You know your product or service is fantastic. You’re advertising in the right places. You’re getting clicks, but they aren’t turning into leads. What’s going on? It could be that your landing page isn’t giving people an engaging and impactful place to… well… land.
To convert your traffic into leads (which turn into sales), your landing page needs to inspire your target audience to act. But building a high-converting landing page can be overwhelming. Where do you start?
Here are five ways to create engaging and impactful landing pages that will drive form fills and get you the leads you need.
- Dial in the copy
Compelling, concise copy that is reflective of your offer contributes to an impactful landing page. Great landing page copy should help solve an issue or provide a solution to your audiences’ pain point. Be sure to avoid a bait and switch. People don’t like to be deceived. If you’re driving clicks by offering answers or helping to solve an issue, deliver on that promise. Keep everything in your brand voice to create an authentic experience. Check that the ad copy that leads to your landing page is also on point. You can provide value with topics such as “#1 mistake you’re making with a certain subject,” or “Read this to find out how to relieve pain from XYZ ailment.” The end goal is to sell, right? This isn’t the place for a sell-only message that provides no value. Blue Apron has a terrific landing page. A strong headline demonstrates how important meals are, copy addresses different dietary needs and it notes an affordable price for the convenience of taking meal planning, shopping and prep off your plate.
Image credit: Blue Apron - Include a persuasive CTA
A persuasive call to action (CTA) on a high-converting landing page does just that—it converts! It will be something that makes landing page visitors actively want to take the next step with your brand. Include a sense of urgency with copy such as “for a limited time only,” “limited quantity,” “only X days left” or similar to encourage people to act quickly.There should be a clear, singular CTA. Why? Too many messages can muddle the issue, so point visitors in one direction and make sure it’s like an airplane runway… everything on the landing page guides them to where they need to be.
Row House promotes a limited-time offer of a first class for free in its top banner. To add to the call, both buttons say “First Class Free” creating a consistent message. That’s pretty persuasive!
Image Credit: Row House - Catch eyes with your imagery
Use high-quality and relevant imagery that supports your message. When at all possible, avoid using stock images. Stock doesn’t feel authentic, and it might even make people question the legitimacy of your landing page… yikes! Be sure to include visual mandatories like your brand’s logo.Jiggy Puzzles has bright, eye-catching imagery that showcases its product.
Image Credit: Jiggy Puzzles - Back up your claims with social proof
Testimonials. Accolades. Awards. Oh, my! Build authority by including this type of social proof on your impactful landing page. People trust other people. They want to see someone else had a positive outcome from your product or service, or that independent experts believe in your product.Nature Made shows off accolades including being the #1 pharmacist-recommended vitamin and supplement brand.
Image Credit: Nature Made - Keep design and UX in mind
Say it with us… streamline! There’s nothing more frustrating than visiting a landing page and being confused or not able to find the information you want. You’d for sure bounce, and others will, too. Follow these design best practices for a clean landing page:
- Limit the required form fields to what’s really needed. No one wants to fill out a long form and you can collect additional information throughout the sales process. Use multiple choice or drop-downs for forms when possible.
- Put important information such as CTA and forms above the fold to capture attention.
- Focus on visual hierarchy and prioritize elements. Use size, color and placement to draw attention to important landing page components like the headline and CTA.
- Break content into sections so it’s easy to read. Use headings, subheadings and bullet points to make information digestible.
- Use a clean design with minimal clutter. Include white space. Allow breathing room between elements to improve readability and focus.
- Make navigation intuitive. Avoid distractions. Use minimal navigation or a single directional link to keep users focused on the goal. For longer pages, use anchor links to guide users to relevant sections.
Slack has a fantastic landing page. It offers a clean design, shares some notable clients (get that social proof in!) and offers users the chance to get started with a simple form fill of only one field. Scrolling below the fold gives prospective users insights into how Slack can solve workplace communication challenges.
More high-converting landing page tips:
Want to take your impactful landing page to the next level? Here are a few more tips once you have the basics in place:
Review and test
Have you ever tried to connect with a company and their landing page doesn’t work? So frustrating! Review and test your landing page and forms before the big launch.
- Additional pro tip: If you’re automating a thank you email for form fill (which you should!) be sure it is working, too, and that personalization like the customer’s name is being filled properly.
Optimize for mobile
Did you know that over 60% of website traffic comes from mobile and 92.3% of internet users access the internet from mobile phones? So, a great landing page has to be optimized for mobile… because… well, the numbers speak for themselves.
A/B Test and Iterate
Experiment with different headlines, CTAs and layouts to see what performs best. Monitor analytics such as bounce rate, time on page and conversion rates to adjust and improve performance.
A good place to land
So, how does your current landing page measure up? Is it spot on or is there room for improvement? When it comes to connecting with your target audience through your landing page, remember these five key tactics to engage and create impact.
Want to launch a high-converting landing page? We can help! Connect with the experts at Beyond Fifteen to learn how our web-savvy team can develop an impactful landing page that delivers results.
