A high converting landing page should engage buyers and generate leads. It’s important to put thought into your landing page because it’s the first impression a potential buyer gets of your company and product.
This post is a recap of the webinar Live B2B Software Website Assessment, hosted by Capterra’s Marketing Services Associates Casey Wagner and Maria Carolina Lopez. After reading you’ll know their 5 secrets of a high converting landing page.
Strong Value Proposition
A strong value proposition is a short description, one or two lines, that briefly describes your product and target audience. When a potential buyer lands on your page it should be apparent what your software is, and who it will serve. It’s unlikely a buyer will spend time digging for information on your product, meaning it’s important to display your value proposition boldly at the top of your page. This will make it easy for the buyer to quickly learn what your product is all about.
Attention Grabbing Call to Action
Now let’s talk about your call to action (CTA). An optimized CTA is a button that’s linked to a short form and lives above the fold on your page. It should clearly state what action you want the buyer to take. Lopez finds what converts best for Capterra clients is “Free Trial” or “Free Demo.” From that, a buyer will know what you want them to do, and what they will get in return (something free, and everyone wants that).
Also, make sure to keep the linked form as short as possible. A form that’s too long might overwhelm a buyer and cause them to abandon your website entirely. Lopez finds the sweet spot for a CTA form is “four to six fields.” Lastly, make your CTA really jump out from the background images, and colors on your page to attract buyers as much as possible.
Adding trust elements to your page is an easy way to gain credibility in the eyes of a potential buyer. A trust element can be anything from user reviews or testimonials to customer logos. Keep in mind, when picking trust elements for your page, they should be genuine, relevant, and fresh.
These reviews and logos should come from legitimate sources and should be applicable to the product you’re trying to sell. Make sure to revamp your reviews, cycling them out for new ones every year or so. Finally, if you use customer logos, choose ones from companies that are recognizable by most buyers in your market.
You’re almost there! Clear content is all about making sure buyers can easily read and digest the information on your page. Strong headlines, a clear list of product features, text that is broken up by images or whitespace, and only one CTA are the key elements of an easy to read landing page.
Strong headlines create clear stopping points on your page and allow information to remain organized and less daunting to the potential buyer. For features, keep them in a simple format that is separated by icons, images, or white space. The same goes for text, stick to the highlights and make sure you’re not overloading your page with too much information.
Wagner and Lopez also suggest you stick with just the original CTA. You can repeat it multiple times throughout your page, or make it sticky to follow the buyer as they scroll. Stay clear of having lots of links that lead to various prompts or informational pages. Wagner says, “navigating someone away from the page dilutes the conversion path.” You want to create a clear path for the buyer to take.
Keep it Pretty (and Authentic)
An important finishing touch is to keep your page aesthetically pleasing and authentic to your company’s brand. Make sure the images you use don’t look (even if they are) like standard stock photos. When picking from good stock images, or images you’ve created yourself, always keep your company’s brand and target market in mind. Relevant images and icons can add value to a page, while unauthentic or poorly chosen ones can distract from your overall message.
Look at that! You’ve just created an awesome, grade-A landing page in the eyes of Capterra, and potential buyers. These features are simple to implement and will elevate your landing page to a high converting one. Comment below if you’ve seen success with any of these elements on your page, or if you have any other recommendations you’d like to share!
Ready for more advice? Watch the full webinar here:
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