How to Create Compelling Landing Pages that Convert?
Best Practices for Driving Conversions and Sales
A compelling landing page is often the difference between a bounce and a conversion. Whether you’re promoting a product, offering a service, or running a special campaign, your landing page serves as the final step in guiding potential customers to take the desired action. But what makes landing pages truly effective in driving conversions and sales?
In this blog, we’ll explore best practices for designing landing pages that not only capture attention but also compel visitors to act.
1. Define a Clear Goal
The first step in designing an effective landing page is defining a clear, singular goal. Every landing page should be designed with a specific action in mind, whether it’s signing up for a newsletter, making a purchase, or downloading a free resource. Focusing on one goal avoids overwhelming visitors with too many options and helps improve the page’s effectiveness.
– Best Practice: Avoid multiple CTAs or goals on a single page. Instead, choose one action to focus on. For example, if your goal is to drive sales, design the page to lead the visitor toward making a purchase, not just learning about the product.
– Why It Works: A focused goal ensures the landing page is streamlined, preventing confusion and increasing the likelihood that visitors will take action.
2. Create Attention-Grabbing Headlines
Your headline is the first thing visitors will see when they land on your page, and it can make or break the conversion process. A strong headline captures attention and immediately communicates the value of your offer.
– Best Practice: Make sure your headline is clear, concise, and directly aligned with the visitor’s needs or pain points. Use compelling language that speaks to the benefits of your product or service, not just the features.
– Example: Instead of “Buy Our Software,” try “Boost Your Productivity with Our Easy-to-Use Software.”
– Why It Works: A headline that resonates with the visitor’s needs or desires helps grab attention and encourages them to continue engaging with the page.
3. Use Persuasive Subheadings
Subheadings are the second-most important part of your landing page. Once the headline catches a visitor’s attention, the subheading further elaborates on the value of your offer and supports the headline by addressing specific concerns.
– Best Practice: Use subheadings to clarify the offer, provide additional context, and offer a sense of urgency or scarcity if applicable. Subheadings should complement the headline and expand on the promise made in the headline.
– Example: If your headline promises a product boost, the subheading could read: “Start seeing results within 30 days or your money back.”
– Why It Works: Subheadings reinforce your value proposition and keep visitors engaged, making them more likely to proceed down the page and take action.
4. Keep the Design Clean and Simple
When it comes to landing page design, simplicity is key. A clean, straightforward layout ensures that visitors can quickly understand the offer and are not distracted by unnecessary elements. Every design choice should support the goal of guiding visitors toward the conversion action.
– Best Practice: Limit the use of colours and fonts to keep the page looking organised and professional. Use ample white space around text and buttons to make the content easy to read and digest.
– Why It Works: A clutter-free design reduces friction and ensures that the focus remains on the CTA and the primary message of the page, leading to higher conversion rates.
5. Use High-Quality Visuals
Visual elements—such as images, videos, and graphics—play a crucial role in landing page design. They can help communicate the value of your product or service, demonstrate how it works, or establish trust with your audience.
– Best Practice: Use high-quality, relevant images that reflect your brand’s message and resonate with your audience. If possible, include product demos or customer testimonials to build credibility.
– Example: For an e-commerce landing page, show your product in action rather than just a static image. For a service-based page, include a short video explaining how your service solves a specific problem.
– Why It Works: Visuals make the page more engaging, help explain your offer, and build trust—crucial factors that encourage visitors to take action.
6. Write Persuasive Copy
The copy on your landing page should be concise, compelling, and focused on the visitor’s needs. Use language that emphasises benefits over features, and make sure your copy addresses common pain points or objections.
– Best Practice: Use short paragraphs, bullet points, and bold text to break up content and make it easy to scan. Focus on what visitors will gain from taking the desired action rather than just listing product features.
– Example: Instead of “Our software has a built-in calendar,” write “Organise your schedule effortlessly with our intuitive calendar feature.”
– Why It Works: Persuasive copy helps visitors understand why they should care and why your offer is the solution they’ve been looking for. When you speak directly to their needs, they are more likely to convert.
7. Incorporate Social Proof
Social proof—such as customer testimonials, reviews, and case studies—can greatly influence purchasing decisions. People are more likely to trust your offer if they see others have had positive experiences with your product or service.
– Best Practice: Feature customer testimonials or reviews prominently on your landing page. You can also showcase any press mentions or certifications that build credibility.
– Why It Works: Social proof reduces uncertainty and builds trust, which are key factors in converting visitors into customers.
8. Craft a Strong, Clear Call-to-Action (CTA)
The CTA is the focal point of your landing page. It’s the action you want visitors to take, whether it’s purchasing a product, signing up for a webinar, or downloading an ebook. A strong CTA should be impossible to miss and clearly convey the value of taking action.
– Best Practice: Make your CTA buttons stand out by using contrasting colours and action-oriented language. Use verbs that convey urgency or benefit, such as “Get Started Now,” “Claim Your Free Trial,” or “Shop Now.”
– Example: Instead of a generic “Submit” button, use something like “Get My Free Trial” or “Unlock Your Discount.”
– Why It Works: A clear and compelling CTA directs the visitor’s next step and reduces ambiguity, making it easier for them to act.
9. Optimise for Mobile
With more people accessing the internet on mobile devices, it’s essential that your landing page is mobile-friendly. A poor mobile experience can significantly reduce your conversion rates, as users are likely to bounce off pages that are hard to navigate on smaller screens.
– Best Practice: Ensure that your landing page is responsive, meaning it adjusts its layout depending on the device it’s viewed on. Keep navigation simple and make sure your CTA is easy to click on mobile devices.
– Why It Works: A mobile-optimised landing page ensures that all visitors, regardless of device, can easily access and convert on your page.
10. Test and Optimise
Even the best-designed landing pages can be improved over time. Regular testing and optimization are key to improving conversion rates.
– Best Practice: Conduct A/B tests on elements like headlines, CTAs, images, and copy. Use tools like Google Optimise or Unbounce to test different variations of your page and analyse which versions convert best.
– Why It Works: A/B testing allows you to continually refine your landing page based on real user behaviour, leading to higher conversions over time.
Conclusion: Turning Visitors into Conversions
Remember, your landing page should have one primary goal—whether it’s making a sale, generating a lead, or getting a sign-up. With the best practices outlined above, you’ll be equipped to create landing pages that capture attention, guide users seamlessly toward the desired action, and ultimately drive better results for your business.
At Lauren Design Studio, we specialise in crafting high-converting landing pages that drive tangible results. Whether you need help with design, copywriting, or optimization, we’re here to ensure your landing pages work as hard as they can for your business. Contact us for website related queries!
