The Art of the Landing Page

Creating landing pages that convert:

If there’s one thing I’ve seen small business owners struggling with, it’s this: perfecting the art of creating a landing page that actually converts. A landing page for a product or service is usually one of the first interactions a consumer has with your brand. While your brand’s identity doesn’t hinge on one website page, it’s an important part of the member journey. Not only does a landing page give more information on your product, service, mission, story, or general information about the brand, it should also answer one key question for any visitor: how can this product or service help me? 

Here, we’ll dive into all things landing pages, from creating a landing page that converts, to best practices for your landing page, and more. Let’s learn how to better level up your site for real growth this Q2 and beyond. 

The basic building blocks of a landing page

While it’s true that landing pages can vary wildly based on a brand’s product, tone, goals, or audience, every successful landing page has a few building blocks that create a seamless member journey, show the potential consumer why the product or service will improve their lives, and make it easy for an audience to take the next step, whether that’s adding a product to a cart, learning more, or signing up for a newsletter. 

As a starting point, a landing page should start with an eye-catching header that has both a benefits-focused headline and an image that pairs with that statement. Instead of describing your product or service, the headline should tell the visitors more about how you’ll benefit their lives. When crafting a headline, ask yourself: Does this show the consumer why my product is beneficial? Does it speak to how the customer will feel after using my product? Is it too heavily focused on describing what the product is? 

After an eye-catching header, your landing page should then have a clear, easy-to-follow description of your product or service. Make it as simple as possible. Don’t lose any potential consumers over technical jargon or unnecessary details. Challenge yourself to complete this part in three sentences or fewer. 

Another great thing to add to a landing page is social proof. If you have any stellar reviews or happy customers, this is the place to show the world that your product or service really makes a difference – and you have the testimony to back it up. If you have any compelling before-and-after photos, this would also be a great opportunity to put your brand’s best foot forward. 

Last, but definitely not least, a good landing page will have a clear call to action (CTA) that directs your consumers exactly where to go next. There should be no issues finding the CTA and being able to determine the next part of the consumer journey. 

Now that you have the basics of your landing page, let’s talk about best practices to boost conversions and make an impact on your company. 

Landing page best practices

If you’ve ever visited a great landing page, you know the feeling of being compelled to try a product or service just because you think it’ll make your life better in some way – it’s really that simple. While it can be tempting to create a landing page focused on describing your product or service, it’s best to focus on the consumer and lead with a benefits-focused approach. 

For example, let’s imagine that you have a supplement company that creates vitamin packs. Instead of a headline that simply describes your product, such as “A variety of vitamins in one pack,” consider how much more compelling it would be to write something that shows your visitors exactly how your product helps their lives with copy like, “Personalized vitamins to optimize your everyday performance,” or “Feel less tired with this personalized vitamin pack.” It’s all about messaging and showing potential consumers why they should choose your product. 

Another best practice for any great landing page is to make it easy to understand. Simplify any language, messaging, images, and headlines so that your consumers know exactly what you do and how to purchase it. Less is usually more. 

While underrated, there’s one piece of optimizing your landing page for better conversions that often goes ignored: perfecting your CTA. Generic CTAs like “Buy Now” or “Purchase Today” aren’t the most helpful or convincing to your audience. Instead, think of the next logical step in your consumer journey and revolve your CTA around that, whether it’s watching a demo, reading testimonials, or learning more about the product. 

Lastly, remember to measure the success of your landing page by looking at the data. Where are people clicking? Where are people scrolling through? Is there any copy or design that draws more attention? A/B testing certain headlines, headers, social proof, and CTAs can be a great way to hone in on your messaging and craft a landing page that truly speaks to your consumers. 

Conclusion 

A landing page can be a great way to convert potential customers and build a trusting relationship with your audience – but only if done correctly. When creating your landing page, remember to include a benefits-focused header, simple product descriptions, and clear CTAs. Focus on how your product or service can help your consumers, and don’t forget to test various versions. A highly-converting landing page can be a lot of work – but also reap a lot of benefits for your brand in the long run.