Landing pages are vital for converting visitors into leads, customers, or subscribers. However, creating a landing page that drives conversions can be challenging. The key lies in optimizing its design, content, and functionality.
Here are seven best practices to help you create high-converting landing pages.
1. Craft a Compelling Headline
The headline is the first thing visitors see when they land on your page. It should grab attention immediately and convey the main benefit of your offer. A clear, concise, and compelling headline sets the tone for the rest of the page. Avoid jargon or complicated terms - simplicity works best.
For example, instead of a generic headline like “Sign Up Now,” try something more specific, such as “Get 20% Off Your First Purchase - Sign Up Today!” This headline immediately communicates the value proposition.
2. Use a Strong Call-to-Action (CTA)
The call-to-action is the button or link that encourages visitors to take the next step, whether it's signing up for a newsletter or making a purchase. A high-converting landing page must have a clear, action-oriented CTA that stands out on the page.
Be sure the CTA is visible and placed strategically throughout the page. Use action verbs like “Get Started,” “Download Now,” or “Claim Your Offer.” The language should align with the user’s intent at that stage of the buying journey.
3. Focus on One Goal
A common mistake with landing pages is trying to accomplish too much at once. Your landing page should have one primary goal, whether it’s lead generation, a product sale, or event registration. Focusing on a single objective prevents confusion and helps guide visitors toward completing the desired action. Eliminate distractions like unnecessary links, sidebars, or pop-ups. The simpler the page, the easier it is for visitors to stay focused on the goal.
4. Keep the Form Simple
Forms are essential for capturing leads, but they can also be a barrier if they’re too long or complicated. The shorter the form, the higher the likelihood of conversion. Ask only for essential information. Most times, just the name and email address are sufficient for a basic lead capture form.
If you need more information, consider offering an incentive like a discount or free resource in exchange for filling out a longer form. Make sure the benefits of submitting the form are clear to the user.
5. Create Trust with Social Proof
Visitors are more likely to convert if they see that others have had a positive experience with your brand. Social proof, such as customer reviews, testimonials, or case studies, can boost trust. Including positive feedback or showcasing customer success stories on your landing page will help visitors feel more confident in their decision to take action.
Pro tip: Use real names and photos, if possible, to make the testimonials more relatable.
6. Optimize for Mobile Devices
With an increasing number of people browsing and shopping on mobile devices, it’s essential that your landing page is mobile-friendly. A page that’s difficult to navigate or slow to load on mobile will drive visitors away. Ensure your landing page has a responsive design that adjusts to different screen sizes. Also, check that your CTA buttons are easy to click on mobile and that forms are easy to complete on smaller screens.
7. Use Visuals Wisely
Images and videos can be powerful tools, but they must support your goal, not distract from it. Use visuals that illustrate the benefits of your product or service and help communicate your message. High-quality images of your product in use or a short explainer video can encourage visitors to convert.
However, be mindful of page load times. Large image files or auto-play videos can slow down your landing page, which may negatively affect conversions. Always optimize visuals to maintain fast loading speeds.
Final Thoughts
Creating a high-converting landing page requires a strategic approach. Focus on clear messaging, a strong CTA, simplicity, and trust-building elements to increase your chances of success. Additionally, ensure that your page is mobile-optimized and free from distractions to maintain visitor focus. Keep testing and iterating based on performance data to continuously improve your landing page’s conversion rates.