If you do not want to waste the money you have invested in paid advertising, create an efficient and working landing page. Produce content that has been carefully thought-out and has high marketing quality. Do not forget that every detail in a landing page plays a big role in turning a lead into a client. 7 important elements for a proper landing page: Heading, Subheading, Main image or video, Description area, Bullet list, Client testimonials, CTA

1. 7 Landing page tips to get
more conversions
By: YourDigitalStory

2. 7 Landing page tips to get more
conversions
• Heading
• Subheading
• Main image or video
• Description area
• Bullet list
• Client testimonials
• CTA

3. How to use these 7 elements?
Creating a landing page without Conversion
Strategy is the same as building a house
without a project plan.

4. 7 Landing page tips to get more
conversions
You are using paid advertising and it seems
that your ads are optimized, price per click
is low and you are getting enough visits, but
for some reason your conversion rate is
weak, which means that people are not
buying what you're selling and not
interacting with the page as desired?
If this situation sounds familiar, here is a
solution for you!
By using different paid advertising solutions,
a good effective landing page is just what
you need. You know that you don't direct
ad traffic to your home page. Content pages
are also not an ideal target for ads.
Most web pages tend to be quite
voluminous and contain a great deal of
information about the company and the
products and services. This distracts the
visitor quickly and before you know it, they
will have left your page already.

5. 7 Landing page tips to get more
conversions
The solution would be to create an
elaborate and well designed landing page
that will direct your potential clients to the
right place. Trust me, it's worth it!
We will now go through 7 points that you
should follow that will help turn a visitor
into a client.

6. 1. Heading
The first thing a client notices when they
reach your web page (landing page), is the
main heading (message). Think this through
carefully and make it noticeable. Use a
bigger font, bold etc. Every word in your
main message is crucial.
Forget about the phrase “Welcome to our
company's web page”. If the heading of
your paid ad is “Warm black gloves”, then
the same phrase needs to be visible on your
landing page as the first thing they notice.
If a client is using a search engine to find
“warm black gloves” and reaches your page
which says “We have been dealing with
producing different winter wear for over 20
years”, then the client feels lost. Don't
destroy a potential client relationship with
miscommunication. The main message of
the web page needs to support the
message in your paid ad. Make it as similar
as possible or just use the same phrase.
Suggestion: Warm black gloves for men
and women

7. 2. Subheading
Your main message needs to be supported
by a subheading that follows the title and
which should be used to create added
value, be it a discount or just a description.
As the main message does not have to be
long, the subheading is an ideal tool to add
information.
With your main message you are showing
your potential client that they are in the
right place, and with the subheading you
are able to create more interest.
It is important that the client does not leave
your page right away, but also looks
through all important information that
would be interesting and would result in
achieving a goal (conversion).
Bear in mind that a good title and a subtitle
will not save you if the rest of the page is
bad.
Suggestion: If your hands are cold, come
and shop. This weekend all gloves -20%.

8. 2. Subheading
Similarly, you should think through all of
your ad texts.
If you display the exact same information
after their search that they also saw in the
ad, the probability of a purchase is
significantly higher.
If you use the phrase “Warm black gloves -
20% cheaper”, place the same text onto
your landing page.

9. 3. Main image or video
Unfortunately, a good title is not enough.
Many people do not read the text at first,
instead they look at the picture or video.
If your landing page has no visual elements,
it is simply boring and it is likely that the
visitor will not want to focus on the content
either.
Also, the quality of the image is important;
if it is fuzzy and/or small, it does not add
anything to the page. Quality matters!
Where could you get that great image?
From an image bank? Not the most original
solution but it is better than having no
picture or a low quality one.
Ideally you should use a professional
photographer who will take photos of your
product.
The more realistic the picture is, the more
reliable it seems to the visitor.

10. 3. Main image or video
This is definitely a reasonable investment
that you can use also in overall marketing,
for example sharing the picture also in your
newsletter or social media channels.
Example: In Facebook, posts with images
and videos work much better than ordinary
text posts. Visuals matter.

11. 4. Description area
This is the opportunity to create trust in the
eyes of a future client, e. g. “We have been
in business for 20 years”.
This area should mainly be used for
describing a specific product in more detail
and to explain why you are the best seller.
Point out the main benefits and differences
of our product or service compared to
other similar providers.
Do not overdo it: “Our gloves are the
warmest and definitely have the best design
in the world. Buy now and you will not
regret it. Best price.”
Do not give empty promises and stress on
advantages that cannot be proven.
Suggestion: Our soft gloves, made of
quality material keep your hands warm
even in -15 degrees. Come to our shop and
try them on. Wide range of mittens and
gloves.

12. 5. Bullet list
The bullet list brings out 3-4 main
advantages and benefits of why your
product is the best choice for a potential
client. Add a description part with a few
sentences to each element.
Track the correctness of your content
carefully and consistently for each element
of the landing page – in the title, subtitle,
description area, bullet points etc. If you are
not good with words yourself, use the help
of a copywriter.
This follows the same logic as pictures; not
every picture or text is good.
A badly written text with a weird structure
and poorly thought-out content with
spelling mistakes leaves an unprofessional
impression and drives your clients away.

13. 6. Client testimonials
If you have written down the benefits and
properties of a product or service, it is time
to let others praise you as well.
The feedback of your real customers who
have used your product/service, creates a
reliable impression and encourages others
to buy as well.
2-3 comments or testimonials are enough,
do not make too much of an effort.
How to get feedback? There are many
ways…
● send a letter to your client – ask for
personal feedback about your product
or service;
● be active in social media – sharing
practical advice generates clients'
feedback without having to ask them
for it;

14. 6. Client testimonials
● commenting fields nearby your
product, blog and other – again, lets
the client decide if they want to
express their opinion or not. Feedback
that has been given on their own
initiative is more likely to be adequate
compared to you asking for it.
The more expensive way is to create a
video from the feedback. For example
Unbounce (http://unbounce.com/).
They were testing how would ordinary
feedback work on their page versus video
feedback. And the result?
Video feedback brought 25% more
registrations. Investing in a good video is
expensive and time-consuming, but the
added value that comes with it, is worth it.
Suggestion: Find the right way to get
feedback from the client and use it with
pride.

15. 7. CTA
Every landing page has to have a specific
goal. Be it selling a product, growing
clientele, giving out free materials or
something else.
The important part is that your message has
been clearly emphasized and correctly
communicated.
Think these 2 very important aspects
through:
● why would a person perform an
activity on your page?
● what happens if they click on a CTA
button or fill out a form?
If the visitor does not fully understand what
they have to do on your landing page, the
conversion will not happen.

16. 7. CTA
Button
The crucial aspect here is that the CTA
button would actually look like a button,
not an ordinary piece of text that has a
background. There are many ways to design
a good button: rounded corners, directing
arrows, hover effects etc.
Make it stand out! Do not forget that the
text of the CTA needs to be correct and
attractive.
Good choices: “Download maintenance
instructions”, “I want a free e-book” - they
will immediately understand what they are
dealing with.
Gives the visitor a reason to click on the
button.
Bad choices: “Read more“, “Click here“ -
they do not say much and are not
interesting.

17. 7. CTA
You can motivate visitors to click on the CTA
button by adding an extra description. Give
the visitor a reason why they should click on
the button and what will happen, once they
do.
The more transparent the information is,
the more trustworthy you seem to them,
and the clearer the CTA message, the higher
the probability of somebody clicking on it.

18. 7. CTA
Form
If you would like the client to fill in a form
for you, it is important to think through all
the fields carefully. Is their gender or
birthday really relevant information for
you?
The most important part of a form is
simplicity. Try to use as few fields as
possible to retrieve the minimal information
that you need for a potential client.
Everything else you can later specify with
them, if necessary. If three out of ten fields
are mandatory, the length of that form
already scares a lot of people away.
It is true that sometimes you inevitably
need more information.
In that case, the visitor usually forgives you
for the length of the form. You cannot send
a package to someone, if you do not know
where to send it. Makes sense.

19. 7. CTA
A form that is too short (1-2 fields) may
look like spam; too long (10+ fields) makes
them feel that it will take forever to fill it in.
It is especially inconvenient if drop-down
menus are used in forms where you might
not have all the necessary choices and the
option to leave it empty or select “Other” is
not available.
No form should ever be called “Submit”.
Really, would you click on that? It does not
tell anything to the client and if the
description of the form is weak, then the
likelihood of it being filled in, is near 0%.
Some tips: “order now“, “get your free
PDF“, “30 days free trial“

20. v
Conclusion
If you do not want to waste the money you
have invested in paid advertising, create an
efficient and working landing page.
Produce content that has been carefully
thought-out and has high marketing quality.
Do not forget that every detail in a landing
page plays a big role in turning a lead into a
client.
7 important elements for a proper landing
page:
1. Heading
2. Subheading
3. Main image or video
4. Description area
5. Bullet list
6. Client testimonials
7. CTA

21. Contact us!
YourDigitalStory
Kristiina 15
Tallinn, Estonia, 10131
www.yourdigitalstory.com
info@yourdigitalstory.com
skype: yourdigitalstory