How to Build a Quality Landing Page that Actually Converts
In recent years, landing pages have become a marketing staple, and we think it’s definitely for a good reason.
Did you know that according to Marketing Sherpa, approximately 68% of B2B businesses use links to generate leads, but 44% of these clicks are directed toward home pages, not landing pages, which honestly, is good news for those businesses actually using landing pages.
If you’re only sending traffic to your homepage, you may be missing out on a huge opportunity. And after reading this, we hope you’ll go ✨ cRaZy ✨ creating killer landing pages, one for every keyword you can think of. Here’s why:
What is a Landing Page?
A landing page is a single web page that focuses on one specific sales or marketing goal in hopes to get a higher conversion. Simply put, a good landing page is a tool to, well, funnel website visitors down your sales funnel more efficiently… It also creates the opportunity to individually track the success of a certain product, sale, or even set of keywords.
Why Create a Landing Page?
A landing is a great way to drive web traffic, improve SEO, and build your brand. Instead of crossing your fingers and just hoping people find your awesome new product or discount service somewhere on your website homepage or services pages, you can create a landing page dedicated solely to one main CTA— whether it’s to purchase, subscribe, join, or something else creative you’ve come up with!
However, despite their high popularity and the success they can potentially bring, landing pages don’t always perform as well as expected. But why? As with everything, there are good and not-so-good methods for creating a landing page.
What Are the Elements of a High Performing Landing Page?
Let’s take a look at the 6 most important elements of a successful landing page that actually converts:
1. Write A Great Headline
A great headline is what convinces a visitor to stay and learn more about your product or service — or, not… We all know attention spans are shorter than ever. So take the time to think of a headline that will instantly engage your audience.
A great headline:
- Grabs the reader’s attention.
- Quickly tells the reader what the product or service is.
- Hooks the reader by appealing to a key interest (A pain point alleviated or a problem solved).
Is short. (We recommend limiting it to 10 words or less)
2. Provide a Super Clear CTA
This is arguably the most important element to a successful landing page. It’s what ultimately converts landing page visitors into customers. Here are our biggest CTA tips (pun intended):
- Make it big – When they say “the bigger, the better” they’re talking about CTAs… we think…
- Use a button – This isn’t where you want to get creative. Stick with what works. People know exactly what to do when they see a button.
- Use a contrasting color – Make the CTA button bold. But not only that, make it a different color than the rest of the page’s design.
- Make your copy compelling – The actual CTA copy is the most significant copy on your entire landing page. Don’t just say, “Learn More” or “Purchase.” We beg you!
3. Use Eye-Catching Visuals
Don’t fall into the trap of grabbing a quick and easy stock image thinking that will work for your landing page. If you really want the page to convert customers, take the time to find visuals that will leave a lasting impression on your page visitors.
Pro tip: Choose an image that complements the headline & further explains the product or service.
4. Focus Your Content Message
Before you create your landing page, take some time to research what keywords people type in when they’re searching for solutions to the problem that your sale, product, or newsletter can solve.
After that, determine your goals. Are you looking to grow your email list? Promote a new product? Promote a discount on a service?
Once you have your key words and goals set, think about what your message will be. How can what you’re offering solve someone’s problem?
Keep in mind: your landing page should have one clear focus, one clear message, and one clear pathway to conversion. Don’t get over-zealous and share other products/services, or anything more than what is needed to meet your initial goal on your landing page.
5. Tailor It For Individual Audiences
If you have the resources to do so, we highly recommend customizing landing pages for different audiences. If you have a great offer and have been promoting it well, you will most likely get traffic from different sources, and your visitors will have varying levels of a) interest and b) knowledge of your product or service.
For example, a user that clicks on your landing page from a social media ad would definitely not be as familiar with your brand as someone who clicked a link from your monthly newsletter, and they would more than likely not be as motivated to buy as someone who specifically searched for what you offer and found you on Google.
6. Utilize Analytics & Tracking
We highly recommend adding UTM codes to links to your landing page, or even other types of conversion tracking, so that efficiency can be monitored.
A UTM code is text added to the end of a URL that allows you to track visits to that specific URL. They’re a great way to track how many clicks came from social media posts, emails, or pay-per-click campaigns and to figure out what avenues work best for driving traffic to your landing page.
A high-converting landing page is a great marketing tool that can significantly increase conversions and ultimately scale your business.
Putting in the extra time and effort it takes to make an outstanding landing page can bring a huge ROI. After all, a landing page is a place specifically created for customers to click & buy (or sign-up for) what you want them to!
So this is a big deal! Don’t take it lightly.
We’d love to help build your next successful landing page! Let’s chat.