When it comes to turning website visitors into customers, landing pages are a digital marketer’s best friend. These focused pages are designed to guide users toward taking a specific action—be it signing up for a newsletter, purchasing a product, or downloading an ebook.
For small businesses, entrepreneurs, and digital marketers, learning how to create an effective landing page is a critical skill that can impact lead generation, conversions, and ultimately, your bottom line. This guide will walk you through everything you need to know to build landing pages that convert.
What is a Landing Page (and Why Does It Matter)?
Unlike a traditional homepage, a landing page is singular in purpose. It focuses on one specific goal, such as capturing email addresses or driving sales. According to Hubspot, businesses with 10–15 landing pages see a 55% increase in leads compared to those with fewer than 10. If you’re not using landing pages yet, you’re leaving money on the table.
Key benefits of landing pages include:
- Lead generation to grow your database.
- Driving targeted actions, like product purchases.
- Offering a focused experience for users, unlike a cluttered homepage.
But here’s the million-dollar question—what makes a landing page convert? Let’s break it down
Planning Your Landing Page
1. Set Clear Goals
What action do you want your audience to take? Every choice you make—from layout to content—should align with this goal.
Examples of landing page goals:
- Sell a product.
- Get email signups.
- Encourage a free trial.
Knowing your goal upfront makes it easier to measure success.
2. Understand Your Audience
Who are they? What problems do they need solving? Knowing your audience helps you design a website creation strategy that speaks directly to their needs. Use tools like Google Analytics and social insights to pin down key details like demographics and behavioural patterns.
3. Competitor Analysis
Examine your competitors’ landing pages. Tools like Ahrefs and Moz can reveal which keywords they’re ranking for, while evaluating their web design might highlight tactics you can borrow or improve on.
Pro tip? Look for gaps in their approach and make those your opportunities.
Core Elements of a High-Converting Landing Page
1. Headline and Subheadline
Your headline is the first thing visitors see—it needs to grab attention and communicate value.
For example:
- Headline: “Save Time with Australia’s #1 Tax App.”
- Subheadline (supporting message): “Get your taxes done in minutes—from anywhere, on any device.”
Tips for headlines:
- Keep it short (10-15 words).
- Use an active voice.
- Address the audience’s pain point.
2. Compelling Visuals
High-quality visuals are non-negotiable. Eye-catching images or videos can increase conversions by up to 80%, according to HubSpot. Consider showcasing:
- Product demos.
- Before-and-after outcomes.
- Real customers using your services.
Remember, great web design incorporates visuals that inspire trust and speak to your audience.
3. Include Benefits Instead of Features
Instead of saying “Our coffee subscription comes with X features,” focus on benefits like “You’ll never run out of fresh brews, delivered right to your door.”
Bullet points can make this content scannable:
- Choose ethically sourced beans.
- Cancel anytime, no hassle.
- Tailor your subscription to your taste.
This direct focus on benefits resonates with users in a way dry product specifications cannot.
4. Use Social Proof
People trust other people. Include:
- Customer testimonials.
- Case studies that demonstrate success.
- Ratings and reviews to reinforce trust.
Studies suggest that incorporating trust signals like testimonials can increase conversions on landing pages by 34% (Source: BrightLocal).
Designing a Winning Page Layout
1. Above-the-Fold Content
Keep the most critical information—headline, subheadline, visuals, and call-to-action (CTA)—above the fold, i.e., visible without scrolling.
Your first impression matters.
2. Negative Space
Avoid clutter. A clean design with white space directs attention to important elements like CTAs and images. Minimalistic web design always scores higher in usability tests.
3. Mobile Optimisation
With over 57% of global website traffic coming from mobile devices (Statista, 2023), ensuring your landing page is mobile-friendly is crucial. Fonts, buttons, and images should adapt seamlessly to smaller screens.
Tools like Unbounce or Instapage offer web design agency-quality templates that simplify mobile responsiveness.
Crafting Strong Calls-to-Action (CTAs)
Your CTA is the conversion trigger. It needs to be bold, clear, and to the point.
Examples:
- “Start My Free Trial”
- “Download Your Guide”
Position your CTA:
- At the top of the page (above the fold).
- Repeated at the bottom as a final nudge.
- Optionally, in the middle for people who need a reminder.
Use action words like “Get”, “Discover”, or “Claim” to spark urgency.
Additional Tactics to Drive Conversions
1. Simplify Forms
Long forms deter users. According to HubSpot, decreasing the number of form fields from 11 to just 4 results in a 120% increase in form submissions.
Stick to the essentials like:
- Name.
- Email address.
- Optional phone number.
2. Create FOMO with Scarcity Tactics
Use countdown timers or stock limits to create urgency. Example:
- “Hurry, offer ends in 2 hours!”
- “Only 4 spots left in the masterclass.”
3. A/B Testing
Don’t settle on your first landing page design! Experiment with different headlines, layouts, and CTAs. Tools like Google Optimize can show which version performs best.
After the Action—Post-Conversion Strategies
1. Thank You Page Optimisation
Once visitors convert, redirect them to a thank you page that keeps them engaged. Offer:
- Special discounts.
- Early access to new products.
2. Nurture New Leads
Email marketing is key to maintaining long-term relationships. Follow up with:
- Personalised emails.
- Exclusive subscriber deals.
Platforms like MailChimp or HubSpot make lead nurturing campaigns seamless.
Tools for Landing Page Success
You can take proper guidance from a web design agency to build a professional landing page. Platforms like:
- Unbounce
- Instapage
- HubSpot
- WordPress Templates
…offer pre-designed templates and user-friendly interfaces for complete novices.
For A/B testing and analytics, Google Analytics and Crazy Egg are excellent additions to your tech stack.
Start Building Landing Pages That Convert Today
Creating a landing page might seem daunting initially, but breaking it into steps—goal setting, understanding your audience, incorporating key elements, and ongoing testing—makes it much more manageable. Remember to focus on clarity, compelling visuals, and clear benefits.
Want to skip the hassle? Contact Go Click On for easy integrations with web design software to craft your perfect page.
Start small, simplify your strategy, and track your success. Your next high-converting landing page could be just a few clicks away.
