A High-Converting Landing Page’s Anatomy

Did you know your landing page requires a recipe to succeed. A high-converting landing page is like a magical recipe with just the right ingredients. Too much flour and the message is dry across your customer’s tongue. Not enough flavor and your customers aren’t enticed to convert. Following the recipe for the perfect website landing page with precision helps boost conversions. Gone are the days of hiring douchebag “Funnel Bros”. You can shed the fear of missing out on leads. All it takes is the right recipe. So what are the ingredients…exactly? What is it that make sales conversion rates soar? What keeps your customers coming back for more? Is it the design? The copy? The offer? Actually, it’s all of those things — and more. Creating an offer your customers can’t refuse requires accuracy and attention to detail. Make an entree even Gordon Ramsay would approve of. Take a seat at the dinner table and appeal to what matters most to buyers. Showing your customers you care and aim to make their lives easier is the only way to succeed. Remember: authenticity wins every single time. Your landing page should be an extension of your brand image with every ingredient necessary for success.

Before Creating a Landing Page

Before you start putting the pieces together, it’s essential to remember that every landing page has the same key elements. You may be itching to break the mold and differentiate yourself from the competition. The problem? If you don’t include the necessary ingredients, you’ll burn the kitchen to the ground. And your business right along with it. Don’t substitute flour for sprinkles. Add to the key ingredients instead of replacing them. As a business owner, you must understand who you’re serving. How and who you deliver your offer to will determine whether you sink or swim. There are five questions to ask yourself before building your leads page:

1. What is your goal?

The goal is to convince visitors to take action regarding your offer. If you want more bookings, every piece of copy should point the customers to that goal.

2. Who are the competitors?

Your competition is any other home service business that offers services similar to yours.

3. Who is the target audience?

Your target audience is the group of customers you want to serve. If you send your offer to the wrong people, you’ll end up stifling conversions and sales.

4. How did they arrive at my landing page?

Tracking which of your marketing channels produces the most results will allow you to optimize your strategy.

5. How do the conversions work?

A conversion is when the customer completes the desired action. The content and design of the page will impact the average conversion rate. Optimizing the marketing strategy for your home service business doesn’t have to be a losing game. Book a call with Wizard of Ads® today!

The Anatomy of a Landing Page

So what does a high-converting landing page look like? Below are the eight essential landing page elements that create the perfect recipe for success.

1: A Clear Unique Selling Position (USP)

A USP is a brief statement that tells potential customers what makes your business different from others in your industry. There are only so many home services you can offer. What makes your offers the obvious choice? What do you offer that other businesses don’t? Your USP should be prominently displayed so that visitors immediately know what to expect from your business. Including a USP can help with conversions and give potential customers a reason to choose your business over others.

2: An Eye-Catching Headline and Strong Supporting Copy

A strong headline is one of the most crucial features of your landing page. The goal is to catch and keep the customer's attention throughout the page. Paint the picture of what challenges your customer is currently facing. Maybe their AC unit is protesting as the hellish summer months roll in. Or the pipes to their throne room have closed up shop—and they’re a family of five. Addressing your customer’s pain points and how they manifest on a daily basis shows you know what they’re going through. Highlight how your offer is the solution they need and describe how their future could look.

3: Key Features, Benefits, and Advantages

Benefits and features are essential elements of a landing page because they provide value to potential customers. A feature is the function of the service you offer, and the benefit is the impact of that feature on the customer. The advantage is the actual felt need based on pain and pleasure points. Highlighting what your customer will get from your service creates a strong sense of why they should buy from you. When it comes to creating compelling benefits and features, focus on what your customers care about most. What are their pain points (think money, stress, time)?What are their pleasure points (think ROI, peace of mind, time savings)? How can your product or service help them achieve those things? Focusing on the customer's actual felt needs will help you isolate and articulate benefits and features that resonate most with them. As a result, they’ll want to learn more about what you have to offer.

4: Engaging and Personalized Content

Here’s the harsh truth. If you don’t make an effort to create engaging content, you don’t deserve the “good customers”. This all ties back to truly understanding the actual felt needs of your target audience. When you understand what actually matters to them most, you will serve them at the highest level? Therefore, what elements could you include on your landing page to draw their attention and retain their interest? Customer acquisition is never free. Whether you’re paying for advertising or investing your time, all of it has a cost. The smarter you work at connecting with your audience, the more conversions you’ll gain. Roll up your sleeves and remember: the only thing in magic pills is elbow grease.

5: Stunning Relevant Visuals (Images/Videos)

Another essential element of the perfect landing page is stunning visuals. This could be in the form of images, videos, or even infographics. Visuals capture your audience’s attention and give them a taste of what you have to offer. Powerful visuals communicate your message more effectively than text alone. When it comes to google conversion, studies show that including visuals can increase your conversion rate by up to 80%. People are more likely to remember information presented in a visually appealing way. Include pictures that accentuate the story you’re telling. Make sure your background image is congruent with the narrative.

6: Social Proof (Testimonials/Reviews)

People always want to know what other customers think about your service before taking the plunge. For example, including verifiable 5-star reviews and testimonials builds trust with your prospective customers. In contrast, a landing page without the social proof that verify your services may fail to optimize conversions.

7: Urgency

One way to secure high conversions is by incorporating urgency. Customers are more likely to follow through if faced with a time or supply limit. Offering a discount for your most popular service is the most obvious option, but limiting spot availability due to time constraints holds a much higher level of integrity. The key is to ensure you are not making unsubstantiated claims. As long as your use of urgency is strategic, you’ll see increased conversion rates in no time.

8: Your Goal - Hyperspecific Call-to-Action (CTA)

Your CTA is the soul of your landing page. It drives conversions and tells your visitors what to do next. A CTA can be as simple as a button that says "Buy Now" or "Sign Up". But it can also be more complex, like a form that asks for your name and email address. The CTA should be placed prominently on the page and visually stand out. Clear and concise, it should tell users exactly what they need to do next to fulfill their need. This element alone is the gateway to improving landing page conversion rates. Without a CTA, there’s nothing to measure. Customers need to be guided throughout the content and become inspired enough to take action.

A Great Landing Page Is…

A great landing page relies on its contents but also on its accessibility. The goal is to make the experience as effortless as possible. Your website conversion rate depends on it.

Fast

Fast-loading landing pages help with conversion by providing a better user experience. Users are likely to stay on your page if it loads quickly, increasing chances for a conversion. You can help ensure a fast-loading page by compressing images, using a content delivery network, and minifying code.

Shareable and clickable buttons

Shareable and clickable buttons provide customers with an easy way to take action. For example, your CTA button needs to lead to the action you want them to take. The goal is to make it as simple as possible for your customer. The fewer steps they have to take, the better.

Mobile-friendly

Most consumers in today’s market search the web on their phones. Without mobile optimization, you'll lose out on customers. A mobile-friendly landing page can help you:

• Rank higher in search results.
• Improve your click-through rate.
• Boost your conversion rate.

One mobile-friendly landing page example is for Apple’s iPhone. The mobile optimization includes large images and clear CTAs easy to tap on a small screen. Even the slightest adjustments help improve the mobile experience.

Uses emotion-evoking colors

Your brand colors should make your customers feel. Ensure continuity by sticking with your brand colors. Create cohesion across your images and colors relevant to your offer. The vibrant red of the Coca-Cola logo evokes excitement and passion. The forest green hue of the Starbucks logo symbolizes affluence and freshness. What emotion do you want to elevate in your customers when they think of you?

Contains “Thank You” Page

Creating a well-designed and thoughtfully written thank you page is a powerful way to show your appreciation. This will help you humanize your brand and foster a connection with your customers. A thank you page is also a tool to promote your website, blog, or social media channels. Include links back to your site to increase traffic and potential customers.

Tested

It’s always best practice to test your page before publishing it. Make sure the text lines up correctly. Click the buttons to check the CTA link and ensure it leads to the right place. Be sure to adjust the mobile view in the landing page builder. Test this version as well to confirm the changes you made reflect accurately. If the text is too small or something is missing, you can fix it before clicking publish.

Trackable

Last but not least, a great landing page is trackable. Analytics will tell you what customers do on it and what’s working (so you can fix what isn’t). Tracking data can help you:

• Understand how people are finding your site.
• See which marketing campaigns are working.
• Test different versions of your page to see what converts best.
• Make data-driven decisions about your site.

Every piece of data you receive is critical to your marketing strategy. It will enable you to optimize your landing page until you’re getting the results you want.

Turn Your Prospects into Buyers

The most important thing to remember is that your landing page must be relevant and useful to your target audience. Make sure that you're providing them with relevant content and a valuable offer. Include clear calls to action to guide your customers. With engaging, targeted content, you can create an effective landing page that will turn browsers into buyers. Ready to grow your business and boost conversions? Book a call with Wizard of Ads® today!