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How To Use Landing Pages To Increase Your Website’s Conversions

Tuesday, July 28, 2015 by

landing pages

Creating a landing page that works is easy, but creating a landing page that converts is going to take a little bit more work.

In this post we’re going to examine what a landing page actually is, and how to build one that speaks to your customers and converts.


What Is A Landing Page?

A landing page is a page that your users are going to land on from some traffic source across the internet. This could either be from a social media post, a guest blog, or an ad.
Landing pages are specialized pages that are designed to get your users to take action. Most unnecessary elements are cut out and the focus is appealing to the user so they’ll act on your call-to-action.

Landing pages will help to educate your customers and turn them from window-shoppers to potentially paying customers.


Building A High Converting Landing Page

Creating a landing page is simple. Most website templates have the ability to select a ‘landing page’ layout which will create a very simple page for you.

The layout is easy; the real work comes from the copy, the media, and any other page elements.

1. Enticing Headline
Right from the get go, you need to capture the essence of your landing page with a headline that gets users to keep on reading. Your headline needs to sum up what your page is about, as well as create some emotional tension so the visitor will continue to read to the bottom of the page.

2. Create A Sense Of Urgency
You can create landing page urgency through a variety of methods. One way is by having a countdown timer, or having your offer expire after a set amount of time. Another method is to limited your downloads or sign-ups to a certain number.

This sense of urgency will encourage the user to act quickly.

3. Build Trust Through Credibility
You can showcase your credibility in many ways. One of the most common is through showcasing testimonials from past clients and customers. Another common means is to highlight endorsements from other business-owners in your niche.

You can even highlight your credibility by displaying your number of social media followers, or subscribers if the number is high enough.

4. Inspiring Call-to-Action
If people make it to the bottom of your website then you need a call-to-action that inspires them to take action. Most calls-to-action are displayed as buttons, so you’ll want this button to stand out, and be clear and action-oriented.

Also, make sure your call-to-action only has a singular course of action.

5. Test And Refine
The first time you build your landing page you’re going to be guessing based upon past interactions with clients, and your own intuition. By tracking and testing small variables on your landing page you’ll start to build a higher-converting landing page over time.

When you’re testing make sure to only isolate and test a single element at time. It may take longer this way, but it’s the only way to ensure you know what is and isn’t working.

Over time, with the data you collect it will be much easier to design a high-converting landing page the first go-around.

Kevin Wood writes about technology and human potential. You can find him at his virtual homes Wooden Writing and Counter Culturist.
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