Imagine the following scenario:
You spend thousands of dollars on ads and put in months creating content and building backlinks to generate traffic. But when people finally arrive at your landing page, they leave without buying and all that effort goes to waste.
The reason? Your landing page sucks.
Whether or not you’re able to create a high-converting landing page for your offers will dictate your business’s success or failure.
Luckily, we’ve brought you this guide where we’ll show you the key traits of high-converting landing pages, why they’re important, and easy ways to implement them.
In the end, we’ll also share a special bonus that we’re sure you’ll enjoy.
Table of Contents
11 Traits of High Converting Landing Pages
Trait #1: Focus on a single audience
High-converting landing pages do well because they’re able to touch their audience’s pain points in a unique way, and that’s only possible by narrowing down to one specific audience at a time.
This is perhaps the most important thing to keep in mind.
The more you narrow, the more your ideal customer type will feel that you understand them and can help them achieve their desired outcomes.
While you focus more on one specific ‘customer avatar’ or ‘buyer persona’ you might think you are giving up on other types of buyers, but you are more likely to have a higher conversion rate.
Take some time to think about who your ideal customer is. What are their demographics, interests, and, most importantly, the value propositions they’re trying to achieve with your offer?
Once you have that, you’ll have a buyer persona that you can think of when crafting your page.
Finally, adjust your communication to speak their language and address the pain points and value propositions that are most appealing to them.
Trait #2: Great headline
The headline is the first thing that people see on your page. Its job is to grab attention and generate a strong first impression that’ll make them want to read the rest.
How good it is will dictate how many people will stick with you to the end and hear your offer, therefore directly impacting the number of people you’re able to convert.
Here are some quick tips to create a catchy headline:
- Make it benefit-centered, meaning it must clearly state what value propositions your offer can help your leads achieve
- Make an audacious promise that appeals to your audience
- Use tangible outcomes (aka numbers)
- Keep it brief, preferably ten words or less
- Keep it clear – ask some people from your target audience to read it and explain what problem your offer solves – if they’re able to answer correctly without thinking much, you’ve nailed it
Here’s a great example:
As you can see, this headline clearly states in just a few words what you can achieve with the offer.
To come up with a great headline, take an hour so and write every single one you can think of. Don’t judge them at this stage. Just write them down and, once you have a sizable list, you’ll find two or three perfect fits.
Later on, we’ll talk about how to run tests to optimize your page. When running them, you’ll notice that trying different headlines is one of the things that can cause the greatest impact on conversions.
Finally, in the video we’re sharing with you in the end, there’s also an extra tip on how to improve your headlines even more.
Trait #3: Persuasive copy
Copywriting consists of writing words that persuade your leads to take your offer.
Here is a great tool that help write sales copy for you – Jasper AI
Good sales copy shows that you understand the reader. You can increase results by maximizing the pain of the problems they’re trying to solve, and then positioning your product or service as the ultimate solution to them (problem, agitate, solution).
When writing copy, always aim for a conversational tone. No one enjoys reading something that looks like an academic paper.
To find out if you’ve matched that criteria, you can copy and paste your texts into Hemingway App, a free site that evaluates your writing and gives advice on how to make it more fluid.
If you score 9 or less, you’ve nailed it. If you get 10 or higher, you may want to improve it by using shorter sentences, simpler words, and other writing strategies.
You also want to focus on benefits before features. The features are the means, not the end. So only bring them up after making your leads visualize what your offer will help them achieve.
Finally, remember that people buy with emotions and justify with logic. When writing copy, put yourself in your prospects’ shoes and don’t be afraid to appeal to their emotional side.
Those are some of the most important copywriting principles, but it goes a lot further.
To learn more, go check our Direct Response Copywriting for Beginners guide. Direct response copy is used to trigger an immediate response from the reader, which is what you’re aiming for on a landing page.
Trait #4: Great design
A high converting landing page should also look great.
The good news? You don’t need to be a professional designer to create a visual that pleases your visitors.
Most site editors and landing page creators come with great free and paid copy-and-paste templates that you can use.
But while an elaborated template would be great, a minimalistic one with black font and white background can also get the job done well.
Just make sure your page doesn’t look anything like this:
Here are some quick design tips:
- Keep a clean design
- Avoid using too many colors
- Don’t use colors that don’t match
- Make sure there’s enough contrast between the text and background to make it legible
Another great tip is to ask others to take a look at your page and share what they think. This will give you a sense of whether it’s good or not.
Additionally, you can also hire a freelancer on a site like Fiverr to make improvements or create a custom design, but that’s completely up to you.
Trait #5: Images & other visual elements
People respond much better to visual elements than text.
Filling your landing page with stuff like images, graphics, and infographics will make it more pleasant to go through, as well as help you illustrate your points and explain concepts more easily.
People also tend to pay more attention to them than text.
You can use this in your favor by highlighting the most important points on them so that those who are scrolling down fast (aka most people) don’t miss out on them.
Let’s say you’re talking about how fast the cryptocurrency market is growing and the opportunities that come with it. Why not add a graphic that shows the market’s growth rather than just mentioning its annual growth rate?
There are two ways you can go to get visual elements for your page:
- You can copy and paste from Google Images or other places on the web, OR
- You can purchase stock images or hire a freelance designer to create custom graphics and infographics for you
While the second option brings in many benefits like having graphics with specific info that you wouldn’t find elsewhere, the first option also works great and is extremely easy to implement.
There’s no excuse to create a page that contains nothing but huge blocks of text.
Trait #6: Social proof
Show, don’t tell.
You may write the most persuasive copy on the planet, but why should your leads believe in every word you say?
When they see the actual faces of others who were in the same position as they are, and you have proof you helped them achieve their goals, it builds massive trust.
Never miss a chance to ask for a testimonial from a previous customer.
Ask them to write a couple of paragraphs or even shoot a video telling how your product or service helped them. If it has genuinely improved their lives, they’ll be more than happy to do so.
Over time, you’ll end up with a large testimonial base. You can then pick the best ones and use them on your landing page.
You can add them in columns like in the image above or go further by adding sections for each of your product’s use cases like Semrush does here:
Either way, featuring testimonials from people from your target audience is one of the most critical aspects of high-converting landing pages.
Trait #7: Sense of urgency
If you pay attention to high converting landing pages, you’ll notice that they almost always contain something that creates a sense of urgency, and for a good reason:
Making a purchase is hard.
It involves decision-making, risk, and money spending. Even if people like what you’re offering, it’s just easier to postpone the purchase. They’ll tell themselves that they’ll buy later and, chances are, they never will.
That’s why it’s crucial to give them a reason to complete the purchase at that moment, something they’ll miss out on if they procrastinate.
You could do that by offering a limited-time discount, limiting the number of sales, offering an exclusive bonus to the first people who purchase, and more. You could also add a countdown to when that condition is ending.
By doing this, you’ll be leveraging people’s FOMO (fear of missing out), making them far more likely to complete the purchase.
Trait #8: Few and Clear CTAs
In your sales funnel, it should be as easy as possible for your leads to move to the next stage. That includes writing few and clear calls to action.
Your landing page is not your site’s menu. Add too many different CTAs and they’ll get confused, making them less likely to click on either of them.
Ideally, your landing page should only have one or two CTAs. Instead of creating different ones to address every possible lead scenario, focus on one or two main groups and make it easy for them to know what to do next.
Likewise, write confusing calls-to-action that don’t clearly state what’s happening next and you’ll see a large part of your traffic flow leaving your funnel at that point.
To come up with a CTA, stick to the most common formats such as:
- Start your free trial
- Send me the e-book
- Subscribe to our newsletter
- Buy now
Here’s a great example:
Finally, if your page contains forms, don’t add more fields than necessary. As we said, high converting landing pages must always make it extremely easy for leads to take action and move to the next stage of the funnel.
Trait #9: Loads fast
Here’s what a single-second delay in loading can cause:
- 11% reduction in page views
- 7% decrease in conversions
- $2.5 million annual loss in sales for e-commerce businesses that make over $100K a day
If just an extra second can cause that, imagine the impact that slow loading can cause on your business.
To find out if your page loads at a decent speed, paste its link to a site like GTmetrix:
It’ll then show you how fast it loads under different circumstances and whether that’s good or bad.
Some simple ways to make your page load faster include upgrading your hosting plan, eliminating unnecessary plug-ins, and reducing your page’s redirects.
There are other advanced strategies that you can implement.If you are not a tech guru then consider hiring a virtual assistant.
Trait #10: Mobile-friendly
60% of all internet traffic comes from mobile devices. And yet, many entrepreneurs often forget to make sure their pages are optimized for them.
When creating your page, make sure to choose a mobile-friendly template.
Most site editors and landing page creators also allow you to preview what your page will look like on PCs, tablets, and smartphones.
Use that function to ensure that those accessing your page through smartphones will have the same experience as they would on desktops.
If that’s not the case, you can use their drag-and-drop editors to adjust how your page looks on mobile devices.
Trait #11: Optimized over time
Copywriting isn’t an exact science. Although there are best practices and tips we can share with you, only real-world testing will be able to dictate what works best.
That’s why it’s important to optimize your page over time. If you don’t, you’ll lose chances to make improvements and will end up leaving money on the table.
You can do this by running A/B tests on all your page’s key aspects, including the copy, headlines, images, and CTAs.
Here’s how to run an A/B test:
- Understand your visitors’ behavior to determine what aspects of your page will probably have the biggest impact on conversions
- Create variations
- Test them
- Track results
To run tests and track results, you can use a tool like Semrush. Or, you can simply split your traffic into two or more pages and see which converts better.
Oftentimes, simple adjustments such as changing your headline or CTA can have a drastic impact on conversions.
Check out our Semrush Review
Here is a video with six extra ways to not only increase conversions but also how to monetize your landing page with leads who don’t buy your offer.
While there are many aspects that come with creating a high converting landing page, those are the most important traits that you should focus on.
Implement them correctly and you’ll be on your way to catapult conversions.
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