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Effective Landing Page Design: Proven Techniques to Boost Conversions

JANICE HURLBURT

Why You Need a Landing Page and How to Make It Great

Landing pages are important for helping you achieve a specific goal. This goal could be to capture leads, showcase your company in a special way, introduce your product or service, get visitors to click through to another page, or even get them to make a purchase. Given how important it is to meet these goals, optimizing your landing pages for usability and conversions is key.

Here are some key features, elements, and value-based items that make a great landing page that converts:

1. Clear Call To Action (CTA)

Your primary CTA should be prominent and placed above the fold. Use action-oriented and benefit-driven language to encourage users to take the desired action. Examples of effective CTAs include:

  • “Post Your Job”
  • “Get Started Now”
  • “Claim Your Free Guide”

When Dr. Darlene, the Country Cowgirl, decided she needed a podcast landing page to direct traffic to her podcast show “I’m Just a Country Song: Three Chords and Only My Truth,” she cleverly promoted her upcoming book with a 16-week podcast series. Each episode was a delightful blend of book snippets and songs performed by the talented Nashville recording artist Blu Waters.

The landing page featured clear Call-to-Action buttons with links to the podcast on Apple, Spotify, and YouTube, making it a breeze for visitors to tune in and enjoy her unique storytelling. Listening to Dr. D. and Blu Waters each week was a treat and different from any other podcast I’ve followed. It will have you eagerly anticipating her choice of country song and the story behind the truth.

2. Benefit-Driven Headlines

Your headlines should clearly communicate the value of your offer and what visitors will gain. Instead of generic headlines like “Sign Up Here,” use specific and enticing language such as:

  • “Get More Done with Freelancers”
  • “Unlock Exclusive Tips!”
  • “Discover Proven Strategies to Grow Your Audience”

3. Simple Navigation

Keep navigation simple and straightforward. Limit your menu to no more than five navigation tabs. Too many choices can distract visitors from the main goal. Don’t use generic menu tabs such as products; instead, use the product’s name. Highlight the most important menu items and ensure they are easy to find.

Sam House, the mastermind behind Soulutions Leadership and a Master Certified Coach with 22 years of experience, wanted a simple yet impactful single-page website to showcase his expertise. We crafted his homepage with 13 thoughtfully designed sections but kept the navigation clean with just four menu tabs (My Work, My Approach, About Sam House, and Working with Sam). Each section included a “Chat with Sam” Call-to-Action button, ensuring visitors could easily connect with him for personalized coaching.

4. Social Proof

Including testimonials, media mentions, or case studies can build trust and credibility. Social proof reassures visitors that others have had positive experiences with your product or service. This can be as simple as the number of followers, books sold or as Josh Spector does in his “For the Interested” newsletter, “Join the 35,000 businesses who already learn from it.”

To optimize the impact, avoid having a single page devoted to testimonials. Instead, incorporate testimonials throughout every aspect of your website, such as your homepage and relevant landing pages, to consistently bolster credibility and trust.

5. Visual Appeal

High-quality images or videos can engage visitors and convey your message more effectively. Visual storytelling, such as a video clip showcasing a happy client celebrating an anniversary, can significantly boost conversion rates.

Avoid using generic stock images, as they can make your site look impersonal and unoriginal. Instead, opt for custom photography or real images of your clients, team, and products to create a more authentic and relatable experience for visitors.

Image the power of a good design Landing Page

6. Less is More

Minimize the number of form fields in your opt-in form. Ask for only essential information, like name and email. Fewer fields will lead to higher conversion rates.

7. Unique Value Proposition (UVP)

Clearly highlight what makes your offer special and why visitors should choose you. Your UVP should be prominently displayed and easily understood.

When Jen Hoeft shared her diverse talents with me, we faced the exciting challenge of showcasing her impressive certifications and degrees. We found a creative solution on her website, Human Design with Jen. See below the certifications section to see how we’ve highlighted Jen’s multitude of amazing expertise. It’s a comprehensive and visually engaging display of her extensive expertise.

8. Storytelling

Use storytelling to keep visitors interested and engaged. A compelling narrative can make your landing page more memorable and persuasive.

Storytelling isn’t just about any story; it’s about sharing something that could resonate with your audience and make your message memorable.

SAILBOAT LACHESA

For an example of how personal stories can enhance engagement, check out my own experience with “Why I Use Nautical Terms On My Website” where I share how my love for sailing influences the language and style of my business communications. You can read more about it here: Why I Use Nautical Terms On My Website.


9. Examples of Benefit-Driven Headlines

Here are 3 examples of benefit-driven headlines for different categories:

Service:
• Transform Your Business with Our Expert Consulting Services
• Get Personalized Coaching to Achieve Your Goals
• Enhance Your Online Presence with Our SEO Services

Product:
• Revolutionize Your Home with Our Innovative Smart Devices
• Achieve Radiant Skin with Our All-Natural Skincare Line
• Boost Your Productivity with Our Ergonomic Office Furniture

Course:
• Master Digital Marketing with Our Comprehensive Online Course
• Become a Coding Pro with Our Step-by-Step Programming Course
• Learn to Speak Fluent Spanish with Our Immersive Language Program

Book Launch:
• Discover Life-Changing Strategies in Our Latest Self-Help Book
• Dive into an Epic Adventure with Our New Fantasy Novel
• Explore Delicious Recipes in Our New Gourmet Cookbook

Why You Need a Landing Page

  1. Build your email list: If you don’t have a landing page with an opt-in box to offer a freebie in exchange for their name and email address, you should start here—today!
  2. Launching a Book: Capture interested readers by offering a sneak peek or bonus content in exchange for their email.
  3. Group Coaching Programs: Use a landing page to explain the benefits and sign up participants easily.
  4. Selling Products/Services: Showcase your offerings with compelling visuals and clear CTAs to drive sales.

When Life Gives You a Lemon

Creating a landing page can feel like setting up a lemonade stand in the digital world. You want to attract thirsty visitors, so make sure your stand (or page) is bright, inviting, and clearly offering the best lemonade (or service) around! Ask for their name and email address to let them know when you will be selling your lemonade next time and have baked goodies too!

Conclusion
Landing pages are powerful tools to help you achieve your business goals. By following these simple tips, you can create pages that not only look great but also convert visitors into leads and customers. Get started on your landing page today and watch your business grow!

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Janice Hurlburt Online Management

ABOUT JANICE HURLBURT

I help coaches and entrepreneurs shine their expertise online, by making the process of building their online presence fun, simple, and ready-for-success.

My digital agency will take care of the technology for you, help you shine like a star and get your expertise and efforts noticed. When you make me your partner in online management, I become the navigator of your journey, helping you map your success, attract the right clients, grow online and make more money.

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