How to Create the Perfect Landing Page

Landing pages should be at the forefront of your lead generation strategy. Whereas a homepage is considered the face of your online business, landing pages have the specific purpose of converting visitors into leads by showcasing a value proposition.

Thanks to their focus on a particular offer (such as a free demo, guide or consultation), landing pages have an average conversion rate of 5-15% compared to just 1-3% for a website as a whole. And with proper optimisation and design, this conversion rate could be even higher.

But how can you achieve this? To get more leads from your landing page, you need to tell your site visitors exactly what they want and direct them towards your offer. Here are the top 10 ways to create the perfect landing page and skyrocket your conversion rate.

1. Include an Attention-Grabbing Headline

Once a visitor clicks on your landing page, you have around 5-8 seconds to convince them to stay. This means you need to convey value on your landing page almost immediately.

One of the most obvious ways to convey value is to state it in your headline. This should be the largest text on the page, so use these brief words to tell the reader exactly what you’re offering. Use attention-grabbing language such as ‘free’ and ‘best’ to convince the visitor that you have something worthwhile to say and offer on the page.

A key mistake to avoid is not matching your headline to your PPC ad. For example, if the user clicks on an advert about a free payroll software trial but ends up on your Making Tax Digital landing page, this could confuse them and make them instantly click away. Your messaging on your landing page should always be clear and direct, so make sure that the title in the SERPs matches the one on the page.

2. Write Compelling, Value-Driven Content

Underneath your headline, you can go into more detail about your offer in your content. Again, you only have a few seconds to convince your prospect to take up your offer, so you need to be clear and concise.

In addition, your content should be value-driven. This means that you should explain exactly why your offer is worthwhile and how it will benefit the reader. For example, you should briefly go over the consumer’s pain points before explaining what the solution would be and how your offer can be the solution they need. Emphasise the benefits that come with your offer and how they will improve the reader’s life.

3. Eliminate Clutter

While writing, you need to remember that the reader doesn’t want to spend ages getting to the point of your argument. They want to identify and evaluate your offer as quickly as possible.

Therefore, in addition to keeping your writing concise, you need to make the text easy to follow and eliminate distractions. Using short paragraphs and bullet-point lists is a simple way to make your content easy to digest and help your reader find key information instantly, as the extra white space will remove clutter on the page.

Instead of having a wall of text, you should use relevant images to convey your message to the reader. However, make sure your images aren’t adding too much clutter to the page – if in doubt, narrow it down to one main image that can grab the reader’s attention.

4. Remove Navigation Options

On your homepage, you want to direct your visitors to various other pages on your site, helping them to find offers or products that best suit their needs. However, on your landing page, your goal is to specifically advertise one offer and generate as many leads as possible. 

Any distractions on the page could potentially prevent visitors from moving along the sales funnel. Therefore, it’s a good idea to remove all navigation links from your landing page so that your prospect isn’t drawn away from your call-to-action (CTA).

5. Include the Lead Capture Form Above the Fold

Often, the purpose of a landing page is to collect customers’ details by encouraging them to fill out a lead capture form. This allows you to include them in future marketing efforts and build a stronger relationship over time.

To increase the chance of a prospect converting into a lead, you need to ensure that the lead capture form is instantly visible and easily accessible. Usually, this means placing it above the fold so that the user doesn’t have to scroll down to find it. To make your landing page even more successful, try including your CTA above the fold too, or if you want to place it at the end of your text, include multiple CTAs so there’s always at least one that’s visible.

6. Reduce the Size of Your Lead Capture Form

Many internet users are wary of sharing their personal information online, which can be a challenge if you’re trying to encourage them to fill out your lead capture form. Communicating the value of your offer is one way to get over this hurdle, but you could be harming your lead generation efforts if you ask for too much information once the prospect tries to fill out the form.

To prevent people from giving up once they see how much information they have to divulge, consider what you actually need to know when designing your lead capture form. Further information could be gained later on once the prospect trusts your business more, so in the meantime, focus on only getting the essential details. 

7. Include a Clear Call-to-Action (CTA)

As mentioned earlier, including a clear CTA (or multiple CTAs) above the fold or at the end of your content is a great way to bring the reader’s attention back to your offer. The purpose of a landing page is to generate more leads, so make sure you direct your readers exactly where you want them to go once you’ve piqued their interest.

Another way to draw attention to your CTAs is to use a bold colour that contrasts with the rest of the page. This could relate to the colour of the font or the colour of a large, clickable box containing the CTA. 

Finally, use concise language and action verbs to push your visitors to convert. CTAs such as ‘download your free guide’, ‘create your free account’ and ‘get it now’ are excellent examples of punchy, persuasive CTAs that tell visitors exactly what you want them to do.

8. Optimise Your Page

Don’t forget about the technical side of your web page. You could have the most compelling landing page imaginable, but if it doesn’t load quickly or even load at all, no one will stick around long enough to convert.

Site speed is an incredibly important factor. If your page doesn’t load within a few seconds, visitors will instantly click away. Make sure you test the speed of your landing page and identify potential problems. Overly large images and general page clutter should be eliminated if site speed is a concern, and since your landing page should ideally be clutter-free to avoid distractions, you can kill two birds with one stone with this approach.

In addition to site speed, you need to focus on mobile optimisation. Nowadays, more and more people are using their mobile phones to browse the internet, so if your website isn’t optimised for these devices, you could be missing out on a lot of potential conversions.

9. Include Testimonials

Winning your prospects’ trust is essential for securing conversions on your landing page. Visitors to your site want to know if what you’re offering is too good to be true, which means you need to reassure them by providing testimonials from happy customers. Testimonials can be brilliant trust signals for your landing page, so don’t forget to use them in your content.

Other useful trust signals include security seals and certificates on lead capture forms. These certificates will reassure visitors that their personal information will be handled securely by your business. 

10. Create a Thank You Page

Thank you pages are often overlooked, but they can actually build a lot of trust and loyalty between you and your customers. A thank you page is an additional page that leads are sent to once they complete the desired action on your landing page. This thank you message will make your customers feel appreciated, potentially making them more likely to continue their relationship with your business.

Furthermore, your thank you page gives you an opportunity to direct customers to other offers on your website, which could increase your conversion rate even further. You may also choose to include social media sharing links on this page, encouraging visitors to share your amazing offer with their friends and family.

Final Thoughts: Boosting Your Conversion Rate

Landing pages are a key part of your lead generation strategy. If you want to secure as many conversions as possible, then optimising your landing pages is absolutely essential.

Follow the 10 top tips in this article to help your landing pages reach their full potential. And finally, don’t forget to test your landing pages to monitor their performance, as this will give you ideas on how to improve your pages even further.

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