Your landing pages are the gateway to conversion. It’s the first chance you have to wow your visitors and convince them to become customers. What strategies do best-performing landing pages use?
Zaneta StyblovaApr 14, 2022
In the old days of digital marketing, a landing page was simply a standalone web page that users “landed” on after clicking on an ad. Today, things are more complicated. A landing page doesn’t even have to be a single page. It can be an entire website or a microsite. We’ve collected some of the best landing page design examples created by our customers to inspire you, and each of these was crafted with a specific “why” in mind.
First, let’s take a look at five tips that will help you design a great landing page:
Tips for creating awesome landing pages
- If you want to create a high-converting landing page in 2022, you need to have a solid understanding of your audience and their needs. The best landing pages focus on one target audience and cater specifically to them. This approach allows you to hone your messaging and optimize the design of your page around what works for that specific audience. The website visitor is less likely to feel like they’ve landed on the wrong page if they clearly see that it’s speaking to them.
- Most people don’t read, they scan. So make it easy for them to find what they want. Clear and simple structure, easy-to-read text, plenty of white space, and intuitive navigation will help your visitors find the piece of information they’re looking for fast.
- It’s also important to make sure your landing page is mobile-friendly. Smartphones have become the most common way for consumers to access the internet, so a landing page that doesn’t display well on mobile devices is likely to hurt your conversions.
- Keep your forms short. In general, shorter forms have higher conversion rates than longer forms.
- Remember to say thank you when your customer takes action. In addition to being polite, saying “thank you” is an important step in the sales process. It makes the customer feel good about themselves and their decision. It also reassures them that their transaction will be completed successfully and that they’ll receive what they were promised.
With so many companies out there all vying for the same customers, it’s no wonder you hear marketing experts talking about the importance of a good landing page. In reality, though, not everyone who creates a landing page design is going to end up getting the results they want. So what exactly do the best-converting landing pages do differently?
Create a hero section that will wow your visitors
A hero section is usually the first thing you see on a page, right below the main navigation (on some websites, the main navigation is hidden so it doesn’t distract the visitors). The hero section is usually a big, bold banner that contains a headline, a short description, and a call-to-action (CTA) button, just as you can see in the screenshot below.
Hero sections get your visitors excited about your product or service. The perfect one will grab their attention and make them want to scroll down and learn more about what you have to offer.
Your customers don’t want to read a list of features—they want to know how your product will benefit them. It’s up to you to communicate your value in a way that speaks to their needs. This is a nice example of how you can use minimalistic icons and short copy with action verbs to give the visitor a clear idea of what they’ll be able to do with your product or service right below the hero section:
Built by BlueModus
Help customers relate to your story through a timeline
One of the best ways to showcase your company’s rich history is through a timeline. A simple visual can show off your key moments and achievements while also demonstrating that your business has built up experience and trust over time. Try adding a timeline similar to this one to your landing page:
Explain the purchase step by step
If you’re offering a service that’s not 100% online—say, a house cleaning service—use your landing page to explain the process step by step. For example, you might include a section that explains the quickest way customers can schedule a cleaning and what information they’ll need to provide.
If you’re selling downloadable software or online service, show your customers how they’ll get access to what they’re buying. Really good landing pages include information about how long it will take for customers to get the product and what they’ll receive once the purchase has been made.
This page breaks down the process into three simple steps:
Depending on the complexity of your offer, you might want to include a drop-down FAQ section on your landing page to answer frequently asked questions. This is where you get to address objections and convince undecided visitors to buy from you. This is one of the clever landing pages that do it well:
Built by Devotion
Tell them what makes you different from the competition
You might be the best at what you do, but will your potential customers know that? Your page has to communicate your strengths and competitive advantages. Create a section that does just that. This Who We Are landing page from MAAX is a great example, as it also provides specific numbers to back up the company’s strengths:
When you pitch yourself to potential buyers, it’s important to be realistic and honest. Be sure to focus on the things that will help solve their problems rather than ones that are difficult to fulfill or can’t be backed up with evidence. Your customers have a problem and you have the solution—your page should reflect this by highlighting how your product or service will make their life easier.
And remember—using beautiful imagery (just like below) is key to keeping visitors on your landing page:
Built by Konabos
Hold your visitors’ attention with a compelling video
If you’re not using videos on your landing pages yet, you’re missing a critical piece of the puzzle. The average visitor spends 105% more time on a page that includes a video, according to Brightcove. Videos allow marketers to deliver content in an easy-to-understand format, which makes them ideal for conveying complex ideas and products in a way that doesn’t come across as too “salesy” or “pushy.”
This landing page contains a 30-second video that shows how sportsmen use the INEOS sanitizer to clean their gear. If you have the budget, consider creating a short video like this one for your page.
Never underestimate the power of testimonials
If possible, always include a testimonial on your landing page. This can help shore up the credibility of your product or service by providing social proof.
A great example of this is how we choose which restaurants to eat at on vacation. Which would you rather eat at? A five-star restaurant with no reviews? Or a three-star restaurant with thousands of excellent reviews? Probably the latter, right? It’s the same reason why people tend to frequent the same restaurants over and over again: they know what they’re getting into.
This page features a testimonial that came from a team principal of a cycling team, explaining how the sanitizer protects the cyclists when they’re training for their next race (see the screenshot below). Consider using a similar one (ca. 70-100 words with the person’s name, position, and company) on your landing page.
Built by The MTM Agency
Show us your landing pages
There’s always room for improvement, and when it comes to landing pages, there are plenty of ways to boost their performance and ensure they meet your goals. We hope you enjoyed the tips compiled in this article! We’d love to hear what you think and see what you’ve created, so connect with us on Twitter, LinkedIn, Facebook, or Instagram 😉.
If you are looking for a way to quickly create content and assemble beautiful landing pages, feel free to schedule a 1-on-1 demo or start your 30-day trial to see how a headless CMS can help you deliver engaging digital experiences.