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5 Secrets of a High Converting Landing Page

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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.

Trust Elements

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.

Clear Content

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:

If you have webinar topics you would like to see covered in the future, please comment below or email us at We’d love to hear from you!

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About the Author

Casey Briglia

Casey is a member of Capterra’s Vendor Marketing team, where she assists with marketing and lead generation efforts. She is a graduate of Virginia Tech and enjoys watching movies, and playing with her dog in her free time.


NIce Blog

Great write up, I found this very interesting. Thanks for sharing.

All I wanna know is if that church management software site did any split testing with its button color. I’ve done my fair share of reading and they all said that red was the best color to use for your buttons (CTA buttons) pretty much all of the time. Their CTA is already great as it is, but I have to wonder if they’d see a noticeable difference if they just tweaked that button’s color a bit from orange to red.

Oh well. Great article, and great examples of what well designed landing pages look like! TapClick’s especially is super nice looking. Love that CTA.

Thank you for all the tips. I think you should have given links of some best converting landing pages. Please check if it is possible now.

Murali Krishna

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