Landing pages drive traffic and convert visitors and act as the starting point of your sales funnel — this is where your potential customers will likely learn about your products and services.
If you aren’t using landing pages to help sell your products or services, you could be missing out on countless potential customers.
Building a landing page is quite easy.
Building a landing page that converts visitors into paying customers?
That’s the hard part!
Luckily, there are proven ways to design converting landing pages. In this guide article, we will cover everything you need to know about how to make landing pages that convert:
Offer Something of Value That Solves a Problem for Your Visitors
Keep Your Landing Page Simple
Offer Social Proof
Write a Killer Headline
A/B Test Various Elements of Your Landing Page
Table of Contents
Wait a Minute — What is a Landing Page?
First, it helps to understand what a landing page is, what it aims to accomplish, and why you might need one.
A landing page acts as a standalone web page that you design specifically for marketing or advertising your products and services. It’s a page you send visitors to when you want them to do something particular, hence the term “landing page” — they “land” on this page.
This means a landing page has its own unique call-to-action (CTA).
Below is an example of an excellent landing page. The action here is to fill out the fields for your name and email address and click the CTA button.
Digital marketers often create landing pages when running a paid promotion or ad campaign. Landing pages are a common destination for Google PPC ads and Facebook ads.
Let’s go over an example together to illustrate this better.
Say you’re a dentist, and you want to run a Facebook ad for a teeth whitening ad you’re running for the week. The ad might be promoting a 50% discount on the service. You would want to link that ad to a landing page you create, and on that page, visitors can quickly and easily schedule their appointment and possibly even pay ahead of time.
That’s the action you want them to take, and that’s what the landing page is designed to do — get people to schedule a time. Know that your CTA can be whatever you want it to be, whether that’s getting people to buy something or even just submitting their email address to join your mailing list.
It’s an action that you want them to take, plain and simple.
Are there going to be freebies, discounts, contests, or giveaways?
If they give you their email address, what do you give them in return?
You can emphasize this by taking your visitors on a quick journey. They’re at Point A right now, and they’re frustrated. They need help, and you can help them! So, you take them on a journey to Point B, where they want to be.
A landing page made entirely of text is a huge no-no.
Your visitors will drop like flies. A page filled with nothing but words is plain, dull to look at, and hard to read.
If you have a text-only landing page, expect your bounce rate to skyrocket.
Pictures certainly help — but choose them wisely.
You already know they need to be high-quality, but did you know that pictures with smiling people tend to convert better?
Also, consider adding a photo that somehow shows your website visitors how they benefit from your product or service.
For instance, the dentist might show before-and-after photos of a satisfied patient. If you’re a gym owner, you might show pictures of your members before and after they participated in your 30-day fitness challenge.
These examples show how powerful and engaging pictures can be, especially if done right.
Neil Patel says that viewers are up to 85% more likely to buy something after watching a product video.
Videos bring your page to life, make them more dynamic and engaging, and help you build trust and authority.
According to a recent timeline tools study by Preceden any type of visuals helps gain a deeper understanding of a specific topic which in turn boosts productivity by 18%!
Here’s an example of video utilization done right:
People prefer watching videos to reading the text, so combining images and videos is your best bet when it comes to making a landing page that converts. Use images, interactive content, and videos on your landing pages to enhance your digital marketing power.
Practice what you preach, right? So here’s an explainer video for this blog post:
#6. A/B Test Various Elements of Your Landing Page
Worried you’re not going to get your landing page right on the first attempt? Guess what? That’s likely what’ll happen — and that’s okay.
You hardly ever hit a home run on the first try when it comes to marketing. Not only do the industry’s experts know they need to split test, but they also understand that it’s in their best interest to test everything, even if the landing page does perform well in its first iteration.
What exactly should you test? Here are some suggestions:
Your call-to-action button colors.
Your background color.
The length of the page copy.
The images/videos you use.
You get the idea.
Just remember that when it comes to split testing, you want to test only one element at a time. It can be a visual element, a design element, or even SEO settings.
If you don’t test for a single variable at a time, you have no way of knowing which specific variable caused the change in performance. If this means you end up having to make five versions of the same landing page (or even more), then go for it.
This is how you find what resonates with your visitors and get them to convert to paying customers. There isn’t a one-size-fits-all approach when it comes to how to make a landing page.
Brands will often run paid ads that send people to the landing page. You can accomplish this through Google Ad, specifically the Google PPC ads, Facebook ads, or through any of the other platforms’ paid promotions features (such as Pinterest).
Whichever platform you choose, remember to be specific in who you target.
Trying to reach everyone isn’t in your best interest.
Instead, you want to target the people most like to spend money on your products or services — your own niche down demographics.
Both Google and Facebook are amazing as you can target an audience that you feel will be receptive to your products or services.
Reaching the right audience can make all the difference in the success of your ads — and thus, how many qualified prospects you send to your landing page and ultimately convert.
Don’t forget that ad copy and creatives are an important part of the equation, too.
EngageBay is an all-in-one marketing, sales, and customer support solution with unified CRM for small businesses and growing startups.
With a single platform, you can build dynamic and responsive landing pages without writing a single line of code.
EngageBay offers predesigned landing pages, drag-and-drop landing page builder, HTML import options, rich text formatting, custom landing page designs, and mobile-responsive designs. You also get A/B testing, advanced reporting, and traffic analytics.
You can capture visitors’ contact information and save it in the centralized CRM database so that your marketing team can launch campaigns and your sales team can push leads further down the sales funnel.
Wait, there’s more: With EngageBay, you also get segmentation using smart lists, multichannel marketing, deal pipeline management, helpdesk, live chat, task management, drip campaigns, and so much more.
And all of this for your weekly coffee budget, at the most!
Sign up today and build your dream landing page that converts 🙂
Megan Grant is a writer, editor, and agency coach. Her work has been published by The Daily Dot, Bustle, Parade Magazine, and Elite Daily.
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