5 Steps to Create a High Converting Landing Page

Landing pages are often incredibly misunderstood. They are more than just a homepage, and they need to do more than just look good. The goal of a landing page is to follow through with the promise of any marketing campaign and to boost organic visibility and engagement.

Pay for a keywordKeywords are the words and phrases that potential customers might search for to find your business. on AdWords, and you need a stellar landing page that promises everything the user is searching for. That is how you turn a click into a sale or subscription.

A poorly crafted landing page will only result in a high bounce rateBounce rate is the percentage of visitors to a website who visit only one page. A high bounce rate indicates that visitors are not satisfied with your website. and do nothing for your brand. Creating an effective one, however, requires you to follow five key steps and know what elements your landing page needs to become a success:

What is a Landing Page?

A landing page can be your home page, but it also doesn’t have to be. It is the page you send people to through different channels, from marketing to PR to SEO. A well-constructed landing page is one that is going to increase conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates on your page.

The goal of each landing page is going to be unique because your goal for that landing page is unique. You may want people to explore your website, and you might want to increase sales or advertise an event. Though each landing page will need to be different, there are a few key characteristics that all successful landing pages have in common.

Why Put Effort Into Designing Effective Landing Pages?

When you put effort into creating custom landing pages, you get more bang for your buck when it comes to marketing, especially with PPC campaigns like AdWords. Landing pages are easy to digest, effective and compelling, and can even be used to increase sales, awareness, and your reputation.

 How to Create a High Converting Landing Page

When it comes to deciding how to create a high converting landing page, there are a few steps to take note of.

1.    Have a Clear Goal in Mind

Each landing page needs to have one single, actionable goal. That goal can be to boost sales or to get people to RSVP to an event. Choose one goal and one goal only.

2.    Think of a Problem/Solution Format and Stick with It

When you have a goal, it’s a good idea to frame it around a problem/solution template. With a product, for example, you’ll want to decide on the common problem people may have in their lives and how your product solves that problem.

3.    Conduct Keyword ResearchKeyword research helps websites unearth the best keywords to drive traffic and visibility. This research is supported by a number of powerful web-based tools, the best of which we’ve listed here.

Keyword research is very important. You can start with a keyword research tool, or by looking at reviews. Reviews in particular will give you more insight into how your customers relate to the product, service, or company. You’ll gain great keyword insights and understand what content needs to be on your landing page for it to resonate with your customers.

4.    Create a Page that Contains These Elements

A successful landing page has at least ten of these elements.

An Effective and Compelling Headline

An effective headline is going to be key in grabbing visitors’ attention. It should be short, bold, and in big letters. It should also be the first thing that visitors see when they access your landing page, and typically should be accompanied by a great image and a compelling sub-header.

How to Make that Compelling Sub-Header

A sub-header should be located within close proximity to the headline. It needs to clarify what your brand and landing page is about. On a landing page, it will tell visitors that your page has the information, product, or service that they are looking for.

Taking and Choosing Engaging Imagery

Use high-quality images that are relevant to your site and, if you can, try to avoid stock photography. Using images you have taken or have had taken will convey your authenticity.

The Reason for Your Page Should Be Clear

It should be obvious from the second the site loads what your page is about and what your goal is. This will give visitors the assurance that they are in the right place, especially if you invest in intent-based keywords.

Highlight Trust Signals

Trust signals include:

• Reviews
• Awards
• Memberships
• Certifications
• Client Logos

Showcase these trust signals naturally on your page to assure new visitors your brand is trustworthy and worth their time or money.

Offer a Guarantee to Secure the Deal

Guarantees are hugely popular because customers don’t like trusting new brands. Build customer loyalty and spread the word with guarantees on their satisfaction.

Add a Call to Action

You have a goal for your landing page, now turn that goal into a call to action. Buttons are the most popular, so create a short CTA and place it within a large, high-contrasting button in a natural space on your page.

Polish it With Multimedia Elements

Video is huge, and will only continue to grow. Add video and interactive elements to your landing page for a more engaging site that customers will spend time on.

5.    Use Your Landing Page as Key Point with Your Marketing

Your landing page needs to be the final destination for every marketing strategy you have. Create the landing page with the marketing strategy in mind, and you will see a higher conversion rateA conversion rate is the percentage of visitors that take a desired action on your site..