A landing page is the focus point of your online sales funnel. It’s what tells a visitor to your website how to act on their interest in your business. There are many different kinds of landing pages, focusing traffic from hundreds of different sources and for hundreds of different reasons and desired actions. In this article you’ll learn exactly what a landing page is, how to create one, and the five steps you need to take to create a landing page that converts a lead into a customer.

1. How to Create
a Landing
Page that
Converts

3. How to Create a Landing Page that Converts
1
What, Exactly, IS a Landing Page?
2
Decide on your USP
3
Choose an Appealing Image, Video or Graphic
4
Choose a Solid Call-to-Action
5
Include a Short but Clear List of Benefits
6
Involve a Trust Symbol or Social Endorsement

4. 1
What, Exactly, IS a Landing Page?

5. What, Exactly, IS a Landing Page
A landing page is the focus point of your online sales funnel. It’s what tells a visitor to
your website how to act on their interest in your business, what turns a windowshopping internet user into a person in your shop, trying on shoes.
There are many different kinds of landing pages, focusing traffic from hundreds of
different sources and for hundreds of different reasons and desired actions.

6. 2
Decide on your USP

7. Decide on your USP
Your USP (Unique Selling Point) is what sets your business apart from others. Your
landing page needs to communicate this point immediately and obviously. Most
studies agree, you have less than five seconds to convince a visitor they should
stay.
5 USP and Value Proposition Ideas:
1
Put the monetary value of your product or service in simple terms
2
Use the word Free - making the risk vs reward ratio ideal
3
Create a positive comparison to a well-known brand
4
State the expected return-on-investment
5
Offer success, either long-term or immediate

8. 3
Choose an Appealing Image, Video
or Graphic

9. Choose an Appealing Image, Video or Graphic
Images grab the attention of your landing page traffic. They also communicate
ideas much easier than text.
A/B Tests and numerous case studies have shown the most effective image in
online marketing and advertising to be a picture of a smiling person.
Despite this, I highly recommend testing the effectiveness of different images for
your own business’ audience. Your site-visitors may respond more to text, color or
even an image of a beach than that of a person. Then again, they may like a video, or
no image at all. Track your new page’s conversions carefully, and see what works for
you.

10. 4
Choose a Solid Call-to-Action

11. Choose a Solid Call-to-Action
Your CTA is one of the most important variables within your landing page. I
mentioned above that your landing page is what focuses an internet user’s attention
where you want it. Your landing page’s CTA is the center of that focus. It gives
them a single option for action.
Making your CTA clear, contrasting in color, and appealing is a vital part of a
successful landing page.
8 Call-to-Action Ideas:
1
Sign up Now
5
Buy Now
2
Learn More
6
Request a Quote
3
Create my Account
7
Start your Free Trial
4
Take the Tour
8
See Plans and Pricing

12. 5
Include a Short but Clear List of
Benefits

13. Include a Short but Clear List of Benefits
Providing 3-5 benefits is the second part of your page’s USP. Your headline and
value proposition grab their attention in less than 5 seconds. They decide to
engage further, and it’s this short and obvious list of benefits that really sell them
on your desired action.
I recommend sitting down and establishing the five selling points based around
your business or product. Use the most appealing of these (I like dollar values) for
your initial headline, subheader or value proposition. The next four write as single
sentences (if not phrases) in list form.

14. 5
6
Involve a Trust Symbol or Social
Endorsement

15. Involve a Trust Symbol or Social Endorsement
The simple addition of a trust symbol to a landing page has been known to increase
conversions by 42%. Social endorsements work the same way by providing proof of the
legitimacy of your product or business. People, especially social media users (where
much of your landing page traffic will come from) value the word of their peers or a
respected authority.
Social endorsements can be as simple as the logo of the most well-known businesses to
utilize your service. Or include four or five customer testimonials. If applicable, I’d
absolutely recommend a trust symbol or ‘official partner’ seal from an authority or
recognized organization.

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