How to Design Landing Pages That Convert

You can lead a prospect to a landing page, but you can’t make them convert…or can you?!

Of course you can, if your product is a good fit for their needs AND you speak their language!

Knowing your audience is the key to creating landing pages that convert. Now, ask yourself:

“Who is my ideal customer?” The people you’re thinking of are correct but chances are, they aren’t the only ones.

Researching potential clients requires identifying all viable members of your target audience and understanding their behaviors, preferences, personalities, demographics, and methods of engagement. One way to achieve this is through the creation of buyer personas.

What is a Buyer Persona?

A buyer persona is a fabricated ideal customer that represents your target audience. Some companies even name their personas and use stock images of real people, because selling to a person is much easier than pitching the abstract idea of one.

By thoughtfully crafting your personas, you know how to reach people wanting your products and those looking to learn more about them.

Draft your buyer persona by identifying the following about your customers:

Demographics (age, salary, location, etc.)
Goals and challenges
Preferred modes of communication
Favorite sources of information
Objections
Role in decision making
Why your solution for their challenges/pain points

The number of buyer personas you create depends on the size and scope of your business.

Once you’ve identified your target audience, it’s time to get them to convert!

Designing a landing page that converts requires determining how to reach potential buyers through the user journey, messaging, and design.

At Top Fox Marketing, we onboard our clients with a messaging session and target audience research. During this process, we explore who your product/service is for, why your product/service is right for the demographic, and how to appeal to them using your unique value proposition.

Buyer Personas and Landing Pages

Creating landing pages with a specific buyer persona in mind is essential for a well-targeted campaign. A one-size-fits-all approach works for homepages, but landing pages require expertly tailored content.

Your potential customer should immediately realize that they landed on exactly the right page!

Launch the Perfect Landing Page

Top Fox Marketing specializes in integrated marketing campaigns that utilize landing pages and ad campaigns that drive leads. Reach out to us, and we’ll develop a strategy to help you attract more business.

Example: When creating a landing page for a specific location, use photography featuring that place.

The headline and sub-header should address the persona’s pain points as well as their objections.

Example: A software company says its program saves time and money and also that it’s the industry’s only option for this amazing product.

Remember, a good call to action (CTA) can make or break your landing page. Your CTA should be specific, short, and motivating.

Experiment with A/B Testing

You don’t have to be a scientist to run an experiment and you won’t even need safety goggles for this one!

An A/B Test simply offers two small segments of your audience two different versions of an asset. After a set amount of time, you see which version performed better with your audience and serve the remaining audience the winner.

For an accurate A/B Test, only change one element at a time.

Run Your Landing Page A/B Test

Create two versions of the same landing page: a control group and an experimental group.
Change just one element of the landing page, such as your call to action or a key design element.
Serve two small, equal percentages of your total audience the (emails) or run both (ads) simultaneously for a short amount of time to test a campaign on your landing page.
Review the results and send the rest of your audience or ads to the winning landing page.

Landing Page elements to test include:

Conversion goals
Attention ratio
Messaging
Offers
Forms
Social proof
Layouts

Headlines
Design
Copy
CTAs
Images
Videos

Once you get the hang of it, consider A/B testing existing landing pages to hone in further on your target audience.

Google Ads

You’ve drilled down on your landing pages; let the leads roll in!

For a landing page to effectively drive conversions, people have to see it. A highly-targeted Google Ads campaign is an excellent way to funnel qualified traffic into leads.

Whether manually targeted or automatically remarketed, Google Ads uses demographic data such as location, age, interests, income, and search queries to show customers the right ad at the time they are most likely to convert.

If you’d like to see an example of the power of a strategic Google Ads campaign, check out this case study done for one of our clients, Clay Seed Bombs.