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How to create landing pages that convert

Written by Alex Clark
Posted on 30 May 2022
Time it takes to read: 3 minutes

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Businesses can use landing pages to build relationships with prospects. According to HubSpot, ‘’the average conversion rate for landing pages across all industries is 9.7%.’’ This makes them critical to lead generation. 

What is a landing page? 

A landing page is a standalone web page that potential customers visit when they click from social media ads, emails, blogs and more.    

For website landing pages to convert, however, they must be effective. Even with an engaging social media campaign, the overall campaign will not be successful without a conversion-focused landing page design. Here are the key elements you need to know to create landing pages that convert. 

Have clear call to actions (CTAs)   

To get users to take your desired next step, good call to actions can grab the user's attention. 

What is a call to action?  

A call to action is a prompt for users to take to complete a specified outcome. But how can you create good CTAs? 

Have brief and compelling CTA copy 

The copy within the CTAs (the text used) needs to be clear and concise to help keep the user interested in the step you want them to take. To do this, use words that convey what you want the reader to do. A CTA could be 'sign up now', for example, if the goal of the landing page is to get more people to sign up for your newsletter.  

If you are using a form, keep the number of fields to a minimum by clearly expressing what you need from the user and no more. If you ask too many questions, it will result in a higher barrier to entry for the user. Therefore, you may only ask for the user's name, email address and date of birth. 

Consider the placement and design of the CTAs 

Having call to actions that are eye-catching and placed where the user can locate them play a key role in having a successful website landing page.     

Utilise multiple call-to-actions to cater to the users at various stages of their buyer journey, so they require different levels of information. Some users may be familiar with your business and what you sell, which means they need less information, while others may be new and require more.  

CTAs must also draw the user's attention, so design them in a colour that contrasts with the rest of the page, such as green on a white background. The CTAs should be bright if the page background is dark and vice versa. 

Write copy suited to your target audience  

Writing copy suited to your target audience helps make your content resonate with the relevant people and increase conversion rates.  

Make sure the copy on your landing pages is suitable for your target audience, just as you would with any other content on your website. Using this approach will help you create copy that appeals to the wants and needs of the audience, resulting in a higher conversion rate.   

As a rough guide, follow your company's tone of voice (TOV) document but make sure you tailor the copy to each landing page, as the content will vary depending on what you are trying to achieve.   

Have a clear message  

Clear messaging throughout the landing page design makes it easier for users to read the content. This helps guide them to the action you want them to take - increasing your conversion rate as a result.  

Have a concise title at the top of the page that is easily visible and shows value to the user and what is in it for them.   

The same is true for the description. Keep the description concise and relevant. Too many words with irrelevant information can lead to the user being confused or bored. The purpose of the description is to supplement the headline and give any further information needed.   

You should also use suitable imagery to help convey your message, as they can tell a story quicker than words.   

The image size will depend on your landing page design and the amount of copy within it. Hero images, for example, are oversized images placed above the fold of the page. They tend to work well as they are one of (if not the) first things a user sees on the page and are helpful tools for illustrating your message.  

Make sure the landing page is consistent with the rest of your brand    

When the user visits the page, they must be able to recognise that it is from your business. As well as minimising any inconsistency and confusing the user, it helps with brand awareness and helping build long term relationships. 

So, make sure that the colour scheme, tone of voice and overall landing page design is consistent with the rest of your branding. For example, if you decide to create a social post linking to a landing page, the tone of both elements should be the same. 

Make the landing pages mobile-optimised  

With 47% of the UKs web traffic being on mobile devices, according to Statista, it is critical that landing pages - and your entire website - are optimised for mobile users.   

The user should not spend too much time navigating to a CTA of the landing page because it is out of view. This drastically increases the chances of a higher bounce rate and low conversion rate. You can avoid this by keeping the mobile experience like the browser experience.   

Overall, by having a clear and concise message suited to your target audience with engaging visuals, you can be sure that your landing pages convert.  

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