How to Create Effective Landing Pages. The landing page is often the first impression a potential customer will get of your company and product. Here are some tips to create a really effective landing page that explodes your sales and sign-ups.
The landing page is often the first impression a potential customer will get of your company and product.
It is important that it communicate precisely the message you want to generate new leads or sales!
Without a substantial landing page, viewers might lack direction on a site and grow confused, leading them to jump to a competitor’s site that helps answer their questions or concerns in a more concise way.
Here are some tips to create great landing pages:
Understanding the essentials for a high-converting landing page
The main goal is to create landing pages that are specifically designed to convert page visits into clicks.
The essentials of this are, but not limited to getting a site visitor to:
- click through to another page
- purchase or buy into an idea
- give permission to follow up via email or phone
- spread your message or resource with similar viewers
- leave or provide insightful feedback
Have a simple design, only include have what you need to communicate your marketing message and the convert button.
Often, excellent copywriting communicates all the information potential customers need.
Something as simple as including a heading or footer on a website is an easy way to engage your viewers and inspire them to leave their contact information.
A great example of this is to include a concise call-to-action in the header or footer that leads to an email capture when clicked, as TransUnion’s ShareAble for Hires does in the example below:
This can include:
- engaging headlines
- simple and specific language
- benefits before features
- clear and compelling proof
- express calls to action
- confident guarantees
Knowing the Premise
A strong premise helps distinguish an average landing page from a great one.
A strong narrative will string the header, descriptions of the benefits and features of a product into a premise.
The premise is an emotional hook that attracts attention and maintains engagement throughout every element of your landing page copy.
The premise weaves itself from headline to call to action, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion — your desired action.
An essential part of a strong premise and narrative is speaking the language of your customers.
You want the content on your landing page to reflect your audiences’ concerns and how your product or service addresses those concerns.
How do your customers talk about their needs and concerns when searching for a product similar to yours and how your product addresses those concerns?
Make it an objective to learn to speak about the customer’s issue the way they would.
Have a powerful call to action
It’s one thing to have strong SEO that helps increase traffic to a specific landing page, but it won’t convert site visits into much without a call to action button.
Pro Tip from Chris Eckstrum, Head of SEO at Housecall Pro:
“When the customer gets to the end of your landing page, or even just part way down, have a call to action for what you want them to do: usually either to buy your product or to give you their contact information so that you can send them information. Having a visible call-to-action is vital to you as the site owner and to your users”.
Having a button stating something like “Click here to get your free eBook” or “Click here to view more products” can be much more effective than simply “Submit” or “Download,” which will submit the customer’s information to you and download your content to them but doesn’t tell the customer the value for them in doing so.
Customers are already reluctant to give out their information online, give them a compelling reason to do so!
To make your CTA (call-to-action) buttons and navigation stand out against the rest of the page, use a bright color.
For example, blue against a bright blue or green against a white background. You want to make sure that people see the button!
Don’t be afraid to experiment with different colored ‘call to action’ buttons to help see different results. (See A/B and Multivariant testing below).
Allow readers to engage with pictures
According to, Thermopylae Science and Technology, “it takes only 150 milliseconds for us to process an image, and another 100 milliseconds to attach any meaning to it.
60,000 times faster than the time it takes to process text!” The first thing your prospects see on a landing page is the image and the colors you use.
Images have a significant role in persuading prospects and customers to take the next step. Use your hero image to direct the prospect’s attention towards the action you want them to take.
Studies have shown that if the visitor of a site sees a face looking at them, their gaze is drawn to the face; but if the face is looking at some text, the visitor’s eyes are drawn to the text.
For example, the home page on the SmartMove domain displays a large Hero image with a bright, click-able call to action button. The image effectively conveys an idea that the reader can process quickly and act on if they desire.
Select images that convey a feeling, usually reflecting whatever pain-point your customer has that your product will solve. In the example above, SmartMove is directing their message to landlords by highlighting that renting to careless tenants can cause damages. They then elude to the idea that great tenants can be found with their services to mitigate that specific problem.
Another option to show the emotion of the desired outcome of using the product. This doesn’t just mean showing a happy customer, but an image of a serene home or well-oiled business operations.
Pro Tip from Jeff Arnett, CEO of Arnett Credentials
“Colors can have a profound impact on how we perceive a company or a webpage. While red and yellow convey hunger and speed, blue and green convey calmness and the environment. While bright, flashy colors might be appropriate for a flyer for a contest or party event, pastel or soft colors would be more appropriate for a brochure about caring for a newborn”.
Test your landing pages
Know what works for your viewers and how they navigate around your site with help test your improved landing pages. A/B and multivariant testing (see below) is a great way to test individual features of your site to see what customers respond to the best or what is the most effective at drawing in sales conversions. When you are testing the landing page, make sure to at least test:
- Call to Action
- Buttons (design and color)
- Form Length
Creating an effective landing page takes time. You should put as much work into creating your landing page as you do for the rest of the site.
There are two kinds of testing that are helping in improving a landing page: A/B and Multivariate.
- A/B testing involves creating two different versions of your site and then testing to see which version more effectively leads to a better result, i.e. sales or lead generation.
Testing one element at a time, such as the header, value statement, and submit button can greatly help increase conversions to sales on your site.
- Multivariate testing involves changing multiple elements at the same time. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations.
Before you start any kind of testing, it is important to know two things: 1) where are the customers coming to your page from, and 2) what was the call to action (CTA) from that starting place?
The content on the landing page needs to match the CTA that brought them there in the first place.
Record the success rate of your various test site over time and then collect and analyze the data to build strong landing pages.
A good landing page will show your customers how your product or service can help them solve their problems.
Keep your page design simple and free of clutter so that only the essential message is communicated, and the customer is encouraged to buy your product or provide their email.
Don’t be afraid to test different messages, pictures, or colors on your site.
Your effort will lead to higher conversation rates and more sales!