A website’s landing page design plays a significant role in making the business thrive online.
Today, thanks to the evolution of the internet and social media, you can easily find resources and workforce, which can help you design a killer website that works as a lead magnet.
The website helps you in improving brand awareness by reaching to new prospects. The website allows you to entertain people, showcase your expertise and convert them as your customers.
Website is made of different webpages. To promote specific services and products, you can create dedicated pages known as landing pages where the visitors will find specific information about your business.
Visitors land on the landing pages through any other 3rd party resources like search engines, social media, emails, SMS, etc.
Why Do I need Landing Pages To Improve My Conversion
The landing page works as a bridge between your business and visitors. It strategically converts those visitors into your loyal customers.
Gone are the days when things were a lot more lenient, and you could rank your website on SERP easily and keep getting leads and conversions.
Today, in the competitive digital marketing space, it is hard to bring conversions for your business online and keep getting that flow of new consumers all the time.
Today, you need to make people believe that you are the right business for their requirements, and you have what it takes to solve their problems and improve their lives.
If you think that you can do that using social media marketing and email marketing, you are right, but a website would do this task more effectively.
You need a website which works as a virtual departmental store which is open 24×7 and 365 days and on the website those landing pages would be your most profitable area.
Unlike other webpages on the website like home, about, contact, services, and so on; the landing pages serve the purpose of grabbing information about the prospects and focuses on convincing those users to buy particular products and services.
As the landing pages would focus more on promoting services and products, it can add tremendous value in optimising your sales funnel by converting the website visitors into consumers for your brand.
Designing a landing page is not like magic.
However, that does not mean that you can design a successful landing page and skyrocket your conversion overnight.
There are a few elements, discussed below, which you can incorporate in your landing pages.
These elements would work for most of the niches, but you can always choose and focus on a few of them based on your project scope and type of business.
1. Improving Loading Speed
Loading speed is how quickly your webpage gets loaded as soon as the users come on your page.
Loading speed is the most crucial factor behind getting more conversions through your landing pages.
See in the below graph, which is taken from an infographic by HubSpot, that shows how conversion rate is dramatically impacted with load time.
The speed of loading a page is directly related to the user experience.
If the page is taking more time to load, the visitor is forced to wait. This is considered to be lousy user behaviour. The visitor may quit your website and may never return.
Furthermore, as confirmed by Google, the website’s loading speed is a ranking factor, so if your webpages are not loaded quickly, your organic search ranking and search ads results would be affected.
The best way to avoid this scenario is to take the help of a skilled web developer and prefer not to add too much media and code on your website.
If you have a self-hosted video on your website or large files for downloading, you can also go for CDN servers to let your landing page load quickly.
2. Don’t Make Your Page Too Cluttered
Avoid filling additional content and information on your webpage and make it too cluttered. Because, if your landing page has too much information, the users won’t be able to get the message, and be confused in the end.
So, make the copy of your landing page direct and affirmative from the beginning so that it gives accurate communication to your prospects.
Furthermore, simple and elegant in the design works best for landing pages. A simple layout will direct users attention to the remaining elements of the page.
Ask yourself this question first about what is the purpose of your landing page and how specific content or button helps your landing page achieve its objective.
If those elements are not adding any value to the landing page, remove them instantly. In case of confusion about the contribution of the features, you can also run the A/B test with a few options to determine whether the part is helping in conversion.
3. Understand the Buyer’s Persona
Buyer’s persona is a representation of your ideal customer. Buyer persona includes the traits of the customers like their location, age group, occupation, designation, problems, average yearly income, family background, and so on.
You can develop a buyer persona for your business by working with your sales and marketing team because these departments communicate with your consumers directly. So, they can help you to understand better who your actual customers are and what their expectations are.
Then, based on the buyer’s persona, you can decide of how can you pinpoint the problems of your users through your landing page copy and showcase your products and services as the ideal solution for their problems.
Through covering and understanding your buyer’s persona, you would be able to better design and create a stunning and profitable landing page for your business.
4. Make it Responsive
Responsiveness is crucial for websites to thrive in this digital age. Because now, more and more people are accessing the web through their smartphones.
Moreover, thanks to the evolution of technology, there are many smart devices available to help you browse the web. Tablets, feature phones, laptops, and desktops have different screen sizes and aspect ratios.
So, make sure that you are giving the same user experience across different platforms.
If the landing page design doesn’t appear properly on mobile browsers, users would feel frustrated and may quit your website. This would impact the overall brand image of your business.
Moreover, according to a source, Google also indexes mobile-friendly websites. So, mobile responsiveness can help your landing page ranks better in organic search results and increase organic traffic.
5. Leverage The Power of Social Media
In today’s day and age, it is crucial that you leverage the power of social media by building a substantial online presence and sharing quality content on respective social media channels.
Integrate social media sharing buttons to let the readers easily share your landing page with their social media friends in feed, personal message or group conversation.
Moreover, you can also showcase your brand’s social media feed on your website to showcase how active you are on a particular social media channel.
You can also integrate social media follow button to let your readers instantly connect with your business on other platforms and stay updated with your brand.
6. Headlines are Crucial
Believe it or not, headlines have the power to encourage or discourage your users from clicking on your website and engaging with your content.
The headline is the first thing that your users read before interacting with your brand or even reading your business name. As per this case study, changing a headline resulted in 67.8% more leads for a business.
Be it in organic search or search ads, and you need to ensure that your headlines are catchy and interactive enough to spark curiosity in your users.
The headline of your landing page gives the first impression to the readers. You can either create or destroy your landing page conversions if you don’t pay close attention to your headlines.
The headlines should not have any jargons, metaphors, complicated words and ambiguous. The headlines must clear the question of the users and provide solutions to users problem instantly.
The headline must reflect the mindset of the readers. They should feel that they are in the right place, and the website knows what are the problems of the users and knows how to solve them.
7. Integrate Chatbots
A chatbot could be an interactive element of your website. It engages your readers and makes their stay longer on your website.
The landing page will promote and showcase your services and products, so while engaging with your content, the reader might have a few questions they want to ask you. It is an excellent opportunity for you, as a business owner, to address their issues as soon as possible and clear all the confusion.
If you can entertain their questions correctly, they would quickly decide whether to buy your services or not. Otherwise, they would scroll the page with questions and end up leaving your webpage without making a purchase.
So, integrate chatbots in your website and give your readers a communication channel where they can connect with you.
Through chatbot, you can also capture the leads by tracking the email address and phone number of the user and later contact them with your proposal.
8. Show Real-time Results
Show real-time data about the results of your business. Like if someone has just purchased your services and products or registered on your website.
See how TrustPulse is showcasing about the new users signing up and purchasing the products on their landing page design. It is an effective way to tell people that the audience is trusting services and products.
This popup showcases your business as one of the leading authorities in your industry and encourages others to buy your stuff.
9. Utilise the Popups
If you want to master the art of sales, leverage the power of creating urgency. Add countdown timer on your landing page to create the need for your product.
This would make people feel that they would miss a profitable deal if they don’t take action instantly. The “fear of missing out” on something will encourage them to go for your services and become your consumer immediately.
It is hard for most of the people to make purchasing decisions. So they would ask their friends or go online to read reviews. This way, they get distracted from your landing page, and there are strong chances that they won’t make it back and buy your stuff.
So, tell them that you are giving discounts to your products and services for a few minutes and time starts now.
You can also mention the stock of your products in your eCommerce to let people know that there are very few pieces left on the store so they must act quickly.
10. Add Testimonials
Ask your clients to write a review of your services and products. They can share their experience of working with your brand.
Testimonials will give your business the social proof and boost your brand’s credibility online.
When the user is scrolling your landing page design, and they would see that people are happy working with you and saying beautiful things about your business; they get the encouragement to trust your brand and purchase your products or get in touch with your representative.
In the end, the testimonials will inspire the visitors to take action towards becoming your consumer.
11. Add Video in Website Header
Compared to images, text and other forms of content, the video has the unique advantage of creative storytelling.
You can leverage the power of cinematic storytelling by adding a video to your landing page design and convey messages effectively.
Through videos, you can showcase your business and advertise your products’ advantages and benefits.
Landing page designs are crucial for a business as the landing pages do not only bring conversions but create a lasting impression to users.
Feel free to share your feedback and opinions in the comments about what do you think about landing pages and how do you ensure to improve your website conversions through landing pages.