Are you pessimistic about finally deciphering the secrets of building a high-converting landing page?
We don’t blame you.
A landing page with good conversions may not produce the incredible 50-70% conversions promised by incomplete marketing methods.
However, it also does not have to produce the bare minimum of 1-2% conversions.
Stick to reading this blog post to understand what is exactly a high-converting landing page, what are its essential elements, and how to become increasingly optimistic about building more than one page that converts beyond your current expectations with the right page-building and sales automation methods.
What is a High-converting Landing Page?
A high-converting landing page is a web page on which visitors “land”, drop in, or access after discovering your services or products through organic search or paid ad campaigns.
The A high-conversion web page is designed and optimized to encourage visitors to take a specific action, typically related to a marketing or sales goal. This action can vary depending on the purpose of the landing page. Here are some common types:
- Lead generation. The purpose is to encourage visitors to fill out a form, subscribe to a newsletter, or download a resource in exchange for their contact information.
- Sales. The purpose is to convince visitors to make a purchase or take a trial offer for a product or service.
- Event registration. The purpose is to get visitors to sign up for an event, webinar, or demo.
- Social sharing. The purpose is to inspire visitors to share content or refer friends.
Each action carries a different price tag, i.e., value, and this is the point at which many businesses make the biggest mistake: they either underestimate or overestimate the value they provide to customers in exchange for the cost they have put on their product.
High-converting landing pages are often the result of continuous testing, refinement, and a deep understanding of the target audience’s needs and motivations.
The goal is to make it as easy as possible for visitors to take the desired action while providing compelling reasons for them to do so.
Unsurprisingly, if you make it difficult for your customers to convert, either by not masterfully solving their problem, or by not clearly telling them that you are the best person to solve their problem through the copy and the visuals of your landing page, they won’t convert at the rates you desire!
So, how can you make a high-converting landing page that is the perfect picture of your marketing message? Here is the way to go:
High-converting Landing Page Template
The landing page structure and design can then be derived from the type of conversion that you set as the goal for your landing page – but never in reverse order.
When you pick up a landing page template, make sure you know what is the goal of your conversion.
For the exact same reason, it is much better to have a custom landing page built or optimized for you rather than just relying on landing page templates that provide limited landing page elements for your audience.
When you get a template it almost always comes with limited features that make you end up in the unwanted reverse order mentioned above.
Types of Conversions
The higher the conversion threshold is, for example, because a product or service is offered for several hundred dollars, the more convincing your landing page has to be.
The higher the price tag, the more trust and authority you have to invest to provide a compelling exchange of value and achieve your conversion goals.
Here are some examples of landing pages with high-value conversions:
- E-commerce. For online retailers, the primary high-value conversion is making a purchase. It’s a direct source of revenue.
- Lead generation. Converting website visitors into leads by having them fill out a form, subscribe to a newsletter, or request more information. These leads can be nurtured and eventually converted into customers.
- Subscriptions. Getting users to subscribe to premium services, SaaS products, or subscription-based content, leads to recurring revenue.
- App downloads. For mobile apps, getting users to download and install the app is a high-value conversion. Subsequent in-app actions can be valuable too.
- Memberships or loyalty programs. Encouraging customers to join a membership or loyalty program can lead to repeat business and brand loyalty.
- Cross-sells and upsells. Convincing existing customers to upgrade to a higher-tier service or purchase related products can increase customer lifetime value.
- Repeat purchases. In addition to the initial sale, encouraging repeat purchases from existing customers is a high-value conversion for e-commerce and retail.
It is important to make a difference between a high-value sales page and an opt-in page that is at the threshold of a lower exchange of value.
The opt-in page, also known as a squeeze page is a type of landing page at the lower threshold of value exchange designed to capture information from website visitors.
The information is usually their email addresses which are later used to build an email subscribers list or generate leads.
Here is an example of an opt-in landing page:
Here are the typical elements of an opt-in page:
- Offer. Present a compelling offer to the visitor. This offer can take various forms, such as a free ebook, whitepaper, newsletter subscription, webinar registration, discount code, or any valuable resource or content that the visitor might be interested in.
- Call to Action (CTA). Display a clear and attention-grabbing call-to-action (CTA) that invites the visitor to take advantage of the offer. Common CTAs include phrases like “Sign up now,” “Get started,” “Download your free guide,” or “Subscribe.”
- Opt-In Form. To access the offer, the visitor is required to fill out a short form. This form typically asks for their name and email address, but it can also request additional information, depending on the business’s needs.
- Submission. When the visitor submits the form, they “opt in” by giving their permission for the website or business to send them emails or other marketing communications. This is the key action on an opt-in page.
- Thank you. After submission, visitors are usually redirected to a “thank you” page. This page can confirm their successful opt-in, provide instructions on accessing the offer, and may even encourage further engagement or sharing.
Make opt-in pages user-friendly. Include a clear value proposition and a focus on the benefits the visitor will receive in exchange for their information.
How to Create a High-converting Landing Page
The logical sequence of several landing pages that are placed one after the other in order to systematically motivate a visitor to make an inquiry and make a purchase is also called a funnel.
Wonder what is the best way to optimize the landing page, the copy, or the visuals? The text on your landing page has a much greater impact on the conversion rate.
Click below to learn how to use the copy and the visuals on your landing page to build a profitable, AI-powered B2B sales funnel with high conversions:
This is the clear heading of the service request page. It delivers the service the visitor receives when they come into contact with your company.
The subheadline additionally describes what the offer on the site is for and what it helps with It provides added value to the visitor.
The image on the Service Request Page is optional. It can visually support the service offered.
4. Customer Logos
As already mentioned, a high-converting landing page for a service request must have more built-in trust and authority so that website visitors are happy to leave more information. The first social proof is a logo carousel or a representation of the (most important) customers your company has already worked for.
5. Optional Elements of the Service Request Landing Page
The following building blocks should also be incorporated into your landing page structure; the order and scope are more flexible.
- 3 to 5 use cases. If it refers to a general service such as app development, this must be specified in more detail. For example, add the name of the use case, explain the main benefit, and upload a representative image of the use case.
- Industries. Showcase your experience and expertise in the industries you have worked.
- Problem part. Start by explaining WHAT can go wrong and WHY. End with a variation of this statement: “Avoid all of this and do it right from the start. This is how it’s done…”
- Solutions part. Provide fixes to the problems described previously and the benefits those solutions bring.
- Customer statements. Prove the benefits, advantages, and results through success stories and client testimonials. If necessary, link to a detailed reference page.
Here is an example of a Service Request landing page:
How to Build an Engaging Landing Page
- Describe what the individual steps and phases of the service look like – from strategy to planning and implementation
- Point out the benefits for each step with clear results.
- Add an FAQ section. Price ranges included here can be the first question to qualify “low-price seekers”.
- Create a CTA (Call-to-Action). Include a call to action that is linked to the service request page’s offer at strategically sensible places. Think about what will the button say. This button leads to a registration form at the bottom of the landing page.
Completing your Service Request Page
1. Your Team’s Role with Results and Metrics
Present the general team setup, with a description of the skills and special advantages of your team compared to competitors, for example, a personal contact person or a rare skillset. Give clear numbers to demonstrate the experience in the team, number of people, different skills, years of collaboration, size of the network, and number of projects to create trust.
2. Service Page Offer
Include a heading, explain the best beneficiaries of the offer, the result of the offer, and a list of benefits. Add information about the price and value of the offer. If the offer is free, emphasize that.
3. Registration Form
The questions and fields in the registration form are an important qualification step. Ask about all the attributes needed to qualify. Start with simple questions (name and email) and then increase the number or depth of questions to increase hurdles and better qualify website visitors to generate leads.
Click below to digitize, systematize, and automate your sales and marketing goals with an AI-powered B2B sales funnel:
b2b sales funnel blueprint