{"id":6720,"date":"2018-08-01T08:00:12","date_gmt":"2018-08-01T15:00:12","guid":{"rendered":"https:\/\/www.constant-content.com\/blog\/?p=6720"},"modified":"2022-05-17T15:54:17","modified_gmt":"2022-05-17T22:54:17","slug":"landing-page-content","status":"publish","type":"post","link":"https:\/\/www.constant-content.com\/content-writing-service\/2018\/08\/landing-page-content\/","title":{"rendered":"8 Tips for Creating Landing Pages that Convert (With Examples)"},"content":{"rendered":"

Landing pages can be amazing conversion tools, but their ultimate success depends on great copy and design.<\/p>\n

Even an eye-catching, well-designed landing page isn\u2019t going to get results if your readers don\u2019t easily understand what you want them to do or if it\u2019s not compelling them to take action.<\/p>\n

1. A Killer Headline<\/span><\/h2>\n

When people read a landing page, they\u2019re not studying every word \u2013 they\u2019re usually skimming. But you know what people tend to notice, even when they\u2019re just skimming?<\/p>\n

Headlines<\/a>.<\/p>\n

That\u2019s why you need to invest time in writing big, clear headlines that grab readers\u2019 attention and explains the value they\u2019ll get if they stay engaged.<\/p>\n

The note-taking app Evernote knows a thing or two about this concept. Their home page<\/a> immediately hooks readers with two simple words: \u201cRemember everything<\/em>.\u201d Haven\u2019t we all forgotten some important task or idea that we should have written down?<\/p>\n

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Evernote then uses their subheadline to explain exactly how their app is going to help you: \u201cInspiration strikes anywhere. Evernote lets you capture, nurture, and share your ideas across any device.\u201d<\/em><\/p>\n

2. A Focus on Benefits<\/span><\/h2>\n

Emphasizing features, or even solutions, isn\u2019t enough on a landing page. Customers want to know what value they can expect. Your landing page should explain this in clear, simple terms.<\/p>\n

Dollar Shave Club does a good job of this on their landing page<\/a>. The \u201cHow the Club Works\u201d section of the page starts out strong, with the subheadline: \u201cNo commitment. No fees. No BS.\u201d<\/em><\/p>\n

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It goes on to talk about the benefits of the club, explaining in plain language not just the club\u2019s features, but why they should matter to you.<\/p>\n

A great example: \u201cWhen you don\u2019t overpay for blades, you can use a fresh blade anytime you want. It\u2019s life-changing.\u201d <\/em>They could just tell you that they offer low prices. Instead, they tell you how those low-priced blades are going to revolutionize your whole shaving routine.<\/p>\n

3. A Clear and Compelling Call-To-Action<\/span><\/h2>\n

Remember how I said that people generally skim landing pages, only noticing a few select elements of the page?<\/p>\n

The element that everyone should notice on your landing page is the call-to-action button<\/a>. That makes your button\u2019s copy among the most important on your page.<\/p>\n

Little tweaks in the wording of your button copy can have a huge impact on conversions which makes A\/B testing<\/a> essential to figuring out what\u2019s working and what\u2019s missing the mark.<\/p>\n

4. Customer Testimonials<\/span><\/h2>\n

Running short on writing inspiration? Let your satisfied customers write some of the copy for you. Testimonials can drive conversions better than nearly anything else.<\/p>\n

What makes testimonials so potent is that they give consumers a sneak peek at what their own experience will be like if they end up purchasing your product or service.<\/p>\n

Most successful landing pages include a testimonial or two in their copy and the online learning company Codeacademy<\/a> is no exception. Keep scrolling beyond a brief form where new users can sign up in seconds and you\u2019ll see a variety of \u201cCodeacademy Stories,\u201d where happy users share the career successes they\u2019ve enjoyed since learning to code.<\/p>\n

Testimonials are especially important on saas landing pages.<\/p>\n

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5. \u201cI Want To\u201d Headlines<\/span><\/h2>\n

The ideal headline for a landing page tells a customer exactly what problem you\u2019re offering to solve. When a visitor clicks onto your landing page, they\u2019re probably thinking \u2018I want to\u2026\u2019 and they\u2019re looking for a solution.<\/p>\n

Let your landing page\u2019s headline fill in the rest of that sentence for them, as if you\u2019re speaking directly to their need.<\/p>\n

Sales-software company Close.io<\/a> nails this technique with this landing page, which greets you with the simple headline: \u201cClose more deals.\u201d<\/em><\/p>\n

But landing page copy is only one half of the equation. Visual design is the other half.<\/p>\n

6. Longer Length Pages<\/span><\/h2>\n

In the past, \u201cshort and sweet\u201d was the name of the game for landing pages, with all the relevant content squeezed above the fold.\u00a0But now, there\u2019s a movement toward longer landing pages, and with good reason: longer pages give you more room to add information about your company and your products.<\/p>\n

A better-informed consumer can be more likely to be convinced to take action. When analytics company Crazy Egg decided to overhaul their landing page to increase conversions, their primary goal was to provide customers with more information about how their product worked and how it differed from free tools. Their new page ended up being 20 times longer than the old one, and conversions increased by 30%<\/a>.<\/p>\n

7. Minimalist Design<\/span><\/h2>\n

Longer page length doesn\u2019t mean that you have to cram in as many elements as you can; in fact, it\u2019s the opposite. Minimalist landing pages are effective because they reduce the cognitive load on visitors. In other words, they don\u2019t make visitors think too much.<\/p>\n

A few pillars of minimalist landing page design include:<\/p>\n