Best practices for landing pages: how to create pages that convert more
If you still think that creating a website is the biggest challenge in your entire digital strategy, it's time to review your concepts.
Creating a landing page is not that difficult anymore. Or rather, it doesn't have to be.
Nowadays it is already possible to create a page on the internet in less than an hour , without having to have programming knowledge or be a design expert.
As? Just rely on the right tool.
Now, making this page a conversion machine… That's another story.
Getting a landing page up and running quickly is undoubtedly a big plus. But speed shouldn't be your only goal.
The success of a page depends on other factors.
That's why in this article I'm going to show you the best practices to create a winning landing page in conversions!
Come on?
How to have a page that converts more?
As I said, agility when building and publishing your page is great. But it's not all.
To have a landing page that converts more, you need to follow some guidelines.
1- Set a goal
Basically, start from the beginning.
What is your goal when creating a landing page?
It doesn't hurt to remember that the landing page is a page focused on conversion. All the information in it should prompt the visitor to take a specific action.
If the purpose of the page isn't clear to you, it won't be clear to your visitor either.
You might want your audience to:
By defining what the visitor needs to do when accessing the page, the chance of success is greater.
2- Focus on the “first page”
The most important comes first, always.
A good practice for landing pages is to have the most important content highlighted, on the “first page”, the part that stays on the screen before the visitor starts scrolling down.
This is the most valuable point on your page.
It's the first thing your visitor will see. And it might be the only one.
Put your CTA, as well as your most compelling copy and most compelling images or videos in this space.
But also don't forget that some visitors will scroll to the bottom. Therefore, include the CTA at different points on the page.
The intention is to ensure that, anywhere on the landing page, it performs the action you've defined.
3- Write strong copy
Copywriting is conversion-oriented writing technique . If the landing page is also a page focused on conversion, the meeting of the two is the perfect combination.
Invest in persuasive writing that leads your visitor to take action.
The truth is that, when arriving at a landing page, your lead wants the main information available as clearly as possible.
Therefore, every word needs to fulfill a purpose.
Focus on strong sentences that work well on their own (think titles and headlines , for example), short paragraphs, and, whenever possible, lists and bullets to make reading easier.
4- Think about the design
One of the main characteristics of a great landing page is that it should naturally guide the visitor's attention in the order and direction you want. And part of that is design responsibility.
To achieve this, your page design should use visual indicators that catch the eye of the reader.
It's as if the page tells a story through the placement of text and images.
This can be done with a direct indication, with the use of arrows, for example, or in a more subtle way.
The way the text and visual content are arranged can guide the visitor to follow a path and continue reading.
5- Write good CTAs
If your page were a slice of cake, your CTA would be the icing. It's a small detail, but it makes all the difference — and it usually comes last, both in the fork and in the planning.
The call to action , or call to action, is what will guide your visitor and make him perform the action you want.
So your CTA needs to be related to your main objective. If you want your visitor to make a purchase or download a material, for example, tell them so.
If people are interested in your offer, they won't want to waste time figuring out how to get it.
Make your CTA button immediately visible, giving it a recognizable shape, making it clear that it's something users should click on.
Using a color that contrasts with the rest of the page is always a good idea.
6- Use testimonials
If you collect testimonials from those who have already purchased your product or service, it's time to take this card out of your sleeve and use it without fear.
Social proof is like evidence used to show that other people have bought and approved what you are selling, proving how popular or good it is.
This strategy works very well because it is based on the bandwagon effect (or adhesion effect), a phenomenon in Psychology that explains why people generally tend to opt for an action that has already been performed by others.
Therefore, they tend to buy things that several people have already tried and have given their opinion (mostly positive) about it.
On a landing page, customer testimonials can be the missing argument to turn a visitor into a lead.
7- Make tests
In addition to implementing the landing page best practices I've recommended so far, there's another way to ensure your page's success: A/B testing .
This step involves creating two similar landing pages, but with a different point between them.
That way, you find out which of the two performs the best among your visitors — and the winning page is the one that will be used from that moment on.
The testing possibilities are immense. You can find out which CTA color or position is best, which headline, image, video, testimonial.
The only caution with A/B testing is that the change must be made at only one point. Only in this way is it possible to identify what was the reason for the success of one page in relation to the other.
And then just apply this change to future landing pages.
8- Go to templates
Consider this point a "shortcut".
This will definitely require technical knowledge or the help of an experienced professional.
Remember I said that being agile when building your page wasn't everything? This is not to say that this is not an important factor.
Using templates, by the way, is an excellent way to ensure that you'll have time to focus on all the best practices I've listed here.
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