Create effective landing pages that convert
Since the dawn of the web, companies and marketers have constantly looked for ways to attract, engage and convert visitors into customers. Over time, the technology and the strategies have changed, but the goal remains the same: to capture the visitor's attention and guide them through a conversion journey. Landing pages, dedicated pages designed to turn visitors into leads or customers, have become a central part of this equation. But what makes a landing page successful? And what means can you use to make sure that your visitors not only stay on your page, but also take the desired step? This guide will make it clearer what landing pages are and how they can be used. And it will give you 20 expert tips for creating optimal landing pages.
What is a landing page, really?
A landing page can be anything from a simple form page for collecting email addresses to a complex presentation page for a new product or service. Landing pages can also be created for individual campaigns, or as an SEO measure to capture traffic from certain segments of searches. A landing page is often the first point of contact between a company and potential customers. Whatever their specific purpose, successful landing pages are the ones that can:
✓ Meet visitors so that they feel they have come to the right place.
✓ Convey value in a direct and clear way.
✓ Drive action.
So how do you create a landing page that lives up to that?
20 expert tips for optimal landing pages that convert
Creating a successful landing page is no easy task. It requires an understanding of your target audience, a clearly formulated offer, and an eye for design and user experience. It is also important to test, optimize and adapt the page based on user data and feedback.
With this in mind, we have put together a list of 20 expert tips that will guide you through the process of creating an optimal landing page, from choosing the right tools and setup to understanding and applying important rules of thumb in design, content and conversion optimization.
1. Ensure stable servers with a reliable web hosting service
Fast landing pages increase the chance of conversion. A prerequisite for that is stable servers, which you ensure by using a reliable web hosting service.
2. Optimize to reduce the loading time
Optimize images and scripts to reduce the loading time.
3. Integrate a chat feature or add a Q&A
Answering the questions and concerns that visitors have can be crucial for them to move forward and convert. Make it easier for visitors by letting them ask questions in real time via a chat feature. And/or answer common questions in bullet form in a Q&A.
4. Avoid pop-ups
If they are not used correctly, so-called pop-ups can be disruptive and thereby trip up the conversion.
5. Keep the design simple
Do not overdo the design. A clean and simple design can often lead to faster and smoother conversion.
6. Work with headings and bullet lists
The main heading is the first thing visitors see. Make sure it is clear, relevant and engaging. Also work with subheadings and preferably bullet lists to make the content easy to scan and take in.
7. Communicate a clear message
Be clear about what you offer. Avoid fluffy text and get straight to the point.
8. Focus on benefits
Instead of just listing features, focus on benefits. Explain how your offer benefits the person who takes you up on it – what do you get, what do you achieve, what do you avoid?
9. Optimize for search
Use relevant keywords strategically in headings and body text; meta title and description and alt texts.
10. Offer a strong call-to-action (CTA)
Your CTA should be visible, engaging and describe what the person who follows the call will get out of it. Do not forget to put some love into the microcopy here too – the text in the button or form that leads the visitor to the next step.
