How to Optimize Your Landing Page Design

A website doesn’t do much good if it can’t convert visitors into customers.

Strong business websites incorporate an entire conversion strategy that starts with traffic and ends with profit. One of the key components of that strategy is your landing page.

It’s the real work horse of any online business.

An optimized landing page design is critical for creating a website that increases your sales, engagement and profitability. That’s why we wanted to talk about it on the blog today. The following steps are a basic framework for optimizing a landing page that converts.

(And if you need some more reading material, go check out our mega-list of 67 links to double – or even triple – your conversions.)

Step 1: Really Understand Your Target Market

The most successful landing pages don’t attracts thousands of visitors — they attract hundreds of qualified prospects.

Before you can design a highly optimized landing page, you must understand your target customers. After all, the more you know about your customers, the easier it is to sell to them.

A few of my favorite ways to get to know customers include:

• Ask questions. Reach out to customers (or potential customers) via phone, email or Twitter. Get to know their goals, struggles and biggest pains. Simply taking the time to talk with them will reveal more than any Google search.
• Browse Quora. This site is a goldmine of information for customers across various target markets. Go look at the questions your customers are asking and answering. Their activity on the site can give deep insight into who they are and what they need.
• Review the facts. Sift through any hard data, market research and case studies you can find about your target customer. Learn about the things they need by their behavior.

The combination of these things will help you develop a strong customer profile. Then – and only then – you can create an optimized landing page that speaks to their true needs.

Step 2: Choose the Right Messaging

There is only one purpose for a landing page: motivate visitors to convert.

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As a writer, digital marketer and successful entrepreneur, I’ve found that solid copywriting is the foundation for your conversion. It’s the way to:

• Attract customers with language that speaks to their needs, wants and pains.
• Highlight the real customer benefits of your product or service.
• Tell your customers what to do next by formulating a strong call-to-action.

You could design the most beautiful landing page. But without the proper messaging in place, it will fall flat. If you really want conversions, choose the right messaging.

Step 3: Select Images the Reinforce the Content

The wrong image on your landing page will ruin even the best web copy.

Seek out images that reinforce your overall goals. I know it may seem silly – the idea that an image could accomplish that. But a picture is worth a thousand words, remember?

Images that truly strengthen your landing page optimization will:

• Establish a connection with your target market. It’s the simple idea that if you’re selling to chefs, your headline image shouldn’t be an auto mechanic. Obviously, the idea goes deeper than that. But on the surface, it’s that simple.
• Supplement your message. Images evoke mood and tone just like words. Look for images that are aligned with what you’re attempting to communicate.

If the words and images aren’t working together, they’re working against each other.

Step 4: Use Testimonials to Convince Your Audience

Customers need confirmation before taking action.

Testimonials on your landing page convinces wavering prospects that it’s safe to purchase from you. Others have, and they are satisfied.

Optimize your landing page design by incorporating smart testimonials throughout the page. While social proof placement can work well just about anywhere, I’ve found that putting it right after the benefits and before your call-to-action works well.

When including testimonials on your page, make sure to abide by these guidelines:

• At minimum, place the customer's name alongside the quote. If you are selling B2B products or services, include the person's job title and a clickable link to the business.
• When possible, use an image of the person giving the testimonial. Placing a friendly face next to the testimonial gives it a more authentic, believable feel.

Step 5: Make Your Call-to-Actions Prominent

The call-to-action is the most important part of your landing page design.

This is where you tell your customer what to do next. A vague or weak call to action that doesn’t motivate an immediate response will cost you money.

A good call to action includes:

• Attention-getting colors or a distinct look. Make your call to action easy for your target customers to find.
• Clear instructions, and a reason to follow them now. Time sensitive offers work particularly well.
• A mitigation of risk. Offering a free trial or a guarantee takes away the fear of making a mistake, and it gives customers the confidence to act now.

Is your landing page optimized? If not, don't lose another sale because of its poor design. Update your landing page design to incorporate today's best practices.