How to Create a Landing Page That Converts Leads to Sales

How do you make a landing page that can help maximize your ad budget? 

With more than 4.48 billion people worldwide now active on at least one social media account, converting leads to sales is easier for business owners and marketers today than ever before. 

With old school forms of advertising - print, broadcast, word of mouth - it was harder to know which ads were converting and which weren’t getting the results you intended. 

In digital marketing, you don’t have to rely on your gut feeling and monitoring store traffic to gauge if changes are needed to your marketing strategy: you have immediate access to relevant metrics and data to see which areas of your ad creatives you could build on and which to ditch. 

If you’re new to digital marketing or seeking the formula to convert cold and warm audiences into buyers, don’t feel overwhelmed: let us first outline 3 things you need to know when planning out your ad campaigns before we dive deeper into creating a landing page that can boost your sales. 

Know your goal

Before you promote any sort of product or service on social media platforms, you must first understand why you are there and know what you want to achieve from it. Most entrepreneurs and marketers tend to make the mistake of rushing into a new product release or sale without mapping out their marketing strategy using S.M.A.R.T. goals.

Will your landing page aim to acquire new leads by growing your email or contact list? Or are you already further along in your conversions funnel, allowing you to more aggressively promote your brand to your warm audience?

Know where your audience goes

Is your target market more active on Facebook? LinkedIn? Instagram? Youtube? Twitter? With so many different social media platforms, how do you know which will work best for your business?

The truth is, finding the right answer to this question can be one of the most difficult tasks for entrepreneurs and marketers as so many factors come into play: age, demographic, behavior, location, upcoming events... There is clearly no one-size-fits-all audience pack you can rely on to know which type of social media platform your audience spends most of their time in. 

The ideal solution would be to test similar ads on different platforms, but if you're tight on budget and time, creating the perfect landing page can be crucial for your business.      

Know what your audience likes

With social media advertising, it's also a game of knowing what can trigger your audience to make them click through to your landing page. 

They may not initially be that interested in buying what you have to offer and that’s perfectly normal. It takes time for someone to trust a brand that they’ve probably never heard of before. 

If you want to have a better grasp of how you can lead your audience deeper down your conversions funnel, you must understand what type of content will grab their attention - this handy guide to the psychology behind virality is a good jumping-off point.

Now that you have the right goals and know more about your audience’s preferences, you are ready to get started on creating a killer landing page. Just bear in mind that the format of one landing page might work wonders for one business while it could fail miserably for another. Use the following steps to get it right:    

Craft a captivating headline

Apart from the graphic, the headline is one of the first things your audience will see when your landing page opens. 

You need to concisely solve the problem of your audience in one line. As advertising icon David Ogilvy said: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Offer an incentive

Who doesn’t love a free subscription or discount? If there is one thing we know for sure, it’s that everyone wants the biggest bang for their buck. Offering an incentive can also increase trust. The ‘try before you buy’ technique demonstrates that you have faith in your product or service - you’re not hiding anything. 

Make your landing page persuasive

When potential customers visit your landing page, they don’t want to face ugly blocks of text. It has to be attractive, informative and easy to navigate. You already have their attention. What they want from you now is something clean and user-friendly that gets to the point fast. 

Make your landing page as persuasive as possible by adding customer testimonials, including a video that shows the benefits of your product or service, making different payment methods available, providing clear information on delivery, after sales service, and refund policy. Put yourself in your customer’s shoes - what would compel you to make a purchase?

Send out a final call to action 

So they didn’t convert on their first visit. That doesn’t mean they’re not interested. They just haven’t warmed up to you yet. As they browse your landing page and learn more about your brand, create a popup message politely asking for their contact details. This way, you can reach out to them on a personal level by asking them if they’ve made a decision or if there’s anything you can help them with.

Make sure your landing page loads right away

Every second counts. With humans having an average attention span of 8 seconds, the last thing you want is for nobody to view your landing page because of its loading speed. You can speed up the loading time of your landing page by optimizing images, reducing the number of external links, and enabling browser caching.

Want to measure the speed of your landing page as well as your competitors? We recommend using Google’s free tool PageSpeed Insights.  

For more ideas on what works, here’s an excellent piece from Hubspot giving examples of some superb landing pages. Final word: Never settle on your first attempt - pay attention to what gets results and what doesn’t and you’ll ultimately crack the code for your specific market.  

“Do not be embarrassed by your failures, learn from them and start again.” - Richard Branson

Author:

@Derick Quinanola

Date:

11-01-2021

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