The Formula for a Landing Page that Converts

March 23, 2017

For a high converting landing page, incorporate these essential elements.

You’ve already got a well-designed, effective website with a contact us page and clear content. At first glance, it may seem unnecessary to create one or many landing pages when you have already put so much time and effort into the main site. However, landing pages are in invaluable tool that increase conversions and generate leads.

Landing pages put you in control of the content your viewer sees first and can simplify decisions for them. They are designed to coax the viewer into a given action, one that has value to your company. While every landing page needs to be unique to its goal, the elements below are must-have components in the formula for a landing page that converts.

Clear Objective

This part of the equation happens before the landing page goes into production. Answer the following questions:

  • What do you want the viewer to know about your business or product?
  • What makes your product or service meaningfully unique?
  • Who is your target audience?
  • What pain point can your product or service address for the viewer?
  • What type of conversion is valuable to your business?

Once you have answered these questions, you are well on your way to creating a few of the most important pieces of your landing page, including an attention-grabbing headline and explanatory subheading. Both components are short, and concise, but need to pack a punch. By answering the questions above, you know exactly who you’re talking to and what you want to tell them. The headline and subheading will follow naturally.

Concise Content

You’ve heard it before: Keep it simple. Make sure that your text matches your ad copy so that when viewers reach the landing page, they aren’t left wondering where they can find the content they were promised.

Where possible, use bulleted lists to present product and services features and key touch points. Use short blurbs or customer testimonials to explain what sets you apart from the competition and use strong calls to action to push the viewer into action.

Engaging Images

The brain processes images 60,000 times faster than it does text. Armed with this knowledge, there is no way that you can ignore the power of an appropriate image. Of course, this doesn’t mean that just any pleasing image will help you accomplish your goals. The image needs to be relevant to your product or service and tell a story.

If you are selling a product, then at least one of the images needs to feature the product. Get a professional photographer to take pictures of your product. A professional will be able to stage your product in a way that speaks to your target audience. If a model is needed, a professional photographer will know where to find a model that will make your images feel natural rather than forced. Simply taking a picture of a family member using the product will not cut it and may actually turn a viewer off from your product.

Simple Form

Resist the temptation to collect every conceivable scrap of information from a prospective customer. If you have taken the time to plan your campaign, you will know exactly what you need to ask your leads in order to convert them into a customer. You will know if a phone number or email address will help you accomplish your end goal.

Including too many fields and questions will intimidate viewers and make them feel like you are being intrusive. They may decide that the effort is not worth what you are offering and abandon the page.

Compelling Offer

Everyone loves getting something for free. We feel a sense of triumph when we receive something of value for minimal effort. If you can offer something of value to the viewer, the greater the chance that you will get what you want from them in return.

If the offer is compelling enough, you can expect to get the added bonus of word-of-mouth advertising. Prompt the viewer to share the freebie so their friends can benefit, too. The viewer gets to look knowledgeable and generous to friends and you get a free endorsement. It’s a win-win.

When you add up all the components above, the sum is a landing page that is built to convert. If any of these steps feel daunting, we’re here to help. Our team is ready to learn the ins and outs of your business to get to the heart of your goals and design a marketing program to help you reach them.