Creating a landing page can be a daunting task, am I right? Creating a high converting landing page is even more stressful!
There are so many dos and don’ts out there on the web of what content should be included on a landing page, how it should be designed, how short/long it should be, what headline you should use…it’s exhausting and overwhelming!
Not only is creating the landing page a hassle, but we want to create a successful landing page. One that gets you more:
- Email subscribers
- Warm leads
- Webinar attendees
- Paying customers & clients
In today’s post, we simplify the process of creating a high-converting landing page once and for all by sharing an ultimate checklist of dos and don’ts.
The Ultimate Dos & Don’ts Checklist For Creating a High Converting Landing Page
Here are all of the DO’s for a high converting landing page!
1 | Create a headline that is so eye catching it can’t be ignored
Your headline is the first thing that people see once they arrive on your landing page, so it needs to grab the attention of visitors immediately so they keep reading.
A great headline speaks directly to your target audience and is clear, concise, and easily understandable.
No jargon or complicated language allowed here! We want people landing on this page to know exactly what it is that you offer so there’s no confusion. Keep it simple and don’t overthink it!
Also, make sure it visually stands out next to the other copy on your page (that’s where the eye catching comes into play!).
2 | Have an irresistible call to action
The whole purpose of a high converting landing page is to get people to take action on what it is that you’re offering. Whether you’re trying to get someone to sign up for your email list or buy your tripwire, you want visitors to take action after arriving on your landing page.
Your call to action needs to:
- Stand out visually: Color can be a great way to help a call to action stand out against the rest of the page.
- Promote one offer: If your goal is to get them to sign up for your email list, don’t also pitch your products or services. Focus in on one CTA on your landing page.
- Be placed strategically: Depending on how much content is on your landing page, you may need your CTA placed throughout the page, not just at the top. Don’t make people have to scroll infinitely to find the call to action. Make it easy for people to find.
3 | Make sure your landing page is strategically designed
Our favorite part of creating a high converting landing page: the design.
The design of the landing page can really make or break the effectiveness of your page. If your landing page is poorly designed, visitors will immediately click away.
Strategic, high converting landing pages have:
- Plenty of white space: Clean and simple is key. Don’t distract people with too many photos or graphics. Too many colors can also divert visitor’s attention.
- Sections: Sections are a great way to break up text on your landing page. This gives readers a “break” from reading the content on your page.
- A variety of bullet points, bolded text, and color: You can definitely go overkill with these, so make sure to only emphasize the most important information. This makes it easier for readers to skim your landing page.
4 | Focus on one offer and its benefits for your target audience
Including multiple offers on landing pages can confuse visitors and leave them unsure what to do next.
When people are overwhelmed with too many decisions to make, they often end up making no decision at all. This is not what we want visitors to think when they land on our landing pages, right? We want them to make the decision to sign up for our webinar or buy our amazing product!
Also, you want to make sure you are including the benefits of whatever it is that you’re promoting.
Benefits answer the question of “what’s in it for me” to the visitor. Benefits tug at the emotional side of the visitor, showcasing how the visitor will feel after signing up or making purchase or how their life will be easier/better/more productive/etc.
5 | Routinely follow up after you’ve created your landing page
Think you’re done after you’ve finished your landing page? Think again!
You need to routinely test all aspects of your landing pages to continuously improve and increase your conversions.
Test the headline, CTA button, copy, images…all pieces of your landing page should be reviewed regularly.
Be sure to not test these all at once, otherwise you won’t know what changes make the most difference.
Observe your conversion rates on each landing page and monitor your progress. Sometimes the smallest tweak can make the biggest impact!
Here are all of the DON’Ts for creating a high converting landing page!
1 | Promote too many offers at once
You may be tempted to include multiple offers on one landing page, but in most cases, the highest converting landing pages include one primary offer. That’s it.
Don’t fill up your landing pages with various call to actions. People will get confused and will take no action at all.
2 | Fill up every inch of white space
Like we mentioned above, great design is crucial to the success of your landing page.
Visually, humans eyes can only handle so much and if there is very little white space on your landing page, visitors will have a hard time consuming the information on the page. This will lead them to bounce off or click away and we certainly don’t want that to happen!
Leave white space in your design so content is easy to read and visually pleasing.
3 | Only mention the features of your offering
Features of your products and services are great, but want to know what’s better? Benefits.
Like we mentioned above, listing the benefits of your offering is going to convert a lot more visitors than only listing the features.
Features are factual statements about the offering.
Examples would include the size/dimensions of your product, what your product/service does, the actual “what they get” when they purchase.
Features aren’t completely irrelevant but they shouldn’t be the main focus of your landing page. Like we mentioned above, people want to know what’s in it for them once they sign up for your offer.
4 | Ignore your conversions and analytics
Landing pages aren’t a “set it and forget it” task. Frequently check the conversions on your landing pages and make tweaks when necessary.
This is imperative to do to see success on your landing pages.
Put a reminder on your calendar at least once a month to check your landing page analytics to see how they are converting.
Our hope is that after reading this blog post and downloading the checklist you feel more confident and excited about creating landing pages on your own website.
If you’re interested in learning more about landing pages, be sure to check out our posts on how to design a high converting sales page and The 6 Things Every Online Course Sales Page Needs.
Also, check out our designed-to-convert Sales Funnel & Landing Page Templates for WordPress, which makes creating a landing page super easy and quick so you can grow your list and start making sales on autopilot!