A converting landing page serves only one purpose—to make it easy for marketers to convert visitors into leads and persuade them to take specific actions. Every marketer wants better conversion from their campaigns, but most need to learn how to go about it.
With good landing pages, you can boost your lead generation and convert leads into customers better. You need a dedicated landing page for every campaign you create to capture hot leads. Businesses with more landing pages (between 31 to 40) get more leads (seven times) than those with only one to five landing pages. This means that the more landing pages you create for your business, the more leads you generate.
In this article, you will learn about a high-converting landing page and how to create one for marketing and advertising campaigns.
What is a High Converting Landing Page?
According to the Unbounce Conversion Benchmark Report, the average landing page conversion rate across all industries is 9.7%. Therefore, a high-converting landing page is one with a conversion rate higher than the industry average. Such a page instantly converts visitors into leads by compelling them to click the CTA button, regardless of how they 'land' on your page. The key components or elements shared by the highest converting landing pages are as follows:
Supporting or explanatory subheading
A USP (Unique Selling Proposition)
A hero image or video (if possible)
The benefits or features of the offering
A social proof
A clear CTA (Call-to-Action) - a conversion point
How To Create a High Converting Landing Page
Now, it's time to show you how to build a landing page that converts for your current and subsequent marketing campaign.
#1. Set a conversion goal for your campaign
Why do you need a converting landing page, and what do you intend to accomplish with it (your conversion goal)? Your answer to these questions will help you to plan better for the upcoming steps (in this post). A conversion goal is a measurable objective for your campaign, and it's based on the action you want your visitors to take on your landing page. Marketers often require visitors to take any of these actions:
Fill out a form or survey
Sign up for a free trial
Download a free white paper or ebook
Buy or order a product
Subscribe to a service or newsletter
Register for a webinar
Provide their contact information
Download a coupon
Defining and understanding your conversion goal and sticking to it would make it much easier for you to build a dedicated landing page that converts for your campaign.
#2. Choose a landing page template
There are templates you can utilize to build a good landing page. The fact that 52% of marketers are found to reuse landing pages for different marketing campaigns makes using a template worth it for building a landing page. Templates allow you to create a layout for your landing page that you can reuse when creating another page requiring the same layout every time. They also save you more time than trying to build one from scratch. Search for the available templates and select the one most appropriate for your conversion goal for better lead conversion.
#3. Write a straightforward landing page copy
Now it's time to write a clear copy for your landing page that's persuasive enough to turn visitors landing on your page into leads. This starts by giving your landing page a killer headline that's relevant to what your visitors require to grab their attention. It would be best if you also crafted a clear explanatory subheading in a few words to strengthen your eye-catchy headline. Then use copy to spell out how your offer will help meet your visitors' needs, solve their problems, or make their lives easier. You can achieve this by focusing on the benefits of your offer and highlighting them from your visitors' perspective.
Your headline, subheading, and the benefits of your offer should be your focus when writing your landing page copy for good conversion. Your copy should be clear, short (avoid unnecessary jargon), and simple but compelling enough to make visitors want to take specific actions.
#4. Add visual content
When visitors first 'land' on your landing page, there's another thing that arrests their attention besides your catchy copy - and that's your page's visual content. Thus, adding images to your landing page can influence your visitors' opinion of your offer and play a central role in increasing conversion. Visual aids also give more power to your landing page message (copy), and you can use them to direct your visitors to what you don't want them to miss out on your landing page (such as a CTA).
Use high-quality imagery that conveys your message and blends well with your page's background color to make visitors interested in your offer. When creating your landing page, select a professionally-grade hero that displays your USP to entice your visitors to take a particular action using a CTA button. You can use real photographs of your customers using your product or service to establish your page's legitimacy and build trust among visitors. All these can help increase the conversion rate of your landing page.
#5. Create a strong, clear CTA
To convert visitors that 'land' on your page into leads, you need a conversion point (CTA). Imagine a landing page without a Call-To-Action (CTA); visitors would have no idea where to go or what to do next - even if such a page contains excellent persuasive copy and visual content. Eventually, the page would fail to convert them.
See a CTA as an essential part of your landing page that guides visitors to take a desired action. When creating your landing page and you want it to convert, you need to include a clear, short, irresistible, and direct CTA. Whatever the conversion goal you set in the planning stage of your campaign, your CTAs have only one purpose - to support the act of converting.
#6. Include social proof
Social proof can help guide a visitor further down your sales funnel. This is because social proof strengthens trust with your visitors who view them. It adds credibility, legitimacy, and validity to what you're offering, which are the key elements visitors want to see before they take action. When you include social proof to your landing page, you're showing visitors that you can do the same thing for them, making them click your CTA to reach out to you.
Social proof can range from testimonials to case studies, customer ratings and reviews, influencer endorsements, certifications, brand/client logos, subscriber counts, social shares counts, and storytelling. A common practice when creating a converting landing page is to position your social proof near your CTA button to give more power to your message. This helps increase trust among visitors and equally increase conversion.
#7. Preview and publish your landing page
Suppose everything looks perfect, from your copy to your visual content and the CTA on your landing page. Then, you're ready to hit the 'Publish' button and publish your landing page.
#8. Conduct a landing page A/B testing
To ensure that your landing page converts maximally, you don't end the work after hitting the publish button. Performing landing page A/B testing (comparing two versions of the same page to determine which is better) and making little changes can improve your page performance significantly.
First, you need to modify the original version of your landing page by changing one thing at a time - this could come from your headline, visuals, or CTA. Thus, your original (unmodified) version is labeled A, while the modified version is labeled B. Test run A against B to compare performance results. Then, opt for the version that performs better after the test has been completed as your go-to landing page.
Building a landing page with a high conversion rate is not rocket science, but it does take some hard work and time. The above steps are helpful in building a landing page for yourself. However, if you need help building a truly high converting landing page faster, you can visit our website to hire the best freelance web developer for your project.