tone to express the brand’s purpose, which grabs visitors attention, hopefully encouraging website visitors to take action.

However, striking the right balance is essential 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 humour if it complements the business. For example, there is no point joking around if it’s a law firm’s website. On the flip side, adding a joke in between may not be the worst idea if you aim to attract more millennials.

3. Light Design

We understand that people tend to go overboard, while web designing gives an array of content and numerous website design tools. However, this may prove detrimental to the business model.

Most high converting landing pages aim to design a light website that incorporates negative space that won’t overwhelm customers while ensuring that the landing page content is 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.

Web designers must 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

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 if the page doesn’t load right away.

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

B. Use Speed Tools

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

C. Mobile-Friendly

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

D. Site Maintenance

Hiring a professional team who can quickly fix most problems with the pages and ensure the privacy policy is up to date is important. 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

A clear call-to-action button is imperative, which is only possible if you know the company’s objective. Depending on the organisation’s goal, web designers can alter the function of the CTA button to generate more traffic, effectively implementing calls to action.

You must note that the duration between a visitor logging into the page and making a decision is short. The site must be easy to skim read content, ensuring that it grabs visitors’ attention and that people can make fast decisions for a seamless experience; this is an effective way to get visitors.

On the flip side, the onus is on the content marketing team to provide all the necessary information without filling the page with text. If you grab the audience’s attention, they will click the CTA button and do the action you want.

It will help to have one CTA option per page while ensuring 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

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

We should inform you that the space available for marketing varies from site to site. So, the challenge is to fit all the relevant information into the page without 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.

The brand’s stand and end goal would be best considering the marketing strategy. Following this, you can ask 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 online landing pages, some sites recorded 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, the brand is launching the video to generate more conversions. Instead of asking visitors 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, keeping a few pointers in mind would be best.

A. Clear Audio

Remember to record clear audio for the voice-over to 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; be it written content or video messages, ensuring that the visuals match the words is crucial. If not, then the purpose of the landing page will remain unfulfilled.

C. Hire A Production Team

If 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. Ensure it’s a short video, not more than three minutes long; no one would want to watch an extended clip.

7. Keep Innovating

You mustn’t revel in the glory once the site is live and all the elements are in place. Pat yourself on the back, congratulate your team and move on because there is still lots to do.

Successful landing pages keep improving their on-site elements to meet consumer demands. You will encounter new problems; therefore, monitoring rival brands to see what they are doing well is essential.

What’s more, you can take the help of web applications like Google Analytics to research data, tweak the SEO strategy, look into case studies and change the landing page design. This will add value to the content, thereby leading to more traffic. Google Analytics allows you to track the effectiveness of the entire landing page and customer journey. Analytics can also give you the ability to track the visitor intent, add them to your sales funnel and gain insightful data to help drive conversions through optimisations.

8. Take Visitor Feedback

If you find consumers enjoy a certain product or service, remember to take their feedback by 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 by asking people for suggestions. Also, it makes them feel connected to the organisation and shows they are valued.

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

9. Write A Catchy Headline

Like the landing page, the headline sets the tone and determines how visitors perceive 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, many 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 limiting the range to 20 words would be best because it should be a precursor to the content. There is no point if the headline is extended; 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.

The image helps hook consumers, so several landing pages add the CTA option below. This makes it impossible to miss.

Also, you should only use a relevant image to have as few words as possible on the lead capture page.

11. Sub-Headings

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 product or service’s purpose without affecting the landing page’s appeal.

It allows brands to retain the clean design of landing pages, ensuring that visitors get 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 remarkable 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, it would help if you asked the design team to experiment with various ideas while creating the landing page copy.

13. Pleasure And Pain

It would be best to ask why customers should choose your site when so many others exist. If you answer this question, you’re on track to create a landing page that converts.

However, struggling people 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 concerns 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 how the human brain thinks because everyone wants to avoid pain and 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 a 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’s policies and answer queries to assure people that it is an ethical organisation.

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

Users can fill out the form and connect with customer representatives to learn about these options. 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. You can encourage suggestions about the business to make people feel at one with the company.

15. Audience Experience

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

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

We suggest shortlisting the product or service’s benefits for a compelling value proposition. 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, and the content should give visitors relevant information to meet their demands. Although we mentioned highlighting the benefits, you must market them to ensure they appeal to visitors.

17. Testing Landing Pages

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

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

18. Don’t Add Navigation Elements

All effective landing pages make it a point to include the site elements on a single page to make it easily navigable for visitors. They shouldn’t have to click numerous options to reach the desired content.

Additionally, ensure that all on-site features follow a logical pattern, leading 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. Instead, dividing the landing page into separate sections is possible without damaging the SEO architecture or the visual hierarchy.

It proves ideal for brands with 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.

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 it’s simple and doesn’t affect the flow.

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 conversion landing page, we should tell you 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

Unsurprisingly, having a relevant landing page promises greater efficiency in meeting consumers’ demands. One of the best ways to increase landing page conversion rates is to allow visitors to navigate quickly and channel them towards the CTA option.

That’s why it’s crucial to make the CTA noticeable, 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 challenging 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 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!

Brodey Sheppard

Brodey is the CEO of sitecentre®, leading his distinguished Australian digital marketing agency using data analytics and Artificial Intelligence in SEO and Paid Advertising. His adept use of machine learning and AI has gained industry-wide recognition, Brodey has received several industry awards for SEO, Web Design and business, including the Young Small Business Champion Entrepreneur 2023 award. With 15 years under his belt, Brodey is amongst Australia’s most influential digital marketers.

Find them on their website: sitecentre®.