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When you’re launching a landing page, high conversion rates are the measure of its success. The strategy of your campaign can be great, but if the landing page is not converting, all your previous efforts are wasted.
No wonder you want to know how to create efficient landing pages. In this article, I will present you with a complete guide to creating high-converting landing pages that will turn into
What is a Landing Page?
A landing page is a webpage created for a marketing campaign. It’s the destination on your campaign map where visitors “land” after they click the link that they find in an email, Google ad, or social media post.
A landing page differs from a business website because it is far more specific.
In fact, a landing page is focused on only one particular goal that is tied to the current campaign and emphasized in a strong call-to-action (about that later).
It is about one product, sale, or promotion. It’s very distinct, and that’s why the precision matters. Even a small mistake can decide on your campaign's failure or success.
Before you start, you have to know exactly who you are talking to and what you want to achieve. Do you want to sell your product? Generate new leads? Promote your new special offer? Inform about a new product?
No design hack will work if you haven’t answered those questions yet. How you’re going to apply those rules depends on your target audience and marketing goal.
A Step-by-step Guide to High Converting Landing Page
1. Choose the right tool
A landing page is a one-page website. It’s not complex, and most of the website-building tools available on the market will have it in their offer.
However, as I pointed out before, every landing page carters for different groups of people and has a distinct goal; that’s why it’s important to choose the tool with a high level of personalization, like WebWave.
Just changing the content and creating a generic page will not result in high conversion rates. With WebWave, you can choose a template and fully edit it, or even start from scratch to create the exact landing page you need. It is a reliable website builder with stable hosting and access to all the necessary statistics. A perfect solution to design and launch a landing page.
2. Create an attention-grabbing headline
A headline is the first thing your visitor is going to see. It has to be good. Keep it short and rather straight to the point. It has to convey what the landing page is about.
It should also plant the seed of curiosity in your visitor. Grab and maintain their attention. Depending on your target group and business profile, different tactics will work. You can pick from bold, maybe a little vague statements to simple messages.
One thing is for sure; you have to think it through.
A good, eye-catching headline has to be followed by a convincing subtitle. There you can get into more details, but still, don’t stretch it for too long. A landing page is not an SEO-friendly blog post. Keep it short.
3. Plan the overall design
Your landing page has to look good. If the design is outdated or straight-up ugly, you can be sure that your potential clients will close this tab as soon as possible.
The colors and images that you use have to correspond with your business profile as well as the goal of the landing page. They should reflect and complement your headline and subtitle. It’s the easiest way to create a cohesive and engaging story.
The design shouldn’t be overwhelming, though. Don’t put too many elements and find the perfect balance.
4. Make sure that your landing page looks legit
Just think about it for a second - you are an internet user who just saw an interesting search engine ad. The offer speaks to you, so you clicked. You land on a page that has no company’s name, no contact information; the design is outdated with just some random link.
You would think it’s a scam, wouldn’t you?
Your landing page can’t make that impression. Show your company’s name and logo, leave some contact information at the bottom, and maybe even place a contact form. Show that the website is safe and you are not trying to scam your clients.
And I’m once again reminding you about the design. If it’s outdated, and out of place, your visitors will probably want to leave. Not only because you lost their interest but also their trust.
5. Use social proof
Find some space for social proof. Customers love to read others' testimonies and opinions. The online recommendation is crucial in customers’ process of decision-making.
Post a few testimonials that will point out specific elements of your offer. Simply writing “XYZ is great” is not enough.
“I have a small business and have been struggling with reaching my target audience. XYZ improved my SEO, and now my schedule is constantly full” is a way more convincing testimony.
6. Don’t forget about a strong call to action
The call to action (CTA) button is your way of telling the visitor what to do next. This is the most important part of every landing page.
With every other element of the page, you’re preparing the visitor to actually click it, and… convert.
The CTA button should be big and in a contrasting color. However, avoid red since it’s usually associated with danger or designated for decline or exit buttons. Green is a good choice, but don’t force it if it clashes with the overall color palette of the design.
Place the CTA under the text. It’s the most common and logical flow that the visitors are used to. Don’t try to change their habits.
7. Last but not least - responsive web design
The final step of creating a good landing page or any website is to make sure that it’s adjusted to mobile devices.
Lack of responsive web design (RWD) affects user experience since when they are on their phone, they are not able to access the website, or it's unreadable. It causes a drop in traffic and conversions as well as a high bounce rate.
Sometimes the mobile version of a website will be slightly different from the desktop one. You might need to cut some images or shorten the text. Don’t be afraid to make those adjustments. Just remember, what’s your goal.
As you can see, creating a high-converting landing page needs some effort. It’s a project that you need to think through and carefully plan. But it’s definitely worth spending time on.
A landing page designed by the rules from this guide will successfully convert visitors into clients.
Monika Buchelt works as a marketing specialist at WebWave, the company that offers a free website builder for both professionals and non-specialists. As a marketing specialist, she promotes WebWave on international markets. She is especially interested in business psychology.
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