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How to Structure a Website Landing Page to Increase Conversions



How to Structure a Website Landing Page to Increase Conversions

Website landing pages are a great way to boost conversions for your business. Lots of people have different approaches to this, but I thought I would share mine. I categorize site pages into three primary buckets which are: 

  • Content Pages – your typical home, about, and service pages.
  • Landing Pages – a single page and entry point for users which are often tied to ads. These pages contain embedded calls-to-actions like website forms.
  • Funnel Pages – The same as a Landing Page except the conversion funnel takes multiple steps. For example, you may click a button that takes you to another step in the Funnel Page series. This is an effective way to move users to buy because the more invested they get the less likely they’ll back out.

Okay….we got that out of the way 🙂 and now, let’s talk Landing Pages! 

The ideology behind effective website landing pages.

Website landing pages should contain key elements often found on a home page of a website. Think of a landing page as your ONE chance to convince a user to do business with you. That’s a big “ask”. So, you have to pull out all the stops. 

Users these days think about the following:

  • Do I trust this business and website? 
  • Are my values aligned with the business? 
  • Do they make me feel good? 
  • Is the content short and to the point? 
  • Are the features and benefits super clear?

Keeping these things in mind will help you craft a better landing page!

Content for landing pages isn’t what you might be thinking. Short and to the point is your goal. 

While your audience will be diverse, most users don’t read large chunks of content anymore unless they really really care about every detail. Most users look for headlines, bullets, and graphic elements that draw their attention. Writing a page of content that’s 1200 words long or more could work, but only if you’re breaking that down across 15+ screens. Meaning, it’s gonna be a really really long page. 

Short snippets with effective supporting materials like charts, product images, etc are what really capture individuals. If your landing page is loaded with paragraphs of text, you’re likely not as effective as you could be. 

Consider producing the ABC’S of the business in a concise way:

  • A = Advantages of doing business with them.
  • B = Benefits of doing business with them.
  • C= Conveniences of doing business with them.
  • S (I added this one recently) = Services you’ll get by doing business with them.

You might have 16 benefits, sure, and you can communicate those across witty headlines and graphics as opposed to a 600-word chunk of text.

Content is hard work. It’s deeply creative too. Like all things, it takes time to craft, refine and test. 

A checklist everyone should use when creating website landing pages.

I hope you find this useful! I’ve created a list below that I’ll keep updating as time passes, so, it’ll never go out of style 🙂 … without further ado here’s a list of all the things your landing page could include:

  • Lots of important text, but in the form of headlines. Perhaps 10-16 key points.
  • Product, team, or service-related photos like project galleries if you’re a plumbing business.
  • Video! Specifically in the first screen, mid-page, and at the bottom, if you have the content to spare. 
  • Clear and colorful singularly(!) focused calls-to-action like an embedded form (which is my recommendation).
  • Service highlight grid that’s a maximum of 3 columns and 2 rows calling out your top services. Try not to get suckered into telling someone absolutely every little detail about your business on this one page.
  • Don’t have navigation across the top, just your logo and primary call-to-action. 
  • Don’t link your top navigation logo to your main website (test variations to see what performs best!).
  • …and don’t have too much in the footer of your site either. Keep it simple by including your logo, contact details, and a handful of links to your main site.
  • Include customer testimonials or reviews sprinkled throughout the page, but remember, we don’t need to see your 500 reviews just your top 3-6 all spread out through the landing page.
  • Trust logos like businesses you work with, partners, and certifications will help build trust with the user.
  • Include 3-5 brief FAQs in an accordion element to keep content compact. 
  • Add buttons and links that move the user to the primary call-to-action on the page. 
  • Your call-to-action should have a strong hook. If it’s a form, you might have a headline that says something like “By filling out this form, we’ll provide you with 3 free hours of consultation not available to others.” This implies that it’s only for them this creates the idea that you’re speaking specifically to them. 
  • LTM’s (limited time modules) are a great way to drive action like timers, countdowns, sale end dates, etc. 
  • Discounts/sales if relevant to your business are great to highlight. Including a secret discount for people who access this page is a good way to create action.

I’ll add more as time passes and I think of more things 🙂 but that does it for me for now. I hope this helps you the next time you’re creating a website landing page! 

As always, thank you so much for taking the time to read this post. DM me on Twitter if you have a question. With that, I’ll see you all again very soon. Cheers! 

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