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A conversion-worthy landing page is something that goes above and beyond in aspects that customers didn’t really expect. Research by Omnisend found that even though landing pages are the least popular signup forms, they bring the highest conversion of up to 23%.
Since everything ultimately boils down to conversion, taking care of elements above the fold as well as below the fold is equally important. It’s not rocket science and you don’t have to be a scientist to create a conversion-worthy landing page.
You can easily learn the bare essential aspects and elements that trigger an emotional response in your prospects and compel them to take the next step.
It shouldn’t take long to see your effort come to fruition by following landing page optimization best practices to make it conversion-worthy. Before we begin, let’s first understand what a landing page is, and what are the different goals and purposes of creating one.
What is a Landing Page?
The name landing page sometimes creates confusion as users land on several web pages created for different purposes. But a landing page has a different goal or a purpose and it is to aid your marketing and business growth by boosting sales and conversion rate.
They are dedicated and focused on particular types of users to convert them into customers. It can be a Homepage of your website, a standalone page, or a sales page for your products or services that users can find organically or through ad promotions. Following the SEO landing page best practices, they can effectively rank on Google SERP.
Landing page SEO optimization is a complex process that needs to go through several iterations. The first thing to take on is an SEO audit to find what page aspects perform well and what needs improvement. For the same, you can use several SEO testing tools to see if your strategy works or not.
But do landing pages affect SEO? Should Landing pages be SEO optimized? These and many other questions do eat up people from inside. Landing pages create a portal that connects users to additional related niche pages through SEO optimization.
A combination of great content and links not only helps in SEO landing page optimization but also helps rank for major longtail keywords. Going by this, the perfect definition of a landing page becomes a page that targets a particular user type to convert them and is also optimized for SEO.
For SEO optimization, you can even go for and hire the #1 SEO company that articulates a tailored plan to help your landing pages rank better or appear at the top of search ads. Apart from landing page SEO, there are several other core aspects for users to land and convert.
A well-designed and written landing page offers a resolution for the problems, difficulties, and issues users face. It triggers emotions in users that lead them to take the next step and move ahead in your sales or marketing funnel.
Here’s a simple but effective example of a landing page from Wix:
Landing pages are central for the success of your marketing efforts, They are vital touchpoints between you and your customers’ first interaction with your brand. However, utilizing landing pages only for boosting conversions isn’t the only goal of creating landing pages.
Not everyone landing on the page will be looking to buy or sign up for your services. Many visitors just want quick information and move on. Today, landing pages have expanded from this narrow prism of generating only leads for conversion to spreading brand awareness.
Still not convinced? Here are some benefits of landing pages
Benefits of Landing Page
As mentioned, landing pages haven’t remained only for conversions, they offer many other benefits. Let’s take a glance:
1. Direct Marketing: Landing pages are a way of in-demand direct marketing, especially for B2B brands to offer concise and efficient answers to common issues.
2. Boosts SEO Ranking: SEO-optimised landing pages have a specific set of keywords and terms users might use while searching online. Also, promotion through paid ads boosts landing page SEO rankings to appear above the organic results.
3. Builds Brand Authority: A visually appealing and well-written landing page delves deeper into pain points users face and offer them the resolution for the same. This helps in building brand authority in your niche.
4. Improves Brand Awareness: Landing pages that incorporate consistent brand style, tone, look, feel, and other branding elements help improve brand awareness.
Defining the Purpose of a Landing Page Creation
Before drilling down on conversion-worthy elements of a landing page, let’s understand and acknowledge the purpose of creating one. First, begin with defining what you want to achieve. What are your goals & purpose behind creating a landing page? Is your purpose to bring more leads, build email lists, promote or sell products/services, or anything else?
Regardless of your purpose, landing pages are a great tool to boost conversion rates. Still, many factors come into play to boost conversion. High converting landing pages emphasize every little detail from headline to subheading, visuals, CTAs, lead forms, font, color, size, and other design aspects.
Apart from these, ensure the rest of the copy is short, actionable, and consistent in delivering the message. It should target the most common pain points and issues users face while using competitor products/services.
Stress on the problems until it hurts and then present them the solutions in the form of your products or services. An article on Gripped states that addressing your buyer’s fears and pain points could increase conversion by almost 80%.
Meanwhile, conversions to go high, users first need to land on your page. Generally, users land on a page through organic search or opting to click on paid ads they see on different platforms. Even for organic searches, your landing page can appear at the top of SERPs as sponsored ad.
For the same, your landing page must be SEO and keyword optimized. Keywords or terms are what your target audience uses to search on Google or other search engines. However, Landing page SEO optimization isn’t only about keyword research. It also includes competitor SEO analysis to find gaps and what other landing page optimization best practices can be used for SEO boost.
Doing so will ensure your landing pages do appear in SERP for users to land on them. Once they do, the ball is in your court now. SEO will help users to land on your page but to convert them, you’d have to take your game to another level by providing a conversion-worthy experience. Here’s our take on making your landing page conversion-worthy.
Elements of Conversion-Worthy Landing Page
A compelling & captivating headline is crucial to make users stay and engage with your content. Your headline must instantly grab users’ attention and convey everything the rest of the copy has to say from the get-go.
Make it short, about 10 words or max 20 that perfectly summarizes your product or service. As seen in the Wix example above, the headline is short, crisp, and perfectly answers the question of users to find a leader in the website creation.
Here’s another great example from Cloudways:
By closely analyzing the headline, we can find everything that a business looks for in a hosting provider; a hosting that helps businesses to grow as and when they scale.
This headline is a perfect example of being short, crisp, and following all the best practices to pique users’ interests to move ahead.
Next up is writing a persuasive and engaging subheading that’s just below the headline. Subheadings supplement the claims you made in the headline and introduce a powerful punch that keeps readers on their toes to learn more about what you have to say.
The best subheading goes deeper and explores all the aspects; all the ways to convey your headline in a more meaningful way. The key point to note while writing the headline and subheading is to make your audience an attractive hero. A hero that everyone can resonate with and follow his/her character arc from suffering to reward (from pain points to resolution).
Develop a habit to pack as much value as possible in your subheading. It’s essential to clearly state the value proposition from the start to make visitors curious to learn more about what you are offering.
Here’s an example to understand it better:
What’s best in this example is that both headline & subheading stress on making their audience a hero of the narrative from the start.
Then, the subheading goes on to offer users everything to get started without needing any technical or coding skills. It makes users curious and compels them to scroll & engage to learn more about ConverFlow.
Continuity with Referring Sources
Users may land your page from multiple referring sources. And not finding the continuity on your landing page from the source they have been directed to, makes them irritated and leave the page as soon as possible.
Thus, it becomes essential to keep the continuity between your referring source and landing page users end up on. Depending on the referring source of users, continuity can be maintained in several ways.
If most of your users come from your email list, try to match the images and color schemes used in your emails that are consistent with the targeted landing page. Similarly, if the referring source is a search ad, try to match up the language and tone of your copy for consistency.
Here’s an example of Zendesk for CRM Software:
Zendesk maintained the continuity from the Google search ad with their landing page by offering a trial for free. Also, the headline and subheading of the landing page create an impact on users to go through the registration & get a free demo.
Short and Actionable Copy
A well-written copy is at the core of a high-converting landing page. It should come across as clear, concise, and evoke emotional response in audiences to take further action you intend them to take.
To make your landing page conversion-worthy, you’d need an experienced copywriter, who’d delve around the pains your users face and offer them solutions for the same. Also, you’ll need SEO services for landing page SEO optimization.
If the headline and subheading make visitors curious, what the rest of the copy does is quickly sum up the solutions and benefits users will get out of your products. You can write multiple short headlines and subheadings that delve around benefits.
Note that while writing these copies, it’s important you tailor your message in a way it resonates with your audience & match their search intent. User search intent ensures that your landing page has high relevancy to rank better for the terms users make a search for. Also, make your pitch consistent with the rest of the page because the inconsistent copy will negatively impact your conversions.
Understand that no one likes to go through a rabbit hole of multiple clicks to land on the final stage, which will eventually lead customers to click off from your page.
Here’s the best example of the same tactics utilized by the MoEngage:
If you analyze both the images of MoEngage’s landing page, you’ll find their pitch clearly defines what they are offering. Plus, they are consistent with their message across the landing page.
What’s also good about it is the page highlights the solutions and benefits users will get to enjoy. Each headline of the rest of the copy is clear, to the point, and revolves around resolving the pain points users face. Thus, visitors naturally feel inclined to take the action and go further with it.
Want to make your landing page more appealing? Add & optimize the usage of visual elements such as explainer videos, featured images, and relevant pictures.
Video and image visuals naturally make your landing page more effective. In fact, a study by TechJury found that incorporating videos in your landing pages can improve conversion by 86%.
A landing page that only consists of only text and no visual appeal is unattractive. Visual elements decrease the user bounce rate, which can aid your landing page to rank better and bring more conversions.
A digital marketing agency can also help you rank better at the initial stage, but after it’s up and running, the kind of experience users get will help sustain that ranking. Visual elements are as much important for increasing engagement and on-page experience for users as they are for SEO. This is an indication of high-quality content for search engines.
Explainer videos are one such content. Professionally recorded, animated, or product walkthroughs videos work like a charm. Such videos are crucial for B2B or businesses that offer complex products and require more than just words to explain. You can go a step further and create a whole series of short, bytes-sized consumable videos to skyrocket your sales.
Let’s have a look at the example from ConvertFlow:
ConvertFlow has perfectly embraced the video format into their landing page/homepage. Also, it includes many such short videos to explain and give walkthroughs of their product.
Images also play a vital role to make your landing page conversion-worthy. Try to include large and relevant images that supplement your claims and go along with your page theme naturally. Also, ensure that the image is a high-quality one and doesn’t stretch out much.
High-quality images generally tend to be eye-catchy and captivate users’ attention, which is a key for a high converting landing page. Here’s an example from Airbnb:
Airbnb has perfectly utilized the space with a high-quality and relevant image that captivates users’ attention.
Social proof is something that validates your claims through past client testimonials, reviews, sales figures, client list, or completed projects. Social proof signals that many other people similar to your visitors have purchased or consumed your products/services and are satisfied with them. Also, it is one of the essential elements for landing page search optimization.
Client testimonials and reviews are one of the most utilized social proof to build trust among the target audience. Research by BrightLocal found an average consumer reads at least 10 reviews before trusting a brand.
MailChimp knows it very well and has dedicated a section purely focused on client testimonials. Here, check it out.
What else you can do is highlight recognitions and awards you have been given to increase the trust factor in the eyes of your visitors. Factor in the review scores from websites like Trustpilot, Capterra, and others. Here’s an example of Sendinblue:
Along with rating and reviews from renowned review websites, Sendinblue has also highlighted a list of their major clients that provides users with more social proof. Also, if you scroll down on their page, you’ll find many client testimonials as well that exceedingly increase their trust factor.
Compelling Call-To-Action (CTA)
CTAs are arguably the most critical aspect for conversion-worthy landing pages. It is a standalone button on your landing page; clicking which completes the user conversion goal. Since CTAs play a crucial role to complete the user journey, give a little thought about what will make them click on that tiny little button most people are afraid of.
First off is to avoid generic CTAs such as ‘Sign Up’, ‘Download now’, ‘Click Here’, and others that make your copy sound too ordinary. To generate extraordinary results, you must think out of the box to use CTA buttons that clearly state the benefits and trigger users to click & take action.
Again, MailChimp is a winner and knows how to take their CTA button to the next level with personalization.
A personalized CTA articulates what users will get in return for their click as demonstrated in the above example. Here, the CTA directly addresses the target audience and asks them to craft and send their first email.
Designing your CTA buttons is another aspect to make it stand out from the rest & increase conversion dramatically. Play around and do A/B tests with different colors, fonts, sizes, and placement to find what works best for you.
Simple Lead Forms
Up till now, your landing page has done its job from captivating users through headline to compel them to click on CTA. But what after that?
Someone may argue that it’s easy to increase the click-through rate for your CTAs but it’s a challenge to keep users till the finish line of the lead forms. They are not wrong. People have become conscious of giving out their personal details on any random page.
To tackle this effectively, keep your lead forms simple and minimized for customers to enter bare essential details such as name & email. Asking too much information about your prospects is a turn-off for many.
If you need more information other than name or email, then divide your lead form into multiple steps instead of just making a single form. Also, think about your mobile users as single-page long forms look unpleasant on mobile devices. Not optimizing it for mobile devices is a big mistake.
Shopify does this very well. Here’s a peek into their lead form:
What’s best about it is, it’s simple, minimalistic, and asks only bare essentials information in the lead form at the start followed up with other forms. You should also walk in the footsteps of Shopify and later when your customers start trusting your brand, you can go on to ask for further information.
Landing Page Design
Designing any page has to deal with how they improve the user experience for your prospects. Coined by Donald Norman in the last decade of the 20th century, the user experience design of your landing page has a significant role to play.
It deals with adding aesthetics that spellbound users and remove the distraction. As mentioned earlier, add high-quality images to offer pleasing aesthetics to visitors. Remove any unnecessary clutters and optimize the white space for a more visually sparing landing page.
Also, note that if the landing page is stuffed with too much information, popups, sidebars, and other distractions, the audience is likely to lose interest in them. Your text, language, sentences, paragraphs, CTAs, and everything else should be in sync and flow naturally.
Make your page easily scannable for people with a short attention span who are in a hurry to make quick decisions.
Another thing to optimize is keeping your contact information handy for visitors to get in touch with you. One best practice is to include Call Us Now or Email Us Now CTA buttons in the header for prospects to easily reach out to you.
Mobile responsiveness is an important part of landing page SEO & web design. Not all your prospects will come from the web. In fact, as per Statista, more than 50% of the traffic comes only from mobile. So, optimize your landing page for mobile users.
To mobile-optimize your page, you can use this amazing tool PageSpeed Insights from Google to inspect several aspects of your page and how it performs. It dives deeper into providing information about the performance of Core Web Vitals that are FID, LCP, CLS, and how to improve them to boost the on-page experience for customers.
Also, doing so will aid your landing page SEO effort to improve rankings on Google SERP. Here’s an example of an ideal landing page with a refined design.
Backlinko has perfectly optimized the white space without any sort of distractions. All the landing page elements also look crisp and in-tune with the rest of the page. Also, the page performs well on mobile responsiveness with improved FID and other Core Web Vitals that boost ranking.
Building a conversion-worthy landing page takes more than just putting a bunch of words together by an experienced copywriter. It goes above and beyond to offer your prospect the solution they have been searching for all along.
Leveraging the above-mentioned elements in the right way will help you achieve your goals. It isn’t exactly rocket science to create a conversion-worthy landing page with an impeccable user experience. If the mentioned examples in this blog can do so, you can too.
We have laid down the roadmap for you to start implementing these elements that captivate, impress, and compel users to become your customers. That’s all we have to say, see you on the other side.