Building A High-Converting Landing Page

A high-converting landing page is the key to converting leads. When a potential customer sees your ad, clicks on it and ends up on a related landing page, you want to make sure that page has all of the ingredients needed to convert.

A landing page is a standalone web page designed to get visitors do to a specific thing – whether it’s signing up for a newsletter, requesting a demo, or making a purchase. It’s stripped of distractions and crafted to persuade. So, what makes a landing page effective? Let’s break down the essential elements of a high-converting sales funnel landing page.

Attention Grabbing Headline

The headline is the first thing visitors see, and it determines whether they stay and engage or leave. It should be:

• Clear: Immediately and clearly state the offer’s value.
• Concise: Get straight to the point.
• Compelling: Pique curiosity and entice visitors to read on.
• Relevant: Match the expectations set by your ad or link.
  • Example: “Get 20% Off Your First Order”

Subheading That Expands on the Main Headline

The subheading should expand on the headline, providing additional details and context. It should:

• Support the headline: Reinforce the offer’s value.
• Provide more information: Explain what visitors will get or achieve.
• Address pain points: Highlight how the offer solves a problem.
  • Example: “Join thousands of marketers who are using our platform to increase their conversion rates and generate more leads.”

Clear Offer – I Think The Most Important Element of a High-Converting Landing Page

The offer is really the most important thing on a landing page. The offer should be:

• Valuable: Provide something your audience wants or needs.
• Specific: Clearly state what visitors will get.
• Irresistible: Make it hard for visitors to say no.
  • Examples:
    • A free ebook or guide
    • A discount or coupon
    • A free trial or demo
    • A webinar or online course
    • A consultation or assessment

Don’t overcomplicate your offer, make it as clear as possible!

Effective Visuals

Visuals can significantly impact landing page performance. They should:

• Be relevant: Directly relate to your offer and target audience.
• Be high-quality: Use professional photos, videos, or graphics.
• Capture attention: Stand out and draw visitors’ eyes to key elements.
• Reinforce your message: Support your headline and offer.
  • Examples:
    • A product image or video
    • A customer testimonial video
    • An infographic or chart
    • A background image that evokes emotion

Persuasive Copy – Another VIP High-Converting Landing Page Element, Right Up There With Clear Offer

The body copy of a high-converting landing page will persuade visitors to take action. It should:

• Focus on benefits: Explain how the offer will improve the visitor’s life or solve their problems.
• Use a clear and concise style: Avoid jargon and technical terms.
• Build trust and credibility: Use social proof, testimonials, and guarantees.
• Create a sense of urgency: Encourage visitors to act now with limited-time offers or deadlines.
• Anticipate objections: Address potential concerns or questions visitors may have.

Strong Call to Action (CTA)

The CTA is the button or link that prompts visitors to take the desired action. It should be:

• Visible: Stand out from the rest of the page with a contrasting color and a prominent position.
• Clear: Use action-oriented language that tells visitors what to do (e.g., “Download Now,” “Get Started,” “Sign Up”). Don’t overcomplicate it!
• Concise: Keep the text short and to the point.
• Motivate: Create a sense of urgency or excitement.
  • Examples:
    • “Start Your Free Trial Today”
    • “Request a Demo Now”
    • “Sign Up Now To Get A 10% Discount”

Social Proof

Social proof helps build trust and credibility by showing visitors that others have benefited from your offer. Social proof can include:

• Testimonials: Quotes from satisfied customers.
• Reviews: Ratings and feedback from customers.
• Case studies: Detailed stories of how your offer has helped customers achieve results.
• Social media mentions: Positive comments or shares on social media.
• Trust badges: Logos of recognized organizations or certifications.
• Number of users/customers: Showing how many people have already taken advantage of the offer.

A High-Converting Landing Page is Optimized for Mobile

A lot of people browse the web on their smartphones so it’s very important to ensure your landing page is mobile-friendly. This means:

• Responsive design: The page adapts to different screen sizes.
• Fast loading speed: The page loads quickly on mobile devices.
• Easy navigation: The page is easy to navigate and use on a small screen.
• Clear CTAs: CTAs are prominent and easy to tap on mobile devices.

Thank You Page

After visitors complete your desired action, redirect them to a useful thank-you page. The page should:

• Confirm the conversion: Let visitors know that their action was successful.
• Provide next steps: Tell visitors what to expect or what to do next.
• Offer additional resources: Provide links to other relevant content or offers.
• Encourage social sharing: Include social sharing buttons.

By including these elements and continuously testing and optimizing, you can create a high-converting landing page that drives traffic and conversions.