Did you know visitors decide in just a few moments whether to stay on your website or leave? Your landing page is often your brand's first impression — and when it comes to business, those first moments can make or break a deal.
For many industrial organizations, using the home page as a catch-all landing page is common. However, this approach is not ideal. Home pages serve as the starting point for a customer’s journey, offering multiple paths for exploration and interaction. They are designed to engage various visitors with different intentions, from learning about potential solutions to finding specific products.
Landing pages, on the other hand, are designed with one specific action in mind—whether downloading a resource, signing up for a demo, or completing a purchase. When you use your home page as a landing page, you're likely to overwhelm users with too many options, reducing the effectiveness of your message.
But don’t worry; improving your landing page is easier than you think. By focusing on clarity, simplicity, and a single call to action, you can turn clicks into conversions and make sure every visit counts.
Get Very Clear on Your Messaging
Before designing your landing page or home page, it’s crucial to get your messaging crystal clear. Know exactly who you’re writing for and what action you want them to take. This clarity helps you keep the page simple, focused, and effective. Remember, landing pages can be tailored to very specific audiences. If your business serves multiple Ideal Customer Profiles (ICPs), this landing page might be targeted at just one of them. The more specific you are, the better you can speak to them, making them feel seen and understood.
Use Story Elements to Enrapture Readers
When crafting your landing page, think of your reader as the hero of the story. At Strativise, we draw from the StoryBrand framework; your job is to guide them through their journey, not overwhelm them with details. The best landing pages follow a simple narrative: acknowledge your audience’s pains, show them the gains they can achieve with your solution, and provide a clear path to their desired outcomes. By positioning your product or service as the tool that helps them succeed, you turn your landing page into a powerful tool for engagement and conversion.
Utilize the Space Above the Fold Effectively
The hero section—the area at the very top, sometimes called the fold—is your first and best chance to capture your audience’s attention. In just a split second, you need to resonate with their problems and let them know they’ve found the right place. Avoid overwhelming them with text; instead, use clear, direct messaging that speaks to their challenges. White space is your friend here. It keeps the design clean and focused, making it easier for users to digest your message without distraction.
Keep CTAs Simple
Your call to action (CTA) is the most important element on your landing page. While home pages often offer multiple paths for users to explore, a landing page should have just one clear, compelling, and strategic CTA. Whether downloading a resource or signing up for a demo, make sure your CTA is abundantly clear and leads the user down the desired path. Too many options can confuse and overwhelm visitors. Guide them to a single, focused action to increase conversions.
Imagery and Design Are Critical
People resonate with imagery! The right visuals can make or break your landing page. Dr. John Medina’s research shows that people remember 65% of what they see when paired with images, compared to just 35% of what they read alone. But landing page design goes beyond just great imagery.
Key elements like white space, font choices, and a clear, focused layout all play a role in engaging users. A clean, uncluttered design ensures your message isn’t lost, while your visuals should reinforce your core message. Always spend time finding the right image, but also ensure the overall design directs visitors to your CTA with clarity and ease.
Remember, People Skim
When it comes to landing pages, simplicity is everything. People don’t read every word—they skim. That’s why it’s critical to keep your benefits clear and easy to find. Utilize lists, text blocks, and even visual elements to break up your content. Each section should be brief, to the point, and easily understandable, ensuring that skimmers get the key information.
While your landing page should remain concise, aim for 1,000 to 1,500 words for optimal SEO. Make sure each section is simple and adds value to the user’s journey.
People Believe People – Social Proof is Key!
Social proof is one of the most powerful tools at your disposal. People trust the opinions and experiences of others. That’s why customer testimonials and case studies should take center stage. Showcase real-life success stories and feedback from satisfied customers to build trust and credibility. This helps prospects feel more confident in choosing your solution, knowing that others have already seen positive results.
Segment Wherever Possible
While home pages need to appeal to a broader audience, landing pages offer the opportunity to get laser-focused. If possible, create landing pages tailored to specific audiences or products. The more targeted your messaging, the more relevant and personal the experience will be. By speaking directly to one audience or one solution, you increase your chances of resonating with visitors and driving conversions.
Don’t Be Afraid of Split Tests
Landing pages are perfect for running split tests (i.e., A/B tests). These tests allow you to experiment with different headlines, images, CTAs, and layouts to see what performs best with your audience. By segmenting your landing pages and running tests, you can continuously optimize for higher conversions. The more you test, the better you can refine your message and design for success.
Use a Tried-and-True Template
Looking for a proven way to build an effective landing page? Download our landing page template! This template will come with an expanded version of this blog post, where we’ll dive deeper into each element of a high-converting landing page and show you exactly how to structure it.
Best of all, you’ll get access to the exact template we use for our own landing pages, designed to boost conversions and guide users toward a single, clear call to action.
Download your template today.