“The first thing that catches a visitor’s attention is the promise that you make at the very beginning of the page.”
No matter what business you belong to, you need to capture leads. You need customers.
And as much as anything, you need landing pages. Engaging, high-converting landing pages that perform the ultimate job of bringing in more business for you.
What is a landing page?
A landing page is a website page that has the ultimate goal of converting the website visitors into leads. Landing pages contain forms that ask visitors to fill their contact details in exchange for something valuable, such as an offer, report, case study, or any other resource relevant to the visitor.
Why do you need a landing page?
Why is there even a need to create a dedicated page just to get people to fill out a form? Why not just completely rely on your homepage or about page?
The simple and most appropriate answer to this is: A landing page wipes out the visitor’s distractions by eliminating the navigation, external links, and any alternate options that they might have. It’s completely under your control to take your visitor wherever you’d like them to go, particularly, to your lead form.
Having said that, it is also to be considered that the conversions on a landing page do not come as easily as it sounds right now.
The average conversion rate of a landing page falls around 2.35%. The top 25% sites are converting at 5.31% and above, while the top 10% are looking at 11.45% and above.
Now, the bigger question is, how do you get to the top 10% of the top 25% league?
Beneath all the best practices and tactics on the internet, here are the 7 tried and tested modules of a landing page that can help you boost your conversions:
1. What’s In It For Me (WIIFM)
The first thing that catches a visitor’s attention is the promise that you make at the very beginning of the page. In a single line, you can let the visitors know what’s in it for them. Here is a great example of how it can come into practice:
In this example, you clearly tell your visitors that by choosing your product/service, they can maximize the output of their marketing spend. Not only this, but you’re also breaking the cliche by telling them that the traditional way of marketing is not going to break the ice for them.
2. A Very Clear ‘Core Delivery’
Core delivery is mentioned on almost every landing page existing on the internet, but a major issue with the visitors is that they’re not able to relate to that core delivery.
Wordstream does an amazing job of telling their core delivery; in the context of their visitor’s needs.
In a very crisp and profound manner, they’re telling what’s there at the heart of their business, parallelly emphasizing the benefits that their audience can get from their software.
3. Thought-Provoking Call-to-actions (CTAs)
A call-to-action is a prompt on the web page that tells the visitor to take a specified action, right away. CTAs that lie on the page just for the sake of collecting leads without addressing the visitor’s problems, are generally ineffective.
Below is an interesting example of a thought-provoking CTA:
In the above example, it’s interesting to see that CTA is broken down into 3 areas –
- A Captivating question about the visitor’s most pressing challenge
- An immediate solution to that challenge
- And, a prompt action for the user which is not aimed to get an immediate business, but to deliver a complimentary service before the actual service starts
This is also to be noted that there should be several CTAs on a page with variations. The first and last CTA of a page needs not to be the same; instead you should always follow a hierarchical approach while placing the CTAs.
For example, the various CTAs on a page (in a hierarchy) could look like:
- “Download the free guide”
- “Get a free assessment”
- “Request a Demo”,
- “Get a free trial”
- “Talk to our experts”
Remember, the text on the CTA should not be lengthy. It simply decreases the authority of the offer made.
4. Why You Do What You Do
The golden circle of sales explained by Simon Sinek emphasizes on the fact that you need to tell your audience ‘Why you do what you do’. Further, he explains, “Why is probably the most important message that an organization or individual can communicate as this is what inspires others to action”.
This applies very largely to your landing page as well. You need to tell your audience the thought process behind the very existence of your business. This section should aim to answer the three main aspects:
- What’s your company’s opinion of the industry challenges
- How did your company come up with a solution
- What is the clear-cut outcome of your product/services
Addressing the ‘Why’ will build a great amount of trust among your website visitors and bring a sense of trust and loyalty. This, in turn, will encourage them to take immediate action on your landing page.
5. Your Unique Approach
This section includes the unique approach that differentiates you from the competition. If you’re a services provider, you can talk about the process that you follow in order to achieve the desired results for your customers. In addition to that, you can highlight the quality of support provided by your company, and your customer’s issues are solved instantly.
In the above example, the phases of MarTech service delivery are mentioned. One of the phases highlighted in the above example talks very clearly about the uniqueness of this phase, in the first line itself. ‘Measuring the results on each step’ and ‘continuous optimization’ definitely stands out as the unique mindset and ethos adopted by the company.
6. Numbers – Speaking themselves
Putting your achievements in terms of numbers add a huge amount of legitimacy to your landing page and make people more willing to do business with you. You can discuss the impact that you created on your customers; in terms of numbers. One of the best examples to see here would be Outbrain’s success stories – talking about some excellent numbers:
Not only this, but you can also disclose some of the internal insights of your company which can make a positive impact on your customer. Here are some examples:
- 85% customer retention rate
- 1 million website visitors per month
- 92% customer support satisfaction
Speak out the truth, but make it fascinating!
7. Frequently Asked Questions (FAQs)
Last but not least, FAQs are a great way to overcome your visitor’s objections regarding your products/services. All you need to do is:
- Collect a set of questions that you generally hear from your customers
- Brainstorm with your sales team on the possible answers to those questions
- What’s the wait for? Put those all on the landing page
Landing pages are a great source of getting you new leads, so they need your attention. With the right amount of information and value provided, there’s simply no reason why your landing page shouldn’t convert well. All in all, if you include the modules we covered above on your landing page, you’re already on your way to a high-converting landing page.
Ask us any questions that you might have regarding your landing page, we’ll be more than happy to discuss.
About The Author
Nisha Dhall is a marketing and customer experience (CX) enthusiast, consulting a variety of entrepreneurs and SMEs across the USA, Canada, and India. As the marketing manager at Webonise Lab, she is keen on building modern-day digital strategies and evangelizing the customer needs. To know more, visit Nisha’s Linkedin.