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8 Steps To Crafting Effective Landing Pages

The landing page is one of the core foundations that’ll help your customer navigate through their buyer’s journey. But what exactly is it? And more importantly, how can it specifically grow your business?

To be concise, an effective landing page is designed to make a potential customer take action. This could either be to subscribe to an email list, register for an upcoming event, or purchase a product or service. While the initial goal may be different, the result is the same. And that is to transform a client into a paying customer.

Now that we’ve defined what a landing page is, let’s talk about the factors that make it a compelling web design solution. Here are steps you can follow to make your landing page irresistible.

Step 1: Define Your Target Audience

Before you start writing, you should have a clear idea of who your target audience is. Create a customer persona by giving it certain attributes like age, gender, degree of education, occupation, monthly income, and more.

By doing this, you’ll be able to tailor your message clearly, address a specific pain point, and outline the benefit of your product. After defining your audience, proceed to the next step.

Step 2: Use the Law of Reciprocity

Social psychologists refer to this phenomenon as a deep-seated urge to reciprocate kindness whenever someone does something nice to you. Free samples, a detailed report, or even a simple copywriting checklist are just some of the gifts that companies use to effectively employ this tactic.

So let’s say you’re trying to get a customer’s email or have them subscribe to a mailing list. You can promise them a high-value proposition to spur them to take action. And if you’re giving away something valuable, then they’ll assume that what you’re offering is even better.

Step 3: Write Compelling Headline and Subheadline

A headline is your main hook to reel a customer in; the head-turner that catches their attention. It needs to get your point across clearly and concisely.  Meanwhile, the subheadline provides further details about your product or service to make a client stay and know more.

When writing both, always convert your feature into a benefit. For example, if you’re selling a smartphone that has a long battery life, don’t talk about its mAh (milliampere-hour). Instead, say “Binge-watch your favorite Netflix show in one go.” This way, you’re telling how the product can affect the life of your audience and solve a certain pain point in their life.

Step 4: Provide a Social Proof

Social proof is a crucial element on your landing page as it shows your potential customer that people are already benefiting from your product’s features. 

88% of consumers trust a user review as much as a personal recommendation.


So try to get testimonials from happy customers and watch your conversion rate climb up. After all, people tend to follow the herd. And when the herd is satisfied, potential clients will try to get in the action to be part of the experience.

Step 5: Address Vistors’ Pain Points and How You Eliminate Them

Let’s say you’re selling a home workout program for beginners. One of your pain point here is that your client may have confidence issues stemming from their weight. Maybe they’re having trouble fitting into their clothes and this has affected their social life.

Now, your job is to create a landing page that highlights this pain point then eliminate it using your service. Your headline might look something like:

Get a rocking figure in the comfort of your own home. Or Get that beach bod ready for the summer.

You can then follow this up with a catchy subheadline:

This home workout program is designed to slim you down without relying on equipment, medication, or high-end gear. All you need is time, motivation, and a consistent grind.

Step 6: Direct Visitors To A Call to Action

After incorporating the aforementioned elements, it’s time to create your Call to Action. It needs to be short, visible and uses persuasive language. Let’s stick with the home workout program as an example.

Rather than settling for a generic submit button to get their email, you can spice it up by saying Join the crew or Start burning that fat today. You should also use enticing graphics to lead the customer directly to the call-to-action (CTA). What’s more, use contrasting colors to help make the button stand out.

Step 7: Test, Test, Test… Everything

Of course, you still need to do A/B testing to increase your conversion rates. Test everything… from design aspects, images, fonts, headlines, subheadlines, images, buttons, call-to-actions… everything. Deploying a landing page strategy is never complete without a testing strategy.

Testing multiple pages to different buying personas and devices is also a great strategy. If it’s a B2B strategy, for example, you may wish to have a landing page that is personalized to each industry you service. Or if it’s a consumer-focused landing page, you may wish to personalize the content and imagery by age, gender, location.

Step 8: Use A Landing Page Platform

Designing an effective landing page doesn’t require a ton of effort or time when you have the right landing page solution. Landing page solutions enable you to build beautiful landing pages with the ability to duplicate, test, integrate, and edit effortlessly.

Check out Instapage, it’s an easy-to-use landing page solution that will empower you to apply the tips from this article!

Start Trial or Get a Demo of Instapage

From Potential Customers to Raving Fans

A compelling landing page can increase your conversion rate and help grow your business faster. By following the aforementioned steps, you’ll increase the effectiveness of your landing page from the get-go and decrease the time tuning it up. Just remember to always put value above everything else and you’ll turn potential clients into raving fans in no time. 

Disclosure: Martech Zone is an affiliate of Instapage!

Stefanie Siclot

Stefanie Siclot is part of the SEO team at Growth Rocket, a digital marketing agency based in Los Angeles. She is responsible for increasing the quality and quantity of website traffic which means fun for her.

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