How to make the best landing pages

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Landing pages are one of the most important elements for lead generation, but most companies either don't know how to make the best landing pages, don't use them enough, or don't even have them at all. It's common to pay more attention to a website's home page. After all, it's the first thing you see inside the "virtual shop window" when visitors "walk in the door."

A landing page is an essential tool for any website because it provides a dedicated platform to convert higher percentages of visitors into leads. In fact, landing pages have an average conversion rate ranging from 5% to 15%. However, they are often overshadowed by a homepage or other product pages (which have conversion rates between approximately 1% and 3%).

That's because for years marketers have focused on driving people to a crypto email database list company's website without a clear idea of ​​how visitors got there and where to take them next. Today, we use email marketing, social media, pay-per-click (PPC) advertising, and other online channels that allow marketers to send traffic to specific locations (landing pages) that contain the right messages for each audience.

The goal of a landing page is to tell your visitors exactly what you want them to do and why they should do it. Home pages are generally less focused on a particular task because they are serving the masses. Home pages are great for direct traffic, but when you can control how visitors get to your site, a landing page is the best place to send them.

And now you're probably asking yourself, how do I make a landing page that converts? I'll explain it to you below in 9 basic points.

1. Never use your homepage as a landing page
Homepages often have too much information, which makes visitors feel lost. We also don't recommend using a product page as a main page. Even if your homepage and subpages are amazing, a landing page will work better to convert visitors into leads because it focuses on one task.

2. Landing pages must contain the following elements
A title and optionally a subtitle
A brief description of what is offered
At least one image that supports what is offered (or a short video)
Also optional “evidence elements” such as testimonials, customer logos or quality or safety badges.
Most importantly, a form to collect information from the visitor. If for some reason you can't include a form on the landing page, add a large CTA to direct customers to the next step.


Example-landing-page


3. Eliminate or limit additional navigation (vanishing points)
A landing page is used for one purpose and one purpose only: to encourage the visitor to take a specific action. When visitors arrive on a page we want to keep them there until they take that action. Putting other elements that take them to other pages will most likely distract them and increase the chances of them leaving the landing page without taking the action we want.

4. Keep the goal simple and clear
Don't try to cram too much information into your landing pages. Make it clear what the page is about and what you want the visitor to do. Limit the amount of copy, images, and links to only what is necessary and organize your content with a proper structure so that the elements have a logical order. It's very important that the call to action is as clear and visible as possible.



Simple landing page


5. Relate the content to the previous source that the visitor has accessed
Whether the visitor comes from a PPC ad, an email, or a CTA, make sure the messaging matches throughout the conversion funnel. If a PPC ad says “Download our Marketing Ebook,” your landing page should say exactly the same (or similar) thing. If the visitor doesn’t find what they expect, they will almost certainly hit the “back” button.

6. Reduce friction
Friction is caused by elements on a page that prevent a visitor from taking an action. This can include providing too much information (which adds complexity), distracting animations, or lack of security tests, etc. Make your visitors feel safe when providing information. To reduce friction, keep the page simple (so they don’t have to read too much for example), include security tests as mentioned above (number of downloads or sales…) to indicate the acceptance of others.