Creating engaging high-converting landing pages is an essential part of any digital marketing strategy. Your page needs to convert visitors into customers. Otherwise, no amount of traffic will be enough. Although it might not seem easy at first, it is an achievable task, especially if you're ready to invest some effort.Taking up something new is always exciting, even though it can sometimes be challenging. You simply don't know where to start. This article will serve as a guide and helping hand for you to increase conversions as soon as possible.
What is a high-converting landing page?
To be good at something, you need to understand the basics. So what is a landing page, and why do you need a high-converting one?A landing page is a standalone web page created for specific products or categories and optimized for conversion. The main purpose of a landing page is to nudge visitors, either from organic search or PPC ads, to follow your call to action and make a purchase, leave an email address, or do whatever it is you want them to do.Only a certain percentage of people who visit a page end up going to the next step. The average conversion rate is a measly 2.35%. The top 25% of performers show conversion rates closer to 5%. While that’s not a huge number, it’s double the average! And it’s completely achievable with a few optimization tricks.Of course, a large part of converting users is attracting users who are interested in making a purchase in the first place. But even with highly relevant traffic, creating a high-converting landing page does matter.Once you attract the right people to your landing pages through marketing or clever choice keywords, you have to convince them your company has the best product. A well-made landing page should do just that for your business.See more: "20 Fresh Landing Page Statistics: The Stats to Know for 2022" by Email Vendor Selection
The structure of a high-converting landing pages:
A high-converting landing page is a page that converts visitors to customers. While the page structure of a high-converting landing page may vary on industry or offer, there are some key features of the page to always keep in mind:
- Clear & compelling headline
- The headline is the first thing your potential sees when they click on your page, and so plays a signification role in whether they keep scrolling or not. Make sure that your headline captures the main idea in a way that's appealing to the target audience.Statistically, you have only 8 seconds to grab a user’s attention, so the first thing they see on your website has to be impactful. Here are some examples of relevant and catchy headlines:
- "Create beautiful emails and landing pages, fast."
- "A Content Creation Platform Built For Agencies"
- "All-in-one SEO software made simple. Finally."
- What is similar between these headlines (and why they work) is that they're clear and concise. At first glance, the audience knows what you have to offer, and who you offer it to, and its unique value proposition is highlighted -- "all-in-one" "fast" "built for agencies."
- Clear content, simple words, and easy explanations
- Speaking about clear and concise. The visitor to your landing page has to be able to scan the information and get the main idea easily. Some things to avoid are:
- Using navigational links
- Extra advertisements
- More than one CTA
- These can take away from the main goal of the landing page and offer too many opportunities for distraction for the reader.Instead, try to:
- Make your page easy to scan by adding headers or images to break down content
- Visually discern the main elements of the page like CTA. Make CTA buttons large that are high in contrast with the rest of the page.
- Use photos that are diverse and inclusive and your audience can feel represented in
- Use bullet points to get straight to the point
- And again ... use simple copy and design elements
- Use the right keywords
- The right keywords set the tone, guide the user, and capture attention. You may already know what words you want to emphasize in your text intuitively, but it's always better to check with a specialized tool.SE Ranking’s SEO keyword finder can help you with this. It’s a tool that facilitates both keywords discovery and keyword research. With SE Ranking, you can find the keywords your page and your competitors’ pages rank for and compile them into a list.You can also see how competitive certain keywords are and how much traffic they receive. This will help you set priorities in SEO. With a keyword list, you can add relevant keywords to your landing pages to improve on-page optimization. There is a free two-week trial is free for all new users.
- Source: SE Ranking
- Stay consistent and on-brand
- A new campaign doesn't equal a new brand. Maintain the overall style so that customers can instantly make the right associations. Colors, fonts, design style, and any other brand guidelines should remain consistent throughout all outgoing communications. Creating engaging and high performing landing pages while staying on brand is easy with BEE’s landing page templates. With Team or Enterprise plans, import brand guidelines into your workspace and then further customize the template using content blocks, images, videos, gifs, and more.
- Optimize Landing Page for Mobile
- In 2021, 70% of retail website visits came from mobile. There's no need to lose potential customers due to underestimating the importance of mobile responsive websites.
- With BEE Pro, it doesn’t take much to create a page that looks as good on mobile as on desktop. Granted, it may take plenty of work if you’re coding it from the ground up, but BEE Pro is a drag-and-drop visual builder and editor that does the coding for you, rendering, and mobile optimized for you.
- BEE Pro’s Mobile Design Mode lets you create emails and landing pages that work on any mobile device. On top of that, it facilitates all the best practices of mobile-first design like a limitation of colors and a one-column layout.
Tips to Create Engaging Landing Pages
Now that we got the must-haves of a landing page down, here are some additional ways to increase engagement and conversion.
- Talk like your audience
- It's no secret that you need to know what your target audience is like – how they talk, their interests, and what they're looking for. If you’re selling a B2C product to 20-year-olds, you don’t want to sound like you’re selling a B2B product to middle management in their late thirties.
- The nature of your product dictates your audience, and audiences typically respond to different messages. Depending on your audience's age and profession, you may want to make your sales copy more or less formal.
- The same goes for the choice of words in good copywriting: should you put a pun in there, use professional jargon, etc. In the example below, the company can afford to say their service is “the wowest” because their audience is professionals under 35 who’d probably appreciate the joke.
- Source: SE Ranking
- Competitor comparison table
- Reviews have a significant influence on any business's reputation. Over 90% of B2B buyers read reviews and conduct other types of research before purchasing. This means reviews are a crucial part of successful landing pages. The problem is that since they appear on your website and not on a third-party platform, they’re less trustworthy by default. How do you deal with that?First, the reviews posted on the landing page should be personalized. This means adding a photo of the person giving the review and their position. Mentioning their company and adding their logo to the page can also improve conversions.Another thing you can do is ask your clients to provide video testimonials. They may be harder to obtain than written reviews, but they will improve trustworthiness.If your business has excellent reviews, they can serve as social proof and customer reviews. It will be a great addition to the landing page.
- Source: beefree.io
- Showcase reviews and social proof
- Most people who visit your landing page are not going to buy outright. They will probably want to research the competitors to see what is out there and make an informed decision.You want to precede that and position your service in a favorable light. Consider adding a competitor comparison table to the landing page.The leads will look up your competitors anyways, so it certainly won’t hurt to mention them. This can serve as a narrative about your competitors that showcases your product’s advantages.
- Source: Ecwid
- Custom Illustrations or stock images
- As mentioned earlier, landing pages are typically only scanned, not read. So try offering visuals to get your point across. There are many free custom illustrations or stock image sites in the market that you can add to make scanning the page easier for the visitor. This custom illustration example by Verblio explores the common pains of the target audience in a creative way.
- Catch Attention with Videos
- On top of illustration and interactive elements, videos can be a simple way to communicate the selling points of your product. The two most common video types for landing pages are explainer videos and video testimonials.Whichever video type you decide, you can easily add video content to your landing page with BEE Pro.
Keep Experimenting with BEE Pro!
The main thing when it comes to creating a high-converting landing page is experimentation! Try something different to your layout, copy, and/or design.BEE Pro allows you to easily duplicate any page and drag-and-drop additional content, move content around, or hide specific elements! Start from scratch or use one of BEE Pro’s 300+ landing page templates. We guarantee there is something for every industry or occasion.Happy Designing!