Did you know that the average conversion rate for a landing page with a signup form is 23%?
That’s huge! And a big incentive to start using landing pages in your online advertising.
But how do you get started in creating a landing page? And more importantly, what should you include on your landing page?
We’re going to answer those questions in this post.
And if you read until the end, we’re sharing a few high-converting landing page examples we made for real clients.
So first things first, let’s quickly answer the question:
What Is A Landing Page?
We thought this article explained it perfectly. It says a landing page is:
“a standalone web page that potential customers can “land” on when they click through from an email, ad, or other digital location.
A landing page aims to capture information from contacts in exchange for something of value…
…such as a retail offer code or business-to-business (B2B) insights in the form of a white paper (or lead magnet).
Landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website.
They serve a specific purpose in a specific moment of an advertising campaign to a target audience.”
So a couple of takeaways there:
- A landing page is a standalone page.
This means if someone went to our main website www.lyfemarketing.com…
…they wouldn’t be able to navigate to one of our landing pages from clicking around on our website.
- A landing page is not publicly accessible from your main website.
That’s what makes landing pages, as the article described, made for a “specific purpose, ad campaign and audience”.
It’s because the only people seeing this landing page are people you send the URL to either via the form of an email or an advertisement, as examples.
- The best landing page examples usually offer an exchange.
The customer gives you their contact information in exchange for something valuable from you.
This leads us to the next thing we want to talk about which are the 6 ingredients you need for an effective landing page.
After that, we will be giving you some real-life landing page examples that we made for our clients.
Landing Page Examples: 6 Ingredients That Made Them Effective
If people are going to relinquish some of their privacy by giving you their contact information…
…they need to be receiving something of value to them in return.
In the marketing world, this is what’s called a lead magnet.
What’s most popular for B2C and eCommerce stores is to offer a coupon code in exchange for the customer’s email address.
If you’re B2B or a service-based company, we share a ton of lead magnet ideas in our B2B marketing post so be sure to read it next.
But there are two important things to keep in mind when choosing what you want your offer to be.
- Make sure it’s something your target audience actually wants and cares about.
- Keep it to one offer.
Don’t start upselling before they’ve committed to the first offer. Also, don’t start distracting them with offers on other things.
“Putting multiple offers on your landing page can reduce conversions by 266%.” So don’t do it.
Now, before we move on to the second must-have component of a landing page…
…we just want to quickly remind you that our new social media ads training course is out now.
If you want to level up your social advertising skills, then this course is for you.
When people land on your page, they need to be able to quickly understand who you are and what you can do for them.
A big part of this is making sure that whatever source sent them to your landing page aligns with what’s on your landing page.
So the verbiage and aesthetic of your email or advertisement need to match what’s being displayed on your landing page.
For instance, if your Facebook ad campaign is promising a discount with words like “Sign up for 15% off!”…
…then that same language needs to appear above the fold on your landing page.
“Above the fold” is just a term that’s referring to what’s visibly present on the upper part of your landing page without having to scroll.
Another great way to ensure you have a clear message is by having a few quick, clear sentences as opposed to a big chunky paragraph of text.
And that’s because people will not read the paragraph.
They will just skim the headline and if it doesn’t promise them what they were looking for, they’ll click off.
“90% of visitors who read your headline will also read your call-to-action (CTA).”
So once you’ve delivered a clear message above the fold, you need to tell them exactly what you want them to do.
If you’re wanting them to exchange their email address for a coupon code, your CTA button could say “Claim code” or “Sign up now”.
But you want the CTA to be clear in the message as well as visibly clear on your page.
They should instantly know right where to click to get what they want.
If they have to scroll or read a lot to find your CTA button, it’s in the wrong place.
So what do we mean by that?
Well, the lead form includes the fields that your customer fills out.
You can put as many fields as you want, asking for whatever you want, and you can make them optional or required.
So there are kind of two extremes you can go with your lead form.
On the one hand, you can require their email address and that’s it.
But that doesn’t really qualify your leads, and you may end up with a ton of spammy or unqualified leads that aren’t going to convert.
On the other hand, you could go a little too far in asking your audience questions – either in quantity or in quality.
For instance, apparently “requesting age reduces conversion rates.”
So even if you only asked for email and age and that’s it, the general public doesn’t seem to respond well to that type of question.
Perhaps it makes them suspicious as to why you would need that, more private, information.
And in terms of quantity of questions, it’s been said that “reducing landing page form fields to just four, can boost conversions by 120%.”
So we think the sweet spot is to ask 2-4 questions to help qualify your leads.
But make sure the questions you’re asking will truly help you in filtering out unwanted leads without scaring off the customer.
Take us for example. Our target audience is small business owners who are looking to grow their businesses.
So our 4 questions on a lead form might be:
- Phone Number
- What industry are you in? / What’s your marketing budget?
And then we provide them with a list of ranges for options. If you want to learn more tips in online lead generation, here’s a post for that.
This will look different depending on your industry and type of business.
But essentially social proof is where you show how other people have benefited from your product or service.
This might look like a quick case study, a video, some before and after pictures, reviews, etc.
You just want to show how other customers, just like the ones visiting your page, have purchased your product or service and raved about it.
Social proof is typically displayed a little further down on the page below the fold.
And that’s because you don’t want it to distract away people from your CTA.
But it’s there for your curious customers who need to keep reading a little more before committing to filling out your lead form.
“Conversion rates drop by 4.42% for every extra second of page load time.”
That’s way too many leads to be losing out on just because of a technical error that can be fixed!
And when we talk about page-load time, we mean both on mobile and desktop; your landing page needs to be optimized for both.
So those were our 6 key ingredients that go into a successful landing page. For more tips on landing page optimization, read this post next.
Real-life Successful Landing Page Examples
H-Massage performs massages for people here in Atlanta.
And we drove over 400 leads for them by driving traffic from social media to a landing page that we created.
This is the landing page.
So as you can see, we just have a stock photo of a woman getting a massage, and we put our CTA button in pink so it would stand out among the other text.
The other surrounding text included:
- their hours and what the offer is,
- showing how much each massage package is with the discount, and
- this language and imagery align with what the customer saw on the ad that sent them to this page.
When you clicked on the CTA, a lead form popped up asking for their basic contact information to get the coupon.
And look at the comments we received on the ad.
This is proof that you don’t need to spend lots of money on a super complicated landing page.
Sometimes keeping it simple works!
2. Brick Staffing
They are “a staffing agency that services the entire United States. They specialize in helping businesses find the right candidates to hire.”
They came to LYFE Marketing to help increase their pool of qualified businesses that need help in recruiting.
We drove 876 leads for them…
…by sending traffic from Google to this landing page we made.
So with the text here, we’re addressing their audience’s pain points of stress and budget right out of the gates…
…by telling them they can hire skilled employees with minimum stress and without going over budget.
And just above that, we have the client’s logo which says “Recruiting Services”.
This gives the customer a clear message as to what this company is and what they can do for them.
Then when you click “Learn more”, you can see they have 5 required questions, asking for:
- phone number,
- what industry you’re in, and
- whether you’re a candidate or a client seeking service.
This helps our client qualify their leads.
As well as filter out the bad leads because remember they don’t want candidates, they want businesses who need recruiting services.
3. Studio Orthodontics
They provide orthodontic care at two offices in Texas.
And we generated 51 leads for them…
…by sending traffic from Facebook to this landing page we created for them.
They were offering $2000 off braces, so this was the lead magnet we used to gather lead contact information for them.
The call to action here was to schedule a consultation.
And you can see down at the bottom that they’re kind of preemptively tackling some objections their audience might have about:
- insurance policies, and
Also, you can see that we’re using imagery of younger teens and older teens with braces.
This is to further help deliver a clear message of what they do, who they help, and how.
We generated their leads at $5.80 per lead, giving them a super-profitable outcome for every lead they closed.
And that about wraps up everything we had for you today.
We hope this post was helpful for you as you go forth to create your own landing pages!
And if you need help with generating more leads for your business, head over to our lead generation services page today. We’d be happy to help!