• Claire Shelley

What makes a high-converting landing page?

Updated: Dec 17, 2020

I’m often asked to build landing pages for clients, here's why. Landing pages are great for promotion, whether you have a new product or special offer in mind, they are an effective way of building your list and generating leads, without making big changes to your website.

What is a landing page and when might you use one?

A landing page is a standalone web page, created specifically for marketing or advertising. Landing pages, or squeeze pages as they are sometimes known, are created with minimum distraction in mind.

Your visitor will land on the page after they click on a link within an email, social media post or a Facebook ad.

Unlike a standard web page that contains a menu, links and many other features, the job of a landing page is to achieve a single goal or call to action (CTA). The content should talk about just one subject and the buttons should encourage the reader to complete the action.

We spend a lot of time browsing the internet and consume huge quantities of information, so you need to capture the reader's attention long enough to entice them into joining your webinar or downloading your PDF.

Visitors will hand over their email address in return for your valuable information. The overall strategic aim is to grow your mailing list, which ultimately will lead to more business. You can read more about mailing lists in an earlier blog.

Conversion rates of campaigns can be improved by using landing pages as you are getting your visitor to focus on just one thing, taking that action.

Tips to producing a high-converting landing page

The loading speed of the page is crucial; ideally the page should load in under 3 seconds for lead generation.

Make sure you put your most important information right at the top of the page “above the fold” (a reference to newspapers where attention-grabbing headlines, content and imagery is placed on the top half of the page. This principle remains the same for digital content.)

Use your brand colours and fonts to keep your online presence congruent, include a clear headline and outline the benefits of the product or service to generate interest.

Be sure to include some testimonials, this is very powerful! Feedback provides social proof about your product or service and could compel the reader into taking that all important action.

It’s easy to assume that readers will know what to do when they arrive on your landing page, but inviting them to take the next step can be an effective way of getting better conversion rates. e.g. ‘download now’ or ‘hit the button to get your free pdf’.

Need a hand getting your first landing page together? Give me a shout hello@claireshelley.co.uk

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