Want to optimize your landing pages? Here's how to create the perfect landing page for your website to drive leads, convert customers, and increase ROI.
When used correctly, a landing page can be one of the most effective tools in your sales and marketing arsenal. Not only can it drive sales for a high-ticket offer, but it can also track metrics to help you improve your sales funnel. If a certain keyword or ad copy converts well on your landing page, it’s easy to move it to other channels – like an email automation sequence.
But what goes into making a great landing page that converts tire-kickers into real, paying customers? Unfortunately, there’s no one-size-fits-all solution – it can depend on the industry and the type of conversion. While you should be prepared to spend quite a bit of time testing various elements to get the right mix for your audience, there are a few points that every landing page has in common. Get those right, and your chances of creating a successful landing page go through the roof.
Technically, a landing page is any page on a website where the main objective is to drive conversions, such as email signups or product sales. They can serve as a gateway to the brand as a whole – operating as a middle-of-the-funnel event – or can close out the sales process completely. Either way, they serve a single purpose – to encourage the customer to take a specific action.
Landing pages are unashamedly blunt. The best ones don’t have a lot of fluff; they place the offer directly in front of the buyer’s face and give them all the reasons why they should act, in a highly orchestrated manner. That’s what differentiates landing pages from home pages or any other “standard” page on your website – rather than share basic information about your brand or company, they instead introduce a specific product and detail why customers should buy it.
If you want to drive leads organically, then you need to create a number of different landing pages targeting a wide range of keywords relevant to your products and services.
All landing pages have a common goal – turning site visitors into clients – but most don’t accomplish that goal the majority of the time. Here’s how to generate a landing page to boost your business and convert customers.
Just like your website, a landing page needs to have a strong organizational structure. Visitors need to be able to skim through content quickly, see images that demonstrate the product or service in action, and, most importantly, know what the product is.
Take this landing page from MOSTLY AI as an example. The headline describes what the service is intended to provide, accurately and concisely. Users can quickly identify that the company offers synthetic data generation services as soon as they land on the page. They accomplish this with a bold and clear headline, along with a quick description next to a featured image.
Ideally, your landing page will have several H2s and H3s sprinkled throughout to highlight various benefits or ideal customer pain points. Some may also show off the product or service features, customer testimonials, FAQs, or specific ordering information.
Landing pages don’t need to be long, either. Some industries have landing pages that are thousands of words long, repeating the offer several times. Others only take a few scrolls to get to the bottom. Check out other landing pages in your niche to get an idea of what your customers expect.
Since most people prefer to skim through a landing page instead of reading every single word, the right images can sell your product for you. In fact, 90% of the information transmitted to the brain is visual, so if you’re looking for a single element on your page that provides the most bang for your buck, visuals are the answer.
Whatever images you use should be relevant to your product and personalized to your brand. Try to use high-quality pictures, and find images that include people. A little emotion never hurt anyone, so when in doubt, find pictures that show people displaying positive feelings.
So what kind of visuals are right for your brand? For a SaaS company, screenshots and product demos are the obvious choices, but you should also consider gifs and videos. The eye is trained to track motion, so anything that moves will automatically capture your customers’ attention.
There’s no question that your copy needs to be descriptive. If people don’t know what your business is advertising, then how are they going to take action? How do they know if it will benefit them? And why should they even stick around?
The average bounce rate of a landing page is somewhere between 40-70%, depending on the industry. Lowering that by even a few percentage points can have a significant impact on your business’s bottom line. The best way to do that is to leverage the power of emotional copy.
Statements that imply urgencies, like scarcity or low inventory, keep visitors on-site and usually drive more conversions. Copy that shows how pain points can be alleviated is also integral. Nearly all forms of marketing are about showing a transformation in the individual, so make sure you highlight that change in the text.
Showing transformation doesn’t have to be so obvious, though. One effective method is to use a tool that allows users to track the before and after, such as this moving cost calculator. Customers can input their information, and they’ll be able to see how much moving will cost them. This tool also serves as a lead magnet, so even if they don’t convert, MoveBuddha.org still has their contact information.
Reviews and testimonials are the “secret sauce” to any landing page, especially on high-ticket items. If you’re charging a significant amount of money for your niche, then you need to provide evidence that others have made the same purchase and are happy with their decision. In one study, adding social proof to a landing page increased the conversion rate by nearly 34%.
So how do you gain social proof? Chances are, you already have some in the way of customer reviews on Google and Facebook. Look around through your various platforms and email accounts, then post them on your landing page as soon as possible. If you don’t have any, reach out to some of your clients or beta testers (if it’s a new product or service) to generate some.
When looking for reviews, it’s best to be specific. Five-star reviews don’t mean as much if they’re just generic statements like “great product!” or “exceptional quality!” You want the reviews to be feature and benefit-specific, while still exuding enthusiasm. If possible, place pictures next to your reviews as well to give them an extra human touch.
No landing page is complete without a strong call-to-action (CTA). This shouldn’t exist on just one part of your landing page. Depending on the length, you’ll want to sprinkle several offers throughout the page to give the visitor multiple opportunities to opt-in. Make sure you include it at the beginning and at the end, then a few times in between.
To give your sales an extra boost, consider adding an additional offer as well. An online PC games store, for example, may offer extra content for those who buy before the game’s official launch date. Alternatively, you could also offer guides, discounts, or consulting sessions for B2B clients.
Creating your first landing page isn’t difficult, but optimizing it via A/B testing is where the real work begins. Not to alarm you, but this will be a never-ending process. There will always be new features, new copies, and new offers to test. If you try to “set it and forget it” you won’t get the best results.
Remember that your landing page doesn’t need to work for every industry or even every business in your industry – it only needs to work for your audience. As long as it grabs their interest and entices them to buy, you’ve done your job, and done it well.
Sarang is a passionate Content marketer and Account Manager at uSERP. He loves creating content and runs a successful blog on filmmaking and advertising.