The Anatomy of a Landing Page that Converts

ContentMarketingLanding Pages can convert visitors to customers or they can just be a nuisance to someone trying to find information on your website.   If you are sending visitors to your home page as the starting point of your sales funnel, then you might want to change your digital marketing plan.  A well-designed landing page is much more likely to convert visitors into leads.

With a dedicated landing page as an extension of your campaign you can focus visitors’ attention on the end goal – which for you, is either a lead capture or if you have an ecommerce site, a sale.

The key to designing a successful landing page includes:

  1. Identify your customer persona and create an appropriate hook,
  2. Clarify your end goal, such as capturing data in exchange for a white paper, coupon or an eBook,
  3. Design a landing page geared to convert, like this one:

  • Remove unnecessary content to focus visitors’ attention on your offer. Remove your menu and anything else that distracts from your main message.
  • Your headline needs be the biggest and boldest thing on the page, and should be the natural extension to the ad or email message that brought them there.
  • Use an image, or even better, a video to support your offer and make the call to action clear.
  • Keep your copy short and to the point. Using bullets is an ideal way to achieve this.
  • Keep the all-important lead capture form near the top, keep it short, and keep it simple. The more hoops a potential lead is required to jump through, the less likely they are to complete the process.
  • Consider adding testimonials, or other bite-sized content that strengthens your credentials.
  • The final thing to do is to measure your success, then use split tests to tweak and improve your conversion rate.

If you would like help setting up online landing pages that convert for you, get in touch with Maryn at WSI WebSense.

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