How Do You Make A Landing Page That Converts? 2019 Edition
I get this question all the time. Jeremiah, how do you make a landing page that converts website visitors into leads? I’ve put together a guide & list of design structure necessities, types of goals you’re needing to accomplish, and what specific elements should be included or excluded depending on the goals or intent of the landing page. A landing page is also called squeeze page or splash page. If you’ve ever heard those terms thrown around then just know they all mean the same thing.
Landing Page Software vs. Designing From Scratch.
- They’re super easy to create a lead optin page quickly
- They integrate easily with payment portals, email autoresponders & text messaging software.
- They’re easy to edit and make changes on the fly.
- Most of them you can A/B split test different optin & ad copy optins without any additional coding.
- Many additional features and benefits depending on the type of plan
- Affordable monthly fees
- Where will you serve this ad and what action do you want the visitor to take?
- Remember whatever action you want them to take the landing page and the ad has to perceive more than the value of the exchange.
- Capture lead info for future contact. (download an ebook, get some free training, etc.) Must have more value than the exchange for contact info.
- Get An Offer ( coupons, special deal, free consultation, etc.)
- Buy A Product. (buy one get one free, free shipping, special deal, deal expires)
Supporting Goals For The Landing Page To Perform Well Are As Follows. (For Google & Bing Website Traffic Campaigns)
- Goal #1-> Get on top of Google for “targeted keywords” and rank above the other paid traffic competition.
- Goal #2-> Establish Relevance to keywords for Google Bots and human visitors.
- Goal #3-> Use video’s to establish personality, trust, information, call to action and to increase time on the landing page and decrease bounce back (increases quality score and improves the chance to rank #1 on Google Ads.
- Goal #4 -> Hit human visitor’s pain points immediately and offer a solution (aka. consultation with an expert)
- Goal #5 -> Make it as simple and easy as possible for a human visitor to make contact with you.
What Should Be On The Landing Page?
The 3 Top Page Structure that converts leads are:
- Logo on left. The phone number on right. (mobile it’s centered)
- Address Pain Point & Tripwire offer on the left with a strong headline & Web form contact on the right.
- Informational Video with a call to action on also on the top fold.
- High Targeted Relevance – (addresses the visitor has clicked on something relevant to their need and can access information quickly.
- Testimonials 2-3 (establishing trust) Builds trust and shows proof of results immediately after relevance.
- More information about the company/professional (skills, qualifications, locality, more relevance)
- Another call to action if the previous call to action is not visible.
- The in-depth description of the service – written content can include Service information, information about the offer and also add additional features benefits and more credibility about the service, company, results that the visitor might get if they choose to convert.
- 2nd or 3rd call to action.