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How To Create A Landing Page That Converts

A landing page is a static page that acts as a catalyst to move leads through the buyer journey and closer to becoming customers. Unlike the pages on your website, a landing page has one simple objective: to persuade visitors to take one desired action.

Landing page conversion rates vary across industries.

Research reveals that the average rate is 2.35%, with the top 25% of companies seeing conversion rates above 5%. The top 10% enjoy conversion rates higher than 11%, which is what you should strive for.

Landing page best practices

Tip 1: Use a single call-to-action

The call-to-action (CTA) is perhaps the most important element of a high-converting landing page. It stands between your visitor and the action you want them to take. That’s why it’s so important to use just one of them. Otherwise, you risk diverting their attention from the objective at hand. Learn more about effective calls to action.

Tip 2: Make your CTA stand out

When someone arrives at your page, you want them to immediately know how to take that desisted action. There are a variety of tactics that you can employ to make your CTA stand out on the page and grab their attention.

  • Use a contrasting colour

  • Use action-oriented language on your CTA button

  • Use arrows or your imagery to point to it

Tip 3: Place your CTA above the fold

Because your CTA is so important, you want it to be visible when someone arrives on your landing page. You can achieve this by placing it “above the fold” or at the top of the page, clearly visible without needing to scroll. If people need to scroll down to find it, many will miss it.

Tip 4: Write concise copy, that's compelling

Aside from your header, you will want to include an additional copy to relay the nature of the offer and further capture your readers’ attention. Keep your copy short. The longer it is, the more you risk boring someone and losing their attention. This will cost you a conversion.

To compel your prospect, consistent messaging is key. Good landing pages match copy with the message intended to help persuade prospects that this is the offer for them. Failure to do this can result in high bounce rates.
  • Address the pain point of the client/customer you are targeting

  • Highlight how their problem won't get resolved if no action is taken

  • Create unique solutions to their problem (your product/service)

  • Build trust with your prospect

  • Product/service imagery or videography

  • Social proof

Tip 5: Use bullet points to communicate key points

Think of the most important points you want to convey and create punchy bullets that relay your key points in as few words as possible.

Tip 6: Include your unique value proposition

What sets you and your offer apart from the competition? This is your unique value proposition. You should find a way to include it in your concise copy to help you stand out from the rest. Don’t mention your competition by name but be sure to reinforce the unique value you bring to the table.

Tip 7: Include your unique value proposition

Use some of the space left by incorporating minimal text to add an image or other visual representation of your offer to your landing page. People are inspired and engaged by powerful imagery. Selecting the right photo will help you capture their minds and hearts at the same time. Use a static image rather than a video, as videos can distract the viewer from your CTA.

Tip 8: Let people know how to reach you

Make it easy to contact you if someone navigates to your page and has questions. Include various methods of contact so that people can reach you on the channel they prefer. A lead with questions is an engaged lead, so make it easy for them to get the information they need.

Tip 9: Include testimonials

Including a few testimonials at the bottom of your page lends you credibility. Be sure to make them small and nonintrusive, so they don’t distract your leads. And make sure they are real testimonials. If you use fake ones, people will catch on.

Tip 10: Keep your forms short

Typically, name, email address, and company name are enough. You might scare prospects off if you go too deep and ask for too much on your initial lead generation form.

Tip 11: Don't be afraid to use white space

It’s alright if your landing page includes a significant amount of white space. You should fill some of it with your hero image. But the rest can be left white (or whatever colour your background is). White space helps draw the reader’s attention to your offer and reduces the risk that they will be distracted by unnecessary page elements.

Tip 12: Use emotional triggers

Fear of missing out is a hot topic these days and for a good reason. If you can trigger an emotional response from your audience—whether it’s fear, excitement, etc.—you will be more likely to convert that lead with your landing page. Use emotional triggers to convey a sense of urgency, a fear of missing out on something important, or anything else that will motivate them to click your CTA.

Naomi Johnston



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