How to Build Landing Pages That Attract, Engage and Convert Leads

Did you know? A good landing page increases conversion rates by more than 85%[1]. This has an immense impact on your business and/or nonprofit, and therefore, creating an attractive and mobile-optimized landing page for your brand is a no-brainer. Before you get started with creating the perfect landing page, try to remember your goals and brand message. Whether you are inviting subscription for your content or signups for your products/services/events, you are essentially solving a core need of your target audience. Keeping this in mind will help you to steer clear of confusing elements in the landing page. Once you have identified your goals and the relevant keywords, you can start building your landing page. In this post, we at Kprise bring to you a step-by-step guide on building landing pages that rock!

1. Begin with an attractive heading & subheading

The headline, i.e. the introductory text in large, bold fonts in the top banner section, is the most crucial element of your page. Make it crisp, simple and punchy enough to grab the viewer’s attention. This creative and compact headline offers a one-line synopsis of what your brand stands for. Below the headline lies the subheading. The subheading should be persuasive so that people will read it instead of scanning it. As a rule of thumb, you can cover slightly more information in the subheading than in the principal heading.

2. Use appropriate keywords

Research your root keywords well to identify long-tail keywords that complement your user-intent. You can use tools like Google Keyword Planner or SEMRush for this purpose. Try to use keywords that relate to your domain. Apart from text content on the page, also add keywords to your images and index your landing page with the relevant keywords for a strong SEO. Following these steps will draw in higher traffic by making your landing page rank higher in search engines.

3. Focus on optimizing page loading speed

Make sure that high loading time of your landing page is not adversely affecting your conversion rate. In today’s age, instantaneous load-time is expected by online viewers, without which you may lose your audience who tend to have a limited attention span. You can use various tools to improve your speed and get customized reports on your website’s performance as per industry benchmarks.

4. Use pictures and videos

Using visual elements like video clips & pictures can rapidly increase the engagement quotient of your landing page. Visual elements stimulate our brains to pay attention and engage beyond what mere words can accomplish. Pictures and videos convey your message quickly to your audience. However, long videos can be a bummer. Ideally, your video should not last longer than 3 minutes. Always use high-quality images to keep your users hooked. Remember, good visual content has the potential to create a lasting impression of your brand even before your audience reads the text content.

5. Publish personalized content

Landing pages with a personalized tone have a far greater chance of success than generic & boring ones. There are various ways to incorporate personalization in content. For example, you can empathize with your target audience by directly addressing their needs, problems or goals in the landing page and demonstrating how your brand or company can cater to the same. Another way to personalize content is to use relevant case studies that represent the challenges of your target audience & how you have been able to solve them. Keep your content real, conversational and to-the-point.

6. Have a clear CTA strategy

Having ineffective CTAs or not having CTAs is a key cause of failure for even the most well-designed landing pages. CTA refers to call-to-action. It is usually a button or a link that is useful in nudging your leads into some action, like joining a product trial, signing up for a newsletter or blog, downloading content in by sharing email addresses, buying a product or service, scheduling a demo, getting in touch with your team, and so on. Therefore, a good CTA strategy is indispensable in turning your incoming traffic into leads. Use contrasting colours to highlight your CTA and use action-oriented words – like ‘Start your free trial’ or ‘Download now’.

7. Build credibility and trust

A good landing page is not all pomp and show – trust is the foundation here. One way to build trust and credibility is to add testimonials of your existing clients or stakeholders. Product guarantees, awards and accolades, trial options, and authoritative content are some of the other good ways to bring genuineness to your landing page. We all love to get reassured – place your trust-building elements in close proximity to the CTA button. This will greatly enhance your visitors’ readiness to convert.

8. Ensure a good flow of content

Ensure a logical flow of content on your landing page. By maintaining a good flow and storyline, you can guide your visitors in a step-by-step manner till they convert and become customers, donors, partners, or members. Usually, a landing page begins with an explanation of your brand, followed by the key advantages, testimonials, case studies, and finally CTAs, which are distributed across the page. This is the most common structure of a landing page.

Above all, a landing page should be easy to navigate. You can easily create a high-conversion landing page by placing the right elements in the right place so that your audience is never bored or misguided. Kprise is a leader in building attractive, elegant and engaging landing pages that attract and convert at scale. Know more about our services here: https://kprise.com/services/


[1] https://www.eyeviewdigital.com/documents/eyeview_brochure.pdf