Landing pages are essential for generating leads, yet many marketers overlook the basics.
Creating an effective landing page faces two primary hurdles.
The first hurdle: landing pages are ubiquitous.
Everywhere you look, websites have forms, pop-ups, and landing pages trying to capture leads. People are more cautious and less inclined to sign up because they know it usually means more emails filling up their inboxes.
Consequently, the bar has risen for effective landing pages.
To turn visitors into subscribers, you’ll need to enhance your approach, which brings us to the second challenge—driving up your conversions.
Fortunately, a few well-placed strategies can help make your landing page a high-performing lead generator.
1. Simplicity is your best strategy
The more straightforward your landing page, the more effective it will be.
While it might seem counterintuitive, a minimalistic design usually converts better. All you truly need is a compelling headline, an attractive incentive, and a clean design.
Limit images to one or two, and if you use bullet points, keep them to five or fewer.
Especially important is keeping the form fields short; usually, a name and email address is sufficient. The more information you ask for, the lower your conversion rate will likely be, as people are wary of sharing too much personal information.
2. Positioning above the fold
On a webpage, “above the fold” refers to the portion that’s immediately visible without scrolling. Your headline, offer, and form fields should ideally appear here.
Anytime a visitor has to scroll down to access the form, it reduces the likelihood of a sign-up. Make the sign-up process clear and easy to access without making visitors work to find it.
3. Speed matters
In today’s digital landscape, people expect instant results, whether it’s immediate streaming or instant messages.
This demand for speed extends to your landing page. If your page takes too long to load, visitors are more likely to leave and look elsewhere.
Ensure your landing page loads rapidly by using reliable web hosts like SiteGround or WPX Hosting or fast page builders such as Leadpages or Systeme, which are hosted and optimized for speed.
Remember: a fast page is crucial. You can test your page’s speed here: https://developers.google.com/speed/pagespeed/insights/
4. Mobile optimization
With more people browsing on mobile devices than ever, your landing page must be mobile-friendly.
Make sure it looks and performs well on mobile by testing it here: https://ready.mobi/
5. Maintaining consistency
If you’re driving traffic from ads to a landing page, consistency is essential. Use similar colors and fonts and ensure your landing page aligns with what’s promised in the ad.
This helps create a seamless, trustworthy experience from ad to landing page, keeping visitors engaged.
6. Avoid external links
Your landing page should only have necessary links, like those to your privacy policy or terms of service.
These links should be placed subtly at the bottom of the page.
Any other links (like to your blog or other pages) could distract visitors, leading them away from subscribing. Avoid creating a “leak” on your landing page.
7. Strong headline and call-to-action
A powerful headline is critical to conversion. Keep it short, ideally between 8 and 10 words, and focus on the benefits your audience will receive.
The headline should instantly communicate value, and the call-to-action should guide them clearly on what to do next.
Make it direct, such as “Get Access Now!” or “Sign Up Here!”
8. Leverage social proof
Social proof helps establish credibility. Incorporate testimonials, user counts, or client logos to reassure visitors that your offer is reliable and valuable.
A simple statement like “Join 10,000+ satisfied subscribers” can increase conversions. The more credible you appear, the higher your chances of gaining subscribers.
9. Create urgency or scarcity
If possible, add urgency to your offer. Limited-time deals or a countdown timer can nudge visitors to act quickly.
These psychological triggers can lead to more sign-ups as visitors feel compelled to act without delay.
10. Test frequently
Most companies don’t start with a high-converting landing page; they get there by testing and refining.
A/B split testing will show which elements work best and help you improve.
Try different headlines, fonts, colors, images, and calls to action. Testing should be ongoing, and each test should focus on one element at a time to pinpoint which changes drive the best results.
11. Understand your audience
There is no universal approach to creating a landing page. Even within a niche, audiences will have diverse needs. For instance, if you’re targeting women over 40 for weight loss, consider different audience segments.
Some may be stay-at-home moms, others may have demanding jobs. Some are trying to shed significant weight, while others just want to lose a few pounds. Tailor your landing page to each group:
- “7 Weight Loss Tips for Stay-at-Home Moms!”
- “10 Diet Secrets for Busy Women!”
- “Ditch Running! It’s Easier to Lose Weight with Yoga!”
These headlines represent different landing pages, each targeting a specific group of women over 40 seeking weight loss.
Is this extra work worth it? Absolutely. It’ll lead to significantly higher conversions.
12. Use a clear visual hierarchy
An effective visual hierarchy guides the viewer’s eye to the most important elements, such as the call-to-action (CTA).
Using larger fonts, contrasting colors, and ample whitespace can make the CTA stand out.
A visually appealing and well-organized layout leads visitors’ eyes to the CTA, ultimately boosting conversions.
13. Avoid overly promotional language
Excessive promotional phrases like “FREE!” or “LIMITED TIME” can turn people away. Instead, keep your language sincere and inviting.
Focus on creating a warm, trustworthy message rather than one that feels aggressively sales-focused.
Relatable language builds trust and keeps interest high.
14. Offer a thoughtful ‘Thank You’ page
Once someone subscribes, direct them to a thank-you page that lets them know what to expect next, such as checking their inbox for a confirmation email or receiving their freebie soon.
Acknowledge the action they took by signing up, and this simple step reinforces the connection.
Following these 14 tips can transform your landing page into a lead-generating powerhouse!