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How to Design a Landing Page That Actually Converts

Landing pages are the first step in the sales funnel, regardless of whether you’re trying to sell a product or service. The goal of a landing page is to generate leads and convert them into customers. 

Many companies have failed at creating landing pages that don’t convert properly. Here’s how to design a landing page that converts.

Set a goal for your landing page.

Goals help you organise your thoughts and clarify what you want to accomplish. Organising your thoughts will help you write better content, identify the purpose of your landing page, and design a more effective layout for the reader.

You should set a goal for your landing page that you can track. It should be a metric that you think is important to the success of your business. An example could be sales leads, newsletter sign ups, or ebooks downloads.

Once you’ve decided how you want to measure success, it will make communicating what it looks like on your landing page much clearer. This will help you determine what kind of copy and images you need to include. 

For example, if you are trying to get a response from the visitor (be it an email or phone call), then be sure to include easy-to-fill-out contact forms.

Craft a clear call-to-action.

If you want to convert more visitors into customers you need a call-to-action. A call-to-action is a phrase, button, or section of your landing page that compels visitors to take a specific action (such as making a purchase or signing up for a course). You’ll need to use clear and direct language, so that your call-to-action can convert more visitors into clients.

The best call-to-actions are the ones that persuade, stimulate and excite. Don’t simply ask your clients to leave a comment written in dull standard fonts, but instead, encourage them to get involved by using colour and bold statements.

For example, when you are shopping on Amazon, you see a “Buy Now” button instead of “Add to Cart” or “Send Inquiry”. This creates urgency and excitement, because it makes users want to buy the item now before it’s gone.

Summarise the features and benefits using bullet points.

Visitors only have seconds to decide whether to stay on your landing page, so you should be direct when you inform them about your product or service’s features and benefits. Bullet points are very useful in helping your readers absorb key points quickly, therefore making your landing page effective.

Because of their simplicity and clarity, bullet points are great for providing a brief overview or summary of what you want to say or write. Highlight important points with bulleted lists. Describe features and benefits in single lines, and make sure that they are unique so that users understand your message clearly.

Include testimonials.

When it comes to a lead generation landing page, we can sometimes get caught up in making sure the design looks pretty, that it includes all the right elements, and that it’s technically flawless. 

However, one of the most common ways of increasing conversions is often overlooked. We’re talking about the power of proof. Social Proof Theory says that a person will find it difficult to take action unless he sees other people doing so or knows that others are likely to do so. It is this causal chain of knowing about beliefs and behaviors that produces social proof.

It is important on landing pages because it builds trust and authority with your visitors. Seeing other people saying good things about your company builds credibility.

If a landing page has testimonials, this gives the visitor reassurance that someone else has used and benefited from your product.

Keep things simple.

Your landing page has one job and one job only. That’s to convert visitors into customers, whether that be by signing up for a free trial, buying a product or service, etc. The simpler you can make your landing page, the better.

Have you ever landed on a webpage, only to find that there are so many different things going on all at once? Maybe it was busy-looking or perhaps the colours were too vivid. Often, the goal in such scenarios is to get you to do something—sign up for an email newsletter or make a purchase. 

If there’s too much going on, however, then chances are that you won’t take any action at all because it will be too difficult to take everything in and figure out what to do.

Conclusion

A landing page is a special type of web page designed to capture the attention of the visitors and convert as many of them as possible into a customer. The landing pages are very different from the traditional web pages, because they have only one purpose: to get you to take action.

If you would like more information about designing a landing page that converts – give us a call on 02 82110668, email us on info@cornerstone-digital.com.au or complete our online enquiry form.

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Darlyn Herradura

A self-professed book and digital marketing nerd, Darlyn Herradura focuses on building trust between customers and businesses with the written word. She understands that creating valuable content is the best way to get found online and happily spends her time doing that.