Best Practices for Creating Landing Pages that Convert

You’re probably doing everything you can to attract new consumers online, but what are you doing to get consumers to convert into a lead, either by calling, emailing, filling out a web form, or taking some other action? Because you only have a few seconds to capture consumers’ interest online, it’s critical that you present a quality landing page – the page that appears when a consumer clicks on an online ad – to help drive more conversions for your business.

1. Create Custom Landing Pages

If you have multiple offerings or audiences, you are probably targeting different types of consumers with your online advertising. So why would you send those different consumers to a single place, like your website’s home page? Instead, you should create custom landing pages for the different types of products, services, or audiences that you target advertising around. For instance, if you’re a local garden center, the landing page for your new organic fertilizer should be vastly different than one for a children’s planting class. The landing page should also match the design and message of the targeted ad, so when consumers visit the page, they know they’ve come to the right place.

2. Put the Most Important Information First

It sounds obvious, but your landing page visitors shouldn’t have to hunt for the information they need to convert. Your business name and location, contact information, and a clearly stated call to action should be placed at the top of your landing page, so your visitors immediately know who you are and how to contact you – which is why they’re there in the first place.

3. Make Your Headline Stand Out

We as humans have a short attention span. Research suggests you only have about five seconds to grab a consumer’s attention on your site, so you need to make a splash. One thing you can do to grab their attention is to have a compelling key message for your landing page, typically in the form of a headline. Your headline can be anything from a competitive differentiator or specialty to a common pain point your product or service addresses. Make sure it is specific to the product or service you’re promoting and that it’s consistent with the advertising that is bringing people to your site.

4. Get Rid of Clutter

If your landing page contains photos of your store, an exhaustive product list, and tons of other details, chances are your visitors are so overwhelmed with information that they don’t know where to look, or even what you’re trying to sell. A landing page should focus on the main product or service you want to promote, and any photos and text (i.e., product photos with captions, customer reviews, key benefits, etc.) should directly support that offer.

5. Add a Video

For consumers interested in learning more about your business, a short video is a great opportunity to provide additional information and build trust with online consumers.  Several studies have shown that videos engage consumers and lead to more conversions than sites without them. For example, you can create a video about how to use the featured product or share a testimonial from a happy customer. Keep your video under 60 seconds – anything more risks losing a consumer’s attention – and follow these recommendations from YouTube for creating an effective online video.

6. Proofread

Even if your landing page is clean and your content is outstanding, spelling or grammatical errors can quickly make your business look unprofessional. A glaring typo or expired offer can drive away potential customers. Did you accidentally list that $100 hourly rate as $10? Small mistakes like these can be costly for your business, so it’s best to always double-check everything you post.

A great landing page should include a clear path for conversion in the form of a call to action and supporting messaging and images to encourage users to take that action. By creating a compelling landing page, you can increase your chances for getting more customers from your advertising. Learn more about online advertising on our website.

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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