How to create a high-converting landing page
Creating a landing page that converts requires a strategic approach. To ensure the success of your landing page, you need to focus on several key factors, including message-target audience fit, page structure, emotional triggers, benefits versus features, positioning, from landing page to call-to-action, key metrics to track and weekly iterations.
Matching the message to the target audience: The basis of your page
The first step in the process is to ensure that your message is in tune with your target audience. You need to identify the pain points and issues your audience is facing, then formulate your message in a way that speaks directly to them. Creating a main landing page and adapting it to multiple marketing angles for different audiences is an effective way of ensuring that your message resonates with every segment of your target audience.
→ Create a main landing page (LP)→ Choose 3 marketing angles for 3 audiences→ Tailor 3 landing pages to your 3 marketing angles
Page structure: The backbone of your page
Once you have a message that resonates with your audience, the next step is to create a page structure that will encourage conversions. The AIDA (Attention, Interest, Desire, Action) framework has proven very effective in this regard. Using this framework, your landing page should have a title that attracts attention, a description of your offer that sparks interest, a series of benefits versus features that creates desire, and details about the offer that prompt action.
→ Title with a dream result→ Description of the offer→ Series of advantages in relation to the features→ Details about the offer
Emotional triggers : The heart of your page
Emotional triggers are another essential component of a successful landing page. You should use scarcity (limited time or quantity), social proof (testimonials, reviews or logos from reputable companies) and authority (press mentions, industry awards or certifications) to create a sense of urgency and credibility that will prompt your audience to take action.
→ Rarity with limited offers
→ Social proof with logos, testimonials
→ Authority with press, figures, proof of work
Advantages over features: What will make users believe?
Emphasizing your benefits over features is also key to creating a landing page that converts. Highlighting the key benefits of your product or service, supported by tangible descriptions of how they work and the features that deliver them, will help convince your audience that your offer is worth their time and money.
→ Use clear, simple writing
→ Illustrate with images and figures
→ Prove the benefits with examples and testimonials
Positioning: What makes your page different
Landing page positioning is another critical factor affecting conversions. You need to define a strong positioning for your brand, and ensure that your design and copywriting reflect that positioning. You should invest in a unique art direction that sets your landing page apart from your competitors, and create a brand atmosphere that's consistent with your positioning.
→ Define a strong positioning
→ Invest in a unique art direction
→ Make your design polished with Webflow
→ Create a brand atmosphere with copywriting
Flow: Set up the right call to action
From landing page to call to action, your landing page must guide the user to the desired action. To do this, eliminate distractions, keep the user flowing from headline to headline, and insert specific calls to action that make sense. The principle of consistency is vital here: your landing page must offer a single next step that makes logical sense.
→ Eliminate distractions, get straight to the point
→ Keep the user flowing from headline to headline
→ Insert precise calls to action that make sense
Follow-up on key measures: The road to success
Tracking the right metrics is also crucial to the success of your landing page. You should track speed score (aim for an "A" score with GTMetrix), cost per conversion (to compare your pages) and conversion rate (percentage of visitors who click on the call to action). This will enable you to accurately assess the performance of your landing page.
→ Speed score: aim for an "A" score with GTMetrix
→ Cost per conversion to compare your pages
→ Conversion rate: % of visitors who click on the call to action
Weekly iterations: There's always room for improvement
Finally, creating a landing page that converts is an iterative process. You should perform weekly iterations to continually improve your landing page. A/B testing the H1 section, analyzing heat maps with Hotjar and iterating on the form and tracking CTR are effective ways of optimizing your landing page over time.
→ A/B testing of the H1 section
→ Heat map analysis with Hotjar
→ Iteration on the form and CTR tracking
Finally, here's an example of a tried-and-tested template we use regularly with our customers.
In conclusion, by following these eight steps, you can create a landing page that converts and guides your audience to your call to action. Remember, this process requires ongoing effort and optimization, so be prepared to iterate, test and refine your landing page regularly to ensure it delivers the best possible results.
