Have you ever heard someone say, “Do you think we should put this on the pricing page?”
I have. In fact, I’ve said it. But now I know it’s the wrong question. The right question is, “What value does this bring to the customer?”
If you can’t answer that question, it’s time to rethink your pricing page — and probably a lot of other things on your website, too.
In this article, we’re going to focus on how to create a high-converting landing page and avoid the mistakes that can cost you customers and revenue.
1. Make sure your landing page matches your ad
When a user clicks on your ad and is taken to your landing page, they should be able to tell immediately that they are in the right place.
If your ad and landing page don’t match, you’ll confuse your visitors and they’ll be more likely to leave your site and go back to the search results.
A key factor behind high-performing landing pages is clarity of intent. Visitors arrive with a specific expectation based on what they clicked, and the most effective pages reinforce that expectation immediately. When the message aligns with the user’s original intent, it reduces cognitive friction and helps them understand within seconds that they are in the right place. This sense of immediate relevance is often what determines whether a visitor continues engaging or leaves the page.
To make sure your ad and landing page match, use the same title and copy.
You can also use the same images and colors on your landing page that you use in your ad.
For example, if you’re running a Facebook ad campaign, you can use the Facebook pixel to create a custom audience of people who have visited your landing page.
Then, you can create a lookalike audience based on that custom audience and use it to target your ad.
That way, you’ll be showing your ad to people who are more likely to be interested in your offer.
2. Add a headline that speaks to your audience
Your headline is the first thing a visitor sees when they land on your page. It’s your chance to capture their attention and let them know they’re in the right place.
That’s why it’s so important to make sure your headline is clear, concise, and targeted to your audience. In just a few words, it should tell visitors what your page is about and why they should care.
If you’re not sure how to write a headline that converts, try using a simple formula like this one:
[What you do] + [Who you do it for] + [Why it’s important]
For example, if you’re a personal trainer who helps busy professionals get in shape, your headline might look something like this:
Get Fit, No Matter How Busy You Are
Or, if you’re a financial planner who specializes in helping millennials save for retirement, your headline might look something like this:
Secure Your Future, Even if You’re Just Getting Started
3. Use social proof
Social proof is a powerful tool that you can use to build trust with your landing page visitors. Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
In other words, when people see that other people have taken a certain action, they are more likely to take that action themselves. This is why you see so many businesses using customer reviews, testimonials, and other types of social proof on their websites.
You can use social proof on your landing pages to build trust and increase conversions. To reinforce this trust even further, many brands highlight policies like a price match guarantee to eliminate doubts around pricing and competitiveness. There are many different types of social proof that you can use, including:
• Customer reviews and testimonials
• Case studies
• Social media posts and tweets
• Social media follower counts
• Customer logos and badges
• Media mentions and press coverage
• Trust seals and certificates
When using social proof on your landing pages, it’s important to make sure that the social proof is relevant to the offer on the page. For example, if you’re offering a free trial of your software, you’ll want to use customer reviews and testimonials that talk about the benefits of the free trial.
4. Make your call to action clear
There’s no room for subtlety when it comes to your landing page’s call to action (CTA). Your CTA should be the first thing someone sees when they land on your page.
It should also be clear and to the point. Don’t make your visitors guess what they’re supposed to do next. Use a strong command verb and be specific about what action you want them to take.
For example, if you want them to sign up for your email list, your CTA could say “Subscribe Now” or “Get Updates.”
If you want them to download a free resource, your CTA could say “Get Your Free Copy” or “Download Now.”
Whatever you want your visitors to do, make it clear and easy for them to take that action.
You can also experiment with different CTA buttons and placements to see what works best for your audience. For SaaS businesses, the CTA is only the beginning order to cash software automates what happens after the click, from contract to invoice to payment, ensuring every conversion the CTA generates is collected without manual follow-up.
5. Use a button that stands out
Your landing page button is the most important part of the form. It’s what your visitors will click to convert.
If your button doesn’t stand out, it can be easy for people to miss. And that means you could lose out on potential conversions.
You want to make sure your button is easy to see and click. You can do this by making it a contrasting color to the rest of your landing page.
Use a color that is complementary to the rest of your design, but that still stands out. You can also make your button bigger than the rest of the elements on your page.
6. Keep the form short
If you’re using a form on your landing page to collect information, keep it short and sweet. The longer the form, the less likely someone is to fill it out.
Ask for only the most important information, and make sure it’s relevant to the offer you’re providing. Many businesses are now using AI agents for lead qualification to automatically capture, enrich, and prioritize leads without overwhelming users with long forms. For example, on a form for an ebook download, you might ask for a name and email address.
But if you’re collecting leads for a sales team, you might ask for a little bit more information, like company name and job title. Just make sure you’re not asking for too much information too soon.
7. Use a video
Video is a great way to engage visitors on your landing page and get your message across. In fact, landing pages with video have been shown to increase conversion rates by up to 80%.
You can use video to showcase your product or service, tell a story, or simply to add a personal touch to your landing page. Just be sure to keep it short and sweet – most people won’t watch a video that’s longer than a minute or two.
You can also use video testimonials created with an AI video generator to build trust with your visitors. Seeing and hearing real customers talk about your product or service can be incredibly powerful.
8. Make sure your page is mobile-friendly
According to Statista, as of 2021, 54.8% of all website traffic comes from mobile devices. That means that if your landing page isn’t optimized for mobile, you could be missing out on a lot of potential conversions.
To make sure your landing page looks good on mobile, use a responsive design. This will ensure that your page automatically adjusts to fit the screen size of the device it’s being viewed on.
You can also use a tool like Google’s Mobile-Friendly Test to see how your landing page looks on mobile and get suggestions for how to improve it.
9. Test
Testing is the best way to determine what will work best for your landing pages. You can test different elements of your landing pages, such as the headline, featured image, or form, to see if they affect your conversion rate. You can also test different versions of your landing pages to see which one performs better.
There are a few different ways you can test your landing pages. You can run an A/B test, where you create two different versions of your landing page and show them to a random sample of your audience to see which one performs better. You can also run a multivariate test, where you test multiple elements of your landing page at the same time to see which combination performs best.
No matter what you choose to test, the most important thing is to make sure you are testing. This will help you continuously improve your landing page conversion rates and get the best results possible.
You can have a lot of great ideas for your landing page, but you won’t know if they’re working unless you test them. There are a few different types of tests you can run on your landing page, and each one can help you gather data to improve your page’s performance.
A/B testing is the process of comparing two versions of your landing page to see which one performs better. You can test anything from your headline to your call to action to your images.
Multivariate testing is similar to A/B testing, but it allows you to test multiple elements on your landing page at the same time. This can be a good option if you’re not sure which element is hurting your conversion rate.
Split URL testing is when you test two or more completely different landing pages. This can be a good option if you want to test a new design or offer.
It’s easy to write a landing page and forget about it. But if you want to make sure your landing page is doing the best it can for your business, you need to test it.
A/B testing is when you create two versions of your landing page and test them against each other to see which one performs better. You can test different headlines, calls to action, images, and more.
You can also test the layout of your landing page. For example, you might want to see if a long-form landing page converts better than a short-form landing page.
Testing your landing page will help you identify what’s working and what’s not so you can make improvements.
Conclusion
Improving your landing page conversions can help you drive more revenue for your business. By building trust, adding social proof, making your CTAs more compelling, and more, you can help your business grow.