How To Create A Killer Landing Page In 2023?

Creating the perfect landing page is one of the most important means of turning site visitors into paying customers. If your landing page experience is poor you’re essentially leaving money on the table from all the digital markerting activity you’ve been running because the overall conversion rate will be suboptimal. Thus investing in improving your landing page (s) is money well spent and can have a huge impact on your overall turnover.

Below we outline some of the key aspects of creating a killer landing page that will help you to convert visitors into customers.

Define A Clear Goal

Make your overall goal clear before creating any designs, content, or otherwise. It’s perfectly fine to have several smaller-scale objectives to achieve, but a strong landing page needs to have a solid foundation that starts with one ultimate aim. 

Defining this aim at the beginning allows you to analyse each step of the landing page process. It ensures that you are constantly asking the question – “Does this help to achieve the overall goal of the landing page?”.

This goal can be anything from a subscription or immediate purchase to a sign-up for a monthly newsletter. Either way, having a clear goal helps to narrow down your decisions to better convey this message to your target audience. Its worth noting that whilst you need to have one clear goal, you can have multiple call to actions – take this page for example, where the user can sign up, open live chat or just leave feedback, creating multiple touch points for the users at different stages of the purchase cycle.

Create Content That Guides Customers To That Goal

Every last word you use on your landing page needs to be for the sole purpose of achieving this goal. From a consumer’s perspective, that usually means knowing what you offer and how it can be of benefit to them within the first few seconds of clicking on your landing page.

Cultivate copy that grabs the attention and informs, before guiding them from unsure readers to interested parties. If you’ve kept your copy informative and engaging, a reader will feel as if they’ve made the decision to purchase/sign up/subscribe completely unaided.

Keep That Content Consistent Across All Platforms

Before that conversion comes, it’s important to maintain a consistent tone of voice across your emails, landing pages, social media feeds, blogs, and website. A great deal of trust can be earned from a strong landing page, but it can all vanish in an instant if a cautious consumer sees contradictory information across your platforms.

For the modern consumer in 2023, trust is more important than ever. In fact, a study last year found that 74% of UK GenZ consumers and 67% of UK Millennial consumers had left a brand they had used regularly due to mistrust. For landing pages and the brands that create them, this means nailing down that consistent message to your target audience.

Use SEO To Narrow Down Your Target Consumer

Who is that target audience? And how much do you know about them? This is where your ability to provide a specific audience with a landing page that feels customised for them comes into play. Why? Because with the right keywords and research, your landing page will be customised for that audience.

Each landing page should consider this target customer and ask the questions that matter. Who are they? What are the common issues they face? How can your landing page provide them with an answer or solution to those issues? Should you inspire and excite them or reassure and advise them?

You want this target customer to feel as if they’ve found the ultimate solution to a commonly experienced problem on your landing page.

Don’t Make The Mistake Of Overlooking Mobile Users

Creating a killer landing page for modern consumers means putting aside any preconceived notions of how they’re going to be visiting that landing page. And these days, that means ensuring your landing page is mobile-friendly and not just focused on desktop traffic.

This year alone, mobile devices accounted for over 50% of global website traffic. If you aren’t considering separate landing pages for desktop and mobile devices, consumers may view your business as out of touch and outdated.

Creating A Layout For The Perfect Customer Experience

Content matters, but so does the way in which you present your message. Remember that a good customer experience should feel effortless for the consumer. That means avoiding anything that could hinder that journey from headline to confirmed purchase.

Like a good film or story, it’s important to structure your landing page to flow nicely and have a clear progression. A killer landing page will usually have the following layout:

• An engaging or impactful headline to pique interest 
• An image or branded picture that relates to what you’re selling 
• Content that solves a problem or provides value to a consumer 
• A customer review that elaborates on this value or solution 
• A final piece of content that has a strong CTA

This layout includes making sure any forms customers need to fill in contains only the essentials. If modern customers aren’t willing to wait for a webpage to load before moving elsewhere, how much time do you think they want to spend filling in boxes?

Customer Testimonials Can Make A Big Difference

Whether it’s a cautious consumer or a potential customer on the fence about whether to give you their business or not, an earnest testimonial from a happy customer helps to humanise your brand. For landing pages, you’ll be gaining a lot of traffic from people who aren’t always familiar with your business. Sometimes the right testimonial can convey more in one sentence than an entire paragraph of sales copy can.

Place Your CTA Strategically

Don’t put in all of that work only to stumble at the final hurdle. This means making sure that your CTA is easy to spot and that your target audience doesn’t have to work to find it. Remember – a killer landing page should feel effortless for a reader to see what they need in order to make a purchase.

If it’s not possible to have your CTA button at the top of your landing page, keep it simple but clear to see on the page itself. Make sure that it’s accessible, but tread carefully when it comes to the animations and colours used. Not enough will make it easy to miss. Too much will make it seem spammy and untrustworthy.

Final Thoughts

If you can combine all of the above techniques into one customer-focused landing page that serves a purpose, you can boost your conversions, raise greater brand awareness, and gain a better understanding of your core customer base. 

With all of these new insights at your disposal, you’ll be able to create a killer landing page and develop new customer relationships that will grow past 2023 and beyond.