HIGH-CONVERTING LANDING PAGE: 5 ELEMENTS TO CONVERT PROSPECTS INTO BUYERS

Don’t get me wrong: I love stellar-looking landing pages. The way the colors contrast to draw attention; the striking custom photography and animation; the elegant application of negative space and rule-of-three layouts. Seriously, these things keep me up at night.

MAY 29, 2020

PACIFIC & LORD

We are a digital marketing agency.

High-Converting Landing Page: 5 Elements to Convert Prospects into Buyers

Marketers spend a lot of time driving traffic to their website and blog pages with the hope that the target audience will join the opt-in process. But, if these destinations don’t entice prospective customers into your sales funnel and educate and convert them into customers, you are wasting your time.

But here at Pacific and Lord, we know that there’s more to a landing page than looks. We want to help you create the kind of page that you can build a campaign with. That’s why designing a great landing page takes more than slapping on graphics, text and a call-to-action (CTA) button.

What we really want is a landing page that converts.

Let’s start with the basics:

What Is a Landing Page?

‍A landing page is very different from a website or even a squeeze page. A landing page is any webpage where you send visitors, in order to initiate a conversation and close a deal. The landing page has one job – one goal – to get someone to take specific action, whether it’s to:

  • Buy your product
  • Sign up for a free trial
  • Leave their information
  • Download a cheat sheet
  • Sign up for a consultation
  • Download an ebook
  • Join a program

But how is that different from a regular website or even a squeeze page? A website contains a lot of information about your business, including things like product information, services, about, jobs, press releases, a blog, events, and so on. You get the idea. It’s for this reason you don’t want to drive traffic to a home page; there’s just too much information on it and it would be too confusing for the visitor. And let’s face it, if it’s confusing, they’re going to leave and find your competitor. Websites could contain hundreds of pages where visitors can get lost. If you’re paying for advertising, you don’t want to leave any room for missed opportunities. A squeeze page also has one main function, generally just an email opt-in. And while that’s good, it’s not the best you can do.

Pacific & Lord

A landing page, on the other hand, prompts an action, and could point to a free trial, a download, a demo, or even a purchase. Direct action is taken, and the prospect is now a qualified lead. Each part of the landing page should be designed to take the next action. On a landing page you don’t necessarily want to have a lot of links to the remaining pages of your website. You can add a few for navigation at the very bottom of the page.

Put yourself in the shoes of your prospect, look at how you browse the web and how you look at ads and click through things. This is exactly what your prospect is going to be doing, so you need to set up your landing page in a way that guides them to take the exact action you want them to.

Why you need a landing page: According to Hubspot, 48% of marketers craft a new landing page for each campaign.

Every online business has a specific reason why they need a landing page, but you need a landing page to achieve a particular goal, whether that’s building your brand, growing your email list or making a profit.

What Makes a High-Converting Landing Page?

High-converting landing pages:

  • Have a strong, hero shot and supporting imagery

Your hero shot is the first thing visitors are going to focus on, so it has to be engaging and captivating. Show your product or service: demonstrate how it works and make it easy for people to visualize themselves enjoying the benefits.

  • Present 1 focused call to action (CTA)

Your call to action is the one thing you want visitors to do on your page and your primary conversion metric. Make the CTA obvious, from a design perspective and compelling.

  • Visibly state your value proposition using a compelling header and subhead

Ask yourself: “Why should visitors accept your call to action?” Make your headline and subheadline articulate your value proposition, clearly by stating the benefits of your offer and what makes you different from your competitors.

  • Outline the features and benefits

People are more likely to convert if they understand the benefits they’ll receive by following through with your CTA. Remember, benefits-oriented messaging is one of the best ways to drive conversions.

  • Include your brand’s social proof

People are more likely to convert on your landing page once they know that others have done it before them and enjoyed happy and successful results. What’s social proof? Testimonials, reviews, partner logos—can be a fast and effective way to build credibility with your prospects.

Stat: Conversion Rate Experts generated $1,000,000 million for Moz with a single landing page, an enticing call to action, and a few emails.

The reality is that building high-converting landing pages isn’t an exact science. Sure, there are best practices that can improve your page’s chances of success, and straightforward design, strong benefits statements, great social proof, and a compelling offer. Ultimately, though, the only way we can be confident that we’ve achieved our best page is by continuing to test.

CATEGORIES

  • SEO
  • PPC
  • CONTENT MARKETING
  • SOCIAL MEDIA

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