How to Create a Landing Page that Converts

How to Create a Landing Page that Converts

What, Exactly, IS a Landing Page?

Decide on your USP

Choose an Appealing Image, Video or Graphic

Choose a Solid Call-to-Action

Include a Short but Clear List of Benefits

Involve a Trust Symbol or Social Endorsement

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What, Exactly, IS a Landing Page?1

What, Exactly, IS a Landing Page

A landing page is the focus point of your online sales funnel. It’s what tells a visitor to your website how to act on their interest in your business, what turns a window-shopping internet user into a person in your shop, trying on shoes.

There are many different kinds of landing pages, focusing traffic from hundreds of different sources and for hundreds of different reasons and desired actions.

Decide on your USP2

Decide on your USP

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5 USP and Value Proposition Ideas:

Put the monetary value of your product or service in simple terms

Use the word Free - making the risk vs reward ratio ideal

Create a positive comparison to a well-known brand

State the expected return-on-investment

Offer success, either long-term or immediate

Your USP (Unique Selling Point) is what sets your business apart from others. Your landing page needs to communicate this point immediately and obviously. Most studies agree, you have less than five seconds to convince a visitor they should stay.

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Choose an Appealing Image, Video or Graphic

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Choose an Appealing Image, Video or Graphic

Despite this, I highly recommend testing the effectiveness of different images for your own business’ audience. Your site-visitors may respond more to text, color or even an image of a beach than that of a person. Then again, they may like a video, or no image at all. Track your new page’s conversions carefully, and see what works for you.

Images grab the attention of your landing page traffic. They also communicate ideas much easier than text.

A/B Tests and numerous case studies have shown the most effective image in online marketing and advertising to be a picture of a smiling person.

Choose a Solid Call-to-Action4

Choose a Solid Call-to-ActionYour CTA is one of the most important variables within your landing page. I mentioned above that your landing page is what focuses an internet user’s attention where you want it. Your landing page’s CTA is the center of that focus. It gives them a single option for action.

Making your CTA clear, contrasting in color, and appealing is a vital part of a successful landing page.

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8 Call-to-Action Ideas:

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Include a Short but Clear List of Benefits

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Include a Short but Clear List of Benefits

Providing 3-5 benefits is the second part of your page’s USP. Your headline and value proposition grab their attention in less than 5 seconds. They decide to engage further, and it’s this short and obvious list of benefits that really sell them on your desired action.

I recommend sitting down and establishing the five selling points based around your business or product. Use the most appealing of these (I like dollar values) for your initial headline, subheader or value proposition. The next four write as single sentences (if not phrases) in list form.

Involve a Trust Symbol or Social Endorsement

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Involve a Trust Symbol or Social Endorsement

The simple addition of a trust symbol to a landing page has been known to increase conversions by 42%. Social endorsements work the same way by providing proof of the legitimacy of your product or business. People, especially social media users (where much of your landing page traffic will come from) value the word of their peers or a respected authority.

Social endorsements can be as simple as the logo of the most well-known businesses to utilize your service. Or include four or five customer testimonials. If applicable, I’d absolutely recommend a trust symbol or ‘official partner’ seal from an authority or recognized organization.

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