Knowing how to drive people to your website is only half the battle for a marketer. You need to turn them into customers once they arrive. And that’s where landing pages come in. A landing page is a standalone web page that’s designed to persuade visitors to take a specific action. This can include filling in a lead form or purchasing a product.
So how are landing pages different from websites? Simple: You might consider a website to be a collection of web pages, including landing pages. A landing page has a very specific goal of encouraging conversions. Whereas, a website provides information on topics people look for. Hence, on clicking the CTA button of a landing page, the user is directed to another page of the same website.
But creating a landing page doesn’t automatically guarantee conversions. To optimize your landing page, you must know the things that work. In this post, we’ll explore the best practices followed by the top website design service providers to create landing pages that convert.
First, let’s talk about why landing page optimization is so important. According to HubSpot, companies with more than 30-40 landing pages generate 7 times more leads than those with 1-5 landing pages. That’s a huge difference. But it’s not just about quantity. It’s also about quality. Your conversion rate may increase as a result of properly optimized landing pages, which will result in more leads, sales, and income. And who doesn’t want that?
So, what makes a landing page effective? Let’s dive into the best practices.
The first best practice is to keep your landing page simple. Don’t overwhelm your visitors with too much information or too many options. Rather, concentrate on the one action you want them to take. Use enough white space and brief, clear language to make the page easy to read. Recall that little is more.
For example, check out this landing page copy from Slack:
Notice how the page is focused on one thing – getting you to sign up for Slack. The headline is clear and concise, and the copy explains the benefits of using Slack. The call-to-action is easy to find and easy to understand. That’s what a good landing page looks like.
Visitors will see your headline first, so it ought to pique their interest and compel them to continue reading. A strong headline emphasizes the advantages of your product or service in a clear, succinct manner. It should also be relevant to the ad or email that brought the visitor to your landing page in the first place.
Here are a few examples of strong headlines:
Once you’ve got their attention with your headline, it’s time to convince them to take action with your copy. Your copy should be clear, concise, and benefit-driven. Focus on the benefits of your product or service, not the features. Use simple language and avoid jargon. And don’t forget to include social proof, which we’ll talk about later.
The button or link that visitors click to complete the intended activity is known as your call-to-action (CTA). The CTA button must be obvious, large, and above the fold (i.e., accessible without scrolling). Use action-oriented language, such as “Get started” or “Sign up now”. And make sure your CTA stands out by using a contrasting color or a larger font size.
Here are some examples of effective CTAs:
A landing page is a place where a picture really does speak a thousand words. Use top-notch photos and videos to promote your goods or services. Verify that the images relate to the copy and the page’s overall message. And don’t forget to optimize your images for fast loading times.
More and more people are browsing the web on their mobile devices, so it’s crucial that your landing page is optimized for mobile. Make sure your page is responsive, meaning it adjusts to fit the size of the screen. Use larger font sizes and clear, easy-to-click buttons. And don’t forget to test your landing page on different screen resolutions to ensure it looks great across the board.
With the advent of a new generation of foldable devices, the work for web designers now also has an additional step. You must make sure your landing pages are optimized for foldable screens as well. This will ensure a positive experience for future viewers as well, as more and more people adopt these devices.
If your landing page includes a form, make sure it’s optimized for conversions. Keep the form short and sweet, only asking for the information you really need. Use clear, concise labels and instructions.
“Join over 10,000 satisfied customers” – a text like this can increase trust and credibility, significantly improving your odds of creating a conversion. The concept of “social proof” holds that people are more inclined to do something if they observe others doing it. You can incorporate a variety of social proof on your landing page, including:
The most important tip is to test your landing page. Landing pages differ from one another. In other words, what might work for one business might not work for another. It is therefore important to check or test various aspects/elements of your landing page and find out the ones that click with your audience. Try different headlines, different images, and different CTAs. Use A/B testing tools (which we’ll talk about in the tools section) to determine what works best for your specific audience.
Here are some tools that can help you create the best landing pages that are perfectly optimized for conversions.
You can test many iterations of your landing page using A/B testing tools to see which one performs the best. Several well-liked A/B testing software tools are:
You can see where visitors are clicking and scrolling on your landing page by using heatmapping tools. You can use this to pinpoint areas that want improvement. Some popular heatmapping tools include:
Conversion rate optimization (CRO) tools are designed to help you increase your conversion rate. Some popular CRO tools include:
A well-designed and optimized landing page can go a long way in making your website successful. However, there are other options as well. For advice on how to make your website successful which will guarantee steady business growth, read our blog.
Making a landing page is only the beginning. To enhance the same, you need to know the stuff that works. Ensure you make your landing page while keeping the visitor in mind. By following the accepted procedures and practices we’ve outlined and utilizing the tools we’ve talked about, you can make landing pages that convert.
Landing page creation is a tricky and time-consuming process. However, our team of experienced web specialists can help you build immaculate landing pages. Call us today and set the ball rolling.
Shrutarshi Das is a purveyor of all things digital, with a particular interest in new technological innovations, photography, and gaming.