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How to Create the Perfect Landing Page

Stuart Crawford

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What if creating the perfect landing page that converts like crazy isn’t some dark art but a skill you could develop? Learn how to do it here!

How to Create the Perfect Landing Page

You have only recently introduced a new product. You have dedicated all your time and energy to it, believing it could change people’s lives. But when you send them to your website, they bounce off quicker than a rubber ball on concrete. 

What is happening?

First impressions are not just crucial in the digital world – they’re everything. 

And what is your landing page? It is your opportunity to get visitors to stop, look around and say, “Hey! This is exactly what I’ve been looking for!”

But here is what sucks: Most landing pages are about as exciting as watching paint dry. 

They are cluttered, confusing and about as persuasive as a wet noodle. No wonder guests hit the back button faster than you can say “bounce rate.”

But what if I told you it doesn’t have to be this way? What if creating the perfect landing page that converts like crazy isn’t some dark art but a skill you could develop?

This guide will peel back the curtain on creating killer landing pages.

We will not be talking about following some fill-in-the-blank template here. No sir! We are diving deep into the psychology of why people buy (or don’t) and how to craft landing pages that speak directly with their souls (or at least their wallets).

Whether you’re a seasoned marketer or a newbie just dipping your toes in digital waters, will you be able to do it by the time we’re done today? You’ll be armed with the knowledge to create high-converting landing pages that turn tyre kickers into customers.

The Anatomy of a Perfect Landing Page

Best Landing Page Design Examples Hubspot

Let’s begin by dissecting what a landing page is all about. 

It’s not just about putting some fancy graphics together with a catchy headline. Oh no, my friend. It’s about creating an experience that speaks squarely to the needs and desires of your visitor.

The Hook: Your Headline and Subheadline

Your headline is like the cover of a book – it has to grab attention immediately. 

Consider it your first impression. It must be clear, concise and compelling. But don’t stop there. Use the subheadline as an opportunity to elaborate a little more, giving visitors a taste of what’s coming.

Crafting a Killer Headline

  • Keep it short – aim for ten words or less
  • Use “power words” that make people feel
  • Make a bold promise (that you can deliver on!)

Subheadline Secrets

  • Expand on the promise made in your headline
  • Speak to a pain point or desire
  • Use natural language – imagine you’re talking to a friend

The Visual Feast: Images and Videos

We are visual creatures, us humans. Especially when it comes to landing pages – sometimes one picture does tell 1,000 words… but not just any old stock photo will do! It would be best to have visuals that tell a story and show your product or service in action.

Choosing the Right Images

  • Use high-quality images that are relevant to what you’re offering
  • Show people using/surrounding themselves with your product or service (if possible)
  • Try A/B testing different images to see what resonates best with visitors
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The Power of Video Video can be an absolute game-changer on landing pages; it can explain complex ideas quickly, showcase testimonials/social proof from happy customers…, and even give behind-the-scenes peeks into how things work at Company X/Y/Z – but remember: keep it short ‘n’ sweet – attention spans aren’t precisely growing longer these days!

The Meat and Potatoes: Your Value Proposition

Now we’re getting down to the nitty-gritty: What makes your offer different from everything else? Why should someone pick YOU over any other option available? Your value proposition needs to be crystal clear, and it has got to be irresistible.

Elements of a Strong Value Proposition

  • Clarity: What are you offering?
  • Relevancy: How does this solve a problem or make my life better?
  • Uniqueness: Why should I choose this instead of something similar from another company/brand/etc?
  • Urgency: If not now, when?

The Art of Persuasion: Copywriting Tips

Apple Mac Copywriting

The structure is official; words are now the topic. The effectiveness of good copywriting cannot be stressed enough for your landing page.

Write As You Speak

Ignore everything you have learned about formal writing from your English teacher. Your aim on a landing page is to sound like a person having a conversation. Use contractions, ask questions and feel free to break some grammatical rules if it makes the copy more conversational.

Features Not Benefits

Yes, it may be true that your product has some fancy new algorithm or is made out of space-age materials, but what does this mean for them? Always translate features into benefits. How will their life become more manageable with it? How can they benefit from it?

Power Words

Certain words tend to catch people’s attention instantly and, at the same time, make them feel emotionally connected to whatever you are saying. Examples include “exclusive”, “limited”, “secret”, and “guaranteed”. 

These words can add oomphs (or punch) into your copies, but use them sparingly because if abused, they will make everything seem like spam!

The Trust Factor: Social Proof and Credibility

Trust is everything in the digital realm. That means your landing page should also be designed to gain trust quickly.

Reviews from Clients

People love hearing from happy customers. Use actual quotes whenever possible, including pictures of the people who said them and their full names. Video reviews are even better.

Security Badges and Certifications

If you have any industry awards or certifications, show them off. Security badges are handy if you ask for sensitive information like credit card numbers or social security numbers.

Media Appearances

Have you been mentioned in any major publications? Tell the world! Adding an “As Seen In” section to your site can instantly boost your credibility.

The Call to Action: Making It Impossible to Ignore

Lemonade Animated Landing Page

All your hard work gets summed up in the call to action (CTA) – which is this point. It may be a purchase, signing up for a newsletter, booking a demo, or anything you ask of your visitor.

CTA Button Best Practices

  • Make it visually different from everything else on the page
  • Use text that tells people what will happen when they click (“Get Started”, “Claim Your Free Trial”)
  • Create a need to act right away (“Limited Time Offer”)
  • Ensure it works well on mobile devices
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The Psychology of Colour

Different shades cause different feelings and actions in people. There’s no universal rule, but this should guide you:

  • Red: Excitement, urgency
  • Green: Growth, harmony
  • Blue: Trust, security
  • Orange: Confidence, friendliness
  • Purple: Luxury, creativity

Design That Converts: Layout and User Experience

A landing page might look attractive, but it is just a decoration if it does not convert. Let’s discuss design components that can increase your conversion rates.

The F-Pattern Layout

According to eye-tracking studies, people usually read web pages in an F-shaped pattern. You can use this by positioning your most essential elements across the top and down the left side of your page.

White Space: Less Is More

Do not fear space. A crowded page may overpower visitors and distract them from what you want them to see. Use white space deliberately to direct the eye and create a feeling of peace.

Mobile Optimisation

Since more people are now browsing on mobile devices than ever, you need to ensure that your landing page looks fantastic on screens of all sizes. So, we employ responsive design and test it extensively on different devices.

The Long and Short of It: Page Length

Animated Landing Page Example

There’s an ongoing argument about whether long or short landing pages perform better. The fact is that it depends on your offer and your audience. 

A complex, high-ticket item might require a more extended page to overcome objections and give all the necessary information. A simple offer might do better with a short, punchy page.

When Should You Go Long?

  • You sell expensive products.
  • Your product or service is new or complicated
  • You’re targeting highly sceptical people

When Should You Keep It Short?

  • You’re giving away free trials or low-commitment offers
  • Your product is easy to understand and simple
  • You’re going after people who already know your brand

A/B Testing: The Key to Continuous Improvement

Developing an ideal landing page can take time and effort. It requires continuous evaluation, experimentation and improvement. A/B testing, commonly known as split testing, is the best way to do this.

What Should I Test?

  1. Headers and subheaders
  2. CTA button colour, text and placement
  3. Images and videos
  4. Length of page
  5. Form fields
  6. Testimonials and social proof

How Can I Run an Effective A/B Test?

  • Only test one thing at a time.
  • Make sure the tests run for long enough that you reach statistical significance in your results.
  • Google Optimize or Optimizely can both be used as tools for this purpose

The Power of Personalisation

How To Improve Website Personalisation

Landing pages do not fit all sizes. You can personalise your page by using information about your visitors, which can significantly increase conversions.

Categories of Personalisation

  • Geographical: Modify content according to the place of origin of the visitor
  • Behavioural: Change the page based on previous engagements with your website
  • Referral source: Adapt the landing page depending on where a person came from (such as a particular advertisement campaign)

Methods for personalising

  • Dynamic content insertion
  • Cookies and user data (within legal limits)
  • AI-driven tools for more advanced personalisation

The Follow-Up: What Happens After the Landing Page

Don’t think you are done with your job when people become subscribers. Follow-up is essential for creating long-term relationships and maximising customer lifetime value.

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Thank You Pages

You should be aware of the power of a well-written thank-you page. Here’s how to use it:

  1. Confirm the action taken
  2. Give next steps
  3. Offer additional resources or upsells
  4. Encourage social sharing

Email Sequences

Use automated email sequences to:

  • Welcome new subscribers or customers.
  • Provide valuable content.
  • Nurture leads towards a sale.
  • Onboard new customers.

Measuring Success: Key Metrics to Track

How To Set Up Google Analytics

How can you tell if your landing page is perfectly well done? Keep track of statistics and adjust accordingly.

Key Statistics

  • Conversion Rate: Percent of visitors who complete a desired action
  • Bounce Rate: How many users leave right away after arriving at the website
  • Time on Page: Average time spent by users on a web page before leaving it or going to another one within the same site/domain
  • Click-Through Rate (CTR): Percentage of people clicking through from an advertisement or email to visit specific landing pages or other areas related to that call-to-action message’s objectives/outcomes/goals, etc., typically expressed as number clicked/number delivered x 100%
  • Cost Per Acquisition (CPA): The amount of money required for obtaining each new customer/consumer/client, etc., usually calculated according to total marketing expenses divided by total number of acquired customers, etc.

Tools for Monitoring and Analysing Data

  1. Google Analytics
  2. Hotjar
  3. Crazy Egg

Putting It All Together: A Checklist for the Perfect Landing Page

To make sure your landing page is successful, you should:

  • Have an eye-catching title and subheading
  • Use clear, benefit-oriented text
  • Include good images or videos that relate to the content
  • Establish a strong value proposition
  • Prove it with social proof (like testimonials or trust badges)
  • Tell people what to do next with a prominent CTA
  • Make it easy to access from phones by optimising for mobile
  • Ensure it loads quickly
  • Have two versions ready to test against each other using A/B tests
  • Use personalisation tactics based on user data
  • Put in place a follow-up system for leads who don’t convert right away
  • Set up analytics tracking so you can measure success

Landing pages change as technology advances. Here are a few things to look out for:

  • Interactive Elements: Quizzes, calculators, and other features that get people involved
  • AI-Powered Personalisation: Content will be tailored even more precisely according to what users do on the site
  • Video Backgrounds: A background that is a full-screen video which narrates a story
  • Micro-Interactions: Page animations that are small and feel good when you cross them
  • Voice-Optimised Content: With the popularity of voice search on the rise, landing pages may be required to change their game.

Conclusion: Your Path to Landing Page Perfection

Developing the best landing page combines art, science, and many trials and errors. It involves knowing who you are serving, expressing your worth clearly and making it unbelievably easy for visitors to act.

Don’t forget that there can never be an ultimately ‘perfect’ landing page – there’s always something you can improve. However, if you implement the tips and techniques we’ve been discussing here today, there is no doubt about it! You will create landing pages that convert like mad and bring home actual results for your business.

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Then what are you still waiting for? Start implementing these suggestions now so that your following landing pages will not just “land” but fly high above everyone else's expectations!

Frequently Asked Questions

How many words should be included on my landing page?

This depends on your offer and audience. For instance, a more extended page might be good if you sell complex or high-ticket items. On the other hand, simple offers can work well with shorter ones. Therefore, test different lengths to find out what works for you.

Do I need navigation on my landing page?

In general, it’s recommended that you remove navigation from landing pages so as not to distract visitors and keep them focused on your offer. However, if there is some essentiality about having minimal navigation for branding purposes or because of the type of product being sold, etc., then go ahead and do so.

How many form fields should I include on my landing page?

It is usually better to have fewer form fields than more. Only ask for information that you need from people interested in what you offer them; otherwise, they may need more time to complete the conversion process, considerably lowering your success rate.

What’s considered an average conversion rate for a landing page?

There is no such thing as an ‘average’ regarding this metric. Different factors like industry type, offer type, and traffic source can significantly affect results obtained by testing various pages within one’s marketing funnel. However, most marketers agree that 2% – 5% is not a bad starting point. Still, sometimes even higher percentages could be achieved if done correctly, so don’t stop improving yours until you are satisfied with the outcome.

How frequently should I update my landing page?

You should continuously test different landing page versions and make small changes based on data collected from those tests. As time goes by, however, more extensive updates will also become necessary, mainly when significant shifts occur within the business environment (e.g. offer changes) or externally, such as shifts in customer behaviours, etc.

Can I use the same landing page for multiple traffic sources?

Yes, although it’s often better to create separate ones designed specifically for each type of visitor because this enables you to speak directly to their needs and wants while also taking advantage of any unique selling proposition between them.

How do I create urgency on my landing page without appearing too pushy?

You can do this by using genuine scarcity (e.g. limited time offers, limited quantities) and emphasising what they stand to gain from acting sooner rather than later. Be honest when creating a sense of urgency, but avoid tactics like false countdown timers, which could backfire the trust in the brand/product/service being promoted through the said page.

How do I speed up the loading time for my landing page?

Optimise images; minimise HTTP requests; enable browser caching to use the content delivery network (CDN); consider leveraging AMP (Accelerated Mobile Pages) designed explicitly for serving fast-loading web content experiences to mobile users.

Can I use stock photos to design my landing page?

While it is always best practice to create pages with original pictures, sometimes using high-quality stock photography works just fine, provided those images are relevant and not too generic and avoid those overused ones everyone has seen elsewhere.

Photo of author
Written By
Stuart Crawford
Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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