A landing page should be as smooth and clear as an airport runway in order to make the trip a converting one for your potential customers. What is a landing page, and how to craft a high-converting one?

Do you have an irresistible product or service? If your answer is yes, we assume you’ve already done enough research and know who is your target audience and how to reach them through a solid marketing strategy. So what’s left now? A well-written and well-designed landing page because simply if you don’t exist online, you do not exist. 

Whether your in-house team, a web app development service, or an external web developer helped you build your landing page, you have to make sure that it’s fully functioning and converting. You want to persuade your website’s visitors to take a specific action. So, how can you convert these visitors into leads? Crafting a high-converting landing page is essential to reach that goal.  

What Is a Landing Page?

A landing page is a standalone web page that visitors land on after clicking on a link.  For example, having users sign up for a newsletter, purchase a product or reserve for an event. Imagine a landing page, a landing runway, and the visitors an airplane. If your landing page is not compelling enough to convert visitors into customers, wave goodbye to the airplane as it’ll take off to another destination. When visitors reach your landing page, that means your campaign was interesting and induced them to make a decision, and if your landing page is weak, you’ll lose that opportunity.

Numbers: minimizing distractions on your landing page improves conversions by 10%.

Landing pages are similar to homepages in that they’re often the first experience visitors have with your website. However, these two web pages serve different purposes. Homepages focus on presenting general information about your company, whereas landing pages focus on driving conversions.  

You can utilize landing pages for various purposes, including:

• Selling a product
• Receiving email newsletter signups
• Linking users to download an app
• Reserving spots for an event
• Distributing marketing material (ex. ebooks)

While building a landing page is not really a hard job, crafting one that converts can be challenging. Online design tools can make this task smoother for you, especially since some include premium options like email marketing and mobile optimization. You can also build it from scratch with the help of a professional designer. On the other hand, hiring a professional copywriter can help you craft a high-converting landing page through proper choice of words and copy flow. Wright agency has simplified this task for copywriters by listing the main ingredients of a high-converting landing page.

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Write an attractive “Hero” 

A “Hero” is the statement that appears at the top of your landing page, and it’s often written in bold and large font. It should be attractive and compelling enough to make visitors want to scroll down and read more. Answer the question, “why should your target choose you over your competitors?” The image you use above or under the hero text should align with each other to make the visitor’s experience smoother. Let your visitors know about your product/service from the beginning to ensure you hook them for longer and hopefully convert them to leads. 

Write catchy headlines and subheadlines

Some visitors will just quickly skim through headlines before deciding to go into details. Catchy and compelling headlines help create a positive first impression for visitors. Remember that as a copywriter, your main goal is to interest readers to read more. Here are some tips to help you write compelling headlines:

• Understand your target audience well and speak to them using their language.
• Make headlines unique and creative enough to attract attention, not familiar.
• Evaluate your competition to know how you can differentiate your message.
• Use A/B testing to adjust your headlines if necessary.
• Keep it simple!

Create a sharp CTA 

Call-to-actions (aka CTA) are short statements designed to instruct the readers to take prompt action. For example,” Register now”, “sign up today,” or “join our newsletter!” your CTA should be clear, straightforward, and well-placed on your landing page. Also, creating a good CTA requires considerable A/B testing to ensure it’s converting leads. 

TIP! Place CTA right in front of the visitor as soon as possible and make the button impactful enough for visitors to click through.

Numbers: personalized CTAs perform 202% better.

Include social proof

Social proof helps validate your offer. It includes your customer testimonials, google reviews, or ratings. When your landing page visitors see how satisfied people are with the product/service you’re promoting, they will more likely build trust in your brand and convert into buying customers. If you don’t have the reviews or testimonials yet, you can include the number of people who have purchased your product/service so far.

TIP! Fake reviews can promptly take people off your page and damage your brand as well.

Include visual elements 

Images and videos

Visual elements on your landing page should complement your offer and engage your visitors. Visuals are easy to digest information about your offer. Sometimes a picture can be worth a thousand words and help you simplify your copy and make it more compelling. Another way you can include visuals is through video explainers. For example, businesses that sell complex products can include simple and professional animated video explainers on their landing pages.

Finally, keep in mind that clarity is key. Avoid confusing your potential customers, or else you risk losing them. Continuous testing can help you understand what is working and what needs to be adjusted. Incorporating the elements presented in this blog should help you craft compelling and attractive landing pages that will boost conversions. Also, check our blog on how to create perfect email subject lines.

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Wright agency is a growing leading company for Copywriting and Translation!Check out our website https://wright-me.com/ for more details about our services! If you find this content useful, you’ll love our Instagram account @wright.agency, where we share tips, advice, and much more!