fWhen you build landing page, this is where you will be driving traffic to your website. Visitors are greeted by this landing page that matches your call-to-action from e-mail campaigns, social media posts, or other online ads and whatever purpose you have, landing pages should drive action, be it for brand awareness, lead generation, or for them to sign up and ultimately, these should lead to customer purchase or conversion.
These landing pages should hook visitors from the start to pique their interest and get to know your brand more so now that you are creating your own website, follow these 16 tips on how to build landing pages that convert.
1. Create Customized Landing Pages
The number one rule when you build landing pages is to customize them based on keywords and the audience. Match the intent of searchers to what they will find on the landing page. Nothing scares away users more than general landing pages. Give what customers looked for. Unicorn start-up Canva built a multi-billion company by getting their custom landing pages right: They matched user intent to their landing pages. If users are searching for “ready templates,” Canva would serve them landing pages that promoted ready templates. If they searched for “design XXX”, users would find landing pages that offered custom designs.
2. Give a Clear Message Above-the-Fold
Your landing page should be designed to convert customers, not just to inform. Pick one killer headline that showcases your brand’s biggest strength, and send only that message to customers. If they get hooked, they will scroll down to learn more about your brand. Offer more features and benefits down the line. Avoid crowded sliders. Give only one message. Make your biggest selling point stand out.
As you can see, the above-the-fold only shows only one selling point. Your new superpower. It is not crowded. It doesn’t list all the features.
3. Focus On Headlines
In addition, it’s important to remember that your headlines can make or break your website’s effectiveness. Therefore, it’s essential to spend more time perfecting them to ensure that they effectively catch attention and entice potential customers. By crafting attention-grabbing headlines, you can encourage visitors to stay on your website and explore what you have to offer. This, in turn, can lead to increased engagement, more time spent on your site, and ultimately, more conversions.
Don’t overlook the power of a strong headline – it can be the difference between a customer clicking away or becoming a loyal supporter of your brand. So, take the time to craft headlines that are compelling, concise, and clearly communicate the value of your products or services.
4. Explain What Kind of Problem You Solve
Telling customers what you are selling will not do much. Mke your brand relatable by informing them how buying from you could solve their problem. Be clear about what you can do for them.
Scenario: You sell tennis rackets.
❌ Best tennis rackets at affordable prices.
✅ Finally raise your tennis game, get our rackets
✅ Comfort and Grip Elevated: Lasting Tennis Rackets That Win
Moreover, by using these two headlines, you can solve several problems that potential customers may have. Firstly, by highlighting that your tennis rackets can improve a player’s performance, you can address concerns around skill level and ability. This can be particularly effective in attracting players who are looking to improve their game and are seeking out new equipment to help them do so. Secondly, by emphasizing the specific benefits of your product such as comfort, better grip, and enduring quality, you can address a range of pain points that players may have.
By providing a clear and concise value proposition, you can make it easier for customers to understand what your product offers and why they should choose it over competing options. Ultimately, by solving these problems and effectively communicating the benefits of your product, you can create a more compelling and persuasive marketing message that resonates with your target audience.
5. Explain Why Customers Should Choose You
This is your chance to stand out from your competition. Explain to your potential customers why it’s better to choose you. Use your biggest strength, highlight things others don’t have.
6. Explain Your Process (if you have any)
If you are a service business, customers will be interested in how you do what you do. Not only will it help them visualize the process, but it will also answer the most frequently asked questions. Customers often ask about the process as part of a conversion journey. If they find the process easier to follow, they will be more likely to convert.
The key here is to leave as little work for users as possible. For example, if you are advertising a website design and even promising to give a quick quote, do not say in your process that:
- You reach out
- We set up a meeting
Customers will avoid converting if they see your process as cumbersome for them.
7. Share Testimonials
When potential clients see fellow customers speak highly of your products or services, it assures them that you can be trusted. Help them see this by posting reviews and video testimonials that show your credibility.
8. Create Fear of Missing Out (FOMO)
If you can create FOMO about your product or service, it may help increase conversion. Putting a picture of a line in front of your store, or creating a sense of urgency might be some tricks that will make others feel like they are missing out if they don’t buy from you.
9. Tell Clients What They Will Get, Not What You’re Doing
A crucial part of the landing page sales process is to focus on your customers’ needs, not what you do. Telling customers what you can do is selling to a customer. On the other hand, telling them how your product or service will change something in their life for the better is about solving their problems.
❌ We are building beautiful kitchens.
✅ Transform your kitchen into a beautiful space.
10. Highlight Your Customers’ Gain
In order to effectively market your product or service, it’s important to shift the focus away from the product itself and instead highlight the benefits it can provide to the consumer. Rather than stressing how great your product/service is, focus on what it can help the consumer become.
By emphasizing the transformational benefits of your offering, you can create a more emotional connection with your target audience and motivate them to take action. Additionally, by highlighting the positive outcomes that your product/service can deliver, you can address key pain points or challenges that consumers may be facing, making your offering more relevant and appealing to their needs. Ultimately, by shifting your messaging from a product-centric approach to a customer-centric approach, you can create a more effective marketing strategy that drives results.
❌ I do great marketing.
✅ My marketing will make your company profitable.
❌ I do great copywriting.
✅ My copywriting will put your company on the map.
❌ We have the best massage chair
✅ Our chairs will make you feel good again
11. Seduce Them to Convert Throughout the Copy
Furthermore, by making it easy for customers to convert at any point they decide to, you can increase the likelihood of them taking action. Whether it is to call, buy, email, download, or visit your store, you should aim to seduce them throughout their customer journey by flashing the CTA whenever and wherever you can. This can be accomplished through a variety of tactics such as using pop-ups, banner ads, and prominent buttons to encourage customers to take action. Ultimately, the key is to make the conversion process as simple and intuitive as possible, so customers don’t have to work hard to complete their desired action. By doing so, you can improve your conversion rates and drive more revenue for your business.
12. Answer Expected Questions
On your landing page, when selling something, don’t wait for consumers to ask “expected” questions. Address them head-on.
✅ Apple: Privacy. That’s iPhone.
✅ Verizon: Looking for Speed? That’s why we built Fios.
✅ Lexus: Affordable Luxury.
13. Get Rid of “Learn More”
To create a more engaging and persuasive call-to-action, consider using action-driven phrases such as “upgrade,” “explore,” and “discover” instead of generic phrases like “learn more.” By using these types of phrases, you can create a sense of excitement and urgency that can motivate potential customers to take action. Additionally, action-driven phrases can help customers understand the benefits of your product or service and encourage them to explore your offerings further. Overall, using action-driven phrases can be an effective way to improve your call-to-action and increase conversions.
❌ Learn more
✅ Upgrade your car
❌ Learn more
✅ Discover your real power
❌ Learn more
✅ Get fit
14. Be Quantifyingly Better
Give concrete examples to support your claims of superiority over other brands. Be more specific by providing measurable data or statistics that illustrate your product’s unique features or benefits. Base your claims on facts to establish credibility and trust with potential customers. Moreover, by providing concrete examples and quantifiable data, you can create a clear and compelling case for why your product is superior to others on the market. Additionally, making it easier for customers to envision how your product will benefit them can help to build trust and increase the likelihood of a successful sale.
❌ Affordable remodeling
✅ Our customers on average save 25% when they go with us.
❌ Quick turnover
✅ 2 days faster delivery
❌ Durable tires
✅ Drive our tires 6 months more
15. Don’t Show Tools. Show Results.
In short, sell outcome instead of stating features.
❌ We have 15.6 mp camera
✅ Shot on iPhoneX (pic)
❌ We eliminate the hassle in moving
✅ Picture of a happy family moving
❌ Injury lawyers at best
✅ We saved 97% for our clients
16. Reduce the Risk for Consumers to Help Them Buy
To make customers feel more comfortable with trying out your brand, offer them:
✅ A Warranty
✅ Or First month free
✅Get free trials, that you can cancel anytime
Moreover, when you present these options, you’re giving potential customers the freedom to commit on their own terms, which can help build trust and confidence in your brand. Furthermore, taking a strategic approach to customer engagement can have multiple benefits. At the same time, you’re buying the time needed to convince them to convert by providing them with valuable information and addressing their concerns. By offering a range of options and taking a customer-centric approach, you can create a positive user experience that ultimately leads to more conversions. Additionally, by fostering customer loyalty and generating positive word-of-mouth, you can enhance your brand’s reputation and create a virtuous cycle of growth. This can result in increased brand awareness, higher customer retention rates, and a steady stream of new business from referrals.
