How to Create a Landing Page that Converts

In terms of digital marketing, a landing page is a page that has been designed to receive and convert traffic from an online marketing campaign. When creating landing pages, the goal of marketers is to get visitors to perform certain actions.

Examples of these actions include:

  • Make a purchase.
  • Sign up to an email list.
  • Register for an event.
  • Make contact.
  • Fill out a form.

As marketers, we share one common goal: to obtain new customers. Landing pages are an extremely effective method of achieving this goal. This article will outline how you can create a landing page which attracts traffic and converts those visitors into customers of your business.

Establishing your goal

The first step to creating an effective landing page is to establish your goal. What action do you want your visitors to undertake? Perhaps it’s one of the actions highlighted in the introduction. Once you have identified your goal, you will be in a much better position to decide what information to include on your landing page.

Choosing a layout

If you’ve never made a landing page before, you should choose a layout which has been proven to convert. Attempting to create your own layout is likely to yield poor results. We recommend using the following structure highlighted by Unbounce:

This structure provides you with the essential building blocks you need to create a strong page. As you can see, the main components of a landing page include:

  • Headlines
  • Supporting copy
  • A hero image (or video/animation)
  • A call to action (CTA)
  • Social proof
  • Benefits
  • Key features

Each of these components are of equal importance. They compliment one another and, together, they help to build a persuasive argument as to why your audience should perform the action you desire.

The following sections will give a brief explanation of how you can optimise each of these components to appeal to the interests of your visitors.

Writing headlines

Your headline is the first thing your visitors will read when they click through to your landing page. You must ensure that your headline matches the link that was clicked in your ad. Headlines should be direct and to the point – don’t go over the top with language or elaborate explanations. Simply describe your unique selling point (USP) in one short sentence. Try using the following examples as inspiration for your headline:

Code Academy – “Lean to code interactively, for free.”

Taster’s Club – “Get great whisky every month.”

FreshBooks – “Accounting made for you, the non-accountant.”

Flock – “The hub for all your office communication and collaboration.”

Slack – “Where work happens.”

Notice how all the above examples are less than 10 words in length, yet they still capture the essence of their offering in nutshell. This is what you should be aiming to reproduce for your landing page.

Writing Supporting Copy

Your supporting copy needs to add some extra information to your headline. Again, you should use this opportunity to convince prospective customers to take action. Here, you can use more words to go into slightly more detail about your USP. Take a look at FreshBooks’ supporting copy to their headline highlighted in the section above:

“Join 5 million people using FreshBooks to painlessly send invoices, track time and capture expenses.”

This is a great example of copywriting as it invites you to join (convincing you to take action) a 5 million strong community (social proof) and it explains what problem it is solving in simple terms.

Creating a hero image

Just as your headline is the first thing your visitors will read, your hero image is the first thing they will see. Therefore, it should be attractive and stand out. The hero image you should use will largely depend on the industry you’re in. For example, if you’re a software business, then perhaps it would be best to display your app on an iPhone or iMac. Take a look at the hero image example we created below:

A screenshot of a computer

Description automatically generated

Alternatively, if you sell a physical product, an image of a person using your product may be more appealing to prospective customers. Using real people in your hero image can invoke emotion and add a personal element to your landing page.

If you’re on a tight budget and don’t have the funds to produce your own professional imagery, try these free online mock-up websites:

Creating a CTA

Everything on your landing page should be subtly pointing your visitors towards your CTA. This can be presented in a number of ways, such as a standalone button or a form to generate new leads. Here’s our tips for each type of CTA:

Buttons – if you choose to use a button as your CTA, you should avoid using generic language such as “click here”. Instead, incorporate the incentive of your offering into the language used on your button, e.g. “get a free demo” or “get £20 off your purchase”.

Forms – keep your forms short and sweet. You only need to collect vital information from your visitors at this point, such as their name, email and telephone number. Once you have these details, you can contact them and find out any additional information. Long forms with too many questions may turn customers away due to laziness on their part or a feeling that you are invading their privacy. To help counteract the latter, you should also include a privacy statement which reassures visitors that their data is safe and to comply with GDPR regulations.

Adding social proof

One of the best ways to create trust between your business and prospective customers is through using social proof. Social proof is the natural human tendency to imitate the behaviours of the people around you. Including social proof on your landing page has a massive persuasive pull. This can take several forms, such as:

  • Quotes
  • Video testimonials
  • Links to case studies
  • Review scores from review sites
  • A list of your customer company logos

To make your social proof more convincing, be sure to use real names and photos!

Describing the benefits

When describing the benefits of your product or service, we recommend using the rule of three. Choose three specific ways that your offering positively impacts your customers. For example, let’s take a look at Wrike’s three main benefits:

Benefit 1 – “Stay productive with a remote team.

Benefit 2 – “Work in real-time across your entire org.”

Benefit 3 – “Always be prepared for what’s next.”

These benefits are clear and concise. Any visitor to Wrike’s landing page will be immediately informed of how they can improve their current situation if they sign up. Keep this in mind when formulating your own benefits section.

Explaining key features

Again, the rule of three works well when outlining the key features of your product or service. However, we’ve also seen good results when giving a more detailed overview of your features, such as on the landing page we created below:

As you can see, on this landing page we highlighted nine different features of the Competency Cloud software. Oftentimes, visitors will be searching for one or two specific features that they need more than any other features. Therefore, in cases like this, showing a more comprehensive list of your features can be advantageous.

Other landing page tips

Now that you have an understanding of the main components of a successful landing page, there are some other, more general tips you should know:

  1. Your page needs to be fast – slow loading times lead to fewer sales.
  2. Optimise your page for mobile – 40% of consumers use their mobile device to conduct research prior to making a purchase.
  3. Optimise your entire page for SEO – make sure that the language you use on your landing page matches the language used in the customer search queries that you are targeting.
  4. Consider removing navigation – don’t give visitors an excuse to click away from your CTA.
  5. Always be testing – A/B testing your landing pages is the best way to find out what works and what doesn’t.

Final Thoughts

Thank you for reading this article. We hope that you are now better informed about how to create a landing page that converts. If you would like any help regarding your digital marketing strategy, please do not hesitate to contact us. We are always happy to help!

Olly Eastham