5 Tips for Building a Landing Page That Converts in 2020

Your landing page is probably the first thing that your potential customers will see when they reach your offer or website. However, they don’t stick around for too long if they don’t find the page quick, simple, and trustworthy.

The Internet is crowded with webpages, 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. We’ll give you a few tips on how to build your landing page so it’ll hold up during these days.

Tips for Building a Landing Page that Converts in 2020

1. Get 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?

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, make sure your hosting plan has the performance you need for the number of visitors you have coming to your landing page. If you see that you’ll need more power, look into upgrading or switching your hosting plan.

Check out our brief guide on web hosting – What Is Web Hosting?

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. Another option is to have these larger files load in the lower parts of your landing page to keep the main view loading as fast as possible. 

Thirdly, your webpage needs to be available for the majority of devices, especially since so many people use their smartphones to browse the web these days. So, 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’s 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.

2. 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 the best 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.

3. Optimize Your Landing Page for Mobile

It’s no secret that smartphone usage is growing each year. According to research by Statista, there will be 3.5 billion smartphone users this year, with this number increasing to 3.8 billion next year. This is a huge indication of where the information consumption is heading.

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 of conversions going forward. However, using today’s website tools, it’s easy to make your landing page’s information responsive to a smartphone format.

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.

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 state lottery of some 3rd world country 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.

Contact Information

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 describing 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 writing “Submit”. Think of the CTA as your punchline that gives the potential customer a strong reason to click on it.

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 implementing changes 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 statistics you have measured.

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?

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Gert Svaiko
Gert Svaiko | Contributor

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