How to Make a Landing Page that Converts

You are just six steps away from boosting your business

Landing pages are a proven way to convert interested surfers into customers. In fact, they are probably the most important of your website’s pages. Yet most don’t live up to their potential:

• If your internet strategy doesn’t include landing pages, then I can assure you that you are missing out on business.
• If your landing pages aren’t converting at least 5% of visitors, then you need to review your landing page creation strategy.
• And if you aren’t in the top 10% of businesses for landing page conversions (that’s a conversion rate between 11% and 20% or more), then there is room for improvement.

In this article, I outline six steps to explain how to make a landing page that converts.

Step 1: Ensure your call to action shows its value

Don’t be shy to show the value of your offer. Your content must be succinct, clear, and lead to a valuable call to action (CTA). Help your prospect forget the cost, and let them concentrate on the value of clicking.

To do this, focus your copy on the benefits of clicking in that CTA, and not explaining the features. Explain the pain your product or service will ease, and the desires it will satisfy. Be more descriptive with your click buttons, too. For example:

• Instead of ‘Subscribe’, use ‘Get instant access’
• Instead of ‘Learn more’, use ‘Discover all you need to know about x’

Step 2: Include testimonials and reviews

People are more likely to click your CTA if they know other people have benefited from your product or service. The best way of doing this is to include customer testimonials in your landing page copy.

Step 3: Create a sense of urgency

In the same way that bricks and mortar shops use urgency to increase sales, you can online, too. We’ve all been tempted by the ‘Only three days left’, ‘Last day of bargains’, and ‘Once it’s gone, it’s gone’ notices in shop windows. Use the same tactic on your landing page. A product or service in short supply, or an offer that is time limited creates the urgency that pushes people to act.

A word of warning with this one: never make the offer a moving target. Once your final date has passed, it has passed.

Step 4: Ensure your audience sees the offer

Attract the attention of your audience to the offer itself. Don’t let other on-page elements distract from this. Use colors, layout, and shapes and images to pull the eye to that CTA button.

Step 5: Keep the CTA process simple

Did you know that almost three quarters of online shopping carts are abandoned before the sale is made? And do you know why? Shipping times and cost are on the list of reasons for abandonment, but one of the major factors is that the process is too complicated. The message is clear: make your CTAs as easy as possible to complete.

One of the elements that has a huge impact on conversions from landing pages is a complicated or long-winded form to fill in. Keep the CTA process short and sweet, and your conversion rate could be sweetened by 50% or more.

Step 6: Make your landing page visually appealing

Nix the bland and boring. Put some pizazz into your page. Make it exciting, appealing, and attractive to view. Lead the reader’s eye to the call to action. Remember, your website visuals say much about you and your business.

For the help you need to take your online presence and internet marketing strategies to the next level, contact SSI Design today.

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