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Landing Pages...Where Conversions Happen

Landing pages are important for customer acquisition. It’s where the conversions happen. Indeed, without an effective landing page, you’re leaving money on the table. The landing page is the moneymaker, the wealth creator.

The problem with creating high-converting landing pages, though, is that there’s no silver bullet. We’ll give you pointers, but it’s up to you to put them into action. We’re going to cover everything you need to do regarding this topic That said, once you’re up and running, it’s just a matter of performing A/B tests until you land on the magic formula that brings in those conversions.

The Difference Between a Landing Page and a Homepage

Marketers often get confused between a landing page and a homepage and assume that they’re one and the same. Sometimes they are, but most of the time they’re not.

Look at it like this: If your homepage is there to welcome visitors to your website before pointing them to where they need to go next (a product page, for example), then it’s not a landing page. On the other hand, if your homepage exists simply to convert site visitors, then it is a landing page.

Put simply, a landing page exists solely to convert site visitors. For this reason, many marketers promote their landing page(s) via Google AdWords, PPC, or IP targeting. Often, the landing page will act as a lead magnet or even an actual sales page.

Many times, you’ll see affiliate marketers create one-page websites designed to capture email addresses. This is a landing page that has a specific goal in mind: to convert leads into actual subscribers. Because there are no other pages on the website, there are zero distractions. The site visitor either converts or bails out. And they’ll only convert if the landing page is optimized for mega conversions.

How to Create a High-Converting Landing Page in 2021

Because a landing page is designed exclusively to boost conversions, there are certain elements that it needs. It is crucial that you get these elements absolutely right, otherwise, your conversions will be down.

Create an Eye-Catching Headline

A killer headline is the very first thing that a site visitor sees when they arrive on your landing page. It’s what sparks their initial interest and keeps them on the page for at least longer than two seconds. It’s what entices them to look further because it’s hooked them and spoken to them directly. It’s told them that this company has what they need/want.

Writing a headline is a bit of a science, yet although it consists of just a few words, it’s so easy to get wrong. To help you out, here are the elements of a strong headline:

  • It needs to inform the site visitor what this product is all about.

  • It needs to be crystal clear, so get straight to the point and don’t be vague.

  • It needs to be relevant. In other words, it has to deliver on the promise set out by the ad that brought people to your landing page. If your headline has literally nothing in common with the ad, or if it fails to deliver on the promises outlined, the unhappy visitor will leave your page.

  • It needs empathy. What’s your prospects' biggest problem? Show them that you understand!

It’s short, sweet, direct and it taps into what site visitors want the most – real results for their brand.

You can also experiment with sub-headlines where you expand on the main headline. You could add, for example, two or three extra sentences of copy that reinforce your claim. This is not always suitable, but it can work especially well when you don’t have a strong image to back up your claim.

Here’s an example of a landing page headline and sub-headline:

Your sub-headline also needs to be persuasive and it can go into a bit more detail than your main headline.

Here’s an example of Slack’s landing page with sub-headline:

Use Pictures Effectively

A landing page is nothing without images. Images convey emotion and show people what your product looks like or even how it works.

Images also break up text and add a crucial visual dimension to your landing page, as this image from an eye-tracking study shows:

Indeed, stats have shown that the human brain process images 60,000 times faster than text. This means that the things that instantly catch their attention are your headline and your main picture. When you nail them both and combine them effectively, you’ve got a winner.

Let’s take a look at a variation on Slack’s landing page:

What we are seeing here is teamwork. The headline suggests that we accomplish more when we work together, while the picture shows two people working together to get things done.

Pictures are more emotive than words, so it’s really important that you tell some things but show the rest. Combined, the headline and the image get across the importance of teamwork and how the Slack App will help businesses out.

The image that Slack uses is also:

  • Large

  • Relevant to their service

  • Attention-grabbing

  • High-quality

In terms of relevance, Slack hasn't actually chosen an image that shows people using their app. Figuring that would be less emotive, they’ve instead gone with a metaphorical image that shows teamwork. And that’s totally cool and still relevant – and it really works.

On the other hand, you might want to go with an image that actually shows people using your product or service. Or you might decide to try both and perform A/Bt tests to see which works best.

Here’s a great example from Opendoor using an image on their landing page of a happy couple. Rather than a typical picture of a “sold” sign on the front yard, this one, instead, capitalizes on the emotions of relief and happiness that you've successfully and easily sold your house.

You might also decide to use screenshots that show exactly how to use your service if it’s a tad complicated. This is an especially good idea for Software as a service business. If you go down this route, just make sure to keep your images as fun and eye-catching as possible. Screenshots won’t work if they’re too mundane. They’re well worth it, though, because customers need to know what they stand to gain from using your service. If it’s way too complex, they might decide not to bother at all.

Make a Clear Offer

Ever been talking to a salesperson on the phone and had no clue what they were even offering you? It’s a frustrating waste of time. And it’s the same when a prospect lands on your page and can’t decipher what you’re offering.

Put simply, your landing page needs to contain a very clear offer. It could be the case that your headline and sub-headline takes care of that, but on the other hand, you might need to create a separate section for your offer.

Whatever you decide, you need to be super clear because everything on your landing page will be geared towards presenting this offer as powerfully as possible. For example, while Slack’s image of two people working together says absolutely nothing about their offer when combined with all the other elements – image plus headline, sub-headline, and simplicity/relevance – it says a lot.

So while you’re working on your copy, always focus on brevity and clarity. Use straightforward language that your target audience understands. Don’t leave people second-guessing. If you write something like “we're everything you need” in your headline, the reader might be asking, “what is everything I need?” In this case, you should create bullet points that tell the reader everything they need – and how you can provide that for them.

This landing page from Uber very clearly and succinctly explains their offer – earn money on your schedule, drive when you want, and earn what you need (and a Call To Action that says “sign up now”)