Creating a landing page that converts

The purpose of a landing page is to prompt a certain action or result from visitors landing on your website. It’s important to tailor these specific landing pages to help convert those visitors, rather than just sending them to your busy homepage.

This traffic could be coming from a Facebook post, a PPC advert in Google or an email campaign, so it’s important to serve them content that they will engage with. Effective landing pages can generate more leads, build out your contact lists, and help to maximise your marketing ROI.

Here at Fifteen Ten, we know the tricks that help your landing pages convert, and we’ve decided to share some of the key features with you:

Personalisation

  • Your landing pages should provide a customised experience for the visitor, so consider where the user has come from, and who they are. Remember that your visitors are arriving on your landing page with a directed goal or intention in mind, or they would not have clicked. So the first thing you have to do is instantly show relevance to help visitors achieve that goal. Is there any information you could include in your copy to appeal to them specifically, taking into account where they have come from and how they have accessed your page?

Design

  • Keep your landing page design simple to keep the focus on your call to action. Visitors will leave your page within a few seconds of arrival if you don’t offer a strong call-to-action.

Copy

  • The headline on your landing page is so important as it what tells the visitor what your landing page is all about. Use copy that will encourage visitors to keep reading. In your introduction, focus on the benefits of your offer and set them out clearly, perhaps by using bullet points. Don’t give your visitors too much to read. If you give them too many options, they will become overwhelmed and won’t choose any.

Images

  • When it comes to images, try to pick graphics that are consistent with your campaign and those that are of good quality. It’s best to avoid stock images if possible, as the user will want a tailored brand experience. Include your logo on the page for credibility.

Length

  • When it comes to page length, there is no right or wrong answer and it’s down to testing to determine what works best for your audience. It’s worth defining the goals for the page, the type of visitor you want to attract and the content and calls to action that are needed to satisfy the needs of these visitors and get them to take action. If you do use a page that requires scrolling, be sure to include the key information and calls to action above-the-fold.

Web Forms

  • If you are using a web form for data collection then be sure to highlight it by putting a box around it and using an introductory headline.

If you can pre-fill any information in your web form such as name and company then do so, as this will give your visitor one less thing to do.

Draw attention to your call to action button (‘Subscribe here’) by boosting its size and using a standout colour.

The best piece of advice we can offer you is to test your landing pages to find out which features encourage your visitors to convert. If you are looking for some advice then please do get in touch with us here at Fifteen Ten.

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