I wish I could tell you it was a simple, straightforward formula that guarantees our landing pages convert. But in all my years in content marketing, I can tell you that successful landing pages are a result of diligence, testing, and learning to recognize what benchmark strategies you can implement to boost great results.

Remember, no two businesses are built the same. What works for my brand, for example, may not necessarily work for yours. Nevertheless, here are some best practices that are relevant to most businesses that I’d like to share with you:

1. Get to Know Your Customer

Landing page visitors don’t just appear out of nowhere. You have to drive them to your landing page purposefully. That means setting aside time to create social media posts, create content, and develop ads. In these efforts, how well you know your customer can spell the difference between a landing page that converts and one that gets ignored.

Apart from knowing the basics of who your customer is, you also want to know things like how the customer found the landing page to begin with. Most importantly, you want to understand what specific challenge they are trying to solve or address. If you can, find out how they’re currently feeling at that specific stage in their journey—when they reach your landing page—so you can communicate to them better.

2. Work On Your Call to Action

Your landing page’s call to action is a critical element for conversion. If you offer your CTA too early, you risk turning off your potential customer and they’ll bounce right off your page. If the offer is weak or unrelated to your customer’s motivations or the process, you’re presenting is too complicated, you’ll likely get the same results.

Write your CTA so it’s relevant to your customer’s needs. Make sure it matches the content on your landing page. Make it simple, short, and credible, and be sure that you deliver value.

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3. Make an Irresistible Offer

At the end of the day, no matter how well you’ve designed your landing page and no matter how carefully studied the placement of your CTA is, it’s not going to convert if it’s not tied to a great offer.

Offer something that potential customers won’t be able to resist—something that they need or strongly desire. Focus on why they need to take advantage of your offer immediately.

More importantly, spell it out. By eliminating the guesswork of exactly what you’re offering and highlighting every key feature or detail that will sell your product or service, you’ll see a big spike in your conversion rates.

Bottom Line

Keep these best practices in mind when crafting your landing page. I always tell my clients that it’s best to test and find out what really gets you results so you can replicate it across different campaigns.

Hope my answer helps! If you have any questions, feel free to reach out to me via Leadspanda. I’ll get back to you as soon as I can.