Landing pages can be tricky. With all the options to add this little drop-down menu over here and that new widget over there, it’s hard to know what should ACTUALLY be on your landing page to get the best results.
Working with hundreds of clients across dozens of industries, we’ve been able to distill a few common best practices when it comes to what should and shouldn’t be on your landing page to get the highest conversion rates.
Here are 8 Do’s and Dont’s For Higher Landing Page Results
- Pre-headline – This is the small bit of copy that goes ABOVE your main headline. Many people use this space to add their logo or an array of extra buttons to click on but this should be utilized to call attention to your ideal audience.
Ex. Attention parents of high school teens…
- Clear, outcome-focused headline – Many people skip straight to the “this is what you’re gonna-get” stuff when they should actually be reselling the audience on the ultimate outcome and why they should take action.
Ex: “How to Burn Twice the Calories in Half the Time Without Leaving The House”
- Inviting Call to Action – Attract more attention to the action you want them to take by writing an appealing call to action that restates the primary benefit your audience will get by opting in.
Ex. “Yes! I want to burn fat now!”
Bonus Tip: Use a color that isn’t found anywhere else on the page. It will stand out and draw your audience’s attention immediately to it.
4. Nix the social media icons – Create one clear option for your audience to take. By adding social media buttons to the opt-in page, you’re giving them a chance to exit the page without giving you their contact information to be forever lost to the world of social media. If you want to have share icons, do it on the thank you page if you have no additional offers.
- Benefit-focused bullets – Give your prospect a few details about what they’ll be getting by giving you their personal info. 3-5 usually works well.
** Important Note – Remember, it’s not about the features (i.e. 24-hour access, 65 page workbook), it’s about the benefit that each of those things will provide for your prospect.
- Add social proof – Your prospects want to know that this is a safe choice and has worked for others just like them. By adding testimonials, you’ll demonstrate that this has been successful for others and they’ll be more likely to opt-in and try it out.
Bonus Tip: When possible, include first and last names, or at least last initial, their website or business if applicable, and a photo. This creates more credibility that these are REAL people and not just imaginary testimonials you created for this page.
- Authority badges – Have you been featured on a credible source such as a popular publication within your industry, a media outlet, etc.? Posting their logos on your page will establish that you are an expert and an authority as well and increase your credibility.
- Call-to-Action Placement – This is important! Make sure your call-to-action is ABOVE the fold (can see it on the screen when the page first loads) on desktop AND ON MOBILE. Over 50% of landing page traffic will be coming from mobile devices so make sure your prospect doesn’t have to scroll for 5 minutes to find out how to take action.
Landing pages for your lead magnets are all about establishing to your ideal audience that you recognize they have a very specific problem and showing them that you have the perfect solution to fix it. By making these simple landing page switches, you’ll clearly convey that you’re the right person to help them and ultimately increase you opt-in rates.
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