Driving traffic to our landing page is one thing. Getting that traffic to convert is quite another.
A landing page is essentially the first stage of your sales funnel. It’s your chance to convince people that what you’ve got to offer is right for them. If your landing page sucks and your bounce rate is high, it’s as good as leaving money on the table.
People are on your landing page because they want to see what you’ve got for them. If you can optimize your page in the right way, you can convince prospects to take the action you want them to take.
Let’s take a look at how to build a landing page that converts like wildfire.
1.Use The Right Page Builder
Before you begin thinking about your headlines and CTAs, you need to first of all make sure you’re using the right page builder.
I always recommend WordPress as a CMS to people as it’s one you can trust and is easy to maintain and update, and I would heartily recommend Elementor as the best page builder because it’s intuitive, easy to use, fast and free. Moreover, it’s really easy to make changes as and when you need to in case you’ve made any mistakes.
2. Nail the Headline
The headline goes at the top of your landing page, along with your logo. Sometimes it’s accompanied by an image but not always. Because it’s essentially the first thing that people see, it has to be good.
To nail your headline, you first of all need to understand what your audience is looking for. What is their biggest pain point? What problem do they want you to solve? A good headline has to speak to them and push their emotional buttons.
A neat way to boost conversions is to check your analytics to find out how most of your site visitors are arriving on your site. For example, let’s say I have a landing page and that 88% of my visitors are arriving on my site via a Facebook ad I’m running. However, let’s also say that I haven’t checked my analytics and that I’m unaware that that specific ad is driving most of my traffic.
As such, my landing page headline is totally unrelated to that ad. This causes confusion among my site visitors, and my bounce rate rockets.
Match up your headline with the promise delivered by the path your audience is taking to arrive on your page. If a particular ad is driving most of your traffic, make sure your landing page headline is related.
A good landing page headline should also include numbers. Check the two headlines below:
- How I Helped Clients Land More Leads
- How I Helped My Clients Land 35 More Qualified Leads in 24 Hours
Both headlines carry the same message, but the second one is more powerful because it contains numbers and shows results. People want results and not vague words and promises.
3. Write Compelling Copy
After your headline comes your body copy, which is meant to reinforce what the headline has just promised.
Good landing page copy must be conversational, super easy to read, and it needs to outline the benefits of your product or service while guiding your reader from your headline all the way to your CTA at the bottom.
It should also be broken up into bullet points at the appropriate times. For example, you would use bullet points to outline your key benefits.
Keep any paragraphs short, too – use 2-3 sentences per paragraph at the most.
Design-wise, be careful with your choice of font. It’s always a good idea to use bigger font for the top of your page to “hook” your visitors, while bolded font should be reserved for key points/benefits.
4. Be Clever With The CTA
The CTA (Call to Action) is typically positioned at the bottom of a landing page, and you should position yours there, too.
However, to boost those conversions, you should consider adding your CTA to the top of your page, as well. This is what Figma did. Figma also added a scrollable “sign up” button to the top right of their landing page. Whenever users scroll up and down the page, the button remains in the same position.
For a CTA to be even more effective, it needs to be made up of contrasting colours, and it should also be a button. The language must be direct, and you need to give people just one thing that you want them to do.
I recently designed a website for Engaged Wedding Planner Academy with a homepage that acted as a landing and sales page in one. Notice that the call to action buttons are found all over the page, and not just at the top or the bottom.
5. Add Images
Images are important because we’re living in a visual world. We process images 60X faster than text, and you can use images on your landing page to change the way a site visitor feels about themselves, your brand and your product or service.
Here are the different types of images you could add to your landing page:
1) A solution image – Show what your product looks like on a device
2) An individual using your product – People want to see your product in action
3) A how-to video – Especially if your product or service is a bit complicated, a how-to video can go a long way to eliminating a prospects concerns
4) An illustration – This can also be a how-to piece, but an illustration is quirky and eye-grabbing
5) An image of you (or whoever the founder is)
All in all, a high-converting landing page is made up of four core elements – a strong headline, body copy that reinforces the headline and outlines the benefits, a CTA that’s strategically positioned, and which clearly and directly tells people what to do next, and images that make people feel good about your product or service.