Landing Pages: everything you need to know to convert more
Want to capitalize on your landing pages to generate more qualified leads? You've come to the right place! Landing pages play a central role in acquisition strategies, inbound or outbound.
They are designed to guide your visitors towards a specific action, such as subscribing to a newsletter, downloading a white paper or requesting a demo of your product.
But how do you create the perfect landing page? By taking inspiration from the best! Discover the best practices in terms of design, content andconversion rate optimization. As a bonus, we offer you a few tips for creating landing pages tailored to your target audience and objectives.
Identify the key elements of a successful landing page
A landing page has a single objective: to convert as many visitors as possible into leads or customers. To achieve this, every element of the page must be optimized to capture attention, arouse interest and prompt action. Here are the essential ingredients of a landing page that converts:
A catchy, relevant title
It's the first thing visitors see when they arrive on your page. Your headline should immediately grab their attention and make them want to stay. Be direct, punchy and emphasize your unique value proposition.
Here are a few examples of titles:
- One hour a day to double your leads
- Confession: a former Meta employee reveals how the algorithm works
- How an accountant got over 50,000 subscribers in 3 days
The title should summarize in a few words what the user will obtain by performing the expected action.
A visible and convincing call-to-action (CTA)
The CTA is the button you want the visitor to click, whether to register, download content or access a demo. It should be visible at first glance, ideally above the waterline. Text should be clear and engaging, preferably starting with an action verb. And don't forget the eye-catching colors!
A quick and easy form
To turn a visitor into a lead, you usually need to ask for some information via a form. The secret? Keep it as short and simple as possible. Each additional field lowers the conversion rate. Only ask for the essential information you really need at this stage.
Streamlined design and a smooth flow
The aim is to guide visitors naturally to action, without distracting them. Opt for a minimalist design with lots of empty space, quality visuals and a visual hierarchy that emphasizes key elements like the title and CTA. Think mobile-first with a responsive page that adapts to all screens.
Clear, persuasive content
Beyond the title, the content of your landing page must emphasize the benefits for the user. Adopt a direct tone and focus on what your offer will actually do for them. Use bullet points and short sentences to make the message easier to read and understand.
Keep in mind that all these elements must form a coherent whole, aligned with your message and your target. It's the combination of these ingredients that will turn your landing page into a real conversion machine!
Successful landing pages: best practices
Let's take a look at some concrete examples of high-performance landing pages. The aim is to understand how the major players apply best practices to create pages that convert.
Shopify: elegant design and concise messages
Shopify targets entrepreneurs with a strong message : "You don't need to be an expert to start selling online". The "Start your store for free" CTA is highlighted on a contrasting background. As you scroll down, you'll discover reassuring customer testimonials and key features.
The perfect cocktail to build customer confidence and inspire them to action. All in an inspiring, elegant design that makes you want to create your own site in just a few clicks. Shopify has it all! Discover the Shopify landing page.
Vinted: direct call to action and clean design
Vinted targets its audience directly with a straightforward slogan that immediately answers THE consumer question : "Sell for free". Against a clean background, the red CTA "I'm selling now" immediately grabs attention.
In a few key words and figures, Vinted sums up the benefits of its second-hand clothing sales service. The visuals feature smiling users to invite customers to identify themselves. Get inspired by Vinted's landing page.
Recap: drawing inspiration from the best for your landing page
These landing pages use high-quality visuals that reinforce the message and make people want to discover the service. The inspiring design or photos of smiling users on Vinted create an emotional connection. Some pages, like Shopify, also feature reassuring customer testimonials to build trust.
Each of these landing pages incorporates the essential elements in its own way: punchy title, visible CTA, clean design, convincing content... Everything is done to guide the user towards conversion, adapting to the specific features of the service or product. It's this tailor-made combination of best practices that makes these pages so powerful.
Create your own landing page in 6 steps
1. Identify your main objective
It all starts there: what is the primary purpose of your page? Signing up for a newsletter, downloading a white paper, requesting a demo... Keep this objective in mind when designing each element of the page.
2. Create a clear, attractive design
Opt for a clean design that highlights your message. Choose a visual structure that naturally guides the eye to key elements like the title and CTA. Use high-quality visuals that illustrate your message and evoke emotion. Think responsive design for an optimal experience on all screens.
3. Write compelling and convincing content
Your title should immediately grab attention by summarizing your value proposition in a powerful way. Your content should be clear, concise and focused on user benefits. Choose your keywords carefully to boost your SEO and reach your target quickly.
Adopt a tone that speaks to your target audience and create a sense of urgency. Unlike home pages, which are more like showcases for your company, landing pages drive your users to action.
4. Create effective interaction elements
Your CTA should be visible, attractive and use a strong action phrase.
For example:
- -10% off thousands of items, I'm taking advantage!
- I pre-order
- Add to basket
- 30-day free trial
Your form should be simple, with only the essential fields. Add evidence such as testimonials or customer logos to reassure the visitor.
5. Testing and optimizing your landing page
Once your page is online, analyze its performance and run A/B tests to optimize it on an ongoing basis. This allows you to directly compare two versions of the page and identify which is more effective in attracting and converting visitors. Use the data to understand visitor behavior and make targeted improvements.
6. Integrate your landing page into your overall strategy
Your landing page doesn't stand alone. Integrate it into your conversion tunnel and overall acquisition strategy. Plan inbound and outbound campaigns to drive qualified traffic to your page, as Bulldozer customers such as Lingo and Fraiche Cancan have done. Think about the next steps once the visitor has converted, to nurture them.
By following these steps and drawing inspiration from best practices, you'll put all the chances on your side to create a landing page that converts your audience into leads and customers. The watchword: stay focused on your target, test, analyze and constantly optimize!
Case study: how does it work in practice?
Analysis of a successful project: from idea to online launch
Take Comptables.com, a marketplace launched by the Morgan Philips group to connect businesses and freelance accountants. When they contacted Bulldozer, they had never launched a growth initiative before, and had strong growth objectives. The challenge? To significantly increase the supply of candidates on their marketplace.
Bulldozer's strategy combines :
- the creation of targeted multi-channel campaigns;
- A/B testing of landing pages to optimize conversion;
- deployment of innovative channels such as SMS.
By finely analyzing results and adjusting on an ongoing basis, Comptables.com was able to achieve a 45% conversion rate on its best landing page, and over 300 new accounts were created.
This example clearly demonstrates the importance of a data-driven, agile approach, always geared to optimizing landing pages for growth.
In conclusion, remember that an effective landing page is based on a skilful blend of ingredients: a clear and convincing message, a clean and engaging design, well-thought-out interaction elements such as CTAs and forms. But above all, the ambition to meet your target audience's needs.
Bear in mind that even the best landing page doesn't live in a vacuum. Its success depends on its integration into your conversion tunnel and overall acquisition strategy. It's the synergy between inbound, outbound and paid levers that multiplies the impact of your pages..
Every visitor to your landing page is a unique opportunity to highlight your offer and create a link with potential future customers.
