Remember in school, when you would design a poster to let people know where to sign up for an upcoming competition? And who can forget the time when every other billboard had a Fair & Lovely ad persuading everyone to try a tube? It is becoming harder to grab people’s attention through billboards as we bury our heads deeper into our screens.

That’s where landing pages come into play.

What is a landing page?

A landing page could be seen as the online equivalent of a poster or a billboard. It is designed to capture the visitor’s attention and persuade them to take a particular action. This action could be to fill out a lead form, send an email, make a phone call or purchase a product. The most important aspect of a landing page – Call-To-Action.

A CTA is a specific action which you would like your customers to perform. It is typically a button that stands out on the page prompting the visitor to take a specific action.

How is a landing page different from a website?

Landing Page	Website
Prompts a specific action or conversion	Provides comprehensive information and serves multiple purposes
Concise and focused content with a singular focus on a specific goal/ Call-To-Action	Multiple pages and sections covering varied and extensive content and functionalities
Targets specific audience segments	Targets broader audience or multiple segments
Clean, streamlined design with minimal distractions	Can have a more complex design and layout
Typically not the primary focus for search engine optimization	SEO is a significant consideration for ranking and visibility

Creating a high-converting landing page can be hard. According to a study done by WordStream, the average conversion rate, across industries, for a landing page is 2.35%. This means that on average only 2 in 100 people will complete the action. However, the top 25% accounts convert at 5.31% or higher.

There are also numerous variables which may decide conversion rates. For example, a landing page with a form-fill may have a much lower conversion rate than a click-through page, as the goal is much easier. In another study by TechJury, we learned that companies that create 30 or more landing pages get 7 times more leads. In addition to this putting multiple CTAs can decrease conversions by 266%.

Overwhelmed by these numbers? We have the perfect guide for you to create your high-converting landing page.

Important elements to build a high-converting landing page

Clear and compelling headlines: in today’s fast-paced environment people have a limited attention span. Having a clear, attention-grabbing headline ensures capturing the visitor’s interest and encourages them to further explore the page. Headlines that compel visitors to learn more often evoke an emotional response or create a sense of urgency. They also help them understand the purpose and relevance of the page.
Persuasive and crisp copy: A compelling headline must be followed by persuasive yet crisp content that maintains the reader’s attention. To achieve this, you can use captivating language, storytelling techniques, and persuasive writing principles (ethos, pathos, and logos). Breaking down the content by using subheadings/ bullet points and creating a sense of urgency (limited-time deals) is also helpful. Within this copy, you must educate the visitor about the unique value and benefits that you can provide to them.
Include testimonials and other forms of social proof: Including testimonials can be a powerful form of building trust. It can address concerns that potential customers may have and influence decision-making. This can be particularly impactful when visitors are on the fence or considering multiple options.
Call To Action: once you have provided your visitor with all the information, you want them to convert into a user/ customer. This is where a CTA would come into play. A well-designed CTA serves as a clear instruction that encourages the visitor to take the desired action, such as making a purchase, signing up for a service, or requesting for more information. Providing explicit directions in this case is extremely important. A prominent button or form attracts and directs the visitor’s attention, ensuring that they notice the action that they are expected to take.
Importance of UI and UX design: a landing page with good UI and UX design allows for better user engagement. Having an organized layout with intuitive navigation (menus, buttons, links) allows for better usability. Pairing this with visually appealing elements like images, videos, or graphics captures the reader’s attention and breaks the monotony. Moreover, visuals have the power to convey information more rapidly while also increasing the retention of information. Having consistent branding is also very important as it fosters brand recognition and reinforces credibility.

Creating a landing page? Use Webflow!

We, at Digital Advantage, use Webflow for our design purposes. Webflow is a web design and development platform that allows you to create and launch professional websites and web pages without having the hassle of writing code. It has a visual interface and a range of powerful tools that enable users to design, build, and manage websites.

Webflow has some amazing features like:

Giving users the ability to build professional websites without having to write code
Visual drag-and-drop editor which allows the user to easily build websites
Wide range of customizable templates, components, and styling options
Allows users to create a responsive web page
Automatic generation of clean and robust HTML, CSS, and Javascript code
No separate hosting is needed
Robust content management services (CMS) for creating and managing dynamic content
Features for form handling, SEO optimization, and analytics integration

Webflow vs WordPress

Webflow	WordPress
Visual drag-and-drop editor with a user-friendly interface	A steep learning curve, especially for beginners without coding knowledge
Highly customizable templates and extensive styling options, enable the user to create unique and visually appealing websites	Offers a variety of themes and plugins for customization, however, does not have the highest possible flexibility for designers
No coding is required, but familiarity with web design principles is helpful	Basic knowledge of HTML, CSS, and PHP is required for advanced customization
In-built hosting for websites	Requires separate hosting setup

Conclusion

Landing pages have become a crucial tool for capturing attention and driving conversions in our increasingly digital-focused world. By incorporating elements such as clear and compelling headlines, persuasive copy, testimonials, and a strong call to action, you can create high-converting landing pages that drive desired actions from visitors.

Additionally, the importance of UI/UX design cannot be overlooked, as it enhances user engagement and improves the overall experience. Leveraging tools like Webflow for web design and development can further enhance the effectiveness of landing pages. Contact Digital Advantage, a digital marketing agency near you to learn more. By following these guidelines and utilizing the right tools, you can create compelling landing pages that drive results and meet your conversion goals.

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