It is time to learn how to K.I.S.S (Keep It Simple Stupid)
Building a landing page is really all about being simple, straightforward and punchy.
Before we talk about tools and techniques, let's start by looking at what a landing page should not be…
A landing page should not be a home page that has many options and a navigation bar for users to dive into. It is a page that has limited options, a clear goal and that the person lead to the page by an external link is given exactly what they were promised from this link or ad.
A landing page is a single property page that removes the options that a normal web page has and focuses the visitors attention around clicking the button on the page.
To make a landing page better, ask yourself, how am I getting my users to click on the button?
Next question, what does a landing page have?
It does have a hero section (the top of the page) with a headline (your H1), a brief blurb that promises to fix the problem the visitor has, and a form that is the gateway to their answer. You want visitors to get what they came for as soon as they land on a landing page. And you want them to love what you’re saying and offering so much, they can’t wait to click the only button you give them to click.
A conversion means that a visitor completed a desired goal. In the case of a landing page, a conversion changes the passive visitor who landed there into one of these two things:
When a landing page is set up properly, it flows like this:
A visitor lands, they scan, they like, they click.
The click is the conversion.
Landing there in the first place probably had something to do with your advertising campaigns. But scanning your landing page elements and liking what they see is the optimization part.
Landing pages are pared down on purpose. They do one thing really well: sell an action. That action is to click a button, and that click is called a conversion.
Optimizing your page is all about tweaking things to be better. It may be as simple as cutting your words down by half so your information gets read. Or it may be adding a non-threatening form (more on this later) right at the top of the page to make the thing you want them to do obvious and available right away.
When you optimize, you focus on the things that will get you more clicks (increase conversions).
That’s why the official term for “optimization” is “conversion rate optimization” (CRO).
CRO describes what you do to your landing page (how you optimize it) to increase Landing page optimization is not a one-and-done thing. It’s an all-the-time thing.
When designing a landing page you must think about where your traffic is coming from. Answering that question will decide on how long your page should be and what the call-to-action should look like.
If your traffic comes from:
Anything written on the landing page should be a reason given as to why the user should click on the conversion button. Another important note is to know that people DON’T read, they skim through information.
Typically, a landing page visitor will read your H1 (that’s the big headline at the top of the page that you should A/B Test), maybe a sub headline, your bolded text and bullet points, and what your button says (that you should also put through A/B Testing).
Start with your CTA button—the most important element on your landing page.
What do you want landers to do? What will they get if they click your button? Figure that out first and make your button crystal clear. Then write your headline and brief blurbs to push that button.
Use everyday language when writing your page. Make it easy enough for a 5 year-old to understand.
Don’t try too hard with bloated adjectives like totally awesome!
Give your message an upbeat rhythm that doesn’t contain run-on sentences and is quick and easy to read. A good tip would be to use emotional triggers, if it goes with your specific product.
Match your visitors’ landing page expectation to their last interaction (the ad they just clicked that brought them to your landing page). And match your landing page keyword to the keyword you bid on for your ad.
Write your landing page in an active voice. This can cut your copy writing down to half. Active sentences go like this: Subject (dogs) + verb (chase) + object (cars). Once again K.I.S.S - keep your landing page short and simple.
Many people naturally try to be fancy and write in a passive voice. So if you write passively, start making edits.It is time to start thinking like a 5-year-old!
Use the Hemingway app to keep your sentences short, blunt, and verby.
Tip: Don’t use words that water down your message.
Visitors may only be at a point where they are just hovering over your button. To turn this into a click you need to add credibility to your page.
It is important to legitimize yourself with some social proof. Giving company logos of your past and current customers, and testimonials of their experiences working with you is important.
Spam and salespeople have made it very difficult for visitors to fill out a form without having ‘’trust-issues”.
It is the thought of being bothered and having an overwhelming inbox that stops individuals from converting on your landing page.
The trick here is to get your visitors to initially give up something that isn’t difficult to share.
Use the yes ladder. The yes ladder is a way to get the visitor to agree to a smaller yes first, that doesn't really scare them.
Give the visitors an incentive to place their name,email and phone number on the last step.
Start by asking them what they’re trying to do (goals) or what they have already tried. That’s a low commitment ask.
The goal is to make it feel like a conversation between the visitor and yourself.
Asking to-the-point questions keeps the visitors engaged and willing to carry on answering. They are now invested.
End the “conversation” by asking how to contact them with answers that solve their problems.
Now that they have worked through the form they are not likely to shut the form down and will most likely fill in their details. You should continue to run tests to find out what length form has the best conversion rate for your target audience.
Search Engine Optimization also sends traffic to your landing page, if you do your SEO correctly of course.
Write a good meta description and snippet title to ensure your landing page is optimized for organic search. The Focus Keywords should be on both the title and meta description.
Not ready to make that big of an investment? At least optimize your images before you upload them into your CMS media library. Try a free online tool like TinyPNG.
Complementary Colours Are Key:
Canva color wheel: enter your background color and choose “Complementary” for your contrasty button suggestion.
High contrast CTA buttons get more clicks. If you’re not a color theorist, use a tool that is.
Also known as split testing, there are many tools out there that can test things like your headings, your forms, your page length, and your buttons. Some of the more popular WordPress themes (like Divi) build in A/B testing modules. But if your theme doesn’t come with an A/B tool, try one of these:
You don’t have to build your landing page from scratch. Every web builder comes with templates. From WordPress to Squarespace to Wix to HubSpot, you’ll have a vault to choose from. But there are also CMS-independent templates out there (many of them from the same platforms that offer A/B testing) like Unbounce, Instapage, and Mailchimp.
5. Still not getting good conversion stats?
How to fix this
Follow this checklist:
When in doubt, crank up your A/B testing for all the elements on your pages and have a look at heat mapping to clear things up. You could also use exit intent pop-ups to incentivise visitors by offering discounts etc.
A few takeaways: