How to Build a High-Converting Landing Page for Your New Business

Building a high-converting landing page is critical to the success of any new business. A landing page is a web page that is designed to convert visitors into customers. It is the first point of contact for many potential customers, and it should be optimized to encourage them to take the desired action, whether that be purchasing a product, signing up for a service, or providing their contact information.

In this post, we will explore the key elements of a high-converting landing page and provide multiple examples to help you succeed in your new business.

The first step is to define your goal. It should be specific, measurable, and achievable. For example, your goal might be to increase sales by 20% in the next month or to generate 100 new leads in the next week. What is the main action you want your visitors to take? Is it to purchase a product, sign up for a free trial, or fill out a form? Defining your goal will help you create a landing page that is focused and effective.

Knowing your audience is also essential to building a landing page that resonates with them. You should have a clear understanding of your target market and their needs, pain points, and motivations. Use this information to create messaging that speaks directly to them and addresses their specific concerns.

Your headline is the first thing visitors will see when they land on your page, so it needs to be attention-grabbing and compelling. It should clearly communicate the benefit of your product or service and encourage visitors to read on. Keep it short and to the point and use strong action words to create a sense of urgency.

The advertising copy on your landing page should be persuasive and compelling. It should communicate the value of your product or service and convince visitors to take action. Use bullet points to highlight the key benefits of your offer and keep your paragraphs short, to the point, and easy to read.

Your call-to-action (CTA) is the button or link that visitors click to take the desired action. It should be prominent, clear, and compelling. Use action-oriented language to encourage visitors to act, such as "Get started now" or "Claim your free trial." Make sure your CTA stands out visually and is easy to find on the page.

Social proof is a powerful tool for building trust and credibility with potential customers. Include testimonials, reviews, or case studies from satisfied customers to demonstrate the value of your product or service. You can also add logos of well-known brands that you have worked with or been featured in.

Once you've built your landing page, it's important to test it to see what works and what doesn't. A/B testing involves creating two different versions of your landing page and testing them against each other to see which one performs better. This can help you optimize your landing page for maximum conversions. Take a look at HubSpot’s landing page which is designed with A/B testing in mind. The page includes multiple variations of the call-to-action button, allowing visitors to choose the one that resonates with them the most.

Visuals can help bring your landing page to life and make it more engaging for visitors. Use high-quality, eye-catching images or videos that showcase your product or service in action. Make sure they are relevant and add value to your page rather than distracting from your message.

More and more people are accessing the internet on mobile devices, so it's essential to optimize your landing page for mobile users. Make sure your page is responsive and optimized for mobile devices, with a design that adjusts to different screen sizes. Your page needs to load quickly on mobile devices. Remember to use clear and easy-to-read fonts. Look at Airbnb's landing page is optimized for mobile devices, with a clear and concise message, high-quality visuals, and a prominent call-to-action button.

Here are a couple more examples of high-converting landing pages that incorporate the elements we've discussed:

Slack - simple and effective. It uses a video to showcase its product and how it works. The video is accompanied by a clear and concise headline, sub headline, and call-to-action. The headline clearly communicates the value of their product, and the copy is concise and persuasive. They use social proof in the form of customer logos, and the call-to-action is prominent and easy to find.

Square - simple and to-the-point. The headline and sub-headline clearly communicate what the business does, while the call-to-action is prominently displayed in the center of the page.

Asana - uses eye-catching visuals to showcase their product in action. The headline and copy are persuasive and focus on the key benefits of their product.

Dropbox - designed to encourage visitors to sign up for a free account. The call-to-action is clear and prominent, with a simple and straightforward form that asks for the user's name and email address.

Let’s look at a case study to highlight some of the points mentioned above.

Unbounce is a landing page builder software company that helps businesses create and optimize landing pages. The company wanted to create a landing page that would increase conversions for their free trial offer.

The first step in creating a high-converting landing page is to define the goals. Unbounce wanted to increase the number of signups for their free trial offer. The call-to-action was to get visitors to sign up for the free trial.

Their landing page was designed to be simple and easy to navigate. The headline and sub-headline clearly communicated the value proposition, while the rest of the page included a few key features and benefits of the software.

They used a combination of images and icons to create an eye-catching landing page. The visuals helped to break up the text and make the page more engaging.

Unbounce's landing page was designed to be mobile-friendly, with a responsive design that adjusted to different screen sizes. This made it easy for visitors to sign up for the free trial on their mobile devices.

The company conducted A/B testing to optimize their landing page for maximum conversions. They tested different variations of the call-to-action button, as well as different images and headlines.

The results of Unbounce's landing page were impressive. The new landing page resulted in a 33% increase in signups for their free trial offer, compared to the previous landing page. The optimized landing page had a conversion rate of 27.4%, which was a significant improvement over the previous rate of 20.5%.

Unbounce's case study highlights the importance of creating a high-converting landing page. By defining goals, keeping it simple, using eye-catching visuals, making it mobile-friendly, and A/B testing, they were able to significantly increase conversions for their free trial offer.

By following these best practices, you can create landing pages that not only attract visitors but also convert them into paying customers or leads. Just remember to keep it simple. When it comes to landing pages, less is more. Keep your landing page easy to navigate, with a clear and concise message. Visitors should be able to understand what your business does and how it can help them within a few seconds of arriving at your landing page.