Have you wanted to take your marketing efforts to the next level and create a high-converting landing page but need help figuring out where to begin?
Creating an effective landing page can be tricky, but it doesn’t have to be. At Convrrt, we know the secret sauce behind successful landing page features that generate conversions and leads. That’s why we’ve compiled this guide on creating a high-converting landing page in seven steps.
You’ll understand the power of a strong hook, how to strengthen your message to resonate with your audience, knock down objections, and leverage social media interactions to maximize conversions.
It’s time to get excited—let’s get started!
1. Crafting a Compelling Hook
“You only have one chance to make a first impression.” This adage is especially true when it comes to your landing page. Its purpose is to capture visitors’ attention, so it has to start strong and be impossible to ignore!
Copyblogger defines a hook as:
A hook is a tool copywriters use to capture the attention of an ideal prospect, to interest them in reading every word on the page, ultimately leading them to take the desired action you’ve chosen.
The best way to do this successfully is by crafting an attention-grabbing headline. Your headline should communicate the top benefit of your offering in a clear and concise way. Ensure you use an everyday vocabulary and keep the headlines simple and to the point.
When possible, tailor your message to the emotional state of the reader. This requires that you listen and closely consider what brought your customers to your page in the first place. Doing this will help you create a compelling hook and drive higher conversion rates.
Next Steps →
- What keeps your customer’s up at night? How do you solve that?
- What’s the story behind your product? Why did you create it?
- What makes it better than dozens of others on the market?
- Consider the timeline — can you deliver a promise or value by a certain period?
2. Address Objections & Customer Pain Points
Objections kill conversions – no matter how perfect you think your landing page is, there are always legitimate customer objections that may prevent them from taking action.
That’s why it’s so important to address common objections and customer pain points that may come up when prospects land on your page.
Often, their resistance isn’t about your solution but your clear understanding (reflection) of the problem.
The best way to do this is by using customer reviews, testimonials, or case studies. These are great for convincing customers that others have used the product or service – adding social proof throughout your landing page is a must.
Below your primary call to action (CTA), answer real-world questions they may have in the form of FAQs. Remember that your goal should be to take away any risk the customer may feel before they decide to convert.
Next Steps →
- What obstacles stop people from taking action?
- What’s the most profound concern that causes them to pause and research before proceeding?
- How can you make them feel comfortable enough to pull out their wallet (or, at minimum, give their contact info)?
- Get real about landing page FAQs — they shouldn’t be softball questions. Listen to sales calls for inspiration.
3. Make It Easy to Know the Next Step
When creating a high-converting landing page, the last thing you want is for your potential customer to be unsure about the next step.
Make it easy for them by clearly outlining what action they should take next on the page. Whether that’s a call to action, a sign-up form, or even just an email subscription button – make sure you’re giving them instructions in an easy-to-understand format.
Here are effective ways to tighten the next steps on your landing page:
- Place important buttons like “sign up” or “subscribe” in prominent places on the page.
Make sure there’s enough white space around them, so users know exactly where to click.
- Simplify complex tasks into smaller steps.
If necessary, ensure each step is clearly labeled and explained.
- To illustrate processes, offer simple visuals.
Even if they are super simple, they help build confidence in your expertise. Icons, emojis, and simple flow charts can help.
- Be explicit about guiding the user through their journey on the landing page.
Explain what’s on the other side of a button or the next page. What will they receive? What tangible step is the user completing or affirming?
By taking these few steps and following best practices for clear guidance on landing pages, you can ensure your customers have an enjoyable yet straightforward experience when interacting with your landing page!
Next Steps →
- Ask yourself, is this clear? Be careful with getting too specific and nuanced.
- Does the reader have enough info to help overcome their objections and become confident in your brand?
- Get honest feedback from someone you trust to tell you what needs further explanation.
4. Build Trust With Social Proof
You know the saying, “Seeing is believing?” Well, that’s precisely how social proof works — it helps to build trust with your potential customers and improves conversion rates.
Here are some of the best ways you can add social proof on a landing page:
Testimonials and reviews
Testimonials are a great way to showcase customer experiences and validate your product/service. You could include an image or video along with the review to make it more dynamic. A headshot, name, and title help make your landing page more relatable and trustworthy.
Social media shares
Highlight positive press or reviews about your product/service on social platforms such as Twitter, Facebook, and LinkedIn. Even screenshots can give clients a better idea about how others perceive your brand.
Case studies provide specific details about how clients have used your product/service and achieved actual results. This is a great way to boost credibility amongst potential customers still on the fence.
Including social proof in your landing page is essential to putting together a high-converting landing page. Remember, it’s all about building trust with potential customers.
Next Steps →
- Reach out to your existing clients who were thrilled with your service and ask if you could feature them on your site.
- Examine your social media profiles to see if some passionate fans are cheering you on.
- Build out in-depth customer stories that emphasize how your customers are in a better place since working with your company.
5. Establish a Specific Call to Action
Your landing page is almost complete, but don’t forget: You need to encourage your user to take action. What do you want them to do: sign up for a webinar? Purchase a product? Donate money?
Whatever it is, you must make it unmistakable to the reader that this is what you want them to do.
Make sure your language is firm and direct. Use powerful phrases that will resonate with your audience so they can take meaningful action. Avoid the ambiguous “get started” or the worst — “submit” — copy on your buttons.
Make sure the call-to-action (CTA) button stands out from the rest of the page using a contrasting color.
Also, remember that you may want more than one call to action on your page. Consider incorporating links in various places like testimonials or other social proof elements. The goal is for users to move forward wherever appropriate throughout the page without having to scroll or search for it.
With careful attention and a compelling call-to-action, you have everything you need for a high-converting landing page.
Next Steps →
- Focus on one call to action at a time per page. Don’t mix it up; otherwise, your landing page could confuse visitors.
- Use descriptive landing for your CTA buttons.
- Don’t hedge in your next steps. Have confidence in exactly what you provide your future customers.
6. Optimize Your Landing Page for SEO
You may not have realized it, but SEO (Search Engine Optimization) plays a crucial role in creating a high-converting landing page. Optimizing your page for SEO won’t just help boost exposure – it’ll also help drive conversions.
Don’t forget these SEO best practices for your landing page:
By leveraging the right keywords, you can ensure that your page appears for relevant searches, thus increasing the chances of it being seen. Use keyword research tools to find out which words and phrases are most popular amongst your target audience – then use them in your page’s content and meta tags.
Don’t overdo it, though. Strive for consistency in the title, the headline, and the subheadings, and align them to the audience’s needs.
The title tag is the most critical job for your landing page. It sets expectations for what your landing page will need to deliver. Don’t promise them pricing and best practices, then omit them.
Be strategic in how you meet these demands. Consider a video or a checklist, or even give them the best practices in the content.
Nobody waits around for slow pages to load. It sabotages your landing page conversion rates — you won’t even know.
White-label website builders include a TON of poorly-optimized code that makes pages slow and landing pages slower. Avoid anything that provides animations, sliders, or clunky form embeds.
Verify your website uses proper caching and compression techniques, so your page loads lightning fast even on mobile. Test it from various locations with tools like GTMetrix, Google Page Speed Insights, and WebPageTest.
Noindex your paid search landing pages
Apply the noindex robots tag to avoid cannibalizing your organic search content. This tactic will also help you confidently create numerous landing pages for pay-per-click (PPC) purposes. You won’t need to set up redirects when they change, nor will you regret it if it conflicts with your current website messaging.
By optimizing your landing page for SEO, you can rest assured that search engines will reward you with more qualified traffic. You can increase landing page conversions with more organic traffic.
Next Steps →
- Front-load your targeted keyword in your landing page’s title, headline, and subheadings.
- Be ruthless with making sure your page loads quickly for visitors.
- Apply noindexing to PPC pages since you really don’t want them indexed in search.
7. Integrate With Your Marketing Platform
A feature-rich marketing platform like Keap, Sendinblue, or Freshworks makes it easier to follow up and serve your customers. Plus, they can provide actionable analytics so you can measure the effectiveness and value of your lead sources.
You’ve worked hard to create a powerful landing page, but the work is starting. Integrating your landing page with your marketing platform shouldn’t be an afterthought.
The ideal marketing platform will also:
- Create and publish landing pages with forms and tracking already included
- Keep your landing pages user-friendly, so you can update headlines, copy, and add videos — without a developer.
- Provide automatic follow-up campaigns to convert more prospects into customers.
By investing in a great platform, you’ll be able to increase CTRs, understand customer behavior better, and offer personalized experiences—all of which boost trust in your brand.
Create Optimized Landing Pages With Confidence
With the right approach, creating a high-converting landing page doesn’t have to be daunting.
Follow these seven easy steps, giving you the key elements you need to know to create an effective landing page. From crafting a powerful hook and setting a clear message to dealing with objections and building trust with social proof, now you’re ready to take action.
So get out there and create a remarkable landing page experience for your customers.