How to Build a Highly Converting Landing Page

When people visit your website, what do they notice? Can they clearly see what is on offer? You need to get the attention of your potential customers and this is widely done through a landing page. The first glimpse someone sees of a landing page should either push them to part with their cash or sign up to learn more.

Stop wasting your money on ads, and start spending money on something that will convert visitors to loyal customers. Landing pages are great for that, and if you have one but aren’t seeing any results, maybe you need to take a second look at why people aren’t sticking around after seeing your page.

Let’s learn some more!

What is a landing page?

A landing page is the first page that customers will see of your website when they click on a certain link. Landing pages are mainly used as advertisements, and if you run an offer on Facebook or another social media platform, it’s the website page that customers will get taken to when they click on the link you have run as an advert. Originally, the landing page was the home page of the website, but as times have moved on and online advertising has become more prominent, the landing page is now its own separate thing, making it part of the marketing funnel which leads customers to a certain page to persuade them to buy a product, try a service, or just get to know your business. It is a page that is set aside to offer the visitor something that they may not sign up to if they just visit the your general website.

Do I need a landing page?

If you are wanting to sell something and get new customers on board with your business, then you need a landing page. They play a crucial role in helping to turn your website traffic into leads and sales. Landing pages are great for explaining and pushing deals to potential customers and telling them why they should choose your business over any other.

Landing pages are great as they remove all distractions from the viewers’ sight and don’t contain any fuss that gets in the way of what’s really on offer. To explain, they don’t have any links that take the viewer away from the offer or multiple offers displayed which may confuse your potential customer.

They really do work, let potential customers learn about what you have on offer/who you are, and boost sales which is a fantastic informative marketing tool. Still a little confused? Let’s look at the buyer’s journey from the landing page presented as a funnel:

We begin at the top of the funnel where people aren’t ready to spend their money just yet. They are thinking about all the options they have on offer and learning about the different products to see which is best for them. We all go through this stage when we are looking at buying anything as we all like to get the best deal for our money. No one likes to just go straight into buying something without weighing up their options.

The consumer then begins to move through the funnel and as they learn about all you have to offer and become more aware of your brand and the type of business you are, they should be ready to be converted to customers. This is when you hit them with an offer through a landing page and see the great results flood in.

You can use the landing page as the top of the funnel and have options to receive emails or sign up to become a member which allows you to see their interest and target them in the future with offers, services and products. Landing pages are needed for the funnel to work, whether you use it at the top or for the final direction.

So, does your business need a landing page? The answer is YES!

How to build a great landing page

Let’s look at a few components that make up a great landing page and how they work.

Headline

Like all website pages, you need a headline, so people know exactly what they’re looking at. Make sure it catches the visitor’s eye so that they are intrigued and is phrased in a way that sums up the whole page, so people know what they’re looking at and what it has to offer. It needs to persuade the person reading it to continue looking at the rest of the page, so jot down a few ideas, whether it’s a joke or straight to the point. Choose something that works, even if that’s just the name of the business. If this is what you go with, maybe include a subheading which explains what you have on offer also. For a great headline example, check out Winc Wine Club‘s website.

Text

Include at least one informative paragraph on your landing page, so people can learn a little more about what they are being offered. It should be interesting enough to keep the potential customer wanting to read and know more, if not, make them want to spend their money already. Everything on the page should be relevant, or people could get confused when reading. Even if it’s just a sentence, people want to know what they’re getting themselves into, so let them know.

A great example to look at here are Google pages. They always keep the text straight to the point and easy to understand.

Images and/or Video

Images are so important on all websites. They bring the page to life and give a little more visual insight to what’s on offer. The images you choose should be relevant and not misleading. By including videos on your landing page, you’re pushing the viewers to watch and stay longer on your page which may eventually pursued them to buy. People are lazy and if they don’t understand what you’re offering or how it can help them, they will click away, but by using videos, you’re able to simply explain the offer and hopefully gain another customer because of it. Whatever you choose, make sure all your visuals work well together and are on brand, but don’t add too many. To see a great way of organising and displaying a range of images and videos, look at the CodeAcademy website.

Call to Action Buttons

People have read what you have to offer and are interested, but if there’s nowhere for them to sign up, they will leave. Don’t let this happen by adding call to action buttons or a contact form, as this will allow you to convert these viewers into customers. With a simple button, it makes it so much easier for people to accept your offer, but don’t hide these buttons or make them difficult to select. Another great tip is to include 1 or 2 call to action buttons as they scroll through the landing page, just so people always have the option to go ahead with your business, rather than expecting that they will find just 1. If you would rather use a form to collect information from site viewers, it’s best to keep what you want to a minimum because if filling in something feels like a chore or that it will take up too much time, people won’t do it. Think about the information you actually need and go from there.

Wistia is a great site to look at to know where to include call to action buttons. They are neatly placed all over the colourful website, making you want to click!

So, you’re thinking that a landing page is the next step for your business to push its products or services instead of a general advert? Great!

But don’t just make one. Really think about what is going to be on there and how potential customers may interpret it. Without an effective strategy behind the offer on your landing page, you might as well be trying to pin the tail on the donkey. It’s vital that you focus on what you want to achieve from the offer that you run and build your page accordingly, especially as it’s what will get customers sticking with your company and using your business again and again. Who is your perfect customer? Understand them and what they want, then use your landing page as a solution.

Take your time to create something that will bring your company success. Or we could do it for you.

Posted in Tips, Web Design.

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