While it might seem simple to create a landing page, creating a high-converting landing page can sometimes feel like brain surgery.
Your landing page should be the middleman between someone going from a follower to a customer; it lets you make a trade for some sort of special discount, a piece of information, or a product, in return for providing their contact information.
While landing pages may be the least popular type of sign-up form, they actually have one of the highest conversion rates sitting at just under 25%!
What Is a Landing Page?
The purpose of a landing page is to achieve micro-conversions such as filling out a form, signing up for a free trial, registering interest in a product or service, etc.
Unlike websites, which are designed for exploration, landing pages are customized to a specific campaign or offer, and guide visitors towards a single call to action. To put it briefly, landing pages are designed for conversion.
Similar to websites though, most users decided within just a split second if they want to stay on a webpage or not. So capturing their attention right away is key in learning how to create a high-converting landing page.
Entice With A Compelling Headline
A headline is where it all begins!
Your headline needs to do three things…
Grab their attention!
Explain your product or service.
Be straight and to the point.
When creating your headline, ‘power words’ are an excellent way to grab their attention and keep it.
Power words are words that can trigger emotion and actions.
While we want to stay away from seeming clickbait-y, using power words can make your reader feel like they have to keep scrolling.
Here is a list of some of the best power words for headlines…
Make Your Value Proposition Memorable
While a headline is important, your value proposition is no doubt the most important element of your overall landing page.
But what exactly is a value proposition?
It’s the aspect of your landing page that tells prospects why they should do business with you rather than your competitors and makes the benefits of your products or services crystal clear from the beginning.
The best example of a show-stopping value proposition is Apple.
Even though there are literally hundreds of phones to choose from, Apple knows how to make itself stand out in a crowd. Rather than focus on a specific feature - none of which are unique now - the company focuses instead on the experience of using an iPhone.
Another fantastic example is Grammarly.
Grammarly wasn’t the first and isn’t the only grammar tool on the internet, but their brand and advertising make you feel like you absolutely can not write without them.
Grab Their Attention With Videos
According to Social Media Week, viewers retain 95% of a message when obtained via video!
And that’s not all, 78% of marketers say video has directly helped to increase sales.
Adding a short video or animation element that explains your product/service, your company, or even a review, will drastically increase your chances of turning a viewer into a customer.
Give Them A Guarantee
Everybody wants to feel at ease with a purchase - especially if it’s a company they’ve never bought from before.
Just like when you make a new purchase and have the safety net of a 14-day return, your landing page should show viewers that their hard-earned money isn’t being wasted.
As WiX Experts, we also suggest using customer reviews on your landing page. Over 70% of customers won’t take any buying actions until they’ve read reviews, so adding your 5-star reviews will not only help increase sales, but it gives your potential customers more of a guarantee that they will be happy with their purchase.
Solves Your Customer’s Pain Point
Humans are naturally wired to avoid pain - whether than be physical, mental, or emotional.
So it’s safe to assume that if your audience thinks about their pain points when reading your landing page, that they will subconsciously seek ways to alleviate it.
When it comes to solving your customer’s pain points, make sure you illustrate not only what problems you can solve, but what they would miss out on if they didn’t use your product or services.
Create a Quick Loading Page
Page load speed can make or break your sales. It’s one of the first factors that audiences make when deciding if they want to stay on a page or leave!
One way to see if your website needs to improve its page speed is to head on over to https://developers.google.com/speed/pagespeed/insights/ and check.
In case you do, here’s a list of 4 quick ways to improve your load speed time…
Reduce sizes of videos, images, and other large files
Reduce the number of different fonts
Limit the number of third party applications
Use mobile editors to ensure mobile readiness
Provide a Seamless and Logical Flow
All of your landing page elements should follow a logical flow to keep your visitors moving toward your CTA.
For example,
Start with your headline and value proposition
Add a short video about your product/service
Continue with your benefits and solved pain points
Include your testimonials and reviews
End with your CTA
Above are the two main types of landing page flow designs. Always remember to put yourself in your customer’s shoes and go through the journey with them.
Does the flow make sense?
Do you know where to click or scroll next?
Are your eyes all over the place or following the intended pattern?
Create Conversions With Your CTA
Your CTA is hands-down the most important part of your landing page.
Without a clear and well-thought-out CTA, your audience will be left with no direction and you’ll be left with no conversions.
Now when it comes to actually creating a call-to-action there is a lot to take into consideration.
Choose Your Words Carefully
Use valuable and actionable words like “Download Now,” “Get Started,” or “Schedule/Book A ____.” Make your audience feel compelled to take action when they see your CTA (hence the name!)
Use Contrasting Colors
You want your CTA button to stand out, not blend in. To make it stand out, that color needs to contrast with the other colors you’ve been using throughout your landing page.
Contrasting colors help to attract the eye and compel the take action.
Make It Big
The bigger, the better!
Your CTA should stand out from the rest of your copy and grab your audience’s attention. How can your CTA button be seen when it’s the same size as everything else?
Don’t Link Your CTA to Your Homepage
Your homepage is where people land before they get to where they’re going. Bringing your audience directly to your homepage will not only make them feel lost, but it reduces the chances of them converting.
Now That You Know How to Convert Your Audience...
We hope you convert more than ever!
Like we stated in the beginning, creating a high-converting landing page isn’t brain surgery, but it does take a little bit of science. Make sure each section of your page creates a flow to the next, and that your CTA is clear, concise, and actionable.
If you need help creating your own landing page, or just don’t have the time and resources to do it yourself, consider reaching out to a WiX Expert to create one for you.
You can reach out to us here, or give us a call at +1 (888) 737-9635.
Kellyann Doyle is a Content Marketing Writer at Zoek, an SEO, Web Design, and Digital Marketing Agency that assists small and medium-sized businesses with their online footprint. She earned her Bachelor's Degree in 2013 from the University of Houston with a Major in Communications and a Minor in Marketing and has been working in the Digital Marketing world ever since. When not working, you can find Kellyann trying new recipes, enjoying a good nap, or watching Friends for the 500th time.