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.