If you’re spending money on advertising or running an email campaign, it’s important to direct this traffic to a high-converting landing page. Why?
Because if you direct the traffic to your home page or services page, there are too many distractions and it might confuse your prospect what action to take first.
In fact, your landing page is the most powerful tool to bring you more leads and sales.
Before we deep dive into what elements you should include in making a high-converting landing page, let’s first talk about why a landing page is used.
What is a Landing Page?
A landing page is a web page that is created specifically for your marketing or advertising campaign.
It could be a sales page if you’re selling a particular product. But if your goal is to get them into your sales process, then it could be a landing page with an offer to download a free resource – such as a helpful ebook, checklist, or a template to make them trust you.
The purpose of a landing page is to convince your prospect to take one particular action you want them to take and enter them into your sales process.
The more compelling and optimized your landing page is, the higher chance it will convert more visitors into leads and sales as possible – which means MORE REVENUE!
9 Elements of a High Converting Landing Pages
1) Create an Attention-Grabbing Headline
The headline on top of your landing page should be catchy and grab the reader’s attention while also accurately explaining what you do in simple language.
For your readers, confusion = bouncing out of here
2) Provide Valuable Resource
Yes. You’re right. That’s your lead magnet.
A lead magnet is a valuable resource that you give your prospects for FREE. But that doesn’t mean it is without cost.
The currency you demand in exchange for your offer is their name and email address, as long as you don’t respect their inbox (not to send spam).
For your readers, the highly valuable the resource = the more they trust you.
3) Focus on Single Outcome
Your landing page must be focused on a single goal with as few distractions as possible. That’s why it is recommended to remove all navigation links from your landing page, so there are no distractions for visitors.
Everything on the page should lead visitors to the end goal of taking the available offer – whether it is to download a resource or making a purchase.
4) Have a Clear CTA Button
If your Landing Page doesn’t call prospects to take action then they are significantly less likely to take the action you desire.
That’s why you must have a clear and easy-on-eye Call-to-Action button (CTA).
Few rules for the CTA button:
- Use a contrasting color for the button so that it stands out
- Make sure CTA is above the fold and visible clearly
- DO NOT have more than one CTA (unless it’s really needed)
- If your landing page is too long, put a copy of the same CTA in each section so your visitors don’t have to scroll too much, searching for it.
For your readers, the clear the action = more likely they will perform it
5) Always Speak to their Benefits, Not Features
Prospects don’t care about the features of your product or service unless they understand how a feature will benefit them or improve their life in some way.
So, it’s best to focus your landing page copy on the benefits.
HINT: If you’re unsure of the benefit of a feature, use the “So What?” trick…
6) Deliver Value Immediately
As soon as your prospect opt-in for your free resource and submit their details, you must send the prospect an email right away, with the link to the requested resource.
The other way is to provide the download link on the next page after the opt-in, which we call Thank You page. But even then, you should send them an email as well, so they can also download it later when they have left your website.
7) Social Proof
Don’t forget to put your amazing testimonials from past customers that speak about the outcomes that you promise. If you can add their videos or photos that would build more trust and credibility.
You can also add logos of reputed companies you’re a partner with or any associations you’re a part of.
8) Keep the Form Short
No one wants to fill a long form that asks for every bit of information.
The more information you ask in your landing page form, the lower your conversion rate will be. So only ask for the most necessary data, i.e name, and email address.
That’s enough detail for you to save them into your CRM. You can get more of their details later in your sales process.
9) Make The Page Easily Scannable
The traffic coming to your Landing Page is mostly people unaware of your business, meaning they have no reason to invest more time in reading your content at this stage.
So you need to make the page easily scannable and easy to read.
Use bullet points and bold text to make the content scannable.
Why an Effective Landing Page Matters For Sales?
Your website only has three objectives.
- To tell your story and offer in a compelling way.
- To attract more people and get them to visit your website.
- To convert those people into leads and later on, into sales.
And your landing page is one of the most important tools in achieving these objectives.
Now you get it. If you don’t have a system to convert visitors into leads and sales, then it doesn’t matter how much traffic you bring to your website, they won’t take any action and you won’t generate any leads and sales.
If you want any help in setting up your landing page or create a complete lead generation system for your website, feel free to book a 15-minute call with me.
I’d love to talk to you and know about your business and see if I can help.
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