Essential Tips On How To Design High-Converting Landing Pages

Did you know landing pages can generate conversions at rates 5-15 times higher than your website homepage? (Source: Unbounce) That’s a massive jump!

Landing pages are focused web pages designed to capture leads or drive specific actions. They act like marketing magnets, attracting visitors interested in a particular offer and guiding them towards conversion, whether it’s signing up for a free trial, downloading an ebook, or making a purchase.

Why Do You Need A Landing Page?

Why create a dedicated page for people to fill out a form instead of using your homepage or About page? The main reason is that a landing page focuses the visitor’s attention by eliminating distractions such as navigation menus, competing links, and other options. This way, you can guide visitors directly to the form you want them to complete.

When visitors are not distracted, they are more likely to follow your desired path, leading to higher conversion rates. Essentially, landing pages are designed to boost conversions.

According to Hub Spot’s July 2023 survey, the average conversion rate for landing pages across various industries is 5.89%. If your conversion rate exceeds 10%, you’re doing exceptionally well. The survey also revealed that 43.6% of respondents aim to generate leads, while 33.7% focus on direct customer purchases.

Moreover, landing pages are proving effective. In 2023, 33.7% of marketers reported higher conversion rates compared to 2022, revealed the same survey.

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Key Elements Of A Landing Page

• Clear Headline (Value Proposition): This is your first impression, grabbing attention and immediately communicating the value you offer. It should be clear, concise, and benefit-oriented. Think of it as a newspaper headline – it should make people want to read more.
• Compelling Hero Image/Video: This is the visual centerpiece that sets the tone and grabs attention. A high-quality image or engaging video can instantly connect with visitors and visually represent the value proposition.
• Benefit-Driven Content: The content should elaborate on the value proposition, explaining how your product or service solves the visitor’s problems and improves their lives. Focus on benefits, not features. Use clear, concise language with bullet points or short paragraphs for easy scanning.
• Strong Call to Action (CTA): This is the most crucial element for conversions. Your CTA button should be clear, actionable, and stand out visually. It tells visitors exactly what you want them to do next, whether it’s signing up for a free trial, downloading an ebook, or making a purchase.
• Minimal Navigation (Avoid Distractions): Landing pages should be laser-focused on a single goal – conversion. Having too many navigation links can distract visitors and lead them away from taking the desired action. Keep navigation minimal and focus on guiding them towards the CTA.

By working together, these elements create a persuasive landing page experience that effectively converts visitors into leads or customers.

Effective Landing Page Tips

• Create a Benefit-Focused Headline: Most visitors leave a landing page quickly, so it’s crucial to immediately convey what they’ll gain from staying. Your headline should be clear, direct, and engaging, highlighting the main benefit of your offer.
• Use a Relevant Image: Always include an image that evokes the positive feelings associated with your offer. Test different images to see which one works best in capturing your audience’s attention and emotions.
• Place the Form Prominently: Ensure your lead form is easily accessible without requiring visitors to scroll. It should be immediately visible when the page loads, or you could use an anchor link that scrolls with the user.
• Offer Something Valuable: Your landing page should provide something valuable in exchange for visitors’ contact information. Make sure this offer is relevant to your business. For example, if you sell horseshoes, you might offer a guide on sizing horse hooves.
• Request Minimal Information: Only ask for essential information to keep the entry barrier low. Typically, a name and an email address are enough to start nurturing a new lead.
• Eliminate Navigation Links: The primary goal of your landing page is to convert visitors into leads. Remove any unnecessary links that might distract them from this objective.
• Ensure Mobile Responsiveness: Your landing page should be easy to use on all devices. Make sure your form and content look good and function well on mobile screens.
• Optimize for Search Engines: While driving traffic through various marketing channels, also ensure your landing page is optimized with relevant keywords for both organic search and paid campaigns. This helps people find your page when they search for related terms.
• Include a Thank You Page: After visitors complete your form, redirect them to a thank you page. This page should deliver the promised offer, suggest additional relevant content, and express gratitude for their interest, fostering a positive relationship.

How To Design Your Landing Page

Designing a landing page goes beyond just making it look good with colors and pictures. It should also be functional, clear, and practical. Here’s how to balance creativity and usability to make an effective landing page.

Structure

A well-designed landing page typically follows a proven structure. This format is familiar to users and helps ensure your page is effective. Here are the key elements to include:

• Headline: Grab your visitors’ attention with a clear and compelling headline.
• Image: Use a relevant image that resonates with your audience.
• Lead Form: Place this above the fold so visitors can easily provide their information.
• Call to Action (CTA): Make it action-oriented and compelling.
• Copy and Description: Provide information that entices visitors to complete your form.

Layout

Visitors often skim through content rather than reading everything. To ensure they catch the most important points:

• Highlight Key Information: Keep essential details above the fold so visitors see them without scrolling.
• Perform a Blink Test: Ensure visitors can understand the main message within five seconds.
• Use White Space: This keeps visitors focused and helps them process information more easily.
• Use Bullets and Short Paragraphs: This makes your content easier to read and digest.

Page Colors

Your landing page colors should align with your brand to foster familiarity and trust. However, for elements that need to stand out, like the CTA button, use contrasting colors. For instance, if your brand colors are green, a purple CTA button can draw attention.

Images

Images are one of the first things visitors notice, so choose them carefully. Consider these questions:

• Who is your target audience?: Choose images that resonate with their age, interests, and style.
• Where do you want them to look?: Use images that guide their attention to key areas like the lead form.
• Does the image support your message?: Ensure your image clarifies and reinforces your message.

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Call-to-Action (CTA)

Your CTA is crucial for converting visitors. Make it stand out and be compelling by following these tips:

• Use a Vibrant Color: Make sure the button contrasts with the rest of the page.
• Focus on Benefits: Highlight what the visitor gains by clicking.
• Keep it Short: Use no more than five words.
• Use Action Verbs: Be clear about what you want visitors to do (e.g., “Get,” “Download,” “Click”).
• Make it Noticeable: The button should be large and have enough surrounding space to stand out.
• Place it Strategically: Position your CTA where visitors’ eyes naturally go, like to the right of or below your main copy.
• Test Everything: Experiment with button shapes, colors, and copy to see what works best.

Mobile Landing Page

With most web traffic coming from mobile devices, your landing page must be responsive. Ensure it looks and functions well on all devices—desktops, phones, tablets, etc. This way, you provide a seamless experience and maximize conversion opportunities regardless of how visitors access your page.

Landing Page Copywriting Tips

Creating an effective landing page isn’t just about good design; it’s also about compelling copy. Your goal is to be engaging, clear, and trustworthy. Here’s how to achieve that:

Address Key Points

To make your copy effective, you need to cover these essential points:

• Pain Point: Highlight the problem your audience faces. Show empathy to build trust and let them know you understand their struggles.
• Solution: Clearly explain how your offer solves their problem.
• Features: Detail what’s included in your solution, whether it’s an ebook, webinar, or service.
• Benefits: Focus on how your solution will improve their situation.
• Social Proof: Use testimonials, reviews, or logos of clients to show that others have benefited from your solution.

Preemptively Address Objections

Anticipate any doubts or objections your audience might have and address them in your copy. For example, if you claim to have helped big companies, back it up with testimonials or case studies. This builds credibility and reduces hesitation.

Build Trust With Your Audience

To establish trust, you need to come across as an authority. Here’s how:

• Write Naturally: Address your prospects in a conversational tone.
• Use Statistics: Support your claims with relevant data.
• Showcase Case Studies: Highlight success stories from customers similar to your target audience.
• Be Relatable: Share relevant experiences and admit past challenges. This humanizes your brand and makes you more relatable.

Use Click Triggers

Click triggers are elements placed near your CTA that reduce hesitation and encourage conversions. Here are some examples:

• Money-Back Guarantee: Assures visitors of their investment.
• Easy Unsubscribe: Eases concerns about signing up.
• Customer Quotes: Provides reassurance from satisfied users.
• “What to Expect” Blurbs: Clarifies the next steps after clicking.
• Price Reductions: Highlights discounts or special offers.
• Privacy Policy: Ensures that their information will be handled securely.

A/B Testing Your Landing Page

Testing different versions of your landing page helps determine what works best for your audience. Here’s how to do it:

• What is A/B Testing?: A/B testing involves creating two versions of a page (the original and a modified version) and splitting traffic between them to see which performs better.
• How to A/B Test: Test one element at a time to pinpoint what causes changes in performance. For example, start with the headline, then test the CTA color, and so on.

What to Test:

Focus on elements that have the biggest impact on conversions, such as:

• Headline copy
• Images
• CTA color and text
• Click triggers
• Overall copy
• Lead form length and fields

Testing systematically will help you refine your landing page to maximize its effectiveness.

By addressing these key points, preemptively tackling objections, building trust, using click triggers, and continuously testing, you can create compelling copy that converts visitors into leads.

HubSpot: Your All-in-One Platform For High-Converting Landing Pages

HubSpot is an all-in-one platform that empowers you to build lead-generating landing pages without needing design or coding expertise. Its drag-and-drop editor and pre-designed templates allow for quick customization, so you can focus on crafting a compelling message.

HubSpot goes beyond aesthetics. Landing pages integrate with their CRM, pre-populating forms and personalizing the user experience. You can also leverage A/B testing to optimize layouts and calls to action for maximum conversions.

Whether you’re a small business or a large marketing team, HubSpot offers a free landing page builder to get you started. Plus, their paid plans unlock advanced features for even more powerful lead capture and nurturing.

Why Choose HubSpot For Landing Pages?

HubSpot offers a robust landing page builder within its marketing and sales platform, making it a top choice for businesses aiming to drive conversions. Let’s explore its key benefits:

• User-Friendly Design: HubSpot’s intuitive interface empowers users of all skill levels to create compelling landing pages without coding or design expertise. Drag-and-drop functionality and pre-made templates streamline the process.
• Mobile Optimization: With mobile optimization built-in, HubSpot ensures a seamless user experience across devices without the need for separate page versions.
• A/B Testing: Easily test different landing page versions to determine the most effective design for maximizing conversions.
• Seamless CRM Integration: HubSpot landing pages seamlessly integrate with the HubSpot CRM, enabling automatic lead tracking and nurturing.
• Comprehensive Analytics: Track essential metrics to optimize performance and inform strategic decisions, enhancing your marketing and sales efforts.
• Personalize landing page content for individual visitors: By dynamically adjusting content based on visitor characteristics such as location, device, and CRM data, businesses can maximize engagement and gather valuable insights seamlessly.

HubSpot’s landing page capabilities empower businesses to create effective, conversion-focused pages with ease, driving lead generation and sales growth.

Feature Image Source: freepik