A great landing page can mean the difference between having zero, 100 or even 1,000 new leads and sales a day for your business.
No matter what the product you’re trying to sell, landing pages serve a single purpose—they insight your website visitors to take action. At the end of the day, that’s what you’re trying to achieve, right?
Landing pages are single pages that focus on a specific topic or campaign that entices people to buy a product or service. Implementing landing page design best practices increases conversions on your site.
While scrolling through a landing page, you’ll find calls-to-action (CTA) to purchase a product, download a piece of content, or more.
It’s also common for them to feature an introduction or set up a common problem that they might have. This could include a list of pain points that are the user time, money, or energy. Then, they’ll introduce content or a product with a CTA.
After explaining how your product will solve their issue, the landing page should delve deeper into features. Show testimonials or social proof as to why your product works near the bottom of the page.
According to Unbounce, a sole focus on a specific topic is what helps you increase the conversion rate of your campaigns. Landing page website traffic is almost always traffic from a specific campaign or channel, so you can customize that page specifically.
It’s important to remember that users who find your landing page via paid social media content will likely be in a different mindset to users who find it via Google Ads or a referral link.
Social media users are likely browsing sites like Facebook or Instagram. They aren’t necessarily looking for something to buy. On the other hand, people who are actively searching for applicable terms in Google have more of an action or purchase mindset and they are proactively looking for a solution to their problem.
Tools such as Unbounce and MailChimp make landing page creation relatively easy. Crucially, you need to create compelling copy, an irresistible CTA, and an enticing landing page design that makes your offer hard to refuse.
Are you ready to learn how to optimize your landing page and convert more leads?
Step 1: outline your offer and campaign.
Powerful copy is key to a great landing page.
First, create an outline and decide what you want to focus on. List the offer and campaign, then think about the page basics.
If you had a vintage t-shirt company, for instance, and wanted to promote a 50% off bundle sale for Instagram users, your offer might be “50% off all vintage tee bundles of five shirts or more” and your campaign would be a paid Instagram campaign.
Knowing your offer and audience can help you to create highly-targeted copy. A user who is learning about your company from an Instagram ad differs to one who hears about it from word-of-mouth or through a Google search.
In our example, Instagram users are scrolling through Instagram, they aren’t searching for vintage shirts to buy, unlike someone who’s Googling “vintage t-shirts for sale.”
In this instance, we can appeal to their sense of style and interest in the current trend—vintage t-shirts. A good intro sentence that could also work in the ad might be:
“Take your coolness up a notch with our soft, genuine vintage t-shirts, now 50% off when you bundle 5 or more.”
Step 2: List the benefits and the solution.
No matter what you are selling, users want to know what’s in it for them. How will they benefit from your products or services?
The bread and butter of any landing page is successfully explaining to users how your product or service will solve their problem.
Take this landing page for author Chris Ducker’s Youpreneur online community. The page speaks to the target market of entrepreneurs and small business owners about stopping the struggle and growing as a business owner, something many entrepreneurs empathize with.
This landing page also explains why this product—the online mastermind community—will help users achieve success in their businesses.
As starting a business usually comes from a place of drive and passion, using compassionate and proactive language works well for this audience.
When it comes to writing landing pages, be concise and clear. Studies show that the more words used on a landing page, the lower the conversion rate. When writing, put yourself in the shoes of your target audience or persona and ask yourself these questions:
- How does it feel to have my problem?
- What am I looking for to make my work or life easier?
- How can this company’s product or service solve my problem?
- How will my work or life be improved after I buy this product or service?
Answer these questions in order on your landing page to set up your offer. Then you can lead into your CTA.
Step 3: create a compelling CTA.
The CTA sentence and button on a landing page have a huge impact on conversion rates. This is the final frontier of a landing page before a person submits information or goes to the payment page.
There should ideally only be one CTA per landing page, marked with a large submit button. MarketingProfs cited a study from Unbounce that found that landing pages with a single link or call-to-action have a higher conversion rate—an average of 13.5%. This is about 2% more than pages with two or three links or CTAs.
According to WordStream, the best CTAs:
- Use catchy action words, such as “get” and “give”
- Build a sense of trust, like “Let’s build your offer”
- Appeal to a user’s sense of urgency by showing users what they will get by submitting the lead-generation form, e.g. “Get a 30-day trial instantly”
A great CTA button should tie into the page copy as a whole, reiterating the offer. It should also feature an eye-catching design that makes users want to click.
Step 4: focus on great design.
Good design affects how users feel about a company, product, or service. It can influence a user’s decision to convert.
Landing page design best practices dictate that the layout is consistent with existing company branding and appeals to your target audience.
Break the landing page up into specific sections: the headline, the offer copy, the CTA, and then social proof. Social proof is the final argument to users to get them to purchase, it demonstrates trust and reputation. It shows how many people have bought or taken the offer on the page or what media outlets have covered the company or product.
Take this example from Medium’s landing page encouraging upgrading to a paid membership, it features testimonials from other users about Medium’s content quality and platform.
The key design elements of a landing page are:
- On-page copy blocks
- CTA buttons and boxes, usually in between copy blocks and at the bottom of the page
- Complementary images and video (if used)
- Social proof section—testimonials or data
To see what brings the highest conversion rate, A/B test all design elements on your landing page, from design to the CTA button style and wording. Tools that let you build and test landing pages with campaign audiences, include Unbounce, Hubspot, and Leadpages.
Combining good design with the best offer for your audience will help you to create highly targeted landing pages that convert users and make your campaigns pay.
Key points of landing page design best practices.
Building and designing a great landing page starts with your offer, continues with outlining the benefits and solution, and, finally, focuses on the CTA and those crucial design elements that make your offer hard to refuse.