Getting your target audience to click through on a search or social ad can feel like a major victory, but you still have to get them to convert once they get wherever that click-thru took them. So how do you create landing pages that convert? It takes a combination of clever writing and excellent design to get your audience to trust you enough to take that final step.
A landing page is a web page used to convert prospects into leads, according to Hubspot. It’s basically the place you direct your target audience from any referral source, such as an ad, a link in a blog post, a social media post, etc. Some people use the term to mean the place where people “land” once they click on a link, according to CrazyEgg, so it could be a homepage or an internal page on a website. But Wordstream says sending your audience to your homepage or a generic landing page is a missed opportunity; quality landing pages drive conversations with messaging that targets the needs of specific audiences. A true landing page is designed with a specific business goal in mind — typically to generate sales leads or to actually sell a product or service.
The Components of Successful Landing Pages
Landing pages that have the highest conversion rates share the same features:
- They’re well-optimized
- They use effective imagery
- They keep the text short and simple
- The text and the imagery matches whatever got the person there
- They offer a high value-proposition for converting
- They don’t include navigation (because they want visitors to focus solely on the one value proposition and call to action)
- They have strong calls-to-action
- They make it easy to convert
- They display real social testimonials
Remember, the call-to-action doesn’t have to be to download something. It can be to sign up for your service, make an appointment, sign up for an e-newsletter, sign up for an account, start your free trial, and more.
To create an amazing landing page experience, you have to ask a lot of great questions that puts you in your audience’s shoes:
- First of all, identify who your audience is.
- How did they get to your landing page? It’s important to understand your audience’s whole experience so you can change your messaging as needed.
- What is your audience’s greatest need, and what can you offer to help meet that need?
- Who else is offering your audience a solution? What are you doing that’s any different or better?
- How can you be of value and service to your audience — no strings attached?
Ultimately the biggest factor that will bring on the conversions is trust. Can your audience trust you to provide them with value without expecting anything from them in return? I know; it goes against traditional sales tactics. But trust me; it works.
And once you get that conversion, don’t forget to include a “thank you” page. Not only is it good manners, but it’s a good opportunity to slip in a few other things your company has going on.
Need Landing Page Copy?
Mika Doyle has worked with countless businesses to create website and landing page copy that provides the kind of value that converts.