Why do you think some landing pages work when others fail? Sure, anyone can build a landing page. But the real question is,  how can you be sure it will actually convert?

In this article, we’ll talk about the necessary skills you need to have in order for your landing page to be successful and effective. 

What’s a Landing Page?

A landing page is an independent web page that is created specifically for a marketing or advertising campaign. It’s where potential customers “land” after they’ve clicked on a link in an email, or an ad in Google, Instagram, Facebook, and other social media platforms.

Its purpose is to drive traffic into a website in order to convert leads into sales. The landing page is different from a company website’s homepage although some platforms like Netflix choose to style their homepage as such. 

Website Homepage

Landing Page

In a nutshell, a website’s homepage is informative and is specifically designed for exploring and general use. A high converting landing page summarizes all of the information on the homepage; it’s specific and focuses on reaching your business growth goals.

How To Make A High Converting Landing Page

1. Copywriting

Copywriting or commonly called “copies” or “sales copies” is the strategic arrangement of text for the purpose of advertising or other marketing aspects. A copy often consists of these qualities to be effective: complete, compelling, clear, concise, and consistent.

For landing pages, it’s best to focus on keeping your copies concise and compelling. Treat every person as a skeptic with little time to spare. Copies in landing pages include the value proposition, the social proof, and the call to action:

• Value Propositions are the headers with compelling or intriguing statements that describe your business or platform. 
• Companies present Social Proofs to state credibility and are usually statements like “Trusted by 1,000,000 businesses around the world.” 
• The Call To Action (CTA) is usually found in the button where people submit their emails saying “Start your free trial now.”

2. Knowledge in design and illustration

Remember that you have a limited amount of words to use for your landing page. So what do you do with all that negative space? You fill it up with visuals that show what your business is all about.

Landing pages are characterized by a neatly arranged layout. The site visitor is left with not much to do other than sign up for the service, purchase a product, or subscribe to a newsletter.

Here are some perfect examples of using powerful illustrations to make their business appealing. If your illustration experience is slim to none, try checking out our blog for developing a creative eye for illustrations. 

And as we discussed in our recent blog for developing an eye for infographics, understanding the elements and principles of design is important in placing the key elements of your landing page throughout the screen space. 

3. Photo editing and manipulation

Of course, you don’t have to spend years and money learning how to illustrate just to create a pleasing landing page. Websites like Netflix and Airbnb make use of collective movie posters and photographs to give audiences a sense of what life could be like through the use of their products or services.

The chosen photographs on display, while visualizing what your product is all about, should NOT be the main focus. It is always about the potential customer’s happiness or the world of opportunities and convenience you can present them with.

4. Programming

Programming is definitely a given if you’ll be working with web pages and is as time-consuming and difficult as mastering illustration from scratch. The bright side about learning to program on your own will save you money, not to mention the fact that web design is a coveted skill in the creative industry. So it could actually earn you money, too.

If that isn’t an option, consider hiring freelancers and agencies.

Unlimited Designs at DotYeti

Need a credible, fool-proof, and stunning landing page ASAP? DotYeti might just be what you need.

DotYeti offers a fantastic alternative to freelancers and agencies. With an affordable flat-rate monthly fee, you’ll have access to a whole team of creatives working on each and every design request you can think of. Check out how we’ve helped our clients grow through our case studies.

Visit our pricing page now to find the perfect design package for your needs or feel free to reach out to a Yeti today for a custom package—just for you.