In this article, you will learn how to create an engaging and optimized landing page that will help you get customers for your product or service.
Are you looking to create an effective landing page for your website? Landing pages are key to ensuring visitors will follow a set path, resulting in an action like subscribing to your email list or purchasing a product.
When done right, they can seriously boost conversions and help drive more interest in what you’re offering. But creating a compelling landing page isn’t easy, so in this post, we'll outline exactly how you can build your own powerful landing pages. You’ll learn:
A landing page is anywhere you send a lead or prospect with the intention of completing a specific action. That action could be anything from signing up for a webinar to downloading content.
Compared to a website, your landing page is designed for that intensely specific action.
Your website is designed more for users to explore and learn about your product, company, or team rather than complete one specific task.
So why use one?
Landing pages allow you to:
Overall, there are 4 major components to successful landing pages. They are:
Let’s look at each of these more closely.
The largest piece of copy viewers will see is your headline. In the 3 to 5 seconds you have to make an impression, your headline should aim to provoke interest.
“On average, five times as many people read the headlines as read the body copy.” - David Ogilvy
We recommend spending a lot of time on your headline and avoiding the intricate details of how your product works. Make your headlines benefit-focused.
Here’s a great example from Miracle Made.
Next, in terms of visual flow, is your subheader.
Your subheader lets you go into a little more detail without focusing too much. We recommend highlighting the features of your product that apply to your target audience.
This is Miracle Made’s subheading.
You can see they still emphasize benefits while still providing more detail about the product.
A call to action (CTA) is a button or link that tells a user what to do next on your landing page.
Your goal is to get a specific conversion action, so your CTA should be concrete and clear.
A common example of a CTA is the “Shop Now” button, but it could also instruct users to download something, sign up, or get started.
Social proof is the idea that viewers are more likely to buy something if they know others are too.
Depending on what stage your business is at, you may be able to leverage social proof to increase conversion rates.
There are almost limitless ways to showcase your social proof, but most often, people use company logos, statistics on time or money saved, and testimonials to show that other people are enjoying their product or service.
A lead magnet page is a landing page that uses lead magnets to collect leads. On this page, you offer viewers something in exchange for valuable information, like an email.
Lead magnets may be webinars, whitepapers, case studies, ebooks, and templates.
For this page, we recommend you include:
Here’s an example from Salesforce.
A get started page is a landing page that aims to get viewers to begin usage quickly. This kind of page is typically used in product-led companies closer to the bottom of the sales funnel.
Your goal here is to highlight the ease of starting. Examples of things you could highlight on this page are free trials and “No Credit Card Needed” claims.
We recommend this page include:
Here’s an example of a get started page from monday.com, a customer relationship manager.
A product page describes and sells a specific item. It might include information about the product, including its features, reviews, stars, available sizes, and pricing.
These pages are often used in DTC and eCommerce organic search content or visual ad campaigns.
Unlike other landing pages, this page style should be easy to explore. Because this page is linked to one very specific product, it shouldn’t be difficult for users to explore other products and offerings if they’d like to.
We recommend this page include:
Here’s an example from Everlane.
Here’s a brief list of the metrics you should be measuring on your landing pages.
Your conversion rate is the most important metric to measure.
While the rest are important, they’re less important if your conversion rate is high.
If your conversion rate is low, then time-on-page, bounce rate, scroll depth, and feedback can all guide you to the issues that may be affecting your conversion.
And finally, launch! It’s easy to get caught up in making the perfect landing page. But the quickest way to make it is to launch the page and adjust as you learn. So get started!
If you’d like to learn more about strategies and practices you can implement in your start-up, visit us online. Or, subscribe to our YouTube channel, where we upload helpful videos regularly!
