How to create an effective landing page that converts

In a world that’s becoming more digital every day, and with so many consumers doing a large amount of their shopping online, your company’s website is often your brand’s first impression.

The initial landing page that a potential customer meets when looking for their solution is like a handshake between them and your brand, so creating landing pages that are inviting, delighting and relevant to your target audience’s needs and interests is vital.

There are tons of examples online of brands that have created amazing landing pages that intrigue you from the get-go and encourage your curiosity with great content and sharp design.

By taking a look at some helpful examples and examining some of the principles of web design, you’ll have a better idea of what your next landing page should look like and how you can refine your current pages to spark more interest, engage users, and guide them toward conversion.

Killer features and design strategy

While there are tons of different ways to design web pages and landing pages that are geared toward a particular call-to-action, there are also some tried and true methods to web design and the strategy behind it that are worth considering, at least as a foundational step.

Here are a few looks at essential aspects of successful landing pages, along with some features that are becoming more popular on websites and with good reason.

Compelling web copy

The foundation of any content marketing campaign, website, or offer for that matter, is the message that is being communicated, and the copy on your landing pages is the most straightforward way for you to convey the benefits of your offer without overwhelming the user.

When thinking about the positioning of your landing page’s different components, such as text for your offer, your call-to-action button and a captivating header, it’s important to keep in mind your target user’s goals.

Whenever someone visit’s your site, the main reasons for their visit usually involves their desire to learn something new, finding a solution, fulfilling an interest or any combination.

Understanding what your target audience is looking for and why, will help inform the hierarchy of your page’s components, what messages to highlight and the positing of your text and other features.

Pro Tip: In terms of design strategy, it’s a helpful practice for you and your users if you create different landing pages for different offer categories and initiatives so that you can place more personalized copy on those pages and also have better insights into which offers perform well online. This will also allow your users to have an easier time finding the information they’re looking for.

Clear call to action (CTA)

One of the most critical components of any offer is a clear call to action and your website’s landing pages are no different. It’s critical that you lay out the desired step or steps you want users to take in a simple and sensible way.

By designing a call to action button that is easily identifiable with copy that is compelling, you might get more users to make that final click and pursue your offering further.

ProConnect provides a useful example on their landing page for their software, and while the offering can be complex, they provide a page that highlights their “buy now” call-to-action button with a simple design and they state their offer clearly with calming text.

ProConnect compressed

Source: ProConnect ProSeries

Call to action buttons don’t lend themselves to too much creativity with regards to testing copy, but “learn more” and “get help” are common ones, and you might find changing the copy increases clicks depending on how the words connect with your product or service. Color and position on the page are other aspects of your call-to-action button that you may want to experiment with to increase click rates.

Pro Tip: Sometimes placing your button directly below one of the most compelling points on your page makes the most sense, whether it’s an interesting statistic or a moving photo.

Referrals and reviews

The Travel Secret utilizes customer reviews to build a landing page that intrigues and builds trust with potential customers and adds a greater sense of credibility. The long list of written reviews demonstrates the value that other customers have experienced, telling the visitor that they are in good hands.

Highlighting positive reviews is an important part of introducing your brand and your offering to consumers because they feel they are getting a more unbiased take on the company and reviews are often a powerful alternative to recommendations that come from a friend.

The two videos on The Travel Secret’s homepage take this to the next level and provide site visitors with users with an engaging way to learn about the service. Also paying close attention to their web copy above the videos helps connect the content with their main message:

Travel Secret compressed

Source: The Travel Secret

Reading a positive review is one thing but hearing it firsthand from another customer is so much more powerful. Users can see that the review is being left by a real person and the personal touch that this adds to a brand’s page makes it a useful idea for any brand that has some user-generated content to work with.

Video is an integral part of a solid content strategy and reviews can be an interesting part of your site’s content. When users meet this type of content on landing pages, there is a greater chance that a sense of trust with the brand will be instilled in the customer from the start and will help guide the customer down the sales funnel.

Final thoughts

You don’t want people to take a quick look at your page and move on to the next prospect, but instead, the idea is to provide an experience compelling enough that it convinces users to take action.

Persuading people to change their behavior or make a particular decision can be tricky, but it’s far from impossible, and by combining what we know about design trends and paying even closer attention to our customers’ needs, we can create great content and design pages that lead our audience down the funnel and meet your call to action.

Once you’ve designed a landing page that’s ready to be tested and examined, it’s important to look at publishing the page as the beginning of the process, rather than a final step.

As you gain user feedback and learn more about what is working for other websites, you’ll always have the opportunity to implement features, make changes and improve which is a critical process when it comes to both web management and marketing.

This guest blog article was written by Samuel Kaye, a contributing editor for 365 Business Tips and writes about a variety of topics ranging from content marketing strategy to business development to help entrepreneurs and business owners grow their ventures.

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