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How to Create a High-Converting Landing Page

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What is a landing page?

What is the difference between a homepage, a landing page, and opt-in/pop-up forms?ย 

Steps to building a high-converting landing pageย 

1. Define Your Goal: Whatโ€™s the Purpose?

  • What is the main action I want visitors to take?
  • How will I measure success (e.g., sign-ups, downloads, purchases)?
  • Is the goal specific enough to build a clear call-to-action (CTA)?

2. Figure out your value proposition, and your why

  • Whatโ€™s in it for your target audience?
  • Why should they join?
  • What problem does your membership solve for them?ย 

3. Craft a Compelling Headline

4. Subheadline: Reinforce the Value

5. Use Eye-Catching and Relevant Visuals and Videos

  • Hero Image: A large image that aligns with your headline and showcases your product or service.
  • Explainer Videos: Videos increase engagement and help explain complex information quickly. A short, 60-second clip can boost your conversions by explaining your offer and showing its benefits.
  • Customer Testimonials: Include images of happy customers to build trust. Faces create a personal connection and make your page feel more relatable.

6. Write Clear and Persuasive Copy

  • First Access to Innovations: Be the first to experience our newest handcrafted candles each month.
  • Monthly Mini Delights: Receive specially curated mini candles that bring constant novelty and joy to your space.
  • A Personal Retreat: Each candle is more than just a scentโ€”itโ€™s an escape from the daily grind, enhancing your mood and beautifying your surroundings.
  • Avoid lengthy paragraphsโ€”no one has time for a novel.ย 
  • Use bullet points, short paragraphs, and bold text to highlight key points.

7. Create a Strong Call-to-Action (CTA)

  • โ€œDownload Your Free Guide Nowโ€
  • โ€œClaim Your Discountโ€
  • โ€œStart Your Free Trial Todayโ€

8. Optimize for Mobile (Because Everyoneโ€™s on Their Phone)

  • Responsive Design: Ensure your page automatically adjusts to fit mobile screens. No pinching and zoomingโ€”everything should be easy to read and navigate.
  • Fast Loading Speed: Compress images and streamline code to keep load times quick. If your page takes more than three seconds to load, expect a high bounce rate.
  • Simplified Navigation: Remove unnecessary elements and make the CTA button easily tapable. Remember, users are interacting with fingers, not a mouseโ€”give them a large target.

9. Include Social Proof: Build Trust Quickly

  • Testimonials: Highlight satisfied customers with a quote and, if possible, a picture. Itโ€™s more authentic and relatable.
  • Customer Count: โ€œJoin 10,000+ happy customersโ€โ€”showing a large customer base suggests reliability.
  • Trust Badges and Certifications: Include any relevant certifications or endorsements from credible sources to build confidence in your brand.

10. A/B Test Everything

  • Headlines: Try different messaging angles to see what resonates most.
  • CTA Text: Test whether a more action-oriented phrase increases conversions.
  • Visuals: Compare the impact of different images or video lengths.

11. Simplify Your Form (If You Have One)

  • Limit Fields: Avoid asking for too much information upfront; you can collect more details later in the funnel.
  • Make It Mobile-Friendly: As we discussed, the form should be easy to fill out on mobile devices.
  • Use Inline Validation: Show users real-time feedback when they enter information so they know theyโ€™ve filled out the form correctly.

12. Include a Simple Thank You Page

  • Confirm their action (e.g., โ€œThanks for signing up!โ€).
  • Offer another resource or incentive (e.g., โ€œHereโ€™s a free e-book as a thank you!โ€).
  • Encourage them to follow your social media or share their experience.

Tips to remember when building a high-converting landing pageย 

  1. Fast performance โ€“ Page speed is important; people are very impatient, so donโ€™t make them wait too long, or youโ€™ll lose them. Make sure your landing page loads and provides all information quickly.ย 

    When your landing page goes live, always test the links from multiple sources (e.g., computer, tablet, phone) to ensure there are no issues with the load time.

    ย 
  2. Above-the-fold form placement -If your landing page has any forms, make sure they are positioned for optimal conversion.ย 

    An above-the-fold form placement means your form, and CTA can be easily seen without the visitor needing to scroll. When they land on your landing page, they immediately see your form and CTA.ย ย 

    If your landing page is long and visitors will need to scroll, then place both form and CTA at the top (visible without scrolling), then again further down the page (visible after scrolling)

    This keeps your CTA at the forefront of visitorsโ€™ minds wherever they are on your landing page.ย 

  3. Remove navigation elementsโ€”Keep all elements and information on one page. The beauty of a landing page is that itโ€™s a focused standalone page. The moment you require visitors to click to another page, you risk them never coming back.ย 

  1. Keep it simpleโ€”I know Iโ€™ve given you lots of information on building a landing page that converts, but there is an important guiding principle to always remember: keep it simple.ย 

    Simple landing pages tend to convert better, so keep your copy short but impactful and get to the point quickly.ย 

  1. Use a landing page builder tool โ€“ If this is your first time creating a landing page, the good news is you donโ€™t have to do it all by yourself.ย  You can use a landing page builder tool.ย 

    There are so many amazing ones out there. My personal favorite is Kit (formerly ConvertKit).

    It has built-in templates that you can customize to fit your needs. It also gives you access to analytics to measure your performance.

    Another strong option to consider is InstaPages. It offers great targeting, split-testing tools, and useful AI features.ย 

  1. Add a guaranteeโ€”Everybody loves a guarantee. It puts their mind at ease and assures them about their decision.ย 

    Guarantees can take many forms. They can be product or service specific or general, like satisfaction, money back, 100% No Spam Guarantee, etc. Just make sure it makes sense for your business.ย 

    You should also place your guarantee near your CTA so your visitors feel assured just before converting.ย 
  1. Add contact informationโ€”Lastly, make sure you provide a way for your visitors to contact you. You can provide a phone number, email address, or physical location.ย 

    This might seem insignificant, but it can go a long way in making your visitors trust your business.ย 


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