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How to Build a Good Landing Page

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Knowing how to make a good landing page is essential to building any business—and to be a good marketer.

When you design a landing page that offers a better user experience, you’ll see marked improvements in key metrics, including your Ad Rank (Quality Score & CPC), bounce rate, pay-per-click (PPC campaigns), and conversion rate. As these factors improve, your costs will fall, and you will receive a better ROI and grow your company.

In this guide, we’ll show you how to make a good landing page, covering each vital step to make it easy for you to deliver an experience people won’t forget.

What are the most critical aspects when designing a landing page?

When you’re learning how to make a good landing page, you should focus on the following:

  1. What’s your value proposition?
  2. Show your product/service in action
  3. Get to the point
  4. Mobile-first design is key
  5. KISS
  6. Make your CTA clear
  7. Remove distractions
  8. Provide transparent policies
  9. Leverage social proof & show social feed
  10. Minimize loading times
  11. Optimize for voice search
  12. Is your landing page and ad copy consistent?
  13. Test and update

Let’s look at each one in more detail.

1) What’s your value proposition?

Your value proposition, which is how you differentiate your offer from your competition, is the most important foundation of any landing page that you’re building.

Your ad may address a problem that your target audience needs to solve. With a strong value prop, you can show potential customers that your product or service is the best solution available.

For example, if you are a pizza delivery company, and you make the best pizza in town and deliver the quicker, then you should emphasize your delivery time and your quality on the landing page.

2) Show your product or service in action

Humans are visual creatures. If they see products or services in action, their appreciation and desire to have it will increase. You can experiment with these ideas to improve engagement on your landing page:

  • Still photos
  • Animated explainer video
  • User tutorial video
  • Carousel shots that highlight specific features
  • Infographic

Also, it gives you a chance to explain the product or service in more detail, answering any common queries, and dispelling doubts before they arise. For example: if your landing page is having steps to complete by the user, escort them in a way that keeps the interest active for the user. Like:

  • Step 1: Fill the form
  • Step 2: Get the offer
  • Step 3: Get Paid

3) Get to the point

Nowadays, there is zero room for bullsh*t, especially in paid advertising. Your ads and landing pages must get to the point. Fast!

Use your landing page only for vital information that prospects need to know, like:

  • Benefits of your product or service
  • Pricing and purchasing options
  • Business contact details including physical location and phone number
  • Social media channels and email address

Focus on the essential information to maintain interest and build credibility with your landing pages.

4) Mobile-first design is key

We live in an age of mobile. Your landing pages must offer smooth and straightforward navigation for mobile devices, right to the point of sign-up.

Make your landing pages mobile-responsive, so users can quickly scan through the page, and complete any action that’s required. Here’s some tips:

  • Compact images (in size) – This will speed up your loading times and make pages easier to view.
  • Reduce typing demands – Keep things simple for users.
  • Avoid auto-downloads – This annoys users by taking up space in their device.
  • Avoid auto-play videos – No one likes intrusive audios and videos, especially if you’re in public
  • Minimize animations – Use color effects and GIFs sparingly to speed up loading times. Provide animation if it is really required to show some demo otherwise don’t use it.

5) KISS

Learning how to make a good landing page may seem scary, but here’s the best tip of them all: KISS. “Keep It Stupid Simple”. Here’s how:

  • Simple, clear, and direct copy for higher readability
  • Fewer colors, and minimalist design with plenty of white space to enhance the information rather than hiding it.
  • A clear call-to-action (CTA) that tells users what you want.

Keeping it simple will lead to better results in terms of engagement, clicks, and conversions.

6) Make your CTA clear

No landing page is complete without a strong CTA.

Whatever your product or service is, and however you make your offer, you need CTAs at decision points on the page to drive action. Consider these strategies for better CTAs:

Less is more

It’s a good idea to avoid having too many CTAs. It may be best to use just one at the very bottom of the page. With that said, having another CTA above-the-fold is a popular choice.

If you decide on that, make sure you also include vital information above-the-fold, so users have those details to guide their decision.

Make it count

Have you ever seen an action button with the word “submit” on it?

This is a common choice, but not a great one because it lacks strength and inspiration. Instead, you want to incite action. Create a stronger CTA that gets people to react. For example, “Don’t miss out on your FREE download” is better than “download now.”

7) Remove Distractions

Here’s something you should keep in mind when you want to know how to make a good landing page: focus on a single conversion goal. Just one.

Anything else that distracts from your goal is surplus. Get rid of all distractions, external links, and unnecessary CTAs, images, or information that dilutes your message or invites users away from your landing page.

Ideally, you want to streamline the journey on your landing page to funnel leads to your final CTA.

8) Provide transparent policies

With recent scandals in the news, consumer privacy matters are at an all-time high. The data breach scandals of Facebook, Yahoo, and Quora caused panic, and the General Data Protection (GDPR) regulations have taken effect across the globe.

Now, you must be transparent with the processes and practices you use for collecting, storing, and sharing consumer data. If people can’t trust your brand, you’ll never make a sale.

Follow these tips to nurture trust with people:

  • Use cookies toolbar to notify people that you track on-site behavioral data.
  • Use terms and conditions page to outline what your business is responsible for, and what it’s not.
  • Share your privacy policy, so people understand how you use consumer data.
  • Publish an FAQ page that answers common questions people may have about your brand, and your products and services.

9) Leverage social proof & show social feed

Imagine your company provides analytics services to major corporations. Once you have one or two big clients in your portfolio, you can leverage those relationships to convince others to convert. By getting positive reviews, you’ll have strong social proof from happy customers — that pay well. That can be enough to sway other top-tier clients.

To maximize this strategy, try to get testimonials. Especially video testimonials. Video content is much more engaging, and it will be a high-impact addition to your landing page.

Show your social feeds and tweets on your landing page to show your presence on social media. Once visitors purchase or convert, make it easy for them to brag about their purchase and share their experiences by adding links to all types of social media. It will increase your credibility and presence on social platforms, and it will drive engagement.

You can harness data insights with a live chatbot feature, or utilize pop-up discounts that cater to each visitor’s interests.

10) Minimize loading times

Speed is crucial in the customer journey. Nobody wants to wait around for a slow website to load, especially on mobile. Here are some tips to slash your loading times:

  • Use Accelerated Mobile Pages (AMP), as this is an important ranking factor of Google’s Mobile and Desktop Indexes.
  • Use compact-sized images/files and enable compressions
  • Minify your HTML, CSS, and JavaScript files.
  • Opt for client-side scripting rather than server-side.
  • Use CDNs (content delivery networks)
  • Reduce redirects

11) Optimize for voice search

In 2019, voice search enjoyed significant growth, primarily driven by the improvements in voice-enabled technology. Alexa, Siri, Cortana, and Google Assistant are battling it out to be king in voice-enabled devices, and with it, they are changing search engine optimization.

How?

Well, people who use voice search tend to do things a little differently than those who do a regular text-based search. So, when you’re thinking of how to make a good landing page in 2020 and beyond, you should think about the following:

Focus on intent

When people use voice search (or any search), they usually have a particular need:

  • The address or opening hours of a store.
  • Price of a specific product.
  • Whether a business offers a specific type of service etc.

Keep user intent in mind to create content that answers specific questions—providing answers to things people want to know.

Google may be a smart search engine, but it needs all the help it can get. The better you optimize your content, the easier it will be for Google to analyze it and promote it.

Use schema markup

Schema markup makes it easier for search engines to comprehend the content of a webpage. Using the right schema markup will help you get noticed by voice searchers.

Use long-tail keywords

Voice search queries are typically conversational in style, often framed as questions or full, grammatically correct sentences.

You can incorporate these long-tail, conversational keyword phrases into your landing page content to attract targeted traffic. As a bonus, this defined traffic is often cheaper.

12) Is your landing page and ad copy consistent?

Here’s a common mistake in advertising:

You promise one thing in your ad, but when people click it, your landing page fails to deliver that promise. For example, you advertise a 15% discount on a pair of pants, but when users land on your online shop, they only see a 10% discount.

This inconsistency will drive away prospective users, and your business will lose out on possible leads and conversions. You must create relevant landing pages that align with your ads and with your users’ intents.

13) Test and update

Like everything else in marketing, your landing pages are not a set-and-forget task. Once you publish your landing pages, you must keep an eye on the analytics to gauge their performance.

Try A/B testing several ideas to determine the most effective version of your landing page. For example, you could test out two versions with different:

  • Content – Headlines, images, colors
  • Value Proposition Positioning
  • CTAs & CTA positions

Run variants for a while, gather the data, and then analyze it to identify which version generates more clicks, leads, and conversions.

This process of testing and monitoring should be ongoing, helping you continually update and improve your landing pages, eliminating flaws, and optimizing strong points to create the best possible user experience.

Remember only to change and test one aspect at a time. This makes it easier to determine the impact of the change. For example, test images one week, then pick the best image. Next week, test headlines, then select the best headline.

So, now you know how to make a good landing page. By analyzing these areas and putting in the time and effort to optimize each one, you’re sure to see dramatic improvements.

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