landing page elements for a high converting landing page

The Elements of a High-Converting Landing Page

folder_openConversion Rate Optimization

Has your website’s conversion ratio declining for a while, and you don’t know how to fix it?

This is a common problem for businesses.

We always look at the destination first. This means that visitors are going to a landing page. Even if you have the most stunning website, if your landing pages are not optimized, you could miss out on many business opportunities.

Please continue reading to learn more about landing pages and the elements required to convert them.

Landing Page vs. Homepages

If you’re new to digital marketing, you probably don’t know how a landing page differs from a homepage. The fact is they have unique roles.

Both can be seen on your website and help you attract new customers. However, their purpose is the same. Consider homepages as your storefront. It’s what customers see when they enter the front door.
Homepages are like branding hubs that direct visitors to the information they need. Your homepage should promote your brand and not focus on specific products. Homepages are the whole picture.

Have a look at this homepage below:

midway services

Although the design is great, selling a product with many choices isn’t easy. Instead, users will have to find exactly what they’re looking for.

navigational menu

A landing page is, by contrast, a page that is designed to encourage visitors to take a particular action, such as making a purchase or signing up for an email newsletter.

Companies that order pay-per-click (PPC) advertising also creates strategic landing pages. Advertisements direct buyers to the landing page by a strong call to action. Landing pages are the final step in closing the deal.

How Snap SEO sets up Client Landing Pages

You can create landing pages for products and services. They offer a variety of options. However, certain marketing-based elements need to be present for it to be effective.

Conversions can be difficult, as we all know. According to the “Marketing Rule of Seven,” potential customers must interact with your brand a minimum of seven times before taking action.

Conversions such as signing up for an electronic newsletter are often easier than others, making them more expensive.

Wordstream reports that the industry-standard conversion rate for visitors is 6.98%. This means that only seven percent of visitors convert for all the money spent by carmakers, attorneys, and home goods retailers.

It seems a bit low, doesn’t it? These companies might not have all the elements necessary for conversions.

The Snap Google Ads Management / PPC landing page conversion ratio is 19.55%.

Here is proof that Snap SEO's average conversion rate is 19.55%.

How do we do it? A two-pronged strategy is what we use. First, We ensure that PPC ads are fully optimized and include the best text and imagery. This will ensure that more visitors to your landing page are relevant.

Secondly, Every landing page contains the key elements necessary for high-performing conversions.

Your most important information should be included “above the fold” when creating landing pages.

Concentrate on your Web Content “Above the Fold”

You might be wondering what “above the fold” actually means. It was originally a term that described what appeared above the fold in a newspaper, but it now refers to all the content in the upper half of your webpage.

While there is no “fold” in a webpage, it refers to everything the visitor might see before they start scrolling.

Here’s an example of “above the fold.”

An example of "above the fold" from a cleaning company homepage.

Our staff here at Snap SEO have worked with thousands of businesses. We’ve reviewed hundreds of heatmaps, data and page views from thousands.

What do you notice about each of these heatmaps below?

Example #1

Homepage heatmap of SalesFuel. A hiring company.

Example #2

Homepage heatmap for an elevator repair company

Example #3

Homepage heatmap for a company that offers stuttering therapy.

The red section is the most popular part of the page; it’s where visitors click and look. To indicate the average fold, we also added a line. As you can see, the most valuable content lies above the fold line.

When we design landing pages for clients, we ensure their key information appears “above the fold.” We also incorporate the top elements for a high converting landing page.

The Top Elements of a Converting Landing page

Below are the elements we incorporate into every landing page order. Each of these elements is required, whether working with a plumber, cleaner or yacht broker.

We have a 19.55% average conversion. Consider the requirements for your page to be effective.

Headline

Your headline is the most important text on any landing page. The headline should grab visitors’ attention within seconds of them navigating to the page. Multiple headlines will be tested to determine which one is the most effective.

Your main keyword or phrase should be included in your headlines so that the reader understands what the page is all about.

Your Offer

Once you have a visitor’s attention, you need to entice them with an offer. What is your customer seeking? If you don’t know, it may require some research. Here’s a warning: the content of your campaign can make or break it.

Your audience will be “cold,” meaning they have never met you before. We create low-barrier offers. We’ll start with discounts, free consultations, downloadable lead magnets, free videos, and more.

Whatever we do offer, we ensure it’s more valuable than the visitor’s concern about submitting their personal information.

No Navigation & No Outside URLs

This step is important! You’ve just spent all of this ad money to get a visitor to your landing page, and the last thing you want to do is send them away. Never provide navigation away or links to external URLs.

Visitors should have only two choices: convert or bounce off. Your landing page design should be focused. Do not leave anything to the imagination.

CTA (Call to Action)

As we have said, the CTA is your landing page’s heart and soul. Visitors should only choose that option.

What is a good call to action? This is usually a button that’s prominent with a brief phrase such as “Order Now” and “Claim My Free consultation.” It should be supported by all the copy on your landing page.

Social Proof

Online consumers love reviews. 68 percent of online consumers will read only one to six reviews about your business.

Potential customers will be more likely to trust you if you provide testimonials, reviews, and trust badges. For new users and cold traffic, social proof is particularly important.

You can easily add client testimonials to your landing page:

See how easy it is to add testimonials to your landing page.

Page Speed

What is the average time it takes for your landing page to load? Your conversions could be affected by a slow page load.

Google recommends that load rates should be under five seconds for both desktop and mobile platforms. Snap Google Ads Management’s landing pages are optimized for speed and often exceed Google’s guidelines.

Many of our clients have never tested their page speed before. GTmetrix is a great tool to check your page speed.

Speed is the main focus of our landing pages. As you can see, this page loaded in 1 Second.

An example of checking the page speed of a cleaning company landing page.

Mobile Optimization

More people now use mobile phones to search the internet than a desktop computers. More than half of internet traffic now comes from mobile phones, a 222% increase in the past seven years.

Mobile shopping is becoming more popular. Your website must support this format. A messy mobile version will make customers leave faster than a clean one.

See how one cleaning company optimized its mobile website:

A mobile optimized site for a cleaning company.

Simple to Read Copy (No Long Paragraphs)

We ensure that landing pages are easy to read and can be scanned easily. This is a good practice for any web copy, especially landing pages.
According to one marketing study, online users only read 20% of the text on an average page. This means that you must eliminate unnecessary fluff and make each word count.

Your copy should focus on the customer’s problems and how your product/service solves them. We at Snap SEO break it down to 80% of what visitors are looking for and 20% about our company.

Below is an example of effective copy and layout:

An example of short copy appearing below the fold.

This company used graphics and headings to assist skimmers, as you can see. All the important details can be found within seconds.

Conclusion

Now you should be able to distinguish between a landing page and a homepage. Because we cover all elements in this article, Snap SEO doubles the average conversion rate for landing pages.

We don’t have any secret information or secrets. These high-converting elements are used to optimize landing pages for our clients. We make any necessary revisions.

Our company employs some of the best copywriters, designers and PPC ad managers on the market.

Are you looking for help setting up landing pages or optimizing existing ones to increase conversions? Reach out to our PPC specialists or CRO specialists today!

Tags: landing page

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