So, you’ve spent time creating a landing page for your business, and you’ve been getting some clicks but not much action besides that. You’re struggling to improve your landing page conversion rates and know you’re missing out on qualified leads but are unsure of the next steps you should take. Sound familiar? Many business owners struggle with this. They know their offer inside and out, but they’re not always sure of the best way to present it to hook their audience in. Luckily, we’ve compiled the best tips for changing those clicks into conversions with several of our top strategies for optimizing your landing pages for maximum impact.

Design

One thing you should look at if you want to optimize your existing landing page is the design. Does the design feel intuitive and easy for your target audience to understand? Or is the design cluttering your landing page? Does it utilize your brand’s colors, fonts, logo, and other materials, or is it just a plain page that could be for anyone’s business? Remember, your landing page is an opportunity to curate your aesthetic and connect with your customers through visual messaging.

So, what is your design saying? If you’re not sure where to start, you might consider looking at some of your favorite brands or creating a mood board to help you brainstorm and construct the visual identity of your landing page. Because ultimately, if your design can effectively evoke a response from your visitors, you will begin seeing higher conversion rates and lower click-through rates (CTR).

Copywriting

Another aspect of your landing page you should review if you’re looking for ways to optimize it is your copywriting. Copywriting, or copy, refers to the words you use on your landing page that will transform prospective clients into lifelong customers—if utilized effectively. For starters, you need to not only understand your offer and its unique value proposition but also keep your messaging and narrative consistent throughout so that visitors don’t get confused. You may also consider integrating social proof in the form of client testimonials or case studies to bolster your credibility.

Beyond reviewing that your copy is consistent and on-brand and incorporating testimonials into your landing page, the most important thing you need to ensure is that it focuses on your customer and their problems. We always stress this to our Client-Partners—how is your offering the ultimate solution to your client’s pain points? And this is where you should always come back to within your messaging.

Visual Hierarchy

Once you’ve reviewed the individual pieces of design and copywriting, it’s time to “zoom out” and look at the overall visual hierarchy of your landing page. What are you looking for exactly? Well, for one, you need to ensure that your design and copy work cohesively together. Ask yourself: Are the most important points you’re trying to make legible and near the beginning? Or do you only get to the point near the end of the landing page? Does your design strengthen the messaging of the copy and vice versa, or hinder it?

We’ve talked a lot about structuring your landing page so that there’s a balance between the words and the visuals, because this can make or break a page’s effectiveness. If you’re still not sure about the visual hierarchy of your landing page, you might follow this very common structure: start by identifying your client’s pain points, introduce your offering, explain its benefits, explore the features, incorporate social proof, and add a strong call-to-action (CTA).

CTA Optimization

Now that you’ve looked at your design, copywriting, and overall structure, the last thing you need to consider is what exactly you want these visitors to do. If you don’t have clear CTAs, they might have no idea what the next steps are. To avoid this, we recommend creating enticing, stand-out CTAs and keeping them obvious.

For example, you might utilize a contrasting color that’s not used as much throughout the rest of the design to draw their eye. And then, do not overcomplicate things; have your CTA just say “Learn More Here.”

You might also consider adding multiple CTAs throughout your landing page, especially if it’s on the longer side. And remember, even if you’re selling a high-level solution to a complicated problem, you still need to be able to have straightforward messaging that incorporates simple CTAs to help get those conversions you crave.

Final Thoughts

Although you could spend hours and hours poring over your landing page, trying different things to make it as perfect as possible, we hope these tips provided some clarity on where to start instead of spinning your wheels. No business owner wants their landing page working against them, and when you take the time to review and optimize your landing page’s design, copywriting, visual hierarchy, and CTA integration, you can make it start working for you instead. Because ultimately, we’re all trying to transform those clicks into conversions to help boost new client acquisition and increase sales.

Are you interested in learning more about website messaging and how we can help you hone your voice? We’ve helped hundreds of businesses just like you create messaging that resonates with their audience and motivating them to take action. So, if you’re ready to increase the number of qualified leads in your pipeline and gain an advantage over your competitors, Contact our team at Tulip Media Group today!