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How to Create Landing Pages that Convert

How to Create Landing Pages that Convert
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Last updated: February 8, 2024
Reading time: 11 minutes

Creating a landing page that converts is an essential part of any online marketing strategy. Whether you are promoting a product, service, or event, a well-designed landing page can increase conversions, generate leads, and increase sales.

However, creating visually appealing landing pages that convert can be a daunting task. This article will guide you through creating a landing page to help you achieve your business goals. 

From understanding the core elements of high-converting landing pages to the types of landing pages and everything in between, we will cover everything you need to know to create landing pages that convert.

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What Makes a High-Converting Landing Page?

Why are landing pages not converting, you ask? Well, they may be lacking some of the following key elements of a high converting landing page. 

Headline

The headline is the most important element of any landing page that converts. It is the first thing that visitors will see, so it must be clear, concise, and compelling.

Your headline should summarize your product’s or service’s main benefit and entice visitors to keep reading. It should be no more than 10 words long and should be placed prominently at the top of the page.

Value Proposition

How to Create Landing Pages that Convert: Value Proposition

The value proposition for your customers communicates the unique benefit that your product or service offers to your target audience. This statement should be placed prominently on the page, usually below the headline.

What’s more, your value proposition should be clear and specific, highlighting the benefits of your product or service and briefly addressing the pain points of your target audience.

Read also: How to Add Value to Your Business

Copy

The copy on your landing page is yet another crucial element. It should be short, sweet, and to the point. Visitors should be able to quickly understand what your product or service is and how it can benefit them.

Be sure to use simple language and avoid jargon. Remember that most visitors will skim your page, so use headings and bullet points to make it easy to read.

Read also: How to Create a Lead Magnet

CTA

The call to action (CTA) is the button or link that visitors click to take the desired action like buying your product or subscribing to your email list.

Given the importance of the CTA, you must place it prominently on the page and ensure it is as clear and specific as possible.

It is a good idea to use action-oriented terms, such as Start free trial”, “Sign up now” or “Buy now.”  Plus, ensure that the CTA stands out visually and is easy to find.

Page Load Speed

Page load speed is an important factor in the user experience of your landing page. Visitors will likely leave before seeing the content if your page takes too long to load.

For good page load speed, always choose a reliable web hosting service and ensure your website has high-quality coding. 

Further, don’t forget to optimize your images and code to reduce your page size, and consider using a content delivery network (CDN) to speed up content dispatch.

Corroborate Your Concepts 

You may want to use artificial intelligence (AI) to analyze your landing page’s visual design and identify areas that may be confusing or unclear to visitors. 

By doing so, you can identify and fix problems before your page goes live, resulting in a more effective and high-converting landing page.

Incentive

How to Create Landing Pages that Convert: Incentive

An incentive is something that you offer visitors in exchange for taking your desired action, like giving out their contact information. It is a good idea to offer an incentive for your audience on your landing page. This could be a discount, a free trial, or access to a valuable resource. Offering an incentive can increase conversions and generate leads.

Lead Forms

A lead gen forms is a form that visitors fill out to provide you with their contact information, such as their name and email address. It must be clear, short, and to the point. Also, you should use it only to collect the necessary information and ask for nothing more that may turn off visitors. Ensure it is placed prominently on the page and is easy to find.

Social Proof

Social proof is a type of validation that comes from the actions of others. This could be testimonials from satisfied customers, social media mentions, or the number of people who have already taken a desired action. Social proof can increase trust and credibility, increasing your landing page conversion rate.

Visual Design and Imagery

Visual elements like images and videos can make your landing page more engaging and help visitors understand your product or service. 

The visual design should be consistent with your brand, aesthetically pleasing, and easy to understand. Moreover, consider using images and videos that are relevant to your product or service and that help convey its benefits.

The right visual design can make a big difference in the user experience and ultimately lead to higher conversions.

Page Design

Designing a landing page is a process that requires a balance of creativity and strategy. 

The design should be visually appealing, easy to navigate, and consistent with your brand. Plus, it should be optimized for conversions, making it easy for visitors to take the desired action. 

A well-designed landing page should use whitespace effectively, have a clear information hierarchy, and use contrasting colors to guide the visitor’s eye. 

Additionally, it should be optimized for desktop and mobile devices, as most internet traffic now comes from mobile devices. 

It is also important to test your landing page design with different audiences and to continuously analyze and optimize it for better performance.

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Types of Landing Pages

Understanding the different types of landing pages and their uses can help you create a landing page that is tailored to your specific business goals. 

Understanding the user’s intent and creating a landing page that meets that intent is vital. And with the right design and message, landing pages can be an effective tool for generating leads and driving sales.

There are several different landing pages, each with a unique purpose and design. 

Let’s have a look at the different types of landing pages and their uses:

  1. Click-through landing pages: These types of landing pages are designed to persuade visitors to click through to another page. 

They typically promote a product or service and include a call to action (CTA) button or link. A click-through landing page aims to generate leads or sales by getting visitors to take the next step.

  1. Lead generation landing pages: These types of landing pages aim to collect contact information from visitors, such as their names and email address. 

They typically include a lead form and a CTA button or link. A lead generation landing page is designed to generate leads for your business.

  1. Squeeze pages: Squeeze pages are similar to lead generation landing pages, but they are used to promote a specific offer, such as a free trial or a discount.
How to Create Landing Pages that Convert: Squeeze pages

And like the lead generation page, they often include a lead form, an incentive, and a CTA button or link. The goal of a squeeze page is to generate leads and sales by getting visitors to take advantage of the offer.

  1. Sales landing pages: As the name suggests, sales landing pages are created to persuade visitors to make a purchase. 

They typically include product information, customer reviews, and a CTA button or link. A sales landing page aims to generate sales by convincing visitors to make a purchase.

  1. Webinar landing pages: Webinar landing pages are designed to promote a webinar or other event. 

They typically include information about the event, a registration form, and a CTA button or link. A webinar landing page aims to generate leads and registrations for the event.

  1. Thank you pages: These types of landing pages are typically displayed after a visitor has taken a desired action, such as filling out a form or making a purchase. 

Thank you pages typically include a thank you message, next steps, and other relevant information. The goal of a thank you page is to provide visitors with a positive experience and to encourage them to take further action.

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High-Converting Landing Page Examples

Below are some high-converting landing page examples that use effective design, copy, and calls to action. By studying the elements of these pages, you can learn how to create a landing page that is tailored to your specific business goals.

Dripify’s Landing Page

Dripify Landing Page Example

Dripify is an advanced sales automation platform. Their landing page features a clean design, a good and crisp headline, a solid value proposition, video, and prominent CTA buttons.

Moreover, the page includes information about the features and benefits of the platform, such as automation tools and prospecting tools. It also includes features, customer testimonials, an FAQ section, and a free trial or demo option.

Unbounce’s Landing Page

Unbounce Landing Page Example

Unbounce is a landing page builder and optimization platform. Their own landing page is an excellent example of how to create a high-converting page. 

The page uses a clear headline, a strong value proposition, and a prominently placed CTA button. What’s more, the page is visually appealing, with a clean design and high-quality images.

Dropbox’s Landing Page

Dropbox Landing Page Example

Dropbox is a cloud storage and file-sharing service. Their landing page uses a visually appealing, simple, and clean design. Plus, it has a clear headline and a smart value proposition. 

The page also includes a brief text about the benefits of using Dropbox, a free trial offer, and a CTA button that is prominently placed.

AirBnB’s Landing Page for Hosts

AirBnB Landing Page for Hosts Example

Airbnb’s landing page is designed to promote the company’s platform to property owners and landlords who are looking to rent out their property on a short-term basis. 

The page includes information on how to list a property on the platform, the benefits of Airbnb hosting, and hosts’ earning potential. It also includes testimonials from successful hosts, information on how Airbnb’s host protection insurance works, and a link to create a listing. 

The page is designed to be user-friendly and visually appealing, with the goal of encouraging property owners to list their property on the platform.

Crazy Egg’s Landing Page

Crazy Egg Landing Page Example

Crazy Egg’s landing page promotes the company’s website optimization and analytics tools. It includes information about the features and benefits of the platform, such as heat maps, scroll maps, A/B testing, and visitor recordings. 

Plus, it features customer testimonials, pricing information, and a free trial or demo option. The page is visually appealing, with a clean and simple design, and encourages visitors to sign up for the service.

Tips to Create High-Converting Landing Pages

Here’re some tips for creating high-converting landing pages:

Choose the Best Landing Page Builder

Choosing the right landing page builder is an important step in creating a high-converting landing page. Many different landing page builders are available out there, each with its own features and benefits. Some popular options include Unbounce, Leadpages, and Instapage.

Be sure to consider your budget, technical skills, and the features you need when selecting a landing page builder.

Keep Things Extra Simple

The design of your landing page should be simple and easy to navigate. Avoid clutter and use whitespace effectively. Keep the number of elements on the page to a minimum and ensure the page loads quickly. Remember that visitors will be skimming your page, so use subheadings and bullet points to make it more readable.

Write a Killer Headline

How to Create Landing Pages that Convert: Write a Killer Headline

A headline is the first thing that a visitor sees when they land on a webpage. 

A killer headline is attention-grabbing, relevant, and clearly communicates the main message of the page.

A headline that effectively communicates the campaign’s value proposition and encourages visitors to take action can greatly increase the landing page’s conversion rate.

It’s important to test different headlines to see which one resonates with your target audience and drives the most conversions.

Use a Single CTA and Make it Stand Out

Ensure your landing page has a single yet prominent call to action button. 

A good CTA will prompt the visitor to take an action like subscribing to your service, filling out a form, or downloading a guide.

Having a single, clear CTA helps simplify the visitor’s decision-making process and increase their chances of taking the desired action. Additionally, making the CTA stand out through design elements such as color, size, and placement ensures the visitor doesn’t overlook it.

Emphasize Key Points With Bullets

Bullets are an effective way to communicate key points on your landing page. They make it easy for your audience to skim the page and quickly understand your product’s or service’s main benefits.

Use bullets to highlight important features and benefits of your product, service, or solution. Also, make sure that they are easy to find.

Include Your Contact Information

It is a good idea to make it easy for visitors to contact you through your landing page. Include your contact information prominently on the page, such as your phone number and email address. Plus, consider including a live chat feature or a contact form to let visitors get in touch with you directly from the landing page.

Keep Your Forms Concise

How to Create Landing Pages that Convert: Keep Your Forms Concise

Keep your forms short and to the point. Only ask for the information you need, and make sure the form is easy to fill out. Avoid using too many fields, and ensure the form is prominent and easy to find.

Include Data Security Badges

It is always good to include data security badges, such as the SSL and PCI badges, on your landing page. Doing so will help establish trust and credibility with your visitors, making them more likely to take the desired action.

Communicate Value

The page visitors must be able to understand the value of your product or service. So, make sure your landing page content communicates value to your customers or leads. 

In doing so, use a short, clear, and specific value proposition. You may also want to add customer testimonials, case studies, and other social proofs to help communicate your product’s or service’s value.

A/B Testing

A/B testing allows you to test different versions of your landing page to see which one performs the best. It will help you identify which elements of your page are working and which need improvement. 

Consider testing different headlines, CTAs, images, and other elements to see which ones produce the highest conversions.

Capitalize on Emotional Triggers

Emotional triggers are elements that elicit a specific emotional response from visitors. This can include images, videos, or copy that evokes excitement, urgency, or scarcity. By using emotional triggers, you can increase the effectiveness of your landing page and make it more likely for visitors to take the desired action.

Create a Follow-up Page

A follow-up page is a page visitors are directed to after taking a desired action, such as filling out a form or making a purchase. 

This page can be used to provide additional information, offer a special deal, or provide a next step. By creating a follow-up page, you can continue engaging with visitors and increase their chances of becoming customers.

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Conclusion

Creating landing pages that convert requires a combination of design, copywriting, and testing skills. Understanding the elements of a high converting landing page can help you build a page that helps your business achieve its goals.

Additionally, by testing different versions of your landing page, you can optimize its performance and increase conversions even further. Overall, by following the best practices outlined in this article and taking inspiration from the examples, you can create effective landing pages that drive conversions.

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