High Converting Landing Pages:
Landing pages are digital sales and marketing workhorses for businesses. They succeed if you have deep knowledge of each buyer segment.
Growing businesses have multiple landing pages for each market segment – your offer might target the C suite of decision-makers. There would be a landing page for each role type – CEOs, CFOs, and CPOs.
Large businesses operate up to seven hundred landing pages. You will need multiple landing pages regardless of your business size, location and industry – segmenting your market with clearly differentiated offers – requires individual landing pages to maximise revenue.
The following is a landing page checklist for your review.
Landing page vs. website: what’s the difference?
The desired outcome is the main difference between a website and a landing page.
When someone lands on your website, there are many options – about us, blog, purpose, contact us and many others.
A landing page has one clear goal – the ideal buyer clicks a Call to Action (CTA). Every word on the landing page is optimised to support this one CTA – outcome.
The Benefits of Landing Pages
High conversion rates
The average landing page conversion rate across industries is 2.35 percent, with the top 25 percent converting at 5.31 percent or higher.
According to Hubspot, the proven science of how to increase lead generation by 55% – companies with 10 to 15 landing pages increase leads by 55 percent.
The Anatomy of a Landing Page
Creating professional-looking landing pages that convert requires the following elements.
Headline
A bold, eye-catching headline captures your ideal buyers’ attention and conveys your landing page’s offer in a few words.
Subheadline
After reading your headline and subheadline, your potential ideal buyers should understand what you do and what you’re offering.
Content
Gone are the days when wild unsubstantiated claims would drive revenue. Your content needs to layer with clarity and logic why an ideal buyer might purchase.
Each sentence and paragraph requires potential buyers to form an opinion – a micro-yes – before they proceed to the next.
Testimonials, Media news content – more trust
Social proof is one of the most effective ways to gain new customers. 70% of people trust recommendations from people online, even if they don’t know them – add them.
Add this if your business or offer has been in the news, TV, or press. All of these elements boost trust with potential buyers.
Core benefits
- Focus on two to four benefits – don’t overwhelm people. Benefits are the reasons to click your CTA.
- Results are what drive conversions and are of interest to your potential buyers.
Call-to-action
Ensure the CTA button on your landing page is clear, bold, and active. A button that says “Click here to learn more” isn’t motivating. The CTA needs to convey your offer – if you are selling retirement homes – the CTA might be – Click to find happier times.
Videos or not?
Landing pages that incorporate video have a 34% higher conversion rate. Potential buyers love short, 1-2 minute engaging videos, which give a more accessible medium to consume content.
Optimised lead generation forms
According to Niel Patel, an optimised lead gen form can increase your conversion rate by up to 672%. Here are a few quick tips
- Place it above the fold: this is where attention is highest and clicks are most likely.
- Remove barriers: if you offer free shipping, a money-back guarantee, or another offer that will help your customer overcome concerns.
Incorporate live chat or not?
Around 41% of customers expect websites to have a live chat feature, and 38% of customers are likelier to buy from a company if they have a live chat. The question is, will live chat improve conversions on a landing page? The answer is that it depends – best to test and test.
It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- More attention first
- Next More engagement
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.
If you have read this far, thank you for your attention.
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It means a lot. If this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
