How to Make a High Converting Landing Page Design: Step-By-Step Guide with all Do’s & Don’ts

 17 Jan, 2022

Introduction

Landing pages are the most essential lead generation tools for marketers and digital business owners like you. As a marketer or a business person, you spend a lot of time, effort, and cost in driving traffic to your website with the hope of getting good leads and conversions. But, if your landing page design is not enticing enough to convince prospective customers to enter your sales funnel and convert into long-term customers, then all your inputs will mingle in the soil.

In this internet era, a great, high converting landing page is the foundation of a successful online business. So knowing the fact people are struggling to find the answer to the question, how to create high converting landing pages. Creating high converting landing pages also enables you to address your site visitors, buyers smartly towards the final deal. Did you know the fact that just addressing buyers' concerns tactfully on landing pages can increase your conversions by 80%?

Approximately,

  • 68% of B2B businesses use landing pages to generate more leads.
  • 48% of top landing pages ranked higher on SERP and Google Maps.

Considering the above stats, we can see that marketers who create landing pages that build trust enjoy higher visibility and conversion rates.

In this landing page design guide, we will dig into the elements of successful landing pages and show you how to create a landing page that converts and brings more leads to your bucket.

The guide will cover:

  • What a Landing Page is?
  • And why do you need it?
  • How to create high-converting landing pages?
  • What are all essential design elements that can make a landing page more convincing?
  • Examples of Best Landing page design

Let’s dive in…

What is a landing page? And why do you need it?

A landing page is a standalone web page designed to generate qualified leads and build a customer base. Landing pages lead customers to a specific product, service, or offer and encourage them to take a specific action or combination of all, out of these- 

  • To capture email leads 
  • Sell any product or service
  • Subscribe to a newsletter
  • Request a demo
  • Invite people to a conference or webinar
  • Make an official announcement 
  • Offer a discount
  • Conduct surveys

In order to achieve this objective, you can follow micro-conversions practices on your landing page, such as filling out a form, signing up for a free trial, registering interest in a product or service, etc. Here the point to consider is, you need to create a landing page that convinces people to take a certain action.

So wondering how to make a great landing page or don’t know about high conversion landing page design? Don’t worry.... next, we are going to discuss the same!

Importance of Landing Page Design

While the above paragraph has already shown the requirement of landing pages, let’s go deeper and check the critical reasons as to why landing page and landing page design matter. 

To Generate Leads: Generally, a website is created for three purposes: first is to share an interesting story that people can relate with. Second, to attract new visitors to the business. And, third, convert those visitors into potential customers. Landing page plays an important role in generating those leads that will move them through the sales and convert them into customers.  One is to tell a compelling story appealing to the emotion that the audience can relate to. Two, to attract new visitors to your business, and three (most important), to convert those visitors into leads. High converting landing pages can help you a lot to gain maximum benefit from the process, make sure to have an appealing landing page design. 

Remove Distractions and Friction: An ad cannot present the brand story or the whole website/product functionality. This is where landing page design can help you in introducing the visitor to your brand’s personality and provide them with landing an effective customer journey. In addition, the landing page design also presents the signup or the form fill-up, and other conversion activities. The landing page design and content must resonate with the ad/marketing copy that made visitors click in the first place. 

Collect Prospect Demographics: Demographics information is important, it provides you with the data that is required to understand your new leads and effectively segment them to properly understand customers’ needs, wants, and pain points. This information can be collected from a landing page through the feedback form, Q&A, survey, etc.

Helpful in Segmentation: When a company offers a different range of products and services, its marketing team needs to segment the audience for an optimal conversion rate. This segmentation is done on target personas, behaviorally or demographically. To do the segmentation, you will need different user journeys. Create a landing page, connect it with the related and engage with each specific audience. 

Creates a Bridge between Ads and the Brand: Landing pages create a bridge between the ad and the brand. How? When a user first clicks on an advertisement, it does not present the whole personality of the brand and doesn’t take the user through the brand’s website. Here, the landing page introduces the brand to the user and carries him through the whole brand’s customer journey. With the best landing page design, you may convert the visitor into a potential customer. 

In order to achieve these objectives, you can follow micro-conversions practices on your landing page, such as filling out a form, signing up for a free trial, registering interest in a product or service, etc. Here the point to consider is, you need to create a landing page that convinces people to take a certain action.

So wondering how to make a great landing page or don’t know about high conversion landing page design? Don’t worry.... next, we are going to discuss the same!

How To Create A Highly Engaging & Converting Landing Page Design?

Landing pages are a valuable piece of your online marketing strategy. Creating a high conversion landing page design is not that much difficult as all you need is a dedicated effort and a great understanding of your target audience. Here we have the steps that break down what makes a landing page successful, and show you how to create your own high converting landing page design.

Steps for creating a highly engaging & converting landing page:

 Step1: Conduct Market Research

 Step2: Identify your potential audience

 Step3: Define your most-wanted action (MWA)

Step 4: Define your message

Step 5: Choose the Best Landing Page Builder

Step 6: Add all essential design elements

Step 7:  A/B Test Your Landing Page

Step 8: Remove Navigation Elements

Step1: Conduct Market Research

Conduct Market Research

Market research is important, it helps you know your competitors, their strategies, what works for them, where they lack and how you can differentiate yourself from them. Moreover, thorough market research helps you gather vital information about your target market and customers in order to create value and provide a desirable customer experience.

Here we have listed some great market research tools that can help you gain hidden market insights to grow your business.

  • Google Keywords Tool
  • Google Analytics
  • Google Trends
  • Soovle
  • Questback
  • KeySurvey
  • free lunch
  • Social Mention

Step2: Identify Your Potential Customers

As an online business owner, you have to create a landing page that focuses on re-orienting your entire business around your customer. To leave a memorable impact on your audience, you must understand your audience's pain points are, for that you have to first identify your potential audience and know:

  • What are their demographics?
  • What are their pain points?
  • What are their expectations?
  • What is their purchase path?

Here are some tips to help you identify your potential customers.

  • Look at your existing customer base and identify their demographics.
  • If you are a new venture, check out your competition.
  • Analyze your product/service and figure out which section can benefit more from it.

Step3: Define your most-wanted action (MWA)

Before creating a landing page design, you must have a defined goal of the landing page. You need to be very clear about your most wanted action, what you want it to accomplish. 

  • Are you looking to grow your email list? 
  • Want to launch a new product? 
  • Want to sell any product or service? 
  • Want more newsletter subscriptions?
  • Or more...

With a defined goal you can create high converting landing pages, including all essential elements that let the customer enter into the conversion funnel.

Step 4: Define your message.

Once you have defined a goal, think about what your message will be. You need to define a strong message able to convince visitors to continue with your call to action and don't exit your page. If your landing page message matches your ad copy, it reassures people they've come to the right place, thus improving conversions. It should also resonate well with website visitors. So it’s important to think about your goal and who is going to be landing on this page when you are writing a brand message.

Moreover, your message should be captivating enough that you can quickly summarize the solution or product you’re offering. It should pitch in the manner of how it’s going to help them overcome a problem your potential customers are having.

Step 5: Choose the Best Landing Page Builder

Once you have a focused goal and clearly defined message, it’s time for you to design your landing page. For creating the best landing page design, you need a good landing page builder. With a good Landing Page Builder, you will be able to customize page layout including, colors, fonts, header and footer, columns, and other design elements, as well as content and images as per your requirement. Since there are so many landing page builders available online where everyone claims to be the best, choosing the best one is again a bit of a daunting process. 

Here we have listed essential things to look for in a landing page builder

  1. Offer professional, optimized templates
  2. Design mobile-optimized landing pages
  3. Provide integrated A/B testing feature
  4. Offer great integrations
  5. Allow multiple-user accounts access
  6. Bonus Features to look out for
  7. Drag and drop editor with great designing features
  8. Comprehensive analytic platform to optimize page performance
  9. Provide Functionality to publish your landing pages to different subdomains
  10. Countdown timers, 
  11. Color-changing CTA buttons, 
  12. FontAwesome icons and text,
  13. Parallax images
  14. Built-in website popups
  15. Ability to add custom CSS and Javascript
  16. Preview feature

Although, these landing page builders make it easy to create a landing page but still have certain limitations and require a good understanding of landing page design. If you are new to digital, don’t know the basics of landing pages design, we recommend you hire a professional web designer that gets the job done for you. 

Read more:-  Best landing page builder

Step 6: Add all essential design elements

Hope the above step helps you choose a good landing page builder, here we have listed all essential landing page design elements you have to consider in order to design high converting landing pages. 

1. Headlines & Sub Headlines: Use powerful, killer headlines and subheadlines that spark our readers’ interest and catch their attention. 

  • It should be compelling
  • It should convey your message strongly
  • It should resonate with the audience
  • It needs to be clear and concise
  • It should solve the audience’s problem

2. Images & visuals: Visuals play a crucial role in your landing page design. Provoke emotion by adding real pictures, great visuals, motion graphics, and relevant videos.

    3. Hierarchy of order: Copy is the most important thing on any landing page design, it should convey your message clearly. Use standard copywriting formulas, for creating compelling sales copy such as:

    • Attention, Interest, Desire, Action (AIDA)
    • Picture, Promise, Prove, Push (PPPP)
    • Problem, Agitate, Solve

    4. Color theory: The colors in combination with the design elements on your landing page play an important role in making an unforgettable experience. You can use contrast colors that can help you draw attention.

    You can take help from this color wheel to understand complementary colors.

    color scheme

    5. Call-to-action: Having a clear and compelling call-to-action that instantly persuades visitors to click on it is an essential part of a high-converting landing page design.

    • It should be clear and compelling
    • It should be Dominant and distinct
    • It should be Persuasive enough
    • It should create an urgency

    Apart from the CTA type,  its placement should be right. The CTA buttons like ‘Download Now,’ ‘Sign Up,’ and ‘Join Now’ should be next to your offering, and CTA  like ‘Buy Now, ’Order Now’ should be next to the product you are selling.

    6. Trust badges and logos

    trust badge

    An important pain point you need to overcome when dealing with new visitors is to gain their trust, by representing your brand as a trustable one. Certification logos and trust badges can help you generate that trust.

    For example

    • If your company is ISO certified you can use their logo in your landing page design. 
    • Or you can add your existing client logos to your landing page design, for gaining trust.

    7. Social Proof

    Social proof in the form of testimonials plays an important role in improving conversion rates. Your client testimonials help you gain the trust of prospective customers and motivate them to lend your services.

    You can leverage the power of social proof on a landing page design in a number of ways.

    • Display Facebook likes or shares
    • Display client reviews
    • Number of  brands, you had worked

    8. Lead form design: 

    Your lead form must be short, simple, and to-the-point,  ideally with just 1–3 fields (usually just name and email, and contact number). As a thumb rule, a form with fewer fields has a  higher conversion rate. 

    We recommend you to place the form as high on the page as possible to maximize visibility and conversions and only ask for the necessary information.

    9. Live Chat option

    When a person finally reaches your form, they might have unresolved questions about your offering. Incorporating Live chat software or chatbot in your landing page can help you answer customer queries. Moreover, the presence of a live chat option on your landing page creates a sense of added reassurance. 

    => Live chat option can help you

    • Capture more leads
    • Establish better connections with customer
    • Answer the customer queries promptly

    10. Highly visible contact details

    Contact detail visibility generates the sense of great reachability. Other than your lead form, for creating high converting landing pages, make sure to have highly visible contact details like phone number, physical address(if exists).

    Step7: A/B Test Your Landing Page

    A/B Test allows you to create a perfect creative and copy for your landing page with the right message that resonates better with your audience, leading them to make buying decisions faster.

    Landing pages A/B tests can not only boost conversions but also help you deliver better user experience. 

    Here we have the example from White Card Courses. They ran an A/B test on their homepage to improve their conversion rates.

    A/B Testing

    In the above image, you can see the two version of their landing page with several changes like

    • Different CTA
    • Background color behind the headline
    • Highlight services in a block

    The variant version has generated a 28.76% increase in conversions over the control version. This is how you can also do A/B test your landing page design, and experiment with a variety of call-to-action buttons to see which one works best for your page and can eventually come up with a high converting landing page.

    Step8: Remove All Unnecessary Navigation Elements

    So, we have talked so much about what all essential elements you should include in your landing page design to make it highly converting. Now we have listed some points to remove all unnecessary navigation elements that might distract your customer. 

    • Remove navigation elements and focus only on your offer
    • Don’t navigate visitors to other parts of your sites, such as “About Us”
    • Don’t clutter the page with too much unnecessary content
    • Avoid irrelevant pictures or images, they might be a great cause of distraction
    • Avoid hard-to-read text format and size 
    • Never Use long scary lead forms with unnecessary fields

    Quick Benefits Of Good Landing Page Design - Which You Experience

    • Leaves a good first impression on your customers
    • Generates more leads and conversions
    • Enhance user experience on your page
    • Promote new products and services
    • Convey your message strongly
    • Have high convincing power
    • Improve user engagement on your page
    • Build  your brand credibility
    • Improve SEO and increase your organic search traffic
    • Bring qualified leads and improve conversion rates

    Read more:- how to improve conversion rates.

    FAQs on Landing Page Design

    1. What is a landing page? 

    Landing page is a specific page on the site that collects visitors’ contact information and in exchange provides resources like an ebook. This info is generally collected using a lead-capture form where visitors provide their general details including their name, email address, and country code. 

    2. What is the main use of the landing page? 

    The landing page is designed to convert and build a repository of leads that are nurtured with some personalized marketing campaigns through email, paid ads before those leads reach the sales team to make the final purchase.

    3. Who are landing pages suited for? 

    Anyone can set up a landing page whether you are a freelancer, a small business owner or a big corporation. You just need to have access to the back end of a website and use it as per your goal.

    4. Why is it important to have an interactive landing page design?

    No matter how profitable a deal you are offering, a boring and cluttered landing page design can turn them off. While an attractive design catches your visitors’ attention and converts them into potential customers.

    5. How to make a great landing page? 

    There is no hard and fast rule. By including high-quality images, putting CTA buttons, and catchy content, you can make one of the highly engaging landing pages that convert.  

    6. What about landing page SEO? 

    SEO plays a key role in making your site visible on Google. When you optimize your page for SEO, Google indexes the page. If your landing page is well- optimized for Google Search, you might receive traffic from people searching for your product or service.

    7. How to check landing pages in Google Analytics? 

    Go to Behavior > Site Content > Landing Pages. This report presents the statistics for the first page visitors see when visiting your site . You can easily apply filters if you want to check individual pages and other metrics such as bounce rate, average time on page, and more.

    • Landing Page DesignTakeaways
    • What is a landing page?
    • Why do you need a landing page?
    • Importance of having an interactive landing page design
    • How to create a landing page that converts 

    Final Thoughts On How To Make A Good Landing Page Design

    Hope we have addressed your concern of how to make a landing page that converts. A high conversion landing page design gives a  place to your customers where they connect with your brand, buy your product/service, and you earn revenue. So don’t mess it up! Fortunately, creating high-converting landing page designs isn’t rocket science, all you need is the right approach.You can start by implementing each of the 8 essential steps we have discussed above, and you’ll be well on the right way to engaging your visitors and converting them into customers.

    If you are still not confident about choosing the right website builder or about creating a high conversion landing page design, we'd be happy to give you a hand with choosing the right platform for your business. Else you can connect with our web designer at JanBask Digital Design for a visually appealing and compelling landing page design solution that ensures superior ROI and guarantees meeting your every bottom line.

    Do you want to ask any question related to landing page design? Don't hesitate to reach out in the comment section below!

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    Holden White

    Hi! Before reading your blog I didn’t know how to make a high conversion landing page design. Thanks to the information mentioned in your blog!

    C

    Chance Parker

    I followed all your instructions well, but didn’t get satisfactory results. Anyway, thanks for the information, at least I tried it myself.

    R

    Rafael Lewis

    I am new to business, and did not have any knowledge about landing pages but then I got your article and it literally helped me! Thanks team..

    D

    Damien Turner

    I would recommend your blog to my friends and colleagues so that they can enhance their knowledge. Keep up the good work!

    D

    Dallas Phillips

    Can you share some links related to how to make high conversion landing pages? So that I can enhance my knowledge.

    M

    MECLABS

    These Do’s and Don’ts for better converting landing pages are amazing and helpful! Are logos very crucial or is it really just an option for better landing pages? I’d just like to see how impactful it might be so the right revisions could be made.

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