How to Design a Landing Page that Converts

Landing pages are great communication tools to add to your brand’s online marketing mix.

Used in conjunction with campaigns, specials, promotions or merely to beef up the appeal of a certain product or service, a landing page can drastically increase conversions if designed and developed correctly.

According to, Neil Patel, the modern-day content marketing guru, “Landing pages contribute to conversion rate optimization and literally run your business when you’re not there.”

So, how do you capitalize on this untapped resource of sign ups and sale leads?

Whether you’re in the preparatory stages of deciding whether you should introduce a landing page into your website, or if you’re already using a landing page but it’s not meeting your needs and working optimally, this blog post is for you.

We’ve compiled a list of the key factors to keep in mind when planning, designing and developing a landing page that converts.

Know Your Product and Understand Its Purpose

Marketing aims to create, communicate and manipulate the relationship between problem and solution.

Great products or services come from a complex process of research, prototyping, testing, and refinement. The same protocols should apply to the marketing of said products or services in order to produce a communication strategy that presents a solution to a problem.

Acting merely on whim or assumption, by dictating a remedy without conducting research, will do quite the opposite. If your product, service or the communication thereof does not address an existing pain point, it’ll merely create a new one.

This will create disgruntled consumers, decrease the credibility of your brand and put your business in the firing line of potential social scrutiny.

If you’re thinking of creating a landing page or your website, make sure that it has a clear reason for existing, that you are able to leverage your product or service as the best fit solution, and be sure to research all of this before executing from a space of theory.

Solve One Problem At a Time

Once you have a clear direction in mind, take the right steps to help your customers along by making it really easy for them to select you as their solution provider.

What this means is simply:

  1. Promote a single product, service, promotion or campaign. This will ensure that your service offering is blatant and that your message is unified.
  2. Know what you’d like your consumers to do. Know whether you want them to contact you, sign up for a free email course, join a mailing list etc.. Have a clear idea of what action you’d like to elicit from your consumer.

Keeping the above in mind, present one solution with just a few simple steps that lead to a single outcome.

If you’re aiming for email sign ups but are presenting a contact form as well as an opt-in form, you may very well end up confusing your audience and cannibalizing your offering.

Keep things simple and limit their options of choice.

Too many options or avenues can lead to analysis paralysis, and a consumer will more than likely turn away from your offering due to the fact that they can’t discern the best decision to make.

As a marketer, it’s your job to ease your consumer’s confusion and build their confidence as you take them on a journey toward brand loyalty building.

aspen-grove-studios-landing-pages-2
  • Google+
  • Facebook
  • Twitter

Spend Time Crafting Quality Copy

As with all aspects of online marketing, the way in which a brand speaks to its target market is of vital importance.

While many factors come into play here, often the most crucial factor in a brand’s communication is its copy.

Not only does the landing page web copy need to steer the reader toward executing a particular action (i.e. engaging with an opt-in form), but it also needs to express your brand’s tone the also make a good first impression.

In this day and age, producing high-quality web copy is crucial as it has to:

  • Make sense to humans,
  • Include a harmonious balance of relevant, well-researched content keywords,
  • Explain the features of your product or service,
  • Describe the functional, emotional, and self-expressive benefits of your product or service,
  • Take the average human reading attention span in mind,
  • Keep the restrictions of reading and content interaction on mobile devices into account,
  • Do all of the above without coming across as too pushy, too sales-like or just plain forceful.

To add to this, a great deal of emphasis must be placed on the landing page title. The title is of vital importance as it should entice them to read on and engage with your brand further.

Failing to grab a web user’s attention from the get-go could result in a squandering of marketing efforts. With this, web copy, particularly the title, needs to be crafted well.

aspen-grove-studios-landing-pages-4
  • Google+
  • Facebook
  • Twitter

Use Great Design to Reinforce Your Message Visually

With clear direction, a single objective and crafted copy all in place, the next task is to bring it all together with clever design.

To do so, use a number of graphic cues to help build your argument and sell your solution visually.

  • Use white space, color and a good structure of graphic elements to command and direct the consumer’s attention.
  • Include high-quality images that are optimized for screen viewing. Adding to this, if it fits your brand, opt for original photography rather than relying on stale and overused stock images.
  • Break up chunks of text by using bullet points, headings, subheadings and various text decoration tactics.
  • Make sure your call-to-action is clear, stands out, and is unmistakably button-like. If for some reason you have to include other buttons or CTAs, make the primary one stand out.
  • A common trend with landing pages is to remove the navigation bar altogether. This helps web users stay focussed on your offering and decreases the propensity for them to wander to other pages.
  • If possible, include a video element on your landing pages. If pictures speak a thousand words, videos are able to relate an entire tale in a matter of seconds. Videos add unparalleled levels of communication value to landing pages.

aspen-grove-studios-landing-pages-3
  • Google+
  • Facebook
  • Twitter

The Tools of The Trade

For Divi users, designing a beautiful and functional landing page is quick and easy. Simply use the Divi Builder’s modules as per normal. With a bit of creativity, and you’ll have a landing page for your business’ campaign in no time.

We recommend using Divi in conjunction with the Bloom email plugin and tying this in with an email client. If you’re new to or are curious about, email marketing, we recommend reading this post: How to Use ConvertKit with Bloom.

If you’re looking for an even easier way to create a landing page, check out these free landing page resources for Divi by Elegant Themes:

Also, check out these two sources for Divi Landing Page Inspiration:

aspen-grove-studios-landing-pages-5
  • Google+
  • Facebook
  • Twitter

 

If you’re not using the Divi theme, have a look at the following tools and resources for landing page creation.

Each of the above allows the user to make an effective landing page in a really quick and easy manner by making use of pre-made, beautiful designed templates. Each includes ample integrations for third party software and offers data and analytics tracking too.

Finally, if you’re looking for additional tracking and measurement, we recommend using Google Analytics.

 

In Summary

If you take one thing away from this article, be it the suggestion to: keep communication clear and simple.

Aim to simplify and refine your landing page by removing excess and focussing on making your web users reach one single goal post. If executed correctly, landing pages can open previously untapped avenues for your brand, and steer you toward the path of reaching your business goals – whatever they may be.

In theory, landing pages can be used for each and every campaign your business decides to run, just remember to keep the above-mentioned information in mind when doing so.

 

We want to hear from you!

Have you set up a landing page for a campaign? Are you thinking of doing so? What are your favorite tools for creating landing pages?

If you have any questions or queries, please don’t hesitate to leave them in the comments section below! We love receiving your feedback!

Thanks for reading

Previous post
Next post

3 Comments

  1. Andrej

    Great tips! I agree that you should not give many choices to your visitors, as that may confuse them. Rather give them just one option that is the best one.

    Reply
  2. Christian

    Thanks for this great resource!

    Reply
    • Lisa-Robyn Keown

      Glad you enjoyed the post!

Submit a Comment

Your email address will not be published. Required fields are marked *