Content MarketingSocial Media

How To Build A Landing Page That Converts

landing page

A Landing page is an essential part of your business strategy and if designed well, it can get you more sales, email signups and ultimately build you your own list.

A few years ago, building landing pages or websites usually take weeks or months. But with the advancement of science and technology and some applications and online platforms, that’s not the case anymore. Nowadays you create and optimize landing pages to grow your business in less than 5 minutes and without any coding.

In this blog post, I am going to show you how to create a landing page that converts.

What Is A Landing Page?

A landing page is any page your visitor arrives at after clicking on an ad, email or marketing campaign link. In a broader sense,  a landing page is a web page designed to promote and sell your products and services. It’s the most effective way to increase conversions. They exist for the sole purpose of leading the visitor to take a particular action on your website.

They can be;

  • Signing up for your email list
  • Making purchase
  • Downloading a document, or
  • providing you with their information for follow-up.
  • Signing up for a webinar

The goal of a landing page is to increase conversion rates in order to reach your marketing or business growth goals. A landing page can be your homepage or another page within your website, or it can be a standalone page created for a specific campaign, sale, or product.

Before You Create Your Landing Page

Before you start to create your landing page, you need to know what you want to accomplish with it. You need to determine if it’s for promoting a new product, growing your email list, signing up for a webinar etc.

After that, you need to define your buyer personas which are semi-fictional representations of your ideal customers. They can be based on market research and current customer data.  If done well,  they can give you clear insight into your customers’ behaviours and how they think, which will allow you to develop the most valuable content you can for them.

After you have determined your buyer personae, you need to think about your message.  How can your offer benefit your audience or solve their problem?

Then you can start your keyword research. What do people type in when they’re searching for solutions to the problem that your sale, product, or newsletter can solve?

Once you have your goal, message, and keywords, you can start putting your landing page together. Start thinking about the elements you want to include: a CTA, a sales pitch video, or maybe a form.

How Do Landing Pages Work?

When a prospect sees a call to action and ends up on a landing page with a form. The prospects then fill out the form with their details which converts them from a visitor into a lead. The information gotten from the form is then stored in your leads database. You then send content based on the information the prospect supplied.

With automation tools like HubSpot or Marketo, you can see what conversion was made by your prospect when they converted, and what other interactions they’ve had on your site. This information will allow you to nurture this lead in a more targeted way by helping you decide which marketing actions are most appropriate to take.

Building a Great Landing Page

1. A Catchy Headline

A headline is what compels a visitor to stay and learn more about what you are offering. That’s why it needs to be short, grab readers attention and tell them what the product or service is about.  Your headline should be about 20 words.  Note that if your headline complements an image that explains the product or service, then you don’t need to go into quite as much detail in the copy.

2. A compelling Subheads

After the headline, you need to work on your subheadings. If your headline is catchy and compelling, your subheadings should be able to persuade your prospect to stay. The headline and the subheading are the backbones of your landing page.

Keep in mind that your subheadings need to be;

  • Directly underneath the main headline.
  • Should contain some element of persuasiveness.
  •  Can go into more depth and detail than the main headline.

3. Compelling Visuals

The brain processes image 60,000 times faster than text. This means that visitors will be affected by the images on your landing page immediately.

Make sure your images are catchy, large and compelling and quality enough. It also should be relevant to the product or service you are offering.

And as you determine what to include, keep the focus on high-quality, relevant visuals. This is not the place to feature stock photographs or last-minute Photoshop jobs.

4. Call To Action

The call to action is the most important part of the landing page. You should tell people the action they need to perform. It is the element that the rest of the content on the page is designed to drive visitors’ attention to. It’s what ultimately converts visitors into customers.

Your Call to Action must be 

  • Big enough for people to see.
  • Make your copy compelling. Use something explosive, exciting, and persuasive.
  • Use a button. People have been trained to expect the CTA to be a button.
  • Use a contrasting colour. Contrasting colours help to attract the eye and compel the click.

5. Attractive Copy

The copy of your landing page must be prominent, sweet, and straight to the point for the understanding of your customers. Note that you have only a few seconds to convince a visitor, therefore your content needs to be simple yet compelling at the same time.

Effective landing page copy needs to be self-navigational and explanatory because it guides your visitors to the call to action button. You also need to make sure that there are no spelling and grammatical errors.

How To Promote Your Landing Page

How do you get people to view your landing page?

1. Through a call to action 

CTAs are a great way to promote your landing page content. Remember, that your CTA needs to resonate with your content The more persuasive your landing page is,  the more likely people will be to convert. Put the CTAs on site pages with a lot of visits that are relevant to the offer and in blog posts that support the offer.

2. Email:

Email is another way you can get people to view your landing page.  You can send a promo email to a targeted audience. The more targeted the list is in relation to your landing page, the higher the odds are that people will convert.

3. Social Media

Social media is a great tool for spreading the word about your content. You can select a few platforms that your audience are most active on and start creating content that resonates with what you are offering on your landing page

Analyzing the Results

Once your campaign is up and running and traffic is being driven to the page. It is important to check in on the results of your landing pages frequently. Pay attention to trends and significant events that occur over a period of time rather than day-to-day traffic and conversion, which can range greatly and doesn’t give you a lot of usable and actionable data.

Conclusion

When making changes to your landing page (e.g., copy, images, form fields), be sure to change one thing at a time and test for a while. That way you can identify what specifically is affecting performance and single that out.

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