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Home » Blog » How to design a high-converting landing page
Landing pages cover everything from direct sales to mailing list opt-ins, webinar sign-ups and upsells. Here’s how to do them well.
While there are a huge range of different types of landing page, they
all share one common objective: getting the ‘yes’.
So ultimately, a landing page shouldn’t be judged on how well it
represents your brand or whether it contains what you think are your key
messages. The only thing that matters about a landing page is its conversion
Every decision should be made with that single metric in mind.
“Will this design drive more sign-ups?”
“Will this copy push our prospects closer towards
Control the controllables
Away from the copy and design, several other factors affect a landing
page’s conversion rate. These include:
But some of these may be outside of your control. What is in your
control is the design and messaging you use to build a landing page that
maximises your chances of getting the yes.
Three things to get right in your next landing page
1. Understand your audience’s current state
Every buyer goes through a journey. In their very earliest stages, they
might have a problem that your product would address — but they haven’t yet
even realised they have a problem. So your landing page must do lots of work
taking your reader from an initial position of ignorance through to awareness,
interest, excitement and finally a conversion.
At the other end of the spectrum, your audience may have identified
their problem, researched potential solutions and finally decided that your
product is the one for them. In this case, your landing page can almost
disregard educating the reader and focus entirely on the conversion.
Knowing where your audience is on its buying journey will give you a key
insight into shaping an effective landing page that speaks directly to your
reader’s current situation.
2. Research your audience’s concerns
Getting a conversion isn’t about telling your reader why your product is
so good. It’s about understanding the conversation already happening in your
reader’s head, joining it, and then explaining why your product is the answer
they’re looking for.
So tools like surveys, polls, user testing and even one-to-one
interviews are all essential in providing the quantitative data you need to
best match your message to your prospects’ emotions.
This is known as voice-of-customer data. And yes, there are ways to do
this even if you don’t have an existing audience.
Collect strong voice-of-customer data, and your readers will feel as
though you know them intimately. That’s because your copy will directly reflect
back the issues and concerns already bouncing around inside their head.
You start to look like a mind-reader, and the empathy, goodwill and
emotional connection builds from there.
3 Use page layouts and copy frameworks that are proven
Traditional copy frameworks like AIDA (attention, interest, desire,
action) and PASO (pain, agitation, solution, offer) have been around for
decades for one reason: they work.
Do some research into how best to structure your copy and what
successful landing pages look like (remembering to pay particular attention to
landing pages that are targeting an audience at the same state of awareness as
yours). You’ll soon find some common elements.
If you’re still not sure, or you’d like to get input from marketers with
proven expertise, talk to us. We’re a friendly bunch and we’ll listen more than
we talk – promise!
Book a free, no obligation 30-minute discovery meeting
Ready to get started on shaping your next landing page?
Book a free 30-minute discovery meeting (virtual or face-to-face) with our team in Manchester to talk through
your options. It’s completely informal, with absolutely no obligation on
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