Chris Schutte

February 1, 2023

How To Increase the Conversion Rate On Your Landing Page

Reading Time: 4 minutes

Building an effective landing page requires effort but is not rocket science.

To succeed online, you need to understand what makes a strong landing page that converts visitors into paying clients in Johannesburg. You’ll need to put more thought into the process than just making something that looks pretty.

So, how can you take the mystery out of it all and introduce a successful landing page to the World Wide Web? This article will teach you how to increase the conversion rate on your website to bring in more customers. Let’s dive right in.

What Is a Landing Page?

A landing page is made to meet the needs of people who come to the page with particular objectives in mind. It’s a special webpage made just for a certain advertising campaign. Any time a user clicks on an advertisement, whether it be in an email, a search engine result page, or a social media post, they are directed to a landing page designed to collect data in exchange for something of value. This could be anything from a discount at a local store to B2B insights in a white paper.

A successful landing page has one objective and caters to one type of visitor. It offers unique insight into a topic that interests your audience and goes into depth about it.

Landing Page vs Home Page: What’s the Difference?

Learning the differences between a landing page and a homepage is crucial.

Your website’s homepage acts as an online storefront or business card. The main goal is to make a good impression so that people will stick around and look at other pages until they find what they need. For instance, it may feature reviews and links to your service or product pages. Visitors can click the provided links to learn more about a given service or product.

On the other hand, a landing page is the main page that caters to the unique informational requirements of your intended audience. Its sole purpose is to attract visitors from a particular channel, such as a paid search ad or an email marketing campaign.

How To Increase Conversion Rate With Landing Page Design

Even though all landing pages aim to increase conversions, there is no foolproof method that can be applied across the board. There are several elements to consider when building your landing pages, such as your target market, your brand’s voice, and your expected conversions. It takes time and effort to learn about your target audience and figure out how to best appeal to them so that you can design an effective landing page.

Not having a tried-and-true landing page template at your disposal is frustrating, but there is a wealth of knowledge out there about what works. Every successful landing page shares a few common characteristics. To help you out, our Johannesburg web agency has compiled this list:

Compelling Headlines

Headlines will be the first thing people see when they land on your page. To gain the attention of your intended audience in South Africa, you need a catchy headline and maybe even some subheadings to back it up.

For a compelling main headline, it needs to be:

  • Informative, relevant, and engaging
  • Concise, ideally no more than 10 to 20 words
  • Easy to understand

And your subheadings need to be:

  • Connected to the main headline
  • Convincing
  • More in-depth

Strong Visuals and Media

Just imagine being sent to a website that consists entirely of text; how would you feel? It’s highly unlikely that you’ll be interested enough to stay. Improve your landing page’s visual appeal by using engaging media and images that showcase your offering and inspire curiosity.

Landing page content can be broken up with images and media to keep the visitor interested. Images are an integral aspect of marketing campaigns, both online and offline, and they are there everywhere we look in Johannesburg these days.

Think about your target audience and what they find compelling when deciding what photos to use on your landing page. Visual elements such as photos, graphics, illustrations, and videos can be used on landing pages to help achieve your goals and promote your offer.

Engaging Copy

It would be a waste of time to put in so much effort to create an engaging headline and compelling visuals only to fall short when it comes to the copy that convinces readers to take action. Your content needs to be easy to understand and should lead the reader to take the desired step. In addition, using “you” and “your” in compelling copy makes the reader feel like the writer is speaking directly to them.

The copy on your landing page should explain how your product or service will help the visitor. Now that they’ve reached the landing page and read past the headline, you need to encourage them to move to the next level, whether you’re trying to get them to sign up for a free trial, buy a product, or download an eBook.

Visible Form Fields

You need to strategically place your form on the landing page to attract qualified South African leads. Having people hunt around your landing page for your form is not a good idea. That’s why it’s best to place your form above the fold. When a contact form is “above the fold,” users can see it without having to scroll down the page.

Don’t get too fancy with the form; keep it short and sweet. In addition, make sure the questions on the form are relevant and helpful to the prospect’s experience with your Johannesburg company.

Clear and Catchy Call-to-action (CTA)

Of all the features on your landing page, the CTA may have the most significant impact on conversion rates. For the CTA button to be noticed, it should have a contrasting colour from the rest of the page. Choose an action verb like “submit,” “download,” or “get it now” to make it crystal clear to visitors what you want them to do.

The Bottomline

All your hard work will pay off on a landing page that converts well. This is where visitors click, customers buy, and you make money. Following the guidelines we’ve outlined above will have you well on your way to increasing the conversion rate on your landing page.

We are a website design company in Johannesburg that specialises in all things involving digital marketing and web design. We can help you design a landing page that converts visitors into customers.

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