Your dream customer is just one click away, and one of the best ways to attract them is through a high-converting landing page. If done right, this page can be the key to your business’ growth. So, how do you create a landing page that works? What even is a landing page? This article will be your ultimate guide to landing pages and how to create one that works well for you.

What Is a Landing Page?

According to Unbounce, “a landing page is a standalone web page created specifically for a marketing campaign.” A landing page is where leads and visitors “land” after clicking on a link, be it from an email, a paid social media ad, or even a paid search ad. 

You can think of a landing page as an airport where customers land from a particular place before proceeding to their final destination. What makes landing pages different from web pages is the fact that web pages usually have many goals, but a landing page is always built for a single purpose–a call to action (CTA).

The landing page is designed as part of a marketing campaign promoted via social media, email, or ads to convert visitors to customers or leads. It usually contains value prospects for the visitors, such as free trials, free downloads, free demos, or discounts for something of theirs in return, usually email addresses, a purchase, a subscription, a sign-up, or whatever the marketing goal might be. Here is an example of a good landing page from Unbounce.

Source: Unbounce

Why Do You Need a Landing Page?

There are usually many pages on a website, and many people think they can get all their needs met with all those pages. While that is possible, it is much more efficient and effective to have a landing page. Here’s why;

1. Increased Conversions

When done right, landing pages can significantly boost conversion rates. Because they are built for one specific purpose (which is usually conversion-inclined anyway), they can boost conversions by helping users follow through with the desired action.

2. Precise Tracking Data

Since the landing page is your users’ entrance to your site, it can give you insight into valuable data and metrics that help you monitor the performance of your paid ad campaigns. By tracking data from the landing page, you get access to important metrics such as conversion rates, bounce rates, and even the amount of time users spend on the page, allowing you to make better data-driven decisions and adjust your campaign strategy when needed.

3. Better Lead Generation

Landing pages are one of the most efficient ways to increase leads. They work in a very simple way, too. The landing page offers value to the users in exchange for information such as contact addresses or email, and just like that, you have a lead. Depending on how well you use it, the landing page can be a lead magnet. 

What Makes A Landing Page Effective?

A landing page may be just one page, but a lot goes into making it effective. Here are some of the elements that have the biggest influence on its effectiveness. 

1. Headline

The headline is perhaps the most important element of your landing page. It is your “you’re welcome” sign to leads and would-be customers so getting it right is crucial. 

Your headline should not just summarize your services or products, it should also entice visitors to stay a little longer. We recommend not more than 10 words for your headline. 

2. Value Proposition

Nobody wants to do something for nothing, not even when it comes to visiting websites. Your customers need to know what value your service and product will bring them. So tell them in prominent letters on your page. Make it clear and specific, and just below the headline if you can. 

3. Copy

The copy of your website is its body and another important aspect of the landing page. The aim of your copy is to pass information about your product or service in clear terms that are easy to understand.

Make sure to use simple language and an attractive tone and tell them how your service benefits them.

4. CTA

The aim of your landing page is to get users to perform an action, and that’s what your CTA does. Your CTA should be in the form of a clickable link or button that performs a specific function. Make sure it is prominent, clear, and specific. “Sign up now” is much better than “Sign up with us today.”

5. Page Load Speed

Don’t waste your users’ time; otherwise, you might just lose them altogether. Make sure to use a good, trusted web host that will load your landing page and all its content in an instant, whether it's videos, images, or text.

6. Incentive

Your landing page is also a point of exchange. You need to give out something in exchange for your visitors’ information. So whether it’s a discount, a free trial or a free resource, make sure to let your visitors know.

7. Lead Forms

Be sure to add in a lead gen form where your visitors can fill in their contact information such as name and email addresses. Avoid asking for unnecessary details as that may turn off your visitors.

8. Social Proof

Social proof is simply validation from people who have used your products or services. It could be in the form of testimonials, reviews, or even social media mentions from satisfied customers. It’s basically word-of-mouth marketing that can boost visitors' trust in your brand and thereby increase your landing page’s conversion rate. 

How to Build Your Own High-Converting Landing Page

Anyone with basic web design skills can build a landing page, but it takes more than that to build a high-converting landing page. Here are some landing page best practices that can help make yours a high-converting one;

1. Choose a Landing Page Builder

Choosing a landing page builder is a very important first step in creating a high-converting landing page. There are many different landing page builders available, but picking the right one will make your work much easier. Make sure to select a builder that has all the features and benefits you need.

2. Maintain A Simple Design

You don’t want to overload your visitors with an overwhelming page, so keep your design simple and minimalistic. Don’t clutter your design elements together; it makes your landing page crowded and harder to understand and navigate. It can even contribute to longer page load times. 

3. Write A Bold Headline

You need a headline that grabs your visitors’ attention immediately, both in terms of content and design. Keep it short, clear, and powerful, such that it communicates the value of your campaign effectively and encourages your visitors to take action.

4. Let Your CTA Stand Out

The CTA is perhaps the most crucial part of your landing page, so make it meaningful. We recommend that you use a single CTA that is not just compelling but also adds value to your visitors. This tailors the focus of your visitors to just that one action and boosts your conversion optimization. Speaking of conversions, you can get more for your business by signing up with Offer.one, the most reliable affiliate marketing network for all kinds of businesses looking to increase growth.

5. Use Bullet Points For Key Points

Not everything has to be written in a clump. Visitors tend to skim over long text, so highlight important information with bullet points to ensure they don’t miss out. 

6. Provide Value

What keeps visitors on your page is the value they can get from your products and services. Your landing page needs to show what kind of value your visitors will be getting. Make it short, simple, and clear. To increase your trustworthiness, you can also add social proof like testimonials and case studies.

7. Use Emotional Triggers

Nothing sells better than when your leads can connect with your services and products emotionally. So, you should tailor your landing page content to what your users will connect emotionally with. Emotions such as excitement, urgency, or scarcity are a good place to start. 

8. Conduct A/B Testing

It’s always a good idea to run as many tests as possible for your landing page, and that’s just what A/B testing is for. With A/B testing, you get to try out different versions of your landing page, combining different elements of the page, such as your headlines, CTAs, images, and other elements, to see which ones work best together. 

Creating a high-converting landing page is not an easy task, but it is absolutely essential for any digital marketing strategy. Having a good landing page, however, comes with many benefits, like increased conversions, better lead generation, and access to important tracking data that can be used to improve your campaign. By following the steps shared in this article, you will be able to set up your landing page for maximum conversion optimization. Don’t forget to test different variations of your landing page elements to see what works best. For a safe and reliable platform to help grow your digital marketing business to the next level, don’t forget to use Offer.one.