Do you want to generate more leads and attract more customers on your website? Then, creating a landing page is certainly the way to go.
Nowadays, landing pages have been used by companies and customers in their marketing and promotional strategies. However, some are more successful than others in this exercise.
Indeed, in my copywriting career, I’ve noticed astonishing things. For example, I’ve noticed that a simple page with a well-crafted and emotional text had a 5% conversion rate. On the other hand, the most beautiful and sophisticated landing page only had a 2% conversion rate!
How can you use the most of landing pages to reach your marketing and sales goals? This article will give you tips on how to craft your best landing pages ever.
What is a landing page?
A landing page is a dedicated page on your website where you enable your visitors to proactively contact you online. It is designed to capture some information that will be useful for your marketing campaigns in the future, such as names and email addresses.
A landing page can have many objectives and specific call-to-actions, such as:
- Opt-in to your mailing list
- Subscribe to your RSS feeds or your newsletters
- Download a free report
- Purchase products online
- Book an appointment
- Register for a webinar
Why are landing pages useful for marketers and companies?
Landing pages have been used by companies and marketers because it’s the fastest and safest way to capture customer information, and to build a long-lasting relationship with them.
Indeed, companies which have 10 to 15 landing pages increase their leads by 55%, and those with more than 40 landing pages have 12 times as many leads as companies with 5 or fewer landing pages.
Moreover, good landing pages have an average conversion rate of 4.2%, though it can change depending on the industry.
For instance, according to Unbounce, landing pages in the catering industry have the highest conversion rate (15.6%). On the contrary, landing page in the medical industry only have a 6% conversion rate.
Tip #1: Craft your headline carefully
Remember that you sell your product at 80% with your headline.
Therefore, your headline must follow these characteristics:
- arouse curiosity and/or a powerful emotion
- make a powerful promise
- grab the reader’s attention
- solve the reader’s problem
Tip #2: Convince your reader that your product can solve his/her problem
For this, you can underline his/her problems and show how your product or free report can help. Your landing page must convince your visitor that it can solve his/her problem now. It shouldn’t encourage your audience to navigate your website. You must give him/her no choice but respond to your offer.
Tip #3: A conversational style is essential
You are a human being addressing other human beings. And your landing page should reflect that. Don’t make your landing page to be bland and neutral. You want real people to execute an action your desire. You’ll get to nothing if you use a bland speech.
Imagine that you sell your product face-to-face to a customer with a neutral and informational tone. Do you believe that he/she will buy from you? Of course not. Well, you must do the same thing with your landing page.
Tip #4: Stress the features and benefits of your product
If you sell a product, you must stress its main benefits and features to the visitor. If you highlight a free report, then you must underline the highlights of the content, as well as its benefits for the reader.
You can do that by using short and easy-to-red bullet points. Indeed, studies have shown that the use of bullets to describe benefits can increase conversion rates, especially for download requests.
Tip #5: Testimonials are your best friends
Don’t be afraid to use lots of testimonials, as they build your credibility and overcome the skepticism of the visitor. However, if your free report is new, wait until you have built an audience and ask for testimonials. You can update your landing page later.
Tip #6: Stress the lack of obligation in your landing page
If you use your landing page to sell products to your audience, then make sure that you state a clear and unequivocal money-back guarantee on your page.
However, if your landing page is about generating leads, then take another approach. Don’t forget to stress that your offer is totally free. You can even underline that there’s no obligation to buy anything from your company at this stage.
Tip #7: Keep your landing page current
The more your landing page is in line with the current events, the better. Don’t hesitate to update your landing page periodically to reflect the current economic and business trends, especially in your sector.
Thus, you will show your visitor what’s happening in your area of expertise and that you are always up to date.
Tip #8: Make the most of your visuals
The human brain processes images 60,000 times faster than text. Therefore, don’t forget to use images in your landing page to make it more attractive and fun!
Tip #9: Have a mobile-friendly landing page
Did you know that mobile traffic accounts for 55% of the whole Internet traffic? That’s why you must ensure that your landing page are pixel-perfect on your mobile devices as well. Many landing page builders have mobile and desktop views, so you can check them before publishing.
Examples of relevant landing page builders are Hubspot, Unbounce, or Mailchimp.
Do you want to create your best landing pages? Contact me!
Hi there,
Thanks for the tips and the informative article, the advice contained herein is really useful. Really useful to see some stats as well!
I think the advice about keeping your landing page current is really important, it is a real turn off if you can see that the page is out of date or hasn’t been updated for ages.
And making sure it mobile friendly is really important!
Thanks again,
Bren
you’re welcome!
Hey, hey,
Great information, I’m actually researching how to get more people into my site since it seems I’m not getting too many clicks after people make it to my home page. I guess my problem is I don’t have a Landing Page haha, just a list of articles and maybe that is not working for my purposes. I’m glad I ran into this post, will certainly try these tips, thank you so much.
You’re welcome!
Thanks for these tips on writing effective landing pages.
After more than 6 months of working on my website, As I gained more insight into the benefits of adding a landing page, I decided it was time to include one in my affiliate marketing website. But since it was my first time creating one, it looked very basic and did not have most of your recommendations such as tips number 4 and 5.
Although I had a number of sign-ups, my conversion rate was very low. I was wondering what was it that I’d been doing wrong and now I know.
I will go back and do a major edit on my landing page. I will also add testimonials because I’ve been hearing from other affiliate marketers that the success stories of other customers will convince people that what we’re offering is legit.
Thanks for sharing !
Hi
Thanks for sharing this post . Your post is very informative and useful. It highlights the key points for the perfect landing page. Do the colour theme also plays an important role for any landing page?
I am looking forward for your more posts and useful articles.
Keep up the good work!
Thanks
Regards
Mrs SJ
Yes you must choose the right color in line with your chart
This article is full of great information. It is easy to read and understand. There is great information in here for newbies who do not even know what landing pages are.
Split testing is interesting. It is also interesting that sometimes the landing pages that you drive yourself crazy about can get less traction than those where you are more to the point and not so much about the look.
I think many people just think about PC more than the mobile and perhaps even forget to make sure it´s adjusted to mobile.
Thanks for sharing.
You’re welcome Dana!
I am at the stage in my website development where adding a landing page and creating social networks will be very important. I am still trying to determine the best way to do this for my particular site. How do I get people to realize that I can help them to formulate a great personalized gift for a wedding or another special occasion? I need to come up with my super offer that people will buy into. Your article provides many suggestions that are helpful but I think I must really focus on my offer so that I can attract the interest that I need.
If you need adoucie contact me through my contact page
Very informative article with very good points on how to write a good lander so it compels others to take action on what the landers main focus is. Lets not forget that every lander should be the “end point” after your viewer has either “opted in” whether via email, video, social, etc., when compelled to do so from a piece of previous content. It all should go in sync. The lander must always deliver on the promise.
Exactly!
Thank you for these wonderful tips on writing and designing a landing page. This is something I have been meaning to do for a while but have never taken action and I am going to use this post as my ‘action taker.’
What is your opinion of putting a video on your landing page. I see a lot of marketers do this but people don’t always stay when they see a video and I admit I am one of them.
Some say that video is the most seen medium but I wouldn’t recommend it on a landing page…Why not on the welcome page of your website…
I’ve been working on building my website for several months, but people have told me I should add a landing page. So I’ve been researching ways to go about doing that. Now that I’ve read your advice, it all makes more sense. You’ve listed some really helpful tips when creating a landing page that I will definitely take into consideration. I think you’re spot on in mentioning the conversational style and need for mobile-free pages, too. Thanks for sharing these great ideas!
You’re welcome!
Thank you for the educational and informative article. Your advice is very good. Keeping your landing page current and showing your testimonials, I feel, is really important. Good testimonials are a plus. A mobile friendly page is another important thing to have, since some people only use their phones. Again, thanks for the good article.
You’re welcome!
Thank you for sharing these writing advice for landing pages.
Your post is incredibly helpful and educational.
It emphasizes the essential components of the ideal landing page. Do you think the headline is the most important when it comes to a landing page?
I anticipate reading more of your blogs and informative articles.
Great information.
I’m looking for ways to increase traffic to my website because it seems I’m not receiving many clicks after they arrive at my home page. I suppose my issue is that I don’t have a landing page, just a collection of articles, and perhaps it is ineffective for my objectives.
I’m glad I came across your article; I’ll definitely give these suggestions a try.
Thanks!
Thanks for sharing the perspective on generating lead via landing page. It is very important for me as a blogger.
My always thought that a simple page with a binding, or what you called emotional text, would be more useful to generate lead- and now the statistics says so!
Is having multiple landing page good for a blogging site as well?
Also, will updating my landing page frequently not effect my Google rank?
Thanks for such great tips though. Look forward to learn more from you.
Regards,
Rohit
You’re welcome!