Landing Page Designs that Work

June 16, 2022
Written by Ampry

A landing page is a web page dedicated to a specific product or service. In some ways, it is the product or service's value proposition. The landing page is designed to convert potential customers into paying customers, turning maybe into yes. Using Ampry to add elements to your small business' (or large corporation's) landing page can do just that. Schedule a free strategy call to find out how.

How landing pages help raise conversion rates

There are various different ways to raise your conversion rate. One of the most effective methods is having a good landing page.A landing page design's primary function is to drive conversions. Everything about that page, from the language to the images to the way it is structured, is designed to persuade someone to take a specific action.However, a landing page can contribute to your conversion rate in more ways than just directly driving conversions. If used correctly, you can track the traffic and user behavior on your landing page. This can provide you with valuable data and insights into acquisition, user behavior, and other metrics that can be used to improve your digital marketing efforts.Linking a relevant landing page to a paid ad will give the ad a higher "quality score." These scores are used by paid ad platforms to determine which ads to display. Ads with higher scores are more likely to be displayed and thus viewed more often.A good landing page should use the same colors, logos, imaging, and tone as the rest of your website and marketing materials. This can help to strengthen your brand with existing and potential customers.

What should a landing page look like?

A landing page is different from any other page on your website. For example, your homepage might list all the services or products that you offer or tell visitors more about you or your company. On the other hand, a landing page has the sole purpose of driving conversions. This page focuses only on encouraging visitors to take one specific action.Even though a landing page is a separate page of your website, it still needs to match your brand look, feel, and voice. Ideally, a landing page should have clear messaging with little clutter or unnecessary content. Here are some design principles to follow to increase conversions through your landing page.

What makes for a bad landing page?

While it is essential to follow best practices when it comes to landing page design, there are some things that you need to avoid. These landing page design mistakes could end up costing you conversions.

Inconsistent design and messaging

Sometimes we all get a little bit carried away with all the bells and whistles. While using some bells and whistles is great, it is essential to keep them consistent across your brand, especially throughout specific marketing campaigns or messages.The reason behind this is simple: you want to avoid users feeling as though they are visiting a completely different brand, product, or service offering than the one represented in the marketing content that they initially engaged with. Bear in mind that most people will land on your landing page through following links from email marketing campaigns, social media, paid ads, or other marketing messages.The aim is to create a cohesive and coherent, streamlined experience that cements your products, services, and, more importantly, your brand into the minds of your site visitors.A landing page that does not match your overall brand voice might confuse potential customers. It could also create the feeling of inconsistency, and this might deter some users from taking the action you are trying to encourage them to take.Keep colors, logos, images, designs, fonts, and even WordPress themes consistent across your web pages (including all your landing pages) to create a strong brand image.

Too many distractions

In order to do this, a landing page needs to hold a visitor's attention. That means any content that might be distracting or could encourage a potential customer to navigate away from the landing page should be omitted. The entire flow of the landing page should walk the visitor along a mini sales journey. The goal here is to get the customer to take a specific action that you want them to take. This action could be anything from signing up for a newsletter to purchasing a product.

What to include in a landing page that works?

Your company, product, and services' landing page should be as unique as your offering. You will likely have a very different landing page for each of your main offerings. Still, there are some landing page best practices to follow to ensure higher conversion rates. Have a look at some fantastic landing page examples. In the meantime, here are a few tips:

Clear calls-to-action

A landing page has one goal: to get site visitors to do something, to take an action. Still, no matter how compelling the content of your landing page is, the effort you put into creating your landing page will be for nothing if you do not have clear call-to-action (CTA) buttons on your landing page. Here are some other reasons why your landing pages aren't converting.A call-to-action is a button or a link that can be clicked and allows site visitors to take the action you have been encouraging them to take. These CTA buttons could be buttons saying, "Click here!" or "Sign up now," for example. Remember to make the wording of a call-to-action very clear. It needs to tell users exactly what they are doing and what the next steps could potentially involve.All the content, including the text, images, layout, and even headlines, should be harnessed to lead site visitors to your CTA button. More than that, all of this content should convince visitors to take that specific action – clicking on the CTA button.If it's possible, include at least one call-to-action near the top of your landing page. Sometimes a visitor may have already decided to engage with your call-to-action elements before they even arrived at your landing page. Having a clear call-to-action at the top of your landing page makes it easier for these persons to follow through, potentially leading to more conversions.

Avoid yammering

Landing page copy is different from content marketing copy like articles or blog posts. Blog posts are where you will provide in-depth, valuable information on products, services, or your industry.On the other hand, your landing page has the sole function of converting site visitors. In most cases, people who are visiting your landing page have already done some research on your company, products, or services. They likely do not need a lot of additional information. Instead, they would want to know (even if they are not consciously aware of it) where or how to take the next step in their customer journey with your business.Each and every element on your landing page should contribute to urging visitors to complete an action. Any element on your landing page (and this includes headlines, images, CTA button color, and text) that does not add to this effort is unnecessary and may even cost you conversions if they distract visitors.Keep your landing page copy clear and concise. Use bold font, headings, and bullet points along with other design elements to make your landing page easy to read and navigate.

A/B Testing

In a perfect digital world, we would have one highly converting landing page template. The very nature of a landing page, however, is to convert specific site visitors into paying customers or quality leads. That means that a landing page needs to speak to a particular type of person - someone who would be interested in purchasing one of your products or services.Sometimes this might take some trial and error. Putting some time and effort into A/B testing your landing page will ensure that you end up with the highest converting landing page possible. A/B testing involves publishing two nearly indistinguishable landing pages. All the headlines, text, fonts, images, and other content of these landing pages should be identical. All, that is, except one element. This will enable you to identify which elements of your landing page are more effective in driving conversions.For example, you might change the CTA button color, the call-to-action button size or placement, or even the text. You could also A/B test different headings, images, texts, colors, or the general layout of your landing page.Also, only test one element at a time. This will give you a clear indication of whether and how that particular element influences your landing page's conversion rate. Start with large-scale changes, then test smaller ones.Every element on your landing page should serve a very specific purpose. Whether you own a small business or run marketing for a large corporation, having a strong landing page or pages can help you meet your conversion goals. Ampry knows just how to do that. Find out more with a free strategy call today!

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