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A Comprehensive Guide on How to Create a Landing Page That Converts

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johnmathew
A Comprehensive Guide on How to Create a Landing Page That Converts

Want to get more leads and increase sales? You need to create a landing page that is compelling and attractive. According to recent studies, companies with more than 30 landing pages, generate seven times more leads than the ones with less than 10.

So, what is a landing page?

It is a standalone webpage created to support a particular marketing campaign or to target a specific search term. They are the pages where users ‘land’ when they click any link in your email marketing newsletters, search results or an ad.

Generally, they encourage users to complete a particular call to action like subscribing to a newsletter, making a purchase, or getting in touch.

So how to create a landing page that encourages users to perform the desired action, without having to rely on any manipulative techniques? The solution lies in a combination of clear focus, compelling copy, considered design and relentless testing.

While you may be tempted to leap straight into designing your landing page, you need to first have a clear focus on your requirement. That starts with defining your value proposition.

Define Your Value Proposition

When a user comes to your landing page, you have less than 8 seconds to get their attention. This means that the first step to create a landing page is to comprehend and analyse what the page is going to offer and how you can express that concisely and compellingly. That is your value proposition.

Begin with a single sentence that communicates with the user what you are offering. This sentence should technically have two parts – the benefit you provide or the problem you solve, and how you will achieve that.

Once you have done that, you can now shift your focus towards your calls to action.

Identify your calls to action

It is obvious when you create a landing page, you need to have calls to action. This means that you need to have clear clarity on what exactly you want your users to do.

In order to improve your chances of users acting, and keeping your landing page focussed, make sure that you do not add too many calls to action (CTAs). For example, asking people to follow you on social media is only going to distract them from finishing your primary call to action.

Having said that, it is always wise to have a secondary call to action as well when you create a landing page. If you have done your job well, your landing page will have convinced users to take the necessary action. If not, it will be worth offering them a secondary call to action, one that requires less of a commitment.

For instance, if your primary CTA is to make a purchase or to get in touch, your secondary CTA could ask users to signup for a newsletter.

To avoid making the secondary CTA distracting, make sure that it is not too prominent. This means that when you create a landing page you may have to show it lower on the page or as an exit-intent overlay. But be careful with that approach, some users react negatively to popups. Therefore, they should be used sparingly.

Shape Your Personality

The aesthetics and branding of a website shape our impressions of the actual offering, although there is no causal relationship between the two. Before you create a landing page you need a better picture of what first impressions you want to convey and then be confident that your design does just that.

A good way to start will be to create a shortlist of words that communicate the impressions you want your users to have when landing on your page. While some words will be universal, try to include words that reflect on your offering and audience.

Create a visual hierarchy

When you establish a strong visual hierarchy for your landing page, you make sure that your users see the correct information at the right time and will not be distracted by secondary or irrelevant information.

The first step when you create a landing page is to make sure that you are presenting the correct information to the users at the right point on the page. In order to do so, you need to understand the thought process that goes through people’s minds when they view your landing page. Usually, these are a series of questions a user has in mind when viewing a web page:

  •       What is the page offering?
  •       How does the offering work?
  •       How will it help me?
  •       Why should I trust this page?
  •       What should I do next?

When you create a landing page, make sure you do not clutter it with over information. To achieve that, follow a systematic approach where you review each element on your landing page – from your logo to the privacy policy link. Make sure that every element on your page justifies its inclusion.

Wrapping Up

No team can create the ideal landing page right on their first attempt. There will always be room for improvement. This is why testing post-launch is an essential part of designing an effective landing page.

Once you create a landing page and launch it, you need to monitor it carefully for performance. With constant testing and monitoring, you can bring about significant changes to improve the page. In order to ensure the long-term success of any landing page, it is necessary to approach the cycle of regularly monitoring, iterating and testing.

You can also rely on the services of a competent web development company to design powerful compelling landing pages for your website. An experienced website development agency can help you launch web pages that are not just appealing, but also results-driven. 

Constant update and revamp of your online presence is necessary to improve conversions and rank higher in searches. Wondering whether your website needs a revamp? Check out this blog to find out whether your web pages require an update.

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