Every marketer wants a converting landing page, but this is one thing that’s easier said than done. Between complex factors like keyword inclusion, page copy, visuals, and target audience, it can be tough to figure out how to ensure your landing pages are both engaging and compelling.
Luckily, you’re not alone.
In this article, we’re going to explain how to create a powerful, converting landing page that drives results for you and your company. Read on to learn more.
What is the Purpose of a Landing Page?
A landing page stays true to its name: it gives people a place to “land.” A single page featuring text, images, or a combination of both, a landing page appears when a user clicks a result in a search engine list or engages with a paid advertisement.
While landing pages are utilized by many brands in many different industries, their primary purpose is to drive sales and conversions.
What are Conversions and why do They Matter?
A conversion occurs when a user takes the action on the goal the company set out to achieve. For example, a user “converts” when they read through a landing page and then enter their email in a subscription box, download a free guide, or make a purchase.
In addition to the fact that conversions boost the prominence of a brand, they’re also how brands make money and keep their companies running strong, so it’s clear that a high conversion rate is crucial to a brand’s upward mobility.
The Top Elements of Landing Pages That Convert Visitors
While successful landing pages have many different elements, the following features are present in every converting landing page out there:
Attention-grabbing content and layout.
A great landing page must grab its readers’ attention. Most experts report that you have only 8 seconds to capture a lead’s attention and that after this time has passed, most hope for a conversion is lost. Because of this, converting landing pages are laid out and written in a way that commands attention. They include powerful claims, killer headlines, action words, and compelling visuals.
Simple, direct language.
Many people associate great landing pages with lofty, complex language. The truth is that the most effective landing pages are the ones written in the simplest words possible. Ideally, a landing page should communicate a message to everyone, rather than a select audience, and simple language helps facilitate this. What’s more, simple language also allows the reader to determine immediately if the landing page is what they’re looking for, and writing in a straightforward, clear fashion can help decrease your page’s bounce rate.
A compelling, and highly visible CTA.
It’s not enough for a landing page to simply exist. Instead, it must ask readers to do something once they’ve landed there. This is where the CTA comes in.
A great call-to-action is an essential element of every converting landing page. Ideally, the CTA featured should be a button, it should be distinct from the rest of the text, and it should feature action words to command the reader to take action.
An immediate feeling of trust and credibility.
While landing pages are vehicles for sales and conversions, they shouldn’t feel overly sales-y. Readers want to trust your landing page, and assaulting them with pushy language or hyped-up claims doesn’t achieve that end.
An offer, freebie, or download your readers will love.
Your landing page is driving conversions, and the best way to produce the conversion you want is to give your readers something in turn. This is why so many landing pages feature free downloads, opt-in forms, or PDFs. These marketing materials, while simple, are designed to offer value to the reader, and thus help them justify giving their personal information to you.
Video content is exploding in popularity and engagement, and adding it to a landing page is a wonderful way to increase conversions and engagement. According to Instapage, a company called GrowYourOwnGroceries.com added a video to their landing page and saw a 12.6% increase in conversions almost immediately.
Because videos increase the length of time people spend on your landing page while also delivering content in a clear and understandable fashion, they’re ideal for any company that wants to build an efficient, converting landing page.
Statistics, facts, and figures.
Statistics and relevant facts help boost reader trust, and they can go a long way toward making your landing page more credible and relatable.
Add some quality statistics or a case study or two to your landing page to foster trust. In addition to positioning you as an authority in the industry, this simple step will also encourage your reader’s place more trust in your brand.
Creating a Converting Landing Page, Made Easy
While building a highly converting landing page hasn’t always been a simple task, including these elements in the landing pages you create for your company can go a long way toward making them more successful and exciting for your readers.
In addition to having a conversion rate optimized website for your company, converting landing pages also engage readers, spread the word about your brand, and produce better outcomes for your business.
No time to create your own converting landing pages or want some assistance? No problem! Just contact Thrive Internet Marketing for skilled web design and internet marketing services you can count on!