How to Create a Landing Page that Converts

Randy Soderman
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We’ve all been there, seeing a ton of traffic going to our site and then checking leads/sales to see ZERO, nada. What?! Ugh!

You’ve done everything: created a beautiful website to showcase your products, implemented quick SEO tips and spread the word to your loyal following on social media. It all led to a nice uptick in traffic.

Unfortunately, unless your landing page is set up correctly to convert traffic into paying customers, you’re dead in the water. Before you reap the benefits of your marketing efforts, you still have a few integral things to do.

One of them involves creating a landing page that converts visitors into customers. Don’t be misinformed here: A landing page is not your home page. It’s a very specific, isolated page that works to collect emails or important information so you can convert visitors into leads and leads into sales. Customers are directed to a landing page after they’ve clicked on one of your calls to action (CTA). Since its sole purpose is conversion, there is a very specific way that you should go about setting up your landing page. In this article, we’ll explore how to create a landing page that converts.

Landing page that converts

Types of Landing Pages

The first thing you should know is how to differentiate your landing pages. There are two main types that you should implement: reference landing pages and transactional landing pages.

A reference landing page helps appeal to your visitors and showcases information they might find relevant. It can also include an overview of your products or services.

A transactional landing page is more persuading. It encourages your visitors to either complete a transaction or, at the very least, provide some sort of contact information that you can use to reach out later.

Benefits of a Landing Page

Landing pages are essential for a successful marketing campaign. In addition to the increased conversion rates, you’ll reap a number of benefits when you utilize landing pages:

  1. Landing pages help you capture quality leads without expending much effort.
  2. They increase your return on investment (ROI) for advertising in the most effective and efficient way.
  3. Landing pages boost your local ranking in search engine results pages (SERPs), which increases your local customer base and overall sales.
  4. You’ll achieve a better, stronger user experience for individuals visiting your site. In turn, this increases your online credibility, leadership and trust.

How to Create a Landing Page That Converts

Contrary to what you might think, creating a landing page is fairly straightforward. There are a few simple steps you should follow and remember: Always avoid distracting your potential customers from your primary goal of a conversion.

Step 1: Define Your Audience

To appeal to what your customers want, you have to know who they are. Take some time to clearly identify their demographics, education, career, priorities or any characteristic that will help you sell to them. This is considered your buyer persona and should be an overview of your ideal target audience. Once you define who that is, you can start brainstorming ways a landing page will appeal to them and get them to convert. Conduct surveys and do research, test out your pages and make changes as needed.

Step 2: Create a Clear, Concise Call to Action

If you want your visitors to take action, you need to be extremely clear what that action will be. Therefore, you should create only one CTA for each landing page. You can have customers fill out a form, complete a survey, sign up for a free trial, register their email address, subscribe to things or even exchange information for discounts. Again, stick to only one per landing page for the best results.

Step 3: Research Keywords

The best way to succeed is through targeting long-tail keywords that are specific and relevant to your landing page. The better your keywords, the higher your rankings and the stronger your ROI will be.

Step 4: Catch Their Attention

Once people arrive on your landing page, you need to catch their attention as quickly as possible. Great headlines make all of the difference in converting visitors into customers. Grab their attention, be straightforward in your explanation or come up with something short and sweet that sells. Whatever you do, make sure people notice it.

Step 5: Make an Irresistible Offer

Whatever action you decide to use for your CTA, make sure that the reward is irresistible. If you don’t, you won’t see a very positive response. Entice a little fear of missing out (FOMO), keep the language simple and clean and be precise. Don’t forget to pay attention to the design of the button itself — you want it to stand out and scream “click me!”

Step 6: Be Visual

Pictures and videos are more effective at converting people than text, especially in today’s fast-paced world. Use visual aids for stronger, faster and easier comprehension from your visitors. This helps push your message and further influence your visitors’ actions, sometimes without them even realizing it.

Step 7: Always Link Your Ad

Whenever you utilize digital advertising, always, always link to a landing page. If you don’t, you’re wasting your money. Ads that take visitors directly to your landing page help strengthen your marketing message and lead to more conversions.

Step 8: Don’t Forget About Reviews

People trust random strangers on the Internet. When your visitors read reviews, they consider them just as much as they do personal recommendations. Use that to your advantage on your landing pages. It doesn’t have to be solely reviews. You can opt for partner brand logos, certifications, testimonials, customer ratings, test results and more. Do whatever works best for you and your company, just include something.

Step 9: Track Your Results

Utilize analytics to track the performance of your landing page. This will give you insight on who’s visiting, what they’re doing and if they’ve converted — all of which is essential in creating a strong marketing and advertising strategy.

Step 10: Optimize Your Landing Page for SEO

The stronger your SEO, the more traffic you’ll receive. Optimize your content along with title tags, meta descriptions and header tags. Use SEO best practices and always remember to use high-quality content.

Step 11: Creating Your Landing Page

There are a number of different platforms you can use to create your landing page, but some suggestions to include during the process:

  • Professional Templates
  • Mobile Optimization
  • A/B Testing Tools
  • Comprehensive Integration
  • Custom Codes for Tracking
  • Overall Analytics
  • Easily Integrated Media
  • Multiple User Access

Step 12: Choose Your Platform

Most people who want to create landing pages aren’t web developers. Luckily, you don’t have to be. Here are some of the best tools and websites being used in 2019 to create flawless landing pages:

  1. Landingi
  2. Unbounce
  3. Instapage
  4. Leadpages
  5. Lander
  6. Shortstack
  7. LaunchRock

Creating a landing page is essential if you want to start seeing more customers, more conversions and more profits. Luckily, it’s not rocket science. All you need to do is follow the steps we’ve discussed and pick your preferred platform. Once you’ve got everything set up, continue to test it and make any changes where needed. Pretty soon, you’ll be an expert in landing pages and reap the benefits.

Written by Randy Soderman

Randy Soderman
Randy Soderman is a serial technology entrepreneur and founder of Soderman SEO, a nationally recognized, award-winning digital marketing and SEO company located in Phoenix, Arizona.

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