8 principles of a highly-converting landing page

If you run an online business, you probably know how important it is to be on the constant lookout for new customers. Let’s face it – nowadays people are tempted by countless options and keeping the same customer forever is simply impossible. For this reason, businesses have to start thinking about how to attract new customers in order to maintain a steady business growth ratio.

Examples of best practices to get new customers include offering discounts and incentives, asking for referrals, networking with other businesses, showcasing online reviews and more. That’s not everything though. Another great marketing and advertising strategy for customer acquisition is creating a highly converting landing page.

A highly converting landing page can help you grow your business in no time provided that you follow certain guidelines. In this article, we share with you our top 8 principles of a highly converting landing page that will ensure that your customer acquisition game is spot on! Are you ready? Prepare for a dose of insightful and valuable knowledge!

Landing page – what is it and why do you need it for your business?

First things first, let’s make sure you know what a landing page is in the first place. In a nutshell a landing page is a standalone website page created and used specifically for advertising and marketing purposes in digital marketing. 

Essentially, it’s any website page that your potential or existing customers can land on and engage with, usually by filling out some type of form or subscribing to a newsletter list. It’s also said that landing pages work as follow ups to any type of promises that you make in your content – whether it’s regarding offers, sales, events and other sort of announcements.

One of the most common purposes of a landing page is to simply encourage visitors to take action on your website. But it’s not just any type of action, like clicking on a certain subpage. Typically those actions are strictly connected with generating leads or sales. Examples of using a landing page include encouraging people to download an ebook, sign up for your course, capturing email addresses, offering discounts and free trials and maybe even inviting people to your webinar. As you can see, the possibilities are endless. 

Now, knowing this, why do you think your business needs a landing page? The answer is simple: to get new customers and make profits. A good landing page is your opportunity to create conversions, build a strong customer base and continue to grow your business. What’s there not to like?

What should my landing page have?

Now that you know what a landing page is as well as why it’s beneficial for your business, let’s focus on the secret recipe for the perfect landing page a little bit more now. A strong, well thought out and highly converting landing page is like a lead magnet for your business. It’s your chance to attract as many new customers to your business as possible. You surely don’t want to waste this chance, do you? 

If no is your answer, keep reading! We’re getting down to business!

#1 Focus on what’s valuable to your customers: your offer

Our number one ingredient of this recipe for a perfect landing page is the appropriate amount of attention paid to your offering instead of your brand itself. Effective, highly converting landing pages should be short and filled with information that is the most valuable for the reader only – your potential customer. While it is understandable that you may wish to talk about your brand in general whenever you get a chance to, keep in mind that landing pages are not perfect fits for that. 

This is the right space and time to use your imagination to the fullest and come up with a marketing slogan/description that will be 100% focused on the offer, as well as short, intriguing and interesting for your potential leads. Forget about going on about how great your company is – there are other places for that.

Try to avoid mentioning your brand or, if you really have to, do it in the most subtle way possible. Your landing page should be all about what you offer, whether it’s a product or service, as well as about your potential customers and consumers. Once you understand this, you may begin further software development of your landing page. 

#2 Don’t forget to include images and/or videos

More and more people tend to ‘buy’ with their eyes. When they see something appealing, the chances of them buying it are much higher compared to when they only read plain text describing it. For this reason, visual representations of your offering are more than welcome! Your landing page is the perfect place to show off that perfect shot of your product, talk about the biggest benefits of your service or simply present your offering on a much more personal, and visually appealing of course, level. 

#3 It’s all about easy-to-use conversion forms

Your business probably attracts various types of people with different sets of skills when it comes to using computers, phones and so on. That’s normal, not everyone is a digital native. For this reason, your landing page should be as easy to use as possible when it comes to the user interface. 

Making it easy for conversions to happen will let you maximize the chances of your landing page being extremely profitable. Don’t spend too much time creating long forms that no one will want to fill out anyway. If you start asking too many questions that are also considered personal, this may put your potential leads off forever.  Keep things simple and ask only for essential information and contact info, for example email address or name. 

#4 Create a story around your offer 

Creating a story or a little background around your offering is a great way to make your potential leads further interested in the offer. Here’s the creative part in which you have no limits. Make use of real time marketing, current events, trends, or seasonal occasions like specific seasons and holidays. It’s up to you how you’re going to approach this. However, once again, remember to keep it simple and short. 

Some catchy and interesting slogans may come in handy here. Use your creative thinking and watch your landing page perform perfectly. This little element of playing around with people’s emotions and what they like is a great trick to try out – trust us!

#5 Say goodbye to distractions

Another significant aspect to consider when you’re designing your landing page is remembering to keep it 100% about your offer. Try to avoid including unnecessary text, multiple CTAs, images and videos. In order for potential customers to access the offer, you need a simple landing page that offers visitors a single, easy way to perform the action that they need to undertake – no beating around the bush. 

The less text, links, images and headlines – the better for you and your business.

#6 Fewer links = better results

Once again – simplicity. Ideally, try sticking with just one link on your landing page. The more links you include, the more cluttered your landing page will become. What does it mean for your business? Lack of successful response to your offers. Now, you don’t want that, do you? 

We already know the answer. To avoid this, use just one or two links (one linking to your offer and one to social media or your webinar, for example) and enjoy more and more customers joining your business! Make it easy for people to find you and they’ll reward you for it!

#7 Don’t forget about the power of your social media!

Like already mentioned above, you could also introduce your social media pages on your landing page. When people see that brands are active on social media, a lot of the time their trust and loyalty for those brands significantly increases. People like to know that there are real people behind those black screens. Therefore, the more you’re active on social media, the better it is for your business. 

Try including your Facebook or Instagram profile to your landing page. If your company has an account on TikTok, this could be a wonderful idea to add it too, considering this app’s popularity. Whatever you decide – show your customers you’re right at their fingerprints to reach out to you whenever they feel the need to. You’ll see it will benefit you significantly! 

#8 A strong headline is key to the success

Last but not least, your very cherry on top is a strong and very vocal headline that will attract your customer’s eyes and stay in their minds. If you want to stay in their minds, you have to get inside of them first. Strong headlines, like selling prepositions, are how you’re going to do it.

By including keywords in the headline of your landing page, writers and bloggers may even improve their website’s rankings. That’s like having a cake and eating it too at the same time!

Where to start with my landing page?

Here we are! Richer in knowledge and new ideas. We hope you’ve enjoyed this article so far. Knowing what it takes to create a highly converting landing page is a great base to start your lookout for a reliable and effective landing page provider.

If you don’t know where to start your search, we might have just the perfect recommendation for you: Calendesk. Calendesk is an online booking platform which will also allow you to quickly and effectively build a landing page that consists of all the most significant ingredients for that perfect landing page cake! 

With Calendesk you will be able to maintain a strong and loyal customer base that is constantly expanding. If you wish to learn more about Calendesk’s landing page builder , make sure you check this website out.

For now, that’s the end of this article. We hope you enjoyed it. For more, similar releases, don’t hesitate to head over to our blog section. And remember – landing pages can be a lot of fun!