How to create a landing page that converts (copy & and design tips!)

I want to share some copy and design tips with you for how you can create a landing page that converts. But first…

What is a landing page?

I think it’s safe to say that a lot of people will assume that their homepage is their landing page. But I want to broaden your horizon on what your landing page actually is, because there are so many different types.

A landing page, is any page that someone was driven to, after clicking on something. You could click on something in the Facebook app, in an Instagram bio, in an Instagram story swipe up or even in Google, and the page that you are then taken to, is a landing page. I know that’s a really broad description, but that’s because landing pages are everywhere.

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Types of landing pages

There really are SO many types of landing pages that exist. I’m going to share a bunch of examples with you now and I want you to think about which ones you use in your business.

The common types of landing pages include:

• a lead gen page (which is probably the most used one)
• an opt-in page
• a webinar registration page
• a webinar sign up confirmation page
• an ebook download page
• a sign up page for a complementary consult
• a promotion page where people can sign up for a free course or challenge that you have
• a course enrolment confirmation page
• a resources page where they input their email address in exchange for resources
• a social share request page
• a coming soon page (this is another super common one- for a website or course that’s coming soon)
• a contest page
• a Facebook ad page
• a webinar or video replay page
• a thank you page (whether they’ve bought something or downloaded something)
• a wait list (for your services, a program or a product you’re releasing)
• a long form sales page
• a launch page
• a bonus delivery page
• an upsell page
• an upgrade page
• even a 404 page (for example, “oops, you’re in the wrong place”)

There are definitely so many more types of landing pages, but hopefully now you understand that a landing page is not just your homepage. And I’m sure even already utilise so many of the other landing pages I just mentioned, so now you can start to think how you can use them more strategically.

You don’t want your landing pages to be basic and without a real purpose. You want your landing pages to be created to convert your dream clients.

So with that, lets dive into some copy and design tips for your landing pages…

1. Use the rule of one

First of all, is the rule of one. When it comes to any landing page, you need to make sure that you are presenting one offer for one client, and showing that client one big promise or guarantee that your offer will create for them.

The one offer you present doesn’t have to be paid by the way. It could be a free resource, a giveaway or even a sign up sheet to your waitlist. Or it can be a paid offer like a service, product or course. You just need to make sure describe exactly what that one offer is.

And then you want to consider who the offer is for. Who is the one client that you are speaking too? Because if you write generically and you write for everyone, when a client looks at your landing page they will be confused as to whether the offer is for them. So you also need to be really specific about who you’re speaking to.

Then you also have one big promise that you’re making to your client. What is the guarantee or the transformation that your offer will create for them? For example, the promise I include on my webinar registration page is that I am going to show them how they can become the number one choice for their dream clients by teaching them how to write copy that converts so that they don’t have to waste anymore more time working with the wrong clients. The promise you make will look different depending on what the landing page is, but you want to make it specific to your one offer for you one client.

2. Address your client’s pain points and desires

Your client is on your landing page for a reason and it’s because they have a pain point. So make sure you paint a picture of what that looks like for them. And then you want to paint a picture of what it will look like once they’ve resolved their struggle and what benefits they will get.

How you write this will look different depending on the type of landing page you’re creating, but you need to be really clear on what your client’s exact pain points and desires are. Knowing this comes back to having done your research properly and actually knowing what’s going on inside your ideal client’s head. This is why it is so important to complete your research before you write any copy.

3. Acknowledge what your client is trading

Another crucial element of your landing pages is to touch on what your client is going to be trading in return for what you’re giving them. They could be giving you their email or socially sharing something or making payment. What they’re trading will come down to your goal of the page.

4. Include your bio

Now you don’t always need to include a bio on a landing page, especially if you’re attracting a cold audience. But it can be something to test out. If you do include your bio, you need to consider what story you want to tell that will relate to your one offer, your one client and your one big promise. So you’re not just sharing your bio for bio’s sake. Your bio has to actually be relatable and build trust between you and your readers.

5. Add in social proof

Another thing along the lines of building trust and credibility, is social proof. You can use social proof on our landing pages to help them convert, no matter what kind of landing page it is.

For example, you might be creating a landing page for your webinar registration confirmation. The social proof you include might be people saying how amazing the webinar was when they watched it, so it will act as a reminder for someone to show up. You would include this kind of social proof if your goal was to increase the show up rate for your live webinar. So you will include different kinds of social proof, depending on the type of landing page. You might also include social proof where you discuss your client’s desires or include your bio.

But what you want to keep in mind when it comes to including social proof, is that it needs to support the argument you’re trying to make. Don’t just randomly add in social proof, cross your fingers and hope that it’ll work. Because if the social proof isn’t intentional, it’ll just be a waste of space.

6. Use a clear font

Personally, I’ve found that clear font is best. Something like Sans font that is easier to read and quickly. where you can, if possible it is just easier to read quickly. Now I’m not a designer, so definitely take your designer’s advice on this, but definitely choose clean over fancy font.

7. Use bold colours

The same goes for the colours you choose as well. I’ve found that bold, bright colours is best. Especially when it comes to a call to action button you want them to press. You want the button to stand out and be super clear. In fact, any call to action you want to make, you have to make sure it isn’t hidden on the page. It needs to be obvious what you want your readers to do next and where they need to do it.

Those are a few different of my copy and design tips on how to create a landing page that converts. Most importantly, I want you to see that there are so many different landing pages where you can optimise your copy for conversions.

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I’d love to hear your thoughts

Thanks for reading this post! I hope you found it valuable. As always, I’d love to hear your thoughts. Comment down below and let me know what you found most helpful or surprising about creating landing pages that convert!