How To Optimize Your Landing Page for Conversions

landing page tips

Lost in the chaos of the digital marketing environment is one aspect of your business’ online presence that might be stalling your ability to produce conversions: the quality of your landing page.

You can have a high-quality SEO and multi-channel marketing approach that are handcuffed by landing pages that are just plain bad.

Remember, to build your conversion rate, you have to engage with the customer at every point; marketing and outreach are deemed ineffective by landing pages that don’t get the job done.

Follow these guidelines and start seeing the positive effect of your newly optimized landing pages immediately.

The Priorities

In order for landing pages to be effective, you have to understand what you should highlight.

The Call-To-Action (CTA)

The CTA is the most important feature of the landing page; with a single click, the user has chosen to start the conversion process on your site. Here are some features of successful CTAs:

  • Make it Bright: You want the CTA to be the focal point of a landing page, so it has to attract the eye immediately. Using a box of contrasting color to the rest of the page is a common tactic, as is making the CTA larger in size to be more noticeable.
  • Use the Appropriate Verb: Certain words in CTAs can change their appeal to prospective customers, as noted by Wishpond. For example, if your primary goal is to sell, the CTA link should advertise a product trial or something of similar value.

The Appeal

This brings us to the demonstration of value to the viewer. If the CTA is prominent, the next thing that matters is the way you convince the consumer to click. Your landing page should have some description of your business or product, and how it would be useful to the person visiting your site for the first time, prompting them to start the conversion process.

In sales, this includes an offer for a discount when the consumer signs up right now, making the appeal both prominent and time-sensitive.

The Layout and Content

Once you have a page has a clear CTA and demonstrates the value of your product, you can finalize the layout.

A balance between sufficient content and minimal visual crowding is difficult to reach. Successful landing page layouts have features that express the usefulness of the product or service using testimonials or social features, while not distracting from the CTA or the offer.

The best way to optimize a landing page to positively impact your company’s digital marketing strategy is to look at it as a prospective customer would: Is the company logo featured on the page?

Is the CTA instantly recognizable? Is the appeal clear, concise and representative of your intended conversion method?

Don’t hurt your ROI from content marketing and SEO by not allowing your landing page to close the deal.

Do you have experience writing or designing a landing page? Share your tips in the comments section below.

Laura Dohan

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Laura is the Marketing and Community Manager at Crowd Content. She manages over 2000 content writers, content marketing, advertising, and community at Crowd Content. You'll see her popping in on the Crowd Content blog and on twitter, @laurdoh.

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Rob Toccs
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Rob Toccs

Great job putting the CTA first in the list. That’s by far the most important. Everything in a post, from the title to the comments, should drive the CTA.

auntieemily
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auntieemily

I agree with you on that. The call to action is something that needs to be remembered as one is working on a landing page, for sure.

Rob Toccs
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Rob Toccs

Anytime a client requests a landing page, my first question is “what’s the CTA?”

Earl Dotson
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Earl Dotson

What type of response do you usually get to that question?

Rob Toccs
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Rob Toccs

Most clients either want to insert the CTA themselves, often incorporating it with a graphic, or have a specific action they’d like readers called to. They’re more than willing to answer the question, either way.

Georgia Potts
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Georgia Potts

That’s a great question for a client! I may start doing that as well. That’s such an important part of the page.

Linnea S.
Guest
Linnea S.

Right, it’s a really special skill to be able to frame an effective CTA on your landing page, using not too many words. The CTA has to pack a lot of punch and be enticing.

Earl Dotson
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Earl Dotson

It sounds like the CTA has a lot in common with articles: You have to say as much as you can in as few words as possible.

Rob Toccs
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Rob Toccs

There is a place for verbosity (usually in a Dicken’s novel), but terseness is often preferable in writing. As for writing CTAs and articles, almost all articles used in content marketing are meant to have a CTA, and everything in the article should move towards that. Any words that don’t advance the CTA should be deleted.

Christine Birch
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Christine Birch

How do you tie everything to the CTA? The title and content seem simple enough, but comments? Images? All those little details?

Rob Toccs
Guest
Rob Toccs

The specifics vary a lot with the CTA. Generally speaking, the words (those little details) either: (1) provide valuable information that the reader can use, (2) keep the reader’s attention to the end, where the CTA is, or (3) build trust with the reader.

As for images, I’m a writer. Images at least help by getting a reader to read an article, so they can get to the CTA. Comments help make a post look popular, can let readers ask questions about the CTA and can serve as testimonials. Since they’re left by readers, though, they have risks.

Christine Birch
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Christine Birch

Interesting thoughts! I hadn’t considered how much those small details contribute to pointing the reader to the CTA. Even something as simple as keeping the reader’s attention until the end is a valuable piece!

Rob Toccs
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Rob Toccs

If you can’t keep their attention — which isn’t easy to do — readers will quickly go to another site and never see the CTA.

auntieemily
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auntieemily

I like how this gives such good step-by-step instructions, how it explains clearly what we should be doing.

Earl Dotson
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Earl Dotson

That’s the way how-to articles should be.

melissann
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melissann

The instructions are clear, which is good. I usually can’t stand writing the calls to action, because they always feel so canned.

Linnea S.
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Linnea S.

You make a good point about creating a sense of urgency by featuring a deal that will expire soon, for example. The landing page has to have the right balance of information and CTA.

Earl Dotson
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Earl Dotson

Without a sense of urgency, how much would really ever get done?

melissann
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melissann

While I have written a ton of landing pages over time, this post has brought new light to the structure of effective landing pages. In such a competitive market, trying to stand out seems almost impossible.

auntieemily
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auntieemily

Agreed. It is hard to prove yourself as being someone who brings something unique to the picture.

Linnea S.
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Linnea S.

To tell what layout and verbiage is most effective for their landing page, some companies use testing companies like WhatUsersDo or UserTesting to get feedback before going live with a new design.

Rob Toccs
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Rob Toccs

A lot also do their own A/B split tests.

Linnea S.
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Linnea S.

Right, they have to be scientific about it and measure the effect of landing page changes carefully.

Tara Woodbury
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Tara Woodbury

Great read. Will be looking at our landing page again.

Earl Dotson
Guest
Earl Dotson

Did you see your landing page in a different light after reading this?

Christine Birch
Guest
Christine Birch

Great post on the ins and outs of designing a landing page. I learned more about what to look for and what to include.

Earl Dotson
Guest
Earl Dotson

Perhaps the best thing about Crowd Content is how much you learn here.

Linnea S.
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Linnea S.

Yes, it was interesting to read about the right balance: enough quality text to attract the search engines, without overwhelming the visitor with too much dense information on your landing page.

Christine Birch
Guest
Christine Birch

I also liked the link to the post about Bad Landing Pages. I’m a visual/example person, so learning what to avoid was helpful too!

Rob Toccs
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Rob Toccs

It was helpful to see those — especially because I’ve made some of those mistakes!

Christine Birch
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Christine Birch

Exactly! They’re easy to make unless you know what to watch out for.

Rob Toccs
Guest
Rob Toccs

Even if you know what to watch out for, it’s easy to miss these things when you’re cranking out material all day!

Linnea S.
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Linnea S.

Those examples of bad landing pages are very helpful. Companies need to be sure that their landing pages are really compelling. Sometimes getting a professional to redesign the landing page and re-write the content can be a good investment.

Rob Toccs
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Rob Toccs

That can often be a great investment, since increases in landing page conversions often lead to increases in sales.

Rob Toccs
Guest
Rob Toccs

Since a landing page is trageted towards people who are almost ready to take action, you don’t need a lot of details. Good point.

Georgia Potts
Guest
Georgia Potts

A lot of clients want you to stress the timeliness of buying whatever it is. The CTA is usually created in a way that emphasizes why you should engage with them RIGHT NOW instead of waiting and thinking about it. I think the best CTAs do a good job of that.

Linnea S.
Guest
Linnea S.

Creating a sense of urgency is important for getting a sale. “Act before the price goes up” or other incentives like “Free extra item if you order before the end of this month” can be very effective.

Rob Toccs
Guest
Rob Toccs

You’re right, a good CTA always calls a reader to take an action. Often, it’s to make a purchase. Even when it’s not, there’s still an action the reader can take.

Georgia Potts
Guest
Georgia Potts

It’s the best way to get responses, I think, but I always like doing softer CTAs, personally. I like being persuasive enough in the writing that the CTA doesn’t have to hit the reader over the head with the deal.

Bethany A.
Guest
Bethany A.

I don’t have experience with this, but it makes sense that it should be something bright and attractive. Great information.

Earl Dotson
Guest
Earl Dotson

There may be exceptions, but the rule seems to be that bright and attractive is always a winner for a landing page. Wouldn’t you rather see a landing page that boasts those qualities instead of one that’s unappealing?

Bethany A.
Guest
Bethany A.

Yes. The landing page should definitely be something that draws you in and looks attractive.

Quinn Evans
Guest
Quinn Evans

It would be best if I could do a CTA that encouraged people to get in touch. But then, you also have to have a service people want. That is the real trick. If you get the right demographic and audience, then they should want to interact with your site.

melissann
Guest
melissann

This totally explains the call to action in a much better way to me. I am learning a lot from this community and I hope to see more articles on this topic. Time to revamp the landing pages.

Tay H
Guest
Tay H

An easy sign up process and link can really make a difference as well. If you are asking a long list of questions or details that are to personal chances are the customer is going to close the page and put signing up even for a discount in the to hard basket.

Earl Dotson
Guest
Earl Dotson

That’s a good point. If a site is asking questions I don’t feel I should have to answer, it raises a red flag for me.

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