How to Create a Landing Page That Converts

By Nine Hive Digital

A landing page is a web page that visitors arrive at after clicking on a link, an ad, or a search result. The purpose of a landing page is to persuade visitors to take a specific action, such as signing up for a newsletter, getting more information, downloading a free ebook, or buying a product.

A landing page is different from a homepage or a regular web page because it has a single goal and a clear call to action. A landing page should not have any distractions, such as navigation menus, sidebars, or links to other pages, that could divert the visitor’s attention from the desired action.

A landing page is also an important part of a website’s search engine optimization (SEO), as it can help you rank higher for your target keywords and drive more organic traffic to your site.

However, it’s important to pay attention to tried and tested methods so that conversion rates are high on your landing page. Some landing pages are more effective than others at converting visitors into leads or customers due to many reasons.

How do you create a landing page that converts?

Here are some tips and best practices to follow:

1. Know your audience and their pain points

Before you start designing your landing page, you need to have a clear understanding of who your target audience is, what their problems or needs are, and how your offer can solve them. This will help you craft a compelling headline, a persuasive copy, and a relevant image or video that speak directly to your visitors and resonate with them emotionally.

To know your audience and their pain points, you can use various methods, such as:

Conducting market research and surveys
Creating buyer personas and customer journey maps
Analyzing your web analytics and customer feedback
Using AI to scrape the internet for specific information that might help
Using tools like Google Keyword Planner, Google Trends, or AnswerThePublic to find out what your audience is searching for and what questions they have

2. Write a catchy headline and a clear subheadline

The headline is the first thing that visitors see when they land on your page, and it can make or break your conversion rate. According to Copyblogger, 80% of visitors will read your headline, but only 20% will read the rest of your page. Therefore, your headline should be catchy, concise, and clear, and it should communicate the main benefit of your offer and the value proposition of your brand. Avoid simply writing the name of your brand.

The subheadline is the second thing that visitors see, and it should complement and expand on your headline. The subheadline should provide more details about your offer, such as what it is, how it works, or what results it can deliver to your target audience. The subheadline should also address any objections or concerns that your visitors might have, and reassure them that your offer is trustworthy and credible.

Let’s dive into some examples of possible headlines and subheadlines. Here are some examples of effective headlines and subheadlines for a fictitious brand that sells backpacks for people with backpain:

Headline: Say goodbye to back pain with our ergonomic backpacks.

Subheadline: Whether you’re traveling, working, or studying, our backpacks are designed to reduce pressure and strain on your spine and shoulders.

Headline: The backpack that cares for your back.

Subheadline: Our backpacks are not only stylish and durable, but also comfortable and supportive. They feature adjustable straps, breathable mesh, and padded compartments to keep your back happy.

Headline: Backpacks that make you feel good.

Subheadline: Our backpacks are more than just bags. They are your companions for a healthy and active lifestyle. They help you carry your essentials without compromising your posture or causing you pain.

3. Use captivating images or videos that support your message

A picture is worth a thousand words, and a video is worth even more. A landing page should have high-quality images or videos that capture the visitor’s attention and illustrate your offer in an engaging way. The image or video should be relevant to your headline and copy, and it should show your product or service in action, or the benefits or results that your customers can expect.

The image or video should also be optimized for speed and performance, as a slow-loading page can hurt your conversion rate and SEO. You can use tools like TinyPNG, Compressor.io, or Cloudinary to reduce the size of your images and videos without compromising their quality. Serving next generation images such as WebP or Avif means that you lose minimal quality while the image sizes are very low. If you have WordPress, there are plugins such as WebP Express.

Here are some examples of captivating images and videos for landing pages:

Image: A picture of a person commuting with the backpack

Video: A testimonial from a happy customer or a demo of the backpack

Image: A person relieved of back pain

Video: A review of how the backpack has changed someone’s life and made it easier for them

4. Write concise and compelling copy that highlights the benefits and features of your offer

The copy is the text that explains your offer and persuades your visitors to take action. The copy should be concise, clear, and compelling, and it should focus on the benefits and features of your offer, not just the features. Benefits are the outcomes or results that your visitors will get from your offer, while features are the characteristics or attributes of your offer.

To write a concise and compelling copy, you should use the following techniques:

Use bullet points or numbered lists to break down your copy into digestible chunks and highlight the key points
Use power words and action verbs to create a sense of urgency and excitement
Use social proof and testimonials to build trust and credibility
Use contrast and comparison to show how your offer is better or different from your competitors
Use questions and objections to address your visitors’ doubts and fears
Use a clear and consistent tone and voice that matches your brand personality and your audience’s preferences

Here are some examples of concise and compelling copy for landing pages:

Bullet points:
- Discover the revolutionary backpack that reduces back strain and improves posture
- Don’t let back pain stop you from living your best life. Get your backpack now and enjoy a 30-day money-back guarantee
- Whether you’re traveling, working, or studying, this backpack will make your day easier and pain-free. Order now and get free shipping and a lifetime warranty
- Trust us, once you try these backpacks, you’ll never go back. Buy now and get a 10% discount and a free ebook on how to prevent back pain
Power words and action verbs:
- Transform your life with the backpack that empowers you to overcome back pain and achieve your goals
- Unleash your potential with the backpack that boosts your confidence and comfort
- Experience the difference with the backpack that enhances your well-being and productivity
- Discover the backpack that delivers on its promise of backpain relief and satisfaction
Social proof and testimonials:
- 10,000 people are without back pain after wearing our backpack.
- Featured in Forbes, Entrepreneur, and Inc. magazines
- Here’s what some of our happy customers have to say about us:
  - “This backpack has been a lifesaver for me. I used to suffer from chronic back pain, but ever since I switched to this backpack, I feel much better.”
  - “I love this backpack. It’s the best investment I ever made for my back. It’s so easy to carry, and it has everything I need. It also improved my posture and reduced my stress. It’s a must-have for anyone who wants to live a pain-free life.”
Contrast and comparison:
- Unlike other landing page tools, ours is:
  - Affordable: This is not like the other brands. This back pack features high quality craftsmanship but for a low price
  - Roomy: Fit your entire life into this backpack and set out into the unknown
  - Durable: This backpack adapts to your demanding lifestyle
Questions and objections:
- Do you want to get rid of your back pain but still carry everything you want to?
- Is back pain in the way of taking your laptop and working from the coffeeshop?

5. Add a clear and prominent call-to-action that tells your visitors what to do next

The call-to-action (CTA) is the button or link that tells your visitors what to do next and how to get your offer. The CTA is the most important element of your landing page, as it is the final step that leads to conversion. Therefore, your CTA should be clear, prominent, and persuasive, and it should stand out from the rest of your page.

To create a clear and prominent CTA, you should use the following tips:

Use a contrasting color that draws attention and matches your brand identity
Use a large and legible font that is easy to read and click
Use short and specific text that tells your visitors exactly what they will get and what they need to do
Use a first-person or a second-person point of view that creates a sense of personalization and urgency
Use whitespace and visual cues to create a focal point and guide your visitors’ eyes

Here are some examples of clear and prominent CTAs for landing pages:

Color:
- A bright orange button on a blue background
- A green button on a white background
- A red button on a black background
Font:
- A bold and uppercase font that is 20% larger than the body text
- A sans-serif font that is easy to scan and click
- A font that matches your headline and subheadline
Text:
- Try it for 30 days
- Start Your Free Trial Today
- Buy Now and Save 50%
Point of view:
- Yes, I Want to Learn More
- Show Me How to
- Get Rid of Back Pain
  Send Me the Backpack Studies
Whitespace and visual cues:
- A generous amount of whitespace around the button that creates a clear separation from the rest of the page
- An arrow or a hand icon that points to the button and indicates the direction of action
- A testimonial or a guarantee badge that is placed near the button and reinforces the value and credibility of the offer

6. Test and optimize your landing page for conversions and Search Engine Optimization (SEO)

Creating a landing page is not a one-time task, but an ongoing process. You should always test and optimize your landing page for conversions and SEO, as there is always room for improvement and experimentation. Testing and optimizing your landing page can help you:

Identify and fix any issues or errors that might affect your page performance or user experience
Discover what works and what doesn’t work for your audience and your offer
Increase your conversion rate, your organic traffic, and your return on investment

To test and optimize your landing page, you should use the following methods and tools:

A/B testing is a method of comparing two versions of your landing page to see which one performs better. You can test different elements of your landing page, such as the headline, the image, the copy, or the CTA, and measure the impact on your conversion rate. You can use tools like Google Optimize, Optimizely, or Unbounce to run A/B tests on your landing page.
Analytics is a method of tracking and measuring the behavior and actions of your visitors on your landing page. You can use analytics to understand how your visitors interact with your landing page, such as how long they stay, where they click, or where they drop off. You can use tools like Google Analytics, Hotjar, or Crazy Egg to collect and analyze data on your landing page.
SEO is a method of optimizing your landing page for search engines, so that it can rank higher for your target keywords and drive more organic traffic to your site. You can use SEO to improve the technical, content, and off-page aspects of your landing page, such as the loading speed, the meta tags, the keywords, or the backlinks. You can use tools like Google Search Console, Moz, or Ahrefs to audit and optimize your landing page for SEO.

Key Takeaways

A landing page is a powerful tool that can help you grow your business and achieve your goals. However, creating a landing page that converts is not easy. You need to follow some best practices and tips to make your landing page effective and attractive.

Here are the key takeaways:

Know your audience and their pain points
Write a catchy headline and a clear subheadline
Use a captivating image or video that supports your message
Write a concise and compelling copy that highlights the benefits and features of your offer
Add a clear and prominent call to action that tells your visitors what to do next
Test and optimize your landing page for conversions and SEO

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