How to Create a High-Converting Landing Page: A Step-by-Step Guide

A landing page is a service page of a website designed to attract a specific action from its visitors. For example, to subscribe to a newsletter, send webinar and conference invites, make an announcement, offer a contract, complete a story or whatever else, landing pages help generate leads.

Marketers put a lot of effort and money into driving traffic to their landing pages in hopes that the target audience will complete the opt-in process .

Why Do You Need a Landing Page?

With the help of landing pages, you can captivate visitors and compel them to take action. But did you know that photographs, films and photographs attract visitors and compel them to respond emotionally?

That's because a landing page has one goal, which is to obtain conversions, whereas your blog may promote popular content, collect email subscribers, or suggest affiliate products. Here are some essential ways that a well-crafted landing page helps achieve that objective:.

Utilize the Elements of Trust

This is your chance to begin establishing credibility with your customers through your landing page. This entails having a polished design, offering top-notch content, and attending to the concerns of potential customers.

Videos are another great way to breathe life and personality into your product. Furthermore, adding social proof such as user-generated content from satisfied customers, reviews, and testimonials inspires trust.

Encourage a Favorable Initial Impression

You may use landing pages to make your audience want to stay on your website and become customers instead of just readers.

Additionally, you may make landing pages that engage visitors more deeply by segmenting your audience and customizing your messaging.

Landing pages can assist you in developing your brand by presenting an image and message that are consistent and appealing to your intended audience.

Boost the Rate of Conversion

Landing pages give your lead the details they require to proceed through the customer journey and get closer to conversion. 

A call to action encourages visitors to do what you want them to do, such as request a donation or subscribe to a newsletter.

Additionally, you can monitor the success of your landing pages and make data-driven changes over time by monitoring metrics such as bounce rates and conversion rates

Structure of a Good Landing Page

While there's always opportunity for experimentation and diversity when it comes to the structure of a landing page, many well-designed landing pages follow this format:

Write Content That is Succinct, Relevant, and Clear

The visitor should be able to read the content on the website without difficulty; therefore, don't overwrite it. To emphasize the key elements, use bullet points. Verify that the wording used in the advertisement appears in the copy of the landing page.

Start With a Headline that Highlights Benefits

The most crucial element is the headline. In the event that an advertisement refers to visitors, the headline and ad text must match. The headline of your landing page should contain the words "breakthrough meditation system," if that was the promise made in your banner or PPC advertisement.

Make the Checkout or Form Easy to Find

The one thing you want a visitor to do ought to be really clear and large. Position a sizable sign-up form on the landing page's right side, and use a striking color to make it stick out. Place a duplicate of the form or button at the bottom of the landing page if it is lengthy enough to scroll through.

Make it Your Goal to Persuade Visitors to Do One Particular Thing

The visitor should only be able to complete one conceivable action, whether it be purchasing something or subscribing. Provide no options, and your conversion rate will decrease.

Keep Your Brand Intact

Keep your landing page's design consistent with the rest of your website and brand. Maintain the same primary website's color scheme, typeface, and general aesthetic. Brand awareness is strengthened by this.

Take Out Distracting Links in the Navigation

Take off any extraneous elements, such as buttons, menus, and links, that are unrelated to the current campaign or advertisement. Make it difficult for the visitor to ignore or become sidetracked by your message.

Benefits of a Landing Page

Many marketers have made it a habit to develop a distinct landing page for every campaign.

Why? because by giving people the option to opt in, it helps with a certain step in the conversion process. Still, there are more justifications for concentrating on landing page creation.

Using targeted landing pages in your marketing initiatives has the following major advantages for your online business:

• You may design landing pages that engage visitors more deeply by breaking down your audience into distinct segments and customizing your text.
• Enhancing conversions is the goal of landing pages. Your chances of turning more leads into sales might be increased by using a well-designed landing page to collect email leads.
• They make a favorable initial impression. You may use landing pages to make your audience want to stay on your website and become customers instead of just readers.
• Landing pages can assist you in developing your brand by presenting an image and messaging that are consistent and appealing to your intended audience.
• Landing pages can help you with SEO and increase site traffic if you use the appropriate optimization techniques.
• You can analyze the success of your landing pages and make data-driven modifications over time by measuring metrics like bounce rates and conversion rates.

Step-by-Step Guide to Creating a High-Converting Page

Make a draft of a landing page before discussing it with your designer. To ensure that you don't waste your designer's time, follow these five steps.

1. Determine Who Your Target Is

Ensure that the landing page targets a particular group of people. Recognize the issues, needs, and desires of your intended audience. Write the text keeping a particular person in mind.

Make multiple versions of your landing page if you want to use advertising to drive traffic to the page and run a variety of ad campaigns. Change the title and copy, but they can be essentially the same.

2. Identify Your MWA, or Most-Wanted Action

The only thing visitors should do on the landing page is click on your MWA.

The nature of that activity is determined by your strategy and product. Generally speaking, it's preferable to simply obtain their email address and develop a relationship with them via email if your product is fairly complex and expensive.

Go right for the sale if you're offering simpler, less expensive things (like wine or socks). If you're selling software, provide a free trial.

3. Specify What You Want to Say

You are aware of your target, their issue, and your suggested fix. Now turn that into a message that is simple to comprehend. Since it's impossible to predict what will work ahead of time, formulate a few theories and conduct split tests on them.

The adage "clarity trumps persuasion" is wise.

4. Create the Landing Page

You have a hypothesis about which offer will appeal to your target audience, your MWA is in place, and you know who your target audience is. How can a landing page be designed to inspire people to act?

Make a list of every component your landing page needs first.

Important Things for Landing Pages

• A headline that appeals to the intended readership
• The brand of the company
• A succinct description of your offer that is viewable above the fold (i.e., without the typical user needing to scroll down)
• longer description of the offer if it is a complex offer or product below the fold;
• a picture of the item that is being sold.
• a straightforward form with a maximum of three fields (name, email, and perhaps another field, but is the name really necessary?)
• Purchase or register based on your MWA.
• Provide a link to your privacy statement, opening in a pop-up window, to keep visitors on the page.

Recall that you create more friction when you ask a visitor to fill out additional fields; as a result, fewer individuals will complete the form.

Things to Avoid

• navigation menu—keep your offer front and center.
• Links to further content on your websites. like "About Us"
• photos or visuals unrelated to the offer; these serve as a diversion.
• Text that is difficult to read, or less than 12 points per inch
• Ominous forms with fields like "fax" or "title" that are not needed
• "Clear fields" menu item
• Links such as "Click here to read more" or "Click here to subscribe." Allow the user to scroll down if you are unable to fit all of your content above the fold. In most cases, scrolling is preferable to clicking to navigate to a new page.

Although there are always going to be exceptions and you can't (generally) just copy best practices onto your website, this is a good place to start. After putting the fundamentals in place, make adjustments.

5. Compile Everything

After you've written the copy and designed the page layout, compile it and post it to your website. Make sure your URLs are easy for users to understand.

The URL for your landing page should be something like somesite.com/oil-rig-job-offers if it is about job offers to work on an oil rig.

These URLs frequently result in higher Google Ads click-through rates. An advertisement with a keyword-rich URL is more likely to be clicked by a searcher who types in "oil rig job offers."

Conclusion

It is insufficient to get a customer to sign up for your email list or offer. You have to persuade a customer to really consume your content when they subscribe. Many visitors who fill out sign-up forms won't use your offer in an active manner.

But that extra registration is where it all begins. Additionally, if you're already investing in sponsored advertisements, you might as well dedicate some time to creating a landing page that will increase the return on your investment.