Guide: Building a Landing Page That Converts

Today, it's a privilege to share one of my recently learned techniques on how to build a landing page that converts.

I am confident that if applied this can increase your chances of generating sales.

A landing page is any web page that a potential consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow-up to any promises that you’ve made in your content.?

A conversion on the other hand is when somebody takes the action that the page is asking them to take e.g signup to become a lead, fill out an inquiry form or purchase a product.

The conversion rate is the percentage of people that concerts i.e. the percentage of people that take that action you want them to take

Now that we have gotten these terminologies out of the way, here are the principles of a highly effective landing page.

Use the six-step approach called the CLOSER approach to customer conversion

Here's how it works

#1 – Credibility

Demonstrate credibility on your landing pages as quickly as possible to keep the customer at ease.

Simply show them you know what you are doing. How?

- Show a publication you've been featured in

- Demonstrate expertise by giving facts or stats about your expertise or position in the market

- Show images from success stories

#2 – Lure?

What are you offering people on that page in order to incentivize them to take the next step in the sales process with you?

Offer some kind of lure that is attractive to people?e.g. "Order & Unlock 4 FREE Business Guides"

The "Lure" here is the "4 FREE Business Guides" and you can have a huge number of customers who would subscribe because they want the "4 FREE Business Guides""

#3 – Objection Handling?

How do you overcome the possible objections customers might have for not doing business with you and requesting the thing you are offering

Use delightful offers like

- Offering 24/7 online support

- Ability to cancel anytime

- No credit card is required

#4 – Social Proof

Show proof that others have already taken this action and are getting benefits already from it.

How else have worked with them and what do they think of that decision? You can show

- Review stars

- Testimonials

- Case studies

The aim here is to have potential customers see themselves in a situation that gives them a reason to buy

#5 – Ease of Use

How easy is it for someone to do the thing that you want them to do?

Fix all Call to Action (CTAs)

Use clear and precise messaging and color combinations without conflicting potential customers.

Show potential customers how your product can be easily used.

Again, show not tell

#6 – Result

Your CTA should deliver people a result that gets them closer to their goal

Imagine that your customers are on a train line going to a destination, your job is to get them to their next stop, bearing in mind that with each stop, they get closer to their goal.

Generally, people want to be happier, sexier, and healthier, so sell that in a way that makes the really attracted to you and desperate to make that purchase

To recap;

#1 – Credibility

#2 – Lure

#3 – Objection Handling

#4 – Social Proof

#5 – Ease of Use

#6 – Result

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