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The Top 10 Ways to Build Landing Pages that Convert Your Audience

March 9, 2023

When you’re part of the creator economy, the way you present yourself online can make or break your business. One of the key parts of your online presence is your landing page or pages. These are web pages meant for a specific purpose, and usually, they're created to convert a visitor into a customer.

So how do you create a landing page that converts your audience? Several factors go into crafting an effective page that catches and holds the attention of your audience. Keep reading for the top 10 tips on how to create a landing page and how to get more leads.

What Is a Landing Page?

A landing page is a stand-alone webpage you create for a specific purpose. There are many reasons you may make a landing page, such as to launch a new product or promote an upcoming event.

While your website will likely have many different call-to-action buttons, your landing page should only have one main call-to-action. This eliminates distractions and makes it more likely that a visitor will convert into a lead or customer.

With Norby, it’s easy to make a high-performing landing page that generates leads. Whether you're looking to make a launch landing page or gain new email subscribers, Norby enables you to quickly make a beautiful performance-driven landing page optimized for driving conversions. Through the easy-to-use landing page editor, our drag-and-drop setup process allows you to design pages seamlessly. Thanks to this tool, setup takes minutes instead of hours or days, allowing you to focus your precious time on what actually matters: getting more customers.

What Makes a Landing Page Drive Conversions?

There are four key elements to creating a performance-driven landing page:

  1. Turn down the noise. Less is more when it comes to building your landing page. Limiting distractions encourages your audience to focus on your call-to-action.
  2. Organization is key. Each piece of content on your landing page should have a purpose, consistent branding, and flow together to cultivate a clear message with an obvious call-to-action.
  3. Make it easy to stay in touch. Not everyone who visits your landing page will convert. And that’s okay. Use a lead magnet like a newsletter signup, eBook, digital download  or video to gain more contacts and build your list. This places them on your email or SMS lists and keeps your brand top of mind when they’re ready to convert.
  4. Listen to your data. Norby makes it easy to see who is interacting with your landing page so you can tell what’s working, and more importantly, what’s not.

Norby’s landing page analytics tool allows you to seamlessly track your landing pages’ performance so you can know and not guess your analytics. You’ll be able to see and understand who is visiting your page, how much time they’re spending on it, how they got there, and whether or not they’re referring other people to your page.

You can also identify members of your audience that have visited your landing page but haven't converted yet. You can then use Norby’s two-way SMS or inbox tool to send that lead a personalized message with a targeted offer or start a conversation that builds relationships and community.

Norby’s powerful all-in-one toolkit is the only one of its kind for the creator economy. Plus, it makes expert marketing tools affordable and accessible to all creators. Quickly transform your audience into landing page visitors that convert into customers by building personal relationships. Make sure your brand is the first thing they think of when it comes to your niche.

When you are passionate about solving a problem and care about the people you are solving for, that translates into a deeper and more rewarding relationship with your audience. To quote Norby’s Co-founder and CEO Nick Gerard, “At Norby, we’re building a platform for people and relationships — not the attention economy.”

Top 10 Ways to Build Landing Pages That Convert

Building a landing page with Norby is easy, but making a good landing page that converts your audience into customers takes some finesse. Here are the top ten tips for optimizing a landing page.

1. Have a Great Headline or Bio

Your headline or bio — depending on how your landing page is set up — is the first thing people notice when they visit your page, so it needs to grab the readers’ attention and keep them interested in learning more. Your headline should be short, sweet, and to the point, while also telling the reader what they need to know about your product or service. It doesn’t have to be clever, but you should use you or your brand’s tone of voice to identify what you’re offering.

A good headline shouldn’t be more than 10-20 words. If you feel like you can’t summarize your products or services in that number, you can add a subheadline to provide additional information. This can go into more detail than the headline and should persuade the reader to stay on the page.

2. Make Sure You Have an Effective Call-to-Action

Less is more when it comes to building a landing page that converts, so your call-to-action should be short and to the point. Take the guesswork out of your messaging and be direct with your wording.

Your call-to-action can come in many forms, like buttons, forms, and pop-ups. Regardless of the type of call-to-action you use, there are a few things you can do to ensure it’s effective at getting more leads. Use words and phrases that are clear and invoke a sense of urgency. Make the call to action stand out on your page, so it’s easy for your audience to find and use. You can also use clever wording, additional information, and images to draw your audience in.

3. Your Call-to-Action Should Be Obvious

Part of crafting an effective call-to-action is making sure that it's obvious. If your call-to-action isn’t clear to you, it won’t be clear to your audience either. Your audience should know exactly what they’re getting if they click your button or follow your link.

In addition, if you have a call to action prompting visitors to sign up or make a purchase, let your audience know that it’s safe and why it's safe for them to give you their information. Transparency builds trust, and most people only buy something from someone they trust.

4. Make Your Page Stand Out

A stand-out landing page is more likely to keep your audience engaged and get them to convert. And one of the best ways to make your page stand out is with color. When you create a landing page, use warm, inviting tones. Don’t simply rely on color psychology, as this can vary widely across cultures and even from person to person. Make landing pages look and feel like you and your brand. Landing pages should feel native to the overall brand,  user journey and experience.

Choose colors that you feel reflect the purpose of your page. Most web pages use three key colors: one for the background, one as a base, and one as an accent. These colors should complement each other and follow the 60-30-10 rule. That is, 60% of color should be in the background, 30% of visual space should be taken up by your background color, and the remaining 10% should be to accent things that you want to stand out, like your call-to-action button.

Experiment a bit until you find a blend of colors that feels right and matches the tone of your brand. Plus, you can choose from one of Norby’s beautifully designed themes for your landing pages if you need design inspiration. Most importantly, be bold and have fun!

5. Showing is Better Than Telling

Showing your audience what you offer is better than telling them. The best way to do this is by giving them examples. Examples educate your visitors and help you build credibility. Credibility then creates trust, or, at the very least, intrigue, which drives conversions.

There are a few ways you can offer examples of your product or service. One way is to showcase a portfolio of your work, like a clip from your podcast, a quote from an e-book, or a video of you speaking at a conference. If you’re offering business coaching, show case studies and results from your clients. Someone who does voiceover work might include clips of their work. A writer may include samples of their pieces.

Another way to showcase your product or service is with testimonials and reviews. Words from happy customers build trust and show your customers that you have a history of excellent service. This also displays social proof, which helps build trust.

Choose testimonials that are specific and provide clear examples of how your product or service benefitted them. You can also include things like the number of subscribers or five-star reviews that you have or any other stand-out metrics that will capture attention specific to your business.

6. Highlight the Value

Your landing page should make it very obvious to your audience what the value of your product or service is to them. After you’ve shown them the value, tell them by clearly stating what the value is. What does an audience member gain from clicking on your call-to-action?

A good way to highlight the value of your service or product is to mention the problem or pain point it solves. For example, if your business is helping people learn how to invest their money, you might mention the fear of not having enough money for retirement or how confusing the stock market seems if you don’t know what you’re doing.

Next, explain how your product or service solves this problem or pain point. Continuing with the example above, you might mention how your service guides people through the basics of the stock market. Or how savvy investing can set them up for a worry-free future. Use optimistic terms like freedom or security.

7. Use Concise Wording

Like with your headline, all the language in your copy should be concise. Straightforward wording drives your audience to your call-to-action.

Turn down the noise on your landing page and avoid fluff. Say what you want to say clearly, but use as few words as possible. Try to avoid adverbs in favor of more powerful verbs where possible. Examine each sentence in your copy. Does every sentence serve a purpose? Is there a more concise way to say what you’re trying to say? The more succinct your wording is, the more likely your audience will convert. Remember, your audience and potential customers are searching for a solution or product like yours. They have high intent, and you want them to quickly absorb your offering so they can make a decision.

This goes for things like colors and images as well. Don’t overwhelm your audience with lots of clutter on your page; they’re more likely to click away. Strive for a sleek and simple look so your audience can easily find the information they need.

8. Educate Your Visitors

Some visitors may require more information before converting than others. Examples aren’t good enough for everyone. Maybe they need to plan ahead or more reassurance that your product or service is the right choice for them. One simple way to provide more information is by adding a Frequently Asked Questions (FAQ) section when you create a landing page.

For example, say your landing page is for a music festival, and your call to action is to sign-up or buy tickets for the festival. Some good FAQs to offer may be:

  • Will people be driving there? Mention parking options, parking fees, and any alternative transportation options.
  • Are you charging ticketing fees? Let your audience know what to expect before they get to the checkout. No one appreciates surprise fees.
  • What can guests bring into the venue? Explain if things like purses, backpacks, or outside food and drinks are banned. Let them know ahead of time so they can prepare.

An FAQ offers your audience a specific section where they can find more information before they convert. If they have their answers in front of them, they’re more likely to follow your call-to-action.

9. Utilize Action-Based Wording For Your Call-to-Action

Action-based words are great for your enitre landing page but are especially important in your call-to-action. These action-based words create a sense of urgency and encourage your audience to act.

Use strong action phrases like:

  • Register now
  • Sign up today
  • Get on the waitlist
  • Join the club
  • Find out more
  • Grab the guide

Longer call-to-actions work too, so long as you’re using them to generate emotion or enthusiasm. You can do this by using action-based wording partnered with techniques like:

  • Making promises: “Learn to code in 12 weeks!”
  • Offering deals: “Buy now for 50% off!”
  • Using adjectives: “Book your perfect getaway!”

Action-based wording is short and sweet but still invites your audience to go on a journey with you. Don’t be afraid to personalize your CTA based on the action you want your users to take, especially with action-based words.

10. Use the LIFT Model

The Landing Page Influence Function for Tests™ (or LIFT™) is a conversion optimization process to help you improve your conversion rates. This model states six conversion factors that can help you evaluate your page to determine how likely a visitor will convert.

Value Proposition

The first and most important conversion factor in LIFT is the value proposition. This is a statement explaining how your product or service benefits the customer and why they should use it. It could be an eBook, coaching, courses, or products you’re selling.

Conversion Drivers

The next three factors in LIFT are the conversion drivers — the things that make a person visiting your page more likely to convert. The three conversion drivers are:

  • Relevance: Simply put, does the landing page match what your audience expects to see when they choose to visit your landing page?
  • Clarity: Is the call to action’s value clear? Aim for minimal comprehension time so visitors can quickly understand what they need to do.
  • Urgency: Make sure the message is clear so the action can take place now. Wording like “limited spots available” or “early access ends next week” creates a sense of urgency that makes conversion more likely.

A high-conversion landing page will be relevant to your brand, transparent in its messaging, and create a sense of urgency in your audience. This helps direct your audience to your call-to-action and makes them more likely to convert into customers.

Conversion Inhibitors

The final two factors in the LIFT model are the conversion inhibitors. These are things that might stop a visitor from converting when they visit your landing page. These are:

  • Anxiety: Be sure your landing page has clear directions and resolves any credibility issues a visitor might have. This goes back to developing trustworthiness with your audience and why that is so important.
  • Distraction: Remove any items that could redirect visitors away from completing your landing page’s call to action.

If a visitor feels stressed when trying to find information on your landing page or gets distracted by a cluttered layout, they're more likely to click away. For a good landing page experience, the page will be free of clutter and distraction while soothing any anxieties that visitors may have about your product or service.

Create an Outstanding Landing Page With Norby

Landing pages are a great way to make an impactful first impression on website visitors. To create a landing page that converts your audience into customers, use clear and concise wording to help drive attention to your landing page’s call to action. Include examples and direct messaging to build trust and encourage conversion.

Norby offers the creator economy’s only true all-in-one toolkit that enables you to fully utilize landing pages to generate revenue for your business. Norby’s analytics and two-way SMS help you make data-backed decisions that turn landing page visitors into audience members. When you combine these tools, you get a powerful growth machine for your brand. Sign up for your free two-week trial today.

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