Every Landing Page is different - like every person who lands on it.
Because different campaigns feature different offers, talk to different audiences and have different conversion objectives there’s no single golden rule to follow when building a high converting Landing Page.
There are however seven universal truths that will set you up for success when creating a Landing Page for your campaign.
Landing Page - what is it and how is it different from your Home Page?
Your Landing Page has one job - to convert visitors into customers (if you’re an e-commerce store) or users (if you’re an app). That in turn contributes to reaching your marketing and business growth goals.
Sounds pretty simple, but the reality is different.
A Landing Page is focused on a single action that the visitor can take - which is your main conversion metric, for example: app download, email subscription or purchase. A Landing Page can be a page specifically created for your campaign, offer or new product launch or it can be a version of your Home Page leading to only one action (a conversion optimised Home Page, but that’s a slightly different subject).
It all comes down to how the visitors find your page, through paid advertising like PPC, Facebook Ads, or organically through Google search, etc.
Before you start creating your Landing Page, you need to define what you want it to accomplish. Do you want to increase the downloads of your app? Is it an email list you're looking to grow? Or are you looking to sell a product?
With the conversion objective set, we can now move onto creating a high-converting Landing Page.
What makes a high-converting landing page?
1. One Message. One Offer. One Audience.
If you’re using multiple channels to drive the traffic to your site (ex. PPC, Facebook Ads, Instagram Stories, etc), it’s important to have a clear message that is aligned with the audience. A visitor coming onto the page from a Facebook Ad has a different mindset than the one coming from a Display or Search Ad.
2. One Header, One Subheader & Three Benefits
Your visitor has a split second to make a decision whether the page they landed on is relevant to them or not.
Use the content above the fold - the Header & the Subheader - to communicate a clear value proposition followed by listing of Three Benefits your visitor is gaining (use images & text for the latter). The key here is to use a very clear and simple language that the audience can easily relate to and understand.
Pro tip: a sweet spot for the word count in the Header is 10 words according to Neil Patel.
3. One CTA
Call To Action: the one action you want the visitors of your Landing Page to take. It’s your primary conversion metric.
The digital space is distracting, so make the action you want them to take on the page clear and simple. There should be only one Call To Action through the site - meaning, the visitor can take only one action (there can be multiple CTA buttons that prompt that same action though, for example one in the Hero section, other at the end of the page).
The copy and placement of the CTA can be a “make or break” situation for your Landing Page. From the copy perspective, make sure to tie it back to your offering. In fact, the copy of your CTA is the most significant copy on your entire Landing Page.
From the design perspective, make sure you place your first CTA above the fold.
You need to make sure the design of the button is visually appealing to your target audience and has contrast to the rest of the colours on the page.
Remember: buttons do work, people do recogniser them and know that they need to be clicked (if designed properly) but making them stand out by the use of colour and framing is the trick.
4. Zero Distractions
Remove all secondary links.
Remove the navigation & the footer.
Focus on the one action you want your visitor to take.
5. Social Proof
The visitors that come onto your page are much more likely to convert if they can see others have done so and have been happy with the results.
The Social Proof can be your customer’s testimonials, reviews (trustpilot, app or google store), partner logos or “featured in” mentions.
6. Look & Feel + Visual Hierarchy
Visual content is a must for a high converting Landing Page - our brains process images 60,000 times faster than text!
Start with a Strong Hero Shot and supporting imagery. The primary image or video on the Landing Page needs to be placed above the fold (needless to say, the images or videos need to be relevant to your offer - if you’re promoting a product, show it! If it’s a new offer to join your app, make sure the images are attention-grabbing and relevant to the visitor).
This is where you make your first impression and communicate the core message. Make sure that the compositions of your visuals are very clearly leading the eye to your “holy grail” - the CTA button on your Landing Page. One of the biggest fails is having a distracting or low quality image that just confuses the heck out of everyone.
7. Brand Coherence & Ad Scent
Your Landing Page has to be in line with your brand (check your brand guidelines for references for typeface use, colour applications etc).
Follow the Ad Scent - meaning the Landing Page has to talk about and look like the ad that the visitor clicked on.
8. Bonus. Test & Gather Data
Finally, here’s the cherry on the cake! Create multiple versions of your Landing Page and test the messaging, visuals & copy/placement/colour of the CTAs to find the winner and keep the insights for the future. You want to really understand what works with PPC and what works with Facebook Ads or organic traffic. (spoiler alert, in most cases they all will be slightly different...or will they?).
Landing Pages are a great opportunity for you to move the visors further down your funnel but you only have a limited time to make a good first impression. Make it easy for the visitor to choose whether they connect with your offer or not. Use clear messaging, visuals and layouts.
The conversion rates are actually influenced by many factors outside of the Landing page like the traffic quality (good or poorly targeted ads) so check the average conversion rates in your industry to make sure you are comparing yourself to data that is realistic.