High Converting Landing Pages: Keys for Success

high converting landing pages

High converting landing pages can make or break the success if your online advertising efforts, among other things. It is more important than ever to have a thoughtful online presence and a digital strategy. Everything from the initial consultations to contract signings is mainly virtual. And because the pandemic may have changed the economic outlook for creative professionals for the foreseeable future, it’s necessary to start planning to ensure that your business doesn’t suffer long-term negative results.

A well-developed landing page is a great place to start.

Your landing page is like an online brochure for your business and its services. It is where you detail what sets you apart from other creatives with custom-made lead magnets and other downloadable content. 

When you run Google or social media ads, the first place your potential client will navigate to after they click your call-to-action button is your landing page. A landing page is the webpage that you create in your email service provider, like ConvertKit or FloDesk, or on your website. A landing page is designed to convert visitors into leads by capturing your visitor’s information in exchange for the lead magnet.

When developing high converting landing pages to help jumpstart your online strategy, keep these tips in mind to help entice new leads and guide them through the funnel process. 

Eliminate Distractions

All too often, a company will reroute their potential customers to their website after they click on an ad or view a social media post. And while your homepage can be a treasure trove of information about your business, including everything from photos and testimonials, to awards and accolades concerning your past achievements, sometimes this clutter can make it impossible for anyone to receive the payout or the promised information.

Remember, most people have clicked on your landing page in hopes of receiving answers to their pain point-related questions and are hoping to get some knowledge or advice in return for their contact information. But when your landing page is too flashy or contains too much text or information, it can have the reverse effect. It is vital to streamline your landing page and give your leads quick wins.

Make sure you stick to a single lead magnet per landing page. If you’re creating an abundance of downloads, offer just one on a page. Too many downloads can also cause clutter with multiple calls-to-action, which may confuse your audience and distract them from ultimately providing you with the name and email address.

Speak to Your Ideal Customer Avatar (ICA)

When designing your landing page, you need to keep your ideal customer avatar (ICA) in mind. Your landing pages aren’t going to attract or entice your ICA if you’re offering a lead magnet about wedding planning when you focus on catering for corporate events. You need to focus on what you sell.

You also want to pay extra attention to your dream client’s wants, needs and pain points. Consider speaking to them with language and slang that they use to show philosophical alignment. If your ICA is a niche market, use some of those keywords that will spark their interest.

For High Converting Landing Pages, Keep Them Consistent With Other Areas Of Your Marketing

Just like other elements of branding and marketing, consistency is key to a successful digital campaign. If you’ve taken the time to construct a custom social media post or ad that directs your ICA to a landing page, you’re going to want that landing page to match the aesthetic of your ad.

When a person clicks on your link, the style, font and photos should be the same. The consistent look informs possible leads that they have indeed come to the right place and that your landing page is where they will receive the information promised in the ad or social post.

Keep ‘On The Go’ In Mind With Your Design

Many of your ideal clients are living busy lives and are frequently on the go. While they may not have time to access a computer, their phone is likely attached to their hip. For this reason, you’ll want to make sure that your landing page is mobile friendly and is accommodating for both desktop and mobile users.

Write Enticing Copy

When you create a landing page that is ultimately going to move people through your marketing funnel and convert them into clients, you’re going to want to put some effort into ensuring that your written copy is enticing to your dream client. Flashy photos and design may appeal to your viewers, but it’s ultimately clear and compelling words that will cause a conversion.

Here are a few tips you can use in your copy to increase the number of people who download your lead magnet.

  1. Start with the problem

From the very beginning, you want to introduce your potential clients to the problem. Pose the same questions from your ad or social media post to help maintain that consistency. Make sure they read the words and say, “Yes! That is exactly what is wrong.”

For example, suppose you’re talking directly to freshly engaged couples worried about where to begin the wedding planning process. In that case, you can start your copy with, “Are you stressing about finding the perfect wedding planner that will help guide you along the wedding planning journey and help you create the wedding of your dreams?”

By highlighting the problem that your ICA may be facing, you’re allowing them to make that connection right away with your business as someone with experience in this area who can help.

  1. Show the transformation

Take your potential clients on a metaphorical journey. For example, show them how you can take them from being anxious or stressed by the very idea of planning a wedding to pulling off the wedding of their dreams. People are more willing to buy into the idea of you being the industry expert if they can really picture the fairytale transformation that they’ll experience when working with you.

  1. Keep it short

When writing out your landing page copy, keep it short and sweet. You have other areas in your marketing strategy where you can  give them all the details. No one wants to feel as though they’re reading a lengthy and detailed contract of everything they get with your business before even deciding to work with you. If you include too much copy, you’ll run the risk of turning away viable clients. Remember, your end goal with your landing page is to initiate your marketing funnel by retrieving their email address. You will have time in the future to build a relationship and tell them more about your company.

In some cases, you can even use bullet points to help summarize your information without going into too much detail. Bullet points can help draw eyes to important information without reading through large chunks of text to find answers to specific questions.

Unsure Of Certain Elements? Test Them Out

Still unsure of what will work on your landing page? Do you have a few options for calls-to-action or font styles? Test them out using A/B testing.

Set up your landing page and pay special attention to the analytics. Is your landing page converting? If not, try switching up headlines, wording or graphics. Then wait and watch the conversion rates of this new format. Make sure only to make one change at a time and then measure it. If you make several changes at once, you won’t know what made the difference.

Once you’ve tried out a few different layouts, compare the conversion rates and determine what elements were ultimately more successful.

Not only does a well-thought-out landing page help with your overall online strategy, but it’s an integral part of your email marketing efforts. Unsure of what else goes into an effective email marketing campaign or looking for additional tips to up your email game? Download the Email List Building Roadmap Implementation Guide and quickly find the answers to all of your email marketing questions. Future proof your business using email.

Aleya Harris

Aleya Harris, an award-winning marketer and former chef and catering company owner, is the Owner of Flourish Marketing, an agency that provides marketing education, strategy, and tools to help wedding, catering, and event professionals get and keep a consistent stream of clients. Aleya is a StoryBrand Certified Guide and she uses that narrative-based framework to develop clear, engaging, and highly converting marketing assets, like websites and social media solutions, for her clients. Aleya is the current Marketing Committee Chair for NACE and a top speaker at conferences and events like Catersource and The Special Event.