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5 Foundations of a High-Converting Landing Page

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The internet wouldn’t exist without good landing page layouts. How good a landing page theme you choose can make or break your online business model.

Most businesses and marketers understand how relevant the landing page is. There are still landing pages I stumble upon that look like stock themes with only different text. Nowadays, you can get free themes easily on a CMS like WordPress or Joomla.

The problem, however, is that there will be tens of thousands of other people using the same theme.

If you don’t uniquely customize the themes you use, your landing page will fail!

Your conversion rate will suffer, which directly translates into bad business.

5-crucial-factors-to-look-for-in-a-landing-page-theme

What to keep in mind when building a high-converting landing page

Before using a landing page theme for your business or personal interest, it’s important to understand what makes landing pages function in general. Once you understand the “anatomy,” so to speak, of landing pages, you can then proceed onto making each part great.

The components of a landing page can be classified as the:

  • headline
  • subheading
  • call-to-action button
  • introduction text
  • the list of benefits and features
  • conclusion.

You may already be aware of the above components. You shouldn’t choose themes that do not include all of the above-listed components, no matter how glossy they look. Simply having a headline or several paragraphs in the body text does not make a good landing page, needless to say.

Now, let’s look at the critical factors that will help you choose a conversion-friendly landing page theme:

1. Prominent and Attention-Grabbing Title and Subheading

You need to show visitors right away on your landing page what makes your product or service unique and different from similar things offered by competitors. The theme you choose should have a layout that communicates this message to the visitor right away.

Marketers refer to this as the “unique selling proposition” or USP.

The USP should be described with the headline and the subheading of the landing page. The headline should be the SEO-friendly name of your business or organization. The subheading is where you can send your USP through. It should be written in a manner to hook the reader.

For example, consider Uber’s “Get there: Your day belongs to you” hook.

sign-up-to-drive-or-tap-and-ride-uber

Takeaway:

The headline and subheadings on your landing page must emphasize your USP.

Don’t pick a theme that uses boring fonts or hard to read fonts for these two landing page components. Choose the theme that will best allow you to get your USP through to potential customers.

2. Allows Eye-Catching Visuals

The visuals on your landing page are just as important as the textual USP to retain traffic, sometimes even more so.

Landing pages with gorgeous images have lower bounce rates than the pages without.

You may have noticed the giant images on popular landing pages of companies like Pizza Hut, McDonald’s, IKEA and Coca Cola.

pizzahut

These masters of advertising understand the importance of visuals in communicating the sales pitch to the user.

Takeaway:

Think of the images on your landing page as a visual USP.

The theme you choose must have a picture slider or a similar element that allows you to post pictures or videos. The theme should not be cluttered with placeholder images. Rather, it should have a big space above the fold for you to post breathtaking photos.

3. List Benefits and Advantages of Your Offer

You can write long paragraphs about the many benefits your company offers. But no one will read that.

A good landing page has components for bullet point lists of benefits and advantages a business has to offer. This summary of advantages usually follows a small introductory paragraph that follows up on the USP expressed in the subheading.

When you choose a landing page theme, look for this part especially. Some landing pages only have placeholders for simple text lists. Others allow lists to accompany the small images.

Takeaway:

Make your landing page easier to read by using bullet points.

The theme should offer detailed list creation. Meaning, you should be able to write two or three words about an advantage, which will be immediately attention grabbing, and then write two or three short sentences below describing the advantages.

4. Showcase Customer Testimonials

Businesses must first build trust with potential customers before any conversions happen.

Online businesses build this trust by posting customer testimonials and reviews.

Let’s face it — you need testimonials to gain the trust of your audience.

These are unbiased words of your customers about your products and services. Your visitors will gravitate from testimonials because it comes from their point of view as potential customers.

The testimonials will help them decide whether or not to buy or subscribe for you, if not click your CTA button (more on this later).

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To maximize the conversion of your landing page, you need to gather as many reviews that give you a thumbs up as possible.

If you have no testimonial to show for or have terrible reviews from your customers, then bye-bye visitor!

Takeaway:

Your theme should allow you to post and easily update customer testimonials.

Essentially, the users of your landing page must be able to see customer testimonials as they scroll down to the bottom. Some pages show customer testimonials above the fold or on a sidebar alongside the introductory text and benefits list. That’s not bad either. What’s important is that there should be placeholders somewhere in the middle of the page for you to showcase your company’s social proof.

While some themes may not have a default section for testimonials, you can use plugins that allow you to manually set up and embed customer reviews within your content.

If you are having problems getting positive reviews from customers, you should consider using tools like Yotpo and MyRealKarma to gain the trust of visitors and increase your conversion.

5. Make Your CTA Pop Out

As mentioned, the purpose of your landing page is to increase conversion.

All the factors mentioned above are geared to convert your visitors into buyers or subscribers.

However, your traffic is all for naught if you cannot persuade them to convert to your chosen landing page.

This is the reason why you need to make the best call-to-action (CTA) button as possible for your landing page.

The CTA button is a standalone component surrounded by white space to make it stand out from everything else on your landing page.

The idea is to compel a visitor to take action on your landing page that directly leads to a sale. It will be up to you to write the CTA button copy. However, your landing page must have the CTA button design done perfectly to make it easily clickable without a hassle.

Takeaway:

The theme you choose must have a highly conspicuous and can’t-miss CTA button.

Your CTA button relies on having a compelling design and optimized placement to make it visible for your visitors.

Having a CTA button that your visitor cannot ignore will increase your chances of conversion!

Conclusion

Building a website from scratch writing code by hand is tough. Therefore, your hope for generating leads with a great landing page relies immensely on the theme you choose. You need to pick a theme wisely based on the relevant factors explained above.

You should not have any trouble designing a good landing page by selecting a theme that allows you to demonstrate your USP with the heading and subheading. Then, the theme should have space for attention-grabbing visuals and a list of benefits. The theme must have space for you to post customer testimonials that garner social proof. Last but not least, the theme must have a cleverly designed CTA button to drive conversions.

Christopher Jan Benitez is a freelance writer for hire who provides actionable and useful web content to small businesses and startups. In his spare time, he religiously watches professional wrestling and finds solace in listening to '80s speed metal.

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Advanced Blogging Tip: Have a Poor Link Memory

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I create oodles of content daily. One tip to being prolific is to have a poor link memory. I forget what I published content-wise and link-wise to keep publishing content frequently. Do you know how most bloggers publish one blog post, include a link to a product and/or service, and keep checking the post again and again, to see how the link performs as far as clicks and conversions and sales and profits and money? I never do that. I have no time and energy to check how my links perform because I have a terrible link memory. I am always on to the next piece of content to create and the next link to place and the next person to help because I have a poor link memory. I forget links. This works perfectly for me; makes me super duper prolific.

Most bloggers attach to and cling to particular business links. What happens if you attach to a link? You give attention and energy to checking the link again and again instead of creating more content from a generous, prolific energy. How can you appear to be all over your niche if you check links regularly throughout the day and if you are not creating helpful, new pieces of content? You cannot be super successful if you are not prolific and you cannot be super prolific unless you have a poor link memory. Be generous, abundant and detached by forgetting links you place in posts; especially links pointing to business opportunities.

I link to my blogging course quite a bit but never get attached to any one link or blog post or guest post through which I link to it. Why? I have more fish to fry. I have more content to create and more bloggers to bond with and more folks to help and more bloggers to connect with and heck, after converting 50 more of my eBooks to paperback, I will have over 200 products about on Amazon, under the Blogging From Paradise umbrella. That is a lot of products to promote! We need to have a poor link memory to forget the prior link we promoted so we can move forward and promote more links, more content and greater blogging success. Envision yourself having an abundant mindset. What happens if you do not feel like anything seems short, scarce or running out? Being prolific is what happens. Being generous is easier if you are not burdened by any link to promote, to review and to assess regularly. I am not opposed to scanning metrics if doing so feels good and relaxing but most bloggers never take the time to assess their genuine feelings when it comes to how they feel promoting links.

I do. I am ruthless in assessing, observing, embracing and moving along my energies because watching your energy is the key to blogging success. Blogging from abundance, relaxation and trust leads to success while blogging from fear, scarcity, tension and anxiety leads to failure.

Which road do you prefer to take?

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How to Get Over the Fear Nobody Will Buy Your Product

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Ship. Publish.

Promote the heck out of the product. Unearth fears. Feel fears. See fears come true. Release fears. Sell your product. More and more folks buy your product only if you face, feel and release fears aligned with the product. If you hold the fears ya ain’t selling the product. Even if you publish a blogging product – like my blogging course – and sell it for a little bit you will not generate big sales until you fail enough to finally feel fears triggered by failure. Feeling fears clears fears which clears resistance which helps you inspire more people to buy the product.

Getting over this fear is messy. Do you enjoy feeling like a complete loser? Nope. Do you enjoy feeling like a complete fraud, or huckster, or embarrassed or ashamed? Nope. You hate trying so hard and then, no freaking people buy the course you promoted 10,000 times but doing so and feeling fears triggered simply makes it easy to promote the product, because feeling and getting over the fear makes you promote the product like you breathe. Being in that space, plenty of people see the product and more folks buy the product.

I promoted my blogging course to the tune of 8,000 page views before someone bought it. 8000 page views was nothing. I had to clear fear-resistance during the 8,000 page views to show the world how fun, freeing and inspired this course was. Fear cleared, more people bought it at 10 times the initial price versus the initial cheapy price. Raising the price ten fold? Yep; another fear for me to conquer. But I did it, and far more people bought it at $350 than at $36. See how funny fear works? You fear something, refuse to feel the fear, and struggle. But feeling the fear and doing it anyway leads to increasing success. Buy the course for a fun, entertaining, inspired blogging guide. Tis the season for celebration and joy and love and fun, helpful blogging courses.

I have no tips for nudging into fear save meditating and doing yoga frequently. Following each habit expands your awareness which helps you become intimately aware of your fears, so you can feel fears and release fears. Feels rough but this is part of the blogging journey if you want to get over the fear of selling your stuff. Hey; do you want to hurt people, mislead people or lie to people with your blogging product? No? Then just sell the thing already. Ship it. Publish it. Fear is so insidious. Fear makes you do what you do not want to do, if you trust fear. Fear causes you to tune into an alternate, illusory universe, where nothing is true and everything is lies, smoke and mirrors. Do you really want to take that road? I did not think so.

All I can do is be a cheerleader. You need to be the athlete on the court, not the fan on the sidelines. Get on the court. Publish your product. Promote your product. You will eventually face, feel and release all the fears you need to release to become a successful blogger and to sell your product successfully, too. Get in the game. People will buy your product when you get clear on it.

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Pro Blogging Tip: Release Expectations

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Ouch.

Am I asking you to be a Blogging Buddha? Nope. Not really. No one save enlightened beings completely releases expectations but us mere mortals clinging some to a worldly life can largely release expectations, to become successful and to enjoy the blogging journey. 10 minutes ago, I checked my email. I received a few. I clearly make it difficult to get in touch with me through email because I want to give most attention and energy to building a passive income empire. Every second I spend in email, I could be spending creating content and building connections. Knowing this, it feels good to receive few emails because it helps me scale and move forward from an abundant energy.

Unfortunately, most bloggers have heavy expectations when it comes to receiving email. Bloggers expect a chock filled inbox, with all types of clients, Paypal payments and sponsored post deals. What happens if you get 3 emails daily, all responses to comments? Your expectations not being met levels you, depressing you, making you sad, sapping your energy. If you expect some sweet outcome and reality is not delivering you the outcome to fulfill the expectation, you eventually lose your blogging motivation and quit. Or you make the massive mistake of quitting after seeing your expectations fall short, then, you begin blogging again, quit again after expectations are unfulfilled, and you suffer through this vicious cycle until you fail and quit for good.

Release expectations. Begin blogging with an intent to live your dreams but let go the anchor of expectation because either you feel hopeless after not getting what you expected or you feel average when expectations line up or you feel super high and excited after exceeding expectations, leading to an imminent crash after your emotions settle down. Expectations are anchors, pulling you down, holding you back, preventing meteoric blogging growth. I expect little to nothing blogging-wise because my day is about having fun helping people to blog successfully. I cannot go wrong whether I sell a copy of my blogging course or not because I have no expectations; I just promote the course in a seeming billion places (coming soon) and leave things at that.

If anything, allow a little part of yourself to desire some expectation but make it tiny. Why? If the expectation does not come true quickly, you will keep blogging from an energetic, relaxed, abundant vibe, positioning yourself to succeed. Harboring wee expectations means you remain unstirred if the expectations do not manifest; no crushed, hopeless feeling. Meanwhile, most bloggers with grand, wild expectations often slam into tons of resistance because no spectacular dream comes through and manifest overnight. Living your dream life through blogging requires years and thousands upon thousands of hours of generous service.

Blog for an absolute love of blogging. Be passionate about the blogging process. Release largely on outcomes because weighing yourself down with expectations slows you down. Imagine desiring big blogging bucks only to see an empty inbox for the next 3 months? 90 plus days, zero dollars. After the 90th day, most bloggers quit blogging for good, because they came up so short on their expectations, being frustrated, disgusted, and tired of wasting their time.

Fall in love with the process – not outcomes – to fuel yourself for your blogging journey.

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