Here’s How to Build a Landing Page that Converts Like Wildfire

— July 27, 2018

A landing page is often the first real point of contact between you and a potential customer. After being directed here by an ad, by social media or by Google, it’s the place where you start to turn up the heat on them so that they convert from a total stranger into a customer.

There’s a problem, though: Building landing pages that convert is hard.

In fact, B2B marketers list creating and optimizing a landing page as one of their most significant obstacles.

However, there are ways to build a landing page that converts like wildfire. Let’s take a look at what you need to do:

Choose a Good Page Builder

First things first, it’s essential that you choose an easy-to-use page builder. When it comes to creating a landing page, always go with WordPress — Why? WordPress has been the quickest growing CMS for years, and it powers a whopping 25% of websites that are in operation around the world.

It has so many advantages that are crucial to a solid landing page:

• WordPress helps you optimize your page for SEO
• The CMS has a straightforward, full-featured user interface
• Google loves WordPress sites, and thus your page will be more visible
• WordPress offers a ton of plugins that improve the usability of your landing page

Nail Your Landing Page Structure

A landing page starts with a compelling headline (often accompanied by an image), moves on to the gripping copy, and then ends with a strong CTA/subscription form.

This is the basic skeleton of a landing page. Let’s explore each bit in more detail.

Create a Strong Headline

Typically, you have just 8 seconds to grab a site visitors attention with your headline. For this reason, it has to be pretty show-stopping. To do this, you need to know who your audience is and what they want.

To help you know your audience better, monitor your analytics. Find out where they’re coming from – what ads are bringing them here? – find out their demographics, their pain points (you can do this by keeping tabs on them on social media).

Once you have a better buyer persona, you can create a headline that will grip them.

For example, let’s say that I use my analytics to find out that my audience wants high ticket clients … but no one has heard of them yet.

Their problem is this: They have zero online presence. I’m then going to highlight the issue in my headline, and then show readers how I’ve got the ideal solution.

I might use this as my headline:

How to Get High Ticket Clients If No One Has Heard of you.

It’s essential that you use the right trigger words that will push your audience’s emotional buttons, too. A good headline might include any of the following:

• Secret
• Why
• New
• Now
• Exclusive
• How To
• This

Finally, consider adding numbers to your headline — Why?… because numbers lend you more credibility. “How I Helped My Clients Lose Weight” sounds ok but “How I Helped 233 Clients Lose 34 pounds in 4 Weeks” gives your headline that clarity we’re all looking for.

Write Compelling Page Copy

Good landing page copy reinforces what the headline has just promised. It must warm your site visitors up until they’re ready to take action by the time they reach your CTA at the bottom of the page.

To this end, you should discuss the benefits your solution has for them – as opposed to merely focusing on the answer. In fact, according to a recent study carried out by Harvard, we are “at the end of solution sales.”

This means that you should avoid wasting time talking about what you’ve got and instead switch focus to what your business is going to do for people. Show them how you’re going to help them land those high ticket sales.

To use an example, let’s imagine that my firm sells personal trainer services. Some of the benefits outlined in my copy would include:

• Ten years of experience
• 100% money back guarantee
• Ideal for beginners
• Home-based workout plans available for the busy individual

Notice, too, how I’ve employed bullet points. Bullet points break up the text and emphasize the benefits in a transparent, easy-to-see manner.

Here are some more copywriting tips:

• Be Conversational

Write the way you speak – be personable and even funny.

• Proofread

Download a tool like Grammarly to ensure your text is clean and professional.

Finish With a Powerful CTA

Your CTA is the part of your landing page where you tell your prospect exactly — in no uncertain terms — what you want them to do. They’ve come this far, and now you need to ask them to take action.

Here are some tips:

1. Make One Offer

Don’t distract readers with 2 or 3 offers. Make the only one you want them to take.

2. Leverage a Button

A button is a signifier, and there’s no risk that your prospects will miss it.

3. Utilize a Different Font

Prospects need to know that this is a CTA, so use a different font to that what you used for the headline and copy.

This is how to build a landing page that converts like wildfire. Start with a gripping headline that draws people in, warm them up with punchy, easy-to-read copy that makes good on what the headline promised – and then go in for the kill with your well-crafted CTA.

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