Landing Well to Convert Better: The Art of the Landing Page

Why build a landing page? We break it all down for you

So, what exactly is a landing page?

It’s a (usually) standalone page whose purpose is to convert customers or gather information from them. Some businesses will offer a promotion, an e-book, a training, or coupons to entice a customer to sign up, subscribe, or simply buy a more complete product.

The landing page acts as a conversion accelerator. Through simple, effective communication, potential Top Funnel customers can quickly convert (Bottom Funnel) toward your product or service. Don’t forget: the main goal of a landing page is to give you relevant information about your future customer, or to capture a Lead.

Why?

Often tied to an ad, the call-to-action asks people to click a link to take advantage of an offer, get more information, or simply sign up. To boost the conversion rate, the customer lands on a landing page. It’s more personalized and more focused than your website. That simplicity lets you collect information (email, region, age) in exchange for an offer.

The key is to focus on a single message. Once your target is clearly defined, they should understand your offer quickly, and convert better as a result.

How to build a landing page in 5 easy steps

A picture is worth 1,000 words

Your landing page has to speak to your potential customers in under 5 seconds. That may sound obvious, yet plenty of businesses still miss the mark. You won’t get a second chance to make a good first impression.

Make sure the image is high quality, reflects your values and brand identity, and, above all, has a real WOW factor.

One message, and only one!

Don’t try to cram too much information onto your landing page. Make sure the message is precise, clear, and simple. Your potential customer needs to understand the offer you’re presenting right away. This isn’t the time to get lost in the details of your offer. Get straight to the point: explain why your offer helps the consumer. If words aren’t your strong suit, use a great image with a few key words instead.

An interesting offer — a real one!

It’s essential to offer something genuinely compelling and fully committed to. The offer needs to stand out from the ordinary; it has to spark real interest for your future customer. For example, if your business regularly offers 15% discounts at different times of the year, a landing page won’t do you any good if it just offers the same discount. For your future customer to be willing to trade information with you, the offer has to be substantial.

A service-based business could, for example, offer a free e-book on an interesting topic. A retailer might offer 25% off a clothing collection in exchange for an email address.

One single call-to-action

To boost your chances of converting a potential customer, you need to reduce the complexity of their action as much as possible. If they don’t immediately understand what they need to give you in exchange for your offer, it’s game over.

Ask for a postal code or an email address — you can then reuse that information to follow up. You can also redirect the customer with a button.

Above all, above all, above all, never ask for a credit card at this stage. Your future customer will abandon your landing page in no time.

As with any good transaction, it’s important to reassure the customer. This offer should already have proven itself.

Social proof reassures the potential customer while showing them that your offer, service, or product is genuinely valid. Above all, be proud to showcase the clients you’ve worked with who are satisfied. Don’t hesitate to ask them for feedback and suggestions.

IN SHORT

Remember that you’re making a trade with your potential customer. The more you give them, the more inclined they’ll be to give back in return. The landing page is a marketing technique that works, but it isn’t perfect. Don’t hesitate to add it to your Facebook campaigns, your newsletters, or your Google Ads campaigns.

Check out some interesting statistics here. Keep in mind that the success of a good landing page also depends on the product or service you offer, as well as the field you’re in. If your first landing page doesn’t work, make a few tweaks and try again.

Finally, use the landing page sparingly — you don’t want to be that “pushy” salesperson.