When creating a high converting landing page, unfortunately, there is “no one size fits all” template that will guarantee conversions. Each landing page is unique to each business and can serve a number of different purposes. Another important variable to consider is that the leads that are sent to each landing page can come from a variety of different mediums from different points in the conversion funnel. So how do you create a high converting landing page?

what is a landing page

Here are 9 essential elements that your landing pages should contain in order to convert:

1. Headline

Your headline should continue to guide the lead from the ad copy to the top of your landing page’s conversion funnel. Your headline should grab the reader’s attention and should summarize your product or service in 10 to 15 words maximum. Your headline should let the reader know what problem your product or service solves or how it will enhance their life or business.

2. Subheadline

Now that you have the reader’s attention, you will need to include some convincing copy that will persuade the reader to continue reading the rest of the landing page’s copy. To do this you basically take the concept of your headline and offer just enough to keep them interested and have them want to read more.

3. Media

Pictures and videos will only help the reader to get a visual of your product or service. Any type of media that you have on your landing page needs to be large enough to be easily seen and highlight the benefits of your product or service. Use only high quality images and/or video that grab the reader’s attention and demonstrate the relevance of your product or service to the reader.

4. Engaging Copy

A short pitch going into more depth about your product or service that integrates with your headline and subheadline. This copy should highlight the benefits and offer an explanation as to how it either solves the reader’s problem or enhances their personal life and/or business. Overall, this copy should highlight the product or service’s value.

5. Bullet Point Value Propositions

Now that the reader has a better understanding of the benefits of your product or service, you want to bullet point the exact value propositions that it offers the reader. Use 5 to 7 bullet points highlighting the most relevant value proposition points that most benefits your reader. This needs to be inline with your ad copy, ad medium and either solve the reader’s problem or explain how it will enhance the reader’s personal life and/or business.

6. Evidence for how your product or service solves the potential customer’s problem

Testimonials are an excellent source of supporting evidence that further validates the value propositions and creates trust with the reader. Endorsements are a very important element when trying to sell anyone anything. Your testimonials can’t be from just anyone though. For example, if your landing page is about a business mobile app that helps to keep business people better organized, testimonials or endorsements from influencers in the business space are much more effective than just unrecognizable names. Once you acquire your testimonials and endorsements you will want to either include the influencer’s logo or you can use a quote that supports your value propositions.

conversion funnel

7. Conversion Funnel

Your entire landing page needs to be organized in conversion funnel form:

8. Call to Action

Now that the reader is convinced that your product or service will either solve their problem or enhance their life and/or business, you need to convert them. The call to action is one of the most important elements to the landing page. Without it, your landing page is just a static informational page about your product or service. What do you want the reader to do now that you:

  • Have their attention

  • Convinced them that your product or service is what they need

  • Shown them your specific product or service’s value propositions

  • Backed up your claims with evidence in the form of testimonials and endorsements

The call to action instructs the reader to complete which ever type of conversion form that you have on your landing page that turns the reader into a lead or a customer.

9. Conversion Form

The conversion form needs to either collect contact information or prompt the reader to make a purchase right then and there. Without a working conversion form, you will lose the lead or sale. Depending on what you are offering the reader/potential customer you will need to ensure that you collect all of the right information and/or prompt them to purchase the correct product or service.

With these nine steps, you’ll be on the way to creating highly converting landing pages.

data driven web design