How to Create a Landing Page for High Conversions in 7 Steps

Anyone can create a landing
page
; it’s easy. 

But if you’ve browsed the Internet for any amount of time,
odds are you’ve come across numerous landing pages that barely
hold your attention for 10 seconds.

Now, you sure don’t want your page to be like that — scaring
people off once they land on it. You want to build a web page that
holds your audience’s attention longer than their average
attention span of 15
seconds
.

(By the way, we know that by now, you’ve gone beyond asking
questions like “What is a landing page?” So we’ll just use
this guide to help you create one that converts.)

Here are seven steps to set up a landing page that holds
visitors’ attention and converts them.

1. Choose your landing page builder carefully

Creating effective landing pages used to require companies to
hire professional UX and graphic designers capable of creating
custom designs from scratch.

Today, however, there are numerous, cost-effective solutions
readily accessible. There’s no shortage of landing page builders
on the web today. But this also creates a problem: choosing the
right landing page creator may be a bottleneck for you – due to
the plethora of brands competing for your attention.

Still, it’s not that difficult. If we’re being honest here,
any landing page creator with the following core capabilities is
good enough to create a well-designed landing page that
converts:

Must-have functionalities:

  • Drag-and-drop editor: Also referred to as
    “what you see is what you get” or WYSIWYG capabilities. This
    means you can design your landing pages without touching the
    code.
  • A/B testing capabilities: This allows you to
    display different versions of your landing page to different
    visitors (or the same visitors) enabling you to evaluate the most
    effective copy/design.
  • Analytics dashboards: A few of the metrics
    you’ll want to track include landing page views, sessions by
    source, average time on page, bounce rate, and conversions. You can
    also use Google Analytics to track these metrics — it works,
    too.
  • An extensive collection of fully-customizable
    templates:
    This is helpful, because landing page templates
    enable you to hit the ground running with your creative processes
    — especially when they’re fully customizable.

For instance, here are some of the
landing page templates
in GetResponse:

Landing page templates in GetResponse.Examples of landing page templates available in
GetResponse
  • WordPress landing page: If you plan to set up
    your landing page on WordPress, you need a tool that lets you do
    this easily.
  • Customizable domain integration: Your landing
    page creation should support custom domain names (e.g.,
    YourWebsiteName.com rather than YourCompany.LandingPageTool.com) as
    visitors aren’t as likely to trust a page with a random URL. 
    (Although, if you’re using a free landing page builder, you might
    have to settle with YourCompany.LandingPageTool.com)
  • Integrations: You need a landing page builder
    that plays nice with other tools you’ll employ to streamline your
    conversion process.
  • Responsive design: This ensures the landing
    page renders correctly regardless of screen size.

By the way, GetResponse’s landing software provides these
functionalities. Get a free
trial here
.

2. Decide what user experience should look like

One of the biggest mistakes you can make when creating your
landing page is ignoring user experience (UX) principles.

Aside from the fact that usability is a search engine
ranking factor
, a great UX will help you cement trust with
visitors, which in turn will increase conversions.

We can’t address UX design in its entirety here as it’s a
broad field, but these three tips below will help you design a page
that’ll make visitors enjoy their time perusing the offer(s) –
and more importantly, improve your conversion rates:

  1. Be concise. Make the main benefit of your offer
    (product/service/anything) clear in your headline. This is
    important, because you only have 15 seconds to pique the interest
    of your visitor and keep their attention long enough for them to
    sign up for your offer. 
  1. Provide an inside look at what you are offering. If you’re
    selling a product, name its specific functionalities with
    screenshots or item photos.
  1. Use trust symbols. Displaying client logos, testimonials, and
    press mentions are all effective ways to boost credibility and
    stand out from the competition.

Brand consistency is a huge part of UX

When designing a new landing page, especially if you’re doing
it for the first time, you may be tempted to get overly creative
and design it using all the colors, widgets, and fonts.

Don’t do it. You’ll likely end up making a squeeze page with
inconsistent branding.

For example, imagine this scenario: you click an ad on Facebook
and land on a page with a light-blue background. It has a pretty
interesting offer so you scroll about 60% down the page, reading
every word and nodding in agreement with everything in it.

Eventually, you reach a call to action (CTA) button to sign up
for the offer. Still excited, you click-through the button.

But all of a sudden, you’re now on another page with a yellow
background. 

Everything looks different, confusing — since the previous
page had a light-blue background. You’re not sure which brand
you’re dealing with anymore. Doubts, questions, and scepticism
start racing through your mind. 

This is what brand inconsistency does. So you don’t want a
landing page like this. Businesses say the biggest negative effect
of inconsistent branding (off-brand content) like this is that it
leads to customer confusion – and rightly so.

How does off-brand content affect
your organization. Data from Lucidpress.

On top of that, they listed Damage in reputation or credibility
as the second biggest negative effect of inconsistent branding.

It’s not wrong to use different colors (or fonts, etc) on a
page, but you have to be consistent with them. That is, as visitors
move from your landing page to another page/email/etc., your
branding elements (colors, fonts, etc.) need to be consistently
coordinated and recognizable as your brand. 

For example, if your landing has a white background color and
header font size of 35, these elements should remain as they are
when visitors move from one page to the other. This will keep them
from being confused about who you are – as a person or
business.

3. Get your site speed right

Earlier in this article, we touched on how website visitors have
short attention spans. Imagine what happens when your landing page
loads too slowly.

Folks browsing the Internet don’t have time for slow landing
pages, so they won’t stick around. Google reports that a 9-second
increase in load times increases the probability of a visitor
bouncing by 123%.

A screenshot of a cell phone Description automatically generated

Here are a few steps to improve your landing page load
times:

  • Use a content distribution network (CDN): This
    helps to reduce page load times by disseminating content from
    servers that are closest to visitors based on their geographic
    location.
  • Optimize your images: Before uploading images
    to your website, resize them to the dimensions required, and if
    possible, compress them in PNG or JPEG format. 
  • Implement accelerated
    mobile pages
    (AMP): Developed by
    Google, AMP is a web framework that lays the foundation for faster
    load times.

    Note: This is mostly important if you’re hoping to
    get high traffic from organic search. With landing pages, however,
    it’s rarely the case your pages will rank high in Google or
    Bing.

For more information, you can check out this extensive list of
strategies from Moz on improving your
landing page load times. For speed benchmarking, you can use
Google’s PageSpeed Insights
tool
.

4. Use descriptive visuals

What are “descriptive visuals”? 

They’re essentially images or videos that describe the
benefits or problems you’re addressing on your page. Here are
some examples from our free landing
page templates
:

A landing page for families looking for an
apartment:

If you were looking for a nice apartment for your family, the
image on this page already gives you a feeling of what that looks
like:


Use this landing page template

Or let’s say you’re a fitness trainer; you need images on
your page that give visitors a vibe that they’ll get the body
shape they want if they subscribe to your gym membership:


Use this fitness landing page template

You can use videos, too – especially now that consumers are
64-85% more
likely
to buy a product (or sign up for your offer) after
viewing a product (or offer) video.


Use this video landing page template

As I’ve mentioned earlier, your conversions are closely tied
to user experience (UX). So if images and videos on your page make
visitors feel like you get them, they’ll sign up for your
offer.

5. Make your page responsive

While building your landing page, make sure you’re optimizing
the design for both desktop and mobile visitors – because mobile
currently accounts for half of all global web pages
served
.

So how do you build a responsive page? 

It all depends on the landing page builder you’re working
with; you have to make sure to use one that lets you create a page
that adjusts to fit the size of your user’s screen size. 

A responsive page looks something like this for different
screens:

Source:
GetResponse landing page design guide

Many (if not most) landing page builders have this functionality
built-in, but you still need to check their features to be
sure.

6. Research your market and audience before writing
copy

So far, most of this article has focused on the aesthetics of
landing pages — which, of course, is important. 

But what’s even more important is your copy, the writing you
have on your page. You need to make sure you research your audience
well enough to be able to write copy that resonates with them.

And the best way to do audience research is to talk to them. Ask
them questions. Find their pain-points. Essentially, do audience
interviews or create a survey. 

Here are a few tips you can follow to improve the effectiveness
of your audience interviews:

  • Limit the interview to 30 minutes: Setting a
    time limit helps to let interviewees know you won’t be taking too
    much of their time. It’ll also help you to focus on the insights
    that matter the most when talking to them.
  • Use resources efficiently: Interview at least
    five audience members, but no more than 12. Why? It’s simple:
    because usually after five interviews, you’ll see trends and
    themes in your findings.
  • Be conversational: Customer interviews
    shouldn’t be like an interrogation. At a high level, you want to
    let the customer tell their own story.

But if you’re not planning on doing audience interviews, below
are some tips to improve survey completion rates:

  • Focus on close-ended questions: Unlike
    open-ended questions, these are often in multiple-choice format, so
    the participant can easily select their answers.
  • Use neutral language in questions: Avoid
    leading questions and language that can influence answers. For
    example, phrases such as “Many customers enjoy feature X of Y, do
    you agree?” often reduce the effectiveness of surveys.
  • Only ask for one thing at a time: Limiting
    questions to one aspect or point reduces ambiguity and ensures that
    the insights you gather are actionable.

7. Use these two copywriting formulas to improve
conversions

The final collection of strategies we’ll discuss here are
copywriting formulas. 

Although there’s an art to creating copy that drives
conversions, you don’t need to become a wordsmith to write
high-converting copy. 

Below are a couple of handy formulas you can use to build out
your copy:

Before – After – Bridge

This approach is like what you see in case studies. Describe the
problem you’re addressing in your landing page and situation
before the problem occurs. Then discuss what would happen after the
problem is solved. Finally, introduce your offering and show how it
will help get tangible results.

We won’t be showing examples of these formulas here because
that’s not what this article is about. But you can read
our post on copywriting
.

Features – Advantages – Benefits

This formula is valuable because it goes beyond simply calling
out the features or elements of your offering. Instead, you’re
illustrating why each feature matters to visitors. In short, this
formula goes something like: “You get this… and the product
does this… so that you get this…”

Conclusion

Thanks to improvements in technology, it’s never been easier
to create high-converting landing pages. 

With the right tool, you can build a landing page that looks
amazing and converts well enough to make your business, project, or
campaign successful. 

Even more, you don’t need to spend months to build a
“perfect landing page” in the hopes that it would perform well.
Instead, you can easily create multiple versions of it and A/B your
way to find winners.
Learn more about landing page A/B testing here
.

Source: FS – Email Marketing Blogs!
How to Create a Landing Page for High Conversions in 7 Steps