A successful landing page is one of the foundations of a successful online business. Without it, you can’t turn website visitors into paying customers. And without enough customers, you can’t earn enough revenue to keep your business afloat, let alone thriving.
Yet, with all its importance, not every entrepreneur and marketer invests the time and energy necessary to craft high-converting landing pages. One of the hurdles is not knowing what makes a web page convert in the first place.
This article will change that by discussing how to make a good landing page that garners sales and action.
Let’s begin with some landing page essentials.
What is a High Converting Landing Page?
Landing pages are specialized web pages with a single purpose: to convert a visitor.
Conversion, in this context, means that the person performs the action that we want them to do. This action is commonly to buy a product or service. However, it can also be to watch a webinar, schedule a call, opt-in a mailing list, or download a trial software.
Therefore, a high converting landing page is simply one that converts a large percentage of its visitors.
Now, you’re probably asking yourself, “but what is considered a high conversion rate?”
Good question. To answer that, it’s helpful to look at average conversion rates across industries as a baseline.
According to the Unbounce 2021 Conversion Benchmark Report, the average median conversion rate across 16 industries is 4.88%. That means anything above that is a solid conversion rate. To take it one step further, you must also compare yourself with your industry’s average landing page conversion rate.
Knowing your target conversion rate gives you a goal. But how do you get there?
What Should You Include on a High Converting Landing Page?
Look at the highest converting landing page examples, and you’ll see that they always have a few essential building blocks. Briefly, these are:
A strong headline is essential because it captures the user’s attention and entices them to read the rest of your landing page.
- Unique Selling Proposition
This is the big “why” of your landing page. It’s the big reason the user should buy from you or take further action on your page. Here, you should explain what makes your offer unique.
- Design Elements
Elements like graphics or video add some excitement to your landing page to not bore the user. However, it’s vital that it supplements, and not overtake, the page itself.
- Proof, Proof, Proof
Conversion relies on one thing – getting users to trust you. You can do that by providing plenty of proof like customer reviews, credentials, and endorsements.
- Call to Action
You must provide one clear action the user must make. Examples include filling out a form or adding an item to their shopping cart.
How to Create a Landing Page That Converts
Start with a Compelling Headline
The headline is the deal-breaker of your entire landing page. Its job is to capture a person’s attention and tell them why it’s vital that they read the landing page. If people don’t read past the headline, it really won’t matter how brilliant the rest of your landing page is.
To make a killer headline, it should be compelling. It must spark the curiosity or desire of the user so much that he or she drops everything just to read your landing page.
But at the same time, it must be as clear and concise as possible. The best headlines are engaging yet straightforward. That’s not an easy task, which is why you should devote a decent amount of time to craft amazing headlines.
A Focused Call to Action
It’s vital that your landing page only has one action for the user to do. Everything on your page must focus on and service that one goal.
One mistake most landing pages make is putting too many calls to action on the page. They might ask people to buy, then subscribe, then maybe download something. The idea is to hit multiple goals on one page, but it is not a strong strategy. Most of the time, people get confused and leave the page altogether.
Your call to action must also be easy-to-understand but persuasive. Specify exactly what the user needs to do and the outcome they can expect.
Remove the Element of Risk
Any transaction is always risky for the buyer. This is because they might not always get their money’s worth. If your landing page can reduce or reverse that risk, it can drastically improve your conversion rate.
Providing plenty of social proof is one of the easiest and most effective ways to do this. The idea is that when leads see that other people are happy with your offer, there’s a high chance that they will like it, too. You can also provide different types of proof, like credentials or track records, to show that you’re the real deal.
However, nothing reverses risk more than providing guarantees. Terms like money back or return guarantees eliminate the buyer’s risk because they can always get their money back if they’re not happy with the product or service.
Focus on the User Experience
If you want to convert a site visitor, it’s essential to provide a positive user experience. Everything must be intuitive and straightforward, with no room for confusion. All of it starts with a good user interface design.
Here’s how to build landing page designs that get clicks.
First, only include photos and videos that support the message. Avoid overcrowding your landing page with too many elements, contrasting colors, or unnecessary menus. Remember, your call to action must be the star of the show.
Good visual elements to include are explainer videos and an image of your product or service. These can actually boost your conversion rates.
It would be best if you also focused on the “scannability” of your landing page. It means the content is structured and organized enough that the user understands your offer, even if they skim through it.
Lastly, with more people using smartphones nowadays, don’t neglect the mobile responsiveness of your landing page.
A Landing Page is Useless Without Traffic
Even the best landing pages won’t convert if they aren’t attracting enough qualified traffic. Lead generation and ads matter, and this is where link shorteners like Bitly help.
Bitly shortens your landing page links for easy distribution in your emails, newsletters, and ads. You can also include UTM parameters to help track traffic sources to optimize your marketing campaigns further.