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6 Tips for Making Landing Pages That Convert

There are 6 top landing page design tips to create killer landing pages that convert like nobody’s business.

Stats show that email marketing can make roughly $55 for every $1 spent. That equates to more than 4,400% ROI.

What’s more, statics also reveals that email marketing is particularly effective for B2B companies—with B2B marketing emails receiving a 23% higher clickthrough rate than B2C. No wonder 59% of B2B marketers pinpoint email as their top channel for revenue generation. 

Of course, these stats are all well and good, but before you start effectively marketing through email, you need to have a healthy email list. And the way to make this happen is through landing pages that convert. 

However, there is a science behind landing page creation. Simply throwing up a page with a form isn’t going to garner you the leads you need.  

1. Create a Strong Value Statement

One of the tips to creating a landing page that converts is to craft a strong value statement. This doesn’t necessarily have to be the value statement of your brand. In many cases, it might be a statement that lets customers know the specific benefits they will get if they give you their email address. 

This could be news, and updates, freebies, discounts—or it could be something integral to your services, such as your free trial or free plan. It could also be tied to an emotion, such as freedom, peace of mind, confidence, etc.

If you are offering a free plan or trial, you might want to make your landing page’s value statement the same as your brand’s. 

Not sure what your value statement is? If you’ve been struggling with your branding process and are yet to fine-tune these vital elements, you might need to invest in professional marketing services.

Also, when settling on a value statement and the general copy for your landing page, make sure you incorporate an attention-grabbing headline or a hook. 

Without this, your landing page design will fall flat and probably fail to convert.

The key is to address a need or want from your target customer. 

2. Make an Offer Visitors Can’t Refuse

Another top strategy for creating landing pages that convert is to present visitors with an offer. In internet marking lingo, this is known as a lead magnet. 

Lead magnets can be a variety of things. Free e-books are a popular offering. Discount codes can also be highly effective lead magnets. 

You can also consider giving access to things like free:

  • Trials
  • Guides
  • Bonus packs
  • Resources
  • Webinars
  • Courses
  • Special offers
  • Checklists
  • “Secrets”
  • Cheatsheets

When deciding on a lead magnet for your landing page design, make sure it targets your audience. Try to offer something that is irresistible to them, something they simply can’t pass up. Also, ensure that it’s directly related to your niche and offerings. 

The last thing you want is to be offering is a random freebie. The lead magnet should be something that only you can offer. This cements your niche authority and brand and leads to enhanced conversions down the line. 

Speaking of down the line, a top tip for any website landing page is to offer something that ties into your sale funnel. This helps to spur future sales by helping to guide your leads through your funnel. 

3. Craft a Click-Worthy CTA

Another essential to a good landing page design is to craft a click-worthy CTA. 

Often, you might want to use common CTAs, such as:

  • Click Here
  • Join Today
  • Sign Up
  • Get Free Access
  • Get Started
  • …etc. 

However, you may find that—depending on your landing page—you can create a more unique and compelling CTA. For example, say you are creating a landing page for a writing tool, and your lead magnet is a free trial. In this case, your CTA could be something like “Write Better, Right Now.”

4. Minimize Friction

One of the most critical things to keep in mind when designing a website landing page is friction. Landing pages that convert are landing pages that reduce friction to signing up. 

Some ways to do this are to:

  • Keep pages simple (no unnecessary information or visual clutter)
  • Don’t ask visitors to enter more info than needed
  • Reduce scrolling length

If you look closely, all of the best landing pages have reduced friction for the visitor. They aren’t asking them to enter every superfluous detail under the sun, and there isn’t a mile of non-essential content to scroll through.

5. Use Strong Visuals

If you want to create landing pages that convert, you also need to give some thought to your use of visuals. Visuals should be eyecatching and impactful. Not distracting or overly busy. 

Make use of white space and choose images that command attention. Also, don’t use stock photos. 

Research has shown that switching out stock imagery for a specific image can increase conversion rates by 35%.

What’s more, having specific photos also increases trust, which is vital in all sectors, particularly in B2B environments. 

Lastly, if you have been looking around for landing page inspiration, you may have noticed that a lot of compelling landing pages feature human faces. Additionally, if you look at the direction of the gazes, you might also notice they are often looking towards the CTA button or headline. 

These two landing page design techniques aren’t anything new, but they work because, as humans, we are naturally drawn to other humans. What’s more, we are curious to see where people are looking. Therefore our eyes are automatically (and subconsciously) drawn to the direction of their gaze. 

6. Implement A/B Testing

Lastly, if you’re trying to creating landing pages that convert well, we also recommend that you carry out A/B testing. 

If you’re unfamiliar with the term, it involves creating two different versions of the same page, then tracking the results. This allows you to test out potential tweaks, such as the color of CTA buttons, different imagery, headers, etc. 

Create Landing Pages That Convert With These Pro Tips

Creating landing pages that convert is essential for increased lead generation. However, you must make sure you implement the key best practices for landing page design. These include clearly communicating value, reducing friction, using strong visuals, and having a click-worthy CTA.

You should also implement A/B testing and offer leads an incentive to sign up. 

If you would like help with creating the best landing pages possible—or with any area of digital marketing—call us. 

We specialize in fueling B2B business growth through cutting-edge marketing consulting and services.

Give your business an unfair advantage today, and contact us to discuss your needs. 

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