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How to Build High Converting Landing Pages

There are so many elements that a good landing page needs, and making those elements the "best" can be often depend on what your goals are. If you are looking to create a successful landing page, it is helpful to learn what important parts go into a great landing page.

So, what is a landing page? This is where browsers land immediately after they click on your banner ad, PPC ad, or promotional email. It can be a specific page on your website, or a separate page created exclusively for search engines. A landing page is designed to direct visitors to take a specific action, such as making a purchase, completing a registration, or subscribing to your mailing list. Your landing page pretty much determines the success of your ad campaign.

A good landing page equals good ROI. Make a mediocre landing page and you have needlessly wasted your money. To increase your chances of generating a large income, make sure not to break the following rules:

Rule #1 – Relevance and clarity increase success

thumbtack design

Screenshot of Thumbtack: All the prospect needs to know, plus a clear call to action.

Visitors spend only a few seconds on your landing page before they decide if it is relevant and useful for them. If your visitor is not able to find what they need, or if your website is poorly laid out and not very functional, they will quickly abandon the page.

Instead of risking this outcome, make sure that the precious few seconds you have your visitors’ attention, count for something. Anticipate the questions they are likely to ask, and provide those answers.

  • Is there adequate information?
  • Does the landing page have what I am looking for?
  • Can I trust this website?
  • How much time is this going to take?

For any conversion to occur, your landing page needs to arouse the interest of your visitors enough for them to stay there and complete the action you have suggested.

Rule #2 – Never direct ad traffic to your home page

Do not drive traffic from your promotional campaigns to your site’s home page. Generally, a home page is packed with information, and there are usually a large number of different actions a visitor can select. As a result, the most important action that you want your visitor to take could be missed.

Thus, your goal is to drive traffic from promotional campaigns to a landing page that is focused on completing one single objective – getting the visitor to take the action that is the goal of your campaign.

Having a landing page that is effective is a key component to helping you convert browsers into buyers.

Rule #3 – A good landing page follows a precise structure

landing page structure

A headline that is benefit-oriented

Your headline is the key. If the visitor gets to your page by clicking on an ad, your landing page needs to correspond to the ad’s text. If your PPC or banner ad reads, “Breakthrough system in treating Lupus,” then this same phrase needs to be included in the landing page’s headline.

Short and relevant copy

Make sure that your content is clear, concise, and relevant. Never include too much text on the landing page, as the visitor must be able to quickly read through the spiel. You can achieve this by using bullet points to focus on key information. Make sure the ad’s language is also retained in the landing page copy.

  1. Focus on getting visitors to take a single action.
    There must be only one action for the visitor to take. That could be making a purchase, subscribing to a newsletter, or something else. Do not provide several options on your landing page as it will negatively affect conversion rates.
  2. Make sure there are no distracting navigation links.
    Remove all clutter from the landing page, including buttons, links, menus that have nothing to do with the current ad campaign. This way, the visitor cannot miss the message due to distractions drawing their focus onto something else. Their only focus is this page.
  3. Include a visible subscription form or a checkout option.
    The single action you want the visitor to take has to be obvious, so make it noticeable. Make your sign-up form large so that it stands out, use a big and vivid ‘checkout’ button, or whatever your action is. If the landing page is long enough for scrolling, then make sure to duplicate the form or button at the bottom of the page as well.
  4. Maintain your brand.
    Create your landing page so that it looks like your site and your brand. Use the same font, the same colors, etc. – it must have the look and feel of your main website to raise awareness of your brand.

You also need to make sure that your landing page loads fast. Visitors are impatient – when pages load slowly, they hit the back button and go elsewhere. You can use Google Page Speed if you would like to measure your load speed and get suggestions on how to improve it.

All in all, the last step of building landing page is testing. Running ad campaigns with Adsterra is easy and comfortable because our account managers are avaliable to help you unlock the power of targeting options and choose the most suitable priving model for your campaign.

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Written by Stasia Sevastyanova

Stasia Sevastyanova

As the Head of PR department at Adsterra, I have developed passion for art of digital advertising. With lots of hands-on projects, and limitless creativity, Adsterra has opened my eyes on the ability to change digital world. I have big ideas and always aim for the win.

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