Creating a landing page that converts visitors into customers is crucial for any business, especially nowadays.
Design is a key factor: it makes the difference between a regular or casual visitor and a loyal customer. Of course, you must be wondering how to ensure this will happen and how you should design your landing page.
Keep reading and you’ll find out.
First of all, it is necessary to be clear about what a landing page is.
It is usually described as a website designed to capture leads and, therefore, also generate sales.
However, unlike a regular website or homepage, it has a well-defined objective: leading the visitor to do something specific like subscribe, download or, in the best scenario, making a purchase.
These websites are also focused on a specific audience that ends up there after clicking on an advertisement or a link in a marketing email.
If you want to learn more about this concept, you can visit the landing page section in our website and discover all you need to know about it and how you can use it effectively to gain more conversions.
There are a lot of strategies to ensure a landing page efficiently converts visitors into customers, but the most successful landing pages have some specific features. Next, we’ll analyze all these elements one by one.
The first element visitors see is also the first element to work on. It is essential that, not only captures their attention and lead them to provide their information, but also exposes the benefits of your product or service and, for the same reason, it must be very clear and concise but, overall, it must point out a solution for the issue or problem the target audience may have.
In other words, it must hook the visitor immediately and, to achieve so, it is important to accomplish some requirements.
For the start, it is important to focus more on the benefits you can offer to your audience with your product or service than on its features. Using numeric data like statistics, percentages or huge numbers also causes a notable impact on your audience and, as a more aggressive strategy to make visitors take an action, you can create a sense of urgency using expressions like “Limited offer” or “Just for Today”
Although for some people it may seem to be irrelevant, the subheadline is also a very important element in the landing page dynamic since it gives you the chance to expand and develop the ideas exposed in the headline. It is a complement and also reinforces the message by providing a context.
An effective subheadline must be concise and, like the headline, must focus on the benefits…but without providing too much information. Remember that it also must be short.
But overall, it must be aligned with the call to action. If you need advice and professional help to optimize the text of your headline and subheadline, you can visit the copywriting section in our website and find out how we can we help you to make an impact in your audience and hook users’ attention by using the right words.
Definitely the most important element on the landing page, the call to action is basically the last step where the visitor/customer does what you want him to do. Due to its huge relevance, the call to action must be visible and absolutely clear about what the visitor/customer is actually doing by pressing it.
Using bright colors and large buttons will help to make it more visible, the text must be also action-oriented and give a sense of urgency like “Download now” or “Buy it now” or “Try it for Free” you should also avoid confusing words and keep the text as simple as possible.
Multimedia elements such as images, pictures and videos are also effective resources to hook the visitor’s attention and enforce your message. Using high-quality visual elements not only gives an appealing look, but also a professional appearance which inspires trust and security.
You can also use the visual elements to lead the visitor’s attention to the CTA but seek to use a reasonable number of images and don’t overwhelm the visitor. Remember: sometimes less means more.
If you’re searching for appealing visual elements for your landing page you can visit the creative design content section in our website and discover all the resources we have to improve and optimize the appealing of your landing page.
Additionally, if you’re looking for very good videos or reels to hook users’ attention and impact your users, you can take a look at the videos and reels section in our website and make a difference through these multimedia resources.
It is more likely to buy a product or acquire a service if we heard or read testimonials from customers or consumers who have had positive experiences. That’s why including testimonials and reviews can be very useful since it inspires trust and credibility. You can even include videos of satisfied customers giving their testimonials.
Another strategy to inspire trust is including logos of the companies and brands you’ve worked with as well as ratings and reviews from well-known sites.
The main characteristic of a landing page should be its simplicity: having a clear design and direct visitor’s attention to the main features and elements like the headline or the CTA. A cluttered design and including too many elements rather than hook visitors’ attention will annoy them and push them away…and that, of course, means less conversions.
Make sure your landing page has a clean and pleasant aspect and the transition from one section to another flows smoothly. You should also avoid distractions, have as few links as possible to prevent visitors from being redirected out of your page and, of course, ensure your CTA is visible.
If you feel you need professional help for the design of your landing page or your website, take a look at the online design section on our website and discover all the resources and services we have to optimize and even transform the image of your website and boost your brand.
If you include forms , which is something very usual in landing pages, make sure they are as simple and friendly as possible. Keep in mind that each extra or unnecessary field reduces the chances of getting a conversion so ask only for the important information.
Use large fields and buttons and, if your form is too large, include a step by step guide or divide the form into smaller sections. Another thing you must ensure is that the form of your landing page works properly in any device.
Users nowadays are more prone to access a website through their mobile devices than through their desktops computers, for that reason, a landing page that hasn’t been optimized for mobile devices won’t have a good conversion rate. If you don’t want that to be your case, make sure your landing page works for tablets and smartphones.
The most advisable thing to do is to use responsive design to ensure your landing page fits in any screen size; you should also make sure that buttons, and especially the CTA, are large enough to tap easily in mobile screens and, of course, test your page to make sure it loads quickly and works smoothly in any device.
Your landing page must be aligned with your brand identity and that involves the design: use the same colors and fonts your audience can identify as part of your brand. This way you would be building trust and, therefore, gaining the loyalty of your customers.
Using your brand’s logo is also essential as well as making sure that every icon in the page is aligned with the general aesthetic of the page. It is also important to be consistent with your message and your speech.
If you’re still building a branding identity, you should visit the corporate image and rebranding section in our website and discover how our highly-skilled team can boost your brand with the best logo designs and corporate image boosting
It doesn’t matter how well-designed your landing page or how high is your conversion rate, you can continuously optimize it, studying your competence and identify the aspects that you can improve to have an even higher conversion rate.
If you want to test the elements of your landing page, the best that you can do is testing one by one at a time to see what changes get you the best results. You can start for the most important elements, the headline and the CTA and you can also use sophisticated testing tools: Google Optimize, Optimizely and Unbounce are just some of the best options.
But overall, make changes according to the data and the feedback you obtain from your users.
Technical aspects are really important to ensure you’ll have a successful landing page…but the most important thing is to really listen and understand your audience. By providing effective solutions for their problems and, most of all, a pleasant experience while navigating through your landing page, you will not only build trust and a long-term relationship with your customers, but also increase your conversion rate.
The key is to keep in mind that your landing page should have a specific objective and, for that reason, all the elements must be aligned with this objective.
Following the ten steps described in this guide, your landing page not only will hook visitors attention, but also will convert them into customers, increasing your conversion rate and boosting your brand.
But, if you still feel you need help generating more leads, you can visit the lead generation services section in our website and check all the services we have to offer to generate even more leads and increase your conversion rate. Don’t miss the chance to take your brand to the next level and hire our services today!
