call to action

How to create a landing page that converts in 2021

You definitely don’t want to put in the time and money to drive traffic (lead/visitors) to your website only to lose the visitors due to a poorly crafted landing page. That will be a huge waste of time and money!

What is a Landing Page?

Before we proceed further let’s understand what a landing page really is. Some people make the mistake of equating the homepage to the landing page but this is not correct.

In the correct sense of it, a landing page is a page that its primary goal is to increase conversion rates in order to reach your business goals.

So when we talk about landing pages the keyword there is the conversion rate. This means that any page can be made to be a landing page, including the homepage of the website.

Here is an example landing page that asks the user to start a free trial of the product – Shopify getting started page:

Shopify Landing page
Shopify Landing page

Features of a landing page that converts

When it comes to making a high converting landing page the first thing to understand is that there is no one-size-fits-all formula for it, but then there are those must-have features and techniques you need to know and implement.

The page that works best for one type of audience may perform very poorly for another type of audience especially when there is a significant difference in intent, product, niche, industry, buy-in, cost, value proposition, etc.

But despite these variations, for every landing page that converts there those very essential features that if they are missing or are not properly implemented might greatly hurt the conversion rate of the page.

Here are those essential features of a high converting landing page…

1. Have a clear call to action (CTA)

A landing page is not complete if it does not clearly ask users to take action.

The call to action is that one most important thing you want the visitors to the page to do. It could be to sign up for a free trial, buy something, email opt-in, etc.

Here is an example of a clear CTA:

call to action
call to action

via moz pro

And this has a couple of things going on alongside the CTA – social buttons, email, phone but you can see how the CTA is emphasized that you could barely notice the other buttons:

call to action
call to action


Every landing use call to action (CTA) to ask the user to take a specific action.

To make an effective call to action that spurs the user to take action…

2. Use a single call-to-action (CTA)

Having multiple calls to action means you can easily divert the user’s attention to other things. The secret of a single call to action is to get the user to take that specific action you want him to take.

But if you must have other CTAs on the page what you can do is make the main CTA for your offer stand out from the rest.

3. Make your CTA eye-catching

Your call to action (CTA) should stand out from the rest of the content on the page. This way it gets the user’s attention and conveys that sense of importance.

call to action
call to action

A common effective way to achieve this is to give the CTA a color that is different from the color of other content on the landing page. The best color should be one that is attention-grabbing and differs from the colors of the rest of the content.

4. CTA can be placed above or below the fold

Most tips out there suggest that you place your CTA above the fold. However, a test by showed that for the same call to action the one placed below the fold actually outperformed the above the fold CTA by 20%

Call to action above the fold
Call to action above the fold
Call to action below the fold
Call to action below the fold

So basically speaking the placement is not where the trick lies. As Neil Patel puts it,

It’s all about motivation. How motivated is your prospect to click that button? How desirable does he find your offering at the point you ask him to click?

Both above and below the fold works, depending on the particular use case. However, you can go ahead and try both (above and below the fold) and see what works better for your case.

5. Present a valuable offer

If you want a user to take certain actions or give something then you should offer something in return. An offer is the valuable you give in return.

A typical landing page asks the user for their email address and other personal information. This is something big to ask for in today’s digital world. So if you want such valuable information you need to make the user an offer in exchange for it.

Your offer can be anything provided it is valuable to the user. It can be an eBook, free access to your valuable resource, free trial or consultation, etc. The key point here is to offer something the user will find too enticing to resist.

6. Include your unique value proposition

A value proposition is that one valuable thing that makes you and your offer stand out from your competitors. In the business world where competitors can have several things in common, it is important to include that thing that makes you stand out from the crowd.

7. Keep your page content concise and clear

A landing page is not a perfect place for 5,000 words mighty article. So keep the page concise, the content enticing and straight to the point.

Also, the page content should align with the ad copy that drives traffic to it. It will be quite confusing for someone to click your ad for offer A only to see offer B upon landing on your page.

Clearly present your offer. Use bullets to communicate key points, use a good font and typography to neatly present the content.

8. Keep your CTA form short

A log form with multiple fields can discourage the user from taking action. So you want to keep the form short. Focus on the most important information you need from the user and discard trivial details.

9. Use engaging visual representations

Plain blocks of text may struggle to get the most attention. Images are great for grabbing attention and for making the offer clearer.

What you need is a beautiful image that perfectly fits that offer. Remember that an image is worth a thousand words. So save some words and have your visitor engaged with the image that describes your offer.

10. Check your grammar and spelling

And don’t forget to check your content for grammar errors and wrong spellings. A tool like Grammarly can assist you will this.

Finally, think outside the box and know where to break the rules!

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