Reaching the right audiences with the right messages is the key to business success. In this regard, a landing page is a strong marketing instrument for the business. These days, it serves as a shopping window for a product or service. That’s why having a concise and convincing webpage is a must-have thing to care about. In this guide, we’ll show you how to work on landing pages that generate leads.
Here, we share our experience and knowledge of the top practices and useful tips for making the best converting landing pages. You’ll read about landing pages, their business purpose, and key components. Based on our experience, we’ll share the best practices to build strong and high converting landing pages with your team.
A landing page is a highly effective tool to increase the performance of advertisements and attract clients to do what your business wants. Based on your goals and offering complexity, landing pages can contain a couple of blocks or be really long, as well as be one-step or two-step. In essence, it’s a funnel that encourages visitors to conduct a desired action, be that product purchase, service order, subscription request, or website registration.
Event presentation. You can use a one-page website to inform your clients about conferences, webinars, concerts, or festivals. To make it effective, consider using high-quality and creative graphics and the visual appearance of your page in general.
Sales. When structured accordingly, a landing page can demonstrate your product or service offering finely. That’s why businesses use this tool for their special products frequently.
Testing. You can check the interest of your target audience in your new offering by directing the part of your website traffic to the landing page. Then, analytics will show you the results and help in taking the next steps.
Collecting contacts. You can create a marketing website and share its link to your email contact database to collect extra information about your users. To make people click, it’s a good practice to offer a free webinar or download e-book option on the page.
Strong team collaboration is one of the key answers to the question, “How to make a landing page that converts?”. We recommend inviting marketing specialists, copywriters, designers and layout designers, and developers for brainstorming and execution. This way, you’ll get the skills and knowledge of all the key specialists that ensure satisfactory landing page conversion indicators.
From Arounda’s experience, the top-performing process on how to build a landing page is the following:
Research stage. Together with marketing specialists and your client, you should analyze what your key competitors offer and which practice is good to use and avoid. Also, you should detect the pain points of your potential buyers and complete a product audit, determining the killer features to mention on a landing page.
Design stage. First, a UX/UI designer offers the raw structure of a landing page by considering the marketing perspective in building basic blocks and making necessary focus points. Then, a copywriter adjusts the text, so it becomes convincing and clear for the target audience. After that, a UX/UI designer itemizes and completes the design to show the team what does a landing page look like exactly.
Development stage. The developer gets the layout in Figma and creates a webpage for the designed landing page.
On the way, there are numerous nuances to care about if you want to accelerate and facilitate the process. We’ll reveal the basics of effective landing pages below.
Business goals determine the essence of your landing page, so that’s the first important step in creating landing pages that convert. With this instrument, you can increase brand awareness, boost sales, educate your audience, or test new ideas.
The business goals determine the landing page type. Depending on the scale and aims of your marketing campaign, you can short, long, one-step, or two-step landing page design. Also, the effective layout structure is always reflecting the business aim you’re chasing.
Understanding your readers is what makes a good landing page. It’s critical to detect your potential buyers' key pain points, needs, and opinions to share a common language. For your assistance, here are the key indicators on which you can collect information:
Demographics. Location, age, relationship status, job title, etc.
Keywords. What they’re looking for on the Internet, what is their language.
Interests. Loyalty to certain brands, attitude to influencers, possible hobbies.
Once you meet your target audience this way, your competitor analysis will become stronger. You will see the appearance and the impact of their landing pages from the users’ standpoint. Moreover, these findings will empower a UX competitor analysis that helps to benchmark your product in a design layout.
Once you decide why you need a landing page, it’s important to stand out with it. Make sure your unique selling point is the first thing your visitors see on a landing page, evoking their interest to scroll down and learn more.
If you have no idea how to differentiate yourself among your competitors, investing in better service is always good.
The effective collaboration between designers, marketing specialists, and copywriters is the key to making the best landing pages for conversion. On the Internet, there are numerous layout templates, basic blocks, and recommended sections (like “How it works,” “Why us,” and “Testimonials”). Still, if you want to stand out from hundreds of look-alikes on the web, think out of the box and aim at what will work for you.
Each of these team members should check the result is free of long reads, huge videos, and photo galleries. For landing pages, the best practice is to rely on bullet lists, icons with short descriptions, illustrations, and high-quality infographics. The latter is a great marketing tool by itself, as infographics are commonly shared on the Internet and boost your brand awareness by themselves.
As Nielsen Norman Group found out, pages with a clear value proposition make users stay on a page longer than average 10-20 seconds. That’s why it’s so important all the elements of a good landing page are specifically designed for a given topic.
On a landing page, you must tell a compelling story that ends with a convincing CTA button. That’s why all the highest converting landing pages have experienced the touch of a professional who creates great copies.
The text evoking a high conversion rate should be concise, meaning there is no wordiness, unclear sentences, and clear and convincing. For readers, the copy should clarify the complex things in simple words and evoke the desire to complete the high-converting action.
We recommend staying away from typical approaches and popular cliche layouts— especially if your business goal for a landing page is to promote your product or service.
Also, keep in mind coding efficiency. That is, find a balance between creativity and rationality. For instance, designers can make the coding faster by preparing a style guide for a layout, using a grid, and grouping the landing page elements correctly. If there are some complex elements, it’s always to show than to explain them in files.
The fast loading speed and technical usability of a landing page significantly increase your business results. Considering the rising popularity of mobile webpage and apps with adaptive UI designs, it might be useful to invest in mobile-first development at the very start. This way, you’ll overcome all the key user experience challenges and generate leads from smartphones.
The principles mentioned above formed the basis for a SaaS landing page we prepared for Fit3D, a wellness assessment, and a 3D body shape tracking solution.
In the web design, we addressed the pain points of two audiences:
B2C customers looking for trackable 3D body models, body measurements, as well as body composition and posture analytics through interactive Web and Mobile app experiences
B2B companies using the Fit3D tools for delivering better services and user experiences to their clients
After the precise investigation of business aims and quick and efficient designing process, the company achieved the desired high conversion metrics for both target groups with our website design.
Like any good marketing instrument, high converting landing page examples come after clear detection of business aims, strong attention to your clients, and a well-established design and development process.
You can contact Arounda to guide you in building your own landing page! We’ll be delighted to share our skills and knowledge and introduce an appealing yet effective webpage for your business aims. Write to us here!
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