Skip to Main Content

Building a Landing Page That Converts

June 11, 2021

How to Make a Good Landing Page (The First Time)

One of the best ways to capture your audience's attention and keep them scrolling is by producing a landing page. When businesses add this to their websites, it immediately leads consumers to a certain product or service they are trying to sell.

A successful landing page generates sales and engages your audience. According to research, the average landing page conversion rate is around 10%. This is why creating and updating your page to feature new items and showcase any specials, coupons, or deals will drive sales. Although this may sound simple, building one takes research, planning, specialized insight, and a little intuition. Here’s how to land a landing page.

What’s a Landing Page Again?

A web page needs to inspire your target audiences to take some form of action. This is referred to as a “call to action”, or CTA. A CTA can be as simple as clicking on a link to learn more about a service or walking into a store to buy a product. Even uploading a social media post encouraging your followers to comment and tag a friend to score a free product is a CTA.

To maximize your visibility and rankings, integrate technical SEO techniques into your landing page and website. SEO gives your website a clear structure and makes it easier for Google to rank your page. Creating your landing page alongside a trusted marketing firm will elevate your brand awareness to advertise events, products, and services throughout your website. At Cork Tree Creative, we craft each page with marketing strategy and verbiage that will keep viewers engaged.

Here are some helpful tips we recommend when making an inspiring landing page.

1) Get cozy with your audience.

How well do you know what’s going on? Do you have any pages or posts that customers respond to more than others? Do a little digging, AKA market research. Search for high-performance pages and critically assess your audience’s actions. Use data tracking platforms like Google Analytics 4 to find important metrics like conversion and bounce rate, average session times, and the number of users visiting your landing page. Make sure to divide metrics by traffic source, so you can also pinpoint what’s really driving your sales.

2) Offer them something they actually want.

After talks with the financial, sales, and marketing departments, pull together a workable plan to reel them in. This can involve exclusive coupons, timed discounts on new product or services, or even just concise, helpful information they really need. If you want to build a newsletter or blog, the landing page can entice visitors by offering exclusive information about a product or service they may not know about yet, or that audiences tend to struggle with. If they’re intrigued by the content, odds are they’ll subscribe.

3) Put some meat on those bones.

Some businesses with one product or service may build a landing page that is the entire website. This appears as unreliable and a potential scam. Try to give your website depth. Make supplemental pages that go into detail about your product or service. Develop a simple blog that can stir awareness or provide helpful information that customers need to know. Landing pages are never supposed to replace the entire website, they’re more of a branding supplement to structured information, marketing, or sales campaigns.

4) Get to the point quickly.

Many people do not take the time to fully read websites, so the moment someone clicks on your website, you must hook them in. You essentially only have a few, crucial seconds (less than five) to get your target audience’s attention and keep it. Make sure your message is clear and concise. When you think you’ve finished crafting the messaging on your landing page, give the draft to a few people to edit and look over. Something you may find easy to understand may be confusing to someone who isn’t familiar with the digital marketing industry. Think of a landing page as a virtual flyer or sign, don’t bog your clients down with blocks of text or wordy descriptions. 

5) Show them your vision.

Images and videos are here to stay, so get used to it. Use visual elements in your landing page, because only text will send them away. Most people prefer visual over text. Make sure your graphic designer shows the landing page all the tender love and care it deserves.

6) Test the plan.

If you’re unsure which words to say, colors to use or images and videos to display, join the club. Narrow it down to two pages and AB test. Promote both equally, track metrics, and discover what your audience truly wants.

Still Need Help? 

Building a cohesive, relevant, and attractive landing page that converts the customers you want takes some well-directed and skilled effort. If you’d like specialized guidance backed by experience, our team at Cork Tree Creative can help. We have an analytical bunch of creatives that can swiftly draft and design a stellar landing page you can bring home to your parents. Just reach out, and we’ll get something started.