How do you design a clear and compelling call to action for your software product landing page?

1 Define your goal

Before you start designing your landing page, you need to have a clear and specific goal in mind. What do you want your visitors to do after they land on your page? Do you want them to sign up for a free trial, download a demo, request a quote, or buy your product? Your goal will determine the content, layout, and call to action of your landing page.

2 Know your audience

The next step is to understand who your target audience is and what they are looking for. You need to research their pain points, needs, desires, and motivations. You can use surveys, interviews, analytics, or user personas to gather insights about your audience. The more you know about them, the more you can tailor your landing page to their expectations and preferences.

3 Craft your value proposition

Your value proposition is the core message of your landing page. It should answer the question: why should your visitors care about your product? What makes it unique, valuable, and relevant to their problem or goal? Your value proposition should be concise, clear, and compelling. It should highlight the benefits and outcomes of your product, not just the features and functions.

4 Design your call to action

Your call to action (CTA) is the most important element of your landing page. It is the button, link, or form that invites your visitors to take the next step towards your goal. Your CTA should be visible, attractive, and actionable. It should use clear and persuasive language that conveys urgency and value. For example, instead of "Submit" or "Learn More", you can use "Start Your Free Trial" or "Download Your Free Guide".

5 Optimize your layout and visuals

The layout and visuals of your landing page should support your goal, value proposition, and CTA. They should create a logical and intuitive flow that guides your visitors towards your desired action. You should use white space, headings, subheadings, bullet points, and icons to break up your text and make it easy to scan. You should also use images, videos, or illustrations that showcase your product, demonstrate its benefits, or evoke positive emotions.

6 Test and improve your landing page

The final step is to test and improve your landing page based on data and feedback. You should use tools like Google Analytics, heat maps, or A/B testing to measure the performance of your landing page. You should track metrics like bounce rate, conversion rate, time on page, and click-through rate. You should also collect feedback from your visitors, users, or customers to identify any issues or opportunities for improvement.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?