landing page

A common question we come across about landing pages is “is it not the same as a website?”. While we see the similarities, you’re directing traffic to a particular page to generate sales, a landing page is ONE specific page for ONE specific goal. A website has different pages people can explore and learn more about what you do. While both are important, a landing page is better suited for an upcoming campaign or an event to increase visibility and drive warm traffic to carry out an action. 

In this blog, we’re going to discuss what IS a landing page, how to create one that converts and a bonus tip on color theory that will make your landing page stand out, 

A landing page is one page designed to generate warm leads for a particular goal. Customers that click on your landing page know about your business already and have taken an interest in what you do. 

This goal could be newsletter signups, signing up for a demo, social media campaigns, registering interest in a product or service, and so much more. 

At GoViral, we create landing pages for our long-term clients, Jabra, for the events they attend like GITEX Africa, Infocomm, and ISE Barcelona. 

These events increase the visibility and awareness of the brand, building a community of loyal customers and generating warm leads. 

For each event, a specific landing page is created to drive conversions focused on signing up for a demo before, during, and after the event. This keeps Jabra top of mind for their customers and encourages them to keep coming back, even after the event is over.

Ok, so where do I find customers to drive traffic to the landing page?

We thought you’d never ask. 

While traffic can come through social media platforms alone, using PPC (Pay-per-click), advertising, and email marketing campaigns can increase your chances of directing traffic to the landing page.

A PPC campaign pictured below can increase visibility and drive more traffic ahead of an event. 

Remember, you’re sending WARM traffic to your landing page. They already know you and have shown interest in your business. 

There are key details to keep in mind when creating a converting landing page.

The reasons for landing pages not converting are the call to action isn’t strong enough, the visual design doesn’t pop out and most importantly, the copy isn’t intriguing enough. 

When your warm lead clicks onto your landing page, it needs to have all the key information above the fold (this is the first area you see when you click onto any page). 

Your landing page needs to sell itself. 

Our biggest advice is CUT. THE. FLUFF. 

Cutting the fluff means no complex terms and large blocks of texts. 

Above the fold needs to have information that a customer can read and know exactly what the landing page is about. 

Let’s go through the top information needed to make your landing page a hit and secure that conversion. 

The average conversion rate for a landing page is 9.7%. However, vital information that can secure the conversion are the headline to capture attention, sub-headline messaging that’s tailored to the specific audience, social proof to get them over the line, and a strong call to action to take the next step.

Anything else can be placed below if the customer wants to learn more about the sales messages.

1. A Captivating Headline

Think of a good article you’ve read, a strong LinkedIn post that made you feel seen, or a viral TikTok that called you out. 

Ask yourself WHY you stopped reading. 

We’re 100% sure you stopped because the headline caught your eye and intrigued you to keep reading. 

If your headline isn’t strong enough, people are going to swiftly click out of your landing page.

Another reason why customers scroll past is because the headline has too much fluff. 

It’s created for the purpose of everyone and anyone, and unfortunately trying to speak to everyone leads you to speaking to no one. 

In your headline for your landing page, it needs to convey the benefits of the conversion, a time-sensitive offer, or an easy solution to their problem. 

Your headline should be clear and straightforward so the customer understands. 

How did they get onto the landing page? If it’s through PPC or advertising, make sure it’s relevant to what they clicked on. 

Customers want to feel seen and heard so your headline should emphasize and SPEAK directly to their problem, placing you as the solution. 

2. A  Sub-Headline 

A captivating headline will get the customer’s attention but the sub-headline is written to reinforce the customer with extra details and benefits the customer needs to know. 

Your subheadline should include your unique selling proposition (USP) that makes you stand out and encourages your customers to carry out the conversion. 

After all, your customers need to know why YOU’RE different. 

Messaging that not only has the features but the benefits of the product or service encourages customers to stay on the page and convert.

Messaging that’s tailored to the customer significantly increases conversion rates compared to a generic landing page. 

3. Scroll Stopping Hero Image 

Pair a captivating headline and subheadline with a strong hero image and you’ll have your customers’ attention. 

Your hero image is an important aspect of your landing page because images, videos, and graphics can emotionally persuade someone to take action. 

Our brain processes visual information quicker than text alone so combining the two creates an impact. Your hero image should be displayed in a way that the customer can visualize the benefits of the product or service. 

4. Show Me the Proof 

Client testimonials, reviews, and ratings are a sure fire way for customers to convert if they see other customers are happy.

Showcasing social proof boosts your credibility and authority around what your product or service offers. 

Displaying reviews can increase conversion rates by 34%.

5. A Focused Call-To-Action 

Your CTA is the driving force on your landing page and primary conversion metric.

There’s nothing worse than designing the perfect landing page and the call-to-action is too weak. 

Your CTA should be obvious in its design (color psychology tip below), and compelling in the copy to get people to act. 

We’ve given you the top five areas of a landing page that needs to be effective but we’re going to go one step further by giving you a bonus tip. 

When you’re making a landing page, one thing that’s not taken into account as often is COLOR. 

Color theory can impact whether someone will carry out your desired action on the landing page. Designers have been aware of color theory for a long time, and how the visual impact can lead us to have different emotional responses. 

Two ways color theory relates to a successful landing page are the contrasting color combinations and readability along with psychological color associations. 

We associate certain colors with different emotions and using color to create your landing page can increase the chances of conversion. 

Red promotes urgency, green promotes balance and refreshment, orange is associated with warmth and security, black exudes sleekness and efficiency and so forth.

By using this knowledge to your advantage and understanding each color association, you can create your landing page effectively. 

Take Apple’s very simple color combination. The contrast of black and white is easy for people to read, making it accessible while the white background compliments the bold black that exudes efficiency and sleekness. 

Think about the emotions you want your customer to feel and play around with contrasting colors to be able to ignite that emotion. 

It’s the finer details that transform the conversion rate.

We’ve deep dived into the main areas you need to pay attention to when building out your landing page. Whether it’s for newsletter signups, a discounted offer, or a marketing campaign, the landing page should be clear, direct, and achieve the end goal.

Don’t be afraid to A/B test different landing pages to see what works and what doesn’t, it’s a process.

If you’re looking to create a landing page but feel overwhelmed about the different aspects, contact us at GoViral to help you build a landing page that converts.