How to increase my conversion rate with a good landing page


Key Takeaways for Increasing Conversion Rate with a Good Landing Page:

  • There is a difference between a landing page and website
  • Landing pages get overlooked in the digital marketing world
  • Quality landing page experiences can increase conversion rate percentage
  • It doesn’t cost a lot of money to build a great landing page experience
  • There are proven ways to increase conversation rate percentage with a good landing page

Advertisers spent $134 billion in Google Ads in 2019. Since 2001, advertising revenue on Google has increased every year [source].

Facebook generated 69.7 billion in ad revenue in 2019. Since 2009, Facebook has seen an uptick in ad revenue every year [source].

With the amount of money spent on advertising, one would think businesses would invest a lot of money into landing page optimization. Targeting your pages properly can increase conversion up to 300 percent. Yet 44 percent of B2B businesses direct their users to the homepage instead of the landing page [source].

The majority of advertisements have something in common. After the click, the user is directed towards a specific page on a website, which can include the following:

  • Custom Landing Pge
  • eCommerce Product Page
  • Service Level Page of B2B Website
  • Homepage

According to Unbounce, landing pages are standalone web pages, created just for a marketing or advertising campaign. Web pages typically have many goals and encourage exploration.

Since we run a marketing agency that’s worked with hundreds of businesses, we know there’s a lack of focus on the landing page experience and more focus towards the advertising creation and set-up. Yet the two work hand in hand. Google actually takes into consideration the landing page experience to evaluate quality score.

It’s extremely important to have good landing pages. Whether you further enhance a page on your website where you’re driving paid traffic or when creating a custom landing page, you want to provide the best user experience. Below are are ways you can accomplish this:

  • Strong Headline 
    • This is likely going to be the first thing people see at the top of your page. Make sure it aligns with your advertisements.
  • Contact Form Above the Fold 
    • You want to make it as easy as possible for someone to get in touch with you.
  • Answer Most Common Questions 
    • Compile a list of the most common FAQ’s associated with the product or service landing page and answer all of these questions. People clicking on your advertisement are going to have questions. When these questions can be answered, it’ll make them more likely to contact your business or purchase your product.
  • List Out Steps in Process 
    • Most people don’t know what the next steps will be after contacting your business. If you are an attorney, for example, is there documentation that will need to be filled out prior to an in-person meeting? It’s important to list these steps out.
      • Eliminate fluff content and provide more information that will actually help the consumer with next steps for contacting your business.
  • Showcase Personality 
    • If someone is going to spend money with your company, they want to know you’re legitimate. Pictures of your team will help build trust.
  • Showcase Accolades 
    • Do you have an A+ Rating with the Better Business Bureau? Has your business won an industry award? Show off your accomplishments as this is a trust indicator.
  • Embed a Video 
    • Video will further enhance the personality on your landing page. Even if you don’t meet with your prospective customer in-person, a video can help make that personal connection. 97 percent of video marketers reported that video increased user understanding of a product or service, and 76 percent reported video helped them increase sales.
  • Include Menu/Navigation 
    • In the past, it was commonplace to create a landing page with no place to escape. There was no menu option to click into other services. We recommend letting the visitor to your site browse around so they can learn more about your business.
  • Include Physical Address 
    • A physical business address adds an extra layer of trust. Someone who is going to pay money for your service or product wants to know you are not someone who will be in town for a couple of weeks before leaving. They ultimately want to know they can find you if all hell breaks loose and you won’t disappear.
  • Incorporate Live Chat 
  • Downloadable Content 
    • So many people try and just generate leads from the first visit when someone is still in the decision making process. Imagine if a dentist offered a 15-step eBook to keeping your teeth clean in your 20’s and 30’s. Even if you weren’t booking an appointment immediately, you’d be tempted to enter your email and download the .PDF, which would mean the dentist could continue marketing to you.
  • Email Capture 
    • The downloadable .PDF is one way to capture emails. You can also offer a discount code or a free consult. There are many clever ways to capture email addresses from landing page visitors.
  • Testimonials
    • 76 percent of consumers trust online reviews as much as personal recommendations [source]. Including testimonials on your landing page will continue to build trust.
      • Our agency recorded video testimonials of our clients. We use this for sales collateral all of the time. You can view these video testimonials HERE and HERE
  • Strong Call-to-Action 
    •  Do you clearly state the call-to-actions throughout your landing page? Don’t just say, “Contact Us.” Make sure to explain exactly what’s happening when they contact you.
      • Contact Us for a Free Consult
      • Get In Touch with Our Attorney
      • Schedule Test Drive with New Car
  • Mobile Friendly 
    • This is stating the obvious but make sure your landing page is mobile friendly. Over 65 percent of website traffic comes from mobile. On your mobile device, it’s recommended to place the phone number at the top of the lander so someone can easily call into your business.
  • Provide Bullet Points and Avoid Long Blocks of Paragraph Text 
    • People like to skim content. Bullets with strong headlines are a good way to tell a story without making the consumer read long, chunky paragraphs.

If you are looking to get started with building a landing page for your business, LeadPages and Unbounce are two great, affordable options. You don’t need a developer or designer to create a stunning landing page that can increase conversion rate for your business.

What are you waiting for? Landing pages are affordable to implement and can increase your conversion rate percentage. The best time to plant a tree was yesterday so get moving and start converting with strong landers!

Jason Parks

Jason Parks started The Media Captain in 2010. He’s grown TMC into one of the largest digital agency’s in Ohio over the past decade.The Media Captain has worked with hundreds of small, medium and enterprise clients on digital marketing and development projects.The Columbus Based Digital Marketing Agency has received numerous accolades. TMC was named a Top 1% Agency in the U.S. by UpCity in 2019 and 2020. They also won the “Best PPC Campaign,” which was a national award from DashThis. They were also the recipient of the Top 10 Social Media Marketing Agencies in Ohio.