Landing pages that convert well are a key component of your businesses marketing and sales funnel.

They are often your first impression with potential customers and your best chance to capture leads. They are essential for maximising the value of web traffic by converting visitors into leads. Without landing pages, visitors browse your website and les leave without taking further action, and never to be seen again!

Brands that use landing pages as part of their conversion strategy receive 7x more leads compared to those who don’t use landing pages properly.

Depending on your company’s size and website, you may need 30-40 landing pages. However, the main takeaway is that landing pages that convert well, drive leads and ultimately revenue.

What is a landing page? What makes them different from other pages of your website?

Landing pages are designed to convert web visitors into potential leads. You can offer your users valuable content or discounts in return for your contact information. They are a way to get people to take action. They are often linked to a campaigns that piques interest in your brand.

Your landing pages should be able to convince your target audience to convert. It is crucial that landing pages are strategically designed. You should have a compelling message that encourages visitors to take action.

This post will cover 7 principles for high-converting landing pages. These can be used as a guideline when creating new landing pages or as a checklist to ensure your existing landing pages are on the right track.

Let’s get started.

Here are some quick tips:

  • The headlines are the most important indicator of whether a visitor will stay on your site long enough to see your offer.
  • Landing pages that convert well focus on brand and value first.
  • Landing pages must be simple and visually appealing, with the most important messages clearly displayed.
  • Social proof can be used on landing pages to include testimonials or reviews.
  • Landing page performance is dominated by lead magnets and other conversion tools.

6 principles for high-converting landing pages

Make a great headline

Did you know that your value proposition should be the first thing you think about when writing your headline. What is your offer to web visitors that will encourage them to stay? It should be prominently displayed in your headline to make sure people don’t miss it.

These are some easy, proven ways to create headlines that grab attention.

  • Use numbers – Headlines that include numbers are most popular and clicked the most. They also convert at a higher rate. Highrise, a CRM software firm, discovered that landing pages convert at a 30% faster if the headline includes a number.
  • Use Negative Language – Although it sounds counterintuitive, this is actually very effective. Use words such as “never” and “no more” to draw your customers’ attention to the problem or need you are trying to solve. Your headline should make your customer want to read more.
  • Avoid being wordy – Studies show that headlines with fewer words perform better (usually between 5 and 10 words). Google displays only 60 characters of your headline. That’s about 10 words.

Not only are killer headlines important for keeping people interested in the beginning of your campaign, but they also help to keep them there. Research shows that 90% of people who read your headline also read your call-to-action (CTA), which is the message that informs them exactly what next step they should take.

Your brand is irrelevant – focus on your value and not your brand

You can’t rely on your brand name alone to achieve results unless you’re Amazon, Disney or Coca-Cola. Landing pages are not meant to inform prospects about your company, but to direct them to offers and programs.

Landing pages that convert well focus on value and not on brand. Your headline and copy should reflect your value proposition.

Make sure your landing page messages have the same value proposition as the ones in your headlines, ads, and CTA buttons that led them to your landing pages. People don’t like to be misled or feel they are wasting their time on a page they don’t expect.

Make sure you are specific! Be specific!

Remember that people are first and foremost concerned about their needs. This is almost always the reason we use the internet to find things. While we all love our brands, the best way for others to love them is to clearly show how they can improve their lives or make their lives easier.

Keep it simple and clean

It is impossible to include it all on one landing page. This will negatively impact the performance of your page. Research shows that multiple offers on a landing page can reduce conversions by more than 200% .

Brand with more landing pages convert more than brands with fewer landing pages. This is likely the main reason why!

It’s not about adding more content to one landing page. The correct strategy is creating multiple landing pages that focus on one campaign, program or offer.

Design is also subject to the keep-it-simple principle. Visuals are essential (more later). The same goes for compelling copy. Too much of either can make your page look cluttered and make it difficult for visitors to find the most important message.

Low-converting landing pages are more effective than those that convert well. Your goal is to make it as easy for your visitors as possible to move on to the next step.

Prioritise the most important information you want to convey to potential customers. You want a page that is attractive but not too busy. This will help you to highlight important information rather than hide it behind many visuals and design elements.

Social proof is a great way to prove your worth

Social proof is the best strategy to convince consumers to take action. Social proof is the phenomenon where people mimic the actions of others. They want to follow the example of others.

This is not a new phenomenon, right? A staggering 92% share their trust in both peer and stranger recommendations. The average consumer reviews 10 reviews before purchasing.

Social proof is a key element of building consumer confidence. You should use it on your landing pages to highlight the value of your offer, and show how others have already benefited from your brand.

One way to include social proof on your landing page is to include a testimonial or a few — but don’t make your copy too cluttered. Linking to your customer review page or social media feed can help visitors see other opinions about your products.

Test your landing page’s performance

Don’t assume your results are optimised. It doesn’t matter what best practices you use, it’s not a good idea for your current results to be accepted. You should instead test your landing page and measure its performance. You can make small improvements and tweaks to improve performance.

This is best done using Google Analytics or any other performance information platform (but Google is our favourite — it’s free, user-friendly, and reliable) to find insights from data about site speed and visitor demographics, site time, click through rates, and more.

This is the Google Analytics landing page report. It provides crucial information such as the number of sessions, new users and average session length.

Landing Pages - Google Analytics

To ensure that your website is always optimised, you should incorporate performance analysis into your content strategy. It’s also possible to make informed decisions about which areas you can A/B-test to optimize every aspect of your website. CTA copy, CTA positioning headlines and form fields are some of the most commonly tested web components.

Make use of a conversion tool that works

Last but not least, any landing page with high conversion needs a conversion tool that captures contact information.

Your value proposition can be powerful if your message is compelling and visitors are interested in it. This will help you capture leads. This is how many landing pages go. They promise high-quality content and offer email updates.

You can also increase the ante by using lead magnets.

Anyone who clicks on a landing page’s CTA will be able to fill out a form or subscribe to emails by using lead magnets. Lead magnets are more valuable than standard content. Lead magnets are designed to address a problem or challenge that your visitors may be experiencing.

The most common types of lead magnets are PDF checklists and how to guides, whitepapers, ebooks, webinars, and video webinars. These magnets are highly effective and increase opt-in rates up to 85%.