Definitive (Short) Guide to start creating High Conversion Landing Pages

A simple, short, to-the-point guide to create a right landing page.

First and foremost, you need to gain clarity on – Why you need a landing page?

Targeted landing pages drive much higher conversion and lead generation, as compared to regular product pages.

To answer the above question, you need to break it into two further questions:

-       What’s the purpose of this landing page?

-       Who are the people whom I want to land on this landing page?

After answering these questions, next, you need to decide the right type of landing page. Whether a short landing page will work for you or a long one.

The length of the landing page is a crucial element you cannot afford to ignore.

And to solve this confusion, you can follow a simple rule of thumb:

“The bigger the ask, the longer the page.” – Neil Patel

So, if you simply want to capture lead by giving a Free E-book or a Guide – opt for a one-fold landing page with a focused copy.

If you are making a sale, then you need to go for a lengthier landing page.

Now, as the landing page gets longer, it also gets more complex.

And this guide will help you exactly on -- how to simplify those complexities.

1st Part

Your first fold/part ‘MUST’ be visually appealing. There’s no second-guessing to this. Most importantly, your page’s aesthetics must align with the impression, color, and idea of the image used in the ad.

Repetition is key. The idea of what you are selling and how you are presenting it must repeat. It will prevent the prospects from getting confused, whether they landed on the right page or not.

Next, you can use video/image/ GIF in the first-fold to enhance your visual aspect and message delivery. Use what resonates best with your brand and target audience. Consider both aspects while deciding to avoid a making one-sided decision like C-level executives do not like GIF. If you are communicating the right message with a bit of humor -- all human beings like it.

So, ultimately, it’s about maintaining consistency with your brand and showing what your target audience wants.

The heading of your first-fold, needless to say – must grab attention. The question is; HOW?

To grab the attention of your target audience, you can appeal to:

-       Their aspirations/desire/dreams

-       The stand-out benefit of your offer/product/service.

-       Urgency – ticking clock

-       Their emotions – pride, curiosity, happiness, and more.

-       Sense of belonging

-       Humor

Using the right combination of these aspects makes it much more real and convincing.

In the first headline – give 2 ideas (at max.) to grab attention and generate the required interest and/or emotion.

The second headline needs to play a supporting role by amplifying the message of the first headline. It can also give a third idea – but it must in alignment and support the previous two.

Lastly, give a clear, distinguishing Call-To-Action button. The message on the button must be exactly what you require them to do. Do not go fancy on this one.

2nd Part

Now, if the prospect has not converted at the first-fold, they need more information.

They are saying to you:

So, decide the second fold’s content based upon who you are targeting and how familiar they are with you and your product.

If you are targeting people who have never heard about you – then establishing trust becomes critical. On the other hand, if they know you but don’t know much about the product -- then establishing value becomes more important.

Structure your message to deliver the most important idea first. Adopt an approach that amplifies the emotion you triggered at the start. With every message, slide the prospect towards action.

3rd Part

After you have established the value. The third part becomes the place where you stack value and show bonuses. The combination of second and third part targets those people who get sold on value. These are the people who are likely to become your returning customers and raving fans if they get the promised value.

4th Part

The fourth and final part is for those who need a little more incentive to take action. Here, you can leverage urgency, coupled with amplifying the main emotion used throughout the page.

The landing page is an area where you need to keep on learning and experimenting. But, like any other thing, some of the basics remain the same.

As you read so far – a small parting gift!

Crucial stats about landing pages:

• Companies with 40 or more landing pages get 12 times more leads compared to those with 10 or fewer (Hubspot).
• The average conversion rate across industries for landing pages is 2.35%. (But you want to research for your specific industry before setting a target).
• The product-detailed landing pages (long ones) generate almost double the revenue than those of other landing pages. (Marketing Charts)
• Using relevant embedded videos on the landing page increase conversion by 86%. (Best place for video – 1st Fold)
• You can get up to 220% more leads from long-form landing pages. (Marketing Experiments)

That's it for now! DM me for quick chat, if you think I can help you with something.