Having an effective landing page ensures all your great inbound marketing work isn\u2019t for naught \u2014 once customers arrive on your website, they stay awhile and either make a purchase or take the next important step in the customer journey.<\/p>\n
So if you don\u2019t want your hard-earned web traffic to slip away, you need to know how to create landing pages that convert. We\u2019ve outlined 9 important steps for you to follow.<\/p>\n
Quick Takeaways:<\/h2>\n\n- Killer headlines and subheadings work together to grab attention.<\/span><\/li>\n<\/ul>\n
\n- Compelling landing page copy dives deeper into how your brand provides value.<\/span><\/li>\n<\/ul>\n
\n- SEO content is just as important for landing pages as it is for blogs.<\/span><\/li>\n<\/ul>\n
\n- Clear CTAs are essential for getting customers to take the next step.<\/span><\/li>\n<\/ul>\n
\n- Visual content is proven to rank and convert better than text-only content.<\/span><\/li>\n<\/ul>\n
First Thing\u2019s First: What\u2019s Your Goal?<\/h2>\n
Before we dive into the nuts and bolts of constructing the perfect landing page, it\u2019s important that you have a clear answer to this question:<\/p>\n
What is the goal of your landing page?<\/em><\/p>\nWe know that you want to convert customers. But in what way? For example, some landing pages are transactional, driving customers to make a purchase before they leave. Others provide valuable information aimed at getting customers to take important next steps.<\/p>\n
The right marketing goal<\/a> may depend on your brand.<\/p>\nIf you\u2019re a B2C retail brand, you\u2019re more likely to have transactional goals. If you provide B2B services, you\u2019re more likely to want your customers to take another kind of action. The important thing is to establish your goals from the start. While many of the key components of your landing page will be the same no matter what, your goals will drive the message behind them.<\/p>\n
And that message? It\u2019s important.<\/p>\n
Think of it this way: you have about 10 seconds<\/a> to make an impression. When a potential customer gets to your landing page, they need to know right away how you can provide value. More specifically, they need to know how they\u2019ll find that value by sticking around on your website.<\/p>\nOnce you\u2019ve got that down, you\u2019re ready to create your page! Let\u2019s dive in.<\/p>\n
How to Create Landing Pages that Convert<\/h2>\nAn Attention-Grabbing Headline<\/h3>\n
Remember that 10-second rule? Your headline is your best shot at success. Just like in every perfect blog post<\/a>, the headline is the first thing people should notice when they get to your landing page. It should be prominent and stand out from the rest of the copy on your page.<\/p>\nResearch shows these best practices for creating headlines:<\/p>\n
\n- Use numbers<\/strong> – Headlines with numbers are the most preferred and most clicked type of headline, and they also convert at the highest rate. Highrise, a CRM software company, found that their landing page converted at a 30%<\/a> higher rate when its headline included a number.<\/li>\n<\/ul>\n
![\"Chart](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Headline-Stat-300x203.png\")
<\/p>\n
Image Source<\/a><\/p>\n\n- Use Negative Language <\/strong>– This sounds counterintuitive, but it\u2019s really effective. Using words like \u201cnever\u201d or \u201cno more\u201d call your customer\u2019s attention immediately to the problem or need they want your brand to solve. Seeing you promise to do just that right in your headline keeps them around to learn more.<\/li>\n<\/ul>\n
\n- Don\u2019t Be Wordy<\/strong> – Studies have shown that headlines with fewer words (usually somewhere between 5-10) perform better. Keep in mind, too, that Google only displays 60 characters of your headline, which is about 10 words.<\/li>\n<\/ul>\n
Your headline should allude to what sets your brand apart, whether it\u2019s obviously stated or conveyed through tone and style. It should align with your prospective customer\u2019s needs and be clear (even if you don\u2019t use negative language) that you can address their pain points.<\/p>\n
More than anything else, it should stand out. Research shows that 80%<\/a> of readers never even make it past a brand\u2019s headline. You can\u2019t be too sure the one you\u2019re using is effective \u2014 try different options, test them out, and go with the headline that performs best.<\/p>\nWant a deeper dive into writing great headlines? Check out these tips from marketing guru Neil Patel.<\/p>\n
- \n
- Compelling landing page copy dives deeper into how your brand provides value.<\/span><\/li>\n<\/ul>\n
- \n
- SEO content is just as important for landing pages as it is for blogs.<\/span><\/li>\n<\/ul>\n
- \n
- Clear CTAs are essential for getting customers to take the next step.<\/span><\/li>\n<\/ul>\n
- \n
- Visual content is proven to rank and convert better than text-only content.<\/span><\/li>\n<\/ul>\n
First Thing\u2019s First: What\u2019s Your Goal?<\/h2>\n
Before we dive into the nuts and bolts of constructing the perfect landing page, it\u2019s important that you have a clear answer to this question:<\/p>\n
What is the goal of your landing page?<\/em><\/p>\n
We know that you want to convert customers. But in what way? For example, some landing pages are transactional, driving customers to make a purchase before they leave. Others provide valuable information aimed at getting customers to take important next steps.<\/p>\n
The right marketing goal<\/a> may depend on your brand.<\/p>\n
If you\u2019re a B2C retail brand, you\u2019re more likely to have transactional goals. If you provide B2B services, you\u2019re more likely to want your customers to take another kind of action. The important thing is to establish your goals from the start. While many of the key components of your landing page will be the same no matter what, your goals will drive the message behind them.<\/p>\n
And that message? It\u2019s important.<\/p>\n
Think of it this way: you have about 10 seconds<\/a> to make an impression. When a potential customer gets to your landing page, they need to know right away how you can provide value. More specifically, they need to know how they\u2019ll find that value by sticking around on your website.<\/p>\n
Once you\u2019ve got that down, you\u2019re ready to create your page! Let\u2019s dive in.<\/p>\n
How to Create Landing Pages that Convert<\/h2>\n
An Attention-Grabbing Headline<\/h3>\n
Remember that 10-second rule? Your headline is your best shot at success. Just like in every perfect blog post<\/a>, the headline is the first thing people should notice when they get to your landing page. It should be prominent and stand out from the rest of the copy on your page.<\/p>\n
Research shows these best practices for creating headlines:<\/p>\n
- \n
- Use numbers<\/strong> – Headlines with numbers are the most preferred and most clicked type of headline, and they also convert at the highest rate. Highrise, a CRM software company, found that their landing page converted at a 30%<\/a> higher rate when its headline included a number.<\/li>\n<\/ul>\n<\/p>\n
Image Source<\/a><\/p>\n
- \n
- Use Negative Language <\/strong>– This sounds counterintuitive, but it\u2019s really effective. Using words like \u201cnever\u201d or \u201cno more\u201d call your customer\u2019s attention immediately to the problem or need they want your brand to solve. Seeing you promise to do just that right in your headline keeps them around to learn more.<\/li>\n<\/ul>\n
- \n
- Don\u2019t Be Wordy<\/strong> – Studies have shown that headlines with fewer words (usually somewhere between 5-10) perform better. Keep in mind, too, that Google only displays 60 characters of your headline, which is about 10 words.<\/li>\n<\/ul>\n
Your headline should allude to what sets your brand apart, whether it\u2019s obviously stated or conveyed through tone and style. It should align with your prospective customer\u2019s needs and be clear (even if you don\u2019t use negative language) that you can address their pain points.<\/p>\n
More than anything else, it should stand out. Research shows that 80%<\/a> of readers never even make it past a brand\u2019s headline. You can\u2019t be too sure the one you\u2019re using is effective \u2014 try different options, test them out, and go with the headline that performs best.<\/p>\n
Want a deeper dive into writing great headlines? Check out these tips from marketing guru Neil Patel.<\/p>\n
- Don\u2019t Be Wordy<\/strong> – Studies have shown that headlines with fewer words (usually somewhere between 5-10) perform better. Keep in mind, too, that Google only displays 60 characters of your headline, which is about 10 words.<\/li>\n<\/ul>\n
- Use Negative Language <\/strong>– This sounds counterintuitive, but it\u2019s really effective. Using words like \u201cnever\u201d or \u201cno more\u201d call your customer\u2019s attention immediately to the problem or need they want your brand to solve. Seeing you promise to do just that right in your headline keeps them around to learn more.<\/li>\n<\/ul>\n
- Use numbers<\/strong> – Headlines with numbers are the most preferred and most clicked type of headline, and they also convert at the highest rate. Highrise, a CRM software company, found that their landing page converted at a 30%<\/a> higher rate when its headline included a number.<\/li>\n<\/ul>\n
- Visual content is proven to rank and convert better than text-only content.<\/span><\/li>\n<\/ul>\n
- Clear CTAs are essential for getting customers to take the next step.<\/span><\/li>\n<\/ul>\n
- SEO content is just as important for landing pages as it is for blogs.<\/span><\/li>\n<\/ul>\n