Not “clicking” with visitors? Turn your Landing Page into a conversion machine in three steps!

Posted by Anya Sleezer << back to blog

Last Updated on July 29, 2022

Your landing page is just that — it’s where users “land” after clicking a link on social media, a digital ad, or an email. It’s not your website, microsite, or a blog post, but a specific page focused on one topic with a clear call-to-action. You can think of a landing page a couple different ways:

If your website is your house, the landing page is the place where you entertain guests.
If your website is a book, the landing page is the back cover.
If your website is a frozen dinner, the landing page is the scrumptious freebie they hand out on toothpicks.

You get the idea. What all of these analogies have in common — and your landing page should too — is they don’t give the user the entire story (ain’t nobody got time for that).

So here’s your TLDR: Your landing page should be to the point and give the user a clear call-to-action.

Okay, cool…how?

Creating a high-converting landing page isn’t rocket surgery or brain science. Once your learn the best practices, it can even be kinda fun. Especially when you see what this turbocharged lead generator can actually do for your business.

What is the purpose of a landing page?

Before you build a landing page, you should know what it is (beyond our analogies above) and why it’s important.

Your landing page is a standalone page that 1.) educates visitors about your product/services and 2.) compels them to take the desired action (sign up for newsletters, register for webinars, buy your thing-a-majig).

To get into fancy SEO-speak, your landing page is also the best driver for organic, relevant traffic. It can boost your search rankings, assist in brand development, and optimize your conversion rates.

Sounds cool, right? Now, here’s how you build one.

The anatomy of a high-performing landing page.

Okay, we said this isn’t surgery, but there’s still a bit of an anatomy lesson. Thankfully, this one doesn’t require nine years of education (not even nine minutes, really).

1.) Get creative and be clear with your headline.

If you’re reading this article, it’s because the headline grabbed your attention. If you’re not reading this article…well, then we’re just wasting time. Point being? The headline is the most important element, so you should do it well.

Short and crisp is better, no more than 10 – 15 words. It should relevant to what the article is about. Also, don’t sacrifice clarity for creativity. Creativity is great, but if you get too cute or clever your potential reader may be left scratching their heads, not visiting your page.

2.) Use a relevant picture.

Your headline should be no more than 15 words, but your one picture is worth a thousand words. So pick the right one. The human brain processes images and graphics faster than text, which makes your pic that much more important.

Focus on relevant pictures. For example, if you’re doing a landing page about pet food, don’t include a picture of a family baking a cake in the kitchen. Also, try to pick images that look real, not staged. This is tough and takes up 65% of a graphic designer’s worklife, but it’s important because it works.

3.) Create the landing page.

So you’ve snagged the fish (the reader) and have them on your boat (your landing page). Great! That’s half the battle. Now what?

Well, now you’ve got to communicate your message. Don’t make this harder than it needs to be. Especially if you’re just starting out, clarity beats cute or clever, and shorter is almost always better (words to live by).

Follow these guidelines:

Inform the visitor what your product or service is all about
Get to-the-point and be crystal clear
What’s the benefit? How does your product or service solve a problem or improve a situation? Put simply, why should visitors want to buy it?
Be relevant. How many times have we said “relevant” in this article? A lot, because it’s that important.
Be honest. Obviously, don’t lie about your product or service, but also make sure your landing page ties into your overarching “customer journey.” Sounds fancy. It’s not. Basically it just means that if your brand’s Facebook post says “Buy my product. Click here,” then your landing page should have that product for sale. If your post says one thing and your landing page says another lots of bad things will happen: Users will “bounce” off your page (i.e. leave quickly), your brand’s credibility will be damaged, and the search engine will penalize you. So don’t do it.

A final piece of advice.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

~ Leo Burnett

Leo Burnett came up with Tony The Tiger and the Green Giant, so you better believe he knew his stuff. He also died in 1971, so he never heard of a landing page, or the internet for that matter. However, his advice above is and will always be relevant, whether you’re coming up with a mascot for a kiddie breakfast cereal or a landing page. Simple. Memorable. Inviting. Fun. Done.

So there you have it. Three steps to create a Landing Page that lands with users. You have all you need to get started…

However, much like building a house, writing a book, or preparing a meal, the easy way is the best way — talk to the experts.

Schedule your free consult with us and level up your Landing Page (and your marketing) with Levo!”

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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