Do you feel like you’re generating traffic to your website, but you’re struggling to convert that traffic into customers?
If so, you’re not alone. I know it’s frustrating to watch leads leave your website without taking action — especially if you’re putting time, effort, and resources into attracting those prospects in the first place.
Luckily, there’s a straightforward solution that can make the difference between a booked-out sales calendar and, well, crickets.
You need a sales landing page that converts.
Now, some of you might be thinking: “But I already paid big bucks for a new website design!”
Don’t worry — you still made a smart investment. But there’s a difference between a home page and a high converting landing page…
...especially when your sales landing page is designed to convert leads into customers.
In this article, we’ll explore everything you need to know to create a high converting landing page (including my top tips for above-industry conversion rates.)
Let’s get started.
Why you need a campaign landing page
Have you heard of the term analysis paralysis?
If not, here’s the gist:
The more options we have, the more we struggle to make a decision. Faced with too many options, we might spend so much time assessing the right choice that we make no decision at all.
You’ve likely experienced this first-hand.
Think about ordering food from your preferred food delivery service. Say it takes the average user 20 minutes to decide the restaurant from which to order — and then another fifteen minutes to select dishes from the menu. Add on 30 minutes of delivery time, and it would have been quicker to cook at home!
Now, here’s why analysis paralysis matters to your business:
A high converting landing page vs homepage
The homepage of your website is crucial to your business. It’s a spot to show off your brand, explain your services, share educational resources and blog posts, etc. You’ve likely got a navigation bar and several different Call To Actions, too — all very good things.
A well-designed website is an excellent way for leads to get to know your offerings and enter into your marketing campaigns.
The only problem?
With so many buttons to click and choices to make, it’s easy for your leads to get distracted — to face analysis paralysis if you will.
Enter: A high converting landing page.
A landing page is a sales page designed for a specific marketing campaign. It promotes one product very well. There are no distractions — just laser-focused design and copy intentionally crafted to convert web traffic into customers.
The components of a winning sales landing page
Now, if you want high landing page conversion, there are specific design and copy elements you’ll want to incorporate. Let’s take a look.
Capture attention with a compelling headline
You don’t have long to hook visitors. So, immediately draw readers in with a concise and compelling headline.
The best headlines don’t just share your offer but also deeply connect with the user on an emotional level. Think about what problem you’re solving — and how you can quickly convey this solution to the user.
Your headline is crucial to the success of your entire landing page, so it pays to test different headlines to see what sparks interest and best resonates with your target audience.
Have a clear, laser-focused value proposition
If you want to create a lead capture page that works, you’ve got to make it obvious why your product is the best solution available.
You’ll want to include your value proposition in your headline as well as the supporting subheading and copy.
Don’t inundate users with a laundry list of features. Instead, think about your biggest promise — the number one solution you provide for your customers — and centre your value proposition around this offer.
Pro tip: Your headline and value proposition should be immediately obvious above the fold (or before users need to scroll down.)
Don’t forget testimonials and social proof
“When you say it, it’s marketing. When they say it, it’s social proof” - Andy Crestodina.
Validate your messaging and inspire others to take action with strategic testimonials and social proof.
No matter how beautiful your messaging or compelling your offer, some people are going to have doubts. This is especially true if users are new to your brand. Social proof alleviates these hesitations and drives conversions.
Focus on the benefits of your product (not just the features)
Benefits vs features is a common copywriting topic, so I won’t cover it extensively here. However, I will say this:
Sometimes, you do need to include features. This is especially true if you’re in the tech or start-up world, and you need to demonstrate how your software is unique from other options on the market.
Still, use your features to speak to the benefits of your product. Sometimes, it helps to use the word for, like in this example:
Compact storage for even the tiniest of apartments.
It's short, simple, and to-the-point — all essential elements of a high converting landing page.
Choose one specific Call To Action
Remember, we want to avoid analysis paralysis in our leads. Your sales landing page should have one clear goal: Inspire readers to click your Call to Action.
So, stick to one specific Call To Action, and incorporate it throughout your sales landing page.
The components of a winning sales landing page
Now that you know the elements of a winning lead capture page, here are eight tips to turn low-converting sales pages into high-conversion machines:
1. Get rid of your navigation bar
A navigation bar encourages web traffic to click away from your sales landing page. Remove anything that distracts traffic from your one primary goal: clicking through your Call To Action.
2. Include a risk-free guarantee
One of the easiest ways to increase conversions is to remove any risk. This could be a free trial or a 30-day guarantee, but you can also get creative to find unique, risk-free offers that resonate with your audience.
3. Add urgency or a deadline
You want readers to take action right now — not to bookmark your landing page for later when they’ll likely forget about it. Adding urgency is a proven way to increase landing page conversions.
4. Personalise when you can
If you’re doing any accounts-based prospecting or marketing, consider personalising your sales landing page for that particular high-value client. You’ll quickly speak to their unique wants and needs while positioning your offer as the ultimate solution.
5. Design with a mobile-first mentality
Over 50% of web traffic comes from mobile devices. So, ensure your sales landing page design is mobile-friendly for optimal conversions.
6. Keep your landing page consistent with branding and marketing
Your landing page should align with your brand and marketing. Consider both design and copy and how you can provide a fluid experience for users throughout your entire marketing campaign.
It’s time to convert your web traffic into high-value customers. Whether creating a new landing page or optimising your existing lead capture page, follow these landing page tips for more conversions today.