Creating landing pages that convert is one of the most important parts of modern digital marketing. If you’re running ads, promoting an event or launching a product, a well-designed landing page can be the difference between a bounce and a conversion.
WHY DO LANDING PAGES MATTER?
Before we jump into how to create a landing page that converts, let’s address why you need a landing page that converts.
A landing page isn’t just another page to your website, it’s a goal-focused page designed to guide those who visit it towards a specific action. This could be a purchase, signing up to a newsletter or RSVPing to an event.
Unlike your homepage which will contain different links to other parts of your website, a landing page hones in on a single goal, and that’s what makes it so effective.
Now, let’s get into the how…
Clearly define your goal: the first step in creating a landing page that converts is to know its purpose. What do you want to achieve? Once you’ve pinpointed your goal, make sure that every element of your page aligns with that objective. Not only will it help you to design the page effectively, but it will also ensure that your visitors aren’t confused about what to do next.
Know your target audience: understanding your target audience is imperative. The more you know about your target audience and visitors, the better you can tailor your landing page to meet their needs and wants. For example, if you’re targeting busy professionals, you can emphasise the time-saving benefits your product/service offers. Moreover, knowing your audience means that you can tailor your wording to ensure that it mirrors their tone and vocabulary, making your message more relatable.
Have a compelling title: this is the first thing people see so make it count! It should be attention-grabbing, benefit-driven and directly tied to your landing page’s objective. Think of it as your initial pitch- it needs to convince visitors to stay and explore more.
Simplify the design: a cluttered landing page is nothing but a conversion killer. While your design doesn’t necessarily need to be minimalistic, try to ensure that whatever your design is, it’s clean and highlights your call to action. Try to limit the number of colours and fonts to create a cohesive look, use high-quality images or videos that support your message and ensure your page is mobile-friendly.
Write effective copy: your copy should speak directly to your audience’s needs and desires. Focus on benefits rather than features and use a conversational tone to make your message more engaging. You can address any pain points your audience may have and how your product or service is the answer. Include videos/images/testimonials/case studies to support this.
Use a strong call to action: this is the heart of your landing page because it’s what you’re guiding your visitors towards. Make it clear, compelling and impossible to miss!
Add exit-intent popups: exit-intent popups can be really effective in capturing visitors who are about to leave your page. Offer something valuable like a discount or free resource to entice them to stay. For example, ‘Wait! Grab 10% off before you go!’
Optimise for SEO: while the primary goal of a landing page is conversions, optimising it for search engines can help to drive organic traffic. Use relevant keywords throughout the page including your title, headings and meta description, however, avoid keyword stuffing as it will not resonate with search engines nor humans! Other ways to optimise your landing page include:
- Use a short, descriptive URL
- Write a compelling meta description
- Use alt text for any images
A/B test as much as you can: even the best-designed landing pages can benefit from tweaks. A/B testing allows you to compare two versions of a page to see which performs better so you can adapt it to what works best with your audience. Test one element at a time such as the headline, CTA or image to pinpoint what drives conversions.
Keep any forms short: if your landing page includes a form, keep it as short as you can. Asking for too much information can deter visitors so try to only collect the essentials like name and email address. If you want to collect more details over time, consider offering progressive profiling.
Add a sense of urgency or scarcity: creating a sense of urgency can push visitors to act quickly. Use time-sensitive offers or limited availability to create FOMO.
Ensure fast loading speeds: a slow-loading landing page can lead to high bounce rates. Optimise your page speed by compressing images, minimising code and using a reliable hosting provider.
Make it accessible: this means everyone can access and engage with your content. Use alt text for images, clear fonts and proper heading structures, not only to improve usability but to also boost your SEO.
Creating landing pages that convert doesn’t have to be complicated. By focusing on clear goals, understanding your audience and following best practices, you can design pages that not only attract visitors but also turn them into customers.
Have questions or need help with your landing page? Give us a call and our experts will be happy to help.