Landing pages design are critical if you want to increase your visitor conversion rates.

What is a landing page and why should I care?

A landing page is a web page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. 

Modern marketers capture the visitor’s contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.

A great landing page is focused on a particular type of traffic. This traffic might be from an email campaign that’s promoting a white paper.

Because the web page is targeting just people who are interested in this white paper, and because this white paper has exclusive information that speaks to on a topic your audience cares about. You can convert a higher percentage of your website visitors into leads whom you can then follow up with.

61% of companies run 5 or fewer landing page tests per month. Click To Tweet

You might think that your landing pages are just like any other page on your website and that you need to follow the same rules to optimize them – but that’s not quite right. Unlike the rest of your website, your landing pages are specifically designed to capture leads or even directly sell products.

Moreover, a landing page is often the only page your visitors will see on your website, so if it’s not well optimized, you’re just wasting your traffic and missing the opportunity to convert your website visitors into customers.


What are landing pages used for?

landing page design
Canva

Landing pages, also known as lead capture pages or squeeze pages, are useful because they provide information directly related to the advertisement selected by the viewer.

Clients typically arrive on a landing page by following links from a variety of social media, email, and search engine optimized advertising campaigns.

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How to create a landing page

If you’re so inclined, there are plenty of great reasons to create your own landing pages from scratch. Here’s how to do it.

  1. Start With Landing Page Design
  2. Write the Copy
  3. Give Visitors Options, But Limit Those Options
  4. Start Building Landing Pages
  5. Use multi-variant testing, A/B test two landing pages
  6. Publish the winning design

What is a good conversion rate?

So, the main goal of a landing page is to create conversions. But how do you even determine if your conversion rate is good or not?

First of all, let’s take a look at some stats. According to WordStream, the average landing page conversion rate is 2.35%. However, this number alone isn’t enough to determine the performance of your landing page.

While on average, landing pages are converting at 2.35%, the top performing 25% are converting at 5.31% or higher. And if you want to get to the top 10% it goes up to 11.45% or higher.

What you also need to understand is that conversion rates vary among different industries. You might take a look at your numbers and think that you’re doing quite well, while in reality, your competitors are much better off. So, the conversion rates will depend on your competition, your consumers’ behavior, as well as the type of product your putting on the table.

Also, the success of your landing page depends on your goals. Typically, you’d want to convince your visitors to take one of these actions:

  • Purchase your product
  • Sign up for your newsletter
  • Sign up for a free trial
  • Fill out a form to contact the sales team

Depending on your goal, you can expect to have a different conversion rate. For example, people are more likely to sign up for a newsletter or a free trial than to actually purchase a product, as it doesn’t require spending money.

Customer journey analysis to improve conversion rate is in the game plan of 60% of online marketers. Click To Tweet

Best practices for Landing Pages Design

Now, let’s go over some of the best practices for creating a highly converting landing page.

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Keep it simple

When designing your landing page, you should aim for simplicity both in terms of aesthetics and in terms of content. Make sure to eliminate all the unnecessary elements that could potentially distract your visitors.

For example, you can get rid of the website navigation – your goal is not to make your web page visitors scrolling through your website, but to convince them to take a particular action.

By sticking to clear and simple design, you’ll get rid of visual clutter – this will allow you to focus on grabbing the attention and let your CTA shine. 

Keep it clear and concise

When it comes to your landing page copy, you should try to keep it clear and concise. People have short attention spans, so content that’s short but catchy is the most likely to get your landing page noticed.

Try to get straight to the point and clearly show what the page is about. Short and compact pages are easier to read and leave more room for a CTA. Also, if they have to scroll too much, your visitors might just give up and leave your website.

If, however, your landing page needs to be longer, keep the most important stuff “above the fold”. Adopted from print media, this term refers to the upper half of the newspaper where important headlines are usually located, while on websites, it refers to the portion of a page that is visible when it first loads, so try to include all of the most important information on this part of your landing page.

Headings and subheadings and your landing pages

a/b testing
Canva

When you’re trying to use as little words as possible, it is essential to make every one of them count. You need to find a way to quickly grab the attention of your visitors and lure them in to keep reading and ultimately, take action.

The best way to achieve this is by using headings and subheadings. Keep your headings short and catchy and your subheadings clear and informative, but not too revealing – the goal is to make your visitors want to keep reading, after all.

They’ll allow you to strategically organize your web page and show your visitors exactly what they can expect to find on the page, even at first glance.

Choose the right colors

Another way to attract attention is by using colors. The psychology of colors has always been used in marketing and it’s proven to be highly effective, so why not implement it in your web page design.

Use bright and contrasting colors to highlight the most important elements of your page. Just don’t forget about white space as well. Bold design is best used for CTA, while the rest of your page should be clean and calming. 

Also, keep in mind that you should still try to be consistent and keep the color scheme in line with your brand’s visual identity.

A/B testing

A B Testing
Matrix Marketing Group

Running an A/B split test is a great way to figure out what your website visitors respond best to. This means that you need to create two different versions of the landing page and track which one performs better.

Trying out different design options might seem like a waste of time and resources, but it allows you to create a landing page that’s proven to work on your visitors and that’ll ultimately make it worth the investment.

Besides, designing your own landing page has never been easier, no matter which platform you’re using. There are various user-friendly tools and plugins that can help you easily eliminate and add elements in order to create the perfect formula.

For example, plugins such as OptimizePress for WordPress can help you create and optimize your landing page and get a good ROI from the money you’ve invested in promoting it.

Once you’ve set up your landing pages, track the results to see which is performing the best. When you have enough data on your hands, you can choose the best performing version and bring out the big guns to promote it.

Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages. Click To Tweet

Clear CTA

The call-to-action is by far the most important element of a landing page. While other elements are there to spark interest and grab the attention of your visitors, the main goal of CTA is to convince your visitors to take the desired action.

As such, it should be a focal point of your landing page. You need to make sure that your CTA button is clearly visible and highlighted with attention-grabbing colors and design.

Also, make sure that your offer sounds compelling. For example, CTAs such as “download for free” has proven to give great results. Offering a free resource is always a good idea, as people are more likely to take action and leave contact information if something is free rather then when they’re offered to purchase something.

If your landing page contains a lot of information and requires scrolling, make sure to repeat your CTA to get your customers back on track and improve your chance for conversion.

Use scarcity techniques

A great way to prompt your visitors to take action is to create a sense of urgency. You can achieve this by creating limited offers in a couple of different ways.

First, you can create an offer that lasts only for a certain period of time. You can even add a countdown timer. This will certainly urge people to take action as soon as possible because they won’t want to miss the offer.

Another way to create a sense of urgency is to offer only a limited amount of your product. Ecommerce websites often highlight that there’s “only a few left” to speed up the purchasing process. You can also include this type of wording on your landing page to create more conversions.

Add testimonials

local review
Canva

In order to convince your visitors to buy your product or download your free resources, you first need to gain their trust. This is where social proof comes to play.

Encourage your satisfied customers to write positive reviews and create user-generated content which you can use on your page in order to prove your credibility.

Also, if you have big and reputable clients, make sure to list them on your landing page, with their logos and testimonials. If your visitors see that you’ve worked with famous brands, they’ll perceive you as someone they can trust and will more likely become your customers. 

Watch the anatomy of high-converting landing pages.

SEO

Getting your landing page to the top of the search results can be quite a challenge. Search engines require rich content, full of links and external resources, which means many potential distractions.

On the other hand, landing pages are focused on conversions and have to be simple and free from distractions in order to perform well. Therefore, it can be next to impossible to create a highly-converting landing page that’s also SEO friendly.

However, not all of your landing pages need to rank well. For short-term campaigns, such as promotions for events or webinars, you can stay focused on conversions and rely on traffic from sources other than organic search.

On the other hand, you can focus more on search engine optimization (SEO) when it comes to evergreen landing pages. Make sure to optimize those pages by offering free resources to attract inbound links and improve rankings.

How to create a friendly URL structure.

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Wrapping up

Landing pages are the perfect places to let your business shine and to convince your visitors that what you’re offering is exactly what they need. After all, they offer you a chance to convert your visitors into customers and boost your sales. So it’s important to not mess it up.

Creating a highly-optimized landing page might sound like a tall order, but it doesn’t have to be. Just follow these steps and watch your conversion rate grow!

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Larry Reed is a tech writer with many years of experience in researching and creating content that relates to web design, business, and marketing industries.

General FAQ’s

What are landing pages used for?

A useful landing page is focused on a particular stream of traffic. For example, from an email campaign that’s promoting an ebook. The landing page is targeting just people who are interested in this ebook, and because this ebook has exclusive information that speaks to on a topic your audience cares about. You can convert a higher percentage of your website visitors into leads whom you can then follow up with.


How does landing page work?

A landing page is a page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.


What is a landing page?

landing page is a page on your site that is designed to convert visitors into leads. A landing page is different from other pages in that it follows both of these criteria: It has a form that allows you to capture visitor’s information in exchange for the desired offer.

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