How to Create High-Converting Landing Pages

Don’t get us wrong: we love good-looking landing pages. The way the colors contrast to draw attention; the striking custom photography and animation; the elegant application of negative space and rule-of-three layouts. Seriously, these things keep us up at night.

But here at IMPACT Digital Marketing, we know that there’s more to a landing page than looks. We want the kind of page that won’t embarrass you when you bring it home to your CMO. One that you can really, you know… build a campaign with.

What we really want is landing pages that convert.

What is a High-Converting Landing Page?

In the simplest terms, a high-converting landing page is a landing page that has a higher-than-average conversion rate. It’s got all the elements that get visitors to take action: persuasive copy (with an irresistible value proposition), bangin’ design and structure (with perfectly-chosen images), and a heaping scoop o’ social proof.

Of course, there’s no single formula for creating high-converting landing pages. (Although we’ve got some best practices to help you do it consistently below.) We’ve seen beautiful, compelling pages that just can’t buy a conversion. We’ve also seen landing pages built by a toddler (or look like it, anyway) that convert half their visitors.

Align Your Landing Page with PPC Campaigns

For maximum effectiveness, your landing page must align with your PPC ads. If your ad promises a specific product, offer, or solution, your landing page should immediately deliver on that promise. Consistency between ad copy and landing page content helps maintain user trust and reduces bounce rates.

Crafting a Compelling Call-to-Action (CTA)

A strong CTA is one of the most important elements of a landing page. To encourage conversions, your CTA should be:

Clear and Direct: Use action-oriented language like “Get Started,” “Claim Your Offer,” or “Book a Free Consultation.”
Visually Prominent: Ensure your CTA button stands out with contrasting colors and strategic placement.
Mobile-Friendly: With an increasing number of mobile users, ensure your CTA is easy to tap on smaller screens.

Example Landing Page Promo

Industry: Social Media / Conversion Rate: 46.94%

High-Converting Landing Page: Promo — Image courtesy of Promo. (Click image to see the full page.)

The Importance of A/B Testing

Not every landing page design works the same for all audiences. A/B testing allows you to compare different elements to determine what works best. Consider testing:

Headlines and Subheadings: Test different wording to see which captures user attention.
CTA Placement and Wording: Adjust colors, text, and positioning to optimize conversions.
Page Layout and Design: Experiment with different structures to see which improves user experience.

Enhancing User Experience (UX) for Higher Conversions

A seamless user experience keeps visitors engaged and increases the likelihood of conversion. Key UX factors include:

Fast Load Times: Slow-loading pages lead to higher bounce rates. Optimize images and scripts to improve speed.
Minimal Distractions: Keep the design clean and focused, with clear navigation and limited outbound links.
Mobile Optimization: Ensure your page functions well on all devices by using responsive design.

When a Full Website Redesign is Necessary

Older websites may not support modern landing page strategies. If your site lacks fast load times, mobile responsiveness, or clean navigation, a full redesign may be necessary. Upgrading to a contemporary, conversion-optimized site can greatly improve performance in PPC campaigns.

QUICK TIP

Creating high-converting landing pages is 10x easier with the right tools like:

A drag-and-drop builder to launch pages fast.
An A/B testing tool to constantly experiment.
Analytics to compare conversion rates.

Final Thoughts

Building a high-converting landing page requires careful planning and continuous optimization. By aligning your page with PPC campaigns, refining CTAs, conducting A/B testing, and improving user experience, you can significantly boost your conversion rates. If your website is outdated, consider a redesign to stay competitive in today’s digital landscape.