Your landing page is probably the first thing that your potential customers will see when they reach your offer or website. However, they won’t stick around for too long if they don’t find the page quick, simple, and trustworthy. And if they don’t stick around, how can you get them to complete a purchase, register for your event, or subscribe to your newsletter?
The Internet is crowded with web pages, best-deal offers, and scam websites, among other content. Getting people to stick around will take extra effort from your side, but it’s worth it when you see the conversion rates rising and revenue growing.
But, that’s all easy to say, and the secret lies in taking action. In this post, we’ll give you a few tips on how to build your landing page so it’ll help you complete your marketing/sales objectives.
Tips for building a landing page that converts
1. Get a faster load speed for your landing page
According to a study conducted by Unbounce, nearly 70% of consumers admitted that page loading speeds affected their purchase decisions. Furthermore, the study found that over half the responders would hit the back button if the page took more than 6 seconds to load.
There’s no doubt that the load speed matters and will affect your conversion results. But, what could you do to minimize the potential loss due to performance?
Get a good host and a good hosting plan
First and foremost, get a great hosting plan that supports your page’s load times. The essential statistics are the load time and uptime of the hosting service. Furthermore, ensure your hosting plan has the performance you need for the number of visitors coming to your landing page. If you see that you’ll need more power, look into upgrading or switching your hosting plan. At Bluehost, we have plenty of hosting plans that meet the needs of websites of all sizes
If you need more information on web hosting, check out our brief guide – What Is Web Hosting?
Reduce file size
Secondly, keep your landing page “light”. It means that you’ll want to avoid having large files that take forever to load on your landing page. Generally speaking, images are one of the main contributors to a slow-loading site. The heavier your images are, the more data they contain and the longer it will take to load those images.
To avoid large images, use the right file format and compress your images before uploading them to your landing page. If you want to learn to properly handle images, check out our guide on how to optimize images.
In addition to that, don’t forget to configure your landing pages to lazy load images. Lazy loading means delaying the loading of images on your page until you get close to the image. For instance, images at the bottom of a page only load just before you get to it, instead of loading with the entire page. That gives the impression of a faster-loading speed.
Keep your code clean
Last but not least, try to keep your code clean and simple to get the best performance out of your landing page. A lot of the time, website owners want to grab the attention of visitors on their landing pages using exciting visuals and interactive elements. Such interactive elements require lots of code to function properly, which adds more stress to the visitor’s browser and increases loading time. Even though interactive elements are great attention grabbers, do consider if they are worth the decrease in performance.
2. Optimize your landing page for mobile
It’s no secret that smartphone usage is growing each year. According to research by Statista, there were roughly 6.26 billion smartphone users in 2021, with this number expected to increase to 6.58 billion in 2022.
It’s a fact that your landing page gets accessed from a smartphone. Now, if your page isn’t fully responsive and optimized for mobile, you could face a significant downturn in conversions going forward. However, using today’s website building tools, it’s easy to make your landing page responsive to a smartphone format.
Make sure to preview your website’s mobile layout to see that it looks good on all devices. If you find that your site doesn’t look great on mobile, there are a ton of tutorials and tips you can find online to improve the mobile-friendliness of your site.
You can achieve this by using HTML5 to build your landing page as it supports most of the devices and browsers popular today. There are tons of guides and step-by-step tutorials out there that you can use. From an HTML5 Periodical Table by Hosting Facts to a full course from Codecademy where you can Learn HTML.
Lastly, when building your landing page, consider that some of your potential customers will access your website from a 3G or even slower network. It’s more beneficial to keep the site as “light” as possible for mobile users accessing it.
3. KISS – Keep it short and simple
Our attention span, when it comes to marketing messages, is rather short. It’s not a surprise considering all the billboards, ads, email promotions, and more we’re getting bombarded with each day. However, this shows a clear direction that your landing page needs to be straight to the point and as simple as possible.
Build your landing page structure with easy navigation in mind and try to avoid long paragraphs of text. Instead of writing a description of your service or a value proposition, use graphics or visual content so it’ll be easier to scan and get the overview. Images are also a great way to draw attention and keep people on your landing page.
Video content is a good way to grab your visitors’ attention. However, it can cripple your statistics if the content isn’t on-point, short, or isn’t even relevant to your offer. Since video content will immediately get your visitor’s attention, it can cause them to ignore everything else entirely. Not to mention, if you don’t configure and optimize your video properly, then your landing page’s speed may suffer as a result. We’ve mentioned the importance of fast-loading landing pages, so do keep this in mind when deciding to add videos to your page.
4. Create trust in your landing page
It’s difficult to convert someone who doesn’t trust you or your website. You could have the best product or service out there but still won’t see the conversion rates you should be seeing. Consider adding elements to your landing page that create trust and show other people being satisfied with their purchase.
The very primary step towards achieving trust is having top-notch grammar and spelling on your landing page. Having wonky spelling reminds us of scam emails about winning a lottery that you didn’t participate in. Bad grammar is the first red flag your visitors will have, and it could lead to a misunderstanding of your marketing message entirely.
Once you’re confident about your messaging’s correctness, you can add multiple other elements that raise confidence about your product or service.
Testimonials from other customers
Put yourself in your potential target audience’s shoes and think about who they would like to see using your product or service. Then ask for feedback from your existing customers and include their testimonials on your landing page. Potential customers seeing people-like-them being satisfied with the product or service will go a long way. However, make sure to get real people’s feedback and not just come up with fictional characters.
Include the contact information of your company so that potential customers could get in touch with additional questions or advice about your offer. Add your company’s email address, phone number, physical address, and other means of getting in touch with you.
Live chat plugin
Nothing is better than getting instant answers to your questions through a live chat possibility. This will take away an extra step that your potential customers would need to go through if they have any questions or want to validate your company.
5. Add a clear CTA
You can have all of the above locked down tight, but when your potential customers don’t immediately understand the next step, they are gone. That’s where the importance of a great Call-To-Action (CTA) comes into play.
Make sure your CTA is visible and describes the action the customer will take when clicking on it. It’s also better to become creative with the copy part of the button and not just write “Submit”. Think of the CTA as your punchline that gives the potential customer a strong reason to click on it. Next to that, make sure your CTA stands out from other elements on the page. One tip is to give the button a color that pops and place it in a prominent position on the page.
Another neat tip is to add urgency to your landing page. You can do so by adding a countdown for your offer, limiting the time that the landing page is up and running. However, make sure the limited offer is valid, or the trust is gone, and you’ll have a hard time regaining it.
Bonus tip: Add analytics and A/B test landing page versions
The easiest way to do this is by adding Google Analytics to your page. This allows you to gather statistics about your landing page’s visitors and creates a baseline for your further decisions.
Also, it’s wise always to run two different landing page versions and compare the results after a certain period. Doing A/B testing will allow you to make data-driven decisions about what works better and what changes to make in future versions you’ll want to test.
Having a fast landing page that’s easy to follow regardless of the device will dramatically boost your conversion rates. Make sure to add elements that create trust and always try to improve based on the data you have gathered.
For getting the best results, follow all the tips described in this article as they complement each other. You can always A/B test different versions to see what works best for you and what you should focus on with your landing page.
What other tips would you recommend for building a landing page that converts?
Great article to be honest! Bookmarked already for future reference