The sole purpose of creating a landing page is to convert a visitor into a buyer or a prospect. This objective is known as a conversion and is measured by the visitor’s execution of the call-to-action on the landing page, whether that be purchase, request information, or something else. A conversion will only occur when the visitor decides that following the call-to–action is the reason for them being on the page.

To develop a landing page that speaks directly to the needs and wants of landing page visitors, you must have an understanding of your target audience members. Having insight into their thought processes – psychological intuition – allows you to implement proven design elements which create a landing page that guides visitors through the decision-making process toward a conversion.

Target Audience Persona

Two people in your target market with similar demographics are not necessarily going to shop the same way. To convey a message that is understood by landing page visitors, you must identify the distinctive attributes, mannerisms, etc. of your target audience members. This collection of common characteristics is known as a persona, and it provides a strong creative influence when building your landing page.

Populate your customer persona with these demographic and geographic details:

  • Name and Age: If your brand appeals to men in their early 40s – let’s say 42 years old in 2019, your target customer was born in 1977. The most popular boy’s name in 1977 was Michael.
  • Location: Although this should include geographical information, it is also important to account for housing commitments, such as whether they are a homeowner or renter (apartment or house). This information helps to determine average housing expenses, including mortgage or rent payments.
  • Family Makeup: Whether your customer is in a traditional family, a single parent, co-parenting, or single, their family make up will influence available time and resources.
  • Career: Assuming your customer is committed to a 40 hour work week, much of their daily schedule is influenced by their profession. This information also determines your target customer’s income.
  • Interests, Hobbies, Lifestyle: Identify what behaviors impact their consumption habits. Consider how they use social media.

If you do not know who you are speaking to and how to speak to them, it’s not likely your message will be well-received, regardless of the elements of design.

Landing Page Keywords

In addition to lending its creative influence to the visual aspects of landing page development, your ideal customer persona determines which keywords your copy will target.

The keywords used in a consumer’s search often reflect where they are at in their journey toward a purchase.

  • A consumer searching for “best content management system” is entering the buy cycle. This person is seeking information to help them understand their choices and the differences between the varying types of content management systems.
  • A consumer searching for “content management system reviews” has made a decision on the type of content management system to purchase, but is not ready to buy. Before a sale occurs, the consumer needs peer feedback to support their decision to purchase.
  • A consumer searching for “QuickSilk content management system best price” is very likely to make a purchase. The consumer’s credit card is out, and they are ready to buy.

The consumer’s position in their journey toward a purchase influences how your landing page is constructed. Use this information in partnership with key design elements, to provide only as much information as a visitor needs to make a decision to act on your call-to-action.

Landing Page Elements of Design

To produce a high-converting landing page, you must include the following elements of design:

Contextual Hero Image

Display a hero shot and supporting imagery that contextualizes your offering.

The primary image or video above the fold on your landing page, is known as the “hero shot”. Because it is the first thing visitors will focus on, it must be captivating.

Show your product or service in the context of its intended use; demonstrate how it works and make it easy for people to visualize themselves enjoying your offering.

Focused Call-To-Action

Present a single, focused call to action (CTA).

Your CTA is the one (and only) thing you want visitors to perform on your page. Your CTA must be obvious – from a design perspective, and compelling – from a copy perspective.

Remove any secondary links, including site navigation, that could cause confusion for visitors, or avert their attention from your CTA.

Header and Subheading That Articulate Value

Use a compelling header and subheading to clearly articulate your value proposition.

Identify what prompts visitors to engage your call to action and use your headline and subheading to clearly convey your value proposition. Outline the benefits of your offering and communicate what differentiates you from your competitors.

Emphasis on Benefits

Outline the features and emphasize the benefits of your offering.

Benefits-oriented messaging has proven to encourage conversions. Help visitors understand the benefits they’ll receive by following through with your CTA.

When it comes to landing page copy, clarity leads to conversions. Your visitors should know within seconds exactly what you’re offering and why they need to care.

Garrett Hughes, Unbounce

Compelling Testimonials and Social Proof

A visitor is much more likely to answer your call to action if they believe that others have done it before them, and most importantly were happy with the results. Social proof such as testimonials, reviews, partner logos, are an effective way to build credibility with your prospects.

Conclusion

The success of your landing page depends upon whether you can deliver a captivating and compelling message to carefully targeted audience members. This goal is accomplished by communicating a marketing message that is clear, relatable, and prompts visitors to follow your call-to-action.

Through the selective use of action-oriented design elements – such as imagery (in particular the hero image) and typography (in particular the Header and Subheading), emphasize the benefits and value of what you are offering. Do so in a manner that excites landing page visitors and entices them to satisfy your CTA.