Aug 31, 2023

Tips to Building a Landing Page That Converts

We get it, you just spent all this money on a website to then be told, you need a landing page. Ouch! We like to think of shopping on Fifth Avenue in NYC when trying to understand the difference between a website and a landing page. Imagine this, here you are walking down Fifth Avenue and you stop in front of Bergdorf Goodman and look in the window. Is there something that catches your eye? No, you keep going. Next up, Prada. Glance in the window, nope. Then you cross the street and there you see that pale blue logo with all the sparkling rings and necklaces in the window. You can’t help but be curious. So there you go and walk into Tiffany’s. You can’t help but go inside. The streets are the web, the windows are the landing pages and the store inside is your website.

The windows to your website are the way customers get interested in your Brand enough to come inside and explore. Now, why didn’t we walk into Bergdorf or Prada. Well, their windows weren’t interesting enough for us. So, creating a landing page that converts can seem overwhelming, but by following a few key principles and incorporating essential elements, you can create a landing page that drives conversions and helps grow your business. In this blog post, we’ll walk you through the basics of creating an effective landing page and provide tips on how to optimize each element to be the Tiffany’s window.

Let’s Start With What is A Landing Page?

A landing page is the first page that a visitor sees after clicking on an advertisement or a search engine result. The purpose of a landing page is to provide relevant and compelling information to the visitor and encourage them to take a specific action. A well-crafted landing page can significantly enhance the effectiveness of your marketing efforts and drive better results for your business. A landing page is important for several reasons:

  1. Conversions: A well-designed landing page can significantly increase the conversion rate of your marketing campaigns. By providing targeted information and a clear call to action, you can guide visitors towards taking the desired action, whether it’s signing up for a newsletter, downloading a free resource, or making a purchase.
  2. Lead Generation: By offering valuable content or incentives in exchange for contact information, you can build your email list and nurture those leads into customers over time.
  3. Data Collection: Landing pages allow you to collect valuable data about your audience, such as their demographics, interests, and preferences. This information can help you better understand your target market and tailor your marketing efforts accordingly.
  4. A/B Testing: Landing pages provide a controlled environment for testing different elements, such as headlines, images, and calls to action. By conducting A/B tests, you can identify which variations perform better and optimize your campaigns for maximum results.
  5. Improved User Experience: A dedicated landing page ensures that visitors have a seamless and focused experience. It eliminates distractions and provides a clear path for them to follow, increasing the chances of them taking the desired action.

The Essential Landing Page Elements.

Before beginning the design of your landing page, it is crucial to address several fundamental questions. Firstly, identify your target audience – who are the individuals you aim to attract to your page? Next, consider the needs and desires of this audience – what are they seeking or hoping to find? Finally, determine the specific action you want visitors to take on your landing page – whether it be making a purchase, signing up for a newsletter, or submitting a contact form. By understanding your audience and their motivations, you can customize your landing page to fulfill their requirements and direct them towards the desired action. Really sit down and think about these questions. You could build a perfect landing page but if it’s not tailored to your audience, it may not function the way it should.

Let’s talk about non-negotiable elements that are essential for creating an effective landing page that drives conversions and helps grow your business. Remember each business had different goals and a different audience but these are the bare bones you should have.

Easy to read headline that speaks to your audience: The headline is the first thing visitors see when they land on your page, so it needs to grab their attention and clearly communicate the value or benefit they will receive by taking action.

Your company logo: Including your company logo on the landing page helps to establish brand recognition and reinforce your brand identity. This can help to build trust and credibility with visitors.

Engaging and concise copy: The copy on your landing page should be persuasive, easy to read, and focused on the benefits of your product or service. It should also be concise, as visitors have a short attention span and may not read long paragraphs. You want a short description “above the fold”, meaning it’s visible without the person needing to scroll down. You can provide a longer and more detailed description “below the fold”.

Call-to-action (CTA) button: A strong and prominent CTA button is crucial for driving conversions. It should be visually appealing, clearly state what action you want visitors to take, and be placed in a strategic location on the page. Your CTA should be in sync with your MWA. You wouldn’t want a “buy now” call to action if you want people to leave their email address for more information.

Relevant and high-quality visuals: Images or videos that are relevant to your product or service can help capture visitors’ attention and convey your message more effectively. Use high-quality visuals that are visually appealing and support your overall brand image.

Social proof: If applicable to your business, including testimonials, reviews, or case studies from satisfied customers. This can help build trust and credibility. Social proof provides evidence that your product or service has delivered results for others, making visitors more likely to convert.

Contact information: Make it easy for visitors to get in touch with you by including your contact information, such as a phone number or email address. This helps build trust and allows potential customers to reach out if they have any questions or concerns.

Mobile optimization: With the increasing use of mobile devices, it’s essential to ensure your landing page is mobile-friendly. Optimize the layout, font size, and functionality to provide a seamless experience for mobile users. In 2023, 55.86% of customers will use their mobile to shop. 42.22% use their desktop and only 1.92% use their tablet.

Continuous Monitoring Is Key.

Testing and optimizing your landing page is crucial for maximizing its effectiveness. By conducting A/B tests, you can compare different variations of elements such as headlines, images, and calls to action to see which ones perform better in terms of conversions. This data-driven approach allows you to make informed decisions and make adjustments to improve your landing page’s performance. Continuously monitoring your landing page’s performance is also essential. Keep track of metrics such as conversion rate, bounce rate, and time on page to understand how visitors are interacting with your landing page. Analyze this data and look for patterns or areas of improvement. Additionally, gather user feedback to gain insights into their experience on your landing page. This can be done through surveys, feedback forms, or by analyzing user behavior through heatmaps and session recordings. Understanding your users’ perspectives can help you identify pain points and make necessary improvements.

Remember, optimization is an ongoing process. As your business evolves and your target audience’s preferences change, it’s important to regularly revisit and update your landing page to ensure it remains effective in driving conversions and helping your business grow.

This Seems Like a Lot of Work…

We understand! If you need assistance with creating a landing page that converts, Cordelia Labs and Big Sea is here to help. Our combined team can work with you to understand your goals, target audience, desired actions, and create a customized landing page that meets your needs. From designing compelling headlines and copy to creating visually appealing visuals and implementing strong CTAs, we have the expertise to optimize every element of your page. We also offer A/B testing and ongoing optimization services to ensure your landing page continues to perform at its best. Don’t hesitate to reach out to us for help with your landing page needs.