Our 7 step process for building a landing page, designed to convert visitors into leads. Featuring landing page examples and optimisation best practices.
Building a landing page that converts is simple and great for customer acquisition. In this article I’m going to go through the steps you need to take to build a highly converting landing page and the tools available for you to use.
What Tools can I use for Building a Landing Page?
There are lots of different website development tools you can use for your landing pages and if you already have a website the chances are you can use your existing platform. The tool itself doesn't really matter as long as you have the flexibility and freedom to build your landing pages. If your platform is limited or you struggle using the tool, consider changing but bear in mind a platform change isn't usually a simple and quick job.
What Steps are Involved in Building a Landing Page?
My 7 step process for building landing pages that convert includes the following key stages:
Define Your Goal
Target The Right Keywords
Designing a Landing Page
Link Your Landing Page to Your Ad
Track and Analyse Your Landing Page Metrics
Optimise Your Landing Page for SEO
1. Define Your Goal
Before starting to create a landing page you need to know WHY you want to create the page in the first place. In other words, what your call to action will be, for example:
Fill out a form
Sign up for a free trial
Download a free ebook
Order a product
Register for a webinar
Subscribe to a newsletter
Sticking to a single goal is important because it minimises the amount of choice you give your visitors and it makes it much easier to create a truly effective landing page that focuses on a single outcome.
2. Competitor Research
You need to do your competitor research. It's crucial you have an idea of what your competitors are doing and see examples of landing pages in similar areas. Luckily, software exists for you to spy with!
With these tools you will answer the following questions:
What keywords are they bidding on?
How much does the average CPC cost?
What do their facebook ads look like?
What copy are they using to convey their own WHY?
What do the landing pages look like?
3. Target the Right Keywords
I know it’s time consuming but if you want the best results you need keywords. And you have to pick the right keywords so search engines rank your page as highly as possible. Keep in mind that long-tail (more specific) keywords are easier to rank than shorter, more general ones and often produce a higher ROI.
4. Designing a Landing Page
Next you need to design and build your landing page. A great landing page is simply one that clearly defines its value to its audience and generates leads. Here are the key elements you need to include in your landing page:
A killer headline
An amazing offer
Keep it simple with clear, concise copy
Clear call to actions
Social proof to back up your claims
A video detailing the offer and its value
Relatable photos to help the visitor picture themselves after getting the offer
Answers to frequently asked questions to reduce objections and friction
5. Link Your Landing Page to Your Ad
An optimised advert is not enough. You need to connect it with a powerful landing page, otherwise, you won't make the most out of your advert or landing page - they go hand in hand. When you create a landing page make sure your adverts direct your visitor to the right place and you’re using the same language in your ad copy as you are on your landing page.
6. Track and Analyse your Landing Page Metrics
You’ve done all the hard work and created a landing page, but how do you know it’s actually working and how can you work on increasing the conversions? Website analytics (for example Google Analytics) provide you with precious information on how they landed on your website, who they are and how they behave while being there. All these reports and analytics will help you develop the right advertising plan, grow your business faster and easier, and provide a benchmark and metric for improving conversion rate.
7. Optimise your Landing Page for SEO
Optimised landing pages according to SEO landing page best practices will drive more organic traffic because it's easier for visitors to find your page and for search engines to understand the purpose of your page. When optimising your landing page for SEO you should pay attention to the following:
Title tag - Eye catching, include keyword and brand, less than 60 characters.
Meta description - a compelling ad for the page, include keyword, less than 160 characters.
Header tags - include keywords.
Intro text - include keywords.
Content - make it keyword rich.
Image file names and ALT text - include keywords.
URL structure - include keywords.
Now it’s Time to Start Building your Landing Page
This is just one approach to landing page building - it’s not a one size fits all but you can modify the elements to suit your needs. The key takeaway here is that you should have a process, whatever that process may be and try to think strategically about the order in which you do things. Once you’ve built your landing page why not book a quick review to see where it can be improved to increase conversions?