The Ultimate Guide to Designing Landing Pages that Convert

Creating a landing page that converts is both an art and a science. It involves crafting a page that captures attention, generates interest, and encourages action. In this ultimate guide, we will explore the best practices for designing high-converting landing pages and highlight common mistakes to avoid.

Create a Standout Headline

Make sure to create a compelling headline that is clear, relevant, and relatable. Keep it short and consistent with your marketing materials to prevent confusion. Use your headline to showcase a problem and provide a solution, to grab the readers' attention right from the start.

Example:

• Problem: "Struggling to manage your social media?"

• Solution: "Discover our easy-to-use social media management tool."

Engage with a Subheading

Subheadings provide more concrete information and work in tandem with your headline to keep visitors engaged. They should expand on the headline, giving readers a reason to stay on the page. Longer landing pages can generate more leads by providing detailed information, but make sure your subheadings keep the flow easy to follow.

Example:

• "Our tool saves you time and effort, allowing you to focus on growing your business."

Write Digestible Copy

Your copy should be brief and to the point. Use bullet points and short descriptions to maintain clarity and keep visitors engaged. Actionable copy empowers visitors to take the next step without feeling overwhelmed by large blocks of text.

Example:

• Our tool helps you to:

  • Schedule posts in advance

  • Monitor engagement in real-time

  • Analyse performance with detailed reports

Place Forms Above the Fold

Lead generation forms are crucial, and their placement can significantly impact conversions. Ensure your forms are visible without the need to scroll (above the fold). Keep them short, capturing only the necessary information to prevent frustration and reduce drop-off rates.

Example:

• Instead of asking for detailed demographic information, simply request the visitor's name and email address.

Craft Compelling Calls to Action (CTAs)

Your CTAs should be clear and concise and create a sense of urgency. Personalised CTAs can make visitors feel like they are making the right decision. If applicable, use location-based personalisation to increase conversion chances.

Example:

• "Get Started Now" or "Claim Your Free Trial Today"

Use Evocative Hero Images

Hero images are the large banners at the top of your landing page. They should be impactful and related to your product or service because visual elements are processed faster and retain attention better than text. Images with human faces can evoke emotional responses and create a connection with your audience.

Example:

• Use an image of a happy customer using your product.

Incorporate Fascinating Video Content

Videos can significantly increase the time visitors spend on your landing page. Use videos to showcase your products, share customer endorsements, or highlight special offers. Social proof, like testimonials and customer reviews, can also encourage conversions.

Example:

• A short video showing how easy it is to use your tool, combined with customer testimonials.

Conclusion: Mastering the Art of Landing Page Design

Designing landing pages that convert requires a strategic approach. Focus on creating standout headlines, engaging subheadings, and digestible copy. Place forms above the fold, craft compelling CTAs, and use evocative hero images and videos to capture attention and drive action.

Remember, the goal is to create a seamless and enjoyable user experience that leads visitors toward taking the desired action. By following these best practices, you can design landing pages that not only attract visitors but also convert them into loyal customers.