How to Build a Landing Page


Kevin Urrutia




September 27, 2022

When it comes to building landing pages there are two things to focus on:

  1. Convert readers;
  2. Generate cash.

You might think there is a secret formula to pull this off. Fortunately, there’s not. All you have to do to building conversion-focused landing pages are a few techniques. If you already know how to generate traffic, here are a few ideas to build a landing page that converts your visitors like a pro.

Rules When Building a Landing Page

Rule #1: Never send traffic from ads to your home page.

You should never send traffic from your paid campaigns whether it’s Facebook, Google Ads, Pinterest Marketing or something else to your website’s homepage. Think about it: your homepage is cluttered with information. It lacks a targeted message. Fails to mention the pain points of your audience. And, there’s no obvious action a visitor must take.

Always aim your promotional campaigns to a dedicated landing page with a focalized message and call-to-action.

Rule #2: Be clear and to the point that’s the key to success.

Your landing page must have a clear and concise message since each visitor is going to make a snap decision the moment they arrive. You have just a few seconds to capture a visitor’s attention. This means, if your landing page has functionality issues, usability problems, or the message doesn’t fit their needs they’re going to abandon your page.

Rule #3: Building landing pages follow a specific structure.

Here are a few things you should include when building your landing pages:

  • Benefit-focused Headline. Your headline plays an influential part in the conversion process. When visitors click on your ad, there was something in those brief words that captured their attention. Be sure to include the ad titles in your landing page titles. Congruency is a critical component of a good landing page.
  • Use relevant and concise copy. KISS your visitors (i.e. Keep It Super Simple). The less text, the better. Visitors are going to quickly skim through your landing page and consider only sections they feel are relevant to them. Break sections down with bullet points. Also, keep your content relevant to your ads, this is important if you plan on using Google Ads to promote your page.
  • Create a single call-to-action. It’s confusing to send traffic in all different directions when you’re trying to make a sale. When you are building a landing page, use only ONE call-to-action. Take their email, sell a product, sell an online course or something else. That should be the sole purpose of your landing page.
  • Remove all distractions. You’ll waste a lot of time, effort and money if there’s too much distraction on your pages. If possible, create a blank landing page without a menu, links, or buttons (except for your CTA). Focus your visitors entirely on the page you are building.
  • Keep consistent with your brand. Even though you are building a new page, stay consistent with your brand image. Let your landing page reflect the same style as your main site. Use the same colors, font, and any other design styles your brand is recognized for.

What do you need to build a landing page?

Before you talk to a designer or try designing a landing page yourself, you’ll want to have the following:

  • Benefits-focused copy;
  • A compelling headline that resonates with your target audience;
  • A company logo;
  • Add a quick explanation of your offer at the very top of the screen;
  • Include a descriptive, in-depth explanation of your offer (sometimes the longer the page, the better the results);
  • Use quality images of the product or services you are promoting;
  • Add a simple form, taking only the information you need to do business (i.e. name and e-mail).

Next, let’s look at a crucial component of a landing page that can help convince your visitors to buy, subscribe, or check out.

Customer Testimonials

One of the most powerful conversion technique is to use your customer testimonials. Let your satisfied customers build trust and convince visitors to buy.

Customer testimonials are authentic and raw stories that come from real people who have engaged with your business. They make a strong statement because the style and substance reveal the truth to how you operate your business, interact with customers, and deliver an exceptional experience.

Moz’s landing pages are a great example of these customer testimonials. In the statement below, the customer expresses the benefits their business received when using this service.

Test Your Landing Page Designs

Consider every idea you have to build your landing page as a hypothesis. You have limited knowledge at the beginning and no idea how your design is going to perform once it goes live.

The key to building a successful landing page comes down to testing and optimizing until you find the right variations to boost traffic, conversions, and sales.

In a study by Conversion XL, it took 6 rounds of tests before they found a variation that performed 79.3% better than all others. In their variations, they modified the following:

  • Headline focused on the benefits or identifying pain points and needs;
  • Add credibility and proof (i.e. Testimonials);
  • Including relevant, relatable images;
  • Use a mobile responsive design (over half of their visitors came from mobile devices and tablets).

Image Source

In the example above, they created a variation with shorter text and a “simpler” design.

The results?

The control page had 21.5% more opt-ins.

In another test, they created a simple, email-only opt-in. Their hypothesis was: fewer form fields have less friction and hassle to fill in.

Image Source

The result?

The control performed better by 13.56%. They weren’t completely sure as to why, but it led them to another hypothesis: more fields offers greater credibility.

If you want to track the performance of your landing pages, try using Google Analytics.

Final Thoughts

If you’re looking for some tools to create landing pages, try these:

When your landing page is ready to go live, something to remember is that not all people who sign up are going to opt-in to your offer. If you’re trying to sell something or introduce visitors to your business, start small. The key to building a successful landing page involves the value being exchanged.

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