Conversion Rate Metrics

5 Essentials For a Landing Page That Converts

First impressions go a long way

As any business owner or marketer knows, making a strong first impression is crucial. And because your website provides the first impression to most of your customers, you need to take full advantage of its potential as a digital marketing tool.

A website is little more than a digital storefront if it doesn’t lead to conversions. But what’s key in getting those leads in the first place? Strong landing pages are a good place to start.

Here are 5 tips for creating landing pages that convert.

1. Compelling Copy
Strong website copy starts with strong headlines and secondary headlines. Here’s your chance to bring people in, capture their attention and get them intrigued about what you have to offer. Keep them short, simple and catchy.

Follow up with body copy to match. Give your customers an offer. Use conversational language. Write the way you speak. Talk to your customers directly and tell them what you have to offer.

Show your customers the benefits instead of selling them your product or service. Visitors are more likely to read short sentences in simple language, rather than long paragraphs full of fancy or flowery language. Edit your copy for spelling and grammar errors. Mistakes stand out, and clean copy shows your attention to detail and makes the importance of your message clear.

If you have customer testimonials, put them on your landing pages. Describing your products in your own words is one thing, but an unbiased voice in the form of a customer testimonial adds a new layer of trust and credibility. It’s your social proof. Customer testimonials are powerful endorsements from the voice of your customer—they show other customers what they can experience and how they can benefit from what your business has to offer.

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2. Relevant Visuals
What you see is what you get, right? Or, in digital marketing terms, what your customers see is (hopefully) what they’ll want to get. Images and videos work. Visual content engages users—it makes your information, your proposal and your product clearer to your customers than text by itself.

In fact, according to research from Simply Measured, in just one month after the Facebook timeline was introduced for brands, visual content saw a 65 percent increase in engagement.

3. Strong Calls to Action
Want to get your users to take action? Ask for it. Calls to Action (CTAs) serve to offer customers a clear way to purchase your product or service. Keep them simple and in full view at the top of the page if possible.

Good CTAs use direct language, attract attention and express a specific purpose. The intent should be to drive prospective customers to become leads.

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4. Simple Forms
If you want your customers to fill out a form on your landing page—convert that prospect to a lead—make it easy for them. The more information you ask users to submit, the less likely they will be to follow through on converting. Reduce the number of form fields to the minimum, with no more required than a name and email address. Avoid asking for more information than you need.

5. Clear of Clutter
Keep your landing pages simple. Remove distractions that pull visitors away from what you brought them there to do: accept your offer, take action and make a purchase.

Remove unnecessary links, sidebars, pop-ups and navigation bars. Those elements can be on your homepage. The more elements—distractions—a page contains, the more competition there will be for visitors to click your call to action or fill out your form.

Ultimately, your landing page should have one clear goal: Create conversions. Your marketing efforts brought them to your page, but these five essential factors can bring them one step closer to closing the deal.

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