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The landing page<\/strong> is a beautiful thing. It exists for one purpose – to convert.<\/p>\n Whether you’re looking to turn prospects into subscribers, clients, members, or customers, the humble landing page has your back.<\/p>\n A landing page is a standalone web page designed for people to visit when they click a link in a marketing or advertising campaign.<\/p>\n <\/div> Over the past fifteen years, our team has helped thousands of entrepreneurs and small businesses build and improve their landing pages. We\u2019ve keynoted numerous conferences and webinars on building landing pages and frequently write and talk about landing pages and conversion optimization on our blog and at conferences. This guide shares the actionable insights, tips, best practices, and expertise we\u2019ve developed after helping over one hundred thousand brands.<\/p>\n We’ve put together proven tips to help you create a landing page\u00a0that converts\u00a0visitors into customers.<\/p>\n Let’s start with the basics (advanced content follows).<\/p>\n Landing pages can be powerful tools.\u00a0A successful landing page\u00a0helps with the following:<\/p>\n In a\u00a0study by Marketing Sherpa<\/a>, 43% of marketers reported that dedicated landing pages are highly effective, and 49% of marketers said they are somewhat effective. That’s a consistent endorsement.<\/p>\n But dedicated landing pages<\/a> can only deliver if they are correctly designed.<\/p>\n While there is no such thing as a perfect landing page, there are definite dos and don’ts.\u00a0Before diving into the more advanced stuff, we must ensure that you have a solid foundation of every landing page must-have key elements.<\/p>\n All landing pages should include these three elements:<\/p>\n A call to action<\/a> (or CTA) is your landing page’s single reason and driving force. Every landing page must have one single goal. This could be to subscribe to your newsletter, download your free e-book, sign up for your service, or purchase your product.<\/p>\n But you only get one. If you place more than one demand on your viewers, they will feel conflicted and leave.<\/p>\n The call to action is when the proverbial rubber hits the road. It’s the simple act of requesting a prospect to act. And it provides the motivation prospects need to convert.<\/p>\n Support your CTA with testimonials. Testimonials are crucial to adding social proof<\/a> to your landing page. Highlight a variety of testimonials focusing on different aspects of your product and service. And be sure that each testimonial contains enough detail to help visitors decide whether to buy from you.<\/p>\n On a landing page, distraction is the enemy. All extraneous material should be cut from your landing page design. Every graphic and word should be carefully considered. And only those that drive prospects to sign-up, download, subscribe or buy (depending on your goal) should make the cut.<\/p>\n Aim for concise language that communicates your point. Prospects should be able to determine what’s in it for them and what they must do to take advantage quickly and easily.<\/p>\n And aim for a friendly and aesthetically pleasing design. The visuals you use<\/a> on your landing page are vital to its success. You don’t want to confuse people by overdesigning your page or boring them with no designs. The trick is to find the balance between your brand’s aesthetic<\/a> and ensuring that your designs are not taking away from the original goal of your landing page.<\/p>\n A landing page is an “ask.” It invites potential subscribers, clients, members, and customers to do something you want them to do. The least you\u00a0can do is make it easy for them to follow through on your request.<\/p>\n Provide easily visible, well-labeled buttons and forms in prominent locations. Everything the prospect needs to act\u00a0should be right at their fingertips.<\/p>\n You can see these principles in the wild with this landing page from Digital Marketer:<\/p>\n Concise language, a clear call to action, and a simple interface… They’re all here.<\/p>\n But to take your landing page from functional to high-performing, you must incorporate all these design elements and more.<\/p>\n From the 50 thousand-foot views, only two additional elements are needed to boost your landing page’s performance: positive user experience and meeting the prospect’s needs.<\/p>\n Of course, delivering a positive user experience and meeting your prospect’s needs are big tasks. So, let’s break down what each of these might look like, with examples to show you the right way to do this.<\/p>\nWhat is a landing page?<\/h2>
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<\/div>\nCritical elements of a successful landing page<\/h2>\n
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The call-to-action<\/h3>\n
Clear, concise communication<\/h3>\n
Simple, actionable tools<\/h3>\n
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