When it comes to running your business’ website, your main aim is likely to get a user to convert into a customer. This can be done through creating a landing page – a section of your site that a new visitor can ‘land’ on and understand what you have to offer.
However, a landing page isn’t the same as any other page on your site. You’ll want to put some time into the design and content you’re using when creating one for your new products or services. After all, it’s a key part of your sales funnel and the first page a new visitor lands on, so you’ll want to make a great first impression!
That being said, creating a high-converting landing page isn’t a simple task. You’ll need to put thought into how visually appealing the page looks on a screen, along with the ways you can use a variety of media formats to entice a reader to complete your end goal.
In this guide, we’re explaining exactly what a landing page should be used for, as well as five crucial elements to include that will help improve the conversion rate of your page.
What shall I include on my landing page?
Once you’ve decided on the type of landing page that you’re looking to create, it’s time to start thinking about how to design your page for the best chances of a conversion.
The following things should always be included on a landing page. Not only will they help to make a user trust your brand and be more likely to purchase from you, but some techniques can push visitors over the edge and purchase your product – even if they didn’t originally intend to.
1. Bold headlines
The first element that is essential for any landing page is a bold, striking headline. This should clearly explain what the page is about, without giving away too much information to encourage further scrolling.
Your headline should grab your audience’s attention and be worded in a way that appeals to them. So, take a look at your website’s analytics and customer profiles to create copy that appeals to your ideal customer.
For example, here’s a landing page that Uber use on their site with a great use of headings:
The headline used on this landing page is in a bold, large font and it draws your attention to exactly what they want you to do: Become an Uber driver. Not only does this make the goal of the page clear, but it allows anyone landing on it to clearly understand what they’re going to learn by scrolling further down the page.
2. Multimedia content
When it comes to getting your audience to convert on a landing page, you may have heard that content is king. However, whilst this is generally true, you shouldn’t solely use text as a way to get a visitor to complete your goal.
Using multimedia on your landing page is an excellent way to entice a visitor to convert. A form of visual marketing, articles with images have been found to get 94% more total views than those without, so it’s a great technique to drive traffic to the page to begin with.
Here’s an example of how UserTesting has used images on their landing page:
We can see that although the landing page consists primarily of text, the design of the website means that your eyes are drawn to the image. This is an excellent technique as it shows the audience what they’ll get by signing up to their eBook; furthering the trust and increasing the likelihood of somebody completing their goal.
It’s not just images that you should be including, along with text, on your landing pages. Videos can also be more personable and aid with boosting your conversion rate, so attempt to include relevant multimedia and trial which type of content works well with your particular audience for the best results.
When people purchase things online or give away their personal information, they want to know that the brand receiving their details is trustworthy. What better way to do that than show them real life examples of people who were once in their position?
A massive 39% of consumers admitted to reading reviews to determine whether a local business is a good business. Here’s how Apttus have used testimonials on their landing page to cater to these people:
We can see that on this landing page, testimonials are included just below the general information that explains the topic. Along with a bit of text that sings their praises and convinces people to download their case study, the testimonials have names and images to make them more believable.
Adding faces and names of real-life people who’ve seen success from your landing page’s goal will help a new visitor to build the trust they have in your brand. Plus, showing them proof that unbiased people love your product will almost definitely result in the conversion rate of your landing pages improving.
4. SEO optimisation
Many business owners forget that social media isn’t the only way to promote a landing page. Adding Search Engine Optimisation (SEO) techniques to the page can also bring organic traffic to your website – without you having to constantly work at it!
The simplest way to ensure that your landing page is SEO optimised is to include headings. Here’s an example of how Domo have used this strategy on one of their landing pages:
As we can see, the headline used on this landing page includes the words ‘optimise your business’. Considering that the main goal of the page is to get their audience to watch their business optimisation demo, it’s a great way to help the page rank for somebody searching for the term.
The landing page also includes text formatted as <h2> tags. Also having some SEO weight and telling a search engine what the page is about, it features keywords that their ideal customer may be searching for to lead them to the demo.
For example, workers searching for ‘pre-packaged business optimisation’ may be shown this page through the <h2> text.
5. Call to Actions
Arguably the most important features of a landing pages are call to actions (CTAs), but designing them in a way that converts can be a tricky task to master.
Simply put, CTAs are the most direct way of encouraging your customers to complete your main goal. It can be as simple as saying “Buy Now” or “Download This” but by not designing them in a specific way, they could be a complete waste of time and be the sole factor of a poor conversion rate.
Here’s a great example of how Membership Site Masters have used CTAs on their landing page:
The first CTA is above the fold of the page and one of the first thing that a user spots when they land on the page. Using bold fonts, capital letters and a coloured block, it prompts a user to enter their details and click the button.
Slightly further down the landing page, a second CTA is used to convert users who are scrolling down to learn more about what they’ll get in return for their email address. In this case, the text has changed to show them exactly what they’re getting and encourages them to take action.
There’s one similarity between these CTAs: They both contain the word ‘now’ to create a sense of urgency. So, when you’re adding ways for your users to complete the goal of your landing page, encourage them do take action now – not later, when they could possibly forget about it.
Ensuring that your landing page includes a variety of interesting and high-converting elements is key to it being a success. Remember that you should always monitor the effects of adding a new element in order to boost the performance, so it may be beneficial to split-test certain features and see which performs best with your goal and target audience.