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Landing Page Checklist

Landing Page Checklist: Convert Visitors Into Customers

Creating Landing Pages that convert can be a challenging link between well-designed keywords, email and display targeting, and turning website visitors into customers. Below is a checklist of strategies that are proven to help boost conversion rates.

1. Write an appealing headline

The headline of your landing page is your chance to make a first impression, so making it as powerful and compelling as possible is one of the most significant factors in creating a strong conversion rate. Making sure that the headline matches the content of the page and needs of the target audience is key as well. Just a note, do not give in to the temptation to be clever at the expense being “on topic” and “on brand.”

2. Be Sure That Your Offer Has Value to Your Audience

Your product and offer must match the needs of your target audience. If your offer does not make money, save money, save time, or provide critical information to make a process or task quicker or easier, then the conversion rate of that offer’s landing page will most likely be low.

3. Be Brief-But Not Too Brief

Too much copy will scare your audience away on first glance, and insufficient information will not compel your target audience to find out more about you. How much copy to include on a blog landing page depends on the complexity of your product offerings and what next steps you wish your audience to take. Complex and expensive products will require more information to convince prospective customers to act. Simple and inexpensive products will generally require less information to explain and motivate the prospective customer to purchase.

4. Create A Persuasive Call To Action

Creating a compelling call to action requires an understanding of the emotional appeal and problems that are solved by your product or service. Conventional wisdom says to keep it short, 5-7 words in most cases, but again, if you have a complex offer, that length of message may not be sufficient. When possible, use action words that describe value to your audience, such as “Get my free report” or “Start saving time now,” instead of creating one more thing for the audience to do like “Submit.” When asking for client information to get started, it is best practice to ask for the absolute minimum information necessary to properly engage and possibly follow up with a potential client.

5. Address Objections and Create Value

Anticipating the objections that your audience may have to moving ahead and answering common questions about your goods and services up front is another key to conversion. The answers to these objections can help to create value for your audience and help them to understand how your product will benefit them. If competitors have put out similar goods and services that have a reputation for being unreliable or difficult, address how your products are different and overcome these challenges.

6. It Is A Mobile World.

Landing pages must employ responsive design to create a positive user experience customers on any device. A landing page that doesn’t respond to any device used by your audience costs you leads and sales.

7. Good Copy And Design Are Key

Creating successful landing pages is not only about copy, but also design. Creating a “digital storefront” that accurately and attractively reflects your brand is key. Design elements like color, font, whitespace, and photo and graphic image selection play a huge role in both capturing initial interest and creating a visually pleasing path to the call-to-action.

8. Don’t Forget Expertise, Authoritativeness, and Trustworthiness

Most visitors will look for credibility statements before clicking on your landing page’s call-to-action. That’s why good landing pages include a variety of elements to establish E-A-T (experience, authoritativeness, trustworthiness). Examples of these elements are testimonials and reviews, case studies of successful clients, lists of current clients, third party awards and certifications and brief curriculum vitae of company principles and managers.

Conversion is the key to successful digital marketing campaigns. Compelling landing pages are definitely a key part of the digital marketing equation. The challenge is to understand your target audience and the problems that your product or service will solve for them. Once you have that information, continue to test designs, headlines, landing page content and images, and different calls to action until you have the combination that works for you.


Eric Van Cleave is the Co-CEO and Digital Marketing Director for TIV Branding
TIV Branding is a boutique branding firm in Sonoma County, California. We specialize in building brands by using traditional, social and digital channels in unison. If you would like to discuss a project or find out more about how we do what we do, please email us at info@TIVbranding.com.