Robin Gandy, May 15, 2023
Are you looking to convert your site visitors into loyal customers or subscribers? If your answer is a resounding YES, then this blog post is for you.
Landing pages – you've heard about them, you've seen them, and you may have even designed a few. But do you know the key components that make a landing page truly successful? Let's dive into the intricate world of landing pages and uncover the recipe for creating one that converts like a charm. This post will include:
Before we jump into the nuts and bolts of landing pages, let's discuss when and why you should use one. You see, a landing page isn't just another page on your website. It's a powerful tool that can significantly boost your conversions and play a pivotal role in your customer journey.
In digital marketing, a landing page is often used in tandem with a specific campaign, such as a pay-per-click ad, email marketing, or social media promotion. Unlike your website's homepage – which serves multiple user intents – a landing page has a singular focus: to convert visitors into leads or customers.
Think of a landing page as a bridge that connects your marketing campaign to your audience. It's where your prospective customers "land" after they click on your ad or promotional link. Its job is to carry the momentum of the click, engage the visitor, and guide them towards a specific action, be it downloading an ebook, signing up for a webinar, or making a purchase.
By providing a streamlined path towards conversion, a landing page plays a crucial role in your customer journey. It helps you attract the right audience, capture their interest, stimulate their desire, and ultimately, compel them to take action. It's where your prospective customers transition from being just visitors to becoming leads or customers.
With this understanding, let's dive into the key components of a landing page and how to make the most of them.
First off, let's talk structure. A landing page is not just a random amalgamation of text and images. It's a carefully crafted narrative designed to lead your visitor on a journey – from curiosity to interest, from interest to desire, and from desire to action.
The hero section, placed at the very top, is where this journey begins. It typically includes a compelling headline, a subheadline, and a hero image or video. This is your chance to make a strong first impression, so make it count!
Above s an example of a landing page hero with engaging copy and a clear call to action.
Next comes the body of your landing page, which usually consists of feature or benefit sections, social proof, and a closing argument. This is where you address your visitor's pain points, offer your solution, and reinforce their decision with testimonials, case studies, or statistics.
Above you can see an example of a body of a landing page for Pagecloud website builder! Giving the user a clear understanding of what the platform does and what features it includes.
Finally, the journey concludes with a call to action (CTA), urging the visitor to take the next step – be it signing up for a newsletter, scheduling a consultation, or making a purchase.
This barber shop website gives a clear call to action to "Book today":
When it comes to the copy of your landing page, clarity beats cleverness. Your headline should be concise, compelling, and crystal clear. Avoid jargon and focus on the value you're offering.
The body copy should expand on this value proposition, explaining how your product or service can solve the visitor's problem. Remember, it's not about you; it's about them. Speak directly to your visitor, use simple language, and address their needs and wants.
Finally, your CTA should be action-oriented and create a sense of urgency. Instead of the generic "Submit" or "Sign up", try something more specific like "Get my free guide now" or "Book my free consultation today".
Your CTA is arguably the most critical component of your landing page. It's the climax of your narrative, the moment of truth. A good CTA is clear, compelling, and easy to find. Make sure it stands out visually, and don't be afraid to repeat it throughout the page for those who need a little extra nudge.
Last but not least, let's talk forms. If your goal is to collect information from your visitors, a form is your best friend. However, not all forms are created equal.
To increase form conversions, keep it simple. Ask only for the information you really need. The less work for the visitor, the better. For example, this landing page is for a website that is under contruction:
The user can quickly understand they only need to input their email address to get notified.
Also, align the form's design with the rest of the page and make sure it's mobile-friendly. Many visitors will be filling it out on their phone, and nothing kills conversions faster than a form that's difficult to complete on a mobile device.
One more thing to keep in mind is to reassure your visitors about their privacy. A short note about how you'll protect their data can go a long way in building trust.
Creating a high-converting landing page may seem like a daunting task, but it doesn't have to be. By focusing on its key components – structure, copy, navigation, CTA, and form – and following best practices, you can craft a landing page that not only looks good but also achieves its goal.
Remember, a landing page is a journey. Make sure it's a journey your visitors will enjoy and want to complete. Happy designing!