You’ve got the product or service. And you know it adds value to
your target audience. All of the marketing research and testing has
told you that. Now all you need to do is convince people to choose
it. How do you do that? With an effective landing page. It’s a
place where you can send visitors via emails or via your social
feeds to tell them about the value of your offer, and have them
convert there and then. There is no one-size-fits-all template for
high-converting landing pages — there are too many different
offers and niches in the world for that to be the case. But there
are certain steps you can take for a landing page to be successful
regardless of what you’re selling. We’re going to cover all 10
of them. Step 1: Establish your USP Your
USP (Unique Selling Point) is the thing that sets you apart
from the competition and the reason why people will choose you over
everyone else. Studies show that you have
less than 15 seconds to capture someone’s attention when they
land on your website. That’s how long they’ll stick around
before deciding whether what you’re offering is right for them.
So you need to impress them, quick. Define a strong, value-driven
USP and build your landing page around it. You can do this with
headlines and images (we’ll talk more about those soon), or by
including a value proposition in your landing page copy. A value
proposition is a key component of your
small business marketing strategy, and shows the user what
they’ll gain when they take action, whether that be filling out a
form or making a purchase. Value propositions include:
- Showing how your product or service compares against a
- The ROI that can be achieved
- The monetary value of the product and the saving that can be
made by signing up now
- The success that can be achieved
- Making it clear that your offer is free
- A guarantee
Airbnb does this brilliantly.
Take a look at how it pairs its USP (earning money by renting a
room in your home) with a value proposition (how much you could
earn by becoming a host). Step 2: Keep
the design clean and simple Everything about your landing page
should be geared towards getting the user to complete the
transaction. This means removing anything that might draw their
attention away from your offer. Make your landing page full width
and height, and remove navigation features. This isn’t to say you
should scrap scrolling completely, but you should take away any
visible arrows or buttons that encourage it. Make the most of white
space too. Sometimes, what you leave off the page is as powerful as
what you include. White space removes congestion and gives the
brain space to think. It also forces the eyes to focus on your
offer. Take a look at how the
AWeber homepage keeps things simple and clean: Step 3: Create
headlines that hit home A landing page will live or die on the
strength of its headline. This what grabs a visitor’s attention and
compels them to find out more about your offer. Studies show that
as many as
80% of people will read the average headline, but only 20% will
read the rest of the copy, so it’s important that you nail
this part of your page. A good headline should:
- Immediately grab the attention of your visitors
- Tell the visitor what your offer is about
- Be short and sweet
Once the headline has the user invested, you can reinforce your
message with a powerful subheadline that persuades them to stay.
Your subheadline can go into more detail than the main headline,
but you should limit it to no more than a few lines of persuasive
copy. Slack does this well on its
As does Robinhood.
Step 5: Grab
attention with images
Images are a huge part of landing pages that convert. They’re
the first thing that catches the visitor’s eye before they read
are processed 60,000 times faster than text by the brain, so
what the visitor sees will influence their immediate opinions about
your brand and offer.
Like headlines, use imagery to grab attention. Make them
relevant to your product or service.
- If you’re offering a product, your imagery should be of the
- If you’re offering a service, your imagery should relate to
what the service is in a way that paints a positive picture in the
mind of the user
Remember that you don’t have long to make a good first
impression. Make sure images are large and high-quality. Try to
stay clear of stock imagery — you don’t want to show visitors
something they may have already seen.
Teambit, an employee
engagement and performance management platform, is a great example
of imagery done well — original illustrations used to capture
attention and promote its service:
Step 6: Talk
up the benefits (but not too much)
Including benefits on your page is a way to reassure and
persuade visitors that are on the fence. They back up your USP and
headlines, and provide users with more information about what you
When it comes to writing out the benefits of your offer, focus
on clarity. Clearly explain how what you’re offering can solve
the user’s problem. But do it in as few words as possible.
MarketingProfs, landing pages with more than 800 words have a
33% lower conversion rate than pages with less than 200 words.
Bullet points are a great way to keep things concise and make
benefits easily digestible for the user.
Of course, not everything has to be written. Video is a powerful
persuasion tool. Research by
Eye View Digital shows that using videos on landing pages can
increase conversions by 86%.
Codecademy uses both
video and copy for its benefits, dedicating a full section of its
landing page to the former:
Step 7: Add
88% of consumers trust online recommendations as much as personal
ones. If you’ve got people that have used your product or
service and are happy with it, use their feedback to your
Including social proof is one more way to convince visitors that
your offer is as good as you say it is. It can be added to your
landing page in a number of different ways.
- Customer case studies or testimonials
- Recommendations from influencers or industry experts
- Number of users
- Certifications from trustworthy industry bodies
- Showing how many of the user’s friends use your service
By the time users get to the social proof section of your
landing page, you’ve already captured their attention and
interest. What they’re looking for now is confirmation bias — a
reason to back up what they’re already feeling.
Basecamp does this well by
combining number of users and testimonials for some strong social
proof that supports the strength of its offer:
Include contact information
Contact information tells the visitor that you’re a real
company. It lets them know that there’s someone behind the
landing page, which increases trust.
Including a physical address and contact phone number is the
most basic way of adding legitimacy. What those things don’t do,
though, is encourage contact. If you want to be helpful to
visitors, give them a way to get in touch online. There are three
ways you can do this.
- Include a chat pop-up that follows the visitor down the page,
making you available to answer any questions
- Include a contact form on the page
- Include a contact call-to-action that clicks through to a
dedicated contact page
9 Inspiring Sign Up Form Ideas to Grow Your Email List Step 9:
Make calls-to-action strong and clear
Every element of your landing page is designed to get visitors
to notice and click on the call-to-action.
Include calls-to-action throughout your landing page, placing
them above the fold, at the bottom of the page and two or three
times in between. In terms of how it should look, there are some
standard rules to follow:
- Make it big enough not to be missed
- Always use a button. People are conditioned to expect a button,
don’t throw a curveball at them
- Use a contrasting color that attracts the eye
- Use words that are valuable and actionable (e.g. “Get your
Free Trial,” “Buy Now,” “Download Now,” etc.)
their call-to-action front and center where it’s impossible to
Step 10: Test,
Landing pages are trial and error. Once you’ve created a page
you’re happy with, don’t put it live and just leave it. Always
monitor performance and iterate. Look at your analytics weekly and
look at performance over time. Use heatmaps and scrollmaps to see
how people are interacting with the page and use the information to
If your page isn’t bringing in the number of leads or
conversions you expected, tweak elements of the design or copy, or
tinker around with the color and positioning of buttons.
Then, run A/B tests to see how the different pages perform
against one another. From there, you’ll be able to take the best
elements of both to produce a page that gives you bang for your
Email Split Tests You Can Set Up in 1 Minute Conversions are
only the first step
Your landing page converting is a sign that a) it’s working,
and b) people are putting their trust in you to deliver on what you
say. Repay trust and reward loyalty by emailing customers with
content that adds value, personalized offers, and freebies, or
letting them know when they left items in their cart.
Every dollar spent on email marketing has an ROI of $44. Once a
person has opted-in to your email list, use it to your
Not sure what to include in your emails?
Download 45+ free writing templates to learn how to craft
emails like a pro.
About the author: With nearly a decade of digital marketing
experience, Chandal has created content strategies for both the
biggest and sometimes the most unexpected markets, while developing
strategic relationships with editors and publishers. Chandal
contributes to some of the highest authority industry publications,
has been featured in industry events and is thrilled to be Acquisio’s Content Director.
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10 Steps to Creating a Landing Page That Converts