Crafting High Converting Landing Pages

I’m sure as a business owner, you wonder what the big secret is behind landing pages that actually convert. I think most online marketers and online businesses do when they first start out. 

Here at Conquer The Internet, we wondered the same things. In this blog, we’ll share with you real tips and information we used to get landing pages that actually converted. 

What is a landing page and why does it matter 

A landing page is a web page that aims to get visitors to act in a certain way. For instance, signing up for a newsletter, inviting people to a conference or webinar, making an announcement, offering a discount or making an actual purchase. 

It’s a common practice among marketers to create a unique landing page for each campaign, and there are reasons for that such as: 

• Landing pages' main objectives are to enhance conversions. A well-designed landing page can help capture email leads, increasing your chances of converting more leads into sales. 

If you’re looking for an agency based in the UK to build you a well-designed landing page that actually converts, get in touch with us. Our webflow-built superstar websites make it so that you can’t lose!

• By segmenting your audience and tailoring your messaging, you can create landing pages that connect with visitors on a deeper level. 
• Landing pages can help you build your brand by projecting a consistent message and aesthetic that resonates with your target audience. Don’t do what everyone else in your industry is doing, be bold, be creative and build your own brand character!
• With the right optimisation strategies, landing pages can improve your SEO and drive more traffic to your website. 
• By tracking metrics like bounce rates and conversion rates, you can monitor the effectiveness of your landing pages and make data-driven improvements over time.
• They give a positive first impression. Landing pages can help you appeal to your audience, so they will want to stick around and switch from reader to customer.

Reasons why you need a landing page include: 

Give a positive first impression: 

Landing pages can help you appeal to your audience, so they will want to stick around and switch from a reader to a customer. 

Having a consistent tone of voice that projects a consistent message is key, as it attracts those target customers. 

Gain trust with your audience:

Your landing page is your opportunity to start building trust among your consumers. That means a professional design, providing quality content and addressing pain points. 

Including things like social proof is a great way to gain trust with your audience, it shows people are happy with your product/service. 

Increase the Conversion Rate

Landing pages provide your leads with the information they need to move them further along the customer journey and closer to a conversion. 

Calls to action encourage users to take the action you want them to (for instance, sign up for a newsletter or ask for a quote).

In addition, by tracking metrics like bounce rates and conversion rates, you can monitor the effectiveness of your landing pages and make data-driven improvements over time.

Key Elements for a high converting landing page 

Having a Unique Selling Proposition

In your field, there will obviously be other businesses more established than yours. So what will make your potential customers choose you over your competitors? 

Your USP should set clear expectations for your customers, and what they can expect from your business. From your USP it should pinpoint why you are their dream brand to purchase from. 

Your USP isn’t entirely about all the elaborate and fancy features your product or service comes with, but rather the promise you make to your customers. 

Your USP should reflect who your company is, it should show some character. It shouldn’t just dissolve away. 

So, what does this look like on the landing page? 

Well it’s two things 

The main headline: 

It’s the first thing people see when they click on your landing page. It should describe in a short few words what your customers should expect when they go into business with you. 

Your headline should be short, punchy and above everything else clear in what it does. 

The supporting headline: 

This is the part underneath the main headline which supports the claims you have made in your main headline. The key with the headlines is not to make them too long so that they can’t be digested, but they should have some meaning to them, not just fancy words thrown in a sentence. 

Your Features & Benefits 

An effective headline gets your customer's attention, they’re now interested in what you have to say and what you have to offer. This is where your features and benefits come in. Your features should answer any questions they might have about your product or service. 

The features section should make your benefits more prominent. Your features describe what your product or service is about and the benefits show the value of your offer, remember it’s all a value game. What can you bring to the table? How can you benefit their life? 

Yes, you could go on and on about how great your product is but at the end of the day, no one wants to hear that. Just get straight to the point. 

Social Proof 

I’m sure if you’ve bought stuff online you’ve been wary enough to check out the reviews and see what people say about the product. It’s no different from yours. 

Social proof is a powerful persuasion tool. Did you know that research from Bright Local confirmed that the average buyer reads at least 10 reviews before trusting a business, often spending almost 14 minutes reading customer feedback before making a decision? 

Keep control of the image people have of your brand by implementing social proof. You can do so in the following ways: 

• Customer reviews
• Count of how many customers you have
• Trust seals to establish the security of information
• Awards from reputable organisations
• Expert testimonials

A strong CTA (Call to Action)

With your landing page, a conversion is the main goal. A CTA brings you closer to your goal, you want and need people to convert. 

Generally, CTA’s are presented as a standalone button on a click-through page or as part of a lead gen form. Poor CTAs are the standard “CLICK HERE” or “SUBMIT” You need to think about the buyer's journey. 

A good CTA ties back to your USP and clearly articulates what a visitor will receive in exchange for the click or purchase. 

Common Mistakes to Avoid 

Having a cluttered Design 

There’s nothing worse than clicking onto a page and feeling overwhelmed and just bombarded with links, information and images. We Get it, you want people to know how great your product or service is, but you’ll scare them away if you just bombard them with information. 

The best course of action is to get your main points across and prioritise the main information in concise easy-to-read points. As well as what value you bring to the table. 

Weak or unclear CTA

Having a CTA that is vague, hidden or lacking urgency is just wasting your time and your customer's time, you can’t spend all the time hyping up your product just for you to say Buy now, with no real clear benefits. 

Make your CTA 

• Clear and direct: Make your CTA action-orientated 
• Prominent placement: Position the CTA where it’s clearly visible, consider making it a contrasting colour as well. 

Lack of Mobile Optimisation 

This is all too common in today’s day and age which is quite frankly just unacceptable. Mobile users are a growing audience and if your site isn’t mobile-friendly, you’re already cutting a significant portion of your audience. 

Ensure that your mobile section is responsive and looks good on all devices, test your landing page on multiple devices to ensure functionality and usability. 

No Social Proof 

Another area where brands fail in their landing pages is that they have no social proof, just as we spoke about earlier in the blog, social proof is the ultimate persuasion tool you can use to get those clients ready to become lifetime customers. 

With no social proof, users will be sceptical about your product or service, does it work, is it high-quality? These are questions your social proof can answer for you. 

Well, hopefully, you’ve been able to keep up with this information-packed blog. If you’re curious as to our experts at Conquer The Internet set up our high-performing Landing pages, get in touch with us, spots are filling up, so make sure to book a call with our Found Matt and see if we are the right business for you.