Looking at a landing page, it’s easy to tell when one is not going to covert. It’s also easy to look at a landing page and know if it will covert exceptionally well. In this post, I will share what it takes to build a high converting landing page for your business and products and services.
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Would you like to know the secret of a high converting landing page? There is a formula for building landing pages, and that’s what we’ll be sharing it with you. And as long as you stick to the formula, step by step, better results will be achieved. But if you don’t follow the formula, step by step, you’ll find that your conversions will drop, and your landing pages won’t do well.
How to Build a High Converting Landing Page
Let’s get started. First, to build a high converting landing page, you need to clearly state your value proposition in the header. This is important. A lot of people say, “I’ll state the value proposition somewhere on the page.” No. A person’s attention span is shorter than that of a goldfish. In other words, you are lost if you don’t catch their attention in the headline.
Out of ten people, eight will read your headline, but only two out of ten will read the rest of the copy. Your headline will make people read the rest of your content, or you’re going to lose them. If you can use your value proposition to create a brilliant headline, you can attract people to read the rest of your landing page.
The best tip that I can give you, since everyone will have a different value proposition, is to make sure your headline is something bold. You’re making a statement. It’s short and to the point. You don’t want something that runs on and on. Ideally, when building a high converting landing page, you only want to use seven or eight words, max. Ultimately, you’ll do much better. If your headline is a run-on, you’re going to lose people.
The second thing you need on your high converting landing page is a visual focus. Whether it’s a head-shot, product shot, or a video, you need some sort of visual focus where people can put all their attention. As soon as someone sees a headline, they read it. You need the visual to grab their attention, and you need to get them to keep going down your page. When you only use text and no visuals, you’ll find the conversions are not as impressive. The higher the quality content you create, the better off you are.
The third thing that you need is to explain the features and benefits. But it’s not just about features. You need to concentrate more on the benefits. Mention the features because if you don’t, you’re not going to get as many conversions. But, the benefits are the key. People don’t buy something because of the features; they buy because of the benefits. Generally, benefits are the solution to their problem, for instance, saving them time or saving them money.
If your benefits aren’t listed and clearly stated, you’re not going to do well.
On a high converting landing page, you don’t want to just state any random benefits. You want to talk to your ideal customers. Find out the problems that they’re facing. Ideally, your product or solution should solve those problems. Your solutions should be listed as benefits – how you solve their problems. Don’t talk about how you solve X, Y, and Z problems. Instead, think about if something takes a lot of time for people. You can say, on average, this saves three hours. That’s the benefit.
The fourth step is to present a single and concise call-to-action. A lot of people think, “Oh, I’ve got a landing page. I’m going to put calls-to-action all over.” You could do that. And for some products it might work, but not for most.
There is a reason you want to have a single focus call-to-action on your high converting landing page. When you have your headline, visual focus, benefits, and solutions, you’re answering the objections. Once someone gets the whole story and understands why they should buy your product or service, then your call-to-action, they’re much more likely to convert. Most people like saying, “Hey, here’s what I’m selling.” And above the fold, they just put a call to action like “click this: Here are some more details.” This doesn’t give anyone the full picture. When they go to the checkout page or the lead form page, converting them is less likely. The goal isn’t to get a lot of people to check out a lead form page. It’s about getting the highest number of form completions. You may not get as many clicks, but you could be better off if everyone who visits those pages convert.
That’s why you want to answer all the objections. The benefits have your main heading, have your main visual focus, and then go to your call to action versus “hey, you’re on my landing page. You came here, click this. And buy right away.” Most people will say, “Sorry, see you later.”
The fifth thing to do for a high converting landing page is to incorporate testimonials and other social proof. I love including reviews, whether it’s for a service or product. Reviews are amazing. The reason reviews are amazing is that people know the truth, how they feel, how they don’t feel, and if it’s excellent or bad. By including reviews, people can then get a better sense if your offer is right for them or not.
The sixth thing you should do is to offer a guarantee. Whether you’re giving a free trial, or you’re offering a 30-day or 60-day money-back guarantee. Those are fantastic things. You want people to feel comfortable. If they’re not happy, you’re going to end up refunding them anyways. If you don’t, in the long run, it’s going to tarnish your brand. Look, we’re not all perfect. We all get complaints. When that happens, what do we do? You solve them. That’s why guarantees are essential. The moment you can solve these problems for people and show that you’re there and care, they’re more likely to convert.
The final step is to integrate storytelling into your high converting landing page. If you don’t incorporate storytelling, you’ll find that your conversions won’t perform as well.
Whether you like soap operas, or not, other people do. That’s why they’re on television, twenty-four hours a day, seven days a week. Integrate storytelling and take people through the emotional roller coaster, the ups, the downs. They’re much more likely to convert. It’s all about the story. It’s that thousand plus year-old marketing technique that we all have a tendency to forget. But it’s worked for years, and it will continue working regardless of the platform, and no matter what algorithm updates happen. Storytelling is so compelling, you need to use it in all of your landing pages.
Thank you for reading about how to build a high converting landing page. And if you need help with your conversion optimization, we can help you. Please, make sure you leave a comment below and subscribe to our newsletter.