Building Landing Pages That Convert: The 10-Step Recipe for Success

10 October 2023

What is a landing page?

A landing page is a single web page designed with a specific purpose or goal in mind. It's where visitors "land" after clicking on a link from an advertisement, search engine result, email, or any other online promotional method. Landing pages are typically created for marketing and advertising campaigns and serve as a focused platform to encourage a particular action, such as signing up for a newsletter, downloading an e-book, making a purchase, or requesting more information.

Key characteristics of a landing page include

👀 Simplicity

Landing pages are usually minimalistic, with a clean design that removes distractions. They aim to guide visitors' attention to the primary call-to-action (CTA).

🎯 Single Focus

Landing pages are built around a single, specific objective. They are not meant for general browsing but for encouraging a particular action.

📣 Clear Call-to-Action

A prominent CTA button or form is a central element on a landing page, directing visitors to take the desired action.

💬 Message Consistency

The content and message on the landing page are aligned with the source that brought the visitor there. If a visitor clicks on an ad promoting a 20% discount, the landing page should reinforce that offer.

🚀 Conversion Optimisation

Landing pages are optimised to maximise the chances of visitors taking the desired action. This may involve persuasive copy, engaging visuals, and trust-building elements.

📊 Measurable

Landing pages are often used in digital marketing campaigns and can be easily tracked and measured for their effectiveness.

Common uses of landing pages include lead generation (e.g., sign-up forms for newsletters), product sales (e-commerce product pages), event registrations, app downloads, and more. They are a critical component of online marketing strategies and can significantly impact conversion rates and campaign success.

In this guide, we'll walk you through the 10 essential ingredients for building landing pages that drive results.

  1. A Captivating Headline

Your headline is the first thing visitors see, and it's the crucial moment to capture their attention. A captivating headline sets the stage for the entire landing page, drawing readers in and making them want to explore further. So, what elements make up a captivating headline, and how can you create one that leaves a lasting impact?

🧐 Clarity and Relevance

Your headline should be clear and directly related to the content and purpose of your landing page. If you're promoting a new line of smartphones, your headline might be as simple as, "Introducing the Latest Smartphone Innovations." Make sure visitors immediately understand what your page is about.

🌟 Compelling Language

Use language that evokes curiosity, excitement, or a sense of urgency. Action verbs can be particularly effective. For instance, "Unlock Your Potential with Our Online Courses" communicates a sense of empowerment and action.

💡 Benefits-Oriented

Highlight the benefits or solutions your product or service offers. If you're promoting a time management app, a headline like, "Reclaim Your Time with Our Productivity App" emphasises the value users will gain.

🎯 Specificity

Specificity adds weight to your headline. Instead of saying, "Improve Your Finances," you could say, "Increase Your Savings by 20%." Specific numbers and details provide a clear picture of what visitors can expect.

❤️ Emotional Appeal

Tap into emotions that resonate with your target audience. If you're marketing a travel destination, a headline like, "Experience the Serenity of a Secluded Paradise" may evoke feelings of relaxation and escape.

😌 Simplicity

Avoid jargon and overly complex language. Keep your headline straightforward and easy to understand. Remember that you have just a few seconds to make an impression.

  1. Engaging Visuals

Visual elements are a powerful tool in creating an engaging and persuasive landing page. Humans are inherently visual creatures, and the right visuals can capture attention, convey information, and evoke emotions. Here's how you can use engaging visuals effectively and some statistics that highlight their impact on design

🖼️ High-Quality Images

High-quality images are the cornerstone of any visually appealing landing page. Whether you're showcasing a product, service, or an event, invest in professional photography or use high-resolution images to ensure clarity and visual impact.

According to a report by Adobe, content with relevant images gets 94% more views than content without.
📹 Videos

Videos have become a game-changer in landing page design. They allow you to convey complex messages in an engaging way. Consider using explainer videos, product demonstrations, or customer testimonials to boost conversions.

A study by Wyzowl found that 84% of consumers have been convinced to make a purchase after watching a brand's video.
🎨 Infographics:

Infographics are an excellent way to condense complex information into an easily digestible format. They can be used to highlight key features, benefits, or statistics related to your product or service.

According to a study by Demand Gen Report, 40% of marketers stated that infographics were the most engaging type of content.
✏️ Icons and Illustrations:

Icons and custom illustrations can add a unique and branded touch to your landing page. They are effective in simplifying concepts, guiding users, and adding a playful or professional vibe, depending on your brand.

The use of custom illustrations has been associated with a 33% increase in brand recognition.

  1. Clear and Compelling Call-to-Action (CTA)

The Call-to-Action (CTA) is the linchpin of your landing page, where you guide your visitors toward the desired action, whether it's signing up, making a purchase, downloading content, or any other relevant engagement. Here's how to create a CTA that is both clear and compelling, along with examples:

🔑 Clarity is Key:

Your CTA should leave no room for confusion. It should be immediately evident what action you want visitors to take. Use straightforward, action-oriented language. For example, if you're offering a free e-book download, your CTA might be as simple as "Download Your Free E-Book."

🔍 Action-Oriented Language

Use action verbs that encourage visitors to act. "Get Started," "Sign Up," "Try It Now," and "Buy Now" are examples of action-oriented CTA phrases.

⏳ Urgency and Scarcity

Incorporate a sense of urgency or scarcity if applicable. Phrases like "Limited Time Offer" or "Only 2 Left" can prompt visitors to act quickly. Just be sure to use these strategies honestly and transparently.

🎁 Benefit-Oriented CTA

Rather than just saying "Submit" on a form, you can use a benefit-oriented CTA like "Get Your Free Trial." It immediately communicates the value or reward visitors will receive by clicking.

💡 Examples of Effective CTAs

Netflix: "Join Free for a Month" - This CTA offers a clear benefit and encourages users to take action.

Spotify: "Get Spotify Free" - It's concise, action-oriented, and tells visitors exactly what they'll get.

HubSpot: "Get Started" - A classic CTA that conveys taking the first step without friction.

Shopify: "Start Free Trial" - Emphasises the offer of a free trial as a compelling reason to click.

Dropbox: "Sign up for free" - Simplicity and a no-obligation promise are key here.

  1. Persuasive Copy

To create persuasive copy for your landing page, focus on addressing your audience's pain points and highlighting the benefits of your offer. Use persuasive language, storytelling, and emotional appeal while also addressing potential objections. Incorporate elements of urgency, showcase social proof, and conduct A/B testing to refine your messaging for maximum impact. Remember that effective copy should communicate how your offer improves the user's life and why taking action is beneficial.

  1. Social Proof

To incorporate social proof effectively on your landing page, consider these strategies:

🗣️ Customer Testimonials

Feature genuine testimonials from satisfied customers who have used your product or service. Include their name, photo, and a brief statement about their positive experience.

⭐ Ratings and Reviews

Display star ratings and reviews from reputable sources, such as Trustpilot or Google Reviews. These unbiased assessments can enhance your credibility.

🏆 Trust Badges

Showcase trust badges, security certifications, or logos of well-known organizations that have endorsed your brand. These symbols of trust can reassure visitors about the safety and reliability of your offering.

Including social proof on your landing page helps build credibility and trust, assuring visitors that your product or service is valued and appreciated by others.

  1. Trust Signals

To establish trust on your landing page, incorporate trust signals such as security certifications, clear privacy policies, accessible contact information, and any relevant awards or accolades. Prioritise user-friendly design and transparency about your business and team to enhance visitors' confidence in your brand's legitimacy and reliability. These elements reassure users and contribute to increased conversions.

  1. Remove all navigation

Keep it simple: your landing page's main job is to turn visitors into potential leads. When you have extra links, even those leading to other parts of your website, it can distract from this main goal. So, by cutting out those extra links, you can make sure all your visitors are laser-focused on your call-to-action.

  1. Mobile Responsiveness

In today's digital landscape, the importance of a mobile-friendly landing page cannot be overstated. With over 55% of global website traffic coming from mobile devices, according to Statista, ensuring that your landing page is optimized for mobile is no longer an option; it's a necessity. A mobile-friendly design not only accommodates the preferences of a vast user base but also directly impacts user satisfaction and engagement. As mobile device usage continues to rise, a responsive and visually appealing mobile landing page is crucial for retaining visitors, reducing bounce rates, and maximising conversions.

  1. Simplicity

Simplicity in landing page design is a powerful approach that enhances user experience and drives conversions. By prioritising clarity, focusing on key elements, and using whitespace effectively, you can create a clean and appealing design that guides visitors toward your call-to-action. Simplicity not only improves load times but also reduces cognitive load, making it easier for users to engage with your content and increase conversion rates.

  1. Analytics and Data Tracking

Analytics and data tracking are indispensable for optimising your landing page's performance. By gathering insights into visitor behaviour and conversion metrics, you can make informed decisions and conduct A/B testing to fine-tune your page. Continuous data analysis empowers you to make data-driven improvements, ensuring your landing page is effective in achieving its goals and maximising conversions.

Your Recipe for Conversion Success

A well-structured landing page is the bridge between curious visitors and delighted customers. By including these 10 key ingredients, you can create landing pages that not only capture attention but also drive conversions. As you apply these principles, remember that continuous testing and optimisation are the secret ingredients that make your landing pages even more potent. So, start cooking up landing pages that convert, and watch your digital marketing efforts sizzle with success!

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